1. jasonmun.com | @jasonmun
The Role of Content in SEO
Melbourne SEO Meetup

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. jasonmun.com | @jasonmun
IS CONTENT KING?

4. jasonmun.com | @jasonmun
Search Engines Need Content
Text content specifically
To understand web pages
Determine relevancy
To rank websites

5. jasonmun.com | @jasonmun
Content Depth & Length Matters
Source: Backlinko

6. jasonmun.com | @jasonmun
The Different Types of Content

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. jasonmun.com | @jasonmun
Hero
Hub
Hygiene
Implementation
Difficulty
High
Low
Tackle the Quick Wins First

9. jasonmun.com | @jasonmun
How to Get Started

10. jasonmun.com | @jasonmun
Typical Ecommerce Website
Homepage
Category Category
Sub-categorySub-categorySub-category
ProductProductProductProduct Product
Category Blog
Blog Posts

11. jasonmun.com | @jasonmun
Hero
Hub
Hygiene
Implementation
Difficulty
High
Low

12. jasonmun.com | @jasonmun
Start with Keyword Research

13. jasonmun.com | @jasonmun
Pick Your Choice of Tools

14. jasonmun.com | @jasonmun
Don’t Forget the Long Tail

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. 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. jasonmun.com | @jasonmun
Determining Word Count
Conduct competitor analysis
See who is ranking well
Get average content length

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. jasonmun.com | @jasonmun
Adding More “Useful” Content

20. jasonmun.com | @jasonmun
Moving Up, Adding Depth
Hero
Hub
Hygiene
Implementation
Difficulty
High
Low

21. jasonmun.com | @jasonmun
Typical Sales Funnel

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. 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. 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. 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. 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. jasonmun.com | @jasonmun
Example of Content Stack

28. jasonmun.com | @jasonmun
How Does it Perform?

29. jasonmun.com | @jasonmun
Good Content = Rankings = Traffic

30. jasonmun.com | @jasonmun
Ecommerce Hygiene Content

31. jasonmun.com | @jasonmun
Ecommerce Content Hub

32. jasonmun.com | @jasonmun
Evergreen, Useful & Authoritative

33. jasonmun.com | @jasonmun
Hero & Long Form Content

34. jasonmun.com | @jasonmun
Content Hub

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