Hub and Spoke is an SEO strategy where a central hub page is surrounded by spoke pages covering specific aspects of the central theme. This structure creates a network of related content, improving search engine and user navigation.
Hub and Spoke shifts focus from individual keywords to broader topics, aligning with modern search algorithms that prioritize topical authority and relevance. This strategy enhances site visibility by creating a comprehensive content network, demonstrating your experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) in a field.
This approach encourages a broader content perspective, ensuring comprehensive topic coverage. It enhances user experience by addressing various user queries, increasing page views and reducing bounce rates as users explore interconnected, valuable content.
Select a broad, relevant topic that acts as the central hub. This topic should be pertinent to your industry and broad enough to generate multiple subtopics for thorough coverage.
Conduct thorough keyword research to identify subtopics related to the core topic. Use tools like Ahrefs or SEMrush to understand how your audience searches for information, guiding targeted, relevant content creation.
Create comprehensive hub content covering the core topic, with spoke pages delving into specific subtopics. The hub page serves as an awareness piece, while spoke pages target users further down the buyer funnel.
Write engaging, informative content optimized for readers and search engines. Incorporate relevant keywords, optimize meta tags, and ensure mobile-friendliness.
Establish robust internal linking between the hub and spoke pages and among spoke pages where relevant. This enhances user navigation and signals the hierarchical relationship to search engines, boosting SEO performance.
Gympass is an employee benefit providing access to a huge selection of gyms and wellness apps. They came to 97th Floor with a goal of becoming a major info hub for HR specialists. In order to do that, they needed to build tons of content. They also needed to rank and capture backlinks for high-difficulty keywords.
A hub and spoke strategy would allow us to create strategic content groups to maximize internal linking potential and boost key pages faster.
We selected high volume keywords to extend our reach as far as possible. We crafted each piece of content with multiple on-page syntactical optimizations; internal links; and schema markup to match the SERP and maximize the ranking potential.
Together, we built out a content calendar combining Gympass’ priorities with our SEO recommendations.
Working with Gympass to adjust strategy as needed, we created quality content ranking high in the SERP for strategic, competitive keywords.
Gigamon is a leader in the highly competitive network security space that sought to increase sales pipeline by attracting prospects through a high-profile, short-tail keyword. After 6 months, the page still wasn’t ranking. Gigamon was experiencing the frustration of following the right protocol, but still not seeing the impact or results they wanted.
By building a hub-and-spoke content creation and promotional strategy (combined with large site architecture modifications), 97th Floor was able to help Gigamon win a series of longer-tail keyword variations and prove its authority on the subject. In time, the “big fish” keyword that would unlock major traffic and conversion increases.
The content hierarchy and hub and spoke method led Gigamon to position #1 for one of its industry’s most important keyword.
Hub and Spoke is a powerful SEO strategy that aligns with modern search engine algorithms and user behavior. By focusing on broad topics and creating interconnected content, businesses can significantly improve search rankings, user engagement, and authority in their industry.
Hub and Spoke is an SEO strategy where a central hub page is surrounded by spoke pages covering specific subtopics. This structure helps search engines and users easily navigate and understand the content.
This strategy improves SEO by organizing content for easy search engine indexing and user navigation, enhancing site authority and organic traffic.
Yes, it’s versatile and applicable to any industry. The key is identifying broad, relevant topics and creating in-depth subtopic content.
There’s no fixed number. Aim for comprehensive coverage, which could range from 5 to 20+ spoke pages, depending on the topic's breadth.
Select a relevant topic broad enough to generate multiple subtopics and pertinent to your business and audience.
Hub content provides a broad overview, while spoke content delves into specific subtopics. The hub page targets awareness, and spoke pages target users further along the buyer journey.
Internal linking is crucial for navigation and signaling content hierarchy to search engines, boosting SEO performance.
Regular updates are essential to keep content accurate and relevant. The frequency depends on industry changes and new information.
Yes, it enhances user trust and credibility, leading to higher engagement and conversions.
Google Analytics, SEMrush, and Ahrefs are invaluable for keyword research, performance tracking, and user behavior analysis.
