Are Pillar Pages and Topic Clusters the Key to SEO in 2024?

Having a pillar page for your site not only helps to organize things, it also boosts the SEO too. You’ll be able to capitalize on higher conversion rates and an increased search engine ranking. This helps to increase your site authority while enhancing UX. With UX being a prime focus in 2024, that raises the question, could pillar pages be integral for SEO success?

A More Refined Website Structure

A lot of established businesses have been marketing for years, which means they have generated huge amounts of content. Grouping pages together by topic, theme or even category is one of the best ways for content managers to plan ahead. It’s not just content that can be clustered using pillar pages, either.

The entertainment sector is a prime example of how games can be grouped to streamline UX and accessibility. If you go to play Bigger Bass Bonanza at Paddy’s, or if you go to watch The Crown on Netflix, you’ll notice that they’re each within their own topic clusters. 

With Bigger Bass Bonanza, you have an animal theme. This same game can be organized by the provider, Pragmatic Play, or it can be categorized according to key features. On Netflix, The Crown can be organized according to British dramas, via a history category or even listed as a bingeable show. 

By defining content according to pillars, it’s easy to segment them, which means keyword usage can be refined, silos can be identified, and you can also streamline the process in general. By doing this, you not only provide your users with a good experience, but you also provide a clear and logical site structure for search engines.

Boosted EEAT Statistics 

EEAT stands for experience, expertise, authoritativeness and trustworthiness. It’s important for both Google and your customers. Your EEAT score can determine how well your pages perform on search engines. 

Pillar posts and topic clusters prove that you deserve to rank. Google prioritizes content that is created by specialists. If you’re able to deliver extensive information, you show you’re an expert. A well-written pillar page, along with topic or category clusters, can also help you to attract more traffic while encouraging engagement. 

Next, trustworthiness. If you build authority and if you deliver quality content, you should be able to show that you can be trusted. When people spend a lot of time on your page, this signals to Google that your content is reliable. Successful pillar pages and topic clusters help to contribute to the bigger picture, helping you to stand out from the crowd while ensuring that the people who do visit your site are able to find the information they need. 

By showcasing your knowledge in the form of topic clusters, pillar pages and a well-structured site, you can easily build your general credibility within the industry. You may also be able to boost your ranking as a result. Here, you’ll be able to capitalize on mentions, shares on social media and positive word-of-mouth. This can, of course, boost your general visibility online, which is the key to increasing your bottom line. 

To capitalize on this trend even more, designers should consider adopting a minimalistic design, so topic clusters and pillar pages can be found with ease, and navigated between seamlessly. Headers at the top of the site, combined with drop-down menus and mobile responsive designs, can all contribute to the general experience a user has when browsing a website. 

With topic clusters and pillar pages being integral to UX, it’s no surprise to see them being a prime focus for website managers in 2024.