A hub page can be compared to a lot of things: a table of contents, summarizing what’s available on your website; a business directory, guiding readers to a specific product or service; even a tree root, laying the foundation and growth for your search engine optimization. When used well, they can give a much-needed boost to your inbound marketing and lead generation. Here’s why.
They Improve Visibility
Hub pages include information and links that all focus on a main topic from your website. For example, if you want yours to be about cybersecurity, you might include the latest industry reports, tips that businesses can use to support themselves now, the types of malware to be mindful of, and the negative effects of a poor IT infrastructure. Providing access to all of this material from a single page benefits your digital marketing in a couple of ways. First, it makes navigation much easier for your users to find the information they need and stick around to read it. Second, it boosts your SEO ranking by grouping relevant keywords from your content.
You Don’t Have to Rewrite Content
Chances are, you’ve written about the same subject matter a number of times already because you know its viewership is temporary. Social media promotions only appear for brief moments on users’ newsfeeds, and even your blogs become “lost” farther down the queue on your website as new material is published. But this doesn’t mean that material isn’t still relevant, and hub pages capitalize on this fact. Instead of rewriting or reposting that content, you simply summarize it, and/or use bullet points with backlinks to those pages where your content already resides. Old or new, as long as it’s accurate, you can use it.
They Reinforce Your Buyer’s Journey
If hub pages are a table of contents, then the route each user takes could be viewed as a “choose your own adventure” narrative. Based on the pages a user visits, you can create a buyer’s journey with specific options and calls to action that encourage the user to continue engaging with you.
With the cybersecurity example above, consider that a page about industry reports could include a signup option for users who want to get the latest information delivered to their inbox as soon as it’s posted. Another page, like the one on best tips for businesses to implement, could include a call to action offering a free evaluation for a user’s own network security.
Looking for ways to consolidate your own library of content into an effective hub page? We’d be happy to help you. Click the link below for a free digital marketing consultation.