A Guide to the Hub & Spoke Content Model (With Examples)

Imagine your content strategy as a bicycle wheel.

At the center, you’ve got the hub—your main, authoritative piece that covers a broad topic. Now, picture the spokes branching out from it—these are your supporting articles, each zooming in on a specific subtopic or long-tail keyword. Together, they form a structured, interconnected content strategy that both your audience and search engines will love.

Let’s say your hub is all about "Digital Marketing Strategies." Your spokes? They could cover "Top SEO Techniques," "Content Marketing Hacks for Better Engagement," or "How to Make Social Media Ads That Convert."

Each spoke reinforces the hub while also standing strong on its own, creating a web of valuable content that keeps readers clicking and search engines recognizing your authority.

Now, you might be thinking, "Wait, isn’t this just a pillar page?" Not quite. A pillar page is more like one massive, all-in-one resource, whereas the hub-and-spoke model is more of a network. The hub-and-spoke approach supercharges internal linking, making it easier for users (and Google) to navigate between related content, boosting visibility and engagement.

So, how do you make this strategy work for you? Let’s break it down.

Advantages of the Hub & Spoke Model

The hub and spoke model isn’t just a clever metaphor; it’s a helpful approach to content marketing that sets your site up for better rankings, stronger authority, and a seamless user experience. Consider these major benefits:

1. Boosts EEAT & SEO Authority

Google loves content that showcases Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT)—and the hub-and-spoke model delivers this in spades. By structuring your content around a central hub and supporting it with well-researched, in-depth spokes, you’re showing search engines (and your audience) that you know your stuff. Unlike a scattershot content strategy where topics live in isolation, this model builds a cohesive content ecosystem that reinforces your credibility.

2. Strengthens Internal Linking & Page Authority

When your content is strategically linked, it’s easier for users to navigate and for search engines to crawl your site efficiently. Each spoke links back to the hub (and vice versa), distributing page authority across your content and helping every page gain traction in search results.

For example, a standalone blog post might rank well on its own, but without internal links, it lacks the SEO momentum to lift other related pages. The hub-and-spoke model shares the ranking power, helping spokes benefit from the authority of the hub and vice versa.

3. Enhances Site Structure & User Experience

Ever landed on a site and had no idea where to go next? That’s what happens when content is disorganized. The hub-and-spoke model creates a logical, intuitive structure that guides visitors deeper into your site. When users can easily explore related content, they stay longer, engage more, and bounce less—all signals that boost your SEO performance.

4. Future-Proofs Your Content Strategy

SEO is always evolving, but one thing remains constant: Google rewards well-organized, authoritative content. With a hub-and-spoke model, you’re not just publishing random blog posts—you’re building a long-term content asset. As your hub grows, you can continue adding more spokes, refreshing existing content, and reinforcing your authority over time.

How to Develop a Hub & Spoke Content Strategy

Now that you know why the hub-and-spoke model is a powerhouse for SEO and content marketing, let’s talk about how to build one. Follow these steps:

1. Conduct Keyword Research

Before you start building your hub-and-spoke content strategy, you need to map out the right keywords, and that starts with solid research. The goal is to identify high-value topics for your hub and the supporting long-tail keywords that can serve as your spokes.

Start by analyzing:

• Search volume: Are people actively searching for this topic?
• Keyword difficulty: How competitive is it to rank?
• Search intent: What type of content is currently ranking (guides, lists, product pages, etc.)?

Competitor analysis is also key. What topics are they ranking for? Where are the gaps? By understanding the competitive landscape, you can spot opportunities to outperform existing content and carve out your authority in the space.

2. Identify Hub Page(s)

Once you’ve gathered your keyword insights, it’s time to pinpoint your hub page. Your hub should focus on a broad, high-value topic that aligns with both your business goals and your audience's interests.

Let’s go over how to choose the right hub topic:

• Broader topics with high search volume: Your hub page should target a medium-tail keyword that people are actively searching for, such as “Digital Marketing Strategies” or “AI in Customer Service.”
• Competitive but winnable: If a keyword is too competitive, ranking will be an uphill battle. If it’s too niche, it may not drive enough traffic. Use keyword difficulty scores and competitor analysis to find a sweet spot.
• Directly tied to your business: Your hub should attract your ideal audience and naturally lead them toward your product, service, or expertise.

Once you have a list of potential hub topics, rank them based on:

• Search volume: More searches mean greater potential reach.
• Keyword difficulty: Can you realistically rank for it?
• Business relevance: Does this topic align with your offerings?
• Competitive landscape: Are competitors doing this well, or is there a gap?

If a topic checks all these boxes, it’s hub-worthy. From here, you’ll build out supporting spoke pages, each targeting a more specific, long-tail keyword that reinforces the hub.

3. Identify Spoke Pages

Now it’s time to build out the spokes—the more specific, in-depth content pieces that support and expand on your central topic. Think of these as the detailed answers to the bigger questions your hub introduces.

Each spoke should focus on a narrower, long-tail keyword that directly relates to your hub topic. You can identify these opportunities by:

• “People Also Ask” & related searches: Google’s PAAs (People Also Ask) and the related searches at the bottom of SERPs (Search Engine Results Pages) provide real user questions and keyword variations.
• Autocomplete suggestions: Start typing your hub keyword into Google and see what autofills—these suggestions are based on popular searches.
• SEO tools: Platforms like Ahrefs, SEMrush, or Google Search Console can reveal longer-tail queries your audience is searching for but may not be heavily targeted yet.

The more high-quality, interconnected content you create, the more Google sees you as an authority—and that’s where spoke pages shine. They reinforce your expertise by covering every angle of a topic, boost internal linking to keep users engaged, and capture long-tail traffic that your hub alone might miss.

The result? Better rankings, more visibility, and a content strategy that works smarter, not harder.

4. Develop Content

Creating high-quality hub-and-spoke content isn’t just about writing; it’s about collaborating with the right people to ensure accuracy, depth, and value. Start by working with subject matter experts (SMEs) who can provide firsthand insights, data, and real-world experience that elevate your content above generic, surface-level information. Pair their expertise with skilled content writers who can craft engaging, digestible narratives that keep readers hooked.

Throughout this process, SEO best practices should be at the core of your content development. That means structuring content with clear headers (H1s, H2s, H3s), incorporating relevant keywords naturally, optimizing for readability, and including compelling meta descriptions and title tags. Beyond text, consider rich media elements like images, infographics, and videos to enhance engagement and improve dwell time.

5. Internally Link Your Pages

Internal linking is the glue that holds your hub-and-spoke strategy together, making it easier for search engines and users to navigate your content seamlessly. For SEO, internal links help web crawlers understand the hierarchy and relationships between your pages, distributing authority and increasing the likelihood that both your hub and spoke pages rank higher in search results.

For users, well-placed links create a smooth, intuitive experience, guiding them from broad topics to more detailed insights without forcing them to hunt for information. The key is to use descriptive, keyword-rich anchor text that tells both readers and search engines what to expect when they click—vague phrases like “click here” won’t cut it.

6. Promote Your Pages

Even the best content needs a push to reach its full potential, and that’s where promotion comes in. Start by sharing your hub and spoke pages across social media, tailoring your posts to fit each platform’s strengths—think short, snappy LinkedIn updates, Twitter threads, or Instagram carousels. Next, leverage your email list by crafting newsletters that highlight your latest content, sending readers straight to your hub or key spokes.

Partnering with influencers, industry experts, or guest blogging on authoritative sites can also help expand your reach, introducing your content to new audiences.

For an extra boost, consider running paid ads on Google or social platforms to drive traffic to high-value hub pages.

7. Track and Share Your Results

Once your hub-and-spoke strategy is in motion, tracking performance is crucial to understand what’s working and what needs improvement. Use Google Analytics, Search Console, and SEO tools like Ahrefs or SEMrush to monitor key metrics—organic traffic, keyword rankings, engagement rates, and conversions.

Remember, SEO is a marathon, not a sprint—it can take months to see significant results, so patience and consistency are key. Regularly analyze which spokes are driving the most traffic and which need further optimization or promotion.

Just as important as tracking is sharing insights with your team—celebrate wins, dissect challenges, and refine your approach based on real data.

Hub and Spoke Content Model Examples

Now that we’ve covered the why and how of the hub-and-spoke model, let’s look at it in action. Check out the examples below.

"ABM Strategy" Hub & Spoke Content Model Example

In the case of this hub and spoke content model example, the topic is B2B account-based marketing strategy.

Hub Page

• Title: The Ultimate Guide to Account-Based Marketing (ABM) Strategy: How to Target and Win High-Value Clients
• Keyword Focus: Account-Based Marketing Strategy
• Purpose: Comprehensive, long-form content covering what ABM is, why it matters, key benefits, implementation steps, and best practices.
• Internal Links: Connects to six supporting "spoke" articles that dive deeper into specific subtopics.

Spoke Content (Supporting Pages/Articles)

Spoke 1: "What is Account-Based Marketing? Definition & Benefits"

• Keyword: What is Account-Based Marketing
• Purpose: Introductory content explaining ABM, its importance, and how it differs from traditional marketing.

Spoke 2: "How to Build an Account-Based Marketing Framework"

• Keyword: Account-Based Marketing Framework
• Purpose: Step-by-step guide for setting up an ABM strategy, from defining ICPs to selecting channels and measuring success.

Spoke 3: "ABM vs. Inbound Marketing: Key Differences & When to Use Each"

• Keyword: ABM vs Inbound Marketing
• Purpose: Comparison article explaining when to use ABM vs. inbound marketing and how they can complement each other.

Spoke 4: "The Best Account-Based Marketing Tools for 2024"

• Keyword: Best Account-Based Marketing Tools
• Purpose: A roundup of top ABM platforms (e.g., Demandbase, Terminus, 6sense) with features, pros, and cons.

Spoke 5: "Measuring ABM Success: Key Metrics & KPIs"

• Keyword: Account-Based Marketing Metrics
• Purpose: Data-driven content on how to track and optimize ABM campaigns, focusing on engagement, pipeline growth, and revenue impact.

Spoke 6: "Real-World Account-Based Marketing Case Studies & Examples"

• Keyword: Account-Based Marketing Examples
• Purpose: Showcasing successful ABM campaigns from different industries, with actionable takeaways.

"Sustainable Home Design" Hub & Spoke Content Model Example

For this hub and spoke content model example, the topic is sustainable home design. Here’s an example of how this hub and spoke strategy might look in practice:

Hub Page

• Title: The Ultimate Guide to Sustainable Home Design: Eco-Friendly Building for the Future
• Keyword Focus: Sustainable Home Design
• Purpose: Comprehensive guide covering what sustainable home design is, why it matters, key principles, and how to build an eco-friendly home.
• Internal Links: Connects to six supporting "spoke" articles that explore specific aspects of sustainability in home design.

Spoke Content (Supporting Pages/Articles)

Spoke 1: "Energy-Efficient Home Design: Best Practices for Lowering Your Carbon Footprint"

• Keyword: Energy-Efficient Home Design
• Purpose: Explores how to design a home that minimizes energy consumption, including insulation, passive solar design, and smart home technology.

Spoke 2: "Eco-Friendly Building Materials: The Best Sustainable Choices for Your Home"

• Keyword: Eco-Friendly Building Materials
• Purpose: Covers low-impact materials like reclaimed wood, bamboo, recycled steel, and sustainable concrete alternatives.

Spoke 3: "Solar Power for Homes: How to Integrate Renewable Energy"

• Keyword: Solar Power for Homes
• Purpose: A guide to solar panel installation, benefits, costs, and ROI for homeowners.

Spoke 4: "Smart Home Technology for Sustainable Living"

• Keyword: Smart Home Sustainability
• Purpose: Explains how smart thermostats, energy monitoring systems, automated lighting, and AI-powered appliances contribute to sustainability.

Spoke 5: "Passive House Design: The Future of Sustainable Living"

• Keyword: Passive House Design
• Purpose: A deep dive into the Passive House standard, airtight construction, and ultra-low energy homes.

Spoke 6: "Sustainable Home Certifications: LEED, WELL, and Energy Star Explained"

• Keyword: Sustainable Home Certifications
• Purpose: Breaks down different certification programs (e.g., LEED, Passive House, WELL, Energy Star) and their benefits for homeowners.

Hub and Spoke Content Model FAQs

1. How many spokes should each hub have?

There’s no strict rule, but 6-8 spokes per hub is ideal for SEO and user experience. This ensures deep topic coverage without overwhelming readers or diluting authority.

2. How many hubs should I have?

It depends on your content strategy and industry focus. Start with 3-5 pillar hubs, each targeting a high-value, broad keyword. Over time, expand by adding more hubs as your audience and search visibility grow.

3. How should I interlink hubs and spokes?

From the Hub: Link to all spoke pages within the content.
From Spokes: Link back to the hub + 1-2 relevant spokes.
Between Spokes: Cross-link where topics overlap for deeper engagement.

4. Can a spoke belong to multiple hubs?

Yes! If a spoke is relevant to multiple hubs, it should link to each relevant pillar page. However, avoid duplicate content—instead, tweak the context to fit each hub.

5. How often should I update hubs and spokes?

Spokes: Every 6-12 months (refresh data, add insights).
Hubs: Every 12-18 months (update structure, refresh links).
Bonus: When industry trends change, update immediately!

6. Should I build hubs first or spokes first?

Start with hubs to lay the foundation, then build spokes over time. However, if you already have strong blog content, you can retrofit it into a spoke model by interlinking and optimizing.

7. Can I repurpose existing content into a hub and spoke model?

Absolutely! Look at your top-performing content, group related topics, and organize them into hubs and spokes by improving internal linking and updating old posts.

Hub and Spoke Content Model Case Studies

Case Study #1: Talkdesk

Terra helped Talkdesk expand its global reach with a regionalized SEO strategy in six languages, a refreshed design system, and industry-specific email campaigns—all designed to engage CX leaders worldwide.

By implementing a hub-and-spoke content model, we positioned Talkdesk as a go-to authority on AI-driven customer experience, creating high-impact content that not only educates but also drives real business results.

Our custom dashboards track and prove content ROI, while our meticulous approach to tagging and attribution ensures 100% data accuracy. The impact is an 80% increase in revenue from organic search and a 10% boost in conversion rates—because great content shouldn’t just rank, it should convert.

Case Study #2: Stifel

For Stifel, establishing digital authority for their 133-year-old business required a strategic content ecosystem that showcased its expertise and global presence. Terra developed a hub-and-spoke content strategy, creating a rich library of thought leadership pieces designed to engage institutional investors and reinforce Stifel’s industry leadership.

By crafting insightful, high-value content, we helped drive 100K+ unique site visits in the first 90 days and capture 800+ Page 1 search rankings, ensuring Stifel’s expertise wasn’t only recognized—it was easily found.

You Bring the Brand, We Bring the Rankings

The hub-and-spoke model is a proven strategy for boosting organic visibility, establishing authority, and driving sustained traffic growth. But to get it right, you need more than just a content plan—you need a partner who knows how to make it work.

At Terra, we specialize in SEO-driven content strategies that convert. We’ve helped brands like Airbnb, DAT, and Healthline Media dominate search results with smart, scalable content frameworks that turn traffic into business impact.

When you work with us, you get custom SEO strategies tailored to your industry, expert content development, and meticulous data tracking that proves ROI at every step.

Ready to build a content strategy that actually works? Explore our top-tier SEO services.