Turning a portfolio into an SEO hub
Why shwrk.com links inward to landing pages instead of straight out, and how a small studio of sites can lift each other in search.
Most personal sites are a list of links that fire visitors off to other domains as fast as possible. That feels efficient, but for an indie hacker running several small products it leaves value on the table. Every outbound click is a chance to say something first, and every page you own is a chance to rank.
So shwrk.com is built as a hub, not a launchpad.
The hub-and-spoke shape
The idea is simple. The homepage is the hub. Each product gets a real landing page on this domain, written in my own words, and those pages are the spokes. The cards on the homepage link inward to the spokes. The spokes carry the prominent outbound link to the live app.
That does two useful things:
- Crawlers find structure. Internal links tell search engines how the pages relate, and a tight internal graph helps every page in it.
- The hub keeps its authority. Instead of bleeding all of it straight to other domains, the on-site landing pages accumulate relevance first, then pass it along.
Original copy, never the product’s own
The fastest way to waste a landing page is to paste the product site’s marketing copy onto it. That creates duplicate content, and duplicate content competes with itself. Every landing page here is written fresh: what the thing does, who it is for, and an FAQ that answers the questions people actually search.
Dofollow on purpose
These are all my own properties, so the outbound links are normal dofollow anchors. There is no reason to add nofollow between sites you own. You want authority to flow across them.
What is next
The honest truth about SEO is that structure only gets you so far. The real lever is content, which is part of why these notes exist. The plan is to write about what I am building as I build it, and let the useful posts pull in readers who then find the products.
If you are doing the same thing, building small and shipping in public, I would love to compare notes.
More on what I am building over on the hub.