optimize jekyll metadata for long term seo

Understanding Front Matter in Jekyll Front matter in Jekyll is a block of YAML metadata placed at the top of every Markdown or HTML file. It helps Jekyll determine how to render the file and allows you to attach structured data to your content. For SEO, this front matter becomes crucial, as it controls meta tags, structured data, canonical URLs, and indexing behavior. When used strategically, front matter can give search engines a clearer understanding of your content, improve how pages appear in search results, and ensure consistent behavior across hundreds of posts. It also empowers content creators to manage SEO without touching layout or theme files. Core Elements of Front Matter That Impact SEO Here’s a breakdown of the essential front matter fields you can use to enhance your blog’s search visibility: 1. title This appears in the browser title bar and as the clickable link in search results. Keep it concise, unique, and keyword-focused. Avoid duplicating it in the he...

building evergreen content hubs that earn links over time

Some pages earn a flood of backlinks within days and then fade. Others quietly gather links month after month, becoming the backbone of a site’s authority. The difference? Structure and timelessness. That’s where evergreen content hubs shine.

In this article, we’ll walk through how to design and build evergreen content hubs—central resources that earn backlinks passively over time while improving topical authority and internal SEO performance.

What Is a Content Hub?

A content hub is a strategically organized group of related content centered around one main “pillar” topic. It usually includes:

  • A comprehensive pillar page—the central, all-encompassing guide
  • Multiple supporting articles—focused on specific subtopics
  • Logical internal linking—connecting all related pieces

Example: A content hub about email marketing might include a pillar page titled “The Complete Guide to Email Marketing,” with child articles such as:

  • “How to Write High-Converting Email Subject Lines”
  • “Best Email Automation Tools in 2025”
  • “Email List Segmentation Strategies for B2B”

Why Content Hubs Attract Natural Backlinks

Content hubs earn links naturally because they offer:

  • Depth: Pillar content covers a topic comprehensively.
  • Organization: Readers and linkers can find what they need faster.
  • Reference value: Other writers can confidently cite your hub as a go-to resource.
  • Stability: Evergreen hubs stay relevant for years with minimal updates.

In short, hubs look and feel like trusted knowledge bases—which is exactly what content creators want to reference and link to.

How to Build an Evergreen Link-Worthy Content Hub

1. Identify a Broad, Linkable Topic

Pick a topic that:

  • Is evergreen (doesn’t rely on trends or events)
  • Has consistent search demand over time
  • Is deep enough to break into subtopics

Examples:

  • “Remote Work”
  • “SaaS Marketing”
  • “Customer Onboarding”

2. Map the Topic Cluster

Outline the full topic landscape using tools like:

  • Google's “People Also Ask”
  • Ahrefs or SEMrush keyword grouping
  • Mind-mapping tools like Whimsical or Miro

Your pillar should answer the big picture. Your cluster content should handle questions like:

  • “How does X work?”
  • “What are the benefits of X?”
  • “What tools or frameworks apply to X?”

3. Create the Pillar Page First

Your pillar page should be:

  • At least 2,000–3,000 words long
  • Clear, scannable, and non-fluffy
  • Full of internal links to support pages

Use HTML anchors, jump links, or a sticky table of contents to improve usability. Think of it like a mini Wikipedia for your niche topic.

4. Build Supporting Content Over Time

Don’t launch everything at once. You can build your hub gradually, publishing subtopics weekly or monthly. As you do:

  • Link back to the pillar in every supporting post
  • Use consistent URL structure (e.g., /email/subject-lines)
  • Update your pillar page to reflect new additions

5. Keep It Evergreen

Evergreen hubs require periodic updates:

  • Refresh stats and examples annually
  • Replace dead links
  • Add new resources as the topic evolves

Stability and freshness both matter. Your goal is to be seen as an up-to-date authority—forever.

Real-World Example: The “Beginner’s Guide to SEO” by Moz

This guide is one of the most linked SEO resources on the internet. Why?

  • It covers a broad, essential topic
  • It’s updated regularly
  • Each chapter is internally linked and optimized
  • It serves as a reference point in hundreds of articles

You don’t need to be Moz to replicate the strategy—you just need to own a niche and commit to building a knowledge hub around it.

Simple Tactics to Increase Linkability

  • Embed custom graphics: Visual frameworks or maps get cited and shared more
  • Include expert quotes: Boosts perceived credibility and encourages links
  • Create a downloadable version: PDFs get linked in university or .edu domains

SEO Benefits Beyond Backlinks

Content hubs don’t just earn links—they improve on-site engagement, internal link flow, and crawlability. Google understands your authority in that topic area better, which boosts rankings across the board.

It’s a compound strategy: each link improves rankings, and higher rankings attract more organic linkers. The flywheel starts to spin.

Evergreen content hubs are one of the most reliable, scalable ways to earn backlinks without outreach. When done right, they act as permanent link magnets—trusted resources that others can’t help but reference.

Build once. Update occasionally. Benefit for years.

In the next article, we’ll explore how interactive tools and calculators can become irresistible backlink assets in competitive industries.


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