In this video, my search engine optimization specialist Shea Bailey joined me to talk about what cornerstone content is, why it’s important for your SEO efforts, and the steps that you as a business owner should take to create your own cornerstone content.

Transcript:

Cornerstone content.

This is very important and it’s becoming more important, especially I would say this year, the way things are going with SEO.

I’m just going to read something straight off of yoast.com. It’s a blog post they have about cornerstone and this sums it up probably better than I can do it.

And it says:

What is cornerstone content? 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.

So that is literally everything in about three short paragraphs about cornerstone content and how to do it. It’s what you want to be known for within your industry, whatever your business is.

Let me give you an example of how you could structure this.

My wife, her destination wedding page will be about destination weddings, as in depth as she can make, and they’re going to be long pages. The supportive pages are going to be things that are related to the destination wedding page.

So, let’s say she has multiple sections on the main cornerstone content page, maybe one of them is about what venues or what resorts she likes to work at.

One of them may be how to book a room block. One of them may be how to work with a wedding planner on site or local vendors. And then what you can do is take that out and write more in-depth blogs.

You could write one on specific resorts that you like to work at and link it back to that page. And then she could have a really more in depth on how room blocks work. A lot of people get really, really confused about room blocks and they get freaked out about them. So, she’s written one about that and then we linked to it.

So, the more of those that you write that are supporting that, you link those to the cornerstone content, and what that does is that builds up the authority of the cornerstone content and then you can rank higher for it.

A good way to visualize this is think your state and think of a map of your state.

You see big cities and you see the little towns and then you look at the roads between them.

The big cities are going to be the cornerstone content.

The small cities 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.

So, as you can see, all the roads are going to go to the bigger cities.

You know that old saying, all roads lead to Rome? Same way with the 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 those.

And what this is going to do is this is going to tell Google, it’s sends a signal to Google that this particular page or post is what you want to be known for, and you have all the supporting information that is going to it.

So think of it as a resource, pretty much a resource page and the main theme of your business, and then you’re going to build up the internal links by using supportive content that links to it.

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