A slide deck I presented at Melbourne SEO Meetup (2nd Oct 17) on how to plan and implement content to help with SEO. Breaking down the difference between hygiene, hub and hero content.

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The Role of Content in SEO
Melbourne SEO Meetup

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About Me
Jason Mun
Co-founder & Head of Search of Bespoke
Specialise in eCommerce SEO
www.jasonmun.com
@jasonmun
facebook.com/jasonmunseo/

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IS CONTENT KING?

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Search Engines Need Content
Text content specifically
To understand web pages
Determine relevancy
To rank websites

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Content Depth & Length Matters
Source: Backlinko

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The Different Types of Content

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Hero
Hub
Hygiene
ProductionFrequency
Low
High
Regular blog posts, how to’s,
product descriptions, recipes,
reviews, etc
A series of content
specifically aimed at a specific
topic
Content that attracts huge visitors that
you invest alot of $$$ and time.
Viral and evergreen

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Hero
Hub
Hygiene
Implementation
Difficulty
High
Low
Tackle the Quick Wins First

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How to Get Started

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Typical Ecommerce Website
Homepage
Category Category
Sub-categorySub-categorySub-category
ProductProductProductProduct Product
Category Blog
Blog Posts

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Hero
Hub
Hygiene
Implementation
Difficulty
High
Low

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Start with Keyword Research

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Pick Your Choice of Tools

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Don’t Forget the Long Tail

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Shortlist & Group Keywords into Topics
jeans
Skinny jeans
Straight
jeans
Boot cut
jeans
Boyfriend
jeans
Black jeans
Ripped
jeans
How to wear boyfriend
jeans
How to wash jeans
hats
caps beanies
Snapback
caps Fedora
hats
Bucket
hatssocks
Mens
socks Half ankle
socks
Low cut
socks

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Keyword Mapping
Page Keyword Map Title Tag Meta Description Word Count
/jeans jeans (9,900) 150 - 200 Words
/jeans/skinny Skinny jeans (1,600) 150 - 200 Words
/jeans/bootcut Bootcut jeans (1,300) 150 - 200 Words
/jeans/coloured Coloured jeans (210) 150 - 200 Words
/jeans/ripped-distressed Ripped jeans (6,600)
Distressed jeans (1,000)
150 - 200 Words
/hats Hats (14,800) 150 - 200 Words
/hats/beanies Beanies (9,900) 150 - 200 Words
/hats/fedoras Fedoras (12,100) 150 - 200 Words
/hats/snapback Snapback hats (1,300) 150 - 200 Words
SEO101
SEO101

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Determining Word Count
Conduct competitor analysis
See who is ranking well
Get average content length

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Hygiene Content is Non-negotiable
1. Basics required to rank!
2. Without text content, search engines will not have the
necessary signals to determine relevancy
3. If your competitors have and you don’t, you will be losing out
4. Your opportunity to “elevator pitch” products and services
5. Convince users why they should buy from you
6. Every page’s content should be unique

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Adding More “Useful” Content

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Moving Up, Adding Depth
Hero
Hub
Hygiene
Implementation
Difficulty
High
Low

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Typical Sales Funnel

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Remember the Mid & Long-tail Keywords?
jeans
Skinny jeans
Straight
jeans
Boot cut
jeans
Boyfriend
jeans
Black jeans
Ripped
jeans
How to wear boyfriend
jeans
How to wash jeans

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Generate More Content Ideas
Content ideas should be relevant
Convince & helps users decide
Inspire users to “want”
Has to be USEFUL
Answerthepublic.com

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Start Compiling a List of Content Ideas
Content Ideas Target Keywords Brief / Outline Length
How to wear boyfriend jeans boyfriend jeans - Explain boyfriend jeans
- Give advice on choosing the right color
- Give advice on what to wear with these
jeans to complete look
- Include supporting images
1500
words
Next content idea…. keyword 1, keyword 2
Next content idea…. keyword 1, keyword 2
Next content idea…. keyword 1, keyword 2
Next content idea…. keyword 1, keyword 2
Next content idea…. keyword 1, keyword 2
Next content idea…. keyword 1, keyword 2
Next content idea…. keyword 1, keyword 2
Repeat the same process for
other categories & topics

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Stack ‘em Up
Jeans
Skinny Jeans vs Straight Jeans
How to Wear Boyfriend Jeans
How to Wear Ripped Jeans Like a
Celebrity
How to Wash Your Jeans
Awareness
Interest
Interest
Desire
Loyalty
Before you know it, you have a content stack for
every category & topic

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What it Looks Like to Search Engines
Links
Links
● A larger, more in-depth SILO about a specific “topic”
● Created linkable assets
● Ability to flow link juice, both ways!

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Example of Content Stack

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How Does it Perform?

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Good Content = Rankings = Traffic

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Ecommerce Hygiene Content

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Ecommerce Content Hub

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Evergreen, Useful & Authoritative

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Hero & Long Form Content

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Content Hub

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THANK YOU
Jason Mun
www.jasonmun.com
@jasonmun
facebook.com/jasonmunseo/