content hubs where seo and content marketing meet with timestamps YoutubeScribe.com

[0:00] This is a content hub.
[0:01] It might just look like a normal page at first glance,
but it was built strategically leveraging the best
[0:06] of both worlds from SEO and content marketing.
[0:10] And the result?
[0:11] A ton of links to their pages, rapid growth
in organic traffic,
[0:15] and becoming an authority on the topic.
[0:18] And today, I'm going to show you how to create
your own content hub and maximize search traffic
[0:23] to your pages.
[0:24] Stay tuned.
[0:24] [music]
[0:29] If you're new to content hubs, the reason
why they work well is because they help build
[0:33] semantic relationships between content.
[0:36] For example, if you had a page on keto dieting,
you might talk about what it is, what to eat,
[0:41] the benefits of keto, and provide some recipes
or dietary guidelines.
[0:46] Now, if you were to go into great depth about
all of these topics, then it'd be more like
[0:50] reading a book rather than a page or post.
[0:53] Instead, you can create other relevant guides
and internally link between pages.
[0:59] This tells search engines that all the content
is related to the broader topic of keto.
[1:04] Plus, having a logical structure to your content
provides a better user experience for visitors.
[1:11] Now, there are 3 parts to content hubs and
the best way to explain it is with a diagram
[1:15] from Hubspot.
[1:17] First you have your hub, which they refer
to as pillar content.
[1:20] This page will usually be either an in-depth
guide or a resource on a broad topic.
[1:26] And we've already talked about the example
of a page on keto dieting.
[1:30] The second part is your sub pages - or going
by Hubspot's name, cluster content.
[1:35] These are separate pages that go in-depth
on a more specific part of your topic.
[1:40] So an example might be "the side effects of keto."
[1:43] And the third part is hyperlinks.
[1:45] These are used to connect the hub to its subpages
and the subpages should also link back to the hub.
[1:51] Now, the reason why this is so powerful from
an SEO standpoint is twofold.
[1:56] First, you're building topical authority on
your site and building relationships between
[2:01] the pages using internal links.
[2:03] And second, when you get backlinks to any
page within the group of content, all pages
[2:09] can benefit since they're strategically linked together.
[2:12] So in theory, your pages should rank higher
together, helping you maximize search traffic
[2:17] on a given topic.
[2:18] Now, should everyone be using content hubs?
[2:21] The answer is no.
[2:22] Sometimes, you won't have enough topics
that fit into a broader topic.
[2:26] This is especially true for micro-niche sites
like one about chicken coops.
[2:31] But for a site about farming, you could probably
create multiple content hubs.
[2:35] With that said, content hubs come in all shapes
and forms.
[2:39] Kane Jamison from Content Harmony
put together a great post on this,
[2:42] so I'll link that up in the description.
[2:44] So for this tutorial, I'll be focusing on
using a big guide as your hub rather than
[2:49] resource or category pages.
[2:51] Alright, before we continue further, let's break down
a basic overview of an awesome content hub
[2:57] created by Drift on the topic of chatbots.
[2:59] If you look at the table of contents on the left,
[3:01] you'll see they link to their subpages on this topic.
[3:05] And scrolling through their ultimate guide,
[3:07] you'll see they cover subtopics like
"How do chatbots work?"
[3:10] Then they have a brief description and at
the bottom of that section, you'll see a link
[3:14] that leads to a page that goes deeper on that topic.
[3:18] And the same goes for the remaining sections
like "What are the benefits of chatbots?"
[3:23] "Why are chatbots important?"
[3:24] "How to create a chatbot," and so on.
[3:28] Now, if you look at these subpages, you'll
see that they all link back to the hub page,
[3:32] creating a nicely organized group of content.
[3:36] And within around 7 months, they've gotten over
500 links from unique websites and rapid growth
[3:41] to around 6,000 monthly search visits on
a topic directly related to their product.
[3:47] So how can you start creating hubs for your site?
[3:50] The first step is to start brainstorming ideas
for your hub pages.
[3:54] And there are a few questions you should ask yourself
[3:56] to determine whether it would be a good page or not.
[3:59] First, you need to ask yourself how many
subtopics can fit under the main page?
[4:04] You don't want your topic to be too narrow,
otherwise you won't have enough subtopics
[4:09] to write about.
[4:10] But at the same time, you don't want your
topic to be so broad that you have too many
[4:15] posts that would go under it.
[4:17] Aim to have somewhere in the ballpark range
of 5-20 pages that fit under the topic.
[4:22] The second thing you should ask yourself is
does the topic have enough search volume?
[4:27] And enough search volume is a subjective number
because it'll depend on your industry and niche.
[4:32] But hub pages should be targeting popular
queries rather than long-tail queries.
[4:37] For example, if you have a site on social 
media marketing, you might want to create
[4:40] a content hub around the query "facebook ads,"
[4:43] which gets around 61,000 monthly searches in the US.
[4:47] And there are a ton of topics that fit under
it like "how to use facebook ads manager,"
[4:51] "how much do facebook ads cost," and
"facebook audience insights" to name a few.
[4:56] You wouldn't want to create a hub around
something like "facebook ads coupons,"
[5:00] which barely gets searched and is too narrow of a topic.
[5:04] Finally, you should ask yourself, can I match
search intent by targeting the pillar topic?
[5:09] Search intent means the reason behind
a searcher's query.
[5:12] And you can find this out by looking at the
top 10 results for your target keyword.
[5:16] For example, if we look at the top-ranking pages for
"facebook ads," you'll see it's a navigational query,
[5:21] meaning most people who search this want
to actually reach the Facebook website.
[5:26] But the search results also have informational
posts like these ones from Hootsuite, Buffer,
[5:32] and Social Media Examiner, which are big guides
on Facebook ads.
[5:36] Now, when it comes to choosing subpages,
[5:38] you'll want to make sure that they're
highly relevant to your topic.
[5:41] For example, "how to delete a facebook page" would
be too far off from the topic of "facebook ads."
[5:47] Good subpages are those that give more information
about a related topic.
[5:52] Oftentimes, that might be a subsection on
your pillar page, similar to the way that Drift
[5:56] did it in their chatbots hub.
[5:58] So let's build a content hub of our own and
we'll use yoga as our example niche since
[6:02] it's a broad and popular topic.
[6:05] So, step one would be to find topics that could
act as your hub or pillar page.
[6:10] To start, I'll go to Ahrefs' Keywords Explorer
and search for a broad word like "yoga."
[6:15] Next, I'll go to the Phrase match report.
[6:17] And all I'm going to do here is look for queries that
[6:20] a) have informational intent seeing as we're
creating a content hub;
[6:24] and b) they're broad enough topics to house
many subtopics.
[6:29] So I would ignore queries like "yoga near me,"
which is clearly a local query, and "yoga pants,"
[6:34] which is a transactional query as you can tell
from the ecommerce pages in the SERP.
[6:39] Now, something like "yoga poses" could be
a great top-level page since I know there are
[6:44] a lot of pages that could fall under it.
[6:46] Now, we need to find subtopics.
[6:48] Since I don't know much about yoga, I'll go
to Google and search for "list of yoga poses."
[6:54] Then I'll click on this result.
[6:56] And there's a nice table here with the list of yoga poses.
[6:59] So I've already copied the list, so I'll go ahead
and paste them into Keywords Explorer.
[7:04] And now we have keyword metrics on all of these
which we can pick and choose for our subpages.
[7:10] One final way to look for subpage ideas is
to look for your main topic in Wikipedia.
[7:15] With the sheer volume of content Wikipedia has,
[7:18] they have to organize it well for both
search engines and users.
[7:23] In this case, you'll see a list of asanas,
which are basically yoga postures,
[7:27] and then a table below showing you a ton
of different poses you could research
[7:30] and potentially use in your content hub.
[7:33] Now, I'd love to know if you're using content hubs
[7:35] or plan to use them in your SEO and
content marketing strategy.
[7:39] Let me know in the comments, and if you enjoyed
this video, make sure to like, share and subscribe
[7:43] for more actionable SEO and marketing tutorials.
[7:46] I'll see you in the next one.

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