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Cornerstone content: what is it and why does it matter?

Desktop filled with post-it notes working on cornerstone pages

Content is King is a concept that never gets old. In fact, as search engines get better and better at what they do, they continue to rely more heavily on articles with real, well-written content and less on those that are generic and keyword-stuffed. Therefore, it’s important to understand the difference between regular content, blog content, and cornerstone content.

Cornerstone content, also called flagship content or evergreen content, are the top three to five articles on your website that define the focus of your business. These are the pages that you want everyone to read. They are the foundation upon which everything else is built–the bedrock for increasing traffic and brand awareness. This content is also a critical aspect of your SEO strategy.

Intended to help you create a positive first impression, these keyword rich pages define what you offer and clearly state your business goals. You use them to begin to establish yourself as an authority in your industry.

A good cornerstone content strategy

Cornerstone content pages should always be in the top level of your main navigation. By positioning them prominently in your site structure, visitors will be able to click straight through from your homepage.

While regular pages usually run 300-400 words, Cornerstone pages are typically much longer, 900-1200 words. While you want the content to be relevant long after its initial publication (evergreen), it needs to be revised and updated to keep up with the industry and what’s happening in your own business.

Finally, once you have your cornerstone content identified, internally link existing articles to point back to this main content. Linking regular articles in this way helps search engines understand which pages are the most important.

Need help with your strategy?

At Trevellyan.biz we can help you with content marketing, of which Cornerstone Content is a big part. We start with a discussion about your business, products and goals. Next we do a comprehensive keyword review. Finally, we begin writing the content. Learn more about our Content Writing Services. Alternatively, call (518) 392-0846 or email [email protected].

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