Cornerstone content: Why it matters for your website
You’ve probably heard the term, “cornerstone content.” You may be wondering if it’s just a trend or something important that your website needs to be utilizing. At VCG, we stay on top of marketing tools so you don’t have to. We weed out what’s irrelevant and employ what’s useful to keep your medical practice ahead of the curve.
Cornerstone content is one of these important marketing tools. So today, we’re going to give you an overview and explain how at Virginia Creative Group, we ensure your website is using this important marketing strategy to engage visitors.
What is cornerstone content?
The cornerstone content is usually comprised of at least four website pages that speak about your business in a way you’re really proud of. These pages communicate your mission and share great explanatory information that will hit home with your prospective patients. It’s the information that you want to be the cornerstone of your website—the content you most want people to read when they’re first getting to know you.
This special content is:
- Long. 1000-2000 words.
- Keyword-rich. It should contain your most relevant keywords.
- Up-to-date. This content should always be updated to keep it fresh and relevant.
- Linked-to from other places. Your other blog posts should link to your cornerstone content.
- Authentic. This content should accurately reflect the rest of your website so that when readers continue their journey deeper into your site, everything lines up and they continue to get value.
- Direct and helpful. Think about what your readers want to know and understand. What problems or issues are they having when they’re coming to your site? What can you help them with?
- Directly accessible from your home page.
- Linked correctly so that Google knows it’s important.
What it does
It makes a good first impression on your prospects. It informs and engages them. It also makes a good impression on search engines because of its keyword-richness and linking structure (which helps you show up higher in search engine results). Pretty much, if you want strong SEO and a site that will engage and attract new patients, this type of content really matters.
How we make it work for you
At Virginia Creative Group, we make sure you’re covered. You want cornerstone content to rank high in the search engines—and we do everything right so it can. When we create your website, we select and/or create cornerstone content for it based on analytics. We tell Google which pages are most important by using the right linking structure between posts, which helps to gain better search engine rankings. And we regularly update and reevaluate your content to make sure it’s getting continued results.
Want to use cornerstone content to your medical practice’s advantage? We can handle everything for you. Let’s talk.