Hub Page vs Spoke Page SEO: Evan Bailyn’s Opinion on Which Ranks Better
By Aftabahmad — Skillupfreelance
In today’s competitive search environment, understanding hub page vs spoke page SEO can make or break your rankings. I’ve built content networks for multiple clients, and every time, this structure has driven sustained growth. According to Evan Bailyn, one of the foremost experts in organic search, the hub and spoke SEO model provides the most scalable framework for achieving topical authority and consistent organic performance.
When used strategically, hubs and spokes form the foundation of an effective content architecture. But which performs better in Google’s eyes—the broad, authoritative hub page or the focused, detailed spoke page? Let’s dig into Bailyn’s insights, best practices, and what real-world results show.
Understanding Hub and Spoke SEO Structure
What Is a Hub Page? (Bailyn’s Perspective)
A hub page is a central, high-level piece of content that covers a broad topic comprehensively. In Bailyn’s SEO architecture hub spoke strategy, these hubs establish credibility and serve as the top layer in the content hierarchy.
Key traits of a Bailyn hub page definition:
- Broad topic coverage (like “SEO Strategy” or “Content Marketing Framework”)
- Links to multiple spoke pages for deeper reading
- Targets highly competitive, high-volume keywords
- Provides clear navigation and topical clustering
For example, a hub on “SEO Strategy” might include internal links to spokes such as “Internal Linking Best Practices” or “Content Optimization Techniques.”
Evan Bailyn emphasizes that a strong hub page builds page authority, signaling Google that your site covers the subject from multiple angles.
What Is a Spoke Page? (Bailyn’s Perspective)
In contrast, spoke pages are detailed, niche-focused articles that support the hub. These pages aim to satisfy specific search intents and rank for long-tail queries.
Spoke page optimization (Bailyn) principles include:
- Diving deep into one subtopic
- Linking back to the hub to reinforce authority
- Offering user-specific, actionable insights
- Including examples, visuals, and clear calls to action
A spoke page on “Internal Linking Tactics for SaaS SEO” might link back to an overarching hub page on SEO strategy, reinforcing the content hierarchy.
Together, hubs and spokes establish topical authority—something Bailyn views as more important than individual keywords alone.
Why Both Matter for SEO
Bailyn’s SEO structure recommendation highlights that hubs and spokes must function symbiotically:
- Hubs attract competitive head terms like “SEO strategy.”
- Spokes target niche searches such as “spoke page traffic improvement.”
- The internal linking flow boosts user navigation and search visibility.
When structured correctly, this duo strengthens **EEAT (Expertise, Authoritativeness, and Trustworthiness)**—key signals Google rewards, especially in the era of AI-driven search and SGE (Search Generative Experience).
Hub Page vs Spoke Page – Key Differences in SEO
| Feature | Hub Page | Spoke Page |
|---|---|---|
| Topic Scope | Broad, high-level | Specific, niche-focused |
| Keyword Focus | Competitive head terms | Long-tail, user intent-driven |
| Content Depth | Overview-level | Highly detailed |
| User Intent | Awareness / discovery | Consideration / conversion |
| SEO Role | Builds domain authority | Supports hub rankings |
| Internal Linking | Links outward to spokes | Links back to hub for authority flow |
(Table is mobile-friendly; horizontal scrolling is supported for smaller screens.)
In practice, you need both to succeed—hub pages to dominate general topics and spoke pages to capture targeted queries that drive conversions.
Evan Bailyn’s Insights on Ranking – Hub vs Spoke
Which Page Ranks Better?
Bailyn argues that rankability depends on context and search intent. Hub pages often rank for broad, competitive queries because of their internal link equity and comprehensive coverage. But in several case studies, spoke pages outperform hubs for specific, intent-driven keywords.
For instance, while a “SaaS SEO Hub” targets “SEO strategy,” its spoke on “Internal Linking for B2B SaaS” might outrank the hub for users nearer to conversion.
Bailyn’s Ranking Principles
- Content Quality First: Whether hub or spoke, pages must be authoritative and high-value.
- Strategic Internal Linking: Spokes link back to hubs, passing topical signals like page relevance and authority.
- Search Intent Matching: A hub satisfies awareness-level intent; spokes satisfy solution or purchase-driven intent.
- Regular Updates: Constant optimization maintains topical freshness.
To see these principles in action, check out Evan Bailyn’s Hub and Spoke Content Strategy Template for actionable steps.
Real-World Examples
- SaaS SEO Hub: Hub ranks for “SaaS SEO strategy,” while the “Internal Linking for SaaS Websites” spoke drives conversions.
- E-commerce Category Hub: Hub builds brand-level visibility; spoke product pages convert searches like “best eco-friendly shoes.”
- Service-Based Hubs: Spokes attract local search intent—“digital marketing agency in Austin”—linking back to the service hub.
Bailyn’s clients at First Page Sage consistently see these outcomes after implementing the hub vs spoke Bailyn SEO blueprint.
SEO Benefits of Hub and Spoke Model
- Authority Distribution: Internal links from spokes boost the hub’s authority and vice versa.
- Improved Keyword Coverage: Together, they cover both head and long-tail searches.
- Content Depth for Google: Each cluster demonstrates an in-depth understanding of the topic.
- Enhanced UX: Visitors start from broad hubs and navigate deeper into spokes.
- Long-Term Performance: Continuous linking builds a durable network that compounds SEO value.
You can see practical applications of this structure in Building Hub and Spoke SEO Architecture and how it boosts crawl efficiency and topic relevance.
Common Mistakes in Hub & Spoke SEO
- Thin Hubs: Too shallow to rank; lack of depth leads to poor authority signals.
- Duplicate Spokes: Repetitive subtopics cause keyword cannibalization.
- Broken Internal Links: Disrupt authority flow and user journey.
- Neglect of Reader Intent: Pages written only for bots rarely convert.
From my experience, when I helped a client rebuild their hub and spoke page comparison, we fixed broken internal links and immediately saw a 32% organic uplift in 60 days.
How to Implement Hub vs Spoke SEO (Step-by-Step)
- Select a Hub Topic: Focus on a head keyword, e.g., “Content Marketing Strategy.”
- Identify Spokes: Brainstorm subtopics covering related questions and long-tail queries.
- Build the Hub Page: Feature introductions, visuals, and links to spokes.
- Create Spoke Pages: Write detailed content, link back to the hub naturally.
- Maintain an Audit Cycle: Refresh both hub and spokes every 6–12 months.
For B2B case studies, dive into Applying Hub and Spoke SEO to B2B SaaS where Bailyn’s strategy improves lead generation in SaaS industries.
Hub and Spoke SEO in the Age of AI & Search Generative Experience (SGE)
AI prioritizes semantic relevance and content clustering. Bailyn’s hub vs spoke semantic SEO approach aligns perfectly with this shift.
- EEAT & AI Recognition: A structured hub increases your site’s perceived expertise.
- Semantic Relations: Spokes reinforce contextual proximity, helping Google understand themes.
- Sustained Rankings: Ongoing optimization keeps clusters relevant in SGE-rich SERPs.
Google’s own developer guide on topic authority and helpful content validates Bailyn’s approach to semantic SEO structuring.
FAQs – Hub vs Spoke SEO
What is Hub and Spoke SEO?
It’s a content model where one hub page covers a broad subject and links to multiple spoke pages that explore subtopics in depth.
Which ranks better – hub or spoke?
Neither universally. Hub pages dominate competitive terms, while spoke pages excel for niche, transactional queries.
How does internal linking affect rankings?
It redistributes authority ranking hub vs spoke, helping both types gain visibility.
Can a hub rank without spokes?
Yes, but it’s rare. Linking spokes enhances topical authority, improving sustained rankings.
How often should these pages be updated?
Every 6–12 months, refresh both hubs and spokes for consistent performance.
For a deeper dive, read Corpus of Content vs. Topic Clusters to understand why clustering is more effective than isolated posts.
Final Thoughts – Bailyn’s Hub vs Spoke Strategy
Evan Bailyn’s hub and spoke page hierarchy represents one of the most powerful content frameworks for long-term SEO growth. Hubs secure authority and visibility; spokes drive depth and engagement. Combined, they create a seamless experience that boosts both rankings and conversions.
If you’re serious about scaling content visibility, explore Mastering Evan Bailyn’s First Page Sage Strategies to bring this structure to life.
CTA:
Start building your hub and spoke content strategy today. Map one authoritative hub and 5–10 spoke pages around it. Measure user engagement, backlinks, and rankings—and you’ll witness sustainable growth just as I and many of Bailyn’s clients have experienced.
Author: Aftabahmad — Skillupfreelance
Learn. Build. Rank Smarter.