Pillar: what it is, what it is for, why pillar content is useful

Is the content on my site bringing real value to the audience and generating real results? The answer to this question often depends not simply on the quality of the individual articles, but on the strategy by which that content is organized, connected and made easily accessible, which defines the boundary between what attracts value and what risks being lost in digital indifference. This is where the concept of pillar content comes in, where each element contributes to building a clear and consistent map for users and a strong and recognizable hierarchy for search engines. Pillar strategy is central to content marketing because it does not just create isolated content, but builds real “pillars” that support the editorial strategy and guide the audience to all the answers they need. At the same time, these pillars help organize pages into clusters, a network of coherent and interconnected content that covers, in depth and with clarity, every relevant aspect of a given topic, signaling to Google the site’s authority around a specific topic. We start in this in-depth look at pillar pages and pillar content, to understand what these digital pillars are, but more importantly how to plan, implement and use them effectively.

What a pillar is in digital marketing

A pillar is a central piece of content that serves as the backbone of a well-organized thematic strategy.

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This definition applies primarily to pillar content, which is the approach to organizing and building a coherent system of content around a main topic. When embodied in a specific web page, this content is called a pillar page: a structure designed to delve into a broad topic and link related content to it, creating an easily navigable cluster hub for both users and search engines.

Thus, in the context of digital marketing, the concept of a pillar goes beyond a simple piece of content: it represents a strategic element around which an entire thematic, connected and coherent structure is built-and in fact we can also talk about pillar strategy. Pillars are reference points, broad and central content that comprehensively addresses a key topic, delivering substantial value to users and their information needs. Their goal is not only to attract traffic, but also to establish an organized architecture that allows both readers and search engines to better navigate and understand the overall thematic value of a site.

Pillars are often described as the “beating heart” of well-structured content marketing. Every related element, from secondary content to in-depth satellite pages, revolves and integrates around the pillar. In this way, an organic network of interconnected content is created that contributes not only to improving the user experience, but also to communicating to search engines the site’s authority on a given topic. This level of connectedness and centrality is precisely what makes pillar content enduring and strategically beneficial.

Definition of pillars in digital marketing

Let’s delve deeper into these concepts.

A pillar in digital marketing is content that serves as a structural foundation for addressing a broad and central topic in a comprehensive way. Designed to be comprehensive and robust, the pillar delves into every aspect of the topic it covers while serving as a hub for other related resources that explore its details or subtopics. Pillar-type content is designed to offer concrete and satisfying answers to users, proving essential both to maintain high audience engagement and to align with the needs of search engines, which increasingly reward sites that can demonstrate authority and thematic consistency.

Characterized by a well-articulated and logical structure, a pillar content provides site visitors with a comprehensive overview of their chosen topic, yet leaves room for further insights through links to more specific content. From this role comes its primary function as a traffic concentrator, capable of attracting both users seeking a general overview and those interested in exploring every nuance of a topic.

A good pillar not only covers a broad thematic spectrum: it also represents a long-term investment. Because of its evergreen nature, it remains relevant and useful over time, ensuring continued visibility for the site and strengthening its competitive impact.

Pillar content and pillar page: the main differences

The terms pillar content and pillar page are therefore closely related, but not interchangeable, and it is critical to understand the difference between the two in order to build effective content marketing strategies.

Pillar content represents the entire strategic approach: it is the concept behind creating a central piece of content that becomes a focal point for a given topic. It includes not only the main content, but also all clusters of content that are derived from it and related to it, forming a cohesive thematic ecosystem.

The pillar page, on the other hand, is the concrete realization of this strategy: it is the web page that hosts the pillar content and is structured to act as a hub , that is, a central point that connects all related content, called clusters. It is presented as a detailed and articulate guide to a topic, full of internal links that guide the reader to more specific articles, resources or insights. This linking system not only enhances the user experience, but also communicates to search engines the relevance and organization of the site.

In practice, while pillar content is the underlying concept that governs an entire editorial strategy, the pillar page is the practical means by which that content is manifested and organized. The distinction, then, is not formal but functional, requiring careful planning to ensure that both elements work in synergy to maximize results.

Why are they called this?

The term pillar literally translates as “pillar ” and was not chosen at random: it immediately conveys the idea of a central element capable of supporting and organizing an entire system of content, as well as organic traffic. Exactly as a pillar holds up the structure of a building, a pillar-type content acts as the main axis around which everything else takes shape and finds its balance. This parallelism is thus both etymological and conceptual: in SEO and content marketing, the pillar is the fulcrum on which a site’sthematic authority rests, making it solid and authoritative in the eyes of both users and search engines.

With the increasing complexity of online searches, disorganized or fragmented content often fails to deliver a satisfactory experience. Pillars, on the other hand, are created to provide order and cohesion, making it not only easier but also more intuitive to find information.

The parallelism with the physical world

The analogy between pillar content and the supporting columns of a physical structure helps make the concept immediately accessible. Just as columns play an essential role in supporting and stabilizing a building, pillar content provides the structure that a site needs to make its editorial strategy organized and recognizable. Each piece of satellite content, i.e., clusters, serves as a detail or complement to this primary structure, expanding the interpretation and coverage of the central topic.

Think of a well-designed building: without pillars, the walls, details and trim would remain separate elements, unable to compose a coherent system. Similarly, scattered content lacking organization fails to generate qualified traffic or convey authority. It is precisely because of the solidity of the pillars that the entire strategy finds strength and connection, allowing each element to support the other to achieve a more effective overall result.

What the pillars are for: building online visibility

A website may be rich in content, but without effective organization it risks confusing users and being irrelevant in the eyes of search engines. It is also clear from this what the strategic role of pillar content is, designed to act as the “building blocks” of the site’s thematic structure and capable of organizing content so that everything is connected, coherent and accessible, thus creating order in a potentially chaotic information landscape.

The main impact of pillar content is manifested in its ability to serve as a central reference for broad and complex topics. Through links to satellite content, so-called thematic clusters, a pillar not only ensures smooth navigation for users, but also communicates to Google that the site is an authority on that specific topic. This combination of thematic centrality and organized structure makes pillars indispensable elements for those seeking to build lasting online visibility.

Pillar content and topic clusters: how they work together

Pillar content, while central, therefore does not operate alone. Their strength lies in their connection with thematic clusters, i.e., those secondary contents that delve into subtopics related to the main theme of the pillar, in an approach that ensures broader and more detailed coverage of users’ needs, responding to a variety of queries with different levels of specificity.

For example, a pillar page dedicated to the theme “healthy eating” could serve as a broad, introductory guide, while related thematic clusters could delve into specific aspects such as “recipes for healthy breakfasts,” “the benefits of superfoods,” or “tips for balanced nutrition for people who exercise.” Each cluster is designed to answer targeted questions, attracting a diverse audience seeking more detailed information on a specific subtopic.

This mechanism has two key advantages. On the one hand, users find the path more intuitive, moving smoothly from the general to the specific. On the other hand, search engines perceive the interconnected structure between pillars and clusters as a signal of thematic relevance and authority. Thus, this system improves not only the audience experience, but also the overall ranking of the site by placing a higher value on each element of the content network.

The importance of the pillar for semantic organization of content

Semantic organization is a central aspect for those who manage the content of a website. Pillar content, with its role as the main nodes within a thematic system, is the pivot around which a coherent, useful and easily understandable ecosystem is built for both users and search engines.

Thanks to pillars, users no longer have to browse through separate or disconnected articles to get answers. Instead, they find a central piece of content that provides a comprehensive and well-structured overview, accompanied by internal links to in-depth resources. This helps them quickly meet different information needs, improving navigability and reducing the risk that they will leave the site to search elsewhere.

From an SEO perspective, pillars are equally effective. Because of their ability to “collect” keywords and related concepts in one central hub, they communicate a clear and well-defined organization of content to Google. This thematic system strengthens the semantic authority of the site, improving the overall ranking in SERPs.

The benefits of pillar strategy

Due to their integrated nature, pillars offer benefit on multiple levels, from semantic organization of the site to improving ranking performance and building trust and engagement among the audience.

We’ve said it: pillar pages are a practical solution to the need to make online content more organized, accessible and lasting. Their centrality comes from the ability to combine a robust thematic structure with valuable content that is useful to both users and search engines. And the pillars, designed to be easily understood and navigated, allow the site to build stable and sustainable visibility over time.

• Ease of exploration for users and search engines

A website must meet two basic needs: to answer users’ questions and to facilitate the work of search engines that analyze its content. Pillar content helps in both cases, simplifying the browsing experience and improving indexing.

From the users’ perspective, pillar pages provide a central point of access to a complex topic. This makes it more intuitive to find answers and delve into specific aspects, thanks to thematic clusters branching off from the pillar. For example, a person looking for generic information could start at the pillar page and later discover in-depth satellite content without ever leaving the site. The interconnectedness between content layers not only facilitates navigation, but also increases the likelihood that users will stay on the site longer.

In parallel, search engines read this structure as a sign of consistency and authority. A well-connected pillar solves multiple queries in a single visit, demonstrating that the site has comprehensive and organized coverage on the topic in question. This aspect not only influences the individual pillar page, but also strengthens the reputation of the entire site in the eyes of Google’s algorithms.

• Improved ranking for secondary content as well

Perhaps less immediate, but equally useful is the effect they have on satellite content, i.e., thematic clusters linked to the main pillar. When a pillar page is well-structured and performs well, its positive impact is also reflected on related pages thanks to the internal link architecture, which serves a dual function: it guides users through a logical path and communicates to search engines that all related pages belong to a unique and well-maintained ecosystem.

A concrete example might be a pillar page dedicated to the topic “SEO for beginners”, flanked by clusters on topics such as “how to do keyword research” or “how to optimize a meta description.” When the pillar page gets high traffic and rankings, the clusters benefit from its performance through internal links. This multiplicative effect makes secondary content more visible and authoritative, ensuring effective coverage of the entire thematic range.

At the ideal level, a well-constructed pillar is not an isolated entity: it is the driving factor that amplifies the relevance of each element in the cluster, improving the ranking not only of the pillar itself, but of all the pages surrounding it.

• Increased engagement and brand loyalty

The quality of content is something that the audience immediately perceives. A well-designed content pillar does not go unnoticed: its comprehensiveness, expository clarity and ability to cover every aspect of a topic create a positive experience from the first click. Through this content, audiences find trust in a site that offers concrete answers and valuable informational content. This trust, over time, evolves into greater brand loyalty.

Creating logical and satisfying browsing sessions increases engagement, prompting users to explore the site further and return to browse new content. The consistency and organization typical of the pillar-cluster structure enhances this process, presenting a clear and authoritative image, whether the focus is a specific market niche or a topic of general interest.

From a traffic perspective, the engagement generated by useful and well-organized content also affects important metrics such as time spent on the site, number of page views, and reduced bounce rate. This virtuous circle, in addition to strengthening user loyalty, signals to search engines that the site is meeting audience expectations, with obvious benefits on ranking as well.

• Pillars of stable and lasting traffic

Unlike seasonal or event-specific content, which generates spikes in traffic influenced by the moment, content pillars are based on evergreen themes and offer value that is maintained over time. This makes them an essential component for building stable visibility and a steady level of visits, without the fluctuations typical of news or temporary content.

A pillar does not burn out in the short term, but remains useful and relevant for a long time, continuing to attract organic searches even months or years after publication. Because of their organized structure and ability to host periodic updates, pillars evolve along with audience needs, increasing their life cycle and contributing to sustainable organic growth.

This aspect makes pillars the true “building blocks” of organic traffic. While trending content can provide a temporary burst of visits, pillars work in the background, maintaining a steady flow of qualified and loyal traffic. In the long run, this stability helps strengthen the site’s entire online presence, creating a solid foundation on which to build further growth strategies.

What are pillars: the main types and formats of pillar pages

Each pillar content is distinguished not only by its organizational structure and centrality within a strategy, but also by the format and style with which it is designed.

The choice of the type of pillar page is not a secondary aspect, but must be dictated by thestrategic objective, the target audience, and the type of response you want to offer. There are different types of pillar pages, each with specific features designed to meet different needs and cover search queries with complementary approaches. The “how-tos,” comprehensive guides, definition pages, and visual formats represent four distinct, but perfectly complementary approaches in a pillar strategy that is well cast in the objectives of a content marketing that aims to build visibility and authority over the long term.

Let’s see which formats are most widely used, how they work and when they prove useful.

1. “How to” or how-to content

Pillar pages in a “how-to” format are one of the most strategic choices for attracting an audience with well-defined practical needs. This type of content is designed to provide clear, action-oriented instructions, proving particularly effective for those who wish to learn how to perform a specific task or solve a problem. It is precisely this ability to answer queries that begin with “How to do…” or “How can I…” that makes the how-to format an essential pillar for intercepting precise and easily identifiable search intentions.

A practical example might be a pillar page entitled “How to create an effective SEO strategy.” Within it, the content could be broken down into a series of logical and detailed steps: from the first stages of goal setting to the implementation of tools and analysis. Each step could include links to useful insights or resources, making the page a hub for anyone who is tackling that topic.

The how-to format is particularly suitable in educational or industry contexts that require sequential explanation. It lends itself well to companies or professionals who want to position themselves as an authoritative resource in practical instruction, building trust with the audience. To maximize its effectiveness, it is essential to maintain a clear structure, introduce practical examples, and enrich the content with visual elements, such as explanatory images or video tutorials.

2. Comprehensive how-to guides

While the how-to format is perfect for practical, straightforward queries, comprehensive guides stand out for their ability to offer a comprehensive overview of a broad topic of great interest. These pillar pages are ideal for responding to informational search intentions, attracting users who want to fully understand a complex topic or tackle it from scratch. Their strength is their “encyclopedic” nature: they provide an overview that includes all relevant aspects, leaving room for further exploration via internal links.

An example of a comprehensive guide might be “The Ultimate Guide to Running an E-commerce Business.” This content could include sections on site optimization, order management, marketing strategies, and customer retention. Each section, although in-depth, could link back to dedicated topic clusters, allowing users to explore each specific topic in depth.

Comprehensive guides are particularly well suited for evergreen content, that which remains relevant and current over time. Their length and complexity make them a strategic tool for improving the site’s perceived authority, attracting consistent organic traffic, and consolidating online presence. When building a comprehensive guide, be sure to use a navigable table of contents, formatting that facilitates scanning (such as subheadings and bullet points), and well-structured internal links.

3. “What is” or definition pages

“What is” pages-also known as ‘what is’-are designed to satisfy queries related to understanding specific concepts, terms, or topics. This is a type of pillar page particularly suited to answering exploratory queries, where the user is looking for a clear, contextualized definition accompanied, if possible, by practical examples.

Think, for example, of a page entitled “What is content marketing.” In addition to offering a precise and in-depth definition, the content could include an analysis of its applications, benefits to businesses and the main tools used. Each section could link to dedicated clusters, such as “content marketing strategies for SMBs” or “common mistakes to avoid,” allowing users to gain a multi-layered understanding.

This type of format is particularly good for intercepting users in the early stages of the search funnel or introducing audiences to concepts they may know little or nothing about. Definition pages are essential tools for building authority and expanding organic traffic, especially in technical or innovative fields where demand for information is high. To make them even more effective, integrate visual elements such as infographics or timelines that help explain concepts in a simple and aesthetically pleasing way.

4. Visual and interactive pages

With the increasing use of multimedia content and evolving user expectations, visual and interactive pages are becoming increasingly prominent in pillar content-based strategies. This format aims to create immersive experiences that combine text, images, graphics, and interactive resources such as videos, quizzes, or detailed maps. The main goal is to offer not only information, but also an engaging and memorable user experience.

An example would be a page dedicated to the theme “The Life Cycle of Sustainable Products,” enhanced with dynamic infographics showing the main stages of production and interactive maps with data updated in real time. Another example could be the use of demonstration videos integrated into a “How to build a social media marketing strategy” page, accompanied by downloadable checklists and interactive planning forms.

These pages are particularly effective in capturing the visual attention of the audience and increasing the average time spent on the site, a factor that positively affects SEO ranking. They also lend themselves well to topics that require more immediate explanations or can benefit from a strong visual impact. However, it is crucial that multimedia elements are functionally integrated: each image, video, or graphic must maintain a clear coherence with the objective of the page and contribute to its informational value.

5. List-format articles or listicles

List format articles, also called listicles, represent a very versatile and easily digestible type of pillar page. This format lends itself to categorizing a range of information, tips or examples in a visually appealing and useful way for users.

An example might be “The 10 best content marketing strategies for 2025” or “The 7 essential tools for improving SEO.” Each bullet point in the list can serve as an introductory section that links to cluster content for further exploration. This approach not only ensures a clear and immediate format, but also leverages the scannable reading style, ideal for users who want to get quick answers or create an initial mind map on the topic.

Listicles are particularly useful for attracting users early in the funnel, due to their ability to combine immediate informational value with the promise of later insights. In addition, numbered and specific headlines often attract clicks and shares, making this format a strategic choice for social traffic as well.

6. Case study-based pillars

Another type of pillar page is one structured around case studies or real-world examples, perfect for demonstrating practical authority and concrete application of theoretical concepts. This content is designed to show specific results, processes and approaches used to solve problems or achieve certain goals, attracting a solution-oriented audience based on documented experiences.

For example, a pillar page titled “How We Increased Organic Traffic by 120% in 6 Months” might reconstruct the entire strategic path followed, integrating data, charts and links to technical resources or detailed cluster articles for insights. Case studies work particularly well in B2B or technical fields, where trust and credibility come from the ability to demonstrate expertise on concrete situations.

This type of content invites readers to imagine themselves in the narrated context and perceive the brand as a trusted partner or reference point for solving similar problems.

7. Pillar in comparative format

A comparative pillar is another powerful example, built to compare two or more solutions, tools, or strategies. This format responds perfectly to investigative queries typical of the middle stages of the funnel, where users are looking for information to help them make decisions. The content is designed to compare different options, highlighting their advantages, disadvantages and specifics with detailed tables, charts and analysis.

For example, “On-page SEO vs off-page SEO: which strategy to choose?” or “Comparing the best CMSs of 2025.” Each part of the page can include links to cluster pages devoted to individual aspects, such as WordPress features or strategies for optimizing backlinks.

Comparative pillars not only attract users with investigative intent, but also improve dwell time on the site, retaining readers through the richness of comparison and the ability to explore specific details on satellite pages.

8. Dedicated tool-based pillars

Tool-based pillar pages are most useful for meeting the information needs of professionals seeking specific tools to enhance their operations. This format is ideal for queries such as “The best tools for…” or “How to use…,” where the user is interested not only in finding the best option, but also in understanding its practical applications.

A tangible example could be a pillar page entitled “The 10 essential tools for a successful content strategy.” Each tool described on the page could link to dedicated clusters explaining how to use it, use cases, and comparisons with alternatives. This approach not only attracts informational traffic, but also offers the opportunity to integrate affiliate marketing or lead generation strategies.

9. Extended FAQ format pillar

The FAQ format , when worked in a structured manner, can become a powerful pillar page designed to answer a wide range of questions related to a specific topic. Content is organized into clear, detailed question/answer sections that cover both general and more specific concerns, providing the reader with everything they need in a single resource.

An example might be “Everything you need to know about digital marketing: essential FAQ.” Each question can be a gateway to in-depth topic clusters, such as “How to choose a digital marketing agency” or “What are the key metrics for measuring campaign performance.” This type of pillar page is particularly suitable for intercepting long-tail queries and improving site ranking on specific queries of high interest.

How to develop the pillar strategy

Building an effective strategy based on pillar content means more than simply producing an in-depth article and linking other content to it. Rather, it is about building a solid foundation that guides every aspect of our content marketing activities, setting up a systematic process that requires overview, careful planning, in-depth knowledge of the audience and its needs, as well as work on optimizing content, to make it complete, relevant and functional for the overall goal.

Pillar strategy comes from the integration of three fundamental steps: understanding who the users are and what they are looking for, planning a coherent thematic structure, and, finally, creating content that balances informational value and strategic organization. Each step plays an essential role in ensuring that the site is not only informative, but also thematically structured to stand out in SERPs and deliver a flawless user experience.

Know your audience and its needs

Creating a strategy based on pillar content starts with a key question, “Who are my readers and what do they need?” In fact, understanding the audience is the basis on which to build the entire thematic architecture.To gain this understanding, we use the study of buyer personas, which represent as we know the profiles that describe the behaviors, needs, preferences and challenges of the ideal audience. This study allows us to identify what information users are really looking for and how they would like to access it.

For example, if our industry is online education, the audience might include students looking for graduate courses or professionals who want to get up to speed. Each profile will bring with it specific questions and different goals, which must be identified through a combination of analytical data (such as site traffic analysis or social media insights) and qualitative tools such as customer interviews or surveys. These data are valuable not only for identifying specific segments of users, but also for understanding how often certain themes or questions emerge.

Another crucial tool is the observation of online conversations, monitoring forums, social groups or digital communities to capture directly from the audience specific needs, emerging needs, recurring arguments or information gaps to be filled. This information can be used to identify topics that address real concerns, thereby increasing the likelihood that content will resonate with the audience.

These insights are most useful in setting a clear thematic framework and guiding the pillar content so that it has real impact.

Plan topics and thematic clusters

Once the audience is understood, the next step is to build a topic map: a well-defined organization of main topics (the pillars) and related topics (the clusters), ensuring systematic and in-depth coverage of every relevant aspect.

This planning is not done randomly, but starts with keyword research and identification of the most common search intents.

To start, SEOZoom helps us analyze the most searched queries in the industry and identify main and related keywords: the goal is to uncover both macro-themes that appeal to large portions of the audience and long-tail keywords that reflect specific needs and offer opportunities for in-depth coverage. For example, if the pillar is “sports nutrition,” we might identify thematic clusters such as “foods to improve athletic performance” or “protein supplementation for athletes.”

At this point, the need to organize the information with a structured schema comes into play: simple tools such as tables or mind maps or more elaborate ones such as a concept map or an editorial plan help to clearly visualize each element of the system and define the links between the pillar content and the cluster content. Creating a hierarchy of content makes the work more consistent and, most importantly, ensures that each piece of content adds value to the system as a whole.

Finally, it is important to establish a time schedule for publishing content. With this well-defined and logical scheme, the focus shifts to maintaining an organized editorial calendar, which facilitates both the creation of new content and updates to existing content, avoiding overlap and maximizing thematic synergy.

Writing and refining content

Writing pillar content requires a balance between the completeness of information offered and the thematic coherence necessary to make topics easily navigable. It is not simply a matter of writing a long article – mere word count is never an indicator of quality or usefulness, nor does it have a causal relationship with ranking: the content must be comprehensive, exhaustive and strategically structured. The challenge is to explain and cover the main themes in a clear and accessible way, to offer a detailed overview, without encroaching on the territory of insights that will be covered in thematic clusters.

The structure of the text plays a key role. Any pillar content should begin with a clear introduction that can immediately provide precise context and clarify the value the reader will find in the content. A navigable table of contents, placed in the early stages, facilitates exploration and also reinforces the usefulness of the content from an SEO perspective, helping Google understand the topics covered.

The paragraphs should be organized with a precise logical sequence, following a pattern that encourages reading and audience retention. Each section should address a central aspect of the topic, maintaining a balance between breadth and depth. It is useful to incorporate visual elements, such as charts and infographics, to facilitate understanding of the topic and guide the reader through the content without them feeling overwhelmed. Of course, SEO optimization must also be taken care of in detail, making sure that keywords are naturally distributed and that metadata is complete and relevant.

The last step is to devote time to proofreading, an indispensable phase in which we check the consistency, accuracy, and fluidity of the content: in addition to simply correcting grammatical errors, we must also work on checking overall consistency, quality of information, and effectiveness of tone of voice. The more polished the end result, the more impact and ability the pillar content will have to position itself as an authoritative resource.

How to build effective pillar content

Creating effective pillar content means turning a complex topic into an organized, useful and easily navigable resource. Unlike purely strategic work, the focus here is on the operational and practical aspects: from the initial choice of the theme to its publication, without neglecting the importance of keeping it up-to-date and connected to the rest of the editorial strategy, each step must translate the central idea into a clear and coherent piece of content capable of attracting and engaging users, as well as being easily interpreted by search engines as an authoritative reference on a given topic.

1. Choosing the central theme

The key to building valuable pillar content lies in carefully choosing the central theme, which should be broad enough to cover several related subtopics, but with clear boundaries that make it manageable and targeted. A poorly chosen theme can result in scattershot content that does not accurately meet the needs of the audience nor those of the search engines.

Search intent analysis is a key step in identifying the right theme: each topic must be selected considering the users’ actual search intentions, which may be informative, practical, or comparative. For example, if the audience is looking for “how to plan a weekly workout,” the content should be structured to respond clearly and practically to this need, avoiding digressions that could drive away interest.

Another useful criterion is to identify topics that offer lasting value, so-called evergreens. Topics such as “SEO strategy,” “sustainable food,” or “saving energy in the home” are always current and continue to generate traffic over time, allowing the pillar content to maintain constant relevance. In addition to this, the choice of theme should also be guided by the ability to generate clusters: if there are not enough subtopics available to cover, the pillar risks remaining isolated.

A practical example of well-defined core themes: “Digital marketing for beginners,” which could cover clusters such as “SEO for beginners,” “introduction to content marketing,” and “social media guide.” This choice would combine breadth and specificity, offering a range of possibilities to appeal to a wide range of users with diverse interests and needs.

2. From topic to structure

The next step is to design the structure of the pillar page. Organizing the content in a logical and easily navigable way is critical to providing an optimal user experience and to facilitate crawling by search engines. In this regard, one of the most effective models to adopt is that of the inverted pyramid, an approach that prioritizes essential information in the first sections of the content, leaving details and insights in later parts.

For example, a pillar page addressing “How to create a professional website” might begin by providing a general overview of the process, followed by detailed sections on specific steps such as “choosing a CMS,” “selecting a design,” and “improving SEO performance.” This template allows readers to quickly get an overview, then find specific insights in the sections that follow.

Dividing the content into well-defined sections with descriptive headings (H2, H3) not only helps the reader, but also makes it clearer to Google’s algorithms what the main focuses of the page are. Including a navigable table of contents at the beginning is another element that improves the usability of the content, allowing users to jump directly to the parts that interest them most.

To optimize the structure, it is useful to develop each section as if it were self-contained, but always connected to the overall theme. Each block of text should offer complete information on the subtopic covered, indicate links to external insights or related clusters, and end with a logical connection to the next section. This system creates a natural flow that keeps the reader within the page and encourages navigation to other related resources.

3. The importance of internal links

We’ve said it: internal links are one of the crucial elements of successful pillar content. In addition to integrating functional links between the pillar and thematic clusters, internal links are also used to build an explicit hierarchy between the various levels of the content, reinforcing its consistency and improving search engine crawling of the site.

An effective example is a pillar page exploring the theme “Running an ecommerce business,” with clusters dedicated to “sales analysis tools,” “ecommerce marketing strategies,” and “how to choose a suitable platform.” Each section of the pillar content could contain direct references to these subtopics, with links leading the reader to the clusters for deeper insights. These links enhance the user experience and also communicate to Google the overall relevance of the content system, increasing the thematic authority of the site.

Beyond simply connecting content, using optimized anchor text helps specify the context of the link. For example, instead of using generic anchor text such as “click here,” descriptive wording such as “Learn how to analyze sales performance with advanced tools” is preferable. This improves both usability and semantic relevance, providing a clear signal to users and search engines.

Finally, it is important to monitor internal links over time. As new content is published or updated, it is essential to check that links are still current. This maintenance work ensures that the site architecture remains dynamic and that the pillar continues to serve as a central hub for topic clusters.

How to make a pillar content with SEOZoom

Developing and optimizing pillar content requires strategic planning supported by reliable data, and SEOZoom proves to be an indispensable tool, allowing you to analyze queries, identify strategic opportunities, and monitor content performance for continuous improvement. Specifically, with SEOZoom we have support in building a solid thematic structure, turning the insights gathered into high-performing content that satisfies both users and search engines. Let’s look in detail at how to use some of its most useful features to plan and refine pillar content and thematic clusters.

• Using the Question Explorer

Effective pillar content starts with choosing a central theme, and tapping into audience interests is essential to define it. SEOZoom’s Question Explorer is designed precisely to do question research and analyze the conversational queries most searched by users, providing a clear picture of the recurring questions and information needs that emerge. We need this information both to identify the top questions to be answered on the pillar page and to identify insights for thematic clusters to link to.

The added value of this analysis goes beyond the quantitative richness of the data and also lies in the breakdown of queries by search intent-informational, navigational, business, or transactional. This macro-classification allows for the construction of targeted content that responds directly to the needs of the audience: for example, an informational query might become the cluster theme “How to choose local products for sustainable food,” while a transactional query might suggest a focus on “Where to buy sustainable food online.”

Once the priority topics have been identified, the tool also allows monitoring the search volume associated with the queries, guiding the selection of topics with higher traffic potential. This step ensures that pillar content not only generates value for users, but also helps build a well-positioned organic strategy.

• Finding Gaps with the Content Gap

The next step consists of an analysis of competitors, to understand how they are covering the same topic and identify any thematic gaps, i.e., important aspects not yet adequately covered. SEOZoom’s Content Gap is the ideal tool for this analysis, as it directly compares the site with competitors, highlighting keywords and queries for which our site is not yet optimized.

The value of the Content Gap lies precisely in the ability to turn these gaps into opportunities: each suggested keyword can become the starting point for expanding or improving both the pillar page and related clusters. For example, if a competitor has dedicated an in-depth cluster to “budgeting for social campaigns,” it is possible to create a broader counter-cluster that addresses the topic in even more detail, differentiating with a unique approach or offering alternative angles.

This analysis not only allows you to fill thematic holes, but also helps you avoid unnecessary duplication and overlap, ensuring that each piece of content is targeted, original and competitive.

• Monitor results and optimize

Creating pillar content is not an end point, but the beginning of an ongoing process of monitoring and optimization. SEOZoom makes it possible to precisely monitor the performance of published content, allowing you to identify any critical issues and intervene with targeted improvements to keep it relevant over time.

This is even more true if we add pillars to Monitored Pages, a feature that makes it possible to constantly track the ranking of associated URLs in SERPs for target keywords, giving us timely information to intervene with any corrections, such as expanding or improving texts or strengthening internal links to more relevant clusters.

Another strategic feature are the optimization suggestions that we also find in theEditorial Assistant, which automatically analyzes the content identifying any problems or ineffective areas, suggesting how to refine on-page SEO elements such as titles, meta descriptions, and keyword usage within the page.

Periodic review of linked content ensures that the pillar page remains the focal point of resources, preventing parts of the site from remaining isolated or out of date.

Then by integrating user behavior analysis, such as with Google Analytics, we can study the time spent on the page and the bounce rate and set an action plan: for example, adding an updated infographic or new statistics could increase user interest and improve the overall experience.

How to leverage artificial intelligence for pillar content

It is now impossible not to mention generative artificial intelligence tools , when talking about copywriting and digital in general, and it should not surprise us all that much to learn that AI can also help us simplify, accelerate and improve every step of the pillar content creation process, from initial idea generation to content construction and fine-tuning to respond to users’ search intent.

This is even more true when we think about SEOZoom’s set of AI-based tools, which integrate seamlessly into the creation of pillar content and allow us to get not only optimized text, but also structured solutions to create comprehensive thematic clusters.

• Initial cue generation

The ideation phase of pillar content can be challenging, especially when looking for a unique or innovative perspective on a broad and competitive topic. AI becomes a valuable ally for creative brainstorming, helping to identify new angles and related topics that may not emerge through traditional methods.

If we have already seen how SEOZoom’s Question Explorer can help us analyze user queries and generate ideas based on real issues that the audience is looking for, we can in parallel extend these initial inputs by integrating concrete SEO data. With the AI Writer, for example, we find a list of headings and subheadings built directly around the prevailing search intents as used by competitors, speeding up the creative process and freeing us from the typical initial bottleneck due to idea blocking.

• Structured drafts for pillar pages

Having identified the central theme, we need to translate it into a clear and consistent structure that represents the backbone of the entire pillar content. Here we call inAI Writer, which is capable of combining SEO data with generative intelligence to suggest structured outlines and optimized headings.

For example, by setting sustainable food as the primary keyword and configuring secondary keywords such as “ethical eating habits,” “consumption of local products,” and “environmental impact of food choices,” the AI Writer can generate a first draft structure for the article, suggesting well-organized sections such as:

1. What is sustainable food and why it is important.
2. Environmental and social benefits of an ethical diet.
3. Local and seasonal foods: a conscious choice.
4. Common mistakes to avoid in dietary changes.
5. Useful resources to get you started on your path to sustainability.

This framework is only a starting point, but more importantly, it can be customized and refined directly in the tool’s interface, ensuring that each section is in line with the goals of the editorial project.

In addition, the system allows the tone of voice of the content to be configured, adapting it to the target audience. For a blog dedicated to a generalist audience, an accessible and colloquial style can be chosen; for a professional audience, the tool will suggest a more analytical and formal approach. This level of customization allows you to harmonize SEO needs with reader expectations, while maintaining consistency among content.

• Semantic optimization and keyword research

Creating effective pillar content requires that the content not only cover a broad and comprehensive topic, but also be semantically and technologically optimized. SEOZoom’s combination of AI and advanced SEO data achieves this balance efficiently.

Continuing with AI Writer, content creation starts with precise configuration of primary and secondary keywords, which become the focus of the entire article. The tool does not just insert them into the text, but analyzes the semantic context of the query to ensure that each keyword is relevant to the associated search intent. For example, when writing pillar content on “energy-saving strategies,” the AI Writer will use related keywords such as “how to cut energy bills” or “energy-efficient appliances” in a fluid and contextualized way.

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Another key aspect is theoptimization of semantic relevance, where we are supported by AI Assistant, which can suggest specific changes that improve the consistency and empathy of the content with respect to users’ search patterns and pages already placed by competitors. For example, if one of the top queries is “how to monitor energy consumption,” it can suggest adding dedicated paragraphs and suggest stylistic changes that improve clarity and engagement.

Finally, AI also simplifies content review: again AI Assistant helps us to refine the result, checking readability, fluency and usefulness of the given information, to which must be added our human copywriter touch to verify that there are no technical errors or repetitions and that each section of the content is aligned with SEO best practices.

Pillar: best practices to follow and mistakes to avoid

Effective pillar content comes from balancing strategic planning, audience focus, and adaptability. By following best practices and learning from common mistakes, it is possible to build content that not only fully meets the needs of users, but is also capable of generating lasting value for the site and the entire SEO strategy.

Tips for creating effective pillar content

Let’s start with a quick overview of established best practices that can serve us to get the most out of our pillars, and consequently increase the results and online visibility of our online project.

1. Define a clear objective for each piece of pillar content

Each pillar content must answer a specific question: what audience need do we want to satisfy? Starting with a well-defined goal helps not only to chart the path forward, but also to maintain thematic and strategic coherence of the entire content. A pillar on “SEO for Beginners,” for example, may aim to guide readers from basic concepts to operational tools, creating a progressive and logical path.

2. Plan a clear and easily navigable structure

A successful pillar page cannot appear chaotic or scattered. The structure must be clear, with well-defined sections and a table of contents that allows users to quickly access the desired information. This not only enhances the reader’s experience, but also helps search engines scan the content and understand its hierarchy. Using descriptive headings and well-placed internal links is an indispensable element in making content easily usable.

3. Supplement clusters with direct and relevant references

The real strength of a content pillar is the connection to thematic clusters. Each link to secondary content must be strategically placed, guiding the reader to insights consistent with the main theme. This strengthens the site’s authority and improves its overall ranking in SERPs. For example, a section devoted to “keyword research” could include a link to a cluster that explains how to use specific tools such as Google Keyword Planner or SEOZoom.

4. Optimize content for evergreen and periodic updates

Pillar content works best when it is built as evergreen content that is relevant over time and can be easily updated. Scheduling regular reviews to incorporate new information, update statistics, or add references to emerging trends is crucial to keeping content competitive and useful to users.

5. Measure performance and adapt

Once online, a pillar content requires constant monitoring of its performance. Analyzing metrics such as organic traffic, time on page and bounce rate allows you to understand how well the content is meeting expectations and where there is room for improvement. Using analytics tools such as those from SEOZoom can accelerate this process, allowing for targeted action.

Common mistakes to avoid with pillars

Slightly more numerous are the common mistakes to steer clear of in the process of creating and managing pillars, where we cannot leave room for improvisation or superficiality!

1. Choosing a theme that is too broad or too generic

One of the first mistakes is to tackle a topic that is too broad, which makes it difficult to create cohesive and well-structured content. For example, a topic such as “online marketing” is too broad to be covered in a single pillar page, whereas a focus on “content marketing strategies for SMEs” allows the topic to be addressed in a detailed and focused way. Caution: choosing a topic that is too specific could also become a hindrance, as it limits the ability to develop thematic clusters, reducing the strategic value of the content.

2. Do not integrate a strong internal link network

A content pillar cannot live in isolation. If links to thematic clusters or other internal resources are missing, the opportunity to create an interconnected content hierarchy and amplify thematic relevance in the eyes of search engines is lost.

3. Underestimating the importance of user experience

A frequent omission concerns a lack of attention to the readability and navigability of content. Overly long blocks of text, lack of clear subheadings, or poorly organized paragraphs penalize both the reader and search engine rankings. A frustrating user journey can lead to page abandonment and significantly reduce dwell time on the site.

4. Focusing only on text, ignoring visual elements

In an age dominated by multimedia content, ignoring the integration of images, graphics, videos or infographics is a strategic mistake. Visual elements not only enhance the reader’s experience, but can also be optimized to appear in visual search results, further increasing the reach of the content.

5. Ignoring users’ search intent

Creating content without first understanding what users are searching for means risking producing irrelevant material. Ignoring search intent, for example, can lead to content that offers information that is too technical for an audience seeking simple introductory answers, or vice versa. Proper analysis of queries and search needs should always guide content writing.

6. Do not update content on a regular basis

An outdated mainstay risks becoming outdated, negatively affecting the user experience and the perceived authority of the site. Outdated data, broken links, or lack of reference to recent developments make the content less useful to both the reader and search engines.

7. Focusing too much on keywords without considering the quality of the content

Over-optimizing keywords (with outdated practices such as keyword stuffing, for instance) can compromise the readability and usefulness of the content, reducing user interest. Keywords should be used naturally, integrating harmoniously with the flow of the text.

The FAQ on pillars, pillar content and pillar pages.

Given the complexity (and sensitivity) of the topic, it is inevitable that pillar strategy tends to raise specific and detailed questions, especially when considering how to implement it effectively. Below, we have collected some of the most frequently asked questions about pillar content and pillar pages, trying to offer clear and practical answers, useful both for those taking their first steps and for those who want to optimize their pillar content. These FAQs are a reference point to clarify recurring doubts and broaden understanding of the operational and strategic aspects of this technique.

• What is a pillar in digital?

A pillar indicates a central and strategic piece of content on a website, which serves as the “backbone” for a given topic. It is the primary element around which related secondary content (clusters) are organized and developed, thus creating a coherent and interconnected structure that facilitates both user navigation and thematic understanding by search engines.

• What is a pillar content?

A pillar content is the strategic approach to content creation aimed at building an organic and interconnected thematic system. It is content that encapsulates all the key information about a broad topic, leaving specific details to be explored through related thematic clusters. It is the heart of an SEO strategy that aims to cover the full spectrum of user searches on a given topic.

• What is a pillar article?

A pillar article is a piece of pillar content crafted in the form of a long, detailed, and organized article designed to respond comprehensively and authoritatively to a central topic. Pillar articles are often used in corporate or industry blogs to generate sustainable organic traffic, attract links and improve site authority.

• What is a pillar page?

A pillar page is a web page that hosts and organizes pillar content, serving as a central hub for thematic clusters. Its function is to provide a comprehensive overview of a topic by connecting related subtopics via internal links. Pillar pages are designed to guide both users and search engines, making the site structure clear and navigable.

• What is pillar strategy?

Pillar strategy is a method of organizing and creating content that is based on a system of pillars and clusters. The strategy consists of building central content (pillars) that can cover broad themes and linking them to more specific secondary content (clusters). The goal is to optimize the content hierarchy and increase the thematic authority of the site to improve rankings and organic traffic.

• What sites need pillar content for?

Pillar content is useful for any site that needs a well-structured content marketing strategy. From informational blogs to corporate portals to e-commerce sites that need to educate audiences about complex products or services. In particular, they are essential for sites that aim to build an authoritative online reputation and generate consistent traffic over time.

• Does pillar content work even in niche industries?

Absolutely. In niche industries and blogs, content pillars play a crucial role in attracting specific audiences with targeted, in-depth questions. Indeed, they can prove even more effective in these contexts because they target a well-defined group of users, with less competition than more generalist topics.

• How long should a pillar page be?

The ideal length of a pillar page depends on the complexity of the topic being covered, but it is generally recommended to write content between 2,000 and 3,000 words. This range allows you to comprehensively cover the central theme without being scattershot, leaving additional details to topic clusters.

• How big should a pillar article be?

A pillar article, being part of a larger strategy, can vary in length depending on the specific focus. However, to attract organic traffic and position itself authoritatively, it should be between 1,500 and 2,500 words, organizing paragraphs well and optimizing expository clarity. As always, “word counts” apply as an absolutely generic guideline and have no correlation with the actual ranking or usefulness of the content.

• How long should a pillar content be?

A pillar content can be up to 3,500 words or more, especially if it is a comprehensive guide or a very rich insight. The important thing is that it be structured to avoid scattering, with a clear hierarchy to guide the reader through the essential information.

• How to link a pillar page to clusters?

Clusters should be linked to the pillar via strategic internal links, using descriptive anchor text that reflects the intent of the search query. For example, in a pillar on “SEO for beginners,” a cluster could be “how to analyze keywords,” with an internal link guiding the reader to the in-depth discussion. Links should be reciprocal: clusters should link back to the pillar and vice versa, creating a network of interconnected content.

• What are the best tools for planning content pillars?

Tools such as SEOZoom, Google Keyword Planner and Answer the Public are essential for planning content pillars. SEOZoom, in particular, offers advanced tools such as the Question Explorer and Content Gap, which help identify relevant queries, topic gaps, and strategic opportunities to build truly high-performing content pillars.

• Is SEOZoom useful for planning a cluster?

Absolutely. SEOZoom is designed to analyze search intent, identify thematic clusters, and plan an interconnected content structure effectively. With tools such as the AI Writer, Question Explorer , and Content Gap, SEOZoom supports every step of cluster creation and optimization, ensuring evidence-based planning and emerging trends.