Hub and Spoke SEO
Here's how I actually work with hub and spoke seo when the stakes are real.
What I’d do first
- The model uses one central page as the hub and multiple supporting pages as spokes around a single topic.
- The hub should cover the topic broadly, while each spoke should cover one narrower subtopic in more depth.
- The basic internal-linking rule is bidirectional linking: the hub links to every relevant spoke, and each spoke links back to the hub.
For SEO practitioners, hub and spoke structures help search engines understand topic relationships and can strengthen topical authority through a tightly connected internal link graph. They also improve site navigation by guiding users from broad overview content to deeper, intent-specific pages.
Example
The model uses one central page as the hub and multiple supporting pages as spokes around a single topic.
Quick start
- Define the goal for this topic.
- Check the live SERP format.
- Improve one page that matches the intent.
- Measure in Google Search Console.
Common mistakes
- Treating the topic as a one-time task
- Ignoring search intent
- Copying tactics without checking your SERP
Next step
Quick answers
What is hub and spoke SEO?
Hub and spoke SEO is an internal linking tactic where a central hub page links to several related spoke pages, and those spoke pages link back to the hub, creating a topic cluster that helps search engines understand content relationships.
How does hub and spoke SEO improve topical authority?
By organizing content around a central topic and linking related pages together, hub and spoke structures signal to search engines that the site covers a topic comprehensively, which can boost topical authority.
What are common mistakes in hub and spoke SEO?
Common mistakes include creating a thin hub page, using vague anchor text, forcing links between unrelated pages, and not linking spokes back to the hub.
Is hub and spoke the same as pillar page?
Hub and spoke is similar to the pillar page model, but the terms are often used interchangeably. Both involve a central page linking to supporting content.
Sources
Primary documentation is linked directly. Anything commercial is marked nofollow.
- Google Search Central — Best source for Google’s guidance on internal links, anchor text, and how Google discovers and understands content.
- Google Search Central: Creating helpful, reliable, people-first content — Useful for framing hub content as genuinely helpful, comprehensive content rather than thin keyword pages.
- Botify — Practical overview of hub-and-spoke content strategy and content inventory planning.
Notes from Callum Bennett.