SEO Content Briefs: What to Include Before You Write

A good brief produces good content. A vague brief produces vague content. Here’s what to include.

Keyword and Intent

• Primary keyword — The term the page targets.
• Secondary keywords — Supporting terms. Natural inclusion.
• Intent — Informational, commercial, transactional. Match the content.

Structure

• Headings — H2/H3 outline. What sections, in what order.
• Word count — Target range. Not a hard rule, but a guide.
• Format — List, comparison, FAQ. Match the query type.

Internal Links

• Link to — Which pages should this link to? Pillar, commercial, related.
• Anchor text — Suggested anchors. Keyword-rich, natural.
• Link from — Which existing pages should link here? Pass authority.

Sources and References

• Data — Where to find stats. Original research or cited sources.
• Competitors — What’s ranking? What’s missing? Brief should address gaps.

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