Content Hubs – Where SEO and Content Marketing Meet

This is a content hub. It might just look like a normal page at first glance, but it was billed strategically leveraging the best of both worlds from SEO and content marketing. And the result, a ton of links to their pages, rapid growth in organic traffic and becoming an authority on the topic. And today, I’m going to show you how to create your own content hub and maximize search traffic to your pages. Stay tuned if you’re new to content hubs. The reason why they work well is because they help build semantic relationships between content. For example, if you had a page on Keadle dieting, you might talk about what it is, what to eat, the benefits of Keadle and provide some recipes or dietary guidelines.

Now, if you were to go into great depth about all of these topics, then it’d be more like reading a book rather than a page or post. Instead, you can create other relevant guides and internally link between pages. This tells search engines that all the content is related to the broader topic of Keadle. Plus, having a logical structure to your content provides a better user experience for visitors. Now there are three parts of the content hubs in the best way to explain it is with a diagram from HubSpot. First, you have your hub, which they refer to as filler content. This page will usually be either an in-depth guide or a resource on a broad topic. And we’ve already talked about the example of a page on Keadle dieting. The second part is your sub pages or going by HubSpot sname cluster content. These are separate pages that go in-depth on a more specific part of your topic. So an example might be the side effects of KEDO and the third part is hyperlinks. These are used to connect the hub to its pages and the sub pages should also link back to the hub. Now, the reason why this is so powerful from an air standpoint is twofold. First, you’re building topical authority on your site and building relationships between the pages using internal links. And second, when you get back links to any page within the group of content, all pages can benefit since they’re strategically linked together. So in theory, your pages should rank higher together, helping you maximize search traffic on a given topic. Now, should everyone be using content hubs? The answer is no. Sometimes you won’t have enough topics that fit into a broader topic. This is especially true for micronation sites like one about chicken coops, but for a site about farming, you could probably create multiple content hubs. With that said, content hubs come in all shapes and forms, and Jamison from Content Harmony put together a great post on this, so I’ll link that up in the description. So for this tutorial, I’ll be focusing on using a big guide as your hub rather than resource a category pages. All right.

Before we continue further, let’s break down a basic overview of an awesome content hub created by Dreft on the topic of chat bots. If you look at the table of contents on the left, you’ll see they link to their sub pages on this topic and scrolling through their ultimate guide, you’ll see they cover sub topics like how to chat bots work. Then they give a brief description and at the bottom of that section you’ll see a link that leads to a page that goes deeper on that topic. And the same goes for the remaining sections, like what are the benefits of chat bots? Why our chat? What’s important, how to create a chat bot and so on. Now, if you look at these sub pages, you’ll see that they all linked back to the Hub page, creating a nicely organized group of content, and within around seven months, they’ve gotten over five hundred links from unique websites and rapid growth to around six thousand monthly search visits on a topic directly related to their product. So how can you start creating hubs for your site? The first step is to start brainstorming ideas for your hub pages. And there are a few questions you should ask yourself to determine whether it would be a good page or not. First, you’ll need to ask yourself how many subtopics can fit under the main page. You don’t what your topic to be too narrow. Otherwise you won’t have enough subtopics to write about. But at the same time, you don’t want your topic to be so broad that you have too many posts that will go under. It aimed to have somewhere in the ballpark range of five to 20 pages that fit under the topic. The second thing you should ask yourself is, does the topic have enough search volume and enough search volume is a subjective number because it’ll depend on your industry and niche. But how pages should be targeting popular queries rather than longtail queries. For example, if you have a site on social media marketing, you might want to create a content hub around the Corie Facebook ads, which gets around sixty one thousand monthly searches in the US. And there are a ton of topics that fit under it, like how to use Facebook ads manager, how much do Facebook ads cost and Facebook audience insights to name a few.

You wouldn’t want to create a hub around something like Facebook ad coupons, which barely get searched and is too narrow of a topic. Finally, you should ask yourself, can I match search content by targeting the pillar topic? Search content means the reason behind the searches query and you can find yourself by looking at the top 10 results for your target keyword. For example, if we look at the top ranking pages for Facebook ads, you’ll see it’s a navigational query, meaning most people who search this want to actually reach their Facebook website. But the search results also have informational posts like these ones from HootSuite, Buffer and social media examiner, which are big guides on Facebook ads. Now, when it comes to choosing sub pages, you’ll want to make sure that they’re highly relevant to your topic. For example, how does that delete? A Facebook page will be too far off from the topic of Facebook ads. Goodsir pages are those that give more information about a related topic. Oftentimes that might be a subsection on your pillar page, similar to the way that drifted it in their chat boards hub. So let’s build the content hub of our own and we’ll use yoga as our example niche since it’s a broad and popular topic. So step one would be to find topics that could act as your hub or pillar page. To start, I’ll go to keywords, explore and search for a broad word like yoga. Next, I’ll go to the free speech report and all I’m going to do here is look for courses that a have informational intense seeing as we’re creating a content hub and be there broad enough topics to host many some topics. So I would ignore queries like Yoga near Me, which is clearly a local query and yoga stance, which is a transactional query. As you can tell from the e commerce pages in the survey. That’s something like yoga poses. Could be a great top level page since I know there are a lot of pages that could fall under it. Now we need to find subtopics. Since I don’t know much about yoga, I’ll go to Google and search for a list of yoga poses. Then I’ll click on this result and there’s a nice table here with a list of yoga poses, so I’ve already copied the list, so I’ll go ahead and paste them into keywords, explore. And now we have keyword metrics on all of these, which we can pick and choose for our sub pages. One final way to look for some page ideas is to look for your main topic in Wikipedia with a sheer volume of content. Wikipedia has they have to organize it well for both search engines and users. In this case, you’ll see a list of asanas which are basically yoga postures and then a table below showing you a ton of different poses you could research and potentially use in your content hub. Now, I’d love to know if you’re using content hubs or plan to use them in your SEO and content marketing strategy. Let me know in the comments. And if you enjoyed this video, make sure to share and subscribe for more actionable SEO and marketing tutorials. I’ll see you in the next one.

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