What is Hub Page?
A hub page is a comprehensive, authoritative resource that covers a broad topic in depth while linking to related subtopic pages, serving as the central anchor in a hub-and-spoke content structure. This pillar content establishes topical authority by demonstrating expertise on core subjects while organizing related content into a cohesive architecture that helps both users and search engines understand topic relationships.
Ecommerce SEO Glossary > Content Marketing > Hub Page
What You Need to Know about Hub Page
Topic Authority Establishment
Hub pages demonstrate expertise on core business topics by providing thorough coverage that answers broad questions. This comprehensive approach signals topical authority to search engines while positioning the site as a primary resource for the subject matter.
Internal Linking Architecture
The hub-and-spoke model uses hub pages as central connection points linking to cluster content covering specific subtopics. This strategic internal linking structure passes authority to related pages while helping search engines understand content relationships and site hierarchy.
Broad Keyword Targeting
Hub pages target head terms and broad keywords with high search volume but also high competition. While individual subtopic pages rank for long-tail variations, the hub page competes for valuable short-tail terms that drive significant traffic.
Content Depth Requirements
Effective hub pages typically exceed 2,000 words, providing comprehensive coverage without overwhelming users. This content must balance thoroughness with readability, using clear structure and navigation to help visitors find specific information quickly.
User Journey Navigation
Hub pages serve as wayfinding tools that guide visitors to relevant subtopic content based on their specific needs. Clear navigation, descriptive links, and organized sections improve user experience while reducing bounce rates and increasing page depth metrics.
Ongoing Maintenance Needs
Hub pages require regular updates as subtopic content expands and information changes. Maintaining these central resources with current links, fresh examples, and updated best practices preserves their authority and search performance over time.
Frequently Asked Questions about Hub Page
1. How does a hub page differ from a pillar page?
The terms are often used interchangeably, both referring to comprehensive resources linking to related content. Some practitioners distinguish pillar pages as longer-form content, but functionally they serve the same hub-and-spoke architecture role.
2. How many subtopic pages should link from a hub?
Include 5-15 related subtopic pages depending on topic breadth and content depth. Too few suggests incomplete coverage, while too many creates overwhelming navigation that dilutes focus and confuses both users and search engines.
3. Should hub pages target commercial or informational keywords?
Hub pages work for both, depending on business goals. Ecommerce sites might create hub pages around product categories, while service businesses often target informational queries that demonstrate expertise and attract potential customers.
4. How long does it take for hub pages to rank?
Hub pages typically take 3-6 months to build authority and rankings, especially for competitive terms. Performance improves as you publish and interlink supporting subtopic content that reinforces the hub’s topical authority.
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