Cornerstone content is the most important content for a specific topic on a website – the cornerstone for content. Cornerstones set the basis for keyword-oriented onpage optimization and are therefore also important for online marketing and SEO.
Every house needs a cornerstone. The same is true for websites, blogs and online stores. On a commercially oriented website, for example, this is content that best and most accurately represents the content of a business: fundamental knowledge for the target group. According to the cornerstone principle, all subpages of a web presence are considered as special elaborations of the topic, which complement the cornerstone content, expand it and present it in other aspects. Cornerstone Content scores points not only with the user, but also with search engines. Because cornerstone content is
- related to a specific keyword or topic, and offers
- and offers the user added value.
Important for SEO is the constant updating of cornerstone content. By the way, this also applies to evergreen content – i.e. timeless content.
What is Cornerstone Content?
Cornerstone is the English word for a foundation stone or cornerstone. A stone on which you can build. In terms of online content, this cornerstone provides the basic knowledge on a particular topic: what the reader absolutely needs to know – and usually wants to know. Because the users of Google and Co. are looking for short, accurate and understandable answers. Anyone who uses this basic content as cornerstones for further articles gradually builds up a good ranking with the search engines.
Why is cornerstone content so important?
The problem is obvious: If you write many articles about a topic in a blog, you have to tell Google which article is central to it. Which URL is the cornerstone or cornerstone around which all other content is grouped?
Anyone who offers content in a structured way on their website is practicing sustainable search engine optimization. Because over time, traffic sources such as:
- Shares and Likes from social media platforms,
- external links from other websites,
- good positions on Google for the relevant search terms.
How to create Cornerstone Content?
To create Cornerstone Content, it is best to follow five steps:
Select the right keyword
Keywords are the starting point for smart content marketing content marketing. It is important to select a specific keyword from a variety of terms as the central keyword for which the entire web presence should rank well. The various articles and posts that convey information to the user are then based on this keyword.
Formulate an H1 heading;
H1 is a first class heading in HTML. This is the first thing in any article that the user reads. It is often decisive for whether the user clicks away or stays on the page. This heading should not be underestimated, especially from an SEO point of view. At the same time, it provides the basis for cornerstone content. Important: The H1 heading should contain the keyword.
Content marketing relies on content. Anyone who runs a blog on a particular topic does not only put suitable blog articles online on his website in a loose sequence. He also puts them in a meaningful context. Cornerstones serve as an anchor to which these articles, as well as advertising and useful information, are oriented. This anchor must first be created in text form and then placed on a landing page.
Create additional articles
The content landing page with the basic knowledge is the starting point for traffic through external links link building, good positions in search engines and comments in social media. Additional articles cover subtopics that complement the cornerstone, explain it and provide information from around the topic. They literally represent the added value of information that is so important in content marketing.
Developing the link structure around the cornerstone content
The art for building an effective internal link structure is to link to the content landing page with keywords from the environment of the main keyword and appropriate anchor texts. Example: In a blog about flowers (main keyword), links from subpages are placed on the main page with the anchor keywords roses, tulips and daffodils. Internal and external links of the additional articles to the cornerstone content send the right signals to search engines. They indicate how important the landing page is.
Important for business pages: The real focus of Cornerstone Content is not directly to sell a product, but to provide complete information on a specific topic.
So the cornerstone-oriented structure of a website looks like this:
- Home page
- Cornerstone content (this can be multiple pages, each for one topic)
- Sub-topics to Cornerstone articles, which link to the respective Cornerstone page.
If the content of a website or blog already exists, existing content can be ideally restructured according to this principle – a special form of content recycling.
Use long-tail and short-tail keywords
A very effective SEO measure is the differentiation between short-tail and long-tail keywords within the structure of a website, which is based on the principle of cornerstone content.
- Shorttail keywords are short keywords that usually consist of only one word. They are usually hotly contested. A lot of effort is required to rank well for these keywords.
- Long-tail keywords are search terms that consist of several words. For these, less SEO effort is usually required.
The trick of cornerstone content is to use these different keywords in the right places on a website:
- The Cornerstone page is oriented around a short-tail keyword.
- The subpages use long-tail keywords from the environment of the main keyword.
In this way, the website is gradually optimized with the help of cornerstone content. This is because the search engines take this as a signal for holistic and at the same time differentiated content.
Cornerstone Content provides the reader with exactly the information that is useful as basic knowledge. Those who use Cornerstone Content as a cornerstone for blog articles give their blog structure, users an overview that can be accessed at any time, and send search engines effective signals for more traffic. Cornerstone Content is a strategy for sustainable success on the Internet.
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