What makes a page cornerstone content
- It covers a core topic for your business thoroughly, often as a long guide.
- It targets a competitive, high-value keyword.
- It is kept up to date and reflects your best knowledge.
- It sits high in the site structure, a click or two from the home page.
How to build cornerstone content
- Choose the three to five topics that matter most to your customers and your business.
- Write or improve one comprehensive page for each.
- Link to it from every related article with descriptive anchor text, and link from it to the detailed articles.
- Update it regularly, and redirect older posts that overlap with it.
Cornerstone content works like the pillar page of a topic cluster: the related articles are the cluster pages that support it.