What Are Pillar Pages? And Why They Still Matter in 2025

Imagine walking into a library where every book on the same subject is scattered across random shelves. You’d probably waste hours piecing things together, frustrated before you ever found the answers you needed.

Now imagine the same library where one giant reference book neatly organizes everything, pointing you to deeper resources whenever you want more detail.

That’s the difference between a messy blog and a well-structured content strategy built on pillar pages.

In 2025, content marketing is more competitive than ever. Brands are constantly publishing endless streams of resources, yet search engines only reward depth, clarity, and pieces that satisfy user intent.

Pillar pages are one of the key ways you can give structure to your blog, and signal to Google that you have content worth ranking.

So, without wasting any more time, this guide will walk you through what pillar pages are, why they’re so important, and how you can build one that actually delivers traffic, leads, and trust.

What is a Pillar Page?

I’m sure when you first heard this term, you instantly thought of pillars in a building, preventing a monumental structure from collapsing. That’s not so different from a pillar page. As you write and publish new content, you’ll need certain core pages to keep the blog architecture organised. A central hub, if you will.

A pillar page, pillar content, or a content pillar serves as this central hub.

It’s a broad yet comprehensive overview of a particular topic that links to more specific, supporting articles known as cluster pages (but more on that later).

It’s the backbone of your content strategy: it organizes information, improves SEO visibility, and makes it easier for your audience to find what they need.

Let’s say you run a beauty blog. If your core topic is “Skincare Routines,” your pillar page might cover the fundamentals.

On this page, you’ll talk about what a skincare routine is, why it matters, and the basic steps involved in maintaining glowing skin, like cleansing, moisturizing, and more.

This in-depth guide would then link into cluster articles on subtopics like the best cleansers for oily skin, anti-aging serums, sunscreen recommendations, and nighttime vs. daytime routines.

In short, a pillar page acts as a roadmap for your readers and a signal to search engines that your site is a trusted authority on a topic.

Why Are Pillar Pages So Important?

You might think a pillar page is just a long-winded post about a broad topic, but it’s much more than that.

Here’s why they belong in your SEO strategy:

• They organize content around one theme: Instead of scattered blog posts floating independently, a pillar page groups related ideas into a logical system. It shows how topics interconnect and prevents your own pages from competing against each other.
• They boost SEO: Pillar pages provide a clear site structure that search engines can crawl and understand. Internal linking highlights your most important pages and signals topical authority, helping boost rankings across your content cluster.
• They guide readers efficiently: Visitors get a high-level overview before exploring specific subtopics. This reduces the back-and-forth searching and keeps them engaged.
• They serve as a long-term, updateable asset: Rather than rewriting multiple posts, you can refresh your pillar page and adjust links as your topic evolves. A single update strengthens the entire cluster.
• They enhance user experience: Acting like a roadmap, pillar pages help readers navigate your content seamlessly, improving engagement and reducing confusion.

In short, a pillar page connects all your related content, makes your site more discoverable, readable, and valuable, thereby signalling to search engines that you’re an authority on a topic.

What’s the Difference Between Pillar Pages and Other Types of Web Pages?

Another question you might have is, how exactly does a pillar page differ from the other pages on your site?

After all, you already have landing pages, blog posts, and a few content clusters lying around. The truth is, while these content types overlap in some ways, they serve very different purposes.

Let’s break it down.

Pillar Pages vs. Landing Pages

Landing pages are built with one goal in mind: conversion. They’re the “closers” in your sales process. They’re laser-focused, often short, and designed to capture leads, sell a product, or push a sign-up.

Now, take a look at Nightwatch’s landing page. Instantly, you can see that it’s written to win sign-ups.

We have some persuasive copy in the hero section, which could make readers eager to try out our free trial and become paying subscribers.

Pillar pages, on the other hand, play the role of the educator. Instead of asking visitors to sign up or pay right away, they provide knowledge first.

For example, on the Nightwatch blog, we have this pillar page on SERP data. Here, we broke down all the elements on the search engine results page, from AI overviews to the people also search for box.

All these account for different subsections in the article. So, it’s no wonder it’s over 3,000 words long.

This guide doesn’t necessarily sell at first, but it does hint to readers that Nightwatch is an indispensable tool if they intend to track their website’s performance on these SERP elements. The goal here is to provide information first, before trying to convert.

Pillar Pages vs. Topic Clusters

A lot of people get confused about topic clusters and pillar pages because they float around in the same conversation.

Well, here’s a simple explanation:

Think of a topic cluster as a family or group of blog posts that revolve around a single big idea.

For instance, if your site is about SEO, you might have posts on keyword research, link building, and on-page optimization. All of these posts are connected because they talk about one central theme: SEO.

At the center of this family is the pillar page. This is the big, comprehensive guide that ties everything together. It introduces the main topic, covers the essentials, and then points readers to those more detailed cluster posts.

So, if your pillar page is “The Ultimate Guide to SEO,” it’ll give people a strong overview and link out to your deep guides on keyword research or link building.

Once again, let’s use the Nightwatch blog as an example. We have several topic clusters on a variety of topics. One of them is AI SEO. These clusters are a group of interrelated articles that each talk about a different aspect of this topic, like

Pillar page: What is AI SEO?

Cluster pages:

• AI keyword research
• AI content optimization
• AI website audits
• And more.

This is the entire topic cluster, while the individual articles are called cluster pages.

The pillar page is the lead resource in this group that goes in-depth on what AI SEO is, why it matters, and how to use AI to upgrade diverse SEO efforts. This pillar page then points readers to the different cluster posts.

Pillar Pages vs. Blog Posts

Now, pillar pages can be blog posts, but they’re not just any blog post.

Here’s the difference:

Most blog posts tackle a single, specific angle of a topic. For example, on the Nightwatch blog, you might find an article like “How to Track Featured Snippets in Google”.

It’s focused, practical, and usually not too long.

A pillar page, on the other hand, is like the master guide. It’s designed to cover a broad topic in detail, something like “The Complete Guide to SEO in 2025.”

That article would introduce all the key areas of SEO and then link out to more focused posts for readers who want to dig deeper.

So yes, a pillar page is technically still a blog post, but it’s longer, more comprehensive, and structured to cover a big theme.

What are the Different Types of Pillar Content?

Not all pillar pages look or act the same.

They’ve all got different personalities and strengths, depending on what your audience needs and what your business wants to achieve. If you’re new to this type of content, here are some you can start curating for your blog right away:

• The “10x Content” Pillar
• The Resource Pillar
• The Service/Product Pillar
• The Hybrid Pillar

The “10x Content” Pillar: The In-depth Guide Everyone Wants to Bookmark

This is the classic type of pillar page most people imagine: a long-form, deeply comprehensive guide that answers every possible question someone might have about a topic.

It’s the type of pillar that makes you go, “Wow, I don’t need to open another tab. Everything I need is right here!”

The term “10x content” (coined by Rand Fishkin) basically means you’re creating something ten times better than anything else currently ranking.

For example, if your topic is “keyword research,” a 10x pillar page wouldn’t just scratch the surface with a few tips. It would explain the fundamentals of keyword research, compare tools, provide step-by-step instructions, include screenshots, case studies, and maybe even embed videos.

The result?

Readers leave with zero need to hit the back button and read another article.

This type of pillar works beautifully for building authority and trust.

If you’re looking for inspiration to build this type of content, look no further than Petcube’s “Puppy Care 101: A Guide for the First Time Puppy Parent.”

They promised to be a detailed guide on everything puppy care and didn’t disappoint.

In this article, you’ll learn about dog adoption, how to train your puppy, pet feeding, how to stop your furry buddy from barking, and so much more.

You’ll definitely not need to visit another site after digesting all this piece has to offer. And that’s the point.

The Resource Pillar: The Curated Hub

Not every pillar page has to be a 5,000-word monster.

Sometimes, the best way to add value is to act as a guide that organizes resources into one convenient place.
Instead of trying to explain every concept in painstaking detail, it curates and organizes the best material in one place.

A good example is Wine Folly’s “Wine 101: A Beginner’s Guide to Wine.”

While it doesn’t go into complete essays about the different types of wine, it neatly categorizes resources like:

• What is Wine Exactly?

• The 9 Primary Styles of Wine

• Taking On The Wine Tasting Challenge

• Common Types of Wine (the top varieties)\

  

This type of pillar page is perfect for brands that want to be seen as connectors of knowledge. It’s conversational in tone, usually lighter on copy, but heavy on links, tools, and references.

The Service/Product Pillar: The Business Driver

If you run a SaaS or offer a specific service, this type of pillar is your best friend. Rather than being purely informational, these pillars are built around your core offering.

They strike a balance between education and subtle selling.

On Nightwatch, we have a pillar just like this titled “What are AI SEO Agents?”

Here, I provided a detailed guide on what AI SEO agents are, why they are essential, and what kind of benefits users stand to gain. But throughout, I naturally showcased how NightOwl, Nightwatch’s agent, can help marketers and SEOs automate their core responsibilities, with screenshots, case studies, and persuasive CTAs.

The key here is value first, sales second.

If crafted effectively, this type of pillar can become both a lead-generation machine and a long-term SEO asset.

The Hybrid Pillar: A Little Bit of Everything

Finally, there’s the hybrid pillar, which combines elements of all the above.

It’s comprehensive like a 10x guide, organized like a resource hub, and subtly conversion-focused like a service/product page.

This type of pillar is powerful because it doesn’t force you to choose. Instead, it lets you serve multiple audiences: those who want to learn, those who want resources, and those ready to buy.

How to Create a High-Performing Pillar Page (Step-by-Step)

When done right, pillar pages can attract traffic, position you as an authority, and make your supporting content work twice as hard.

Here are six key steps to creating one that satisfies your audience and drives results for your brand.

• Pick the right core topic
• Do keyword and intent research
• Map out the cluster content
• Write and structure your pillar page
• Use strategic internal linking
• Measure and update

Pick the Right Core Topic

Your core topic is the foundation of your entire content strategy. It’s the “big idea” that all your cluster pages will orbit around.

The trick is choosing something that balances three things:

• What your business actually offers.
• What your audience is actively searching for.
• What’s broad enough to break down into smaller, supporting topics.

When you nail this, you’re setting yourself up for a content hub that feels both authoritative and useful.

If you run an HR software company, a topic like “Employee Onboarding” makes an excellent pillar.

Why?

Because it’s wide enough to explore from multiple angles, like

• Onboarding checklists
• The role of onboarding software
• Compliance must-haves
• Cultural integration,
• And even onboarding best practices for remote teams.

Each of those can branch into its own cluster page while tying back neatly to the main guide.

Now, let’s contrast that with something narrower like “How to Create an Employee Onboarding Checklist.” That’s not a pillar; it’s a single branch.

People searching for that phrase probably want a quick, actionable resource, not a full-blown masterclass. That makes it perfect as a cluster page supporting your broader “Employee Onboarding” pillar.

So, here’s the test:
Ask yourself, “Would someone searching this topic on Google expect a comprehensive, go-to resource, or just a fast answer?”

If the answer is the first one, congratulations! You’ve found pillar potential.

Do Keyword and Intent Research

Before you start writing your content pillar, it’s crucial to make sure people are actually searching for the topic.

Keyword research is about understanding the language your audience uses, the questions they’re asking, and the intent behind their searches.

You want your content to match both what your audience is curious about and what they actually type into search engines.

Start by looking beyond your core keyword. If your pillar topic is “AI SEO Agents,” for example, don’t stop at that phrase. Explore long-tail variations like “how do AI SEO agents work,” “AI SEO agents vs. traditional SEO tools,” or “best AI SEO agents for small businesses.”

These variations reveal opportunities for supporting cluster content, letting you cover the topic in a way that’s both comprehensive and practical for readers.

Next, dig into the questions people are asking. Tools like Nightwatch’s keyword research tool, NightOwl, and even Google’s People Also Ask boxes are goldmines for uncovering real user queries.

With the keyword research tool, provide your core topic ideas,

Type in your email address,

And you’ll receive a list of high-value keywords straight to your inbox.

This will include the search volume, difficulty, and cost per click of each keyword so you can make an informed decision before investing in any one topic.

With NightOwl, prompt the agent to conduct keyword research around a search term, and you’ll receive a list you can work with instantly.

Each question you uncover becomes a potential cluster page or section within your pillar page.

Map Out the Cluster Content

Once you’ve nailed down your core topic and done thorough keyword and intent research, the next step is mapping out your cluster content.

This starts with identifying natural subtopics within your pillar.

For example, if your pillar page is “Employee Onboarding”, you’ll notice several areas that need their own dedicated articles.

Maybe readers want a step-by-step checklist, practical case studies, software recommendations, or guidance for remote onboarding.

Each of these subtopics becomes a cluster page that links back to the pillar.

You can brainstorm each cluster page yourself, or ask NightOwl to help you extract different ones based on your core topic.

For an “Employee Onboarding” pillar, cluster content could include:

• Pillar page: “The Ultimate Guide to Employee Onboarding”: Explaining what employee onboarding is and why it matters for employee retention, productivity, and engagement.
• Blog post: “The Ultimate New Hire Onboarding Checklist”: a detailed guide breaking down each step of the process.
• Case study: “How [Company X] Reduced Turnover by Improving Onboarding”: real-world examples make the topic tangible.
• Guide: “Remote Employee Onboarding Best Practices”: addresses specific scenarios that the pillar page only touches on briefly.
• Article: “Onboarding vs Orientation: What’s the Difference?”: clears up common confusion while linking back to the pillar.
• Tool comparison: “Top 10 Employee Onboarding Software in 2025”: for readers evaluating solutions.

The beauty of this structure is that your pillar page delivers a 360° overview of the topic, introducing each subtopic in a concise, scannable format. Then, each cluster article lets you explore those areas in depth, without cluttering the main page.

Write and Structure Your Pillar Page

A high-performing pillar page is organized in a way that makes readers want to stay and explore. If visitors can’t easily find what they need, they’ll leave, no matter how good your content is.

Structure improves your content, keeps them engaged, and signals to search engines that your page is authoritative.

• Start with a clear intro that defines the topic and why it matters.
• Use a table of contents (with jump links) so readers can easily find what they need.
• Break sections into digestible chunks with H2s and H3s.
• Add visuals (infographics, process diagrams, or embedded videos) to explain complex parts.
• End with strategic CTAs: download a checklist, sign up for a demo, or read a related guide.

With this structure, your pillar page becomes a guide that leads readers effortlessly from learning the basics to taking meaningful action.

Use Strategic Internal Linking

Strategic internal linking is one of the most potent ways pillar pages boost your SEO and user experience. Each cluster page examines a specific subtopic, while the pillar page acts as the parent article, linking out to all related content.

This interconnected structure helps both your audience and search engines navigate your site effortlessly.

It also

• Helps search engines understand your site structure
• Passes authority between pages
• Keeps readers flowing through your content

In our “Employee Onboarding” pillar, you might mention “onboarding software options.” You could hyperlink that anchor to a cluster article like “Top 10 Employee Onboarding Software in 2025.”

In that cluster post, you link back to the pillar page. Over time, this creates a strong network of interrelated content, positioning your site as an authoritative source on employee onboarding while providing readers with a clear, logical path through all the information they need.

Measure and Update

A pillar page is a living, evolving asset. Like a garden, it needs regular attention to stay healthy, relevant, and high-performing.

Without ongoing maintenance, even the best pillar can lose its authority and slip in search rankings.

Start by monitoring performance. Tools like Nightwatch provide valuable insights, such as:

• Which queries your page is ranking for

• How much traffic is it bringing in

• Where users are dropping off

• And how your rankings compare to your competitors

  

This data helps you understand what’s working and what needs improvement.

Keep your page fresh by updating statistics, screenshots, and examples every 6 to 12 months. Outdated data can erode credibility, so refreshing it ensures your audience trusts your content.

Add new cluster content as trends and tools evolve. For example, in the employee onboarding niche, new topics might include:

• AI tools for onboarding
• Remote onboarding software updates
• Onboarding gamification techniques

Finally, perform regular content housekeeping to keep your pillar polished and user-friendly.

This includes:

• Fixing broken links
• Removing outdated sections
• Ensuring visuals, formatting, and mobile optimization are up to date.

Frequently Asked Questions

Are pillar pages still relevant in 2025?

Absolutely. Even with AI-driven search and Google’s unstable algorithms, pillar pages remain a cornerstone of content strategy. They help organize your site’s content, signal authority on a topic, and guide readers through related subtopics. The key is keeping them updated. So remember to add new cluster content, refresh stats, and optimize for UX to ensure they stay competitive.

How are pillar pages different from regular blog posts?

Unlike standard blog posts that usually focus on one specific idea, a pillar page provides a comprehensive overview of a broader topic. It serves as a central hub, linking out to detailed cluster articles that target subtopics.

Can a pillar page improve SEO?

Yes! A well-structured pillar page helps search engines understand your site’s hierarchy and topical authority. By linking cluster pages back to the pillar and vice versa, you create a network that boosts internal linking, distributes page authority, and makes your content more discoverable.

Build, Optimize, and Evolve Your Pillar Pages

Pillar pages are powerful. They organize your content, guide readers through complex topics, and show search engines that your site is an authority.

But creating one is only the first step. The real work starts after it’s live.

Step six, measuring and updating your pillar page, is where you turn a good page into a great, long-lasting resource.

By regularly:

• Refreshing stats, examples, and screenshots
• Adding new cluster content as trends emerge
• Fixing broken links and pruning outdated sections

—You can keep your pillar evergreen, relevant, and competitive. This ongoing effort ensures your content continues to attract traffic, maintain authority, and drive conversions.

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Sign up for Nightwatch to track performance, discover new keyword opportunities, and optimize your content for maximum impact.