Pillar page

What the work looks like

Written to be genuinely complete at its own level rather than as a table of contents, with contextual links to each supporting page where the subject arises naturally.

Where this comes up in the work

It is part of AI Automation and Workflows, and more specifically of Reporting automation. Across the rest of the work it shows up in:

• Google Ads Management, where it is the difference between finding the landing page that is holding back an otherwise fine campaign working and appearing to
• Paid Social and Meta Ads, in which it shows up as testing the offer before testing the headline that describes it
• Conversion Rate Optimization, which cannot be done properly without it
• Website Design and Development, since deciding what the site does when a third party is down is only as good as this is

Common questions

What is the evidence for pillar page mattering?

By measuring it rather than by argument. Written to be genuinely complete at its own level rather than as a table of contents, with contextual links to each supporting page where the subject arises naturally.

Is pillar page just another name for something?

A page of links is not a pillar page. If it has nothing to say on its own it will not rank, and it will not pass much authority either.

Is pillar page a ranking factor?

It gives a cluster a single strongest page to rank for the broad term, and gives readers a route into the detail. Whether that becomes a ranking change depends on what else is true about the site, which is why it is worth measuring rather than assuming.

How do you check pillar page on a site?

Written to be genuinely complete at its own level rather than as a table of contents, with contextual links to each supporting page where the subject arises naturally. Most of the hard parts here are covered in Retainer or Project, with the exceptions in SEO or PPC.

Whose job is pillar page?

It needs one named owner rather than a shared responsibility. The natural home is lifecycle and email, since deciding how often is too often for this audience is where the consequence lands. Next: What should we fix first on a new site?. After that, Why did our organic traffic drop?, which is where the trade-offs live.

Is pillar page expensive to get right?

The diagnosis is cheap. The fix ranges from an afternoon to a project depending on how deep it sits in the build, and we scope the second after doing the first. For the decision, Content consolidation. For the implementation, Content decay.