Can cornerstone content help improve rankings and performance within search?


  • Cornerstone content, core pages, pillar pages, main category pages – its all basically the same thing
  • Cornerstone content is typically long form content, built out to support numerous sub pages
  • Cornerstone content does have the potential to perform better in search given its done right


John:                     The other thing that the benefit is and I mean… give me your thoughts on this one is obviously creating cornerstone content pages. So you want a page to rank for bathtubs, which we’ve got huge traffic for claw foot bathtubs. Having nice subcategories with internal link structure from those categorised pages that are relevant to provide some, I suppose internal link equity as well.

John R:                  Yeah, I think that’s probably more important than ever at the moment given what we’re seeing in terms of performance within the SERPs. Long form content seems to be performing really well, and probably for good reason. Because people are, they’re engaging with it and the chances of someone linking to a piece of really informative content that’s 3,000 words long is probably more likely than a 350 word blurb with one photo.

John R:                  So I think a lot of what’s going on John, it’s probably dark metrics. There’s metrics that Google are using that we don’t know about, we can’t see. This is why I don’t get too hung up on things like back links and everything else, because there’s definitely a lot more to it. But in answer to your question, those core page, pillar pages, what did you refer to them as?

John:                     Cornerstone pages.

John R:                  Yeah, cornerstone pages. So-

John:                     I mean if you go one SEO training, which you do back in the day, you sort of, you look at cornerstone pages. And it just provides, I suppose it gives one parent page, or whatever you want to call it depth. It’s like having 10 relevant pages linking back to that one page, to give equity to.

John R:                  Yeah, well it comes back to what we just spoke about in terms of site structure. I always talk about the top down sort of model. You can call it a pillar page, core page, cornerstone page, whatever you like. If you’ve got someone in the bathroom remodeling or renovations space, then it probably makes sense to you to have the parent domain, forward slash baths. And then hang, create a solid piece, five and a half thousand words or something, and smash, maybe a tiled navigation system inside that. As well as a shitload of content so that when someone lands on it, they can just move directly from there and find sub-pages.

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