How to Create Cornerstone Content For Google and Your Audience

Are you looking to create content that will really stand out and make an impact?

If so, cornerstone content is the way to go. It’s a powerful strategy for connecting with your audience, boosting visibility on Google Search, and driving targeted organic traffic.

But what exactly is it, and how do you structure it in a productive way?

This guide aims to answer these questions while also covering every aspect of creating effective cornerstone content that resonates with both Google and your target audience.

Get ready to learn all about it so you can take full advantage of this powerful content type!

What Is Cornerstone Content? 

Cornerstone content is the core of your website.

It’s information-rich articles that address topics in-depth, provide detailed solutions to readers’ problems, and offer up valuable insights.

Unlike other types of content, cornerstones are designed to be comprehensive resources on a particular topic or subject matter. These pieces are typically long-form, with the aim to cover all aspects of a particular topic.

They can be either a post or a page on your website, depending on what you’re trying to achieve.

Whichever you choose, they should be relevant to your business goals and target audience.

Simply put, the primary purpose of cornerstone content is to make a lasting, good first impression on your site users.

Their goal is to deliver a detailed and comprehensive overview of any topic without selling anything. At the same time, they should accurately reflect your business or effectively communicate its purpose.

Why Are Cornerstone Articles Important for SEO?

Most searchers will never move past the initial page of results. So, if you want your website to have a chance of being found, cornerstone articles are essential.

These pieces provide valuable information that searchers can use, which makes them more likely to show up in the top results. Plus, cornerstone content is typically longer and more detailed than other pieces, which gives it an edge over shorter articles.

Since they offer detailed information, readers are more likely to find these articles helpful and come back for more. This can help convert visitors into leads and ultimately generate more sales.

To sum up, cornerstone content is important for SEO because they:

  • Amplify Your Brand Recognition and Increase Visibility
  • Generates Focused Website Traffic
  • Help Earning Natural Links
  • Build Credibility and Establish a Positive Image for Your Business
  • Fuel Your Sales Funnel

Amplify Your Brand Recognition and Increase Visibility

With cornerstone articles, you can establish your brand as an authoritative source of information on a particular topic.

As your content starts appearing in search engine results, your brand will become more recognizable and have a better chance of being found.

Plus, cornerstone articles can serve as the core of your overall marketing strategy. 

As you create more targeted pieces that link back to cornerstones, your visibility on search engines will improve even further.

Generates Focused Website Traffic

To take full advantage of this kind of content, you need to create pieces that are tailored to your target audience.

Think about their main pain points and questions they might have related to your services or products. Furthermore, use keywords relevant to their searches so the cornerstone can pop up in the results.


When done right, this type of article can help capture focused website traffic and bring more visitors to your website.

Help Earning Natural Links

As cornerstones help establish trust and credibility, websites with high-quality content tend to receive more natural links from other sites.

Their ability to generate organic links is especially helpful for SEO as Google looks at backlinks as one of the confirmed ranking signals. The more links your content can generate, the higher ranking your website will likely have.

Build Credibility and Establish a Positive Image for Your Business

When crafted correctly, cornerstone articles can help establish your business as a reliable source of information.

The detailed and comprehensive nature of these pieces makes them perfect for demonstrating expertise in a particular field or industry. They will help boost trust and authority, which is essential for building lasting relationships with customers.

Fuel Your Sales Funnel

Last but not least, cornerstone articles can be used to fuel your sales funnel by providing readers with helpful information that helps move them through it.

For example, you can use these pieces to answer potential customers’ questions regarding certain topics or products related to yours.

This information can help potential leads learn more about your services and products, making them more likely to make a purchase.

How to Create Cornerstone Content

Creating this kind of article involves many steps, including researching the topic, writing the content, and optimising it for SEO.

Here are six detailed directives you must follow to generate cornerstones tailored for Google and your audience:

  1. Topic
  2. Format
  3. Keyword Research
  4. Content Creation
  5. SEO Optimization
  6. Analysis and Maintenance

1. Topic

The first step is to identify a suitable topic. Think about the interests of your target audience, as well as what Google looks for in terms of ranking signals.

When deciding on the format, you must assess the subjects’ complexity.

For instance, an article about SEO best practices might require more than one cornerstone piece. In such a case, you could create specific articles for each important SEO topic or subtopic. This way, your cornerstone pieces can be more focused and detailed.

To effectively reach your target audience, try to imagine yourself in their shoes. This will give you valuable insight into the kind of content that resonates with them.

Consider asking questions such as:

  • What are the major issues my target customers face? What key questions require immediate answers?
  • Out of the issues your target audience is struggling with, which ones have yet to be addressed by existing content online? Do they have inquiries that are not being answered adequately?
  • Are there any of the issues that you are specifically able to address? Do you have exclusive knowledge, experience, or expertise that could help those struggling with these difficulties?

But wait — there’s more.

To find topic ideas, you can also explore what topics are already being discussed by your target audience.

Social media, forums, and review sites are great places to find out what your target customers are talking about.

Try also one of these clever methods, simply using Google:

  • Image Tags
  • People Also Ask
  • Autosuggest
  • Related Searches

Google Image Tags

This is quite simple. Head over to Google Images.

Type in a broad idea and take note of the tags that appear:

Google Image Tags

These are usually words or phrases related to the topic you’ve searched for and could have potential as cornerstone topics.

And, if you want to dig further, just click on one of these tags and explore the suggestions.

Result tags and explore the suggestions

People Also Ask

Another great source of topics is the People Also Ask section, which appear often in search result pages:

People Also Ask

It will show you all the questions related to your search.

And, if you click on each one, more related questions will appear (which means, more subject ideas for your next cornerstone content).

Google Autosuggest

This is similar to the People Also Ask section.

When you start typing a query into Google, it will display some suggested terms:

Google display some suggested terms

These are related topics and phrases that other people are searching for.

You can use this information to come up with new ideas.

Google Related Searches

Finally, you can use Google’s related searches to find out what people are searching for.

When you type in a query, look at the bottom of the page for related searches:


These are queries that are closely related to the one you’ve searched for and could be a source of interesting topics.

2. Format

Once you’ve identified the cornerstone topics, it’s time to define a specific format for each.

There are many formats you can choose from when writing cornerstone content:

  • How-to guides
  • Comparisons
  • Infographics
  • Checklists
  • In-depth reports
  • Video tutorials

The main goal, once again, is to create content that will be helpful for your target audience and SEO-friendly.

So think about what kind of information would be beneficial for them as well as easily understood by search engine spiders.

How-to Guides

How-to guides are cornerstone pieces that explain step-by-step how to do something.

This type of content is great for niches such as technology, health, fitness, hobbies, or DIYs.


Comparison articles explore the differences between two similar products or services and give your target audience a better idea of which one is better for them.

This type of cornerstone content works best with product-based niches, but can also be useful in other areas such as lifestyle, travel, or health.


Infographics are visual pieces that provide information quickly and easily.

They are perfect if you want to add a visual element to your cornerstone content, as they can draw more attention on social media platforms or appeal to non-native English speakers.


Checklists are great for topics that involve multiple steps or activities.

This type of cornerstone content is perfect if you want to provide clear instructions and ensure the understanding of a complex process.

In-depth Reports

These kinds of articles are very detailed and provide in-depth information on a particular subject.

They work best if you want to show your expertise and attract more visitors.

Video Tutorials

Finally, video tutorials can be used both for cornerstone pieces as well as supplementary content such as FAQs.

Video tutorials provide a visual and audio experience, allowing your audience to have an easier time understanding the information you’re sharing.

3. Keyword Research

Once you’ve decided on a topic and format, it’s time to do keyword research.

This step is essential if you want your cornerstone content to be discoverable in Google Search.

When selecting a subject to cover, ensure there is an adequate keyword search volume that reflects interest and demand. This way you can be confident that your content will draw in readers.

So, if you completed step number one of this guide, you should already have a topic to start with.

Now, enter it into the keyword research tool of your choice and look for variations.

Make sure to include broad, long-tail keywords, and related phrases in your copy to maximise visibility.

To find profitable keywords, use any of these tools:

  • Google Keyword Planner
  • Google Trends
  • Answer The Public

Google Keyword Planner

Google Keyword Planner is a must-have tool, and there’s no need to break the bank – it’s free and accessible even if you’re not an advertiser!

All you need to do is enter your main term and check the results:

Google Keyword Planner

In the above example, from the main keyword “tea”, you get:

  • Bubble Tea
  • Matcha
  • Green Tea
  • Bubble Tea Near Me

And so on.

Once you have chosen a keyword, repeat the process to narrow down the topic and find a competitive, long-tail keyword with a good amount of monthly searches.

Google Trends

Google Trends is a great tool to compare different keywords’ search volumes over time.

It helps you understand the seasonality of your topic and identify the best timing to publish content for maximum visibility.

For example, if you insert the term “Christmas tree” into the search, it’s clear to see that its popularity continues to surge every December:

showing result keyword Christmas tree in google trends

Answer The Public

Answer The Public is an excellent visual keyword research tool that provides insight into questions people are asking about your subject.

It can help you identify what people are looking for and the types of content they expect to find.

By using it, you can easily build up a comprehensive list of relevant keywords within minutes.

For example, if you search for “tea” again, the tool returns a variety of queries that people are asking:

Answer the public

These questions can help you determine which topics to cover in your content.

With the above strategies, you can quickly generate a comprehensive list of keywords that are strictly related to your main subject.

By doing so, you can ensure that your cornerstone content will be discoverable and useful for those who are searching for it.

4. Content Creation

Once you have an idea of the keywords to use, it’s time to start writing.

Remember that cornerstone content should be detailed and comprehensive, so aim for a minimum of 2,000 words (3/4000 words is better).

This will ensure your copy is authoritative and targeted to the right audience.

Include the keywords you researched in the cornerstone piece, as well as all the essential information related to your topic.

Don’t forget to pepper it with images, videos, and other relevant media to make it more attractive.

Make sure to add internal and external links within the article as well.

Internal links help you drive readers from one cornerstone copy to another and ensure they stay on your site longer.

External links can help them find more detailed information and provide credibility to your website.

In addition, always add a clear and compelling call to action at the end of your content. This allows readers to take the next step and engage with it.

Finally, be sure to consider these tips for improving your cornerstones:

  • Match Search Intent
  • Proper Research
  • Include Data and Industry News

Match Search Intent

Make sure to match your cornerstone content with user intent.

For example, if a user is looking for information about “Green Tea”, you can provide them with a detailed article about health benefits and types of green tea.

This helps ensure that visitors find the info they were looking for and become satisfied customers.

There are different kinds of search intents, so research and understand the user’s query before the process of writing:

  • Informational intent. When a user wants to find information or learn about a topic
  • Navigational intent. When someone is looking for a specific page, website, product, or service
  • Transactional intent. When the user has the intention to purchase something
  • Commercial investigation intent. When the user wants to compare prices and features of various products or services
  • Local intent. When the user is looking for information related to a local business

By understanding the intent behind the search query, you can create cornerstones that resonate with the audience and meet their needs. This will help you drive more website traffic, engage visitors, and increase your conversions.

Proper Research

Make sure to carry out thorough research before you begin writing.

Look for reliable sources, such as peer-reviewed journals, industry experts, and authoritative websites. This will help you get the facts right and avoid making any mistakes.

Also, consider using online tools to gather information. For example, as previously mentioned, you can use Google Trends or Answer The Public to analyse related keywords and understand how they’re being searched by users.

Include Data and Industry News

Including data and industry news in cornerstone content can make it more relevant and interesting.

For example, you could include details related to the size of the market, trends in customer behavior, or any other statistics that are relevant to your topic.

You should also try to stay up-to-date with the latest industry news and incorporate this into your content. This will help you position yourself as an expert in the field and build trust with your readers.

5. SEO Optimization

Last but not least, don’t forget to optimise your content for SEO. Make sure to include your keywords in the title and throughout the body of your article.

Also, focus on optimising each page with different terms. This will help you maximise visibility across multiple search queries.

For each of your pieces, double-check this checklist:

  • Include Your Keyword in the Title
  • Include Your Keyword in the URL
  • Optimise Your Title Tag
  • Use Your Keyword In The First 100 Words
  • Write an Optimised Meta Description
  • Use Your Keyword in Sub-Headings
  • Optimise Your Images
  • Internal Linking

Include Your Keyword in the Title

H1 tags are usually used to indicate page titles, making them a key factor in SEO optimization.

Use them to include your keyword in the title of each page.

Also, you should pay close attention to the character limit of search engine snippets. Google only allows 60 characters, so make sure your content is concise and stays within this limit for maximum impact!

Include Your Keyword in the URL

Search engines use the URL of your content to determine what it’s about.

Include your cornerstone keyword in the URL for better visibility.

Also, make sure to keep the structure of your URLs consistent and easy to read.

Optimise Your Title Tag

The title tag is the most visible part of any piece of content. It should be optimised to include your main keyword, so search engines can easily identify what your content is about.

Use Your Keyword In The First 100 Words

The first few sentences of your copy are the most important for SEO purposes, as they help search engines determine what the page is about.

Be sure to include your focus term in the opening lines of each cornerstone piece. This will make it easier for search engines to identify the topic of your article.

Write an Optimised Meta Description

The meta description is another key element for SEO optimization.

This short summary appears in search engine results and serves as a “preview” of your content, so include your keyword and make sure it accurately reflects what’s inside.

Use Your Keyword in Sub-Headings

Using your target keywords in subheadings helps break up long pieces of content and makes it easier for search engines to identify the topic.

Also, including them in H2, H3, and H4 tags will help search engine crawlers better understand what’s inside your content.

Optimise Your Images

Search engines can’t “see” images, so they rely on the metadata to determine what it is about.

Make sure to include your target keyword in the file name and alt text of each picture you use in your cornerstone content. This will make it easier for search engine crawlers to index your images.

Internal Linking

Linking to other pages on your website not only helps visitors navigate through it but also helps search engine crawlers better understand the context of each page.

Make sure to include internal links pointing to related content within each cornerstone piece, and don’t forget to include your keyword in the anchor text!

Finally, remember that SEO optimization takes time and effort. 

Invest in your cornerstone content to make sure it gets maximum visibility on search engine results pages. With a bit of planning and dedication, you can get great results.

6. Analysis and Maintenance

Creating cornerstone content is only the first step; you also need to measure its performance and make adjustments if necessary.

Analyse your cornerstone pieces regularly with tools like Google Analytics or Search Console, and track metrics such as page visits, time on page, social shares, etc. This will help you understand how your cornerstone content is performing and where it can be improved.

Finally, don’t forget to keep your cornerstone content fresh by updating it every once in a while. This will ensure that your content remains relevant for both search engine algorithms and readers alike!

Cornerstone Content FAQs

Q: How to Create Cornerstone Content in WordPress?

A: To create cornerstone content in WordPress, you’ll need to install a plugin like Yoast SEO. This will help you optimise each cornerstone piece for search engine crawlers and give you the tools to measure performance. Additionally, make sure to include your main keyword in page titles, headings, alt text of images, etc., to boost visibility.

Yoast SEO plugin to create cornerstone content in wordpress


Q: What is the Best Way to Promote Cornerstone Content?

A: The best way to promote cornerstone content is by leveraging social media channels and influencers. Create visuals like videos or infographics to generate buzz, and don’t forget to use paid advertising when needed.

Q: How Often Should You Update Cornerstone Content?

A: It’s important to keep cornerstone content fresh in order for it to remain relevant and perform well. Try to update your pieces at least once a year and monitor their performance regularly with tools like Google Analytics or Search Console. This will give you insights into how the content is faring and where it can be improved.


Creating cornerstone content is an effective way to stand out from the crowd and drive targeted organic traffic. By following these tips, you’ll be able to structure copies that are both search engine and reader-friendly.

Remember to plan ahead, optimise each piece for search engine crawlers, link internally, promote it on social networks, and measure its performance regularly. 

Do all this, and you’ll be well on your way to creating cornerstone content that resonates with both Google and your target audience. 

Good luck!