What is cornerstone content? Cornerstone content is a page where you bring together all of the information about a certain topic. It revolves around the fact that it’s not your website which ranks for keywords, but a page of your website. It was first mentioned by Copyblogger in 2007 and is an excellent way for readers to find what they need, as well as Search Engines. Search Engines want your website to explain to your visitors what you’re about in a nutshell. They want you to link to all the relevant and useful pages in one place and want to send its users to the best websites. Use ‘hub’ pages as your cornerstone content and building out your website from those is a great way to structure your website.  

How do I decide what my cornerstone content should be? 

What it boils down to is that your cornerstone content is the foundation of your website. Ask yourself a few questions: What are the main things I’m selling? What do I have the most relevant content about? Where am I adding value to my visitors’ lives? What is the main focus of my business or blog? This should help you decide where to start for your cornerstone content.  

Where should I put my cornerstone content?

If your cornerstone content is the most important page on your website it needs to be just that – a page. Not a blog post. And it also needs to be easy to navigate to; ideally within three clicks.  

How do I get people to my cornerstone pages?

One way to boost the SEO value of your cornerstone content is to use as many internal links as possible. Find out which content Google thinks is the most useful for your chosen keyword by doing a site search (i.e. use site:proofcontent.com before typing your keyword or phrase). Add a link to your cornerstone content, ideally from within the content on these pages, and using relevant words. If you want to rank for ‘red shoes’ make ‘red shoes’ or ‘shoes’ the word or phrase you add a hyperlink to.  

Top Tips for how to use Cornerstone Content

  • Make sure the user is at the centre of your website. You can be as worried as you like about search engines, but if your visitor leaves straight away there’s no point in the website. Plus, search engines are developing increasingly intelligent algorithms which pick up the value of your content to their users
  • Don’t create lots of pages on your website which target the same keyword. Make sure each page is dedicated to a different keyword
  • Focus on a few top keywords at once
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