{"id":2152,"date":"2026-05-18T07:00:02","date_gmt":"2026-05-18T06:00:02","guid":{"rendered":"https:\/\/daveashworth.co\/blog\/?p=2152"},"modified":"2026-09-23T03:56:13","modified_gmt":"2026-09-23T02:56:13","slug":"how-to-build-seo-content-hubs","status":"publish","type":"post","link":"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/","title":{"rendered":"How To: Build SEO Content Hubs for Topical Authority"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>TL;DR:<\/strong> <br>SEO content hubs organise related pages around a central topic, using pillar pages, supporting articles and internal links to create clearer relationships between your content. Done well, they can strengthen topical relevance, help search engines understand the subjects your site covers, and make it easier for users to explore related information. The key isn&#8217;t publishing more content, it&#8217;s connecting the right content around the topics you want your site to be known for.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Why_Build_SEO_Content_Hubs\" >Why Build SEO Content Hubs?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#What_Are_SEO_Content_Hubs\" >What Are SEO Content Hubs?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Pillar_Pages_vs_Supporting_Articles\" >Pillar Pages vs Supporting Articles<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Pillar_Pages_Breadth\" >Pillar Pages = Breadth<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Supporting_Articles_Depth\" >Supporting Articles = Depth<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Not_Every_Content_Hub_Looks_The_Same\" >Not Every Content Hub Looks The Same<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#How_To_Build_an_SEO_Content_Hub\" >How To Build an SEO Content Hub<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Why_Content_Hubs_Improve_SEO\" >Why Content Hubs Improve SEO<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Stronger_Topical_Relevance\" >Stronger Topical Relevance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Better_Internal_Linking\" >Better Internal Linking<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Why_Supporting_Articles_Matter\" >Why Supporting Articles Matter<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Real_Example_How_I_Built_Content_Hubs_on_My_Own_Site\" >Real Example: How I Built Content Hubs on My Own Site<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Website_Performance_Hub\" >Website Performance Hub<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Ecommerce_SEO_Hub\" >Ecommerce SEO Hub<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Local_SEO_Hub\" >Local SEO Hub<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/daveashworth.co\/blog\/how-to-build-seo-content-hubs\/#Dont_Build_Content_Hubs_Around_Keywords_Alone\" >Don&#8217;t Build Content Hubs Around Keywords Alone<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Build_SEO_Content_Hubs\"><\/span>Why Build SEO Content Hubs?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Most websites don&#8217;t struggle because they lack content. They struggle because the content they&#8217;ve published over time isn&#8217;t clearly connected.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can end up with useful blog posts, service pages and guides sitting in isolation, overlapping with each other or having little obvious relationship to the topics you actually want the site to be known for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>SEO content hubs<\/strong> provide a way to organise those pages around clearly defined topics, connecting broader pillar pages with more specific supporting content through relevant internal links.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The aim is to create stronger topical relationships, making it easier for both users and search engines to understand <strong>what your site covers, how individual pages relate to each other, and where your depth of expertise lies<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this guide, I&#8217;ll explain how I structure content hubs, how they can improve topical relevance, and show how I&#8217;ve applied the approach across my own site.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Are_SEO_Content_Hubs\"><\/span>What Are SEO Content Hubs?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Content hubs are groups of related pages organised around a central topic and connected through relevant internal links. They&#8217;re also commonly described as <strong>topic clusters<\/strong> or <strong>pillar and cluster structures<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Typically, an SEO content hub includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>a central hub or pillar page<br><\/li>\n\n\n\n<li>supporting articles covering specific subtopics<br><\/li>\n\n\n\n<li>related service, product or category pages where relevant<br><\/li>\n\n\n\n<li>contextual internal links connecting those pages<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Rather than publishing articles in isolation, the aim is to build a connected group of pages around a subject you want the website to be known for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The pillar page provides the <strong>breadth<\/strong>, while supporting articles provide the <strong>depth<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pillar_Pages_vs_Supporting_Articles\"><\/span>Pillar Pages vs Supporting Articles<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A useful way to think about an SEO content hub is that <strong>pillar pages provide breadth, while supporting articles provide depth<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Pillar_Pages_Breadth\"><\/span>Pillar Pages = Breadth<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pillar pages cover the main topic broadly and act as a central reference point for related content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, on my site these include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/daveashworth.co\/skills\/ecommerce-seo-consultant\/\">Ecommerce SEO<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/skills\/website-performance-consultant\/\">Website Performance<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/skills\/local-seo-consultant\/\">Local SEO<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/skills\/ecommerce-seo-consultant\/magento\/\">Magento SEO<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Their role is to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>target the broader search intent<br><\/li>\n\n\n\n<li>explain the wider topic<br><\/li>\n\n\n\n<li>connect relevant supporting content<br><\/li>\n\n\n\n<li>act as a central reference point within the hub<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"700\" height=\"525\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/pillar-pages.png\" alt=\"Pillar Pages\" class=\"wp-image-2168\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/pillar-pages.png 700w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/pillar-pages-300x225.png 300w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/pillar-pages-150x113.png 150w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Supporting_Articles_Depth\"><\/span><br>Supporting Articles = Depth<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Supporting articles explore specific questions, problems and subtopics in more detail.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, within my <a href=\"https:\/\/daveashworth.co\/skills\/ecommerce-seo-consultant\/\">Ecommerce SEO<\/a> hub I have articles covering:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/daveashworth.co\/blog\/solved-what-is-the-srsltid-url-parameter\/\">the <code>srsltid<\/code> URL parameter<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/how-to-do-dynamic-product-meta-data-in-magento-using-gtm\/\">dynamic Magento product metadata<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/squarespace-ga4-ecommerce-tracking\/\">Squarespace revenue tracking<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Individually, those articles target very specific problems and search intents.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Together, they provide greater depth around ecommerce SEO, including crawlability, indexing, product optimisation, tracking and analytics.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"700\" height=\"525\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/supporting-articles.png\" alt=\"Supporting Articles\" class=\"wp-image-2170\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/supporting-articles.png 700w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/supporting-articles-300x225.png 300w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/supporting-articles-150x113.png 150w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Not_Every_Content_Hub_Looks_The_Same\"><\/span>Not Every Content Hub Looks The Same<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The classic content hub model is useful, but not every website needs a single pillar page surrounded by blog articles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The structure depends on the type of website, its content and the topics it needs to organise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On my own site, it works more like this:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Homepage \/ top-level menu pages = main hubs<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These introduce the broader themes of website configuration, optimisation, analytics and support.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Services, skills and support pages = pillar pages<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pages such as Ecommerce SEO, Local SEO, Website Performance, Google Tag Manager, Website Migrations and Analytics &amp; Tracking act as central pages for individual topics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Blog articles = supporting content<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These add depth by covering specific questions, technical problems, case studies and implementation guides related to those broader topics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, my Ecommerce SEO page acts as a pillar page, supported by articles about the <code>srsltid<\/code> URL parameter, dynamic Magento product metadata and Squarespace revenue tracking.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An ecommerce site might instead use category pages as hubs, with buying guides and supporting articles beneath them. A local business might use its main service pages as pillars, supported by FAQs, case studies and advice content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The exact structure can vary. The important part is that related pages are clearly connected around a defined topic.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_To_Build_an_SEO_Content_Hub\"><\/span>How To Build an SEO Content Hub<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">I don&#8217;t start by deciding I need to publish a certain number of articles. I start with the <strong>topic I want the site to be relevant for<\/strong>, then work out what content is needed to support it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A simple process is:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Choose the core topic or pillar page<\/strong><br>Start with the broader subject you want to build relevance around. On a service-led site, this might already be an important service or skills page.<br><\/li>\n\n\n\n<li><strong>Identify the important supporting topics<\/strong><br>Look at the questions, problems and more specific searches that sit beneath the broader topic. These should genuinely support the pillar rather than simply being loosely related keywords.<br><\/li>\n\n\n\n<li><strong>Map your existing content<\/strong><br>You may already have articles that belong in the hub but aren&#8217;t clearly connected to it. Before creating more content, identify what you already have and where it fits.<br><\/li>\n\n\n\n<li><strong>Find the genuine content gaps<\/strong><br>Look for important subtopics or questions that aren&#8217;t adequately covered. These become candidates for new supporting articles.<br><\/li>\n\n\n\n<li><strong>Link supporting content back to the pillar page<\/strong><br>Where relevant, supporting articles should reinforce the central topic through contextual internal links rather than existing as isolated blog posts.<br><\/li>\n\n\n\n<li><strong>Connect related supporting articles where useful<\/strong><br>Not every article needs to link to every other article. Link them when the relationship genuinely helps someone explore the topic further.<br><\/li>\n\n\n\n<li><strong>Keep developing the hub using search data<\/strong><br>Search Console queries, client questions and problems you encounter in real projects can all reveal additional subjects worth covering.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">The goal isn&#8217;t to manufacture a perfectly symmetrical content cluster. It&#8217;s to create <strong>useful, connected coverage of a topic<\/strong>, with enough breadth and depth to satisfy the different searches and questions that sit around it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Content_Hubs_Improve_SEO\"><\/span>Why Content Hubs Improve SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Content hubs don&#8217;t improve SEO simply because pages have been grouped together.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The value comes from creating <strong>clearer relationships between pages covering the same broader subject<\/strong>, while giving individual pages enough focus to satisfy more specific search intents.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Done well, that can improve topical relevance, strengthen internal linking and help demonstrate greater depth around the subjects your site covers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Stronger_Topical_Relevance\"><\/span>Stronger Topical Relevance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A single article can establish relevance for a specific query, but it doesn&#8217;t necessarily demonstrate much depth around the wider topic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A connected group of useful pages can.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, a Magento SEO hub might contain content covering:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>metadata optimisation<br><\/li>\n\n\n\n<li>crawlability and indexing<br><\/li>\n\n\n\n<li>URL parameters<br><\/li>\n\n\n\n<li>product optimisation<br><\/li>\n\n\n\n<li>analytics and tracking<br><\/li>\n\n\n\n<li>internal linking<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Each page can target its own specific search intent, while collectively supporting the broader <strong>Magento SEO<\/strong> topic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s what I mean by improving topical relevance. You&#8217;re not repeating the same keywords across multiple pages. You&#8217;re covering the <strong>different questions and problems that naturally exist within the wider subject<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Better_Internal_Linking\"><\/span>Better Internal Linking<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Content hubs also create natural opportunities for better internal linking.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead of linking pages together simply because they&#8217;re on the same website, the links reflect genuine relationships between topics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>supporting articles can link back to relevant pillar pages<br><\/li>\n\n\n\n<li>pillar pages can point users towards more detailed guides<br><\/li>\n\n\n\n<li>related supporting articles can connect where their subjects overlap<br><\/li>\n\n\n\n<li>informational content can lead naturally towards relevant service pages<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This helps users move through a topic while giving search engines clearer context about <strong>how individual pages relate to one another<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Supporting_Articles_Matter\"><\/span>Why Supporting Articles Matter<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A broad pillar or service page can explain what you do, but there&#8217;s only so much depth it can reasonably provide without trying to satisfy dozens of different search intents on one page.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Supporting articles let you go deeper.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They can demonstrate expertise through:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>implementation examples<br><\/li>\n\n\n\n<li>troubleshooting<br><\/li>\n\n\n\n<li>case studies<br><\/li>\n\n\n\n<li>technical explanations<br><\/li>\n\n\n\n<li>platform-specific guidance<br><\/li>\n\n\n\n<li>real-world problems you&#8217;ve actually solved<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">For example, a <a href=\"https:\/\/daveashworth.co\/services-and-consultancy\/website-migrations-consultant\/\">Website Migrations<\/a> page can explain the overall migration process and service.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But supporting articles covering subjects such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/daveashworth.co\/blog\/a-rough-guide-to-30x-redirects\/\">301 redirects<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/how-to-convert-and-redirect-uppercase-url-characters-to-lowercase\/\">uppercase and lowercase URLs<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/how-to-redirect-a-url-to-remove-a-directory-or-folder-name\/\">removing directory or folder paths<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">let me address much more specific problems without bloating the main service page.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Collectively, those articles add <strong>depth around the wider website migration topic<\/strong>, while each article can still satisfy its own specific search intent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Real_Example_How_I_Built_Content_Hubs_on_My_Own_Site\"><\/span>Real Example: How I Built Content Hubs on My Own Site<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Rather than treating content hubs as a theoretical SEO exercise, I&#8217;ve been applying this structure across my own website.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As the site grew, I already had plenty of useful supporting content. The problem was that some of it existed as individual articles rather than being clearly connected to the broader services and skills I wanted the site to be relevant for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So rather than simply publishing more articles, I reorganised existing content around several core topic areas.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"653\" height=\"991\" src=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/local-seo-content-hub.png\" alt=\"Local SEO Content Hub\" class=\"wp-image-2165\" srcset=\"https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/local-seo-content-hub.png 653w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/local-seo-content-hub-198x300.png 198w, https:\/\/daveashworth.co\/blog\/wp-content\/uploads\/2026\/05\/local-seo-content-hub-99x150.png 99w\" sizes=\"(max-width: 653px) 100vw, 653px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Website_Performance_Hub\"><\/span>Website Performance Hub<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">My <a href=\"https:\/\/daveashworth.co\/skills\/website-performance-consultant\/\">Website Performance<\/a> page acts as the broader pillar, supported by articles covering areas such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/daveashworth.co\/blog\/how-to-fix-search-console-errors-why-pages-arent-indexed\/\">Search Console indexing issues<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/google-update-why-you-are-seeing-a-drop-in-impressions-increase-in-average-position\/\">ranking and impression changes<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/the-best-free-website-page-speed-core-web-vitals-checker-tools\/\">page speed and Core Web Vitals<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/how-to-use-gsc-regex-to-find-out-the-questions-your-users-are-asking\/\">Search Console query analysis<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/seo-stop-using-the-google-disavow-tool-for-toxic-links\/\">toxic links and the Disavow Tool<\/a><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ecommerce_SEO_Hub\"><\/span>Ecommerce SEO Hub<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">My <a href=\"https:\/\/daveashworth.co\/skills\/ecommerce-seo-consultant\/\">Ecommerce SEO<\/a> hub connects supporting content covering areas such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/daveashworth.co\/blog\/how-to-do-dynamic-product-meta-data-in-magento-using-gtm\/\">Magento metadata optimisation<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/squarespace-ga4-ecommerce-tracking\/\">ecommerce revenue tracking<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/solved-what-is-the-srsltid-url-parameter\/\">URL parameters<\/a><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Local_SEO_Hub\"><\/span>Local SEO Hub<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Similarly, my <a href=\"https:\/\/daveashworth.co\/skills\/local-seo-consultant\/\">Local SEO<\/a> hub is supported by more specific articles covering:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/daveashworth.co\/blog\/how-to-track-google-business-profile-traffic-in-ga4\/\">Google Business Profile tracking<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/how-to-implement-localbusiness-schema-markup-and-why\/\">LocalBusiness schema<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/localbusiness-schema-for-multiple-locations\/\">multi-location local SEO<\/a><br><\/li>\n\n\n\n<li><a href=\"https:\/\/daveashworth.co\/blog\/full-list-of-all-google-my-business-gmb-profile-categories\/\">Google Business Profile categories<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The important part isn&#8217;t that every hub follows exactly the same structure. It&#8217;s that <strong>each broader topic is supported by relevant, more specific content, with internal links making those relationships explicit<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dont_Build_Content_Hubs_Around_Keywords_Alone\"><\/span>Don&#8217;t Build Content Hubs Around Keywords Alone<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the easiest ways to weaken a content hub is to assume that every loosely related keyword deserves another article.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I don&#8217;t create supporting content simply because:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>a keyword tool reports search volume<br><\/li>\n\n\n\n<li>the keyword looks easy to rank for<br><\/li>\n\n\n\n<li>a competitor has written about it<br><\/li>\n\n\n\n<li>the subject happens to mention the broader topic<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Before adding something to a hub, I want it to have a <strong>clear relationship with the pillar topic<\/strong> and satisfy a useful search intent that isn&#8217;t already adequately covered elsewhere.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Otherwise, you can gradually end up with overlapping articles, weak internal relationships and lots of content that doesn&#8217;t meaningfully strengthen the topic you&#8217;re trying to build around.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A better question is:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Does this content add useful depth to the hub, or am I publishing it simply because I&#8217;ve found another keyword?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If it adds a genuinely useful question, problem, example or subtopic, it probably belongs. If the relationship is difficult to explain, it probably doesn&#8217;t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, a useful content hub isn&#8217;t defined by how many articles it contains. It&#8217;s defined by how well those pages work together to cover the broader topic, satisfy related search intents and help users move naturally between them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The goal isn&#8217;t to publish more content. It&#8217;s to build clearer relationships between the useful content you already have, then fill the gaps that genuinely matter.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>TL;DR: SEO content hubs organise related pages around a central topic, using pillar pages, supporting articles and internal links to create clearer relationships between your content. Done well, they can strengthen topical relevance, help search engines understand the subjects your site covers, and make it easier for users to explore related information. The key isn&#8217;t [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2155,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":["post-2152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-on-page-seo"],"_links":{"self":[{"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/posts\/2152","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/comments?post=2152"}],"version-history":[{"count":19,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/posts\/2152\/revisions"}],"predecessor-version":[{"id":2500,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/posts\/2152\/revisions\/2500"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/media\/2155"}],"wp:attachment":[{"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/media?parent=2152"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/categories?post=2152"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/daveashworth.co\/blog\/wp-json\/wp\/v2\/tags?post=2152"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}