Hub and Spoke
Last updated: March 2025
Definition
A content architecture where one central page (the hub) connects to multiple related pages (spokes) through internal links. The hub covers the broad topic. Each spoke goes deep on a subtopic. All spokes link back to the hub, creating a tight web of topical relevance that Google rewards with higher rankings across the cluster.
Why It Matters
Disconnected content leaves ranking potential scattered. Hub-and-spoke architecture concentrates authority on your most important pages while letting supporting pages capture niche queries. It also keeps users exploring your site longer because related content is always one click away.
How to Improve
- Map your hub topics to business-critical keywords. Your most important commercial pages should be hubs.
- Create at least five spoke pages per hub. Each spoke should target a distinct long-tail keyword in the same topic.
- Use descriptive anchor text when linking spokes to the hub. 'Learn more about content strategy' beats 'read more.'
- Audit existing content for orphan pages that could become spokes. Often you already have the content but haven't linked it properly.