A content hub is a section of a website that gathers content on one topic or for one audience and links it together. It can hold articles, videos, podcasts and downloads. The term comes from content marketing, not from Google.
How does a content hub work?
Optimizely’s glossary describes a content hub as a curated collection of branded content on a specific topic, larger than a blog and smaller than a whole website. It follows a hub-and-spoke structure. A central overview page (the hub) links to detail pages (the spokes), which link back and to each other.
A blog orders posts mainly by date. A hub orders them by topic, so the pieces together cover an area such as “online marketing” with sub-pages on email, social media and SEO. The internal links show users and crawlers how the pages relate. Google describes links as a way to connect users and search engines to other parts of a site.
No primary source shows that a hub improves rankings. The structure helps because it guides readers to related content (assessment).
The term is also ambiguous. “Content Hub” is the name of a HubSpot product, a CMS and marketing platform, and other vendors use it for media or product-content systems. In SEO the term describes site structure. Sources draw the line between a content hub, a pillar page and a hub page in different ways.
Example
An energy provider builds /guides/solar-panels/ with sub-pages on costs, subsidies, installation and storage. Each sub-page links back to the overview and to two sibling pages.
Common mistakes
- A hub that is only a list of links without its own content
- Sub-pages that do not link to each other or back to the hub
- Overlapping pages that compete for the same query
FAQ
What is a content hub? A group of pages on one topic, organized around a central page.
Sources
- Content hub – Optimizely Optimization Glossary (secondary)optimizely.com
- Content Hub – HubSpot product page (product meaning, for disambiguation)hubspot.com
- SEO Starter Guide – Google Search Centraldevelopers.google.com
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