“When we think about creating topical – evergreen, informational content – it’s sometimes hard to fit all that information on one landing page,” said Zack Kadish, SEO customer success team manager at Conductor, in a recent webinar. “So, we when think about ‘hub-and-spoke models,’ we want to think about generating content on a broad topic while diving deeper into more relevant areas on different parts of the website.”
“This can help increase organic traffic and keywords rankings, and even lead to more downstream metrics such as conversions, leads, and sales,” he added.
Similar to pillar page structures, hub-and-spoke models are designed to establish a site’s authority on the ins and outs of a given topic. But, how do they differ from other content marketing models?
What is hub-and-spoke content marketing?
“Think of the hub as the center of the wheel, and all of the spokes pointing outward,” Kadish said. “In an SEO and digital marketing lens, the hub is the main topic that we want to create more authority around. The spokes are all that supporting content that might help boost authority around that topic.”
Kadish said marketers can identify potential hub-and-spoke topics through keyword research. The higher volume, more transactional keywords are likely to be “hubs,” and the lower volume, long-tail keywords will serve best as “spokes.”
Chaz Marshall, SEO success manager at Conductor, gave a helpful example of a hub-and-spoke strategy in the same presentation:
“Let’s say...
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