Why Every Website Needs Cornerstone Content or a Pillar Page
Content marketing as we know it has changed in the last year. This is mainly because the way people search for information has changed. Also, search algorithms work a little bit differently now.
As a result, cornerstone content has become a must-have part of your SEO strategy. But what exactly is cornerstone content and why does it matter to you? We will be discussing this in today’s article.
What is Cornerstone Content?
If you use Yoast SEO to optimise your blog posts and website content you may have noticed a little tick box that asks you whether the content piece you are writing is cornerstone content or not.
Cornerstone content is a page or article that links all your other articles together. It can also be called a pillar page. Think of cornerstone content like a pyramid. When the ancient Egyptians created their pyramids, they would build it brick by brick starting at the foundation and build it all the way to the top.
A cornerstone page usually contains a broader discussion of your niche and links to other articles or content that dig deeper into your niche. Picture a cluster. A cluster gathers similar things close together, but all those things can be tied back to the main topic.
For example, if your main topic is about sales, your pillar page can include an article on how to be better at sales and then link to other articles/content about:
- Content creation
- Social media
- And much more
Another analogy that can help you understand cornerstone content is a that of a roadmap. Your pillar page will serve as a roadmap to content around your website. It’s a broader overview of your main keyword.
Why is Cornerstone Content Important?
Now that you understand what cornerstone content is, let’s dive into why it’s important.
As mentioned before, the way in which we search for information has changed, which has subsequently resulted in a change to search engine algorithms. It is no longer possible to rank on search engines for a few keywords. Search engines now rank websites based on their authority on a specific keyword.
By creating cornerstone pages, you are telling search engines that a specific page is the most important on your website, which then helps them to understand your content better. This boosts your search ranking.
Cornerstone pages also help you to cover all aspects of your niche and to manage internal linking better. When writing blog posts, it can be easy to forget what you have written about in the past and articles can get lost in the black hole. Cornerstone pages make sure that these articles remain relevant.
Lastly, cornerstone pages provide a better user experience. If a prospect lands on one page that explains your entire website and that leads them to where they need to go, they are more likely to find products to purchase.
What Should You Put as Cornerstone Content?
According to the Yoast SEO experts, cornerstone content should never be a blog post, it should always be content pages. These pages should be updated regularly and should be informative. The best content pieces are explainers as to why people should engage with your content. This content should reflect your business, communicate your mission and help you rank high in search engines. It should combine insights from blogs you have written in the past and must link to those blogs.
To start creating cornerstone content, think of five things you want your audience to know when they visit your website. Then, start building a topic on that.
Below is an example of what cornerstone content should include. The topic chosen here is dieting and the cornerstone page will only touch the surface of the other topics and then link to articles about those topics.
Of course, you will build yours according to your niche.
Need more help to build cornerstone content? Let’s chat!