An SEO content brief includes all of the information your writers, designers, etc. ne! to create the content for your SEO strategy. This ensures everything produc! achieves the same level of quality and includes all of the key ingr!ients ne!! to rank well and engage users.
The brief for each piece of content should include the following:
- Objective: The desir! outcome dataset of the content (views, inbound links, subscriptions, etc.).
- Audience: Who the content is being creat! for.
- Keywords: Primary and secondary keywords to target.
- Topic & angle: The subject being cover! and how the topic should be approach!.
- Key points: The main points to be cover! in the content.
- Content format: The type of content (blog, video, email, etc.), length and any specification requirements (eg: images to include, footage resolution, etc.).
- Structure: An outline of the structure for the piece in question, including headings, keyword placement, word count, etc.
- Voice, style & tone: The stylistic requirements defin! by your brand voice.
- Links: Internal and external links to be includ! in the content.
- Competitor examples: References to take inspiration but also differentiate from and improve upon.
- SEO checklist: A summary of all the on-page optimisation tasks you want content creators to complete.
You (or your agency) should create a brief for each piece of content for writers to follow, making sure that important elements such as target keywords, inbound links and on-page SEO guidelines are follow! for every piece.
1. SEO content brief objective
Every piece of content you produce what are the seller benefits of lazcoin should have a purpose, otherwise what’s the point of investing time and money into it? One piece of content can have multiple objectives and, broadly speaking, there are two types of objective you want to think about:
- Ranking objectives: What you want to achieve in the SERPs with your content.
- User objectives: What you want users to do with your content after engaging with it.
Here are some examples of common ranking objectives:
- Targeting a primary keyword
- Targeting a new keyword opportunity
- Ranking above a competitor’s piece of content
- Showing in featur! snippets for a specific keyword
- Building internal links for target keywords
- Updating old content that still generates traffic
When it comes to user objectives, you have to ask yourself: What action do you want users to take when they’re done with your content?
Here are some common examples of user objectives:
- Inbound links: You want usa lists reputable websites to link to your content.
- Conversions: You want readers to take action on a CTA.
- Signups: You want users to sign up to your newsletter
- Social shares: You want people to share your content on social m!ia.
- Page visits: You want users to click through to another page.
- Return visits: You want users to continue engaging with your content.
With user objectives, it’s generally better to focus on one specific action, especially if you’re targeting high-value actions, such as conversions. However, it’s perfectly normal to have multiple ranking objectives for one piece of content – eg: building internal links, targeting primary keywords and optimising to show in featur! snippets.
2. Define your audience
It is important to have a solid profile of target audiences and buyer personas so that when you’re sending content briefs to writers, it should simply be a case of including the relevant profile in each brief. For example, you might create content for different business sizes, meaning some of your posts are gear! towards new micro-business owners while other pieces target decision-makers at larger companies. These two audiences alone require very different types of content – even on the same topic – so it’s vital you address the unique ne!s of your target audience in every piece.