Brief

Content Brief

Produce a complete, editor-ready content brief covering intent analysis, competitive SERP review, content outline, E-E-A-T requirements, and SEO targets.

Before You Start

Gather this context (ask if not provided):

1. Target keyword or topic. The primary keyword this content should rank for.
2. Business context. What does the company do? What should readers do after reading (sign up, buy, contact)?
3. Content type preference. Blog post, landing page, guide, comparison, tutorial?
4. Audience. Who is reading this? Beginners, practitioners, decision-makers?

Step 1: SERP Analysis

Analyze what currently ranks for the target keyword:

1. Search the keyword (use web search) and review the top 5-10 results.
2. Identify the dominant intent. Are results informational guides, product pages, listicles, tools?
3. Note the content format. Average word count, heading structure, use of images/tables/videos.
4. Find the gaps. What do all top results cover? What do none of them cover well?

Record:

Step 2: Intent Mapping

Determine the exact user intent and map it to content structure:

• "How to" intent → Step-by-step tutorial with numbered sections
• "What is" intent → Definition + context + examples + next steps
• "Best X" intent → Curated list with comparison criteria and recommendations
• "X vs Y" intent → Side-by-side comparison table + verdict
• "Review" intent → Hands-on evaluation with pros/cons/alternatives

The content structure must match what the searcher expects to find.

Step 3: Content Outline

Build a detailed outline with:

Title Options (2-3 variants)

Select the formula that matches the content type:

CTR boosters — test adding these elements:

Rules:

• Include the primary keyword
• Keep under 60 characters (55 for mobile safety)
• Use odd numbers in listicles (they outperform even)
• Rewrite if CTR is below 2% at positions 1-3 or below 5% at positions 4-10

Meta Description

Select a template and adapt:

Rules:

• 150-160 characters (aim for 140-155 for mobile safety)
• Include the primary keyword naturally
• End with a clear value proposition or call to action
• Add numbers or statistics where possible (+5-15% CTR boost)

Heading Structure

Map out every H2 and H3 with brief guidance for each section:

H1: [Title]
  H2: [Section 1] — what to cover, target length
    H3: [Subsection] — specific points
  H2: [Section 2] — what to cover
  ...
  H2: FAQ — 3-5 questions from People Also Ask

Key Points Per Section

For each H2 section, specify:

• The main point to make
• Data or examples to include
• How this section differs from competitor coverage
• Internal link opportunities (link to related pages on the site)

Step 4: E-E-A-T Requirements

YMYL Check

First, determine if the keyword falls into "Your Money or Your Life" territory (health, finance, legal, safety). YMYL topics trigger elevated E-E-A-T requirements from Google:

• YMYL keywords require: named author with verifiable credentials, citations to official sources (.gov, .edu, professional bodies), clear disclosure of affiliations, and medical/ legal/financial review where applicable.
• Non-YMYL keywords still benefit from E-E-A-T but don't require the same rigor.

Author Qualification

Specify what credentials the author needs for this topic:

Evidence Floor

Set the minimum evidence bar for this piece:

E-E-A-T Signals

Specify what the content needs:

• Experience: First-hand examples, case studies, screenshots, "we tested this" statements
• Expertise: Cite specific data, reference industry standards, show depth beyond surface-level
• Authoritativeness: Link to authoritative external sources, reference recognized frameworks
• Trustworthiness: Include dates, update frequency, author bio, transparent methodology

E-E-A-T Priority by Content Type

Different content types weight E-E-A-T signals differently. Focus effort where it matters most:

Content Quality Checklist (Top Priorities)

For every piece, verify at minimum:

• [ ] Author identified with relevant credentials visible on page
• [ ] At least 1 first-hand experience element (case study, screenshot, "we tested")
• [ ] All statistics have named sources and dates
• [ ] At least 2 references to primary sources (not just other blog posts)
• [ ] Published date visible; content updated within 18 months