Education Hub — Website Page Types Series

Spoke Pages (Cluster Content): Building Your Law Firm’s Content Network for SEO & AI Visibility

How to create spoke pages that build topical authority, earn AI citations, and connect your hub-and-spoke architecture into a visibility engine that outperforms standalone content by up to 43%.

This guide is part of our Complete Guide to Website Page Types for SEO, GEO, AEO & AI Visibility, which covers all 13 essential page types for law firm websites. Here, we focus exclusively on spoke pages: what they are, why they matter for both traditional SEO and Generative Engine Optimization (GEO), and how to build them so they earn rankings, citations, and client inquiries.

Whether you are building your first topic cluster or expanding a mature content strategy, understanding spoke pages is essential to making your content creation investment compound over time rather than decay.

What Are Spoke Pages?

A spoke page is a content page that explores one specific subtopic within a broader theme covered by a hub (or pillar) page. The term comes from the hub-and-spoke model—a content architecture where a central overview page connects to multiple detailed subpages, much like the hub and spokes of a bicycle wheel.

In a law firm context, a hub page might comprehensively cover “Personal Injury Law in California,” while its spoke pages would address specific subtopics: statute of limitations for car accidents, how comparative negligence works, what to do after a rideshare accident, typical settlement ranges for specific injury types, and similar focused topics. Each spoke provides the depth that a single hub page cannot deliver without becoming unwieldy.

The distinguishing characteristics of spoke pages include focused topical scope (one specific question or subtopic per page), bidirectional linking to the hub page, cross-linking to related spoke pages within the same cluster, targeted long-tail keyword optimization, and content depth between 800–2,000 words. These characteristics collectively differentiate spoke pages from standalone blog posts, which may cover similar topics but lack the structural connections that build cumulative authority.

Spoke Pages vs. Hub Pages: Understanding the Difference

The relationship is symbiotic. Hub pages collect and distribute authority across the cluster, while spoke pages provide the depth signals that search engines and AI systems use to determine whether a site genuinely understands a topic. Neither works optimally without the other. As Google’s search quality evaluator guidelines emphasize, topical expertise is demonstrated through comprehensive, interconnected content—not through any single page in isolation.

Why Spoke Pages Matter for Law Firms

The case for spoke pages rests on two converging trends: search engines increasingly reward topical authority over individual page optimization, and AI platforms preferentially cite sources that demonstrate deep, interconnected expertise on a subject.

Topical Authority and Search Rankings

Google’s evolution from keyword-matching to semantic understanding means that a site covering personal injury law through 15 interlinked spoke pages—each addressing a specific injury type, legal process, or geographic consideration—will likely outrank a competitor with a single comprehensive page on the same broad topic. According to HubSpot research, websites implementing topic cluster architecture see an average 43% increase in organic traffic compared to sites relying on unstructured content. A separate Conductor case study documented a 328% increase in Page 1 keyword rankings after implementing a hub-and-spoke content structure.

This effect compounds over time. Each new spoke page you publish strengthens the entire cluster, not just the individual page. The AI-powered SEO strategies that drive the most sustainable results rely on this cumulative effect rather than on optimizing pages in isolation.

AI Citation Eligibility

The emergence of AI answer engines has made content architecture even more consequential. According to peer-reviewed research published in the Proceedings of the 30th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD ’24), Barcelona, Spain, August 25–29, 2024, optimized content receives up to 115% more visibility in AI-generated responses compared to traditional SEO-only approaches (Aggarwal et al., 2024, DOI: 10.1145/3637528.3671900).

Yext’s 2025 AI Citation Study, which analyzed 6.8 million AI citations, found that 86% of citations came from sites with five or more interconnected pages on the topic being cited. Bidirectional internal linking—the defining structural feature of spoke pages—increased citation probability by 2.7× compared to pages without cluster connections. This means the spoke page architecture is not merely an SEO convenience; it is a structural prerequisite for consistent AI visibility.

When a potential client asks ChatGPT, Google Gemini, or Perplexity “what should I do after a car accident in Los Angeles,” the AI system evaluates not just individual page quality but the breadth and depth of the source’s coverage. A law firm with a GEO-optimized content network—hub page, spoke pages on specific accident types, post-accident procedures, insurance negotiation, and statute of limitations—is significantly more likely to be cited than a firm with a single, well-written page on the same topic.

Anatomy of an Effective Spoke Page

Not all spoke pages are created equal. The difference between a spoke page that strengthens its cluster and one that sits inert often comes down to structural execution. Here are the elements that consistently distinguish high-performing spoke content.

Content Depth and Focus

Effective spoke pages answer one specific question or explore one specific subtopic with sufficient depth that the reader does not need to look elsewhere for a complete understanding. For law firms, this means going beyond surface-level explanations to include relevant statutes, procedural steps, jurisdiction-specific considerations, and practical guidance.

The ideal spoke page length is 800–2,000 words—long enough to demonstrate genuine expertise, short enough to maintain focus. Pages shorter than 800 words often lack the depth signals that search engines use to evaluate topical authority. Pages longer than 2,000 words may indicate the topic should be split into multiple spokes. HubSpot’s research suggests a recommended minimum of 6–10 subtopics per cluster, with 8–10 spoke pages being the most effective range for establishing authority.

Each spoke should target one primary long-tail keyword and 2–3 semantically related variations. For example, a spoke on “California car accident statute of limitations” might also target “time limit to file car accident lawsuit California” and “how long after a car accident can you sue in CA.” This keyword focus prevents cannibalization—where multiple pages on your own site compete against each other for the same search queries.

Internal Linking Architecture

The linking structure of spoke pages follows three mandatory patterns that make cluster architecture work:

1. Spoke → Hub (uplink). Every spoke page must link back to its parent hub page at least once, using descriptive anchor text that reflects the hub’s topic. This signals to search engines that the hub is the authoritative center of the cluster. Avoid generic anchors like “click here” or “learn more”—use contextual phrases like “our comprehensive guide to personal injury law” or “the complete website page types guide.”

2. Spoke → Spoke (cross-links). Each spoke should link to 1–2 adjacent spoke pages within the same cluster. These cross-links create a web of interconnection that reinforces topical relationships. A spoke on “comparative negligence in California” should naturally link to a spoke on “calculating personal injury damages” and possibly to one on “multi-vehicle accident liability.”

3. Hub → Spoke (downlinks). The hub page must link to every spoke in the cluster. When you publish a new spoke, update the hub to include a contextual link to the new content. This completes the bidirectional linking that the Yext citation study identified as a 2.7× amplifier for AI citation probability.

For optimal link density, target 5–8 internal links per 1,000 words, distributed naturally throughout the content rather than clustered in a single section. Our nine proven GEO tactics guide covers how to structure these links for maximum AI visibility.

Schema Markup for Spoke Pages

Proper structured data helps search engines and AI platforms understand the relationships between pages in your cluster. Every spoke page should include Article schema with keywords, image, and speakable properties; BreadcrumbList schema that reflects the cluster hierarchy (Home → Education → [Spoke Topic]); FAQPage schema if the page includes structured Q&A content; and proper isPartOf references linking the spoke’s schema to the hub page’s schema.

The InterCore Attorney Schema Generator can create compliant JSON-LD markup automatically, but strategic decisions about entity relationships and trust signal prioritization require professional implementation. Google’s Rich Results Test documentation provides the validation framework for ensuring your schema is machine-readable and error-free.

Building Spoke Pages for Law Firms: A Step-by-Step Process

Creating spoke pages that perform requires methodical planning before any writing begins. The following process reflects the approach that has generated measurable results across hundreds of law firm implementations.

Step 1: Map your clusters. Start by identifying 3–5 core topics that align with your firm’s primary practice areas and revenue goals. Each core topic becomes a hub. Then identify 8–12 specific subtopics per hub that your prospective clients actively search for. Use question-based keyword research—tools like Google’s “People Also Ask” data, Ahrefs question explorer, and AI platform query testing—to discover the actual questions your audience asks.

Step 2: Define unique search intent per spoke. Every spoke in a cluster must target a distinct search intent. If two planned spokes answer essentially the same question, they risk cannibalizing each other. Consolidate overlapping topics into a single, more comprehensive spoke. For law firms, differentiate spokes by injury type, geographic jurisdiction, legal process step, or audience segment (plaintiffs vs. defendants, individuals vs. businesses).

Step 3: Create your linking map before writing. Before drafting any content, create a visual or spreadsheet-based map showing how each spoke connects to the hub and to other spokes. This prevents orphan pages (spoke pages with no inbound links from other cluster content) and ensures every page in the cluster is reachable within two clicks of any other page.

Step 4: Write hub first, then spokes. Publish the hub page before or simultaneously with your first batch of spoke pages. The hub provides the structural anchor that gives each spoke context. As you publish spokes, update the hub to link to each new page. Simultaneous launch of hub plus initial spokes produces faster indexing and ranking signals than a staggered approach.

Step 5: Optimize each spoke for both SEO and GEO. Every spoke page should include a direct-answer lead paragraph (30–50 words answering the primary query), structured headings that mirror conversational search queries, at least one authoritative citation per 500 words, and FAQ content in an accordion or structured format. These elements serve double duty: they improve traditional search rankings and make the content extractable by AI platforms like ChatGPT and Perplexity. For detailed ChatGPT optimization tactics, see our dedicated guide.

Step 6: Launch, measure, and iterate. Publish spoke pages in batches of 3–5, measure performance after 30 and 90 days, and use data to prioritize which additional spokes to build. The compound effect of cluster architecture means each subsequent spoke you add strengthens the entire cluster—so early measurement informs better resource allocation for later content.

Spoke Pages and Generative Engine Optimization (GEO)

The rise of AI search platforms—where potential clients ask conversational questions and receive synthesized answers—has elevated spoke pages from an SEO best practice to a competitive necessity. Understanding how spoke pages function within Generative Engine Optimization frameworks helps explain why content architecture has become as important as content quality.

When an AI platform like ChatGPT processes a query about legal services, it synthesizes information from multiple sources. Sites with deep, interlinked content clusters provide richer source material than sites with isolated pages. Each spoke page in a cluster gives the AI system additional data points, supporting evidence, and contextual detail to draw from. This is why the Aggarwal et al. KDD ’24 research found that content optimized for generative engines—including structural optimization through topic clustering—received significantly higher visibility in AI-generated responses.

Different AI platforms weight content architecture signals differently. ChatGPT values comprehensive, educational content that provides complete answers. Google Gemini leverages Google’s existing index data, making traditional SEO signals like internal linking highly relevant. Perplexity AI prioritizes recent, authoritative sources with clear citations. Claude AI favors nuanced, well-reasoned analytical content. Microsoft Copilot integrates with Bing’s index, making structured data and business verification critical. In every case, a well-architected spoke page network provides the depth and interconnection that these platforms use as quality signals.

The practical implication for law firms: a cluster of 10 spoke pages covering specific aspects of personal injury law in your target market will outperform a single 5,000-word guide on the same broad topic—for AI citations, search rankings, and client acquisition. The comparison guide for GEO vs. SEO explains how these two optimization approaches work together rather than in opposition.

Measuring Spoke Page Performance

Effective measurement of spoke page performance requires tracking both individual page metrics and cluster-level performance. The following framework provides an operational approach to evaluating whether your content network is delivering results.

Example Measurement Framework

The most revealing metric is often cluster-level keyword coverage—the total number of unique keywords your cluster pages rank for. A healthy cluster should see this number increase steadily with each spoke addition, typically showing measurable improvement within 3–6 months of initial publication. The 200-Point SEO Audit Checklist includes specific internal linking and content architecture evaluation criteria you can apply to your own cluster performance.

Common Spoke Page Mistakes to Avoid

Understanding what not to do is as important as understanding best practices. The following mistakes consistently undermine spoke page effectiveness and should be avoided.

Keyword cannibalization. When multiple spoke pages target the same primary keyword, they compete against each other in search results, splitting ranking potential. Before publishing any spoke, verify that its target keyword is not already covered by an existing page. If overlap exists, consolidate the content into a single, stronger page or clearly differentiate the search intent each page addresses.

Orphan spokes. A spoke page that exists but has no internal links pointing to it from the hub or other spokes is functionally invisible to the cluster architecture. Search engines may still index it, but it will not benefit from—or contribute to—the cluster’s collective authority. Every spoke must have at least one inbound link from the hub page and ideally 1–2 from adjacent spokes.

Thin content. Spoke pages under 500 words rarely provide sufficient depth to demonstrate expertise. Google’s Helpful Content Update, refined in December 2025, specifically penalized thin content, with sites demonstrating clear topic authority through deep content clusters gaining an average 23% in organic visibility while sites with thin, unrelated content lost ground. If a subtopic does not warrant 800+ words of genuinely useful content, it may be better addressed as a section within a broader spoke rather than as a standalone page.

Missing hub updates. When you publish a new spoke page but forget to update the hub page to link to it, the cluster remains incomplete. Treat hub page maintenance as part of every spoke page launch—the hub should always reflect the current state of the cluster. A structured legal marketing strategy includes editorial workflows that prevent this common oversight.

Over-nesting. Three levels of depth (hub → spoke → sub-spoke) is typically the practical maximum for both user experience and crawl efficiency. Deeper nesting creates confusing navigation and dilutes link equity. If a spoke becomes complex enough to need its own sub-spokes, consider promoting it to hub status and creating a new sub-cluster.

Frequently Asked Questions

Build Your Content Network with InterCore Technologies

InterCore Technologies has built AI-powered content architectures for law firms since 2002. Our hub-and-spoke content strategies—refined through 23+ years of development experience and deployed across 35+ office locations nationwide—transform disconnected pages into interconnected visibility engines that rank in search and earn citations from AI platforms.

References

1. Aggarwal, P., Murahari, V., Rajpurohit, T., Kalyan, A., Narasimhan, K., & Deshpande, A. (2024). GEO: Generative Engine Optimization. In Proceedings of the 30th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD ’24), Barcelona, Spain, August 25–29, 2024, pp. 5–16. DOI: 10.1145/3637528.3671900
2. Sidoti, O. (2025). “34% of U.S. adults have used ChatGPT—about double the share in 2023.” Pew Research Center, published June 25, 2025. Survey of 5,123 U.S. adults, February 24–March 2, 2025. https://www.pewresearch.org/short-reads/2025/06/25/34-of-us-adults-have-used-chatgpt-about-double-the-share-in-2023/
3. HubSpot. (2024). “State of Marketing & Trends Report.” Survey of 1,400+ global B2B and B2C marketers. HubSpot Research. https://www.hubspot.com/state-of-marketing
4. Yext. (2025). “AI Citation Study: Analysis of 6.8 Million AI Citations.” Yext Research. Published 2025. Referenced via secondary analysis at https://whitehat-seo.co.uk/blog/understanding-topic-clusters
5. Google Search Central. (2024). “Introduction to structured data markup in Google Search.” Google Developers Documentation. https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data
6. Conductor. (2024). Case study: Hub-and-spoke implementation producing 328% increase in Page 1 keyword rankings. Referenced via https://www.arfadia.com/glossary/EN/hub-and-spoke-model
7. Clio. (2024). Legal Trends Report 2024. Clio. https://www.clio.com/resources/legal-trends/

Conclusion

Spoke pages are the operational backbone of content architecture that works. They turn a law firm’s website from a collection of unrelated pages into a strategically connected network that search engines reward with higher rankings and AI platforms reward with citations. The research is clear: clustered content outperforms isolated content on virtually every metric that matters—organic traffic, keyword coverage, AI visibility, and time-on-site engagement.

The path forward starts with understanding how spoke pages fit within the broader ecosystem of website page types for SEO, GEO, and AI visibility. From there, map your clusters, plan your linking architecture, and build systematically. Every spoke you publish makes the next one more effective. That compounding dynamic—not any individual page—is what creates durable competitive advantage in legal marketing.

For firms ready to build their content network, our AI content creation services provide the research, writing, optimization, and schema implementation that the A++ standard requires. Start with one cluster, measure the results, and expand from there.