April 18, 2011
The hub/spoke model. Click on it to enlarge.
Whether you’re a Fortune 500 company, a small retail shop or an individual consultant trying to be found — everyone is concerned with being findable on the web today.
And with good reason. It’s the 21st century — so when we want to find anything or anyone, we Google it. Being findable in relevant search queries matters to businesses (and people) big and small. And to achieve that — you need a strategy.
We recommend to MMG clients that we build their web of content creation in a hub/spoke model. You need to have a core or hub for all of your social media activity. One place that is the repository for your core content. In my case — it’s this blog. It’s home base — containing the bulk of the content I have created. It’s where I link out from and it’s where I want people to ultimately land if they’re searching for marketers, marketing agencies in the midwest, Iowa advertising agencies etc.
You can have lots of spokes…but they all build off the same hub. If you look at the diagram I’ve created for my own model (clearly not an art director!) you’ll see that both online and offline activities all point back to the blog.
The logic behind this is pretty straightforward:
- You want to point all your links and backlinks to the same place — the spot you want Google to drive people to.
- You don’t want to spread out the Google juice — you want it concentrated on your hub location. The more links and juice pointed at the same place, the higher your ranking.
- You want people to find your best thinking, depth of knowledge and most authoritative voice — typically a blog or website.
- You want the search engines to drive people to where they can actually connect with you — human to human.
I’m not suggesting for a minute that everyone should have a blog. You know I don’t believe that to be true. So for some businesses, it might be your corporate website. It might be your Facebook fan page. It might be a Squidoo lens page.
You need to look at how/where you’re going to be spending your time online and then carefully build your strategy around choosing a home base and building off of it.
Don’t dilute your online efforts by not having a smart strategy about how and where you want to be found.