What’s the best way to structure a pillar page?
A pillar page should answer the big topic clearly, map readers to subtopics, and power internal linking for your whole cluster. Use the blueprint below verbatim.
Copy-ready pillar page outline
Pillar page Do/Don’t
| Do | Don’t | Why |
|---|---|---|
| Lead with a 90–120 word summary | Open with product hype | Sets scope and satisfies info intent |
| Use a TOC with jump links | Force endless scrolling | Improves navigation and UX signals |
| End sections with “Read next” links | Leave users at dead ends | Passes authority to cluster articles |
| Add one small table/checklist | Only long paragraphs | Enables snippet/AI extraction |
| Limit H2s to 6–10 | Dozens of unfocused H2s | Keeps topical coherence |
Build process (1–2 weeks)
| Step | What to do | Output | Owner | Timeframe |
|---|---|---|---|---|
| 1 — Scope | Define audience, jobs-to-be-done, boundaries | Brief + outline | Content lead | 1–2 days |
| 2 — TOC | Choose 6–10 H2s; map each to a cluster page | Anchored headings | Strategist | 1 day |
| 3 — Draft | Write summary, bullets, and sections (300–500 words) | Pillar draft | Writer/SME | 3–4 days |
| 4 — Structure | Add table/checklist, FAQs, internal links | Schema-ready content | Editor | 1 day |
| 5 — Ship | Add Article + FAQ JSON-LD; publish and QA | Live page + logs | WebOps | 1 day |
Internal linking that teaches engines
Use a simple graph: Pillar ↔ Cluster pages ↔ Conversion. Each H2 ends with two to three “Read next” links to precise subtopic pages (descriptive anchors like “lead scoring models” or “AEO schema”). From cluster pages, link back to the pillar using the exact topic anchor. Keep the body informational—reserve the CTA for the footer.
Paste-ready H2 block template
H2 — [Subtopic]
Two to three short paragraphs covering what/why/how. Add one 4–6 row table (Key Facts / Process / Do–Don’t). Finish with: Read next: [Cluster page 1], [Cluster page 2].
Frequently Asked Questions
Related resources
See the Complete AEO Guide and the AEO Overview Hub for page patterns and examples.