Hub and Spoke
Definition
A content structure where a central hub page links to related spoke pages, and all spokes link back to the hub. Another name for the pillar/cluster model.
What is Hub and Spoke?
Hub and spoke is a content organisation model where one central page (the hub) connects to multiple related pages (the spokes). Each spoke links back to the hub, creating a wheel-like structure that helps both users and search engines navigate your content.
The terms "hub and spoke" and "pillar and cluster" describe essentially the same concept – different metaphors for the same strategy.
How Hub and Spoke Works
The hub page covers a broad topic comprehensively, providing an overview and linking out to spokes for deeper exploration. Each spoke focuses on a specific subtopic, giving detailed information that would make the hub too long.
For example, a law firm might have:
Hub: Family Law Services Spokes:
- Divorce proceedings
- Child custody
- Prenuptial agreements
- Asset division
- Spousal maintenance
Why This Structure Helps SEO
Authority Flows Efficiently
Links between hub and spokes distribute page authority throughout the cluster, helping all pages rank better.
Clear Topical Relevance
Google understands that these pages are related, strengthening your perceived expertise on the subject.
Better Crawling
The organised structure makes it easy for search engines to discover and understand all your content.
Hub and Spoke for Service Businesses
This model works brilliantly for service businesses. Your main service page acts as the hub, linking to pages covering specific aspects, FAQs, case studies, and related blog posts. This builds topical authority while giving potential customers all the information they need.