SEO Content Brief

Proven Strategies to Master SEO Content Brief Creation

By: Frank DePino | February 28, 2024

Do you send your writers an SEO content brief? This can help them keep on track, completing their blog with the right keywords and formatting.

If you are not using SEO content briefs, your content may be missing the mark. The brief gives your writers guidance on which keywords to incorporate into the article to help ensure it ranks at the top of search engine results. It also informs the writers on the article’s intent and which topics to cover in the post. However, not all SEO content briefs are the same, so how do you create a template that fits your needs?

Keep reading to learn how to create an effective content brief template that is easy for your writers to follow.

What is an SEO content brief?

The goal of any marketing campaign is to boost the organization’s online presence by increasing organic traffic to the website. Even skilled writers will struggle to produce results without some guidance on what to include in the blog post. It’s why a content brief should be part of the instructions provided to your in-house or freelance writers.

A content brief contains instructions on how to create an article, landing page, social media post, etc. When your writers know what is expected in their content, you will spend less time and money asking for revisions. Not only is this frustrating for you, but it can also annoy the content creator.

Most briefs are created by an individual in the marketing or SEO field. These individuals typically know what to include in the brief to increase your chances of ranking higher in search engine results. Another idea is to use a local SEO service.

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Why is it important to prepare an SEO content brief?

It may seem easier to simply send writers a primary keyword and let them create the content without further guidance. You can even include a list of secondary keywords to help keep the blog post on track. Even though it is a good start, you may still not receive content that brings your organization to the top of a search query.

An SEO content brief will make it easier for writers to understand what you are looking for to boost your business by providing the following.

Introduces SEO and Content Marketing

Not all writers are familiar with SEO practices or content marketing. When writers have a content brief, they have the tools and guidelines necessary to create a blog post that can elevate your search visibility.

They have the keywords necessary to drive organic traffic and have a basic understanding of what you expect in the article.

The SEO specialist introduces SEO and content marketing to the company.

Clarifies the goals and objectives of the content

Even when the keywords are supplied, writers can still go off track. With a content brief SEO, writers have a better understanding of what you want to achieve with the blog post.

Helps identify the target audience

A target audience refers to consumers who are more likely to purchase your goods or services. The tone and wording used in the content often determine if the blog post catches their attention or is something they scroll past. A content brief can help writers understand who your organization is trying to reach and craft the article accordingly.

Guides the content creator in aligning with SEO strategy

A writer may be familiar with SEO but it doesn’t mean they understand your marketing strategy. The brief clarifies your goals, preventing any misunderstandings in the type of content you want to publish.

SEO specialists are validating keywords for their website

Outlines relevant keywords and topics for SEO optimization

Certain topics rank higher than others in search engine results. It also applies to keywords. A brief gives writers the topics and keywords with high search engine rankings, making it easier for you to get the right content without multiple revisions.

Provides a structure for the content

Top-ranking blog posts are structured for easy readability. They include headings and subheadings that allow the article to flow without awkward jumps from topic to topic. Providing a structure helps ensure the content you receive follows your intended structure.

Want to learn more about the importance of SEO content briefs? Contact Mediaboom for more information.

Report showing how SEO can help boosting your Organic Traffic

How to create an SEO content brief in 10 steps

Content brief creation is best done in steps. It helps ensure your writer understands what you expect from the blog post. It is especially important for SEO-focused content. Content writers need to know how the client wants the article structured, the word count, and which keywords to include in the text.

1. Use a text editor

A text editor helps catch any grammatical, spelling, and punctuation errors. You encourage your writers to edit their text before sending the article in. It’s also a good idea for you to do the same in an SEO content brief.

Misspelling a keyword can lead to revisions, especially when the writer doesn’t reach out for clarification. Your text editor can be as simple as using Google Docs. The software catches most spelling errors.

2. Decide on the main keyword of the content

The purpose of SEO-focused content is to drive organic traffic to your website. You always want to include the primary keyword in any SEO content brief. The keyword helps search engines know where to place your page, and it also affects your chances of ranking higher in SERP results.

Finding the right target keyword can be challenging. However, you can take advantage of a keyword research tool. There are several to choose from and some may even be free, but your results may also be limited. For example, you may only have access to the first ten keywords or so, instead of the entire list.

3. Include secondary or semantically related keywords

To avoid a practice known as keyword stuffing which can lower your site’s chance of ranking higher, include secondary or semantically related terms in your content briefs for SEO.

Keyword stuffing occurs when the primary keyword is used continuously throughout the article. To avoid this mistake, give your content writers a list of secondary or semantically related terms.

Secondary or semantically related keywords are related to the main keyword and can also include long-tail versions. You can use a keyword research tool to find a list of secondary keywords.

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4. Learn more about the topics of the keyword in the subtitles

Subtitles serve as a guide throughout an article. They help break up the content into easily readable paragraphs. Subtitles also affect SERP rankings. It’s something search engine algorithms look for in online content.

Adding keywords in the subtitles improve your chances of ranking higher. They can also serve as a stopping point for readers searching for a specific answer to their online query.

Including the subtitles, with relevant keywords, in your SEO content brief is an effective way of ensuring your blog post helps drive traffic to your website. 

5. Specify where to insert images/links/resources

It’s easy to insert images/links/resources anywhere in the blog post. However, this practice will do little to increase your search engine rankings.

Links and images should be placed in areas where it makes sense in the text. Letting writers know where to place images and links is an easy way to save time, money, and frustration.

Resources are typically cited at the end of a blog post. It allows the text to flow smoothly while still backing up your facts/statements.

Here’s an example of a travel website with images properly placed.

A content writer creating a SEO content brief for their content marketing campaigns.

6. Specifies the length of the content

An effective SEO content brief species the length of the content. When writers do not have a word count, you can end up with an article that is too short or long.

It makes a difference in search engine results. The algorithms used to determine page rankings use word count as one of the parameters.

The word count should also fit the topic and type of article. For example, you do not want a 1,000-word introduction on a 1500 word article.

7. Make sure you’ve targeted your audience correctly

Part of content brief creation includes knowing your target audience. It can affect the topic, writing tone, and writing style.

Finding your target audience isn’t difficult. However, it does require a little research.

Auditing your social media following will give you an idea of your followers’ demographics. You can also survey existing customers, and don’t forget to take a look at your competition.

If your products and/or services are similar, chances are, so is your target audience.

Google shows the results that in the SERP respond to the search intent for the word "seo"

8. Always check the SERP to find out the search intent

Search Engine Results Page (SERP) is the page a search engine displays in response to an online search.

Checking the SERP gives you a better idea of what consumers are searching for based on inputted keywords. You can get a competitive analysis of how keywords are performing. The goal is to include high-ranking keywords in the content.

Remember, search intents can change daily so it’s a good idea to stay current. Each SEO content brief you deliver to writers should include new keywords, even if you are using multiple articles to cover the same topic.

9. Define a tone and writing style

The SEO content brief should define the writing tone and style. It should fit the topic and target audience, along with the mood you want the writer to convey.

Examples include conversational, authoritative, or informative, to name a few.

10. Make sure your understanding of the template is clear

If you are having trouble understanding your SEO content briefs, your writers will also be confused. The goal is to promote your brand’s reputation and business.

Keep the brief to the point and ensure your message is clearly stated.

It’s also a good idea to always include a message indicating the writer should contact you with any questions.

Have questions about your content brief? Contact Mediaboom and let us help you boost your business.

SEO content brief template examples

Sometimes it helps to review SEO content brief examples. It can help you focus on what to include in the brief and the information you may want to leave out. Here are three examples to help you get started and ensure the brief is easy for both you and your writers to understand and follow.

  1.  SemRush
  2.  Ahrefs
  3.  Moz

The best tools to create an SEO content brief

Along with providing examples of content brief templates, the same three websites also have helpful tools. Using these tools will help you find relevant, high-ranking primary and secondary keywords and audit the SERPs so you stay current with the latest search intents.

Here’s a brief description of the services and benefits offered by SEO experts to make it easier for you to select one that’s the best fit for your marketing strategy.

Example of results Marketing keywords on Semrush.

SemRush

You can automatically create content briefs for your marketing campaign with this online tool. It will provide you with a list of primary and semantically relevant keywords. The keywords are organized by their optimal readability scores. You will also receive suggestions on titles, headings, and meta descriptions. SemRush will even identify your top 10 competitors.

Ahrefs

You get all of your SEO tools in one convenient place with Ahrefs. Along with providing lists of ranking keywords, you can also track your competitors. The online tool makes it easy to audit and optimize your website. It will even provide you with content topics and link opportunities. Since the tool runs its own search engine, it is able to provide accurate metrics and data in real-time.

Moz

Along with the website’s whiteboard Fridays that provide helpful SEO tips, you can download several types of SEO content brief templates. From keyword listing and reporting to link and competitive reports, Moz covers every aspect of SEO.

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Schedule Your Free Consultation

Looking to take your business to the next level? Mediaboom is here to help. Sign up for a free consultation with one of our digital experts.

Hire now a web agency to boost your SEO

Even with a template, content brief creation is time-consuming. Let Mediaboom take care of your SEO content briefs, and show you why it’s a must. Contact us today and learn how we can boost your SEO.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.

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