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The Role of Content in SEO

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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

  1. 1. jasonmun.com | @jasonmun The Role of Content in SEO Melbourne SEO Meetup
  2. 2. jasonmun.com | @jasonmun About Me Jason Mun Co-founder & Head of Search of Bespoke Specialise in eCommerce SEO www.jasonmun.com @jasonmun facebook.com/jasonmunseo/
  3. 3. jasonmun.com | @jasonmun IS CONTENT KING?
  4. 4. jasonmun.com | @jasonmun Search Engines Need Content Text content specifically To understand web pages Determine relevancy To rank websites
  5. 5. jasonmun.com | @jasonmun Content Depth & Length Matters Source: Backlinko
  6. 6. jasonmun.com | @jasonmun The Different Types of Content
  7. 7. jasonmun.com | @jasonmun 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
  8. 8. jasonmun.com | @jasonmun Hero Hub Hygiene Implementation Difficulty High Low Tackle the Quick Wins First
  9. 9. jasonmun.com | @jasonmun How to Get Started
  10. 10. jasonmun.com | @jasonmun Typical Ecommerce Website Homepage Category Category Sub-categorySub-categorySub-category ProductProductProductProduct Product Category Blog Blog Posts
  11. 11. jasonmun.com | @jasonmun Hero Hub Hygiene Implementation Difficulty High Low
  12. 12. jasonmun.com | @jasonmun Start with Keyword Research
  13. 13. jasonmun.com | @jasonmun Pick Your Choice of Tools
  14. 14. jasonmun.com | @jasonmun Don’t Forget the Long Tail
  15. 15. jasonmun.com | @jasonmun 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
  16. 16. jasonmun.com | @jasonmun 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
  17. 17. jasonmun.com | @jasonmun Determining Word Count Conduct competitor analysis See who is ranking well Get average content length
  18. 18. jasonmun.com | @jasonmun 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
  19. 19. jasonmun.com | @jasonmun Adding More “Useful” Content
  20. 20. jasonmun.com | @jasonmun Moving Up, Adding Depth Hero Hub Hygiene Implementation Difficulty High Low
  21. 21. jasonmun.com | @jasonmun Typical Sales Funnel
  22. 22. jasonmun.com | @jasonmun 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
  23. 23. jasonmun.com | @jasonmun Generate More Content Ideas Content ideas should be relevant Convince & helps users decide Inspire users to “want” Has to be USEFUL Answerthepublic.com
  24. 24. jasonmun.com | @jasonmun 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
  25. 25. jasonmun.com | @jasonmun 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
  26. 26. jasonmun.com | @jasonmun 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!
  27. 27. jasonmun.com | @jasonmun Example of Content Stack
  28. 28. jasonmun.com | @jasonmun How Does it Perform?
  29. 29. jasonmun.com | @jasonmun Good Content = Rankings = Traffic
  30. 30. jasonmun.com | @jasonmun Ecommerce Hygiene Content
  31. 31. jasonmun.com | @jasonmun Ecommerce Content Hub
  32. 32. jasonmun.com | @jasonmun Evergreen, Useful & Authoritative
  33. 33. jasonmun.com | @jasonmun Hero & Long Form Content
  34. 34. jasonmun.com | @jasonmun Content Hub
  35. 35. jasonmun.com | @jasonmun THANK YOU Jason Mun www.jasonmun.com @jasonmun facebook.com/jasonmunseo/

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