How to Write an SEO Content Brief (With a Simple Template)
A simple brief template that gives any writer what they need to create a page that ranks.
A content brief is a one-page plan that tells a writer โ or reminds you โ exactly what a page needs to cover to satisfy searchers. Without one, articles drift off topic, miss key questions or compete with your existing pages. With one, the first draft is usually close to final.
What a good brief includes
1. Main keyword and close variations
One main long-tail phrase and three to five related phrases. Read how to find long-tail keywords.
2. Search intent and format
What does the searcher want โ a guide, a comparison, a checklist, a tool? Describe the format that ranks today.
3. Audience
Who is reading โ beginners, shop owners, marketers? This sets the tone and depth.
4. Working title, meta title and meta description
Draft them up front so the article stays focused.
5. Outline
H1, the H2 sections and any H3 steps, following our guide to heading levels.
6. Subtopics that must be covered
From the top results, People also ask and customer questions. The topical coverage calculator later checks the draft against this list.
7. Unique value
What will make this page better than what ranks: your data, examples, photos, local details, expert input.
8. Internal links
Which pages to link to, and which existing pages should link back.
9. FAQs
Three to five real questions to answer at the end.
10. Length guide and sources
An approximate length based on intent, and reliable sources for any facts.
How to research a brief quickly
- Search the main keyword and open the top five results.
- List their headings and the questions they answer.
- Note what is missing or weak in all of them.
- Check your own site so the new page does not duplicate an existing one.
- Fill in the template.
A worked example
For the keyword "how to start a terrace garden", a brief might say:
- Intent: beginner guide with steps.
- Audience: city apartment owners.
- Must cover: roof load and waterproofing, container types, soil mix, best plants for hot weather, watering, budget.
- Unique value: the author's own terrace photos and a real cost breakdown.
- Links: the plant guide and the waterproofing article.
- FAQs: four questions from People also ask.
A writer with this brief knows exactly what to produce.
After publishing
Keep the brief with the article. When you update the page later, it shows what the page was meant to achieve. See how to update old blog posts.
A copy-ready brief template
- Main keyword:
- Related phrases:
- Searcher's goal: what they want to do after reading
- Reader: who they are and what they already know
- Format: guide / checklist / comparison / list
- Title, meta title, meta description:
- Outline: H2s and key H3s
- Must-cover points:
- Our unique angle: experience, data, photos
- Links out / links in:
- FAQs:
- Call to action:
Copy this into a document for each new article and fill it in before any writing starts.
Related guides
More free tools: browse all our free AI search tools, no sign-up needed.
Frequently asked questions
How long should a content brief be?
Usually one page. It should guide the writer, not write the article.
Do I need a brief if I write my own content?
Yes. It keeps you focused on the searcher's needs and prevents overlapping pages.
Should a brief include word count?
A rough range helps, but completeness matters more than length.
Who should write the brief?
Whoever understands the audience and SEO goals โ often the editor or business owner.