How to Write an SEO-Focused Content Brief
As an SEO Supervisor, you're responsible for growing your company's organic search traffic. You're dealing with your dev team on some technical enhancements, however you observe a big piece of the opportunity lies with content. Your business has a content team, but you observe they're not using keyword research study to notify their posts. You've attempted to send them keyword ideas, however up until now, they haven't been receptive to your ideas.
Or how about this scenario?
You're a marketing director at a start-up. You know that you require material, but do not have the know-how or time to do it yourself, so you ask your network for suggestions and find yourself a freelance writer. The only problem is, you're not constantly sure what to designate them. With little direction to sweat off of, they produce content that misses the mark.
As someone who lives with one foot in material and the other in SEO, I can shed some light on how to make your material briefs both comprehensive and precious by your content team.
Let's begin by settling on some terms.
What's a content brief?
A content short is a set of guidelines to guide a writer on how to draft a piece of content. That piece of content can be a blog post, a landing page, a white paper, or any number of other efforts that require content.
Without a material brief, you risk getting back content that doesn't satisfy your expectations. This will not only annoy your writer, however it'll likewise need more revisions, taking more of your time and money.
Typically, content briefs are composed by someone in a nearby field-- like need generation, product marketing, or SEO-- when they need something specific. However, content teams typically don't just sweat off of briefs. They'll likely have their own calendar and efforts they're driving (material is one of those unusual functions that requires to support just about every other department while likewise developing and carrying out on their own work).
What makes a content brief "SEO-focused"?
An SEO-focused material brief is one amongst many types of material briefs. It's unique in that the objective is to instruct the writer on producing content to target a particular search query for the purpose of making traffic from the organic search channel.
What to include in your material short.
Now that we understand SEO-focused content briefs in theory, let's get into the nitty gritty. What information should we include in them?
1. Primary query target and intent
It isn't an SEO-focused content quick without an inquiry target!
Using a keyword research tool like Moz Keyword Explorer, you can get thousands of keyword concepts that could be relevant to your business.
In my existing job, I'm focused on creating material for retail shop owners and others in the brick and mortar retail industry. After listening to some sales and support calls on Gong (many teams utilize this to tape consumer and prospect calls), I might find out that "retailing" is a huge subject of focus.
I type "merchandising" into Keyword Explorer, include a couple more useful filters, and boom! Lots of keyword suggestions.
Select a keyword (examine your existing material to make certain your group hasn't currently composed on the topic yet) and utilize that as the "north star" inquiry for your content brief.
I think it's likewise practical to consist of some intent information here. Simply put, what might the searcher who's typing this question into Google want? It's a great concept to search the inquiry in Google yourself to see how Google is interpreting the intent.
For instance, if my keyword is "kinds of visual retailing," I can see from the SERP that Google presumes an informational intent, based on the truth that the URLs ranking are largely informational short articles.
2. Format
Dovetailing well off of intent is format. In other words, how should we structure the material to offer it the best chance of ranking for our target query?
To use the same keyword example, if I Google "types of visual retailing," the top-ranking posts include lists.
You might discover that your target inquiry returns results with a lot of images (common with inquiries including "motivation" or "examples").
This much better helps the writer comprehend what material format is likely to work best.
3. Topics to cover and associated questions to respond to
Selecting the target question assists the author comprehend the "big idea" of the piece, however stopping there means you risk writing something that doesn't thoroughly answer the question intent.
That's why I like to include a "topics to cover/ related concerns to respond to" section in my briefs. This is where I note out all the subtopics I have actually found that somebody browsing that query would most likely need to know.
To find these, I like to use techniques like:
Using a keyword research tool to reveal you queries associated with your primary keyword that are concerns.
Taking a look at individuals Likewise Ask box, if one exists, on the SERP your target query sets off
Finding websites that rank in the top areas for your target query, running them through a keyword research study tool, and seeing what other keywords they likewise rank for
And while this isn't particularly search-related, sometimes I like to utilize a tool called FAQ Fox to search online forums for threads that mention my target query
You can likewise produce the overview yourself using your research study with all the H2s/H3s already written. While this can work well with freelance writers, I've found some writers (especially internal material marketers) feel this is too prescriptive. Every writer and content group is different, so all I can say is just use your finest judgment.
4. Funnel phase
This is relatively comparable to intent, but I believe it's handy to consist of as a different line product. To fill out this part of the material brief, ask yourself: "Is somebody searching this term just looking for details?
And here's how you can label your answer:
Top-of-funnel (TOFU or "problem conscious") is an appropriate label if the query intent is informational/educational/inspirational.
Middle-of-funnel (MOFU or "option mindful") is a suitable label if the query intent is to compare, assess alternatives, or otherwise indicates that the searcher is currently aware of your service.Bottom-of-funnel (BOFU or "service ready") is a suitable label if the inquiry intent is to make a purchase or otherwise convert.
5. Audience section
Who are you composing this for?
It appears like such a fundamental concern to respond to, but in my experience, it's simple to forget!
When it comes to SEO-focused material briefs, it's easy to assume the response to this question is "for whoever is searching this keyword!" however what that fails to answer is who those searchers are and how they fit into your business's personalities/ ideal client profile (ICP).
If you do not know what those personalities are, ask your marketing group! They must have target audience segments readily offered to send you.
This will not just help your writers much better understand what they must be composing, however it also helps align you with the rest of the marketing department and assist them understand SEO's connection to their objectives (this is also a critical element of getting buy-in, which we'll talk about a little later).
6. The objective action you desire your readers to take
SEO is a way to an end. It's not only sufficient to get your content ranking or perhaps to get it earning clicks/traffic. For it to make an effect for your business, you'll want it to contribute to your bottom line.
That's why, when producing your content short, you not just need to consider how readers will get to it, but what you desire them to do after.
Here are some examples of call-to-actions (CTAs) you can include in your briefs:
Gated asset downloads (e.g. totally free design templates, whitepapers, and ebooks).
Case studies.Free trials.
Demand demonstration.Product listings.
In general, it's finest to utilize a CTA that's a natural next step based upon the intent of the short article. If the piece is top-of-funnel, try a CTA that'll move them to the mid-funnel, like a case study.
7. Ballpark length.
I'm a company believer that the length of any article ought to be determined by the topic, not arbitrary word counts. It can be valuable to provide a ballpark to avoid bringing a 500-word blog post to a 2,000-word fight.
One tool that can make coming up with a ballpark word count much easier is Frase, which to name a few things, will show you the typical word count of pages ranking for your target inquiry.
8. Internal and external link opportunities.
Because you read the Moz blog, you're most likely already thoroughly acquainted with the value of links. This information is commonly left out of content briefs.
It's as easy as including these 2 line items:.
Appropriate material we need to connect out to. Note out any URLs, specifically on your own website, that might be natural fits to link out to in this short article.
Existing material that could link to this brand-new piece. List out any URLs on your website that mention your subject so that, after your new piece is live, you can return and include links in them to your brand-new piece.The 2nd product is particularly crucial, considering that adding links to your brand-new post can help it get indexed and begin ranking quicker. A quick method to find internal link chances is to utilize the "site:" operator in Google.
For instance, the following search would show me all posts on the Moz blog that discuss "content brief." These might be terrific sources of links to this blog post.
9. Competitor material.
Browse your target inquiry and pull the top three-or-so ranking URLs for this section of your content brief. These are the pages you need to beat.
At risk of developing copycat material (content that's basically a re-spun variation of the top-level articles), it's an excellent idea to advise your writer on how best to use these.
I like to consist of concerns like:.
What's our special point-of-view on this topic?
Do we have any special information we can pull on this subject?What specialists (internal or external) can we request quotes to include on this topic?
What graphics would make this more aesthetically engaging than what our rivals have?You understand!
10. On-page SEO cheat sheet.
One thing I constantly like to include in my briefs is some kind of an "SEO cheat sheet"-- suggestions and resources for assisting your writers with essential on-page SEO components.
Here's an example of one I have actually used in the past:.
Some content groups are extremely bullish on SEO (business like G2 and HubSpot come to mind), so the authors may not require much assistance in this location. For others, SEO is relatively new to them.
What to prevent when writing content briefs.
Regretfully, "SEO" has actually become a dirty word to many authors. Understanding why will assist us avoid the major risks that can lead to ignored briefs and interdepartmental stress.Don't supply tips after that asset has actually been composed.
When writing for search, we're creating the output. The keyword is the input. Simply put, target queries are concerns to be answered, not something to be stuffed into copy that's currently been composed.
Google wishes to rank material that addresses the question, not just duplicates it on the page.
For this factor, I would avoid having an optimization action after your composing step. If you don't, you risk the content not matching the intent of the question, which suggests it has little-to-no probability of ranking, and you'll likewise likely upset your writers, who don't wish to lower their editorially excellent material by stuffing keywords into it.
Do not prefer keywords with high volume over high intent match.
I once saw a short where the SEO Supervisor asked for that the writer utilize a specific phrase rather of another expression due to the fact that it had search volume while the other didn't.
The problem? While relatively comparable, the keywords in fact had absolutely various intents.
Don't do this.
At best, targeting keywords purely for volume's sake can lead to vanity traffic that never ever converts. At worst, you'll be trying to fit a square peg in a round hole and most likely missing out on intent-match totally.
Do not blindly follow keyword tools.
Keyword tools are practical, but they're not best reflections of search demand. For instance, due to the fact that they're not constantly updated extremely typically, you might erroneously believe an inquiry has no need when in truth it has a ton.
A fine example of this is COVID-19 associated keywords. As a recently trending topic previously this year, numerous keyword research tools didn't sign up that they had any search volume, when in reality they did. If you would have blindly followed the tool, you might have missed out on the opportunity.
To solve for this, you can utilize tools like Google Trends or perhaps Google Search Console (if you have material on a trending subject or comparable subject on your website already, you need to have the ability to see impressions/interest spiking within a couple of days).
Don't advise writers to "include these keywords" (especially a specific variety of times).
When noting out the target inquiry (or inquiries) in your content quick, it is very important that we instruct our authors that this is the primary question to answer instead of 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, instruct your authors to concentrate on addressing the intent of the searcher's question comprehensively.
Do not try to jam keywords into short articles that weren't meant 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 discover.
That means including search material to your content calendar, not trying to pack keywords into everything on the calendar.
While it is essential to get the on-page SEO essentials right (title tag, heading tags, links, etc.) for each piece, not every piece provides itself well to organic search discovery.
If we only developed content based on keywords that a tool told us gets searched a particular number of times per month, we 'd never compose about brand-new ideas. It takes a lot of idea management off the table, as well as things like case studies and interview/feature story pieces.
Organic search is powerful, but it's not everything.
Tips for getting your content team purchased in.
Even the best content briefs will not make an effect if your material group declines to utilize them-- and I've become aware of plenty of situations where that happens.As an SEO, it can be mind-blowing that your content team does not wish to use this: "Don't you desire traffic?!" However as someone who leads a content team, I understand why they're frequently declined.
Luckily, in many cases, this can be avoided by taking the following actions.
Involve them in the preparation procedure.
No one likes to be micromanaged, and extensive content briefs can in some cases seem like micromanaging. One fantastic way to prevent this is by bringing them along for the procedure. Make content briefs a collaboration in between SEO and Content.
For instance, connect with the Content Lead and see if they 'd be willing to take a seat with you to develop the material quick template together. By each of you bringing your internet marketing - iONLINE Digital Marketing special knowledge to the table, it can feel less like dictating and more like cooperation (plus, you'll most likely wind up with a much better short design template that way).
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 content, and in some cases are even writing material to support post-conversion groups like consumer success.When working with your content group on this, make certain you highlight that this is a new material type that can be added to editorial planning. Not something that'll replace or require to change the kinds of material they're already composing.
Regard their expertise.
Composing is hard. Doing it well needs enormous skill and practice, however unfortunately, I've heard lots of SEOs speak about authors as if they didn't know anything, just because they don't know SEO.
As an SEO, you'll get far with your material department merely by appreciating their expertise. Just as lots of SEO Supervisors aren't authors, it's unreasonable people to expect authors to have the SEO understanding of a full-time SEO expert.
Before you implement a content short procedure, take a seat with the Content Lead and members of the content group to evaluate their search maturity. What do they really require your aid with? Trust them with the rest.
Show results.
Among the best ways to get and keep buy-in is by revealing results. Show your content team just how much of their traffic is coming from natural search and how, unlike numerous other content discovery channels, that traffic is remaining consistent with time. Give the writer a shout-out when you notice their article ranking on page one.