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How do I structure my pillar pages for maximum SEO benefit?

Pillar pages surround a broad topic and should link off and back to many pages relevant to that topic.

What is a pillar page?

A pillar page should be built around a topic cluster. Pillar pages allow you to go into incredible detail surrounding a topic and also serve as a main page to create blog clusters through hyperlinks. The pillar page should link off and then link back to many pages around a specific topic. This is what makes pillar pages such strong pieces of content for SEO.

The pillar page should always start with a broad topic and then link off to more specific pieces of content in that topic. Although pillar pages are longer than typical blog posts, they never go into the same amount of depth. The page serves as a destination for you to link people off to separate pages of cluster content.

How to Create a Pillar Page

Firstly, you’ll need to define what broad topic keywords you want to structure your pillar pages around on your website. As soon as you have confirmed some keywords, you will then need to get your page template set up. Take a look at one of our examples for inspiration:


How to structure pillar pages

Once you have analysed all content, create separate pillar pages for each topic. This should contain all of the main aspects in a single page and link out to the more detailed pages.

Click Add Topic. Hubspot will recommend some topics. The recommendations will contain estimated monthly search volumes. The higher the monthly search volume for a key topic, the more traffic the search terms get on a monthly basis. This may also indicate they are more competitive and will therefore take longer for your pages to rank higher in the search results.

Click Create Topic


Attach the main pillar page via the Attach content URL button. From there, you will need to create subtopic keywords to link off from the main pillar page. The next important step is to make sure all pages have internal links back to the pillar page. 

When the subtopic has been correctly linked to the pillar page, the connector will turn green. If the connector is still red, double check the internal links have been published and click the Check Link button.

Over time, you can add to your Topic clusters which will contribute to the SEO of your content.