SEO Content Brief Template
A content brief tells a writer exactly what a page must achieve before a single word is written. This template covers the target keyword and intent, what already ranks, the outline, questions to answer, internal links, sources and on-page details such as the title and meta description. Use it for your own articles or to brief freelance writers, then check the finished draft against the review section at the end.
How to use this template
- Research the keyword. Fill in the overview after checking intent and the current top results for your target keyword.
- Analyse the results page. Record what the ranking pages cover, which SERP features appear and where you can do better.
- Build the outline. Write the H1, opening answer and H2 sections, then add the entities, questions and internal links to include.
- Set sources and specs. Name the author, sources to cite and on-page details such as title, meta description, URL and schema.
- Review the draft. When the draft is ready, work through the review checklist before publishing.
Overview
- Target keyword
- The main phrase the page should rank for, plus two to five close variants from the same cluster.
- Search intent
- What the searcher wants: to learn, compare, buy or find a specific site. Confirm it by looking at the current top results.
- Audience
- Who is reading and what they already know, for example "home bakers who have never made bread".
- Page goal
- The one action you want after reading, such as joining a class, downloading a guide or reading the next article.
- Content type and rough length
- Guide, list, comparison, service page or product page. Base length on what the topic needs, not a fixed word count.
SERP analysis
- Top-ranking pages
- List the top five or so URLs and their format (guide, list, video, product page).
- SERP features
- Note any featured snippet, People also ask box, videos, images, local pack or AI-generated overview.
- What the top pages cover well
- Topics and sections that appear on most ranking pages; readers will expect these.
- What they miss
- Gaps, outdated details or weak explanations you can improve with first-hand experience or clearer examples.
Outline
- H1
- A clear heading that matches the intent. It can differ slightly from the title tag.
- Opening answer
- Two to four sentences that answer the main question directly before going into detail.
- H2 sections
- The main sections in reading order, each with a line on what it must cover.
- H3 sub-sections
- Optional detail under each H2. Keep heading levels in logical order.
- Call to action
- Where the CTA appears and what it says.
Must-cover entities and questions
- Key entities and terms
- People, products, tools, places or concepts the topic cannot be explained without. Define any jargon.
- Questions to answer
- Real questions from People also ask, Search Console queries, sales calls or customer messages.
- Examples and visuals
- Screenshots, photos, tables or worked examples the writer must include.
Internal links
- Links out from this page
- Two to five relevant pages to link to, each with suggested anchor text.
- Links in to this page
- Existing pages that should link to the new page once it is published, with suggested anchors.
- Pillar page
- The main topic page this article supports, if it belongs to a cluster.
E-E-A-T and sources
- Author
- Who writes or reviews the page and why they are qualified. Link to an author bio where you have one.
- First-hand experience
- Personal tests, photos, results or lessons the writer must add, rather than repeating other articles.
- Sources to cite
- Official documentation, original research or primary sources. Avoid citing pages that only repeat others.
- Facts to verify
- Figures, dates, prices or claims that need checking before publishing.
On-page specs
- Title tag
- Unique, descriptive and concise, with the main topic near the start. Google may rewrite titles that do not describe the page well.
- Meta description
- A short, accurate summary that encourages the click. Google sometimes shows other text from the page instead.
- URL slug
- Short, readable words separated by hyphens, for example /blog/bread-at-home/.
- Structured data
- Schema types that match visible content, such as Article and BreadcrumbList for a blog post. Do not mark up content readers cannot see.
- Images
- File names and descriptive alt text for each image.
Review checklist
- The opening answers the main question
- A reader should get the core answer without scrolling.
- Every outline section and question is covered
- Compare the draft against the outline and question list above.
- Facts and sources are checked
- Every figure and claim has been verified against a reliable source.
- Internal links are added and working
- Both the outgoing links and the links from other pages to this one.
- Title, meta description, URL and schema match the specs
- Check the published page, not only the draft.
- The page reads well on mobile
- Short paragraphs, clear headings and readable tables.
Frequently asked questions
What is an SEO content brief?
It is a short document that sets out what a page must cover, who it is for and how it should be optimised. It keeps writers aligned with search intent and business goals.
How long should a content brief be?
Usually one to three pages. It needs enough detail for a writer to work without guessing, but it should not be a finished article.
Should I copy the outline of the top-ranking page?
No. Use the top pages to understand what readers expect, then add your own experience, examples and structure so the page is genuinely more useful.
Is there an ideal word count for SEO?
No. Google has said word count is not a ranking factor. Cover the topic fully and clearly, and stop when the reader has what they need.
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