Content Hubs: Where SEO and Content Marketing Meet

This is a content hub. It might just look like a regular page at first glance, but it was built strategically leveraging very good of both worlds from SEO and content market. And the result? A ton of links to their sheets, rapid growth in organic commerce, and becoming an authority on the topic. And today, I’m going to show you how to create your own content hub and maximize pursuing commerce to your pages. Stay carolled.[ music] If you’re brand-new to material hubs, the reason why they work well is that they help build semantic relationships between content.

For instance, if you had a page on keto dieting, you might talk about what it is, what to eat, the benefits of keto, and accommodate some recipes or dietary specifications. Now, if you were to go into enormous breadth about all of these topics, then it’d be more like reading a book rather than a sheet or post. Instead, you can create other related guides and internally link between pages. This tells search engines that all the content is related to the broader topic of keto. Plus, having a logical structure to your content provides a better customer experience for visitors.

Now, there are 3 characters to content hubs and the best way to explain it is with a representation from Hubspot. First, you have your hub, which they refer to as pillar content. This sheet will usually be either an in-depth guide or a resource on a broad-spectrum topic. And we’ve already talked about the example of a page on keto dieting. The second segment is your sub sheets – or going by Hubspot’s mention, knot content. These are separate sheets that go in-depth on a more specific part of your topic. So an example might be “the side effects of keto.” And the third part is the hyperlinks.

These are used to connect the hub to its subpages and the subpages should also link back to the hub. Now, the reason why this is so strong from an SEO standpoint is twofold. First, you’re building topical official on your location and building relationships between the sheets abusing internal links. And second, when you get backlinks to any page within the group of content, all sheets can benefit since they’re strategically linked together.

So in theory, your sheets should grade higher together, helping you maximize search traffic on a given topic. Now, should everyone be using content centres? The refute is no. Sometimes, you won’t have enough topics that fit into a broader topic. This is especially true for micro-niche sites like the one about chicken coops. But for a site about farming, you could probably create multiple content centres.

With that said, content hubs come in all shapes and forms. Kane Jamison from Content Harmonyput together a great post on this, so I’ll tie-in that up in the specific characteristics. So for this tutorial, I’ll be focusing on using a big guide as your centre rather than resource or category pages. Alright, before we are still further, let’s break down a basic outline of a frightening material hub created by Drift on the topic of chatbots.

If you look at the table of contents on the left, you’ll interpret they link to their subpages on this topic. And scrolling through their ultimate usher, you’ll see they cover subtopics like”How do chatbots wield? ” Then they have a brief description and at the bottom of that area, you’ll realise an association that leads to a page that starts deeper on that topic. And the same get for the remaining sections like “What are the benefits of chatbots? ” “Why are chatbots important? ” “How to create a chatbot, ” and so on.

Now, if you look at these subpages, you’ll see that they all join back to the hub page, creating a nicely planned group of content. And within around 7 months, they’ve gotten over5 00 connections from distinct websites and rapid growth to around 6,000 monthly pursuit visits on a topic directly related to their product. So how can you start creating hubs for your area? The first step is to start brainstorming ideas for your hub sheets. And there are a few questions you should ask yourself to determine whether it would be a good sheet or not. First, you need to ask yourself how many subtopics can fit under the main page?

You don’t want your topic to be too narrow, otherwise, you won’t have gone far enough subtopics to write about. But at the same time, you don’t want your topic to be so expansive that you have too many announces that would go under it. Aim to have somewhere in the ballpark range of 5-20 sheets that fit under the topic. The second thing you should ask yourself is does the topic have enough search volume? And enough investigation volume is a subjective number because it’ll depend on your industry and niche. But centre pages should be targeting popular queries rather than long-tail inquiries. For illustration, if you have a site on social media marketing, you might want to create a content hub around the query “Facebook ads, ” which gets around 61,000 monthly inquiries in the US.

And there are a ton of topics that fit under like “how to use Facebook ads manager, ” “how much do Facebook ads payment, ” and”Facebook audience insights” to refer a few.

You wouldn’t want to create a hub around something like “Facebook ads certificates, ” which just comes scoured and is too narrow of a topic. Finally, you should ask yourself, can I match the search goal by targeting the pillar topic? Search intent implies the reason behind searcher’s query.

And you can find this out by looking at the top 10 decisions for your target keyword. For specimen, if we look at the top-ranking pages for”Facebook ads, ” you’ll see it’s a navigational inquiry, representing most people who search this want to actually reach the Facebook website. But the search results likewise have informational posts like these ones from Hootsuite, Buffer, and Social Media Examiner, who the hell is big guides on Facebook ads.

Now, when it comes to choosing subpages, you’ll want to make sure that they’re highly relevant to your topic. For lesson, “how to delete a Facebook page” would be too far off from the topic of “Facebook ads.” Good subpages are those that present more information about a related topic. Oftentimes, that might be a subsection on your pillar page, same to the way that Drift did it in their chatbots hub.

So let’s build a content hub of our own and we’ll give yoga as our illustration niche since it’s an expansive and favourite topic. So, step one would be to find topics that could act as your centre or pillar sheet. To start, I’ll go to Ahrefs’ Keywords Explorer and search for a vast text like “yoga.” Next, I’ll go to the Phrase match report. And all I’m going to do here is look for queries that a) have informational intent seeing as we’re creating a content hub, and b) they’re broad-minded enough topics to house many subtopics. So I would discount queries like “yoga near me, “which is clearly a local query, and “yoga breathes, ” which is a transactional query as you can tell from the eCommerce sheets in the SERP.

Now, something like “yoga poses” could be a great top-level page since I know there are a lot of sheets 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 “list of yoga poses.” Then I’ll click on this result. And there’s a nice counter here with the inventory of yoga constitutes. So I’ve already copied the directory, so I’ll go ahead and paste them into Keywords Explorer.

And now we have keyword metrics on all of these which we can pick and choose for our subpages. One final action to look for subpage ideas is to look for your main topic in Wikipedia.

With the sheer magnitude of content Wikipedia has, they have to organize it well for both search engines and users. In this case, you’ll hear an index of asanas, which are basically yoga postures, and then a table below testify you a ton of different constitutes you could research and potentially be utilized in your content centre. Now, I’d love to know if you’re using content centres 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 like, share and subscribe for more actionable SEO and sell seminars. I’ll tell you in the next one.

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