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How hub-and-spoke content marketing can help improve SEO

How hub-and-spoke content marketing can help improve SEO

In a webinar, Zack Kadish from Conductor’s customer success team spoke about how creating content on a broad topic while diving deeper into more relevant areas of the website. “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 pages , Hub-and-spoke model are used to build authority in a topic. How does this model differ from others in content marketing?

What is hub-and spoke content marketing?

” Think of the hub and the outward-pointing spokes as one big wheel. The hub represents the topic we are trying to increase authority in digital and SEO marketing. 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.”

keyword research as part of hub and spoke content marketing strategy

Chaz Marshall, SEO success manager at Conductor, gave a helpful example of a hub-and-spoke strategy in the same presentation:

“Let’s say civil engineering is the hub topic. A great topic to include if someone searches for that particular career would be “What is the average pay of civil engineers?”

” Each of these topics leads back to your brand. So, why not let Google, and other people who are unfamiliar with your company, know that you’re industry experts?” Marshall concluded.

Why is hub-and-spoke important for marketers? I used to believe it was impossible for a website to be competitive on the internet if your domain wasn’t big enough,” Marshall stated. “But, as an SEO, my job was to experiment.”

He pointed to a personal example: his family’s ice cream shop. The content hub they created was focused on a particular fruit flavour: Soursop. They identified the surrounding content, which were related subjects they had researched using keywords and trends. They chose to focus their talks on the soursop flavor.

After publishing these hub-and-spoke pieces, Marshall’s family began to see how far-reaching their content marketing efforts could take their brand. Through this popular topic, they were attracting users to their website and funneling interested readers through spokes pieces.

Marshall said that one of their customers found them by simply searching the internet for soursop fruits. The customer was interested in the flavor but couldn’t find an ice cream shop near his home that could provide it. When he went to the shop later in the year, he explained that he had found them via one of their specialized spokes content. The hub-and-spoke structure can turn prospects into leads if it’s done right.

Producing evergreen, educational content helps readers learn something, and, in turn, increases the likelihood that they’ll remember your brand. “From that moment on we realized that content marketing is where it was at,” Marshall stated.

Watch this webinar presentation at Digital Marketing Depot.

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    About The Author

    Corey Patterson is an Editor for MarTech and Search Engine Land. He has a background in SEO and content marketing and is able to provide insight and help with your PPC campaigns.


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