How to Create an SEO Content Brief

Creating a thorough content brief before writing is essential if you want your content to rank on Google. 

A well-crafted brief ensures your content aligns with user intent, meets search engine expectations, and outshines competitors. Let’s dive into what an SEO content brief is, how to create one, and why it matters.

👋 Hi, I’m Alyssa Corso. I have 6+ years of healthcare SEO experience working with brands like K Health, Nourish, and Joon. I help companies build lean, effective, SEO strategies from the ground up. Want to chat? Book a call. 

What Is an SEO Content Brief?

An SEO content brief is a detailed document outlining how content should be written. It is commonly used for blog posts, landing pages, and other long- or short-form content.

Content briefs help bring your SEO strategy to life by providing writers with the guidance needed to create optimized, goal-oriented content. They translate your keyword research and strategy into actionable steps, ensuring the content:

• Matches search intent.
• Incorporates the right keywords.
• Aligns with ranking goals (e.g., higher SERP placement, improved conversions).

Elements of an SEO Content Brief

Here’s what to include in a high-quality SEO content brief:

Keywords

Include your primary keyword and any secondary keywords. This ensures the writer integrates them naturally throughout the content.

Title (H1)

Provide a working title that incorporates the primary keyword. The title is a critical element, as it tells both readers and search engines what to expect. If you prefer, leave this open for the writer or editor to finalize.

💡 Tip: Write a concise, actionable title that includes your primary keyword and entices clicks.

Word Count

Specify an expected word count based on competitor analysis. Aim for a length slightly greater than top-ranking articles to provide more comprehensive value. Tools like Ahrefs or WordCounter Plus can help you determine competitor word counts.

Competitors

Include links to the top 3–5 articles currently ranking for your target keyword. This gives the writer a benchmark for quality, intent, and structure.

SERP Features

Identify special search result features like featured snippets, image packs, or "People Also Ask" boxes. This will help guide content optimization for those opportunities.

Content Outline

Provide an outline with H2s and H3s, informed by competitor analysis and enhanced to offer additional value.

Internal & External Links

List relevant internal pages to link to, and high-authority external sources for credibility.

Call-to-Action (CTA)

Specify the desired action for readers (e.g., download a guide, or book a consultation).

How to Create an SEO Content Brief

Follow these steps to craft a content brief that sets up your article for success:

1. Search Your Target Keyword

Start by researching your target keyword. Analyze the search results to identify:

• Search Intent: Are the top results blog posts, product pages, or videos? Understanding intent is crucial for content alignment.
• SERP Features: Note features like featured snippets, AI overviews, or local packs to inform your strategy.
   

2. Analyze Competitors

Examine the top-ranking articles for your keyword. Pay attention to:

• Word count.
• Headers (H2s, H3s).
• Content style and depth.
• Gaps in the information provided.
  💡 Pro Tip: Use tools like the Ahrefs Chrome extension or similar tools to analyze competitor structures.

3. Outline the Content

Create a clear outline based on competitor headers, but aim to improve upon them. Address gaps, provide unique insights, or offer more comprehensive coverage.

4. Optimize for SERP Features

If a featured snippet appears for your keyword, include concise, direct answers in your content. For “People Also Ask” (PAA) boxes, add an FAQ section using common PAA questions.

5. Specify a Word Count Range

Determine the average word count of competing articles and provide a range that balances thoroughness with reader engagement.

6. Craft a Title Tag

Write an attention-grabbing, keyword-rich title tag that encourages clicks. Compare your title against competitor tags for uniqueness and appeal.

7. Provide Additional Guidance

Include suggestions for internal linking, tone, style, and CTAs to ensure consistency with your brand voice and goals.

Alyssa’s Advice

Creating a strong system for developing SEO content briefs is essential—whether you’re writing content yourself or working with a team. A detailed brief saves time, reduces revisions, and increases the likelihood of ranking success.

To streamline your workflow, consider using a Google Sheets template to manage content production and track performance.

Need help kickstarting your SEO efforts or creating effective content briefs? Reach out—I’d be happy to guide you!