Pillar pages and cluster pages
The pillar answers the broad search: what it is, the options, what it costs, how to choose. Each section summarises a subtopic and links to the cluster page that covers it in full. The cluster pages answer narrower searches and link back up, so the whole group reads as one subject to a searcher and to a crawler.
What makes a good pillar
A pillar earns its place by answering the broad search on its own:
- It covers the head search completely, not as a list of links.
- Every section links to the cluster page that goes deeper.
- It is the page your other pages link to when they mention the topic.
- It is updated when a cluster page changes what it says.
Mistakes to avoid
A pillar that is only a table of links gives a searcher nothing. A cluster page that targets the same broad search as the pillar competes with it. And a pillar with no cluster pages yet is just a long article; build the cluster as you go.