If you’re looking for examples of pillar pages, you most certainly would like to create your own. And rightly so.
This topic-cluster methodology can have far-reaching benefits for inbound marketing, SEO optimization, lead generation, and more — providing an effective platform to drive appreciable results.
According to Content Marketing Institute, there are 3 commonly used pillar page types:
- 10x content pillar page. Its format is similar to an ungated e-book or a guide. It solves both search engines and site visitors. Search engines recognize the clustering of like-themed content pointing to a comprehensive website page or blog post. Site visitors benefit because they can view your content before deciding to commit to downloading it.
- Resource pillar page. It’s a reference page of valuable like-themed links. There are three types of resource pages: external-focused pages, brand-focused resource pages, and series of related pages.
- Product or service pillar page. This page answers the questions your company is regularly asked about. It’s descriptive but not overly so.
I’m not shy to say that I’ve done my best to collect examples of pillar pages of various types and from various industries for you. With each example, I share what makes them effective and what you can borrow to create your own masterpiece.
So, let’s dive into the world of examples for inspiration on crafting your own pillar page.
B2B SaaS, Marketing
|2. Elementor’s Guide on Web Design Style Guide
B2B SaaS, Web Design
|3. Diet Doctor’s Keto Diet Guide for Beginners
B2C SaaS, Healthy Lifestyle
|4. Yoga Journal’s A-Z Directory of Yoga Poses
Media, Healthy Lifestyle
|5. Tofugu’s Learning Japanese Guide
|6. Muscle & Strength’s Workout Database
|7. Wine 101’s Beginner’s Guide to Wine
|8. Atlassian’s Guide to Agile Development
B2B SaaS, IT
|9. Shopify’s Guide on How to Sell on Amazon
|10. Later’s Page on Instagram Guides
B2B & B2C SaaS, Social Media
|11. Stripe’s Documentation
B2B & B2C SaaS, Finance
|12. Wild We Wander’s DIY Truck Camper Guide
|13. Audubon’s Guide to North American Birds
|14. The Mailshake’s Cold Email Masterclass
B2B SaaS, Marketing
|15. Rochester Homes’ Guide to Buying a Modular Home
|16. ESI’s Guide on Metal Stamping
B2B & B2C, Manufacturing
|17. NVISION’s Guide to Laser Eye Surgery
|18. The Roads & Kingdoms Guide to Johannesburg
|19. The Hotjar’s Essential Guide to Growing Your Early-Stage Saas Startup
B2B SaaS, Business
Alright, it’s time to start explaining why I chose these particular pages and some of their features you can take note of.
Monthly Organic Traffic: 520
Main Keyword: remote work guide
Referring domains: 1,2K
Attached pages: 59
Pillar Page Type: resource
Total Word Count: 1192
This pillar page from Zapier provides a comprehensive overview of remote work, with content pillars ranging from the basics to more advanced topics. The visuals and concise yet informative writing make this pillar page an ideal resource for those looking to learn about all aspects of remote working, from setting up your workspace to collaborating effectively with team members.
Zapier uses this pillar page not only as a source of information but also for its marketing purposes.
How Does Zapier Use Its Pillar Page?
Under The Learning Center, there are guides that Zapier uses for lead generation. At the bottom of each guide is an application form for a free trial. Zapier also uses the guides to increase brand awareness (all the guides are branded) and leads through the sales funnel.
Thus, the pillar page becomes a link in the chain of marketing funnel.
Why Zapier’s Page Is a Good Example to Follow
Here are some aspects I particularly like about this page:
- Clear article structure and navigation that makes it easy to open the section of interest.
- Only the information you need: no long texts, just the title, a brief description of the section and links right away.
- Additional related articles: in addition to the lists of pages, Zapier offers additional information on the topic.
- Added media materials to the page with the ability to download in various formats.
This page also shows us that it is not necessary to have the classic URL structure (/topic/sub-topic/article) in order to combine articles into one pillar page. You can simply combine the articles into thematic blocks.
Thoughtful work on the page brought great results, traffic began to appear instantly. The page quickly made it to the 1st position on Google and is still there even after several years. The max traffic was in 2020 — about 2K users.
According to many of the keywords, the page is in the first position. This provides a continuous growth of traffic.
Also, this pillar page is a great link generator. Such a page serves as an excellent resource of diverse information, so it can be referenced not only as a guide, but also as a source of a particular resource. Zapier’s pillar page has about 800 content links from DR>50.
- The design and content of the page as simple as possible, the reader immediately gets access to the information they are looking for
- Create videos and embed them to your PP: this will help you rank and prove your expertise (greetings E-A-T)
- Additional e-books and guides as lead generators
Monthly Organic Traffic: 1.8K
Main Keyword: style guide for website
Referring domains: 71
Attached pages: 14
Pillar Page Type: 10X content
Total Word Count: 2620
On Elementor’s blog, they have a comprehensive guide to building your own custom style guide that outlines why you need one and how to create it.
How Does Elementor Use Its Pillar Page?
As in the case of Zapier, the Pillar Page has a place in the sales funnel, namely influencing the potential buyer in the early stages of the sales funnel.
In several places on the page are advertising banners that lead to the purchase of the website builder. In this way, Elementor increases conversions to its landing page.
There are also many other guides on the Elementor’s website, which indicates the effectiveness of the pillar page structure. It draws traffic perfectly.
Why Elementor’s Page Is a Good Example to Follow
Especially in Elementor’s pillar page, I like its functionality. It includes:
- a step-by-step creation of a style guide;
- a free template;
- a newsletter subscription form;
- advertising (banners) of Elementor’s website builder.
A table with navigation through the article also fits perfectly. It takes the reader straight to the block of the article you are interested in.
The selection of added pages is also noteworthy. They are all related by web design theme, but, as in the previous example, are not related by URL structure (/blog/article/).
In the two years since the article was published, we have seen an even and smooth increase in traffic, which shows that the pillar page system works great. A surge in traffic is seen in the summer of 2022 — about 2.5K users. Perhaps at that time the page is somehow promoted in the search engine.
Despite the fact that this page does not have a lot of keywords, they are mostly with volume 100-500. In addition, for these keywords the page is on the first positions, which provides a constant flow of traffic.
The keywords are targeted, then there is a high probability that the visitor of the page will later purchase an Elementor product.
The small number of referring domains is due to the specifics of the niche. The page is linked to by such powerful resources as Flipboard and Zippia. In addition, the number of domains is constantly growing.
- Templates will increase your brand awareness and prove expertise in your industry
- It is not necessary to make a complex URL structure, it is enough to pick up thematic articles from the blog
- Detailed and structured navigation has a positive impact on the user experience
Monthly Organic Traffic: 528K
Main Keyword: keto diet
Referring domains: 71
Attached pages: 74
Pillar Page Type: 10X content
Total Word Count: 3724
The pillar page on the keto diet guide by Diet Doctor provides a comprehensive overview of all you need to know about this dietary approach. The page is divided into sections, each discussing a different aspect of the ketogenic diet and its implementation.
How Does Diet Doctor Use Its Pillar Page?
Once again, the sales funnel. Since Diet Doctor is still a commercial site, it uses its information pages to promote its paid services.
The site team takes a personalized approach to getting targeted action. In the screenshot below, you can see a banner offering to order a personalized meal plan and three buttons. Being able to select and receive a unique product increases conversions many times over (I even almost ordered a meal plan myself).
Another type of banner is located in the middle of the page and at the end (under the text of the article). The intention here is straightforward: get a 3-day trial, followed by a paid subscription.
Why Diet Doctor’s Page Is a Good Example to Follow
I find this pillar page from the Diet Doctor fantastic as it combines a lot of features.
Free materials in different formats that help give out for different keys and keep users coming back to the site time and time again.
The information on the page covers ALL aspects of the keto diet. Again, the keyword cluster increases many times over.
In the right sidebar is replaced by a block with short answers to basic questions the reader may have. Then a link takes you to a more detailed answer located in the article itself.
And one of the most important things is proof of expertise. The guide is written by medical professionals, which is stated at the very beginning of the article. the reader can verify this by going to the specialist’s profile. This is VERY helpful in search engine optimization (E-A-T concept).
The nutrition niche is extremely popular among web users. High-quality content attracts a huge number of users, so traffic has been at a high level for several years.
Although the page is not in the first position for the main keyword, it does not prevent the resource to occupy the top 1 in Google for other, less frequent requests. The page has accumulated a huge cluster of keywords on the keto diet (over 70K), which allows it to appear in many search queries.
The detailed content porosity resulted in material that you want to link to. The growth of referring domains occurs gradually, which is favorably perceived by search engines and allows to keep its position in the search engine results for a long time.
- A personalized approach to the target action on the pillar page
- A mixed approach to building attachment page URLs: both adding separate subpages for that particular pillar page (SILO structure) and just articles from the blog
- Additional materials (flyers, printable guides) help the page rank
- Navigation not only in the beginning of the article, but also in the sections themselves
Monthly Organic Traffic: 16K
Main Keyword: list of yoga poses
Referring domains: 623
Attached pages: 141
Pillar Page Type: resource
Total Word Count: 1317
The Yoga Journal’s page is a resource page offering a comprehensive guide to yoga poses.
The page is divided into two main sections: Beginner Poses and Advanced Poses. Each section contains listings for a variety of poses, including seated poses, standing poses, postures that require balance or flexibility, and inverted poses.
How Does Yoga Journal Use Its Pillar Page?
Since the site is an online magazine, the primary goal of the conversion is to get a subscription. That’s why there is a banner on the site pages with an offer to subscribe to news and additional information about yoga.
The main commercial banner of the page is the Outside+ ad, c through which you can subscribe online to several magazines at once (including Yoga Journal).
The banner does not distract from the main information of the page and thus does not cause a negative reaction from users.
Why Yoga Journal’s Page Is a Good Example to Follow
Well, what I like first and foremost is the MINIMUM of advertisements on the page. And the one that is there is placed after the main information of the page. What I mean by that is that the user gets the information they came to the page for first, and then the advertising information.
The second is the ease of navigation. Catalog of yoga poses is designed as a table (two tables, to be exact).
I also like the systematic approach to creating pages, namely the clear construction of Silo structure. You can trace the hierarchy of the pages.
Traffic figures are stable (except for one major spike when it doubled), indicating quality content that regularly brings new organic users from search to the page. The maximum traffic was 32K organic users per month.
Based on the keywords we can conclude that the traffic is mostly non-branded, which is a pretty good indicator for the site. The page gathered 1.7K keywords.
The resource began to be referenced almost immediately after the release of the page. Since then the number of referring domains is constantly growing, indicating the effectiveness of the page structure.
- A table is a great way to organize information or resources
- Silo structure perfectly helps in building a hierarchy of pages on the site
- Users like unobtrusive advertising more
Monthly Organic Traffic: 46.3K
Main Keyword: learn japanese
Referring domains: 383
Attached pages: 15
Pillar Page Type: 10x content
Total Word Count: 6710
This pillar page from Tofugu is an incredibly comprehensive resource for learning Japanese. The site provides a variety of learning tools and resources, such as articles, books, grammar guides, quizzes, vocabulary workbooks and flash cards.
How Does Tofugu Use Its Pillar Page?
Since tofugu is primarily an educational portal, the main purpose of this page is to share Japanese learning experiences with readers. However, the creators do not forget to promote their resource as well.
For example, at the beginning of this article, they invite readers to sign up for their email newsletter and subscribe to them on social networks.
It’s also likely that they get a stream of new listeners to their podcast from organic search. You’re attracted to these guys too, aren’t you? I’m almost running to learn Japanese!
Why Tofugu’s Page Is a Good Example to Follow
As you have already realized, I am a big fan of clear page structure. And these guys have made me absolutely ecstatic!
Now a few words about the components of this page. The atached pages look like this:
They are not related to the pillar page structure, but they all come from the same section (/japanese/+ article name/). So the guide can safely be called a summary page that combines many of the articles on the site.
But most of all I loved the original illustrations (I bet they were custom made especially for this site). They bring a special style to the resource.
The traffic graph can hardly be called homogeneous: interest in the topic increases depending on the season (most often it happens at the end of the year, and the decline is at the beginning of the next year (New Year’s resolutions to learn languages?😂).
The page is in the first position for almost all the keywords related to learning Japanese. Moreover, the level of competition for these queries is pretty high.
All in all, the page has collected about 6K organic keywords.
What can I say, the page (and the site itself) is really great, so the number of referring domains is growing tirelessly. Moreover, the page is linked to by such powerful resources as Reddit, Medium, Duolingo, and many others.
- Original custom pictures are not only liked by users, but also by Google (helps to rank)
- Suggest additional resources and tools (if it is a trusted resource, you plus from Google)
- A clear hierarchy of the page’s parts rules!
Monthly Organic Traffic: 197K
Main Keyword: workout routine
Referring domains: 887
Attached pages: 47
Pillar Page Type: resource
Total Word Count: 4302
This pillar page on Muscle & Strength is focused on helping users find the right workout routine to fit their goals. It provides a comprehensive catalog of workout routines, categorized by muscle group and workout type, as well as frequently asked questions related to strength and fitness.
How Does Muscle & Strength Use Its Pillar Page?
Despite the fact that the site is an online store, there are no product banners in the article: a truly free database.
The only suggestion is to sign up for a newsletter with more information.
Thus, I conclude that the page is used to gain the trust of a loyal audience and bring potential buyers to the online store through informational search queries.
Why Muscle & Strength’s Page Is a Good Example to Follow
The most significant thing that I like about this page is that not only individual articles are attached (and accordingly pumped), but categories (20, to be exact) as well. The reader is presented with a convenient catalog in which he can choose a suitable option for himself and study in more detail already a specific subject of interest to him.
Individual workout program pages have also been added. The design and descriptions of these articles are particularly noteworthy. Under each article block (picture + text with description) there are three qualifying points: fitness level, gender, and training frequency.
In 2022, traffic to the page increased fourfold! That’s an amazing result. Perhaps at this time, work was done to update the content and optimize the structure of the page.
The page has collected a huge cluster of keys, and the traffic from them comes not branded. This is an excellent indicator, given the competition for these search queries. All in all, there are about 7K organic keywords.
The number of referring domains grows rather smoothly and not so fast. The graph looks like a ladder, maybe page promotion was used. Almost 1K reffering domains is such a great result.
- Pump up not only individual articles but entire categories (sections)
- Personalize pages (who will be interested in this material), so you will bring the target users from the pillar page to the attached pages
- Share free materials, it builds trust and attracts potential new customers
Monthly Organic Traffic: 47.9K
Main Keyword: wine guide
Referring domains: 342
Attached pages: 54
Pillar Page Type: resource
Total Word Count: 1038
This pillar page on wine basics for beginners is an excellent guide for those interested in learning more about wine.
The page structure consists of a summary that acts as an introduction to the guide, before delving into each topic in further detail. This pillar page is designed to help readers navigate through the various topics, providing comprehensive information on all aspects of wine.
How Does Wine 101 Use Its Pillar Page?
The main thing the resource promotes is an online course on the basics of wine. The creators of the portal also offer to subscribe to the newsletter and get a discount on the purchase of the course on this pillar page.
Wine 101 also offers users to buy a paper book of their own authorship. The link takes you to the company’s online store, where you can buy everything connected to wine.
Thus, the page is used quite clearly for sales with a quick transaction cycle.
By the way, the site includes the guides page, which is a great lead generator.
Why Wine 101’s Page Is a Good Example to Follow
I’ll be honest: This is one of my favorite examples of pillar paging that I talk about in my article. I’ll explain why in a moment.
First, I like the clear sorting of pages by industry. And it doesn’t just happen in terms of text, but it also shows in the design. Also, the sections themselves were designed just fine: the title, the section description, the list of related pages, and a thematic picture on the side.
Secondly, I like how seamlessly their product advertisements fit into the guide. It’s like a part of it that doesn’t get in the way or distract from reading.
I also really like the fact that this guide is not cluttered with text. There are only 1000 words in the whole guide, but does the user get all the information they need? Yes, he does.
The traffic graph is smooth with rare spikes.
Traffic started to drop in 2018, but it started to rise again at the end of 2022. I believe this is due to updated content on the page.
We can also observe a very interesting sample of keywords: among them, there are both branded and non-branded. For all the keywords except the first position (but it would be too fairy-tale to get first place for the query “wine”, wouldn’t it?). The page has collected about 1K organic keywords.
The situation with referring domains also looks quite optimistic: for 9 years, the graph is gradually growing with a slight decrease from time to time.
In addition, about 70 percent of all referring domains have a rating greater than 50, which helps the page for many years to remain at the top of the search results.
- Design the page first and foremost for your reader
- Pillar Page is a great way to promote your courses and products, as it brings a lot of targeted traffic to your product
- Talk only about the point: big texts won’t get you anything
Monthly Organic Traffic: 858K
Main Keyword: agile methodology
Referring domains: 8.4K
Attached pages: 127
Pillar Page Type: 10x content
Total Word Count: 1243
The Agile pillar page on the Atlassian website is a great resource for those looking to build their agile knowledge and apply it to their workflows. It provides an in-depth guide to understanding agile principles and strategies, as well as how to construct and manage agile teams.
How Does Atlassian Use Its Pillar Page?
Atlassian uses this pillar page primarily to promote his products, particularly the Jira software created for business team management.
In the penultimate paragraph, they link the software and tell how it can be useful to a user looking for information on agile. There are also tutorials on how to use Jira.
Thus, the page is used to generate leads and close deals with a long sales cycle.
Why Atlassian’s Page Is a Good Example to Follow
The thing I just love about this page is the user-friendly navigation. Let me explain what I mean.
In the screenshot below you see two menu options: a vertical menu and a card menu. The vertical menu is more informative because you can immediately select subtopics, whereas clicking on a card will take you to the main topic section where you can select the subtopic that interests you.
Also take into consideration that menus with agile topics and tutorials are located after the agile definition, and the information that goes deeper into the topic comes after the menu. As a result, the attached pages get more traffic.
Traffic began to grow strongly from the beginning of 2020, and the growth continues to this day. This is most likely due to increased interest in the IT niche.
I really like the keyword screenshot for this page, because it’s a great example of what the pillar page structure will produce in search engines beyond the main keyword. And for all of those keywords, the page is in the top three positions on Google. That’s just awesome!
And there are about 90K organic keywords on the page, which allows the page to rank even better.
Note the pattern: the active growth of traffic began at the same time as the growth of referring domains. These two indicators influence each other: a large number of referring domains allows the page to stay long at the top and get traffic, which in turn leads to new referring domains.
- Think carefully about the menu and navigation on your page, users will definitely appreciate it
- Put the main content at the top of the page and you’ll get more clicks
Monthly Organic Traffic: 12.3K
Main Keyword: how to sell something on amazon
Referring domains: 461
Attached pages: 23
Pillar Page Type: 10x content, product page
Total Word Count: 5563
This page on the Shopify blog is an Amazon seller guide, which helps e-commerce entrepreneurs learn how to make the most of their products and services on Amazon. It provides useful tips for anyone interested in selling with Amazon, from setting up accounts to understanding product fees and pricing strategies.
How Does Shopify Use Its Pillar Page?
Since Shopify is an online sales platform, the main goal of all pages from the blog is to attract buyers through informational traffic. On this particular page, they offer readers to try a free trial of their product, which is very apropos, because this pillar page is an Amazon online sales guide.
Also, Shopify on their page invites us to subscribe to their newsletter, which also sends us into the sales funnel, thereby preparing the customer for the decision to buy the product.
In addition, we can find many other guides on the Shopify blog to generate traffic and attract new customers for the product.
Why Shopify’s Page Is a Good Example to Follow
Since this page is a guide, here we should pay attention to one feature. Screenshots. If you’re doing a guide to any online product screenshots are exactly what you need and here’s why. Firstly, they help the user to understand the interface better and he will thank you for that. And secondly, this way you create unique images, which is very pleasing to Google, so your page will be better ranked.
For those users who prefer to get information through video, Shopify has prepared a webinar on finding ideas for selling products online.
They have also prepared a guide for those who want to create their own business but don’t know where to start. A good move, as they find potential customers for their tool.
And finally, I want to note that the links to the inner pages of the site are placed in the text itself and look very organic (as a source of additional information). The text of the guide looks expert, as supported by various resources.
The guide came out in early 2020, just as the pandemic began. Since then, in 3 years, people have realized that the future is online business and online sales, so the number of visitors to the page continues to grow actively.
Traffic grows in a heterogeneous way, indicating that from time to time content is improved, and then the rates begin to rise.
As we can see, most of the keys contain the name of the resource, from which we conclude that the traffic is mostly branded. But for non-brand requests, the page is also in the top 10. All in all, the page has collected about 8K organic keywords.
The number of hits is increasing, which is reflected in the number of referring domains to the page. Not a bad result for this kind of traffic.
- Screenshots in the guides will help you to rank better and make the page really useful to the user
- Insert links to your pages in the content itself (but only where appropriate)
- Make webinars and guides, it will help to win the readers’ trust
Monthly Organic Traffic: 7.7K
Main Keyword: instagram guides
Referring domains: 235
Attached pages: 10
Pillar Page Type: 10x
Total Word Count: 1323
This pillar page by Later helps people get the most out of Instagram. It has a structure that helps people find relevant content quickly and easily, so the page will rank well in search engine results. It also has links to other pages related to their website, such as a page about how to use the platform, a page about news and updates, and a page on best practices.
How Does Later Use Its Pillar Page?
Since Later is a social media management platform, their main goal is to attract new users to their platform. Therefore, articles on the blog automatically become a kind of platform for advertising the product.
Later produces quite a few guides on his blog, both in article and video format. For this company, the guides work as lead generators.
In general, the blog itself generates good target traffic, thereby becoming part of the sales funnel. Specifically, at the initial stage they tell users about the features of the product.
Why Later’s Page Is a Good Example to Follow
Foremost, I like the way the table of contents is laid out. It’s pinned in the left sidebar so that when you flip down the page, you can still see it.
I also like that the examples in this guide are illustrated with screenshots and arrows. This is very convenient because the reader gets the information he or she needs right away.
The structure of the links is diverse: attached pages with the structure of /later/page-title/ and /later/blog/page-title/.
In January 2021 there was a sharp increase in traffic (almost 5 times), probably used some methods to promote the page. For example, links from third-party resources.
The page gathered about 2K organic keywords, with medium keyword competition.
The number of referring domains began to grow rapidly almost immediately after publication. The maximum number of domains was in September 2022 — 255 domains.
- Screenshots make your page user-friendlier
- Sticky navigation makes your page user-friendly
Monthly Organic Traffic: 376K
Main Keyword: stripe test cards
Referring domains: 18.5K
Attached pages: 34
Pillar Page Type: resource
Total Word Count: 195
Stripe’s pillar page is an invaluable resource for those wishing to understand and integrate Stripe into their payment systems. This documentation page serves as a pillar page, providing comprehensive guides, tutorials, and reference materials to help developers get the most out of their Stripe integration.
How Does Stripe Use Its Pillar Page?
Stripe uses his pillar page to close all questions from current users and those who are just thinking about buying the product.
In this way, the documentation page becomes part of the sales funnel. But it serves not only as a lead generator, but also for onboarding those who have already purchased access to the platform.
Why Stripe’s Page Is a Good Example to Follow
A great example of good product team work is the library of ready-made step-by-step solutions for product functionality. This always builds customer trust and increases the chance of a purchase. By clicking on the links, you get to the step-by-step instructions on how to perform the action you need
I also like the clear and convenient product menu. After clicking the link, you get to the product page, which also has step-by-step solutions, additional information, and links to various guides.
The page has a classic URL structure: https://stripe.com/docs/article-name.
Traffic to this page is steadily increasing. Since the page incorporates a whole library of manuals, it has become an excellent generator of organic traffic.
According to the keywords, we can see that the traffic on the page is mostly branded. And this is understandable because the page is a documentation for a certain product, hence the keywords will be related to this product.
The growth in the number of referring domains is directly related to traffic, so the curve of these graphs has a similar image. Except, of course, for the different numerical values.
- Keep all the documentation for your product in one place
- Less text, more usability
- A detailed description of the product possibilities increases the purchasing chances
Monthly Organic Traffic: 1.7К
Main Keyword: camper truck conversion
Referring domains: 106
Attached pages: 4
Pillar Page Type: 10x
Total Word Count: 7369
This pillar page on DIY truck campers offers a comprehensive guide to building your own camper using real photos and videos as a visual resource. With this guide, you will be able to create the perfect home away from home tailored to your needs with detailed instructions and tips on how to build a safe, durable and comfortable camper for any budget.
How Does Wild We Wander Use Its Pillar Page?
The main aim of this page is redirecting the visitors to their step-by-step guide to living and working from the road.
Another thing worth noting is that the portal also uses Amazon’s referral program. In the list of materials that you will need to create a truck camper, there are links to products.
The site is also in the process of developing its own online store, so the guide will attract new customers.
Why Wild We Wander’s Page Is a Good Example to Follow
This page is a great example of how to use the E-A-T. Let me explain why.
First, the page has videos from their YouTube channel, and the channel in turn has a link to the guide below the video. This linking has a triple effect:
- It promotes the page;
- It promotes the video;
- It serves as a powerful booster for E-A-T factors.
Second, for E-A-T work well and embeds social networks (in particular, Instagram) in the text of the guide. Here the effect is rather one-sided: it promotes the page well in Google.
And third, the guide also provides real photos and videos to help illustrate what you need to do in each step of the process.
Half a year after the guide was published, his traffic began to skyrocket, reaching its peak of over 3.5K organic users per month in the summer of 2019.
The page gathered about 1.5К organic keywords. And according to the keywords, we can see that the traffic on the page is mostly non-branded.
The growth in the number of referring domains is directly related to traffic, so the curve of these graphs has a similar image. The maximum numbers were noticed in fall 2019.
- Embedding posts from social networks helps your page rank (E-A-T factors)
- Live photos and videos also help promote the page and serve for illustrative purposes
- Inserting videos from your own YouTube-channel promotes both your page and your channel
Monthly Organic Traffic: 11К
Main Keyword: north american birds
Referring domains: 991
Attached pages: REALLY a lot
Pillar Page Type: resource
Total Word Count: 70
Audubon’s Guide to North American Birds is a comprehensive and indispensable resource for both professional ornithologists and casual birdwatchers. This guide, meticulously compiled by the National Audubon Society, provides a wealth of information on hundreds of bird species native to North America.
How Does Audubon Use Its Pillar Page?
Since Audubon (National Audubon Society) is a public program, it does not place commercial advertising or other sales-related information.
However, at the end of the page, there is a call to action: they encourage users to sign up for a newsletter or donate to support bird conservation efforts.
Why Audubon’s Page Is a Good Example to Follow
The guide offers in-depth, detailed information about various bird species in North America. Here are the reasons why I adore this page:
- The guide includes high-quality images and audio files, which enhance user experience and increase the time users spend on the site, a positive signal for SEO.
- The guide’s structured data, such as species name, description, range, and images, are marked up with schema, making it easier for search engines to understand and display in search results.
- The guide has an extensive internal linking structure, with individual bird pages linking to related content. This helps search engines understand the relationship between pages and can improve the site’s SEO.
All of the above is very important, but I just love this optimized search system. The user can quickly find what they need, which is the main purpose of visiting the page.
This guide is a catalog linking to other pages on your site (e.g., blog posts about specific bird species, bird-watching guides) and credible external sources (e.g., scientific studies on bird populations).
Each bird listed in the guide comes with extensive information, including the bird’s common and scientific names, a brief description, the bird’s size, identifying features, and its typical habitats and behaviors. Range maps show the distribution of the bird species throughout North America, often differentiating between year-round, summer, and winter ranges and discuss the species’ migration patterns, including when and where they typically migrate. Information about the bird’s breeding habits, nesting locations, and the appearance of its eggs is also included.
The field of ornithology is dynamic, with new findings and changes to species classification happening regularly. Regular updates to the guide reflect search engines. The content is fresh and current, so it gets more traffic.
The guide naturally includes a variety of relevant keywords, such as the names of bird species, terms related to birdwatching, and associated topics like habitat and conservation. Though there are branded keywords as well.
As a respected resource, the guide receives many backlinks from reputable websites, which significantly boost its search engine ranking.
- Include audio recordings if possible, as it reflects user-engagement
- The structured data should be marked up with schema
- Make the effort to create a search box within your page, it affects the user experience
Monthly Organic Traffic: 311
Main Keyword: cold email outreach
Referring domains: 540
Attached pages: 10
Pillar Page Type: resource
Total Word Count: 599
The Cold Email Masterclass by Mailshake is a comprehensive, in-depth online course designed to teach individuals and businesses how to effectively write and send cold emails. It covers all aspects of the cold emailing process, from the initial research and planning stages to the final follow-up and closing stages.
How Does Mailshake Use Its Pillar Page?
The main purpose of this guide is reputation work and showing your expertise. Also, the banner at the bottom of the page leads to a sales demo. Thus, the master class is a component of the sales funnel.
Why Mailshake’s Page Is a Good Example to Follow
I really like the way Majelshake framed the table of contents. It’s not just a list of navigation, but a veritable tour of the course. All the attached chapters have a simple and clear URL structure: https://mailshake.com/masterclass/*chapter-topic*/.
To provide hands-on learning, the masterclass includes assignments or exercises for students to practice writing their own cold emails and receive feedback.
To inspire and motivate students, the masterclass shares success stories of individuals or companies that have achieved significant results through cold emailing.
For three years, we can observe a constant growth of traffic. However, already in the middle of 2021 there was a sharp drop in traffic, which never recovered.
The page is ranked for a total of 600 keywords, mostly medium and high competition.
By securing backlinks from high-quality websites through cold email outreach, you can increase your website’s domain authority. A higher domain authority is a positive signal to search engines and can improve your site’s ranking in search results.
- Suggest options for accessing content (online, pdf, etc.)
- A handy table of contents with a summary of the chapter content
Monthly Organic Traffic: 239
Main Keyword: how to buy a modular home
Referring domains: 8
Attached pages: 5
Pillar Page Type: 10x
Total Word Count: 3660
This guide by Rochester Homes contains all the information needed to start building a modular home and what to expect along the way.
How Does Rochester Homes Use Its Pillar Page?
As Rochester Homes is a construction company, their main aim is to attract clients. They use this guide to gather informational traffic, which they then use banners to redirect to the sales registration.
Please note that this is a local business, aiming to attract traffic only in a certain region, this explains the rather small traffic and few referring domains.
Why Rochester Homes’ Page Is a Good Example to Follow
What I particularly like about this pillar page are the live photos. If you are selling some kind of service, a great solution for you is to take live photos of the work process. Especially for local businesses.
Another thing all local businesses should take note of: the ability to download a brochure. Generally speaking, a brochure is a great thing, as it implies not only online but also offline promotion.
Last but not least, after scrolling all over the page, you will come across a form to submit an application. This serves as a link in the sales funnel, as it simplifies the user’s path to ordering a service.
At first glance, it might seem that traffic is not high at all. But let’s not forget that this is a local business, so there are fewer potential visits.
The article is ranked by 253 keywords. This is a good indicator, and the traffic is almost all non-branded.
I must admit that I was very surprised to see the number of referring domains. The reason for such low numbers is probably because this page is aimed at selling services by a certain company, so it makes no sense for competitors to link to it.
- Use live photos of your business processes
- Prepare a brochure of your services, so they can be shared in different ways
- The request form shortens the user’s path to the order
Monthly Organic Traffic: 2K
Main Keyword: what is metal stamping
Referring domains: 53
Attached pages: 12
Pillar Page Type: 10x
Total Word Count: 2045
The educational guide by ESI Engineering Specialties Inc. on what is metal stamping” explains the basics of the metal stamping process, a manufacturing technique used to convert flat metal sheets into specific shapes in an engaging way.
How Does ESI Use Its Pillar Page?
Undoubtedly, this page is an important part of the sales funnel, as it gives an in-depth understanding of the product offered.
The guide also concludes with a CTA, such as encouraging readers to contact ESI for more information or to discuss their metal stamping needs.
Why ESI’s Page Is a Good Example to Follow
A convenient in-page navigation menu helps you quickly navigate to the information you need.
The illustrations and diagrams will help even those who are not in the subject to understand what it is all about. Plus, it’s great for SEO in terms of ranking: unique images promote you in search by picture.
The company also offers readers to check out its other guides in different formats. Adds points to the user experience.
Customer testimonials are just a wishing well for E-A-T. They show your expertise and experience with big companies.
And finally: the videos from your own YouTube channel perfectly demonstrate the process of work and arouse the interest of not only the readers but also Google.
We can see a positive traffic growth rate because the content is high-quality, unique and well SEO-optimized.
The page is ranking for more than 300 keywords in the United States, and even for broad queries. This is due to both the fairly specific niche and the quality of the content.
As in the previous pillar page example (with modular homes), the pages are not so readily referenced. And all for the same reason.
- The more unique the image, the better it ranks
- Illustrate what you’re talking about with a video
- Customer testimonials can help you increase your trustworthiness
Monthly Organic Traffic: 5.4K
Main Keyword: is laser eye surgery worth it
Referring domains: 267
Attached pages: 17
Pillar Page Type: 10x
Total Word Count: 3758
NVISION’s guide to laser eye surgery provides comprehensive information about the procedure. It explains the LASIK process, outline the qualifications for ideal candidates, and detail pre- and post-surgery expectations.
Please remember that it’s important to consult directly with healthcare professionals or NVISION for the most accurate information about this surgery.
How Does NVISION Use Its Pillar Page?
Since this is a private clinic, the main purpose of such guides is to attract customers through informational traffic. This page contains a banner redirecting the reader to a page with an appointment for a doctor’s consultation.
Why NVISION’s Page Is a Good Example to Follow
The easy navigation gives you an immediate idea of which sections are contained in the article.
I really like that this page invites you to read more material on the topic. This is especially helpful in medical topics.
And the coolest thing about this page, in my opinion, is the references. Since the page provides information about medical services, it’s important to provide scientific evidence for what you’re talking about.
After a major drop at the end of 2021, traffic shows good dynamics: continues to grow steadily.
The guide naturally includes a variety of relevant keywords, such as the names of laser correction techniques, related terms, and associated topics.
The growth in the number of referrer domains is directly related to the growth in traffic, so the curve of these graphs has a similar picture. Except for the different numbers, of course.
- Add a section with further reading to boost the rest of your site’s articles
- If you write content on medical topics, don’t forget to include valid references
Monthly Organic Traffic: 16
Main Keyword: johannesburg city
Referring domains: 54
Attached pages: 30
Pillar Page Type: resource
Total Word Count: 692
The guide to Johannesburg presents a vibrant and multi-faceted view of the city. One of the main features of Roads & Kingdoms guides is their focus on food. In this context, the Johannesburg guide could explore the local culinary scene, which is as diverse as its population, featuring dishes from traditional African to Indian, Portuguese, and other global influences.
How Does R&K Use Its Pillar Page?
Roads and Kingdoms is an entertaining travel project, they have their own books and podcast. These guides are part of their mission to tell the culture of different countries and cities, and attract a new audience from search engines.
Why R&K’s Page Is a Good Example to Follow
You will definitely get an aesthetic pleasure out of watching this guide. I love that the from R&K used actual watercolor sketches of cities for their guides. It looks great, and at the same time it does a good job of boosting SEO (Google image searches).
This page is a resource page, but the list of resources is designed in a non-standard way. It is given both as a table of contents and as columns with detailed descriptions of the section. The URLs in this case have the structure https://roadsandkingdoms.com/travel-guide/johannesburg/article/.
However, the Features from Johannesburg section includes articles all over the site:
You can also see links to other guides on this website.
The traffic had sharp jumps and drops, this may be due to pumping the link mass of the article, and with an increase in interest in the topic, caused by some events. Since the spring of 2022, the traffic has been at the same level.
Pretty interesting looking keywords, too. The name of the city is often misspelled or abbreviated, which is also not the best effect on the issuance of search engines.
Despite the ambiguous curve of the graph with organic traffic, on the graph with referring domains we see a smooth growth.
- Even a resource page can be made visually impressive
- Promote the other pillar pages, so you strengthen the whole bundle
Monthly Organic Traffic: 222
Main Keyword: how to launch a saas product
Referring domains: 186
Attached pages: 15
Pillar Page Type: resource
Total Word Count: 459
The Hotjar’s essential guide to growing your early-stage SaaS startup is a comprehensive resource that provides invaluable insights and practical advice for entrepreneurs looking to build and scale their software-as-a-service (SaaS) startup. Hotjar, a popular all-in-one analytics and feedback platform, has leveraged its experience and expertise to create a guide tailored specifically for early-stage SaaS startups.
How Does Hotjar Use Its Pillar Page?
Since Hotjar themselves are SaaS, the main purpose of releasing guides is to attract users and convince them to buy their product. So, they created an entire section of guides, where business owners and marketers can find something useful for themselves (and think about buying the product, of course).
Hotjar also suggest us to subscribe and receive a newsletter with news and offers, which is also part of the sales funnel.
Why Hotjar’s Page Is a Good Example to Follow
In my opinion, the coolest thing about this guide is that the creators took care of their readers and placed information right before the content itself about what the guide was created for, what it’s based on, and how to use it.
In addition to its content, The Hotjar’s Essential Guide is user-friendly and accessible. It is well-structured, with each chapter building upon the previous one, making it easy for readers to navigate and follow along.
Each lesson is located on a separate page, which have the following structure: https://www.hotjar.com/grow-your-saas-startup/chapter-title/
I also like the fact that the page is not cluttered with text. The reader can easily find the section he wants and dive right in instead of having to flip through pages trying to find the information he wants.
The traffic graph is not consistent. Although the ups and downs are not as sharp as in the previous case. You can notice only one sharp burst of traffic.
As for the keys, we can see a pretty good pool of queries. The article even ranks well for keywords that do not involve “SaaS”, and it does even get good positions for them. This is a good result.
Despite the inconclusive nature of the organic traffic graphs, the referring domain graphs show an even increase.
- You don’t have to put the whole guide on one page: put the chapters on separate URLs and make the process of finding information easier
- Introduce the guide to your reader: what it is based on, what its purpose is, and how to use it
The Hubspot’s Guide to Creating an Effective Pillar Page
So, do you have any ideas yet? Take your time, and make sure you watch the Hubspot video before implementing them. In this one, they talk about how to make really effective topic clusters and pillar pages.
That’s it, now you have examples and a guide on how to create a great pillar page. What are you waiting for? It’s time to get to work!
Based on the examples in my article, I showed you what benefits you will get if you create a pillar page. Next, I plan to dive deeper into the topic of pillar pages and investigate how far more effective they are compared to regular pages.
Wish me luck!