Cornerstone content is a term used to describe long-form web pages or blog posts that demonstrate your authority and expertise on a given subject, product, or service. It’s important to include such content on your site not only to showcase your bona fides but also as a basis for a robust internal linking structure that will help with search engine optimization (SEO).
The overview below looks in a little more detail at what this content is and how you can create it, with links to further information.
What Is Cornerstone Content?
The Canadian Oxford Dictionary defines cornerstone as “an indispensable part or basis of something.”
Apply that definition to websites and you’ll understand cornerstone content which is, in essence, a foundational page or post that proves your knowledge and expertise. It is “indispensable” in that it helps visitors to your site understand what you are all about, and it is the “basis of something” because it serves as the anchor for other short-form content that expands upon the foundation you have established.
That short-form content consists of other pages or posts that discuss sub-topics related to the cornerstone and, critically, link back to it. These sub-topics serve two purposes: adding further depth to your site to signal greater expertise on a topic, and providing opportunities to build internal links. Links that point specifically to the cornerstone demonstrate its importance and authority to search engines, while internal links in general help site visitors and search engines navigate your site more efficiently. In short, they are really important.
By way of example, consider what a cornerstone structure might look like for an optometry practice. The cornerstone topic could be age-related macular degeneration (ARMD), a common eye disease.
The foundation page would define the disease at length, including the causes, physical changes that result, prevalence, and different types of ARMD, plus some discussion of treatment.
The sub-topics that point back to the cornerstone could include:
- What are the symptoms of ARMD?
- Wet vs. dry ARMD.
- How sun exposure increases the risks of ARMD.
- Which sunglasses offer the best UV protection?
- How high blood pressure can affect your vision.
- Do you need an annual eye exam?
- Which vision tests help detect ARMD?
- The role of nutrition in preventing ARMD.
- Top 5 fruits and vegetables for eye health.
- Can supplements improve ARMD?
- What you need to know about red light therapy and ARMD.
These sub-topics, which can incorporate long-tail keywords, can be expanded upon to continue enhancing the original topic.
How to Create Cornerstone Content
A cornerstone page is a deep dive into a subject, usually at least 2,000 words. Sub-topic posts or pages are typically addressing just one small topic and tend to be shorter and more concise.
That foundation piece needs to be relevant to your business and of value to the audience you are hoping to attract. It also needs to be engaging to keep people reading and motivate them to follow any call-to-action you include. Continuing with the optometry example above, the cornerstone page might have a link for booking an eye exam and include unique content, like interviews or testimonials from patients.
To build a cornerstone structure, you need to decide on the subject for the “foundation.” Once you have that topic, you need to brainstorm the many sub-topics you will link to the cornerstone.
It is essential to plan these smaller posts before you write your cornerstone for two reasons: you need to know first and foremost that you can create enough content on that topic, and you need to get at least some of those shorter posts ready so they can be published along with the cornerstone piece to start building the overall structure and links you need.
In terms of SEO and keywords, the cornerstone piece might use a fairly broad term that will not land you at the top of search results, as in the ARMD example above. But you can use more specific long-tail keywords in the shorter posts that are more likely to get the attention of search engines and, because they are linked to the cornerstone, will help build its authority on the subject at hand. For this you will likely need to do some keyword research.
Once you have the list of topics, it’s time to start researching, writing and linking. And, once you’ve published your pages and posts, be sure to promote them across all your social media channels for maximum exposure.
If you need help with research and writing cornerstone content, please contact me. Long-form copy is my specialty.
- To learn more about cornerstone content, I recommend this post from Copyblogger: Cornerstone Content: Overview And Step By Step Guide.
- And, in case you were wondering about the impact of artificial intelligence on traditional SEO techniques, including cornerstone content, this is a great post from Webbiquity: How Will AI Search Impact SEO? Chris Penn Provides the Best Answers Yet. Specifically, look for the section on why content marketing is even more crucial now.
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