SEO content brief template

Fill this before drafting. Align intent, entities, outline, internal links, and information gain so writers ship pages that rank and stay useful.

1. Brief metadata

  • Working title (can change after draft) Write the draft title here when you print or copy this brief.
  • Owner / writer / reviewer named
  • Target URL or slug decided (and checked for cannibalization)
  • Hub / cluster placement decided (which cornerstone this speaks to)
  • Due date and publish window set

2. Query, intent & audience

  • Primary query / keyword written exactly as searched
  • Secondary / supporting queries listed (3–8 max)
  • Search intent labeled (know / do / buy / local) with a one-line proof from the SERP SERP = search engine results page. Note what format wins: guide, list, product, local pack.
  • Primary reader persona and job-to-be-done stated
  • Funnel stage noted (problem-aware → solution-aware → vendor-ready)

3. Angle & information gain

  • One-sentence reader promise (what they can do after reading)
  • What only we can add listed (data, screenshots, process, failures, local proof) If this list is empty, do not publish yet.
  • 2–3 competitor URLs reviewed; gaps and weak spots noted
  • What we will not rehash (generic definitions already everywhere)

4. Outline & answers

  • H2 outline drafted (answer-shaped headings, not keyword stuffing)
  • 3–6 FAQ candidates that match real objections / People Also Ask
  • Examples, tables, or diagrams called out where they belong
  • Target depth set (for example 12–18 min) based on intent, not word-count vanity

5. Entities, links & on-page SEO

  • Key entities listed (brand, products, places, people, tools) for consistent naming
  • Internal links TO this URL planned (from hub / related spokes)
  • Internal links FROM this URL planned (cornerstone, next guide, soft service pages)
  • Draft title tag + meta description (benefit-led, within sensible length)
  • Slug is short, readable, and matches the primary topic

6. Proof, CTA & ship checklist

  • Required assets listed (cover idea, screenshots, diagram needs)
  • Soft next step defined (/websites, /contact, related guide) without hard pitch mid-article
  • Abbreviations to expand on first use noted (GBP, LCP, GEO, etc.)
  • Expert review pass scheduled before publish
  • Success signal defined (impressions, CTR, assisted leads) to check in 30–60 days CTR = click-through rate.

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