Part 49 - AI Buddy.....How do we build cornerstone content?
Cornerstone content provides the knowledge universe with an academic foundation
As a website grows, we eventually get many different types of content.
Some articles answer very specific questions. Others go into depth on a specific subject area. We build theme pages, theme clusters, technical terms, and connections between articles.
But some topics are so fundamental that they need something more.
They need content that gives the reader a solid introduction to the entire field, explains the most important concepts, and creates a foundation for further learning.
We like to call this cornerstone content .
In English, the terms cornerstone content and pillar content are used , although the terms may be used slightly differently in different professional environments and tools.
Cornerstone content shouldn't necessarily be the longest piece of text on the website.
It should be among the most important and basic content .
A good cornerstone article helps the reader understand a larger field of study while also showing the way to more specialized knowledge.
In a knowledge universe, cornerstone content therefore becomes something more than an SEO technique.
It becomes part of the knowledge architecture itself .
Magne & the Friend
Magne
Friend...
Now we have theme pages.
Theme clusters.
Technical terms.
And quite a few articles.
What on earth are we going to build now?
The buddy
The foundation.
Magne
Now?
Shouldn't we have started with the foundation?
The buddy
Heh heh.
Ideally, of course, you can plan a lot in advance.
But in a living universe of knowledge, something interesting often happens.
Once we've been writing for a while, we start to see which themes are actually fundamental to everything else .
Magne
And that's where the cornerstone content comes in?
The buddy
Yes.
Some articles become natural introductions to an entire field of study.
They explain the basics.
Defines the most important terms.
Creates context.
And sends the reader on to the in-depth article.
What exactly is cornerstone content?
Magne
But what distinguishes a cornerstone article from a regular article?
The buddy
Let's take an example.
An article titled:
What is a language model?
can answer a fairly limited question.
Magne
While a cornerstone article might be called:
What is artificial intelligence?
The buddy
Exactly.
It can give the reader a larger map.
What artificial intelligence is.
How technology has evolved.
The difference between AI, machine learning and generative AI.
What the technology can be used for.
What limitations does it have.
And where the reader can delve further.
Magne
So the cornerstone content goes broader?
The buddy
Usually.
But the important thing is not only the width.
What is important is the role the content plays in the knowledge structure .
The cornerstone should be able to stand alone
Magne
Can the reader understand the article without having read the rest of the website?
The buddy
That should be the goal.
A good cornerstone article should be a strong entry point for a reader who may have never visited the site before.
Magne
So we can't start in the middle of a discussion and assume that the reader knows all the technical terms?
The buddy
No.
We must build understanding from the ground up.
Explain the concepts.
Provide context.
Using examples.
And at the same time avoid trying to explain absolutely everything.
Magne
Because then we get a book.
The buddy
Heh heh.
Yes.
The cornerstone content should provide a solid foundation.
The in-depth discussion may lie in other articles.
The cornerstone will lead the way
Magne
Then internal links will come in again, right?
The buddy
We won't escape them.
Cornerstone content has a particularly important function as
hub .
When we introduce a topic that deserves a more detailed explanation, we can lead the reader further.
Magne
For example?
The buddy
If the cornerstone article is about artificial intelligence and we introduce the concept of machine learning , we can explain it briefly.
Then we can link to a separate article that goes much deeper.
Magne
Then the main article doesn't have to explain everything.
The buddy
Yes.
And the reader decides for himself how far he or she wants to go.
Cornerstone content must be good content
Magne
This almost sounds obvious.
But I've seen websites where "pillar pages" seem like huge texts written mostly for Google.
The buddy
And there we find an important trap.
A piece of text does not become cornerstone content because it is 8,000 words long.
Magne
Not?
The buddy
No.
Length is not a measure of quality in itself.
If we can explain a subject area precisely in 2,000 words, the text does not automatically become better if we inflate it to 6,000.
Magne
So what is the quality measure?
The buddy
Whether the content actually helps the reader.
Is it professionally sound?
Is the structure understandable?
Does it cover the most important questions?
Does it explain key concepts?
Does it point to relevant specialization?
Is the information up to date?
It is far more important than the number of words.
We must choose what deserves to be the cornerstone
Magne
Should all of our topics have a cornerstone article?
The buddy
Not necessarily.
If everything is cornerstone content...
is nothing cornerstone content.
Magne
Heh heh.
Good point.
The buddy
We should find the topics that are crucial to understanding the rest of the knowledge.
Magne
So we ask:
What should a new reader understand first?
The buddy
Yes.
And:
What content do many other articles need to build on?
There are often good candidates.
Cornerstone content is alive
Magne
Once the cornerstone article is published, are we done?
The buddy
On the contrary.
This is content we should be extra careful about.
Magne
Why?
The buddy
Because many other articles can build on it.
If knowledge develops, new technical terms emerge, or we publish important new content, the cornerstone article should be re-evaluated.
Magne
So it needs to be maintained?
The buddy
Yes.
Cornerstone content should be among the content we are most concerned with keeping professionally relevant, up-to-date, and useful .
And what does this mean for AI?
Magne
Now you know me.
What does cornerstone content mean for artificial intelligence?
The buddy
The same caution applies here as before.
We are not going to claim that an AI has its own button that says:
“This is cornerstone content.”
Magne
Heh heh.
The buddy
But a well-structured basic article can make important connections explicit.
It can define key concepts.
Explain relationships.
Provide context.
And link to more specific pages.
Magne
So again...
Good for people first?
The buddy
Yes.
And at the same time, we create a clearer knowledge structure that various machine systems can analyze.
Academic specialization
Cornerstone content is a role – not a specific text format
It is useful to understand cornerstone content as the content's function within a larger structure , rather than as a specific type of long article.
A page doesn't become a cornerstone because it has a certain number of words, images, or subheadings.
It becomes central because it deals with a fundamental subject area that many other parts of the knowledge universe build on.
The cornerstone content should therefore normally be:
basic enough for new readers to start there,
academically solid enough that other articles can build on it,
and
structured so that the reader can easily move on to more in-depth reading.
Cornerstone content and pillar content
The terms cornerstone content and pillar content are often used to refer to related strategies, but the terminology is not entirely standardized.
In some contexts, pillar content describes a comprehensive main page within a topic cluster, while cornerstone content is used to refer to the website's most important and authoritative content.
Others use the terms almost as synonyms.
Therefore, it is more important to define what we mean by the term in our own universe of knowledge than to pretend that there is one universal definition.
Here we use cornerstone content about basic, central content that gives the reader an academic foundation and serves as an entrance to further in-depth study.
Four questions before building a cornerstone
Before we decide that a topic deserves cornerstone content, we can ask four questions:
Is the topic fundamental to the field?
Do many other articles need this knowledge as a foundation?
Would a new reader benefit from starting here?
Are there natural opportunities for further specialization?
If the answer is yes to all four, we have probably found a good candidate.
Cornerstone content needs professional delineation
One of the biggest challenges is deciding what to include – and what to include in the in-depth articles .
The cornerstone should provide completeness without becoming an encyclopedia of absolutely everything that exists in the field.
Here the principle of progressive immersion can be useful.
First, we explain the basics.
We then give the reader the opportunity to move on to more specialized articles.
This allows different readers to choose different depths without the main article becoming confusing.
Cornerstone content and internal linking
Internal links are especially important around cornerstone content.
But the links should be academically justified .
A cornerstone article can link to more specific articles when the reader needs more in-depth information. At the same time, relevant in-depth articles can link back to the core article when the reader needs more context.
Then a structure arises where knowledge supports knowledge.
This is different than adding as many links as possible.
The link should have an educational function .
Updating is part of the strategy
Because cornerstone content addresses fundamental topics and often serves as central inputs, it should also be prioritized when content is reviewed and updated.
This may involve checking:
whether the definitions are still precise,
whether the facts and examples are still relevant,
whether new important perspectives should be included,
whether internal links still point to the correct content,
and whether new articles should be linked.
Cornerstone content is therefore not a project we are finishing.
It is knowledge that we manage .
Cornerstone content in the face of search and artificial intelligence
In SEO, cornerstone and pillar strategies have long been used to organize content around central themes.
But it is important to avoid the notion that a particular architecture in itself guarantees visibility.
Search engines and AI-based information systems use complex and changing methods to find, rank, retrieve and interpret information.
What we can control is the quality of our own knowledge structure.
We can define concepts clearly.
We can explain connections.
We can write precisely.
We can document claims.
We can build meaningful internal connections.
And we can make sure that key content is actually useful.
It is a far more robust principle than trying to write for an algorithm we do not control.
What characterizes good cornerstone content?
The cornerstone should provide both foundation and direction
Characteristics | What does that mean? | Why is it important? |
Basic theme | The content addresses a central question within the field | Gives the reader a natural place to start |
Academically solid | Definitions, explanations and claims are precise and well-founded | Make the content suitable as a foundation for further learning |
Independent | The article can be understood without the reader having to read several other pages first | Lowers the threshold for new readers |
Well structured | The content is divided into logical parts and progressions | Makes complex subjects easier to understand |
Clear technical terms | Important concepts are introduced and explained | Builds the reader's professional conceptual framework |
Natural immersion | The article links to more specific pages. | Make it a hub in the universe of knowledge |
Updated | The content is reviewed as the knowledge or subject area develops | Preserves the article's value over time |
Human first | Structure and content are developed based on the reader's needs | Prevents the page from being written primarily for algorithms |
Regular article or cornerstone content?
The difference lies primarily in the function
Regular professional article | Cornerstone content |
Often answers one limited question | Provides the foundation for a larger field of study |
Can go very deep into one subtopic | Provides broader understanding of the most important parts |
Likes to have natural immersion paths | Often serves as a hub for several in-depth articles |
May require some prior knowledge | Should normally be used as an introduction for new readers |
Updated when the current topic requires it | Should be given special priority for ongoing professional maintenance |
Is one part of the universe of knowledge | Helps hold several parts of the knowledge universe together |
Technical terms
Key concepts when building cornerstone content
English technical term | Explanation |
Cornerstone Content | Central and basic content that gives the reader an academic foundation and serves as an entrance to further knowledge on the website. |
Pillar Content | Overarching content that covers a larger topic and often serves as a central hub to more specific articles in a topic cluster. |
Cornerstone Article | A single article that has been selected or developed to be among the most important scholarly inputs into a topic. |
Content Hub | A central structure or page that organizes and directs the user to multiple related content resources. |
Progressive Disclosure / Progressive Learning | A principle where basic information is presented first, while more detailed knowledge is made available as the user wishes to go deeper. |
Content Hierarchy | The organization of content by level, importance, or professional context, from general knowledge to more specialized information. |
Topical Authority / Subject-Matter Authority | The degree of documented professional competence, depth and credibility a content environment demonstrates within a specific subject area. |
Content Maintenance | Systematic review and updating of existing content to maintain precision, relevance, quality, and working connections. |
Content Audit | A structured assessment of existing content to identify quality, gaps, overlaps, outdated pages, and needs for improvement. |
Internal Linking | Strategic and professionally relevant links between pages on the same website that help the user find context and further in-depth information. |
We have only just begun.
Magne
Friend...
Now our house is starting to get some solid supporting beams.
The buddy
Heh heh.
Yes.
We have theme pages that provide an overview.
Thematic clusters that collect related knowledge.
Technical terms that give us precision.
And cornerstone content that provides a foundation for the disciplines.
Magne
But I see a problem.
The buddy
What then?
Magne
We can build the world's best cornerstone article.
But if none of the other articles show the reader the way there...
or the cornerstone article does not show the way forward...
then it becomes quite lonely.
The buddy
There you met the next challenge.
Magne
Internal links?
The buddy
Internal links.
But now we're not just going to talk about how important they are.
We need to understand what they actually do .
Where should we link.
When we should link.
What the link text should say.
And how we build connections without turning the articles into a jungle of links.
Magne
So the theme pages give us the map.
The theme clusters show what belongs together.
The cornerstone content gives us the foundation.
And the internal links...
The buddy
...building the paths between knowledge.
Magne
Then the next question is quite obvious.
The buddy
That's it.
How do we build internal links?
For friend...
We have only just begun.
Academic background and further reading
This series also builds on my own professional journey through the Web Design study , the eMarketing study , Innovation and Commercialization and professional seminars in San Francisco and Oxford . Here you will find the background, professional environments and experiences that have followed the development from the early years of the web to today's digitalization.
Recommended literature
Developments in artificial intelligence are moving faster than perhaps any other field of study in our time. No single book can provide all the answers, but good books can provide a solid foundation for understanding the technology, the opportunities, and the challenges.
In the KI-Kompis series, we therefore recommend a selection of books that illuminate artificial intelligence from different perspectives – technology, strategy, management, innovation, ethics, digitalization and practical application. Together, they provide a broader understanding of how artificial intelligence affects people, businesses and society.
Click on the book icon to see the full literature overview with recommended books on artificial intelligence.
Recommended books from our library
Human Compatible: Artificial Intelligence and the Problem of Control
Author: Stuart Russell
Short review
Human Compatible is considered one of the most important books on artificial intelligence and the future of humanity. Stuart Russell explains in an easy-to-understand way why the development of artificial intelligence must be based on human values, ethics and responsibility. The book combines research, philosophy and practical examples, and gives the reader a deeper understanding of both the opportunities and challenges that artificial intelligence represents.
Why we recommend the book
This is a book that anyone who wants to understand artificial intelligence should read. Stuart Russell is one of the world's leading researchers in artificial intelligence, and the book provides a unique insight into how humans and artificial intelligence can develop together in a safe and responsible way.
You Look Like a Thing and I Love You
Author: Janelle Shane
Short review
With humor, warmth, and a host of entertaining examples, Janelle Shane explains how artificial intelligence actually works. The book shows why language models and other AI systems sometimes make surprising mistakes, and how these mistakes help us understand both the strengths and limitations of the technology.
Why we recommend the book
One of the most easy-to-read and entertaining introductions to artificial intelligence. Perfect for those who want to understand how AI works without having to read heavy technical books. A book that makes complicated topics easy to understand.
A Brief History of Intelligence
Authors:Max Bennett
Short review
This fascinating book takes the reader on a journey through the history of intelligence – from the first simple organisms to today’s advanced language models and artificial intelligence. Max Bennett combines insights from biology, neuroscience, psychology and artificial intelligence and shows how understanding the human brain can help us develop better and more responsible AI systems.
Why we recommend the book
A unique book that places artificial intelligence into a larger historical and scientific perspective. Perfect for readers who want to understand what intelligence really is, and why the development of artificial intelligence is a natural part of human technological history.
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