Making your website accessible and easy to navigate can be the difference between retaining visitors and losing them to other sites. Strong, well-designed cornerstone content is a major factor in keeping traffic on your site and improving your customer experience. This content can also help you improve your SEO, which will boost your place in search results and bring more viewers to your site. If you don’t already have well-written and designed cornerstone content, start today so you don’t miss out on the benefits it can bring to your business.

What is Cornerstone Content?

Cornerstone content is the foundation of your website. It’s the most important, well-written, and explanatory information that you have to offer in your niche. You’re building your entire website on the basic fundamentals of your niche. It might include things like introductory blog posts, frequently asked questions, or other important information like instructions or warnings. Anything a new visitor might need to understand the content of your website or content area can be a cornerstone.

Cornerstone content should help a person get familiar with both your website and the most important topics that you’re covering.

Another reason it’s called cornerstone content is because it should be the best content on your site. This is the content many people will see when they first navigate to your website. Plan to make a good first impression with strong and relevant pieces. One way to increase the number of returning visitors to your site is actually to have a series of helpful or introductory posts linked on the welcome page.

How Many Cornerstones Should I Have?

There is no hard and fast number for the amount of cornerstone content you need, but look to have a minimum of four or five pieces of content. They should be well-researched, clear, and informative. Depending on your topic area, you may need more cornerstone posts. Don’t be afraid to branch out and create additional pieces. Few undertakings are done overnight. Update your website with cornerstone content as you grow and you’ll eventually have a wider, more solid foundation.

How to Decide Which Posts are Cornerstone Content

To decide what is cornerstone content, load your website and pretend you’re a viewer interested in your niche but unfamiliar with your business. Imagine that you’re not an expert. Try to figure out which articles or pages you’d want to look at first. What information are you seeking? The posts that a new visitor would attempt to find are cornerstone content. It’s the most basic and important information your website has to offer.

If you’re creating cornerstone content for the first time, decide what issues will be most pressing for a person searching for content in your niche. If you’re selling doghouses, for example, an article about how to choose a doghouse or the different types of doghouses would be good choices. They’re helpful articles that will appeal to many people, and bring them to your site. Once a person associates you with knowledge, they may be more likely to trust you and use your products or services.

Why is Cornerstone Content Important?

Cornerstone content is important for several reasons. The first is that it’s the information someone needs to determine whether your website is useful. If you’ve ever been to a site that lacked a clear structure, you understand the need for cornerstones. They guide a new viewer into your site and help them come to trust in the product or service you’re providing.

Cornerstone content also acts as a hub for all the posts, articles, or content you have about one topic. It’s an introduction instead of a deep, nuanced discussion of one particular aspect of an issue. Think of it as an excellent overview of topics that matter most in your niche.

How Does Cornerstone Content Help Me?

To get a better idea of how cornerstone content can improve your website, look at how Brian Clark of Copyblogger expanded his audience.

When his site started in 2006, he only had two pieces of cornerstone content that were of interest to his target audience. They were pieces about fundamental concepts in copywriting and blogging. These drew people into his site and his regular blog updates helped keep visitors around and encouraged return visits. Derek Halpren says, “The cornerstone content gave Brian instant credibility.”

More than a decade later, Brian has more than a dozen cornerstones on his site that draw in new traffic and help a viewer become accustomed to the topic. Those original cornerstone resources are still helping Copyblogger rank for strong keywords and pull in new viewers today. For Brian and others who use cornerstone content successfully, it helps them rank for high-visibility keywords and positions them as topic authorities.


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