How to Write an SEO-Focused Content Brief
As an SEO Supervisor, you are accountable for growing your company\'s natural search traffic. You're working with your dev team on some technical enhancements, but you see a huge slice of the opportunity lies with content. Your business has a content team, but you notice they're not utilizing keyword research study to notify their articles. You've attempted to send them keyword ideas, however up until now, they haven't been responsive to your ideas.
Or how about this circumstance?
You know that you require material, but do not have the competence or time to do it yourself, so you ask your network for suggestions and find yourself a freelance writer. With little guideline to work off of, they produce content that misses the mark.
The option in both of these situations is a content brief Not all content briefs are developed equivalent.
As somebody who deals with one foot in content and the other in SEO, I can shed some light on how to make your content briefs both detailed and precious by your content group.
Let's start by agreeing on some terminology.
What's a content short?
A content short is a set of guidelines to guide an author on how to draft a piece of content. That piece of content can be a post, a landing page, a white paper, or any number of other efforts that need material.
Without a content short, you run the risk of getting back content that does not satisfy your expectations. This will not only annoy your writer, however it'll also need more revisions, taking more of your time and money.
Typically, content briefs are written by someone in a nearby field-- like need generation, product marketing, or SEO-- when they need something specific. Content groups normally do not simply work off of briefs. They'll likely have their own calendar and efforts they're driving (content is among those weird roles that needs to support just about every other department while also creating and executing by themselves work).
What makes a content brief "SEO-focused"?
An SEO-focused material quick is one among numerous kinds of material briefs. It's unique because the objective is to advise the writer on developing content to target a particular search question for the purpose of making traffic from the natural search channel.
What to consist of in your material short.
Now that we understand SEO-focused content briefs in theory, let's enter into the nitty gritty. What information should we consist of in them?
1. Primary inquiry target and intent
It isn't an SEO-focused material short without a query target!
Utilizing a keyword research study tool like Moz Keyword Explorer, you can get thousands of keyword concepts that might be pertinent to your company.
For example, in my current job, I'm concentrated on creating content for store owners and others in the brick and mortar retail market. After listening to some sales and assistance calls on Gong (lots of teams utilize this to record customer and prospect calls), I might discover that "retailing" is a huge topic of focus.
I type "merchandising" into Keyword Explorer, add a couple more practical filters, and boom! Tons of keyword tips.
Choose a keyword (inspect your existing content to make sure your group hasn't already written on the subject yet) and use that as the "north star" question for your content short.
I believe it's also practical to consist of some intent information here. Simply put, what might the searcher who's typing this query into Google want? It's a good idea to search the question in Google yourself to see how Google is interpreting the intent.
For instance, if my keyword is "types of visual merchandising," I can see from the SERP that Google presumes an informational intent, based on the fact that the URLs ranking are mostly educational posts.
2. Format
Dovetailing nicely off of intent is format. Simply put, how should we structure the content to provide it the best possibility of ranking for our target query?
To use the exact same keyword example, if I Google "kinds of visual retailing," the top-ranking articles consist of lists.
You may discover that your target question returns results with a lot of images (typical with queries consisting of "motivation" or "examples").
This better assists the writer understand what content format is likely to work best.
3. Topics to cover and associated questions to answer
Picking the target query assists the author understand the "big idea" of the piece, but stopping there suggests you risk writing something that doesn't comprehensively respond to the question intent.
That's why I like to include a "subjects to cover/ associated questions to answer" section in my briefs. This is where I note out all the subtopics I have actually found that someone browsing that query would probably wish to know.
To discover these, I like to utilize techniques like:
Utilizing a keyword research tool to show you queries related to your primary keyword that are concerns.
Taking a look at the People Likewise Ask box, if one exists, on the SERP your target inquiry activates
Finding websites that rank in the top spots for your target question, running them through a keyword research tool, and seeing what other keywords they likewise rank for
And while this isn't specifically search-related, often I like to use a tool called Frequently Asked Question Fox to search forums for threads that discuss my target question
You can also develop the summary yourself utilizing your research with all the H2s/H3s currently written. While this can work well with freelance writers, I have actually discovered some writers (particularly in-house content 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 stage
This is fairly similar to intent, however I think it's practical to consist of as a different line item. To fill out this portion of the content quick, ask yourself: "Is someone searching this term simply looking for info?
And here's how you can identify your response:
Top-of-funnel (TOFU or "problem conscious") is an appropriate label if the inquiry intent is informational/educational/inspirational.
Middle-of-funnel (MOFU or "solution mindful") is a proper label if the query intent is to compare, evaluate alternatives, or otherwise suggests that the searcher is currently familiar with your solution.Bottom-of-funnel (BOFU or "option prepared") is a proper label if the query intent is to make a purchase or otherwise transform.
5. Audience sector
Who are you composing this for?
It seems like such a fundamental question to answer, but in my experience, it's simple to forget!
When it concerns SEO-focused content briefs, it's easy to assume the answer to this concern is "for whoever is searching this keyword!" What that stops working to answer is who those searchers are and how they fit into your business's personas/ ideal consumer profile (ICP).
If you don't know what those personalities are, ask your marketing team! They must have target market sectors easily offered to send you.
This will not only help your writers much better understand what they ought to be composing, but it also helps align you with the rest of the marketing department and assist them understand SEO's connection to their goals (this is likewise a crucial part of getting buy-in, which we'll discuss a little later).
6. The goal action you want your readers to take
SEO is a means to an end. It's not just adequate to get your material ranking or perhaps to get it making clicks/traffic. For it to make an impact for your company, you'll desire it to add to your bottom line.
That's why, when producing your material brief, you not just require to consider how readers will get to it, but what you want them to do after.
This is a great chance to work with your material marketing and larger marketing team to comprehend what actions they're trying 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 possession downloads (e.g. complimentary templates, whitepapers, and ebooks).
Case studies.Free trials.
Demand demonstration.Product listings.
In general, it's best to use a CTA that's a natural next action based on the intent of the post. For example, 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 firm follower that the length of any short article should be determined by the subject, not arbitrary word counts. It can be handy to offer a ballpark to avoid bringing a 500-word blog post to a 2,000-word fight.
One tool that can make creating a ballpark word count easier is Frase, which to name a few things, will reveal you the typical word count of pages ranking for your target query.
8. Internal and external link chances.
Considering that you read the Moz blog, you're most likely currently totally knowledgeable about the significance of links. This info is frequently left out of material briefs.
It's as basic as including these 2 line items:.
Appropriate content we need to link out to. List out any URLs, particularly by yourself website, that might be natural fits to link out to in this article.
Existing content that could connect to this new piece. List out any URLs on your website that mention your subject so that, after your brand-new piece is live, you can return and include links in them to your brand-new piece.The 2nd item is specifically crucial, given that adding links to your new post can help it get indexed and start ranking quicker. A quick way to find internal link opportunities is to use the "site:" operator in Google.
For instance, the following search would show me all posts on the Moz blog that discuss "content short." These might be terrific sources of links to this article.
9. Rival material.
Search your target inquiry and pull the leading three-or-so ranking URLs for this area of your content quick. These are the pages you need to beat.
At danger of creating copycat material (content that's basically a re-spun variation of the top-ranking posts), it's a great concept to advise your author on how best to utilize these.
I like to consist of concerns like:.
What's our unique point-of-view on this topic?
Do we have any special data we can pull on this subject?What professionals (internal or external) can we ask for quotes to include on this topic?
You understand!
10. On-page SEO cheat sheet.
One thing I always like to consist of in my briefs is some type of an "SEO cheat sheet"-- tips and resources for assisting your authors with essential on-page SEO elements.
Here's an example of one I've used in the past:.
Important caution: Writers have varying levels of SEO competence. Some content groups are really bullish on SEO (business like G2 and HubSpot enter your mind), so the writers might not need much help in this location. For others, SEO is relatively new to them. Identify what's essential for your distinct situation so that you can prevent over or under-prescribing in this area.
What to prevent when writing content briefs.
Sadly, "SEO" has ended up being a dirty word to numerous writers. Comprehending why will help us avoid the major pitfalls that can lead to disregarded briefs and interdepartmental tensions.Do not offer tips after that possession has been written.
When writing for search, we're creating the output. The keyword is the input. To put it simply, target queries are questions to be answered, not something to be stuffed into copy that's currently been written.
Google wants to rank content that responds to the question, not simply duplicates it on the page.
For this factor, I would prevent having an optimization step after your composing step. If you do not, you risk the content not matching the intent of the question, which indicates it has little-to-no possibility of ranking, and you'll likewise likely disturb your writers, who don't wish to cheapen their editorially excellent content by packing keywords into it.
Don't prefer keywords with high volume over high intent match.
I as soon as saw https://zenwriting.net/hithimcfor/mobile-ranking-factors-jx2p a quick where the SEO Manager asked for that the author use a particular expression rather of another phrase since it had search volume while the other didn't.The issue? While apparently similar, the keywords in fact had absolutely various intents.
Don't do this.
At finest, targeting keywords purely for volume's sake can result in vanity traffic that never ever converts. At worst, you'll be attempting to fit a square peg in a round hole and most likely missing intent-match entirely.
Do not blindly follow keyword tools.
Keyword tools are handy, but they're not ideal reflections of search demand. Because they're not constantly upgraded incredibly typically, you may erroneously think a query has no need when in fact it has a ton.
A good example of this is COVID-19 related keywords. As a recently trending topic previously this year, lots of keyword research study tools didn't register that they had any search volume, when in fact they did. If you would have blindly followed the tool, you might have missed out on the opportunity.
To resolve for this, you can utilize tools like Google Trends or even Google Search Console (if you have content on a trending subject or comparable topic on your site currently, you must be able to see impressions/interest spiking within a few days).
Do not advise authors to "include these keywords" (especially a particular variety of times).
When noting out the target inquiry (or inquiries) in your content quick, it is essential that we instruct our writers that this is the primary question to respond to 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 focus on addressing the intent of the searcher's question adequately.
Do not try to jam keywords into short articles that weren't planned for search discovery.
Organic search is not the only channel for content discovery. As somebody originating from an SEO background, this took me a while to learn.
That indicates adding search material to your content calendar, not trying to stuff keywords into whatever on the calendar.
While it's important to get the on-page SEO essentials right (title tag, heading tags, links, and so on) for every piece, not every piece provides itself well to natural search discovery.
For example, if we just developed content based on keywords that a tool told us gets browsed a certain number of times each month, we 'd never ever discuss new ideas. It takes a lot of idea leadership off the table, as well as things like case studies and interview/feature story pieces.
Organic search is effective, but it's not whatever.
Tips for getting your material group bought in.
Even the very best content briefs will not make an impact if your material group refuses to use them-- and I have actually become aware of lots of scenarios where that occurs.As an SEO, it can be mind-blowing that your content group doesn't wish to use this: "Do not you desire traffic?!" However as somebody who leads a content team, I understand why they're typically rejected.
Fortunately, in most cases, this can be avoided by taking the following actions.
Include them in the preparation procedure.
No one likes to be micromanaged, and extensive content briefs can often seem like micromanaging. One excellent method to prevent this is by bringing them along for the process. Make material briefs a collaboration in between SEO and Content.
For instance, get in touch with the Material Lead and see if they 'd be willing to sit down with you to develop the material brief template together. By each of you bringing your unique expertise 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 template that way).
Make it clear that not all content has to be search content.
SEO Managers live and breathe the natural search channel, however content groups have a more varied diet plan. They take a multi-channel technique to content, and often are even composing content to support post-conversion teams like consumer success.When dealing with your content group on this, make certain you highlight that this is a new content type that can be added to editorial preparation. Not something that'll change or need to alter the kinds of content they're already writing.
Writing is hard. Doing it well requires immense skill and practice, but unfortunately, I have actually heard numerous 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 just by respecting their proficiency. Just as many SEO Supervisors aren't writers, it's unfair people to anticipate writers to have the SEO knowledge of a full-time SEO specialist.
Before you implement a content quick process, take a seat with the Content Lead and members of the material group to gauge their search maturity. What do they really require your assist with? Then trust them with the rest.
Program outcomes.
Among the best ways to get and keep buy-in is by revealing results. Program your material team how much of their traffic is coming from natural search and how, unlike lots of other material discovery channels, that traffic is remaining constant over time. Give the writer a shout-out when you notice their article ranking on page one.