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I’ve become more and more vocal of late about the importance of establishing hub pages on your website. Focused around a single topic, hub pages become a foundational source for readers, providing them with all the information they could need or want on a given topic.
No matter what kind of business you run, there is value in establishing hub pages for relevant areas of expertise. Still not convinced about why you should take the plunge? Here are the ways they can transform your business.
Organize Existing Content
If you’ve been diligently following the rules for content creation over the years, you likely have hundreds—maybe even thousands—of blog posts, webinars, and podcasts. That means you’ve shared a lot of useful information on the topics you know the most about. But right now, if someone is looking to do a deep dive into a specific topic, they have to go to your blog, search for a relevant term, and sort through articles looking for the ones that are most pertinent.
Hub pages allow you to bring order to the content chaos and help guide your visitors’ experience. Let’s say you’re the owner of a yoga studio. You might create hub pages around various topics like nutrition for yogis, dealing with and recovering from injuries, pre- and post-natal yoga, and information on the different forms of yoga.
On each hub page, you would then create sub-categories, allowing you to share related content in an organized way. That makes it easy for visitors to quickly find the information they need, and maybe even discover related content they wouldn’t have thought to search for on their own!
Give Old Content a Second Life
You put a lot of time and effort into creating content that is meaningful and helpful for prospects and customers alike. But if you’re adding it to your blog or posting it on your podcast hosting site, it’s eventually fading into the background as you add more posts and episodes. Eventually, it ends up buried in the recesses of the archives.
Hub pages allow you the opportunity to highlight your evergreen content—those “oldies but goodies” that remain as relevant today as they were when you first posted them—bringing it front and center and getting the most out of the work you put into creating it!
Establish Yourself as an Industry Expert
One of the best ways to build trust with customers and prospects is to prove that you really know what you’re talking about. If all of your knowledge is spread across your website, it’s difficult for visitors to get the full scope of the expertise that you bring to the table.
When your content isn’t centralized, people might only be aware of a small sliver of the knowledge that you have. For example, if you run a landscaping business, someone might be aware that you handle fall leaf cleanup, but they might be unaware of the work you do to protect trees and mature plantings from diseases.
Without a hub page, visitors might also be missing out on understanding the depth of the knowledge you possess on each respective topic. Returning to the landscaping example, they might have heard from a neighbor that you saved their old pine trees from an invasive species, but they might not know that you are the only landscaper in the area that uses a highly-effective method for controlling the pests and keeping them at bay in the long run.
Hub pages empower you to define the terms for your visitors. You can showcase the expertise that you know differentiates you from your competition.
Increase Trust and Authority with Google
Trust and authority are two of the biggest ranking factors with Google. Creating hub pages allows you to link out to other industry experts who have content that is relevant to your hub topics. They also allow you to drive a lot of traffic internally to and from the page.
When you can create more high-quality internal linking, Google ranks you more highly in both authority and trust. These factors, over time, will help you to rank higher in Google’s search results, meaning that your best content—featured on your hub pages—will be seen by an even broader audience.
Boost Your Content Upgrades
You likely already have content upgrades offered on your website. It’s great to create extra content, like ebooks or checklists, that not only provide valuable information to interested parties, but also help you identify your most qualified leads.
When you include content upgrade offers on your hub pages, you’re able to generate even greater interest in this content. First of all, you’ve already established your expertise on the topic at hands, so who wouldn’t want to sign up to learn even more from you about this area of interest?
Second, since hub pages increase your standing in Google rankings, your content upgrades included on these hub pages are being seen by a broader audience, meaning you have the opportunity to capture even more qualified leads.
Want to see a few hub pages we’ve built for clients? Oh, by the way, they all rank on page one for key search terms.
- PerfectWater. Based in Tennessee, PerfectWater installs house water purification and rainwater harvesting systems. Their website features hub pages on both areas of expertise.
- Poly Tech Talent. Focused on recruiting in the IT/tech industry, Poly includes a hub page entitled “Ultimate Guide to Hiring Executive Talent in Technology” on their website.
- Schloegel Design Remodel. Adding a painting division called for the Guide to House Painting in Kansas City
- Duct Tape Marketing. Of course, we practice what we preach! We have hub pages on all of the marketing areas that are most important to small business owners; here’s our page on Local Marketing and one for marketing for professional services.
I strongly believe in the power of hub pages to transform a small business’ content marketing game. They allow you to harness the full power of all of the high-quality content you’ve created throughout the years. Plus they help you rank better in search and drive conversions with the most promising leads. What’s not to love?
