Cornerstone articles – the basis for you content approach
In this update we will discuss the term “cornerstone content” or in good Dutch; hoeksteen artikelen. As in Google this is becoming more and more important it is a term you will encounter more often. If you are not yet familiar with the term SEO, we advise you to read our update “What is SEO” first. Cornerstone article content is improves SEO (search engine optimization) efforts and is one of the key principles for your content approach. The better your information (content) is found organic the more free clicks you get to the site. Being and remaining easy to find in Google is one of the most important marketing objectives of our B2B customers. Note: Google does not index websites, but pages.
Why is a cornerstone article important?
There are multiple reasons why cornerstone articles are important. The starting point is that Google attaches more and more value to quality content. In the early years of organic findability, companies began to produce mass content with as many keywords as possible. You probably know this. Texts that are hard to read, dragging on and frankly also lag behind in terms of quality. This time is over. Quality comes first. Cornerstone articles (cornerstone content) are all texts that you would like to show to all visitors. It is the basis (cornerstone) of your website.
The article itself usually describes a solution or search from multiple perspectives. The content of the article gives insight that can help making a well-considered choice after reading it. You want to be in the 1st position of Google. You will achieve this with information that matches your products and can generate revenue with. Writing for the sake of writing is a waste of your efforts.
How much text does a cornerstone article consist of?
You don’t write just for the sake of writing but you have something to say. A cornerstone article is by definition longer than the average articles. Think about 800 – 900 words about a specific subject. In this case, size does matter! Average web articles often have a length of 400-500 words. We often aim for articles of about 3-4 pages. Or start with 800 words and expand this as we have more information to 1,500 words. Content marketing is after all writing, analyzing, rewriting, analyzing, rewriting et cetera.
Cornerstone articles and internal links?
Qualitative information from a website therefore plays an important role in the process of being found easily by search engines. It also plays an important role in converting a visitor to lead or from visitor to customer. From this perspective, it is already useful to regularly make references to other pages on your websites or to other websites. By reference we mean “linking”. If you regularly place an internal link then you give more value to the page. You actually say to Google; “This is interesting and related to this topic”.
If you link a lot to the homepage our advice is to do so to the most relevant articles and not to everything. The value of your homepage is then distributed over a small number instead of as much as possible. A cornerstone article has relatively many references. After all, it is the basis! So if you have a new small article link it to your cornerstone and place an extra reference. This way you get an increasingly powerful web and your website will be found better and better.
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