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Building Cornerstone Content – A Complete Guide

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What is Cornerstone Content?

The dictionary defines the term cornerstone as “The foundation and one of the most vital elements on which something is created”.

Cornerstone content in basic terms is the most high-value and defining piece/s of content on your website. It is the foundation of your website, serving the intent of creating high-value traffic and increasing your brand awareness.

Cornerstone content should be about what your business goals are, and what value you offer to your consumers. It helps you in establishing domain authority in your industry and improves the revenue stream by serving as a “conversion” booster.

Cornerstone content always remains on the top of the funnel on your website, which means it should be free and accessible to your audience. Its purpose is to build brand awareness and sway the audience to engage with your business by creating a solid first impression. 

Importance of Cornerstone article

Now that you know what is cornerstone content, let us take a look at how a cornerstone article or blog can significantly boost your traffic:

  • Plays a significant role in your overall SEO strategy by often acting as a pillar post
  • Cornerstone article approach can help you rank in the high search volume keywords
  • Can act as a medium for using multiple internal links to indicate to Google the link structure on your website, and enhance your website’s SEO

Cornerstone articles can prove to be a critical asset, as they can help you in ranking high for competitive search terms. These articles are often long and comprise all the key information about your business, services, and benefits. This proves to be crucial in not only capturing your audience’s attention but also sending positive signals to Google about your content to help it rank better.

How to Create Cornerstone Content

  • Keyword selection

You would want to ensure that you use relevant keywords related to your chosen topic. Keyword volume is a direct sign of demand and interest amongst the users. Do comprehensive research on what keywords have the highest search volumes in your domain, and pick the ones that suit your topics the most.

You should also research long-tail keywords related to the topic, as they bring in the most authentic traffic with more chances to convert. For instance, if your content is about headphones, use high-volume keywords like “best headphones” or “best headphones wireless”. 

  • Related content

Search engines will always rank websites that regularly update their content and maintain relevancy high. Having an active publishing plan in your SEO strategy can help you in maintaining relevancy and participation. This provides a gateway into referencing all of your cornerstone content within the blogs, wherever feasible.

Cross-reference linking your cornerstone content is the most effective way of gaining extra points from Google in having a seamless content architecture with related content. Continued exposure to your cornerstone content sends positive signals to Google about your website and also boosts audience engagement.

  • Title tags and H1 Tag

The title tags of your content hold way more weight for search engines than you might realise. If your title tags like H1, H2, etc., accurately reflect what your content is about through proper usage of keywords, your page will rank high.

But remember that your title tags also serve as a headline for the users, which means that they should also speak to the readers while organically using keywords or relevant search terms.

Make sure that your title tags accurately reflect what is about to come in your content, as they promise the user that their questions will be answered.

  • Quality Content

The assessment of the quality of content by search engines has evolved over the years. It is no longer a necessity to make content long to ensure it is ranked higher. If you choose a topic that does not need many words to be explained, then you should keep it short and precise.

Nowadays, a 600-word blog can rank better for high-volume keywords than a long-form blog if it offers better value and user gratification. Ensure that your content is well-researched, offers good value to the readers, and organically uses relevant keywords and search terms.

  • Landing page

Making things easy for the end-users is always a good idea to improve the user experience. If the scope of your content is high in terms of volume, having a landing page can make things very smooth for the users. It can act as a “table of contents” page for the users, and also offer a brief explanation to the visitors about the purpose of the content linked on the page.

  • Promote Your Content

It might take some time for your content to organically gain traction on search engines and rank high. This is why it is imperative that you also promote the web pages with cornerstone content to start generating traffic. 

You can use various venues of promotion for your cornerstone content like email promotion, social media promotion, newsletters, and much more. You have to start from somewhere to ensure that the web pages are generating traffic in order to organically grow your rankings.

  • Optimization

Initially, most of your traffic on the cornerstone content web pages will come through promotion. But over time as your SERP rankings improve, organic search traffic will increase as well. The next step is to ensure that you optimize your cornerstone content regularly. Here are a few things to take care of:

  • Keep the content up to date. Update figures, quotes, etc., to ensure your content keeps up with the times
  • Refresh the style of the content if it has stayed that way for over a year
  • Try to incorporate more long-tail keywords related to your primary keyword for SEO
  • Optimize the image tags and meta tags periodically to make the content more accessible to search engines

How to Find which Article is your Cornerstone article 

Choosing which posts can be your website’s cornerstone content is very crucial and should be done carefully. Try to infuse a user mentality when choosing your cornerstone content. What would you, as a user, like to see when visiting your website? What would persuade you to continue engaging with the website’s content? These factors should be considered while choosing which articles or pages you choose as your cornerstone content.

What would you as a service provider think are the cornerstones of your entire website? Which pages offer the most value to the users in terms of information? These questions will help you find a solid collection of five or six cornerstone pages.

Mark all the cornerstone pages and link them wherever relevant in your website. This can significantly improve your website’s accessibility and make its architecture more understandable to search engines. If you have a big website with a lot of web pages, you can have more cornerstone pages. You can choose to write a cornerstone article for each of the categories on your website.

Benefits of Cornerstone Content

Cornerstone content is not only beneficial in improving your website’s SEO health but much more. Here are the top benefits of cornerstone content:

  • Raising Brand Awareness

Cornerstone content is usually the gateway into a comprehensive understanding of your services or products for consumers. Hence, it plays a very critical role in raising your brand awareness.

  • Natural Internal Linking

Cornerstone articles and blogs are usually the best spots to link the most relevant web pages within your website. Not only does it increase organic engagement for users on your website, it also sends positive signals to search engines about your website architecture.

  • Building Domain Authority and Trust

Optimized cornerstone content contains high-value information about your website for users and search engines alike. It helps in increasing your domain authority scores by containing updated information, relevant sources, and much more.

Conclusion 

Now that you know what power cornerstone content holds, it is time to generate your own. Make sure to keep all the aforementioned points in mind to generate the best cornerstone content for your website to yield the best results. It always helps to have assistance from established professionals who have a firm grasp on SEO services like Infidigit. Contact us today to learn more.

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