Our Approach → Content Architecture

The Hub Architecture That Powers
Scalable Search.

One pillar. Five to six cluster pages. Every piece interconnected by design. This is the content architecture we build for every client and the structure powering this website.

Updated April 2025
12 min read
Viaduct Generation
7
Content hubs
40+
Cluster pages
1+5
Pillar + spokes per hub
The same architecture we deploy for every client engagement. This site is built on it.
7
Content hubs
40+
Cluster pages planned
1+5
Pillar + spokes per hub
3×
Content output vs. traditional agency
12d
Sprint cycle for each hub
Section 01

What Is
Hub Architecture?

A content hub is a collection of closely related pages built around a central pillar. The pillar page covers a broad topic comprehensively. Cluster pages — also called spoke pages — go deep on specific subtopics within that theme. Every cluster links back to the pillar. The pillar links out to every cluster.

This internal linking architecture creates a compounding effect. Search engines crawl the hub, recognise the site as an authoritative source on the topic, and rank the pillar page — and all cluster pages — higher than isolated, disconnected content ever could.

For AI search, the effect is even more pronounced. Language models like ChatGPT, Perplexity, and Gemini assess topical depth before citing a source. A site with a comprehensive hub on a topic is far more likely to appear in AI-generated answers than one with fragmented, standalone pages.

The Hub Formula
1 Pillar + 5–6 Cluster Pages
+ Deliberate Internal Linking
= Compounding Topical Authority
Section 02

The 7 Content Hubs
Powering This Website

Each hub below is a pillar page with a cluster of spoke pages beneath it. Every spoke links to its hub. Every hub links to its spokes.

Hub 02 — Pillar

Search: SEO, AEO & GEO

Target intent: "SEO agency UK" / "AI search optimisation" / "AEO strategy"

View Pillar Page →

Cluster Pages (Spokes)

Hub 07 — Pillar

Our Approach: The Growth Engine

Target intent: "how does SEO agency work" / "growth marketing methodology" / "SEO strategy process"

View Pillar Page →

Cluster Pages (Spokes) — The 6 Growth Engine Phases

Section 03

Internal Linking
Architecture

Internal links are not decorative. They are the mechanism by which search engines understand the relationship between pages and distribute authority across the site. Every link in a hub follows deliberate rules.

Every Spoke Links to Its Pillar
Each cluster page contains a contextual link back to its hub pillar using descriptive anchor text — never "click here" or "read more". The anchor text matches the topic of the pillar page.
Every Pillar Links to All Spokes
The pillar page links to each cluster page it spawns. This creates a closed loop that search engine crawlers follow in both directions, building and confirming topical authority.
Cross-Hub Links for Related Topics
Where topics span multiple hubs — for example, Technical SEO connecting to Web Development — we build cross-hub links using contextually relevant anchor text. This signals breadth of authority.
Descriptive Anchor Text Always
Every internal link uses anchor text that describes what the destination page is about. Not "this article", not "here". Anchor text is treated as a relevance signal by search engines and must be used accordingly.
Section 04

SEO Implementation
Checklist

Every element below is implemented on this page. This is the standard every page across this site and every client site is held to.

Technical <head>

  • Title tagUnique, 50–60 chars, primary keyword first
  • Meta description150–160 chars, includes CTA, unique per page
  • Canonical URLSelf-referencing, prevents duplicate content
  • Robots metaindex, follow, max-snippet, max-image-preview
  • lang attributeen-GB on <html> element
  • Charset + viewportUTF-8, responsive viewport meta

Social & Open Graph

  • og:type, og:title, og:descriptionCorrect type for page category (article/website)
  • og:url + og:site_nameCanonical URL echoed in og:url
  • og:image + dimensions + alt1200×630px minimum, descriptive alt
  • og:localeen_GB for UK-targeted content
  • twitter:cardsummary_large_image for rich previews
  • twitter:site + twitter:creator@handle attribution

Structured Data (JSON-LD)

  • Organization schema@id anchor, sameAs social profiles
  • WebPage schemadatePublished, dateModified, breadcrumb linked
  • BreadcrumbList schemaMirrors visible breadcrumb nav exactly
  • ItemList schemaHub index listed as structured list
  • FAQPage schemaAll FAQ answers marked up for rich results

Content & Heading Hierarchy

  • Single H1 per pageContains primary keyword, above the fold
  • Logical H2–H6 hierarchyNo skipped levels, no keyword stuffing
  • Section IDs for deep linkingAnchor links in Table of Contents
  • Descriptive internal anchor textNo "click here" or "read more"

Semantic HTML & Accessibility

  • Semantic elementsheader, main, nav, section, article, aside, footer
  • aria-label on nav elementsDistinguishes primary nav from breadcrumb
  • aria-current="page"On active nav links and breadcrumb current
  • Skip to main content linkVisible on focus, for keyboard users
  • aria-hidden on decorative iconsSVG icons not read by screen readers

Performance & Crawlability

  • No render-blocking resourcesCSS in <head>, no inline JS blocking render
  • Responsive CSS (3 breakpoints)1024px, 680px — mobile-first layouts
  • Breadcrumb navigationVisible, semantic, microdata-marked
  • theme-color metaBrowser chrome colour on mobile
  • Scroll behaviour: smoothAnchor links scroll smoothly to sections
Common Questions

Questions About Hub Architecture.

What is a content hub in SEO?

A content hub is a pillar page that comprehensively covers a core topic, supported by cluster pages that go deep on specific subtopics. Each cluster page links back to the pillar, and the pillar links out to each cluster. This internal linking architecture signals topical authority to search engines and creates a logical journey for users navigating complex subjects.

How many spoke pages should a content hub have?

A well-structured content hub typically contains 5–10 spoke pages per pillar, depending on the topic's breadth and search demand. At Viaduct Generation, each sprint cycle delivers 1 pillar article (3,000+ words) and 4–6 cluster articles, all interconnected through deliberate internal linking architecture. The goal is depth and coverage, not volume for its own sake.

How does hub architecture improve search rankings?

Hub architecture works by concentrating topical authority across a cluster of semantically related pages. When search engines crawl a well-linked hub structure, they recognise the site as an authoritative source on the topic, improving rankings for the pillar page and all cluster pages simultaneously. It also reduces crawl budget waste by creating clear pathways for Googlebot to follow.

What is the difference between a pillar page and a cluster page?

A pillar page is a broad, comprehensive resource covering a topic at a high level. It answers “what is X and why does it matter?” A cluster page (also called a spoke page) goes deep on a specific subtopic within that broader theme, answering detailed questions like “how do I do Y?” The pillar links to all clusters; each cluster links back to the pillar.

Does hub architecture work for AI search and answer engines?

Yes. Hub architecture is arguably more important for AI search than traditional SEO. Language models like ChatGPT, Perplexity, and Gemini assess topical authority when deciding which sources to cite. A site with comprehensive hub coverage on a topic is significantly more likely to be cited in AI-generated answers than a site with isolated, unconnected pages. This is why our approach always addresses SEO, AEO, and GEO simultaneously.

Walk the walk with us

Want This Architecture Built For
Your Website?

The Search Growth Blueprint maps your hub structure before a single word is written. Delivered in 48 hours.

Get Your Growth Blueprint
Explore Our Approach