Virtually every digital marketer understands the value of website content. But to maximize SEO performance, marketers must know which content speaks the loudest. For search engines conducting ranking operations, certain material simply outweighs other types. The weightiest by far is cornerstone content.
In a nutshell, cornerstone content is the focal point of your website, the regions that shines brightest on the SEO landscape. It lets engines know what your website is all about and what your priorities are. Your primary keywords and search terms ideally are found here.
This doesn’t imply insignificance for all other content. Far from it. Search engines value alternate material -- primarily because it links (or should link) to cornerstone postings. As a linking mechanism, it underscores the importance of cornerstone content for the benefit of search engines. Alternate material, however, is always secondary – and always must be distinguished from the primary posts. Digital marketers who don’t differentiate will trigger major SEO deductions. So shine a light on what’s most important. Engines will show their appreciation.
Which material is most suitable for the cornerstone category? Whatever reveals priority content. In that department, helpful guides lead the list. Guides leave engines no doubt about content importance. Being long form, they cover major details in a thoroughly convincing manner. Basically, guides establish expertise as no other format can.
White papers come in a close second. As with helpful guides, these generally showcase detailed, expertise-establishing information. No question about it -- it’s all about details in the eyes of search engines.
While relevant details certainly define cornerstone content, extensive verbiage isn’t mandatory. This is demonstrated by the widespread effectiveness of info graphics as identifiers of prime material. Which proves beyond the shadow of a doubt, it’s not just how much you say but what you say that counts in the world of marketing content.
If you have questions or comments about cornerstone content, or about any other brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.