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How to Create Cornerstone Content That Google and Your Audience Will Love

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The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Creating the right content for your website needs serious planning and development. In an increasingly competitive world, it’s not enough that your audience loves it — Google has to love it too!

This article will show you how to create, optimize, and promote cornerstone content that drives traffic to your website and eventually converts visitors into loyal customers.

What exactly is cornerstone content?

The dictionary describes “cornerstone” as something essential, indispensable, basic, or the main foundation upon which something is constructed.

Cornerstone content, therefore, is the most important part of your website. It refers to a high-value piece of content that aims to increase traffic and brand awareness by showing what your business can offer.


Letting potential customers know what you’re all about will help define your brand and reflect your values. As well as creating a positive first impression, cornerstone content tells Google what your website wants to share.

Cornerstone content is not designed to convert visitors right away. The main aim is to pique their interest so that they’ll remember you and return when they actually need your services.

Cornerstone content is sometimes called “evergreen content”, which provides a clue to the type of articles that work best. As well as responding to trends, you should choose subjects that people consistently search for. If you’re a telecommunications company, for example, you could include a piece that explains some of the terminology (“What is VoIP?”) or how your products work (“The ultimate guide to video conferencing”).

The benefits of great cornerstone content

Cornerstone content is a hugely important tool in raising brand awareness, both through content itself and the

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