The B2B SaaS Marketing Blog

How B2B SaaS Companies Can Leverage a Hub & Spoke Content Strategy

by 

Mike Smith

Last updated: March 28th, 2025

Our organic traffic is dropping. What should we do? 

This is a conversation we’ve had with many SaaS marketers this year.  

Generating qualified organic traffic is more challenging today because Google’s AI-driven SERPs (like AI Overviews) are causing fewer users to click through to blog posts. 

Additionally, more content is being published due to AI writers and the general acceptance of content marketing.

This presents a problem for Google because it needs a method to weed out low quality content.

As a result, Google (and other search engines) are relying on website authority more than ever.

So even if you’re publishing high quality content, it’s harder than ever for brands with minimal website authority to earn Google’s trust and break through to the top of the SERPs.

So what’s the solution? How can SaaS companies become trusted authorities that Google wants to rank?

The hub and spoke content strategy is one of our favorite solutions to this dilemma.

In this post, we’ll discuss what the hub and spoke strategy is, its unique benefits and lay out the tactical strategy we’re using to implement it for clients.

What is the hub and spoke content model?

A content hub is a strategically organized group of web pages that provides in-depth information on a given topic across all stages of the buying journey.

The hub page targets a broad keyword (e.g., “cold emails”), and the spoke pages cover subtopics (e.g., “how to increase cold email conversions” and “cold email templates”).

Then, the hub and spoke blog posts interlink to one another.

These internal links are the glue that ties the hub and spoke pieces together. 

An Example of The Hub and Spoke Model

Let’s say you are selling construction management software.

Your hub page would be the “Construction Project Management” product landing page and will include links to several supporting pieces of ‘spoke’ content. The spoke content will address subtopics within construction project management.

Then, all supporting pages will have internal links to each other and point to the hub product page. The hub page also references all the supporting pages.

Another advantage of this method is that you can turn the hub page into future lead magnets for paid campaigns and other marketing channels as the central source for all the content you have on the topic.

SEO Benefits of The Hub And Spoke Model

There are two primary benefits of the hub and spoke model:

• Improving organic rankings across an entire topic in the search results
• Move customers through the buyer journey more efficiently

Higher Organic Rankings Across An Entire Topic

Modern search engine algorithms want to show readers accurate information, but their quality evaluation capabilities are limited. For example, they may be unable to tell which answer is the best or even which answer is accurate.

As there’s now more content than ever before, it’s even harder for search engines to analyze every blog post.

Therefore, Google came out with EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines and prefers to rank websites that fulfill this criterion rather than determining ranings exclusively based on quality.  

The hub and spoke strategy helps fulfill this criteria.

By creating content for every subtopic of a particular topic (and internally linking them so that it’s easy for crawlers to find all of the related content) you’re signaling to search engines that you’re an authority on that topic. 

You’ll also likely win People Also Asked questions, FAQs, and featured snippets, further increasing your brand’s visibility in search results.

Move Customers Through The Buyer Journey More Efficiently

Users typically search a keyword, read a blog post, and leave the website to search the next question that arose while reading the initial blog post.

For example, if their first search is “What is SEO,” they might learn about link building and return to Google to search “How do I do link building.”

After a user leaves your website, you’ll have to retarget them to bring them back to your website. Paid retargeting is not only expensive, but it is also more challenging and less effective, as privacy concerns are on the rise.

The hub and spoke model solves this problem because it leads readers to the next subtopic they’ll want to research and keeps them on your website. 

In the scenario mentioned above, we would have a blog post on “how to do link building” and internally link to it from our main guide on “what is SEO.”

This keeps prospects moving through the buyer journey faster and increases engagement with your brand. 

How to Implement The ‘Hub & Spoke’ Strategy on Your B2B SaaS Website

This is the step by step strategy we use to implement the hub and spoke strategy.

Step 1: Identify The Right Topics

You probably already know the main hub topic. For example, if you sell construction project management software, the main hub would be “construction project management.”

But what about the spoke topics?

You probably have some guesses, but each subtopic should align with a keyword or search phrase to maximize organic traffic.

We use keyword research tools like Ahrefs to identify long tail keywords related to the hub topic as well as questions and phrases related to the hub topic.

Ahrefs also has a “clusters” report that shows relevant subtopics:

Often, we’ll use the long tail keywords as the main keyword for the spoke blog posts and then insert the questions and phrases into these spoke blog posts.

To find these questions, we use Ahrefs’ “Questions” report:

We also look for relevant AI overview questions to include in each blog post.

However, this research ensures we thoroughly cover the topic to make it a complete hub and spoke topic.

Step 2: Building The Content Structure

Internal links are the glue that hold hub and spoke content together.

These internal links help search engines easily find and crawl all related content, boosting your rankings in search results.

However, these internal links aren’t always obvious to users.

To ensure the hub and spoke strategy also speeds up the buyer journey by keeping users on your website, structure it so visitors can easily locate your content on each subtopic (your spoke blog posts). 

Here’s an example of a template you could use to structure your hub page and link out to the spokes:

Keep in mind that this hub page itself needs to be relevant enough for visitors and search engines to see it as valuable.

It’s not enough to have a page with a bunch of related internal links on it. You need to create it with the same structural depth as you would any high-value landing page.

Moz’s guide to SEO is an excellent example of the hub and spoke model that you can use to model your own landing page.

You can also use a similar structure with your /blog page.

6sense, an ABM software company, has a great example of this as it divides the blog page into various hub pages. This makes it easy for search engines and visitors to quickly find related and relevant subtopic content.

For example, if the visitor wants to learn about sales effectiveness, they can easily find all of the subtopics on sales effectiveness.

By implementing these structural opportunities, you can create a page architecture that not only has SEO benefits but also makes it easier for potential buyers to find and navigate to the right piece of content.

Step 3: Repurposing Content Into Video

Organic clicks in Google Search are declining.

However, very few companies are leveraging the second most popular search engine – YouTube.

Repurposing your blog posts into YouTube content is an excellent way to earn more views, and here are a few additional benefits.

1: Increase Your Text-Based Google Rankings Thanks To EEAT

Google’s EEAT guidelines outline that they want to rank content from real experts. 

If you feature a real expert in your videos and then embed that video into your blog post, search engines will clearly understand that you’re an authority on that subject.

As a result, your text based content will rank higher in the search results.

2: Earn More Views By Leveraging a Much Less Competitive Channel

There’s significantly less competition on YouTube, especially in B2B SaaS. You’ll therefore find it easier to get traction and views.

You can also turn your videos into YouTube playlists, which help the YouTube algorithm (and users!) understand that you’re an authority on the topic. 

3: Increase User Trust By Putting an Expert’s Face to Your Brand

Prospects will trust your brand more deeply in less time if they can see a real expert talking.

If you only have written content, they don’t know if a person is behind it or if it’s all just AI generated. 

Seeing a real person share advice and real examples/personal experiences increases trust in your brand.

Start Implementing The Hub And Spoke Model Today

The hub and spoke content strategy is just one solution we’re using to combat the decline of organic search traffic.

If you’re struggling with reduced organic traffic and need to profitably acquire more qualified leads, reach out to our team of B2B SaaS marketing experts.

We can look over your current strategy, identify low hanging fruit, and lay out a more effective marketing roadmap.