A content marketing strategy that is engaging and gains conversions is one of the most important contributions you can make to any company. So how do you develop your content in such a way that encourages organic traffic and higher rankings?
A hub and spoke strategy might be just what you’re looking for.
What is the “Hub and Spoke” Marketing Model?
As the name implies, a hub and spoke strategy for content marketing seeks to build natural, supportive content links off a primary, highly optimized base. Just as a bicycle wheel’s hub is the center for all the spokes to connect to the tire, your main idea (or pillar page) serves as a base to connect supporting, relevant content. That, in turn, will promote and drive traffic back to your pillar page.
Creating relevant links between your pillar page and your connected content not only organizes your information and simplifies the user experience, but these actions also make it easier for Google to crawl and rank your pages.
Before You Begin
Before diving into creating content, you must take your time conducting thorough keyword research on your current site or the content you are in the process of creating. This strategy relies on solid keyword optimization and your keywords’ connections between the hub and spoke pages. It can also give you data-driven metrics to share with potential investors and encourage buy-in for your project.
Take your chosen topic and research potential keywords in all their forms: high volume, low competition, short and long-tailed, etc. Put yourself in your customers’ shoes and consider how they are searching and the questions they might be asking. Look for new keyword potential and current gaps in your content. Gather up the keywords most likely to succeed and consider how you will use them strategically as you create content for both hubs and spoke pages.
Building Your Hub
You want your hub focused on authoritative information. Think of a landing page, homepage, or specific long-form blog post. The content is meant to lead the user through their journey until conversion or sale is made. This doesn’t mean you need an overload of information, but the information there should be thorough and broadly focused.
When building your hub, remember:
- Focus on implementing your high-volume keywords on your pillar page.
- Keep your page format clean and user-friendly.
- Ask yourself questions to narrow down your goal. For example, what are your searchers looking for? What service/product are you offering? How can you address the needs of your potential clients?
The hub is meant to be the primary source of information that everything ties back to, so don’t worry about the little details of your products or services here. That’s what your “spokes” are for. Instead, you want your hub to be the highest-quality, most optimized page that drives rankings ––the “big picture” of the product, service, or idea you express.
Connecting the Spokes
While your “spoke” content might not be the star of the show, it still has a crucial role to play. This content supports the hub and drives traffic there. To accomplish this, you want the pages you link to be relevant to your hub’s topic and optimized for your SEO.
Take time to examine the high-volume keywords you use on your pillar page. In addition, your related pages should contain supporting, long-tail keywords. Although long-tail keywords are far more specific and have a lower search volume, they are also not as competitive, meaning you can boost rank faster if you do your research and choose these strong keyword combinations.
Implementing this strategy improves your overall keyword ranking and drives traffic back to the hub.
To rank high on the SERPs, your content must be authoritative, relevant, and highly optimized. If you invest your time into building a solid hub for your supportive content to link to, this model can give your site a significant boost in organic traffic, ranking, and conversions. But understand that any SEO strategy can take time to yield results. So note what works, what doesn’t, and have patience with yourself and the process.