A content hub is a central location on your website that organises related content about a specific topic.
Think of it like a library for your website content like our learn SEO content hub. You have a main topic (the hub) with multiple related pieces of content (the spokes) all linked together.
Content hubs make it easy for users to find relevant information about a specific topic.
Instead of searching through tons of scattered blog posts, users can click a link and see all relevant content in one place.
Simple, right?
But here’s what most people don’t know…
A content hub is more than just a collection of blog posts or content. It’s a strategic way to show Google you’re an authority on a specific topic.
Let me explain:
There is an SEO concept called “topical authority.”
The primary goal is to cover an entire niche topic with so much content that Google considers you an authority.
When that happens, your rankings will increase significantly!
Then, you simply group all that content in one “hub” to make it as easy as possible for Google to find.
What Will I Learn?
You need a content hub to organise and distribute your content in the most user-friendly way possible.
You want to make it as easy as possible for your website visitors to find every resource you have on a specific topic.
Here’s why a content hub works so well:
The truth is that there are a ton of benefits to having a well-thought-out content hub on your site.
It turns your website into the go-to resource for specific topics.
This builds trust with both users and Google. It also increases your authority in your niche and drives more traffic to your site!
Who doesn’t want that, right?
These are the 4 types of content hubs:
Topic clusters organise content around one main topic with multiple related subtopics linking together.
A pillar page acts as the central hub, with detailed cluster content linking back to it. For example, you might have an ultimate guide as the pillar page and supporting content as the cluster pages.
A good example of this is my on page SEO checklist.
It links to almost every piece of content I have about on page SEO. The user can go down the checklist and check off each step. If they get stuck on a point, they can simply read a more in-depth tutorial about that point.
Cool, right?
This structure helps Google understand your expertise on a specific topic and improves your SEO rankings.
Topic clusters work best for blogs and educational websites that want to show their depth of knowledge on specific subjects.
Resource centres collect different types of content like-
In one central location. Users can easily browse and find the exact resources they need based on their interests or challenges.
Resource centres excel at organising educational materials and product documentation to help customers learn and solve problems.
This content hub type is usually better for product support, such as for SAAS companies and customer service portals.
Content libraries like our learn SEO one, sort content using categories, tags and filters to help users find specific information.
Unlike resource centres, content libraries focus on organising one type of content (like blog posts or case studies) rather than multiple formats.
Content libraries shine when you have significant amounts of content that needs to be sorted clearly.
That’s why you’ll usually find content libraries on news sites and large industry publications.
Content databases use advanced search and filtering to organise collections of technical content or documentation.
Users can search by specific criteria and apply multiple filters to find exactly what they need.
This type of content hub excels at organising product specifications, academic papers, and detailed documentation.
Content databases require a more technical setup and a very specific use case.
But, it provides the best experience for users who need to search through lots of specific information, such as academic papers or government-run databases.
HubSpot’s Marketing Blog is the perfect example of a well-thought-out content hub.
It links to tons of different resources about:
What makes HubSpot a great example is the number of different content types it has featured.
You have everything, including blogs, videos, podcasts, newsletters, ebooks, tools and more – All in one place!
All of this is broken down into different categories to quickly find the information you want.
The truth is that content marketing is the primary reason for HubSpot’s success over the last decade.
It makes sense their content hub is one of the best in the industry!
Follow these steps to create a content hub for your site:
Start by choosing a main topic for your content hub.
This is important because the main topic will be the primary pillar of every piece of content you have.
The main topic should be-
Do some keyword research and ensure there’s enough search volume to justify building a hub around the topic.
What if you have multiple main topics?
That’s okay. Choose one for now and you can always expand your hub to include others later.
Map out your main topic and all related sub-topics you want to cover. This should create a clear hierarchy within a silo structure way.
For example, my main topic is SEO.
Within that, there are subtopics like-
I’ve even included SEO case studies we publish about our SEO agency services and client results.
All of this is linked with a perfect navigation structure showing Google and users how each piece of content connects.
Build a main page that introduces your topic and links to all related content in a logical way.
Include a straightforward navigation, content filters and a search function so users can easily find what they need.
If you have a main topic with many sub-topics (like our site), your main content hub page should include each sub-category and top pieces of content from each sub-category.
This can get a bit confusing, but keep user experience in mind and make sure you plan everything thoroughly before building the page.
Now it’s time to create great content!
Write detailed articles that cover each sub-topic in depth and link each piece of content together using internal links.
Focus on high-quality content that answers specific user questions and solves real problems.
Use target keywords naturally throughout your content and meta descriptions.
Create a clear URL structure and internal linking strategy that helps both users and search engines understand how your content relates.
Your main content hub page should be optimised as well! SEO isn’t just about optimising individual pieces of content.
Make sure you add content to your main hub page and sub-category pages.
This will boost the value of each page in Google’s eyes and help improve rankings for the entire content cluster.
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