Content HUB where seo and content marketing meet.

 This is a content hub. It might just look like a normal page at first glance,but it was built strategically leveraging the best of both worlds from SEO and content marketing. And the result? A ton of links to their pages, rapid growthin organic traffic, and becoming an authority on the topic. And today, I'm going to show you how to createyour own content hub and maximize search traffic to your pages. Stay tuned. [music] If you're new to content hubs, the reasonwhy they work well is because they help build semantic relationships between content. For example, if you had a page on keto dieting,you might talk about what it is, what to eat, the benefits of keto, and provide some recipesor dietary guidelines. Now, if you were to go into great depth aboutall of these topics, then it'd be more like reading a book rather than a page or post.

 Instead, you can create other relevant guidesand internally link between pages. This tells search engines that all the contentis related to the broader topic of keto. Plus, having a logical structure to your contentprovides a better user experience for visitors. Now, there are 3 parts to content hubs andthe best way to explain it is with a diagram from Hubspot. First you have your hub, which they referto as pillar content. This page will usually be either an in-depthguide or a resource on a broad topic. And we've already talked about the exampleof a page on keto dieting. The second part is your sub pages - or goingby Hubspot's name, cluster content. These are separate pages that go in-depthon a more specific part of your topic. So an example might be "the side effects of keto." And the third part is hyperlinks. These are used to connect the hub to its subpagesand the subpages should also link back to the hub. Now, the reason why this is so powerful froman SEO standpoint is twofold. First, you're building topical authority onyour site and building relationships between the pages using internal links. And second, when you get backlinks to anypage within the group of content, all pages can benefit since they're strategically linked together.

 So in theory, your pages should rank highertogether, helping you maximize search traffic on a given topic. Now, should everyone be using content hubs? The answer is no. Sometimes, you won't have enough topicsthat fit into a broader topic. This is especially true for micro-niche siteslike one about chicken coops. But for a site about farming, you could probablycreate multiple content hubs. With that said, content hubs come in all shapesand forms. Kane Jamison from Content Harmonyput together a great post on this, so I'll link that up in the description. So for this tutorial, I'll be focusing onusing a big guide as your hub rather than resource or category pages. Alright, before we continue further, let's break downa basic overview of an awesome content hub created by Drift on the topic of chatbots. If you look at the table of contents on the left, you'll see they link to their subpages on this topic. And scrolling through their ultimate guide, you'll see they cover subtopics like"How do chatbots work?" Then they have a brief description and atthe bottom of that section, you'll see a link that leads to a page that goes deeper on that topic. And the same goes for the remaining sectionslike "What are the benefits of chatbots?" "Why are chatbots important?" "How to create a chatbot," and so on. Now, if you look at these subpages, you'llsee that they all link back to the hub page, creating a nicely organized group of content.

 And within around 7 months, they've gotten over500 links from unique websites and rapid growth to around 6,000 monthly search visits ona topic directly related to their product. So how can you start creating hubs for your site? The first step is to start brainstorming ideasfor your hub pages. And there are a few questions you should ask yourself to determine whether it would be a good page or not. First, you need to ask yourself how manysubtopics can fit under the main page? You don't want your topic to be too narrow,otherwise you won't have enough subtopics to write about. But at the same time, you don't want yourtopic to be so broad that you have too many posts that would go under it. Aim to have somewhere in the ballpark rangeof 5-20 pages that fit under the topic. The second thing you should ask yourself isdoes the topic have enough search volume? And enough search volume is a subjective numberbecause it'll depend on your industry and niche.

 But hub pages should be targeting popularqueries rather than long-tail queries. For example, if you have a site on social media marketing, you might want to create a content hub around the query "facebook ads," which gets around 61,000 monthly searches in the US. And there are a ton of topics that fit underit like "how to use facebook ads manager," "how much do facebook ads cost," and"facebook audience insights" to name a few. You wouldn't want to create a hub aroundsomething like "facebook ads coupons," which barely gets searched and is too narrow of a topic. Finally, you should ask yourself, can I matchsearch intent by targeting the pillar topic? Search intent means the reason behinda searcher's query. And you can find this out by looking at thetop 10 results for your target keyword. For example, if we look at the top-ranking pages for"facebook ads," you'll see it's a navigational query, meaning most people who search this wantto actually reach the Facebook website. But the search results also have informationalposts like these ones from Hootsuite, Buffer, and Social Media Examiner, which are big guideson Facebook ads. Now, when it comes to choosing subpages, you'll want to make sure that they'rehighly relevant to your topic. For example, "how to delete a facebook page" wouldbe too far off from the topic of "facebook ads."

 Good subpages are those that give more informationabout a related topic. Oftentimes, that might be a subsection onyour pillar page, similar to the way that Drift did it in their chatbots hub. So let's build a content hub of our own andwe'll use yoga as our example niche since it's a broad and popular topic. So, step one would be to find topics that couldact as your hub or pillar page. To start, I'll go to Ahrefs' Keywords Explorerand search for a broad word like "yoga." Next, I'll go to the Phrase match report. And all I'm going to do here is look for queries that a) have informational intent seeing as we'recreating a content hub; and b) they're broad enough topics to housemany subtopics. So I would ignore queries like "yoga near me,"which is clearly a local query, and "yoga pants," which is a transactional query as you can tellfrom the ecommerce pages in the SERP. Now, something like "yoga poses" could bea great top-level page since I know there are a lot of pages that could fall under it. 

Now, we need to find subtopics. Since I don't know much about yoga, I'll goto Google and search for "list of yoga poses." Then I'll click on this result. And there's a nice table here with the list of yoga poses. So I've already copied the list, so I'll go aheadand paste them into Keywords Explorer. And now we have keyword metrics on all of thesewhich we can pick and choose for our subpages. One final way to look for subpage ideas isto look for your main topic in Wikipedia. With the sheer volume of content Wikipedia has, they have to organize it well for bothsearch engines and users. In this case, you'll see a list of asanas,which are basically yoga postures, and then a table below showing you a tonof different poses you could research and potentially use in your content hub. Now, I'd love to know if you're using content hubs or plan to use them in your SEO andcontent marketing strategy. 

Let me know in the comments, and if you enjoyedthis video, make sure to like, share and subscribe for more actionable SEO and marketing tutorials. I'll see you in the next one.