On-page SEO
Hub and Spoke Model
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What is Hub and Spoke Model?
The hub-and-spoke model is a content architecture strategy where a central "hub" page (analogous to a pillar page) covers a broad topic and connects outward to multiple "spoke" pages that each address a specific subtopic in depth. The hub acts as an authority center, while each spoke enriches the cluster's topical coverage and funnels users and link equity back to the hub.
This model mirrors how encyclopedias work: the main entry provides an overview and cross-references, while individual articles drill into specifics. In SEO terms, the hub typically targets a high-volume, broad keyword, while spokes target long-tail, intent-specific keywords. The bidirectional linking between hub and spokes strengthens the entire cluster's authority and crawlability.
Why it matters for SEO
The hub-and-spoke model is the most scalable architecture for building topical authority in a niche. By systematically expanding spoke content over time, a site progressively dominates more of the search landscape for a topic while continuously reinforcing the central hub's authority.
Example
A travel site's hub page "Visiting Japan" links out to spokes on the JR Pass, Tokyo neighbourhoods, Kyoto temples, etiquette and budget. Each spoke links back to the hub and to closely related spokes (Tokyo to the JR Pass, for example). The site's structure mirrors how a traveller researches the trip, and crawlers can reach every spoke within two clicks of the hub.
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