SEO
How to write SEO content briefs that actually rank
A good brief answers intent before a writer types a word. Here is the structure we use for every article.
Rankings are won in the brief, not in the editing pass.
Start with intent
Search the keyword and read the top five results. Are they guides, comparisons or product pages? Your format must match what searchers expect.
The brief template
- Primary keyword and 3–5 secondary keywords
- Search intent in one sentence
- Title and meta description options
- Outline with H2/H3 headings
- Questions to answer — pulled from "People also ask"
- Internal links to and from existing pages
- Target length based on competing pages, not a round number
Use your data
Pair the brief with your own keyword list: volume, difficulty and current position. Prioritize terms where you rank 8–20 — they move fastest.
Close the loop
After publishing, track the position weekly and refresh the article after 90 days with new examples and better internal links.