Developing Cornerstone Content That Ranks Well on Google…..Here’s What YOU Need to Know
So, first of all, what exactly is cornerstone content?
Brian Clark of Copyblogger explains it this way:
“A cornerstone is something that is basic, essential, indispensable, and the chief foundation upon which something is constructed or developed. It’s what people need to know to make use of your website and do business with you. And when approached in a strategic fashion, this content can rank very well in the search engines. The key is creating compelling content that’s worth linking to, and then finding a way to get the word out”.
Here’s Brian’s 5-step strategy to developing cornerstone content that ranks well on Google:
Step #1. Keywords
- Taking in the account of the importance of keyword research think about the following:
- What is the relevant question that searchers are asking that your content and business will answer?
- Will answering that question aid a visitor to your site in getting the most out of the experience?
- Are enough people asking that question to make ambitiously answering it worthwhile?
Step #2. Title Tags and Headline
- Search engines want to offer relevant results, so those results should prominently reflect the words the searcher is using in the title of the page.
- You want to speak back to the prospective reader in their own chosen words and you want to wrap those words in a compelling headline structure that promises to answer the exact question the searcher is asking with the query.
- Writing the perfect headline makes it more likely that someone will simply use your title to link back to you.
Step #3. Content
- A lot of what determines how well a page ranks depends on the overall authority and age of the website it appears on.
- If you have a newer website trying to rank for a competitive search term, you’ll need links from other authoritative sources to make it happen.
- That means your content must be impressive, both in quality and in scope.
- Answer the question so much better and comprehensively than the competition does, and chances are better that your effort becomes worth linking to.
Step #4. Content (SEO) Landing Page
- A landing page is designed to instantly communicate what’s going on to the visitor as soon as they arrive, and also acts as a table of contents (via links to each part) that increases clarity.
- The benefits of the landing page approach:
- Retention: Keeping a reader from hitting the back button is crucial to just about every aspect of successful cornerstone content.
- Bookmarks: When presented with a beneficial, if somewhat overwhelming, piece of content, the first impulse is often to bookmark the page for a return visit.
- Links: A visiting blogger or webmaster might be instantly impressed with your work, and link to you based on the benefits and scope communicated by the landing page itself.
- Optimization: Tweaking on-page copy can boost your ranking after attracting those links, so a landing page is a key benefit.
Step #5. Related Content
- Search engines favor websites that have a lot of relevant, frequently-updated content, and they also like a lot of general link authority.
- Given that active blogging allows for constant participation in the social media space, it’s a critical way to build general site authority via links, delve into specific and related topics, and to reference your cornerstone content.
- Never assume that everyone is aware of your cornerstone resource or understands the basics.
- Periodically cross-referencing your cornerstone content allows for continued exposure and links, assuming it still meets the needs of the audience.
Remember that the first goal of cornerstone content is usefulness and relevancy to the website visitor, no matter how they arrive and the second goal is to make that content so compelling and comprehensive that people are willing—no, make that excited—to link to it.
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To Your Success,