How To Get Your Clients to Rank for Great Search Terms
Part of creating a successful SEO strategy is ranking well for great search terms. It’s an important element to getting your clients’ name in front of prospects early in the research phase. As your client establishes themselves as a credible source of information, they begin to gain prospects’ trust. Then, they can start to nurture that lead.
The best way to guarantee your clients rank for great search terms is to create a comprehensive guide to their area of expertise. That’s what creating hub pages is all about. Let me walk you through the step-by-step process for creating smart hub pages.
Start with Keyword Research
As with any strong SEO strategy, the creation of an effective hub page starts with keyword research. There are a number of tools that you can use to get it done, but a solid keyword research exercise involves looking at the terms your client and their competitors rank for.
Understanding the keywords your client ranks for helps you to see the specific traits their customers value about them. What makes them different (and better) from their competitors? Or is there something you can learn about how their offerings speak to specific subsets of a broader audience?
Let’s say, for example, your client is a home remodeler. Perhaps in doing keyword research, you see that “renovations period homes” is a term they rank well for. While they do work on old and new properties, their work in antique homes has garnered special attention.
Similarly, you want to understand the terms their competitors’ rank for. Seeing where competitors dominate in search can help you to either find your own path for your clients or to identify gaps in competitors’ coverage where your client can build out content.
Identify Your Hub Page Topics
Now you understand where your client stands in the competitive landscape. Next, you can settle on the hub page topics that make most sense for them. These hub pages are ultimate how-to guides. They establish your client as the authority on this specific area of interest. That’s why it’s important it’s something they actually want to be known for. Returning to the example above, if your client has handled renovations in period homes before but is hoping to pivot into new construction, then it’s best to find another topic for their hub page.
That being said, if historic homes are their area of expertise and a place where they’re happy to expand their business, that’s a great niche to focus on for a hub page.
Build Out the Content
Once you’ve settled on a topic, it’s time to build out the content. Again, think of this as a how-to guide. In that way, you want to create a table of contents that organizes the information in a sensible, logical way for readers.
Let’s return to the home remodeler example. What is it that the owner of a Victorian or Georgian home would want to know before updating their space?
You might break it down into the following categories:
- Renovating a historic home. This section might include things like how to hire an architect with a focus on preservation, things to consider if yours is a registered historic home, and common issues that arise when undertaking construction on an old property.
- Historic home additions. This section might cover how to add entirely new space onto a historic home, while maintaining consistency in style and feel with the original portions of the house.
- Budgeting for the project. This might introduce how to budget for unforeseen costs (which often crop up in old construction), and striking the right balance between custom and prefabricated elements to balance budget while delivering on style. Plus, it might include a cost calculator where clients can input details about their project and get a quick ballpark figure of the renovation costs.
- Living through the project. Once it’s up-and-running, there are keys to maintaining sanity and happiness during the work period. From prepping your historic home for renovations, to how to best communicate needs and changes with your contractor, to how to live through construction this section would cover those elements.
Creating the Hub Page
After you’ve decided on the broad hub page topic and the relevant sub-categories, it’s time to pull together the content. This can be a mix of blog posts, videos, and the like that your client already has. Plus, you can create some new content to fill in gaps in each category.
Include links back out to the original content. Then at the bottom of the original content, link back to the hub page. This creates a web of content that not only keeps readers returning to the hub page for more information, it helps Google and other search engines identify the hub page as a centralized source of knowledge on your client’s website.
Rome wasn’t built in a day, and neither is a great hub page. You can continue to create content throughout the coming months that feeds into the hub page. In fact, establishing a handful of hub page topics can help guide your editorial calendar. You can set monthly themes for content creation that align with each of the hub pages.
Hub pages are an incredible way to help your clients rank in search results. Once you’ve created a great hub page, prospects and customers will visit those pages, looking for information in your client’s area of expertise. Finding a well of useful information, they’ll return to the hub page often. They’ll bookmark it and send links to their friends or colleagues. All this means that search engines will recognize the page as extremely useful, and it will start to rise in SERPs. Plus, your client’s name will remain top-of-mind with prospects who are using those hub pages as their go-to sources of information on a given topic. This makes a well-designed hub page both a great SEO booster and key trust builder.