Go for top positions in Google with cornerstone content
Top positions in Google: of course we all want that. There are several ways to do this, and it also depends on different aspects. Are you already familiar with cornerstone content?
This is the ideal way to reach the top of the search results with your most important keywords. In this article, I will tell you exactly what this is, what it gives you, and importantly: how you can work with it yourself!
What is the cornerstone content?
Have you been working on SEO for a long time? Are you trying to do everything you can to reach high positions in Google, but not really succeeding yet?
Then cornerstone content might be able to help you! This is the most important content on your website, of which you are most proud. The advantage is that visitors to your website on these kinds of pages do not have to search for other pages with more information about the subject in question, but that they can go to this page for all relevant information.
What does such a page look like?
The striking thing about a so-called cornerstone page is that it has many more words than a ‘normal page’. Web texts usually have about 300 words, blog articles between 500 and 1000, but a page with cornerstone content quickly consists of thousands of words: 3,000 words is not strange.
Don’t be alarmed! I’m going to tell you to step by step how best to set up such a page, but first I’ll give you an example. If we search in Google for ‘what is duplicate content’, then the first organic result, after the featured snippet, is our cornerstone page.
When we look at this page about duplicate content, we see that this article has more than 3500 words. This page is very well found in Google because it contains a lot of useful information and links. The other factors that make a cornerstone content page score well, I will explain further below.
Getting started with cornerstone content in these steps:
Determine your most important keywords
The first step is actually the same as when we start creating ‘normal’ content. After all, a keyword search is a logical step. Perhaps you are already doing a good job of writing web texts, and you already have keyword research. In that case, you will know which keywords are the most important for your website. Ask yourself the following question when you choose the keywords for your cornerstone content:
From which keywords do you get the most traffic?
On which keywords did your competitor optimize his website?
Choose a suitable subject
From your keyword research you have mapped out what your most important keywords are, and now you can think of a subject around them. It is essential that this is a subject that will remain relevant to your business in the near future. After all, you want this page to be one of the most important pages of your website in the coming years. Tip: a topic with a question often works very well. AnswerThePublic.com can help you with this. This tool gives all kinds of examples of long-tail keywords that for example start with ‘how, why, what, where’ etc.
Build the structure of your page
The right content structure is very important for both your online findability and the readability of the text. When writing cornerstone content, take the following aspects into account:
Make your visitor curious
In the title and introduction of your article, you have to convince the reader of the content. Why should he or she really have to read this article, and what does it get him or her? In the title (H1) I advise you to use your most important keyword for this page. You could also choose a question in the title like we did for ‘what is marketing automation? Are you in a creative mood, and do you really want to trigger your visitors to read on? Then you could opt for a more stimulating title that immediately attracts attention. However, I would advise you to include the most important keyword here.
Add a shortcut menu
A shortcut menu consists of links to various paragraphs within your page. These so-called anchor links contribute to the user-friendliness of your page. For example, a visitor can go to his or her favorite chapter with just one click, and there is no need to scroll through everything yourself. This can be done easily by using the following HTML code:
<a href=”anchor text”>Ankerlink 1</a>
<a href=”anchor text”>Ankerlink 2</a>
<a href=”anchor text”>Ankerlink 3</a>
<a id=”anchor text 1″></a>The chapter to which anchor link 1 refers.
Where internal links are already very important for your website, this is essential with cornerstone content. This will ensure that visitors will also view other pages of your website. You offer them more relevant information, which means that you do everything you can to help your visitors as much as possible.
On a large page with a lot of information text is of course very important. Still, I advise you to look beyond that. What about images, relevant screenshots or useful videos? This provides a welcome change for your visitors, and with it, you can help your visitors even better.
A conclusion should not be missing on this page. This is the ideal way to summarize your article and close it with a call-to-action. Think carefully about what your goal of this page is, and how you want to help your visitors. With this article, you might want to convince your visitors to subscribe to your newsletter, or you might want to refer them to your webshop. In short: what conversion do you hope your visitors will do after reading this article? You can give them a helping hand by concluding a strong call-to-action.
Time to promote your content
Is your article completely finished? Congratulations! You can now sit back and wait when your page is number 1 in the search engines, but that doesn’t always happen by itself. For example, it is important that this great article is discussed on social media. Since you are probably very proud of this page, and your visitors really benefit from it, everyone should know! So first of all, make sure it’s easy for your visitors to share your article, by adding a bar with social media buttons. It’s also important to keep this content ‘alive’ in the coming months, and maybe even years. Keep sharing this page on social media and in newsletters, so there will be traffic to this page.