Pillar content has become a cornerstone of modern content marketing strategies. These in-depth, comprehensive pieces of content are designed to act as hubs for specific topics, offering valuable information while linking to related articles. However, while pillar content is a powerful tool for building authority and driving organic traffic, it begs the question: Can a website have too much pillar content?
In this pillar post, we’ll explore what happens when a website overuses pillar content, the importance of a balanced content strategy, and how to determine the right amount of pillar content for your site.
Pillar content, also known as pillar pages, is an authoritative, comprehensive piece of content that serves as the foundation for a specific topic. It acts as a central hub, linking to and from related pieces of supporting content (called cluster content). For example:- Pillar Content: "The Ultimate Guide to SEO"- Cluster Content: - "How to Perform Keyword Research"- "On-Page SEO Best Practices"- "Understanding Technical SEO"
Pillar content helps organize your website, improve internal linking, and boost search engine rankings by demonstrating expertise and authority on a topic.
Improves SEO:
Pillar content targets competitive keywords and creates a strong internal linking structure that helps search engines crawl your site efficiently.
Enhances User Experience:
It provides a single, comprehensive resource for users to find answers to their questions.
Builds Authority:
High-quality pillar content positions your site as an industry leader.
Drives Traffic:
By ranking for broad keywords, pillar pages attract more visitors, who then explore related cluster content.
Yes, it is possible for a website to have too much pillar content, and this can dilute the effectiveness of your SEO strategy and overall content performance. Here’s why:
Pillar content is meant to act as the central resource for a specific topic, with cluster content supporting it. If a website has too many pillar pages, it can create confusion for both search engines and users, as there’s no clear hierarchy or focus.
While comprehensive content is valuable, too much pillar content can overwhelm your audience. Users may struggle to identify the best resource for their needs or feel inundated by lengthy, overly broad pages.
Creating high-quality pillar content requires significant time, effort, and resources. If you focus too much on creating pillar pages, you may neglect other types of content that are equally important, such as:- Regular blog posts- Case studies- Tutorials- User-generated content
Search engines value content organization and relevance. Having too many pillar pages can dilute your site’s topical authority by spreading focus across too many broad topics.
The amount of pillar content your site needs depends on your industry and target audience. For example:- A broad industry like digital marketing may require multiple pillar pages (e.g., SEO, social media, email marketing).- A niche business like local plumbing services may need fewer pillar pages (e.g., "Plumbing Tips" and "Emergency Plumbing Services").
Instead of creating multiple pillar pages, aim to make each one comprehensive and well-supported with cluster content. This enhances its relevance and authority.
Each pillar page should support a key aspect of your business. Avoid creating pillar pages that don’t align with your goals or services.
Use analytics tools like Google Analytics or SEMrush to track how your pillar pages are performing. Metrics to watch include:- Organic traffic- Bounce rate- Time on page- Keyword rankings
If certain pillar pages underperform, consider merging or repurposing them.
A successful content strategy balances pillar content with regular, supporting articles. Here’s how to maintain that balance:
Ensure every pillar page links to relevant cluster content, and vice versa. This creates a clear hierarchy and improves navigation for both users and search engines.
Focus on creating one pillar page per main topic and use cluster content to address subtopics. For example:- Pillar Page: "Digital Marketing Basics"- Cluster Content: - "What is Email Marketing?"- "How to Use Social Media for Small Businesses"- "SEO Tips for Beginners"
Incorporate other content formats to complement your pillar pages, such as:- Infographics- Videos- Short-form blog posts- Industry news updates
When done correctly, a balanced content strategy that integrates pillar and cluster content can:- Boost your website’s authority in search engines.- Improve user engagement by providing a clear content structure.- Attract both broad and niche audiences.- Drive more organic traffic and conversions.
While pillar content is a powerful tool for SEO and audience engagement, having too much can dilute its effectiveness. Focus on creating high-quality pillar pages that align with your business objectives and are supported by relevant, well-crafted cluster content. This balanced approach will ensure your website is both authoritative and user-friendly.
At Fawkes Digital Marketing, we specialize in helping businesses create and optimize content strategies that include pillar content, cluster articles, and everything in between. Contact us today to learn how we can help you achieve your content marketing goals!