A pillar page is a page that serves as an anchor for a cluster of related topics (i.e., a topic cluster). Posts related to one of these topics are all ultimately linked to the associated pillar page, as well as being linked to each other. Pillar pages and topic clusters are at the heart of modern SEO. Their importance arises from the growing importance of mobile web browsing and the increasing use of voice-directed (instead of typed) search on mobile devices.

Impact contributor Liz Murphy has published a 12-step guide to writing effective pillar pages for your websites.

Murphy says, “To date, I have helped to publish more than 18 content pillar pages on the IMPACT website — two of which I wrote all by myself (on blogging tips and how to create a content style guide) — which is kind of insane to think about.

So, today, I thought I would pause for a moment to reflect on how a piece of pillar content goes from idea to reality.

I’m not talking about developing the topic cluster strategy or how you make one look pretty. I mean creating the strategy for and the writing of your pillar — an undertaking that is a beast unto itself. So, that’s what I’m going to cover today — all of the steps you need to take in order to create an effective piece of pillar content. 

1. Select a topic for your pillar page

As a refresher, a pillar content topic needs to be broad and lives at the center of your topic cluster”.

How to write a pillar page (with examples)

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