Pillar pages are too powerful a tool to ignore in your SEO efforts, but their misuse can be even more damaging for your website. The strategic implementation of these core pages are essential to transform them into content hubs for your visitors and drive meaningful online results for your brand.
We checked in with experts and leaders and asked them to share with our readers the most common pitfalls they see in pillar page strategies, and the responses we received are insightful indeed!
Read on!
Not using long-tail keywords
Pillar pages are supposed to be a little broad in topic, but one common mistake marketers make is to not use long-tail keywords for the pillar page. While many are tempted to use basic keywords for a pillar page, using long-tail keywords for the pillar page is more likely to bring the cluster pages to higher visibility on search engines.
Cyrus Partow
Founder, ShipTheDeal
Not enough links to relevant pages
One common mistake marketing teams make when producing a pillar page is the production of the pillar page that only links or ties with a limited number of cluster pages of the site. While it is never a good idea to link pages not related to the content of a pillar page, a marketer should link as many relevant pages as possible.
Josiah Lipsmeyer
Founder, Plasthetix
Lack of a well-defined cluster
One common mistake in implementing a pillar page strategy is failing to establish clear topic clusters with cohesive internal linking. Without a well-defined cluster, search engines and users struggle to understand the relationship between the pillar page and its supporting content.
To avoid this, create a detailed content plan that identifies the main pillar topic and all related subtopics. Ensure each supporting page links back to the pillar page and includes relevant keywords. Use consistent anchor text and maintain logical site architecture to enhance navigation, improve SEO rankings, and drive engagement.
Robin Salvador
CEO & Co-founder, Caffeine Brothers
Relying on tabs to organize content
One mistake I see all the time is relying on pillar cluster tabs to organize the content. While it might look neat, tabs hide valuable information from search engines and users who don’t know to click through. To avoid this, ditch the tabs and create a clean, scrollable page with visible, engaging links to cluster content. This ensures users and search engines can access everything with ease.
Ivan Vislavskiy
CEO & Co-founder, Comrade Digital Marketing Agency
Poor interlinking
A common mistake teams make with pillar page strategies is poor interlinking. Sometimes, they link to cluster pages but forget to link back to the pillar page, breaking the user journey and hurting SEO. The fix? Build a clear interlinking framework where every cluster page links back to the pillar, and the pillar has contextual links to each cluster. This keeps navigation smooth and maximizes authority flow.
Sasha Berson
Chief Growth Executive, Grow Law Firm
Failure to integrate with supporting content
In my opinion, a common mistake teams make when implementing a pillar page strategy focuses only on creating the pillar page without fully integrating it with supporting content. Teams often overlook the necessity to strategically align blog posts, articles, or other content pieces that support the pillar page with clear, well-structured internal linking. Without these connections, the page will lack the depth and authority to hook users and improve search engine rankings.
To avoid this, I suggest teams begin by creating a content cluster strategy that includes the main pillar topic and its subtopics. Each subtopic should be developed as independent and high-quality content, with links back to the pillar and other relevant pages. This ensures a seamless user experience and reinforces the pillar page’s authority on the subject. Besides, regular checks to link functionality, relevance, and engagement metrics can help maintain the strategy effectively.
Content cannibalization and keyword-intent mismatch
The two biggest issues I’ve encountered are:
1) Content cannibalization (when a website has multiple pages targeting the same group of keywords).
2) Mismatch with keyword intent (when a client wants to rank a high-volume informational keyword on a commercial page).
Additionally, some people don’t fully understand user intent. They can spend a lot of money to rank in the top 3 but fail to achieve conversions because the page doesn’t align with the audience’s needs.
Serhii Savchenko
SEO Specialist, Rsearched
Lack of clear internal linking and hierarchy
I’ve seen pillar page strategies falter most commonly due to a lack of clear internal linking and hierarchy. Teams often create a pillar page packed with content but fail to connect it effectively to supporting cluster pages. This undermines the strategy’s core purpose—establishing a comprehensive content hub that enhances SEO and user experience.
To avoid this, ensure every cluster page links back to the pillar page and that the pillar links to its clusters with contextual relevance. Use consistent anchor text that reflects user intent and clearly signals the relationship between the content pieces. Additionally, conduct regular audits to check for broken links or gaps in coverage, which can weaken the page’s authority. A well-structured linking strategy not only improves rankings but also keeps users engaged, guiding them seamlessly through your content ecosystem.
Neglecting to align the pillar content with user intent
One common mistake teams make when implementing a pillar page strategy is neglecting to align the pillar content with user intent. Teams often create pillar pages that focus on what they “want” to rank for, rather than addressing the specific questions or problems their audience is searching for. This mismatch can lead to poor engagement metrics like high bounce rates, signaling to search engines that the content isn’t meeting user needs.
To avoid this, start with thorough keyword research beyond search volume to understand user intent behind the queries. What are users trying to achieve when they search for this topic? Structure the pillar page to address those needs holistically, incorporating clear answers, actionable insights, and links to detailed cluster pages that dive deeper into subtopics.
So, my best advice is to focus on intent first and search engines second. Your pillar page can become a trusted resource that keeps users engaged, improves dwell time, and ultimately strengthens your SEO performance. When your audience finds value, search engines take notice.
Kayden Roberts
CMO, CamGo
The BoostMyDomain team thanks these experts and leaders for taking the time to share their valuable insights on pillar page strategies and common pitfalls to avoid.
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