Grow Your Website With Hub Pages & Internal Links
Structuring your content in a way that search engines can easily understand is a pivotal first step in turning your website into a conversion machine. It helps you to rank for highly competitive, high traffic and high quality keywords.
The best strategy to do this is creating hub pages and implementing a smart internal linking strategy.
What are hub pages?
Hub pages are the central page for specific topics that you talk about regurlarly on your website. They should contain evergreen content that targets high volume keywords and drives the reader towards a call to action. If the goal of your website is email acquisition, your content should drive the reader towards a signup box, maybe giving a free report on the topic of the hub page in return for their email address.
Usually, hub pages contain fundamental information on the topic area. For example, if you regularly publish investment advice on penny stocks, your hub page could explain what penny stocks are and how to buy them. Basically, it includes information that’s essential to investing in penny stocks.
Hub Page Best Practice
As well as providing fundamental information on the subject, your hub page should contain links to other important articles that you’ve published on the topic. It’s a good idea to make these articles prominent on the page.
The hub page should also contain an archive of all the articles you’ve produced on the topic area. Best practice is to lay these out chronologically.
Ideally, all the articles in your archive for that topic should link back to the hub page. Doing this helps search engines understand that your hub page is your most valuable content on that topic area and therefore it is more likely to appear in search results. Kissmetrics published a great article on internal linking, here.
It also sets the foundation for building topical authority around a subject area. Having topical authority makes it much easier for your articles to rank for longer tail keywords, as well. Topical authority can be described as “depth of expertise” and is only gained over time by consistently writing high-quality, comprehensive content about a specific topic.
For example, if you have a hub page for penny stocks, with lots of articles on your website relating to penny stocks, all linking back to the hub page, it’ll be a lot more likely that your articles on the best penny stocks to buy this year or on how to get rich investing in penny stocks rank highly for search terms relevant to those articles too.
International Living (IL) do this really well. See here.
The primary purpose of the IL site is lead generation. Let’s look at how the page is structured. They give lots of valuable advice on the desirable country and they lead the reader into a free report on Belize, in return for the reader’s email address. The page is perfectly optimised for conversions.
IL also link to their best articles on Belize and they also have an archive of all articles that they’ve written on that country at the end of the page. Their hub page is structured in a way that gives value to the reader and that’s the key point. Hub pages that provide value are usually the pages that convert best. They’re also the pages that are the most shareable and most link worthy.
How Do Hub Pages’ Help Build Topical Authority?
On their own, they won’t. What helps build authority around a topic area is regularly publishing high quality content on that topic and also linking all your relevant articles back to that topic’s hub page.
Econsultancy published a case study on the 2014 World Cup which explains how a UK newspaper used internal linking and hub pages to gain lots of traffic for a highly competitive search query. You can read that article, here.
Improving Site Structure
How your site is structured should not be overlooked. It’s one of the most crucial aspects of a successful website. No matter how great your content is, a poorly optimized site structure means your website will never reach its full potential. Using a hub page and internal linking strategy is often the best strategy for content publishers. It’s a strategy that can help you reach the right people, and a strategy that can help turn your website into a viable marketing channel.
Now that we’ve gone through what hub pages are, how they can help improve your website, and help you gain more traffic from high volume keywords, let me ask you three questions:
- What are the topic areas you want to rank for?
- What are the topic areas that you write most about?
- What topic areas do your most valuable names come into your business on?
These are the topics you should consider turning into hub pages. If you’d like to discuss hub pages in more detail or would like AIM to audit your website structure, or discuss any part of your SEO strategy, please reach out today.
Until next time,