When you create long-form content, it’s difficult to include every piece of information into it that is related to the topic. This is where marketers can utilize a hub-and-spoke content marketing model. The model is a bit similar to the content pillar model where content creators write supplementary content to promote and support the pillar content. This content is curated around the keyword clusters that fulfill similar search intent. Content creators use a hub-and-spoke model to produce more supporting content around a core and broad topic. It helps brands in two ways: One, to establish their authority in the subject matter and two, to increase keyword rankings, and organic traffic for the main keyword or similar keywords.
What is the Hub & Spoke Content Model?
As already stated, in the hub & and spoke model of content marketing content pieces have a relation to the main content topic. This way, you can provide your readers thorough understanding of the core topic (hub topic) and make Google understand what your content is really about. As the name implies, this model of content marketing comprises two main elements, namely, a hub article and the ‘spoke’ articles.
A Hub Article
This is the main article or resource that builds the core topic you need to address. This hub article is created around a short-tail, competitive keyword and contains several links that navigate to a series of spoke articles.
Spoke articles
Spoke articles, on the contrary, are written as sub-topics of the hub article. Each spoke article explains a sub-topic in detail. Usually, these articles are written around long-tail, less competitive keywords. These sub-topics make your hub article a massive information resource. Since both the hub article and spoke articles are part of a central topic, you can find enough interlinking between articles. In this model of content marketing, the hub is linked to each spoke article, and each spoke is linked back to the hub.
How does the hub and spoke strategy enhance the user experience?
Readers head to online sources to pull the information they want to know more about. They tend to find every bit of information about the topic from a single place. Hub and spoke content can serve this purpose. The model not only answers the current topic in the detail but also covers other relevant and related questions that might be brewing in the reader's mind. It satisfies the user intent at scale. Creating a hub and spoke content on your blog helps you establish yourself as an authority on the covered topic.
How the hub and spoke strategy improves SEO?
Google considers website structure as an important ranking signal. It directly impacts the website's SEO efforts. Google prefers conventional site architecture where the core topic exists on the top and its flow is flown downward to more specific subtopics extending the information. This is how people like to explore information online, from big to small topics. The conversational site structure helps Google to properly understand what your content is all about. Producing content using the hub and spoke model also improves some website metrics that Google considers important.
Dwell time
It boosts your dwell time. This metric indicates how long users stay on a page once they arrive.
Bounce rate
This content marketing method considerably reduces the bounce rate on your website. The bounce rate is the metric that indicates the rate users are to abandon your site after viewing one page. It also reduces your exit rate. Eventually, Google rates a website high in terms of user experience if its dwell time is high and bounce rate is low.
How to Implement the Hub-and-Spoke Model?
The hub and spoke content marketing plan requires a full-fledged strategy. Here is how you can implement an outstanding content marketing plan that can bring outstanding results.
Find the right short-tail keyword for the hub topic
Regardless of the platform, the content is being written for, using the right keyword is essential. You must focus on and find the right keyword for the content since your users use this to find the information they are looking for. Once you identified the keywords, spill them organically into the content. It will help search engines categorize and display your website pages properly. The focus keyword for the hub topic is a short-tail keyword, a simple and broad phrase with only one or two words. Such keywords, however, have healthy competition.
Identify long-tail keywords for spokes
After shortlisting keywords for the hub topic, hunt for keywords for spoke articles. The spoke articles you will write will be connected to the pillar (hub) content and educate readers about a single sub-topic in detail. The article should have a call-to-action button at the end to capture readers’ attention and help them express interest in knowing more about your products and services.
Create Spoke Articles
Now, as you’re sorted with the keywords for both hub and spoke articles, now start preparing the spoke content. Create a list of the spoke articles you want to write. Pick them one by one. Make sure that each article is written around a central idea. It must have a unique and impressive title and should be written in a reader-friendly writing style. The content should be 1500+ words and have keywords organically spilled throughout the content.
Create the hub page
As you have done with the spoke articles, create the hub page that connects them together. It gives the page the depth it requires and adds value to the article as a whole. Your hub page acts as a resource center. Make it easy to navigate and browse.
Organize the link structure
Since the hub and scope content is connected, this should be indicated using the right interlinking. It will help search engine bots understand the interconnection between content units. While creating a hub, ensure that it connects with each spoke article. Similarly, make sure that spoke articles link back to the hub. Likewise, when you publish all the spoke articles, interlink other spoke articles in the same hub & spoke model.
Promote your hub & spoke content
You can use all possible methods to promote this content online. You can utilize organic search, social media marketing, and influencer marketing as well for active content promotion. It will widespread the content and build your brand authority. If an influencer shares content with their followers, the content becomes more valuable.
Monitor the results
As you’re done with the campaign, it’s time to measure its success. You may use Google Analytics or other tools to track and monitor the overall progress of your hub and spoke content strategy. Measure your content metrics such as dwell time, bounce rate, and exit rate. As your articles get traction these metrics will improve gradually.
Tarun Gupta, CEO of Brainpulse Technologies, is a prolific author and digital marketing specialist. His insightful writings span SEO, content marketing, social media strategy, and email campaigns, offering invaluable expertise to businesses worldwide. Tarun’s contributions continue to shape the digital marketing landscape, guiding success in multiple niches.
