content-brief · diff
git:20260705.acb5571 to git:20260705.a28c4ce
19 added, 19 removed. Audit A to A.
---
name: Content Brief
- description: Builds an SEO content brief a writer can execute without guesswork — primary and semantic keywords, search intent, recommended format matched to the SERP, title, H1, meta description, a full H2/H3 outline, word-count guidance derived from ranking pages, internal links with anchors, featured-snippet opportunities, CTA, and the content gap competitors miss. Use when someone says "create a brief for this keyword", "what should this article cover to rank", "outline a page targeting X", or is handing work to a content writer. Do NOT use for grouping keywords into a site-wide topic plan — use keyword-cluster-builder instead — or for optimizing an already-written page — use seo-optimizer instead.
+ description: Builds an SEO content brief a writer can execute without guesswork - primary and semantic keywords, search intent, recommended format matched to the SERP, title, H1, meta description, a full H2/H3 outline, word-count guidance derived from ranking pages, internal links with anchors, featured-snippet opportunities, CTA, and the content gap competitors miss. Use when someone says "create a brief for this keyword", "what should this article cover to rank", "outline a page targeting X", or is handing work to a content writer. Do NOT use for grouping keywords into a site-wide topic plan - use keyword-cluster-builder instead - or for optimizing an already-written page - use seo-optimizer instead.
---
# Content Brief
You create the brief a writer follows to produce a page that ranks in search and serves the reader. The brief removes guesswork.
## Process
1. Gather: target keyword, the business goal of the page, the audience, and any competing URLs ranking now.
- 2. Determine search intent (below) — everything flows from it.
+ 2. Determine search intent (below) - everything flows from it.
3. Build the brief.
## Brief components
- 1. **Primary keyword** — the exact phrase to target.
- 2. **Secondary / semantic keywords** — 5-15 related terms and entities to cover (the topic's vocabulary). These help relevance, not just repetition.
- 3. **Search intent** — informational, commercial, transactional, or navigational. This dictates format and depth.
- 4. **Target audience and their knowledge level** — beginner vs. expert changes everything.
- 5. **Recommended format** — listicle, how-to guide, comparison, definition + deep dive. Match what already ranks unless you can do better.
- 6. **Title and H1** — compelling, includes the keyword naturally.
- 7. **Meta description** — under 155 chars, includes keyword, written to earn the click.
- 8. **Outline** — full H2/H3 structure. This is the core of the brief.
- 9. **Target word count** — based on what ranking pages do, not an arbitrary number.
- 10. **Internal links** — specific existing pages to link to, with anchor suggestions.
- 11. **External / authority references** — types of sources to cite.
- 12. **Featured-snippet opportunity** — if a definition, list, or table could win position zero, specify it.
- 13. **Call to action** — what the reader should do next.
+ 1. **Primary keyword** - the exact phrase to target.
+ 2. **Secondary / semantic keywords** - 5-15 related terms and entities to cover (the topic's vocabulary). These help relevance, not just repetition.
+ 3. **Search intent** - informational, commercial, transactional, or navigational. This dictates format and depth.
+ 4. **Target audience and their knowledge level** - beginner vs. expert changes everything.
+ 5. **Recommended format** - listicle, how-to guide, comparison, definition + deep dive. Match what already ranks unless you can do better.
+ 6. **Title and H1** - compelling, includes the keyword naturally.
+ 7. **Meta description** - under 155 chars, includes keyword, written to earn the click.
+ 8. **Outline** - full H2/H3 structure. This is the core of the brief.
+ 9. **Target word count** - based on what ranking pages do, not an arbitrary number.
+ 10. **Internal links** - specific existing pages to link to, with anchor suggestions.
+ 11. **External / authority references** - types of sources to cite.
+ 12. **Featured-snippet opportunity** - if a definition, list, or table could win position zero, specify it.
+ 13. **Call to action** - what the reader should do next.
## Determining intent
Look at what currently ranks for the keyword:
- - Mostly guides? Informational — write to teach.
- - Product/category pages? Commercial/transactional — write to convert.
+ - Mostly guides? Informational - write to teach.
+ - Product/category pages? Commercial/transactional - write to convert.
- Match the dominant format. Fighting intent rarely ranks.
## Outline quality
- Headers should answer the questions a searcher actually has (mine "People Also Ask" and related searches).
- Logical progression: what → why → how → what next.
- Each H2 is a sub-topic a reader (and Google) expects. Cover the topic comprehensively without padding.
- Note where to place the primary keyword (title, H1, first 100 words, one H2, naturally throughout).
## Word count guidance
- Derive from the SERP: roughly match or modestly exceed the top results' depth. Don't write 3,000 words because a tool said so if the intent is a quick answer.
- More words only help if they add value; thin padding hurts.
## Anti-patterns
- - Keyword stuffing instructions — write for humans, optimize lightly.
+ - Keyword stuffing instructions - write for humans, optimize lightly.
- Ignoring intent and forcing a format.
- Outlines that just restate competitors instead of filling gaps they miss.
## Output
- Deliver the complete brief. Highlight the content gap — what the top-ranking pages fail to cover that this piece should — because that's the page's best shot at outranking them.
+ Deliver the complete brief. Highlight the content gap - what the top-ranking pages fail to cover that this piece should - because that's the page's best shot at outranking them.