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DIGITECH guide · 2 min read

Planning a content hub before writing a word

How to map a subject into a hub and its spokes so every article has a reason to exist and a place to link.

Written by

Maya Chen

Director of Search Strategy

14 years in search · Leads SEO and AI search programs for behavioral health and specialty care

Editorially reviewed by

Elias Morgan

Editorial Director

Former healthcare trade editor · Checks every guide against its cited sources before publication

Published · Updated · Reviewed January 8, 2026

Key points

  • A hub is a promise to cover a subject completely. Plan the spokes before publishing the hub.
  • Each spoke answers one question a prospect has before buying. If it does not, it is a blog post, not a spoke.

Map the subject

  1. Name the subject in the words a prospect uses, not the words the industry uses.
  2. List the questions people ask before, during and after buying. Sales calls and support emails are the best source.
  3. Group the questions. Each group becomes a spoke; the subject itself becomes the hub.
  4. Write the hub last. It summarises each spoke in a paragraph and links to it.
Example map for a behavioral health practice
HubSpokeQuestion answered
Intensive outpatient programmesWhat a typical week looks likeHow much time will this take?
Intensive outpatient programmesInsurance and verificationWill my plan cover it?
Intensive outpatient programmesIOP versus PHPWhich level of care do I need?

The resulting structure is the same three-layer model described in the site architecture guide: the hub is the service page, the spokes are reference pages, and the links run in both directions.

Where this applies

ServiceExclusive SEO

Written and reviewed by

Written by

Maya Chen

Director of Search Strategy

14 years in search · Leads SEO and AI search programs for behavioral health and specialty care

Published

Maya leads the search practice at DIGITECH. She plans the SEO and AI search programs behind the agency’s behavioral health and specialty healthcare accounts, and writes about how families and patients actually research care. Her work starts with the question a person types, not the keyword a tool suggests.

LinkedIn ↗DIGITECH ↗All articles by Maya

Editorially reviewed by

Elias Morgan

Editorial Director

Former healthcare trade editor · Checks every guide against its cited sources before publication

Reviewed

Elias runs editorial review for everything DIGITECH publishes. He reads each draft against the sources it cites, checks the claims a client could be held to, and signs off on the review date that appears on the page. Before DIGITECH he edited a healthcare trade publication for eight years.

Checked against the sources above on January 8, 2026. The revision date changes whenever the text does; the review date only changes when the guide is re-checked.

Sources

  1. Creating helpful, reliable, people-first content — Google Search Central

About this guide

Written by

Maya Chen

Director of Search Strategy

14 years in search · Leads SEO and AI search programs for behavioral health and specialty care

Read full bio

Maya leads the search practice at DIGITECH. She plans the SEO and AI search programs behind the agency’s behavioral health and specialty healthcare accounts, and writes about how families and patients actually research care. Her work starts with the question a person types, not the keyword a tool suggests.

View profile & articles →

Editorially reviewed by

Elias Morgan

Editorial Director

Former healthcare trade editor · Checks every guide against its cited sources before publication

Read full bio

Elias runs editorial review for everything DIGITECH publishes. He reads each draft against the sources it cites, checks the claims a client could be held to, and signs off on the review date that appears on the page. Before DIGITECH he edited a healthcare trade publication for eight years.

View profile & articles →

Published · Updated