What is a pillar page?

A pillar page is a long, comprehensive page that covers one core topic in depth and links to more detailed articles on related subtopics. It acts as the central hub in your content strategy so both users and search engines can quickly understand what your site is about.

In a typical SEO setup, a pillar page targets a broad, high-value keyword such as ecommerce SEO or B2B lead generation. Around this pillar page you build a cluster of supporting articles that go deep into specific questions and use cases. Each cluster page links back to the pillar page, and the pillar page links out to all cluster pages, creating a strong internal linking structure that helps you build topical authority.

Why a pillar page matters for SEO and growth

For growth-focused B2B and ecommerce teams, a pillar page is one of the fastest ways to organise content, reduce keyword cannibalisation and send clear signals to Google. Instead of publishing random blogs, you build a structured content ecosystem around strategic topics that drive revenue. This makes it easier to rank, easier for visitors to navigate, and easier for your team to see where the content gaps are.

Modern search algorithms reward clear structure and expertise. A well planned pillar page shows search engines that your brand owns a topic, especially when combined with strong internal links. If you want a deeper dive into how internal links support this, check the guide on strengthening SEO with smart internal linking.

Core elements of a strong pillar page

  • A clear focus on one core topic, with search intent aligned to your ideal customer.
  • Structured sections that answer main questions and introduce every key subtopic.
  • Short summaries plus links to in depth cluster pages for readers who want more detail.
  • Consistent on page SEO, including logical headings, descriptive anchor text and clean URLs.
  • Conversion elements that fit the journey, such as soft CTAs, tools, or lead magnets.

Together, these elements turn a pillar page into both an SEO asset and a commercial asset that educates, builds trust and nudges visitors to take the next step.

How to create a pillar page in practice

Start with one strategic theme that is tightly connected to your services and growth targets. For example, if you want to own SEO as a channel, you might build a pillar page around SEO services and strategy, then create cluster articles on topics like search intent, technical audits and link building. Use data from your keyword research, sales calls and analytics to decide which subtopics deserve their own pages.

Next, map your internal links so that every cluster article points back to the pillar page and uses descriptive anchor text. If you want to see how this fits into a broader SEO plan, explore our SEO insights and guides. Finally, maintain your pillar page like a product: update it when your offer changes, when you add new cluster content or when search behaviour shifts.

For teams that want to move faster, tools such as the 6th Man SEO extension can help analyse competitors and spot content gaps that your next pillar page should cover. Over time, a solid set of pillar pages gives your site structure, clarity and a clear path to predictable organic growth.