How to Write an SEO-Focused Content Brief
You're working with your dev group on some technical enhancements, however you see a huge piece of the chance lies with content. Your company has a content team, however you discover they're not utilizing keyword research study to inform their short articles.
Or how about this situation?
You're a marketing director at a start-up. You understand that you require material, however don't have the expertise or time to do it yourself, so you ask your network for suggestions and find yourself a freelance author. The only issue is, you're not always sure what to appoint them. With little direction to sweat off of, they produce material that misses the mark.
The option in both of these situations is a content brief However, not all content briefs are developed equivalent.
As someone who lives with one foot in content and the other in SEO, I can shed some light on how to make your content briefs both comprehensive and precious by your content team.
Let's start by settling on some terminology.
What's a content brief?
A content brief is a set of directions to assist an author on how to prepare a piece of material. That piece of content can be an article, a landing page, a white paper, or any variety of other initiatives that require material.
Without a material quick, you risk returning content that doesn't meet your expectations. This will not just frustrate your author, however it'll also require more revisions, taking more of your time and money.
Typically, content briefs are composed by inbound marketing solutions somebody in a nearby field-- like demand generation, item marketing, or SEO-- when they need something specific. However, content groups typically do not just sweat off of briefs. They'll likely have their own calendar and initiatives they're driving (material is among those weird roles that needs to support just about every other department while likewise producing and carrying out on their own work).
What makes a content short "SEO-focused"?
An SEO-focused material brief is one amongst many types of material briefs. It's unique because the objective is to instruct the author on producing content to target a specific search query for the function of making traffic from the natural search channel.
Now that we comprehend SEO-focused material briefs in theory, let's enter into the nitty gritty. What info should we include in them?
1. Primary question target and intent
It isn't an SEO-focused material short without an inquiry target!
Using a keyword research tool like Moz Keyword Explorer, you can get thousands of keyword concepts that could be pertinent to your business.
For example, in my existing job, I'm concentrated on creating content for retail store owners and others in the traditional retail industry. After listening to some sales and assistance contacts Gong (lots of teams use this to tape-record consumer and prospect calls), I may learn that "retailing" is a big topic of focus.
I type "retailing" into Keyword Explorer, include a couple more valuable filters, and boom! Lots of keyword tips.
Choose a keyword (inspect your existing content to make sure your group hasn't already composed on the subject yet) and use that as the "north star" question for your content brief.
I think it's also handy to consist of some intent info here. Simply put, what might the searcher who's typing this question into Google desire? It's a great concept to search the inquiry in Google yourself to see how Google is translating the intent.
For example, if my keyword is "kinds of visual merchandising," I can see from the SERP that Google presumes an informational intent, based on the fact that the URLs ranking are mainly informational articles.
2. Format
Dovetailing perfectly off of intent is format. To put it simply, how should we structure the material to give it the very best chance of ranking for our target inquiry?
To use the exact same keyword example, if I Google "types of visual merchandising," the top-level posts consist of lists.
You might observe that your target question returns results with a great deal of images (common with queries including "inspiration" or "examples").
This much better helps the author comprehend what material format is most likely to work best.
3. Subjects to cover and related concerns to address
Choosing the target inquiry assists the writer comprehend the "big idea" of the piece, however stopping there means you run the risk of composing something that does not adequately answer the inquiry intent.
That's why I like to consist of a "subjects to cover/ related concerns to address" section in my briefs. This is where I list out all the subtopics I've discovered that someone browsing that question would most likely want to know.
Utilizing a keyword research tool to show you questions associated with your primary keyword that are questions.
Looking at individuals Also Ask box, if one exists, on the SERP your target query triggers
Discovering websites that rank in the top spots for your target inquiry, running them through a keyword research study tool, and seeing what other keywords they also rank for
And while this isn't specifically search-related, in some cases I like to use a tool called FAQ Fox to search forums for threads that mention my target question
You can likewise produce the overview yourself utilizing your research with all the H2s/H3s currently written. While this can work well with freelance authors, I have actually discovered some writers (especially internal material marketers) feel this is too prescriptive. Every writer and material team is various, so all I can state is simply utilize your best judgment.
4. Funnel phase
This is relatively similar to intent, but I believe it's valuable to include as a different line product. To submit this portion of the content short, ask yourself: "Is someone browsing this term simply trying to find info? Inspiration? Wanting to evaluate their choices? Or wanting to buy something?"
And here's how you can identify your response:
Top-of-funnel (TOFU or "issue conscious") is a suitable label if the inquiry intent is informational/educational/inspirational.
Middle-of-funnel (MOFU or "option aware") is an appropriate label if the question intent is to compare, evaluate options, or otherwise shows that the searcher is already aware of your solution.Bottom-of-funnel (BOFU or "solution ready") is a suitable label if the query intent is to make a purchase or otherwise transform.
5. Audience segment
Who are you composing this for?
It seems like such a fundamental concern to answer, however in my experience, it's easy to forget!
When it concerns SEO-focused material briefs, it's simple to assume the response to this question is "for whoever is searching this keyword!" but what that stops working to respond to is who those searchers are and how they suit your business's personalities/ ideal consumer profile (ICP).
If you do not understand what those personalities are, ask your marketing group! They need to have target market segments easily offered to send you.
This will not only assist your writers much better comprehend what they must be writing, however it likewise helps align you with the rest of the marketing department and help them comprehend SEO's connection to their goals (this is also a vital part of getting buy-in, which we'll speak about a little later).
6. The objective action you want your readers to take
SEO is a means to an end. It's not just adequate to get your content ranking or perhaps to get it making clicks/traffic. For it to make an effect for your business, you'll want it to add to your bottom line.
That's why, when developing your content short, you not just need to consider how readers will get to it, but what you desire them to do after.
This is an excellent chance to deal with your content marketing and bigger marketing group to comprehend what actions they're attempting to drive visitors to take.
Here are some examples of call-to-actions (CTAs) you can consist of in your briefs:
Newsletter sign-ups
Gated property downloads (e.g. free templates, whitepapers, and ebooks).
Case studies.Free trials.
Request demo.Item listings.
In general, it's best to use a CTA that's a natural next step based on the intent of the article. If the piece is top-of-funnel, attempt a CTA that'll move them to the mid-funnel, like a case study.
7. Ballpark length.
I'm a company follower that the length of any article ought to be dictated by the subject, not arbitrary word counts. Nevertheless, it can be practical to provide a ballpark to avoid bringing a 500-word blog post to a 2,000-word fight.
One tool that can make developing a ballpark word count much easier is Frase, which among other things, will reveal you the average word count of pages ranking for your target question.
8. Internal and external link chances.
Given that you read the Moz blog, you're most likely already intimately acquainted with the importance of links. This info is commonly left out of material briefs.
It's as basic as consisting of these two line items:.
Relevant material we should link out to. Note out any URLs, especially on your own site, that might be natural fits to link out to in this article.
Existing material that might connect to this brand-new piece. List out any URLs on your website that discuss your subject so that, after your new piece is live, you can go back and consist of links in them to your brand-new piece.The second item is specifically essential, considering that including links to your brand-new post can assist it get indexed and start ranking quicker. A quick way to find internal link opportunities is to use the "website:" operator in Google.
For instance, the following search would reveal me all posts on the Moz blog site that mention "content short." These might be great sources of links to this article.
9. Competitor material.
Search your target question and pull the top three-or-so ranking URLs for this section of your material short. These are the pages you need to beat.
At threat of producing copycat content (material that's basically a re-spun variation of the top-level short articles), it's an excellent concept to advise your author on how best to use these.
I like to consist of concerns like:.
What's our distinct point-of-view on this subject?
Do we have any distinct data we can pull on this subject?What specialists (internal or external) can we ask for quotes to consist of on this topic?
What graphics would make this more aesthetically compelling than what our rivals have?You get the idea!
10. On-page SEO cheat sheet.
One thing I always like to include in my briefs is some kind of an "SEO cheat sheet"-- ideas and resources for assisting your authors with important on-page SEO elements.
Here's an example of one I have actually used in the past:.
Important caution: Writers have varying levels of SEO expertise. Some content groups are extremely bullish on SEO (business like G2 and HubSpot come to mind), so the writers may not require much help in this area. For others, SEO is relatively brand-new to them. Identify what's necessary for your unique situation so that you can prevent over or under-prescribing in this area.
What to avoid when composing content briefs.
Regretfully, "SEO" has actually ended up being a filthy word to many authors. Understanding why will assist us avoid the significant risks that can result in ignored briefs and interdepartmental tensions.Don't supply tips after that property has been composed.
When composing for search, we're producing the output. The keyword is the input. To put it simply, target queries are questions to be responded to, not something to be stuffed into copy that's already been composed.
Google wants to rank material that responds to the inquiry, not just duplicates it on the page.
For this reason, I would prevent having an optimization action after your composing step. If you don't, you risk the material not matching the intent of the inquiry, which means it has little-to-no likelihood of ranking, and you'll also likely disturb your writers, who don't wish to undervalue their editorially exceptional material by packing keywords into it.
Don't favor keywords with high volume over high intent match.
The issue? While apparently similar, the keywords really had totally various intents.
Don't do this.
At best, targeting keywords simply for volume's sake can lead to vanity traffic that never transforms. At worst, you'll be trying to fit a square peg in a round hole and most likely missing out on intent-match entirely.
Do not blindly follow keyword tools.
Keyword tools are practical, however they're not perfect reflections of search need. For example, since they're not always updated exceptionally frequently, you may mistakenly believe a query has no need when in reality it has a load.
A fine example of this is COVID-19 related keywords. As a freshly trending subject earlier this year, many keyword research study tools didn't sign up that they had any search volume, when in fact they did. If you would have blindly followed the tool, you may have lost out on the chance.
To fix for this, you can use tools like Google Trends and even Google Search Console (if you have content on a trending subject or similar subject on your site currently, you should have the ability to see impressions/interest spiking within a couple of days).
Do not advise writers to "consist of these keywords" (particularly a certain number of times).
When noting out the target query (or inquiries) in your content quick, it is necessary that we advise our authors that this is the primary question to respond to rather than this the word I require you to sprinkle throughout the content.There's no magic number of times you can stick a keyword in your copy so that it ranks for that term. Instead, advise your authors to focus on answering the intent of the searcher's concern adequately.
Don't attempt to jam keywords into short articles that weren't intended for search discovery.
Organic search is not the only channel for content discovery. As somebody coming from an SEO background, this took me a while to learn.
That suggests including search content to your content calendar, not attempting to pack keywords into whatever on the calendar.
While it is essential to get the on-page SEO fundamentals right (title tag, heading tags, links, etc.) for each piece, not every piece provides itself well to organic search discovery.
For instance, if we only developed content based upon keywords that a tool informed us gets browsed a certain number of times per month, we 'd never write about brand-new concepts. It takes a great deal of thought management off the table, in addition to things like case research studies and interview/feature story pieces.
Organic search is effective, but it's not everything.
Tips for getting your material team bought in.
Even the very best content briefs won't make an effect if your material group declines to use them-- and I've heard of plenty of situations where that takes place.As an SEO, it can be mind-boggling that your material group doesn't want to utilize this: "Don't you desire traffic?!" However as someone who leads a content team, I understand why they're typically turned down.
Luckily, oftentimes, this can be prevented by taking the following actions.
Include them in the planning process.
Nobody likes to be micromanaged, and thorough material briefs can in some cases seem like micromanaging. One fantastic method to prevent this is by bringing them along for the process. Make material briefs a collaboration between SEO and Content.
Connect with the Material Lead and see if they 'd be prepared to sit down with you to create the content short design template together. By each of you bringing your special expertise to the table, it can feel less like determining and more like cooperation (plus, you'll probably wind up with a better brief template that method).
Make it clear that not all content has to be search material.
SEO Managers live and breathe the natural search channel, however content teams have a more different diet. They take a multi-channel technique to material, and sometimes are even writing content to support post-conversion groups like customer success.When dealing with your content team on this, ensure you highlight that this is a brand-new content type that can be contributed to editorial planning. Not something that'll replace or need to alter the types of material they're already writing.
Regard their know-how.
Composing is hard. Doing it well requires tremendous skill and practice, however sadly, I've heard lots of SEOs talk about authors as if they didn't understand anything, just because they do not know SEO.
As an SEO, you'll get far with your material department merely by respecting their expertise. Simply as numerous SEO Managers aren't authors, it's unfair people to expect writers to have the SEO understanding of a full-time SEO specialist.
Before you implement a material short procedure, take a seat with the Content Lead and members of the material group to gauge their search maturity. What do they in fact need your aid with? Then trust them with the rest.
Show results.
One of the very best methods to get and keep buy-in is by revealing results. Show your content group just how much of their traffic is originating from natural search and how, unlike many other content discovery channels, that traffic is staying constant over time. Give the author a shout-out when you notice their short article ranking on page one.