What is Cornerstone Content?
Cornerstone content is becoming more important, especially in the past year, the way things are going with SEO.
Yoast.com describes cornerstone content in this way:
Cornerstone content is the core of your website. It consists of the best, most important articles on your site; the pages or posts you want to rank highest in the search engines.
Cornerstone articles are usually relatively long, informative articles, combining insights from different blog posts and covering everything that’s important about a certain topic.
Their focus is to provide the best and most complete information on a particular topic, rather than to sell products. Still, they should reflect your business or communicate your mission perfectly.
Cornerstone content can either be a blog post or a page, but whichever they are, you should make sure they’re very well written. Update them often and aim to get them to rank for your most competitive keywords.
That is one of the best summaries we’ve seen about what cornerstone content is and how to do it.
Essentially, cornerstone content is what you want to be known for within your industry, whatever your business is.
An Example: Wedding Planner
Let’s use a wedding planner as an example, specifically one that specializes in destination weddings. A planner in this situation would create a webpage dedicated to destination weddings, as in depth as she can make.
Then, she would create supporting content on other pages that are related to that primary destination weddings resource page.
Let’s assume that the planner has multiple sections on the main destination weddings cornerstone content page. One of those sections might be about is about what venues or what resorts she likes to work at.
Perhaps another is how to work with a wedding planner on site or local vendors.
Another section might be focused on how to book a room block.
Create Supporting Content
From there, the wedding planner could take, e.g., the topic of how to book a room block and write a more in-depth blog on that specific topic, which would then be linked to from the cornerstone content page, and back to the cornerstone content page.
In this situation, it would be ideal to write as many supporting blog posts about the topic of destination weddings that can be written, all linking back to the cornerstone content and vice versa.
Ultimately what this does is to build up the authority of the cornerstone content blog post or page and then you can rank higher for it.
Think About it Like a Map
A good way to visualize this is think your state/province, and think of a map of your state/province.
On that map, you see big cities and you see smaller towns and then you can see the roads connecting them.
The big cities are going to be your cornerstone content.
The smaller towns are going to be your blog posts that are supporting the cornerstone content and the roads that you see are going to be the links to all of those.
All the roads are going to go to the bigger cities.
You know that old saying, all roads lead to Rome? It’s the same way with your cornerstone content.
All related blog posts or anything related to that cornerstone content, you want to link to it and you can even interlink between them.
This is going to signal to Google that this particular page or post is what you want to be known for, and that you have a ton of the supporting information for that topic.
You are Creating a Resource Page
At the end of the day, you are creating a resource page focused on the main theme of your business, and you will want to build up as many internal links as you can pointing to that page as you can from a variety of supportive content.