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Create Pillar Page: How to improve your Google ranking with a clear content strategy
You want to create a Pillar Page, but don’t know exactly how it works – or whether it’s even worth the effort?
You have a good website, but somehow it’s not getting enough visitors? You regularly publish blog posts, but nobody reads them? Welcome to the club – that’s how many self-employed people and small businesses feel. But the good news is that there is a solution that is not as complicated as many people think. It’s called Pillar Page .
Imagine if there was a single page on your website that acted like a magnet for Google – and automatically attracted the right visitors. Sounds too good to be true? But it can be done. In this article, I’ll show you how to create a pillar page step by step – including a real-life example and without any technical jargon.
What is a Pillar Page - simply explained
A pillar page is a central page on your website that deals with an overarching topic – comprehensive, well-structured and with many internal links to deeper sub-topics (the so-called content clusters).
⇒ Think of a book: The Pillar Page is the main chapter that provides the entire overview. The cluster contents are the sub-chapters that deal with details.
Example: If you are a nutrition coach, your main topic could be “healthy eating for working people”. Sub-topics could be: “Meal prep in everyday life”, “Healthy snacks for the office”, “Shopping lists for stress-free weekly planning”.
Google loves this structure because it shows: You have expertise. And users love it because they can easily find their way around.
The role of the Pillar Content Strategy
The idea behind the Pillar Content Strategy is to give your content a logical home. Instead of publishing lots of individual, unrelated posts, you build a strong content structure – with a central topic (pillar) and several deep topic pages (cluster content)
This has several advantages:
- Better SEO impact: Google understands how your content is connected
- Longer dwell time: Users click through thematically relevant content.
- Higher visibility: Your page is perceived as an authority on a topic.
- Clear user guidance: visitors find what they are looking for more quickly.
And the best thing is: you don’t need a huge editorial team to implement this. With a clear editorial plan, you can do it even as a sole trader.
Cluster content example - this is what it looks like in practice
Let’s assume you run an online store for handmade natural cosmetics. Your central pillar page could deal with the topic: “Natural skin care for sensitive skin”.
Possible content clusters for this:
- The best natural ingredients against skin irritations
- DIY face masks for sensitive skin
- Skin care routine without chemicals – here’s how it works
- Difference between natural cosmetics and organic cosmetics
- Compatible care products for allergy sufferers
You link all these pages from and to the Pillar Page – and you have a strong content network that supports each other and shows Google: There’s depth here.
Practical example: How a nutrition coach wins more customers with a Pillar Page
Let’s get more specific. Imagine you are a nutrition coach with the goal of selling more 1:1 coaching sessions. You know that your target group – professionals between 30 and 50 – are often looking for quick, healthy solutions for everyday life.
Your Pillar Page could read: “Healthy eating for professionals: The comprehensive guide”
In it you deal with e.g: – Why nutrition so often fails in everyday working life – The 5 most important basic principles for healthy office nutrition – A weekly plan to download – And: Links to more in-depth blog posts (your clusters)
Possible cluster content: – “Meal Prep in 30 minutes: How to save time every day” – “Healthy snacks for in between meals – 10 ideas without sugar” – “What can I actually eat in the office? Answers from experts” – “You need these nutrients if you sit at your desk for a long time”
With this structure, you not only strengthen your expertise, but also offer real added value – and increase the likelihood that interested parties will take the next step: book your coaching.
Step by step: How to create your own Pillar Page
1. define the topic Choose a topic that fits your offer and solves a real problem for your target group. Important: It must be broad enough so that you can derive several subtopics from it.
2. collect cluster topics Think of 5 – 10 related topics that you can create as individual posts or pages. These should be your main topic.
3. structure content Plan the structure of your pillar page: Introduction, subsections, call-to-action. Make sure that you link to relevant cluster content.
4. write or revise texts The Pillar Page can be quite long – 1,500+ words are perfectly okay. The important thing is that it is understandable, clear and useful.
5. set links Link from the pillar page to the cluster content – and vice versa. This creates the desired network.
6. optimize SEO
- Use your main keyword (e.g. “create pillar page”) in the title, H1, meta description and URL.
- Include subheadings and secondary keywords.
- Pay attention to clean snippets, image optimization and mobile friendliness. Very important components of SEO.
7. measure success Use tools such as Google Search Console or Matamo to see how your ranking improves and which content performs best
Your content can do more - if you think strategically
SEO doesn’t have to be an inscrutable monster. With a well-structured pillar page, you bring structure to your content, making it easier for your readers – and Google too.
Whether you are a coach, craftswoman or store owner: If you focus on one topic and develop suitable content, you can achieve more visibility, more trust and more sales in the long term. Sounds good? Then get started now with your first Pillar Page!
Questions about the Pillar Page - quickly answered
What is the difference between a normal page and a pillar page?
A normal page usually only deals with one sub-topic. A pillar page, on the other hand, is the central “roof” over several related topics.
How many cluster contents do I need?
Ideally 5-10 – but not all of them have to be ready immediately. Start small and expand step by step.
Do I need a blog system for this?
No. You can also create cluster content as normal subpages. However, a blog system is often more practical.
How long should a Pillar Page be?
At least 1,200 – 1,500 words. It should present the topic comprehensively, but remain clearly structured and concise.
Does it work without an SEO agency?
Yes, with a little planning and a clear concept, you can do it yourself – or get some help.
About the author:
My name is Isabel Unger, I am an independent digital strategist with a clear focus: visibility for the self-employed & small businesses. My heart beats for SEO, content, structure – and for explaining complex things in a way that makes them understandable and feasible.
On ixtreme.online I share my knowledge, my experience and a lot of plain language – without any technical gobbledygook.
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