About Hub and Spoke Content Marketing
Think about a wheel and all of the spokes pointing outwards of the center. The hub is the major topic we aim to develop more authority around and rank ...
Topicd for Hub and Spoke Content Marketing
Read more about the hub and spoke model in content marketing and how its function to increase relevancy and organic visibility.
Have you begun reading about a certain topic and ended up three hours of gaining a new set of deep knowledge about it?
Today, it may be more common with binge-watching a show on Netflix, while it is perfect as a content strategy.
While developing topical content, it will be hard to fit all of the related information on a page.
It is where conducting a hub-and-spoke content marketing model can be helpful.
You might have heard of the same models like the content pillars model in which you apply supplementary content for enhancing a larger asset, or applying keywords to plan content targeting searchers with the same kinds of intention.
The hub-and-spoke model is special since it is a technique of creating content on a broad topic. It is a perfect method to not only become more related on that topic but can help you enhance keyword rankings, traffic, and downstream criteria such as conversions, leads, and sales. Using the hub-and-spoke content strategy for a client caused:
• 328% increase in keywords on the first page.
• 741% increase in keywords on the second page.
• Ranking #1 for the targeted keywords on the hub page.
In such a column, you can learn what it is, its function, as well as a four-step process for creating your hub and spoke content.
About Hub-and-Spoke Model for Content Marketing?
Think about a wheel and all of the spokes pointing outwards of the center.
The hub is the major topic we aim to develop more authority around and rank better.
The spokes refer to the supporting content which is relevant with our major topic, which can boost our authority according to Google.
From a keyword research perspective, we can consider of it as:
• Hub: High-volume targeted keywords. For instance, search engine optimization (SEO) services.
• Spoke: Lower volume and longer tail/supporting keywords . For instance, discussing what SEO is and how it can be useful to you.
The major purpose of the hub-and-spoke model is to not only enhance your keyword rankings on the topic but also to enhance your ranking on the major hub topic in the first position.
The Significance of the Hub-and-Spoke Model in SEO and Content Marketing?
Three of the major approaches which the hub-and-spoke model is significant for content marketing and SEO are as follows:
• It develops authority on a topic through more related content.
• It enhances the general keywords we rank for.
• It creates more organic traffic and leads.
The best approach to become more authoritative on a single topic is to indicate Google you are informed of what you are talking about and you are the go-to resource on it.
The hub page will be probably one of our major services/business units. It is significant that we think through what our spoke content can be to ensure that it is the most relevant.
The hub-and-spoke model in content marketing takes numerous resources and time to ensure that we are getting it appropriately.
How Can the Hub-and-Spoke Model Work?
The hub-and-spoke model acts by developing more content on one of our business lines or services.
The more related content we can have on our website, the more Google and the user can associate us.
Most of the hub-and-spoke content we write will be concentrated on evergreen content which is informational or comparative.
It is useful since even if the customer is not prepared to convert, while they learn a topic they will keep it in mind where they read about it. It can make them more probably to come back to our site and convert later.
Let’ us read more about the various stages of getting this off the ground.
Four Step of Hub-and-Spoke Content Process
1.Keyword Research to Realize the Search Demand Landscape
I believe in keyword research.
It is absolutely required before you create a landing page or piece of content.
Without conducting keyword research, we cannot realize what the client is searching for around our topic.
The hub-and-spoke model can merely work if there is customer demand on the topic and we have to address it on our website. Since we fail to develop demand, we should perform this research to match our customer’s voice.
By conducting keyword research, we start to see the content gaps in what is already there.
In addition, one of the best approaches to obtain more buy-in content resources is to indicate executives what our rivals are writing content.
After fishing your keyword research, the fun starts.
2. Make Decisions on What Spoke Topics You Aim to Write
There are various approaches to prioritize content according to the keywords we conducted research around.
Business Need/Service Line
Ask yourself “Do we recommend this service/product?” If you do not do that, it may not be related to start writing content around.
In addition, ask, is this the most critical service we recommend to our main audience?
If you have numerous services, begin writing content on the audience your business cares the most.
High Search Volume (MSV) Keywords
Are there the keywords with high search volume which we are missing content around? It is one of the simplest methods to prioritize content as you can observe obviously how much visibility you are missing out.
It is the simplest approach to indicate executives the amount of traffic you can be getting if you ranked better for such keywords ortopics.
Gaps of Competitive Content
Are there any keywords our competitors are incredibly outranking us for?
How much content do they own on the topic?
It is a clear approach to prioritize what topics you may aim to write as if your direct competitors are ranking for keywords and it is perhaps required to develop content on the topic.
Note: While conducting this keyword research, you will probably find new emerging and organic competitors.
It is a perfect method to find what content you may aim to write since even if they are not your direct competitors, users may end up clicking on them rather than you.
Then, you are the expert at the company on what services/products you can sell and what you can be related around.
If we are in the plumbing industry, perhaps we must not be writing content on how to make charcuterie boards.
Ensure that you are selecting related content for your audience while are not too limiting, since the objective of the hub-and-spoke model is developing numerous content on the topic.
3. Work with Other Internal Stakeholders for Writing, Designing, and Approving Content
We must ensure that we are communicating what we are planning to do with all of the other stakeholders who might be involved.
It is significant to ensure that all these internal members understand how critical SEO is in the organization and why we should plan it with all of the various departments.
In my opinion, it is the best way to conduct it since you can never know what red tape you might run into.
While we are writing new content, we may need to include:
Content Writers
We must ensure that they are kept in the loop during the keyword research phase so that they understand what related keywords we are attempting to target on each page.
We aim to ensure that we have targeted and unique keywords on each page so that such a content is optimized appropriately and not targeting the same keywords on every page.
Teams of Product or Design Strategist/Dev
While new content is live on our website, we must ensure that all the technical and design aspects are regarded.
It is critical since we aim to make sure that the development and product team has time to realize the objective of this content and how the page must be formatted.
Because internal linking/site navigation is essential to the hub-and-spoke model, we must ensure that it is set up so that Google and the user can easily understand the relationship of the content.
Legal Teams
We must ensure that we know what language we can and cannot speak of around the topics.
It is significant before publishing and writing the content, as we aim to ensure that we do not get delayed in pushing this content live in case of legal questions on it.
4. See the Results: Share Your Wins and Re-Optimize
After such a hard work, you will aim to ensure that you are observing what is occurring with the new content.
Ensure that you have reporting set up before launching the content with your target keywords and supporting keywords.
Through using an enterprise platform and classifying your new content/keywords, you can understand how they are working.
It can be useful to share your wins with other members and executives for proving how the hub-and-spoke model acts while it is done correctly.
Furthermore, we apply our reporting for potential learnings and can retain a pulse on any keywords/content which are not conducting appropriately. It will let us re-optimize the content or analyze why it is not working and test the other targeted keywords.
Keep it in mind to share your wins. While you begin ranking for more keywords or your keywords or while more conversions come in from your spoke content, ensure that people know.
It is significant to indicate everyone that this hard work pays off to ensure that we might repeat such a process in the future and thus people have confidence on the organic marketing channel.
Conclusion
One of the best approaches to show relevance on a topic is to indicate Google that you are the origin of truth for everything about it.
For this reason, I really believe that the hub-and-spoke model in content marketing is one of the best methods of increasing our organic visibility.
Google has never paid attention to SEO or optimizing our content; they pay attention to the point that we are providing unique, high-quality, and related content to solve searcher queries.
As a business, we must continue to put the customer first and write content which we want to find precious if we were searching for our services.
Do not be sad if it fails– SEO is a long-term game and we must ensure that we are putting in the time and energy to get it appropriately. By concentrating on the customer’s requirements and answering their questions, you can reap the rewards.
Through applying the hub-and-spoke model, you can prove to your company how useful it is to apply the customer’s voice before developing content and how it can enhance your overall authority on a topic.