How to Compose an SEO-Focused Content Brief
As an SEO Manager, you're responsible for growing your business's natural search traffic. You're working with your dev team on some technical enhancements, but you observe a big piece of the chance lies with content. Your company has a content group, but you discover they're not using keyword research to notify their short articles. You've attempted to send them keyword ideas, but up until now, they haven't been receptive to your suggestions.
Or how about this circumstance?
You're a marketing director at a start-up. You know that you need content, however don't have the expertise or time to do it yourself, so you ask your network for recommendations and find yourself a freelance writer. The only issue is, you're not always sure what to assign them. With little guideline to sweat off of, they produce content that fizzles.
The option in both of these situations is a content short Nevertheless, not all content briefs are created equal.
As someone who deals with one foot in material and the other in SEO, I can shed some light on how to make your content briefs both detailed and cherished by your material team.
Let's begin by agreeing on some terms.
What's a content quick?
A content quick is a set of instructions to direct an author on how to prepare a piece of content. That piece of material can be a post, a landing page, a white paper, or any number of other efforts that require content.
Without a content short, you run the risk of returning content that doesn't satisfy your expectations. This will not only annoy your author, but it'll also need more revisions, taking more of your time and money.
Usually, content briefs are written by someone in a surrounding field-- like need generation, item marketing, or SEO-- when they need something particular. However, content groups typically do not simply work off of briefs. They'll likely have their own calendar and efforts they're driving (material is one of those strange roles that requires to support almost every other department while likewise developing and carrying out on their own work).
What makes a content quick "SEO-focused"?
An SEO-focused content short is one amongst lots of kinds of content briefs. It's distinct because the goal is to advise the author on creating content to target a particular search query for the purpose of making traffic from the natural search channel.
What to consist of in your content quick.
Now that we understand SEO-focused material briefs in theory, let's enter into the nitty gritty. What info should we consist of in them?
1. Main inquiry target and intent
It isn't an SEO-focused material brief without an inquiry target!
Using a keyword research tool like Moz Keyword Explorer, you can get thousands of keyword ideas that could be relevant to your organization.
In my current job, I'm focused on producing content for retail store owners and others in the brick and mortar retail market. After listening to some sales and assistance gets in touch with Gong (many groups use this to tape consumer and prospect calls), I may discover that "merchandising" is a huge topic of focus.
I type "retailing" into Keyword Explorer, add a couple more handy filters, and boom! Lots of keyword ideas.
Choose a keyword (check your existing material to make sure your team hasn't already composed on the topic yet) and use that as the "north star" question for your content short.
I believe it's also practical to include some intent info here. Simply put, what might the searcher who's typing this query into Google want? It's an excellent idea to search the question in Google yourself to see how Google is translating the intent.
For instance, if my keyword is "kinds of visual retailing," I can see from the SERP that Google presumes an educational intent, based upon the fact that the URLs ranking are largely informative articles.
2. Format
Dovetailing well off of intent is format. In other words, how should we structure the content to give it the very best chance of ranking for our target question?
To utilize the same keyword example, if I Google "kinds of visual merchandising," the top-ranking posts consist of lists.
You may discover that your target query returns results with a lot of images (typical with queries consisting of "inspiration" or "examples").
This much better helps the writer comprehend what content format is likely to work best.
3. Topics to cover and related concerns to respond to
Picking the target inquiry helps the writer comprehend the "concept" of the piece, however stopping there suggests you run the risk of composing something that does not adequately respond to the inquiry intent.
That's why I like to consist of a "subjects to cover/ associated questions to address" area in my briefs. This is where I list out all the subtopics I have actually found that someone searching that query would probably need to know.
To discover these, I like to use techniques like:
Utilizing a keyword research tool to show you inquiries associated with your main keyword that are concerns.
Discovering sites that rank in the top spots for your target inquiry, running them through a keyword research tool, and seeing what other keywords they also rank for
And while this isn't particularly search-related, sometimes I like to use a tool called FAQ Fox to scour online forums for threads that discuss my target question
You can likewise create the summary yourself using your research with all the H2s/H3s currently written. While this can work well with freelance writers, I've discovered some authors (particularly in-house material marketers) feel this is too prescriptive. Every writer and content team is different, so all I can state is just utilize your best judgment.
4. Funnel stage
This is fairly comparable to intent, but I think it's helpful to consist of as a different line product. To fill out this portion of the content short, ask yourself: "Is somebody searching this term simply looking for information?
And here's how you can label your answer:
Top-of-funnel (TOFU or "issue mindful") is a suitable label if the inquiry intent is informational/educational/inspirational.
Middle-of-funnel (MOFU or "option conscious") is a proper label if the query intent is to internet marketing compare, examine choices, or otherwise suggests that the searcher is already familiar with your service.Bottom-of-funnel (BOFU or "solution all set") is a proper label if the query intent is to make a purchase or otherwise transform.
5. Audience section
Who are you writing this for?
It appears like such a standard concern to answer, however in my experience, it's easy to forget!
When it pertains to SEO-focused material briefs, it's simple to assume the answer to this concern is "for whoever is browsing this keyword!" however what that fails to address is who those searchers are and how they fit into your company's personalities/ ideal consumer profile (ICP).
If you don't know what those personas are, ask your marketing group! They ought to have target market sections readily available to send you.
This will not only help your writers much better understand what they must be composing, however it also helps align you with the remainder of the marketing department and assist them comprehend SEO's connection to their objectives (this is likewise a crucial component of getting buy-in, which we'll speak about a little later).
6. The goal action you desire your readers to take
SEO is a means to an end. It's not only enough to get your content ranking or perhaps to get it earning clicks/traffic. For it to make an impact for your business, you'll desire it to contribute to your bottom line.
That's why, when creating your material quick, you not just require to think about how readers will get to it, but what you want them to do after.
This is a great opportunity to deal with your material marketing and bigger marketing group to understand 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.
Request demo.Product listings.
In general, it's best to utilize a CTA that's a natural next action based upon the intent of the short article. For example, if the piece is top-of-funnel, try a CTA that'll move them to the mid-funnel, like a case research study.
7. Ballpark length.
I'm a company follower that the length of any post need to be determined by the topic, not arbitrary word counts. 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 coming up with a ballpark word count easier is Frase, which among other things, will reveal you the typical word count of pages ranking for your target query.
8. Internal and external link chances.
Because you read the Moz blog site, you're probably already totally familiar with the significance of links. This information is typically left out of content briefs.
It's as easy as including these 2 line items:.
Relevant material 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 short article.
Existing content that could link to this brand-new piece. List out any URLs on your website that mention your subject so that, after your brand-new piece is live, you can go back and consist of links in them to your brand-new piece.The second product is particularly important, since adding links to your brand-new post can assist it get indexed and begin ranking quicker. A fast way to find internal link chances is to utilize the "site:" operator in Google.
The following search would reveal me all posts on the Moz blog that mention "content quick." These could be terrific sources of links to this article.
9. Competitor material.
Browse your target query and pull the leading three-or-so ranking URLs for this area of your material short. These are the pages you require to beat.
At risk of creating copycat content (content that's basically a re-spun variation of the top-level articles), it's an excellent idea to instruct your writer on how finest to use these.
I like to consist of questions like:.
What's our unique point-of-view on this subject?
Do we have any distinct data we can pull on this topic?What professionals (internal or external) can we request for quotes to consist of on this subject?
What graphics would make this more visually engaging than what our rivals have?You understand!
10. On-page SEO cheat sheet.
Something I always like to consist of in my briefs is some form 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 utilized in the past:.
Important caution: Writers have varying levels of SEO know-how. Some content groups are very bullish on SEO (business like G2 and HubSpot come to mind), so the authors might not need much help in this area. For others, SEO is fairly brand-new to them. Identify what's essential for your distinct scenario so that you can avoid over or under-prescribing in this area.
What to prevent when writing content briefs.
Regretfully, "SEO" has actually become a dirty word to many writers. Comprehending why will assist us prevent the major pitfalls that can result in disregarded briefs and interdepartmental tensions.Do not provide ideas after that property has actually been written.
When composing for search, we're developing the output. The keyword is the input. To put it simply, target questions are concerns to be answered, not something to be stuffed into copy that's already been written.
Google wants to rank material that responds to the question, not just repeats it on the page.
For this factor, I would prevent having an optimization step after your writing step. If you don't, you risk the material not matching the intent of the query, which means it has little-to-no likelihood of ranking, and you'll likewise likely disturb your writers, who don't want to cheapen their editorially excellent content by stuffing keywords into it.
Don't favor keywords with high volume over high intent match.
I when saw a short where the SEO Manager requested that the writer use a particular expression rather of another expression because it had search volume while the other didn't.The issue? While seemingly comparable, the keywords actually had completely different intents.
Do not do this.
At best, targeting keywords purely for volume's sake can result in vanity traffic that never ever transforms. At worst, you'll be attempting to fit a square peg in a round hole and likely missing out on intent-match completely.
Don't blindly follow keyword tools.
Keyword tools are useful, but they're not perfect reflections of search demand. For example, due to the fact that they're not always updated exceptionally typically, you may incorrectly believe a question has no need when in reality it has a load.
A fine example of this is COVID-19 related keywords. As a newly trending subject earlier this year, numerous keyword research 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 might have lost out on the opportunity.
To resolve for this, you can use tools like Google Trends or even Google Browse Console (if you have content on a trending topic or comparable subject on your site already, you ought to have the ability to see impressions/interest spiking within a few days).
Don't advise writers to "include these keywords" (particularly a specific variety of times).
When listing out the target query (or questions) in your material short, it's important that we instruct our writers that this is the primary question to answer instead of this the word I require you to spray throughout the material.There's no magic number of times you can stick a keyword in your copy so that it ranks for that term. Rather, advise your authors to focus on answering the intent of the searcher's concern thoroughly.
Don't attempt to jam keywords into articles that weren't planned for search discovery.
Organic search is not the only channel for content discovery. As someone originating from an SEO background, this took me a while to discover.
That indicates including search material to your content calendar, not attempting to stuff keywords into whatever on the calendar.
While it is very important to get the on-page SEO fundamentals right (title tag, heading tags, links, and so on) for every single piece, not every piece provides itself well to natural search discovery.
For instance, if we just developed material based upon keywords that a tool told us gets browsed a certain number of times per month, we 'd never ever blog about brand-new concepts. It takes a lot of idea management off the table, in addition to things like case studies and interview/feature story pieces.
Organic search is effective, but it's not everything.
Tips for getting your material group purchased in.
Even the very best content briefs won't make an effect if your content group refuses to use them-- and I've heard of lots of situations where that takes place.As an SEO, it can be mind-boggling that your material team does not want to utilize this: "Do not you want traffic?!" However as someone who leads a content team, I understand why they're frequently declined.
Fortunately, oftentimes, this can be avoided by taking the following actions.
Include them in the preparation process.
No one likes to be micromanaged, and comprehensive material briefs can often seem like micromanaging. One great way to avoid this is by bringing them along for the procedure. Make content briefs a joint effort in between SEO and Material.
Link with the Material Lead and see if they 'd be willing to sit down with you to produce the material short design template together. By each of you bringing your special know-how to the table, it can feel less like determining and more like cooperation (plus, you'll most likely end up with a much better short design template that method).
Make it clear that not all content has to be search material.
SEO Managers live and breathe the organic search channel, however content groups have a more different diet. They take a multi-channel method to material, and often are even composing material to support post-conversion teams like consumer success.When dealing with your content team on this, make certain you stress that this is a brand-new material type that can be added to editorial preparation. Not something that'll change or require to change the kinds of content they're currently writing.
Respect their competence.
Composing is hard. Doing it well needs enormous skill and practice, however unfortunately, I have actually heard many SEOs discuss authors as if they didn't know anything, even if they don't know SEO.
As an SEO, you'll get far with your material department simply by respecting their knowledge. Just as lots of SEO Managers aren't authors, it's unreasonable of us to expect writers to have the SEO knowledge of a full-time SEO specialist.
Prior to you carry out a content short procedure, sit down with the Content Lead and members of the material team to evaluate their search maturity. What do they really require your aid with? Trust them with the rest.
Program results.
Among the best ways to get and keep buy-in is by showing outcomes. Show your content team how much of their traffic is originating from organic search and how, unlike numerous other content discovery channels, that traffic is staying constant in time. Offer the writer a shout-out when you discover their short article ranking on page one.