seo-content-brief skill

SEO Content Brief Generator

Generate research-backed content briefs that help writers produce pages capable of outranking current top results. Briefs include competitor analysis with gap scoring, per-section word count breakdowns, keyword placement rules, and page-type-specific templates.

Process

1. Determine Brief Mode

Improve mode (existing page URL provided):

• Fetch the existing page content and structure
• Identify what is already strong (keep it)
• Identify missing, thin, or outdated sections
• Distinguish "keep/strengthen" vs "add new" sections in the outline
• Do not recommend a full rewrite when targeted improvements will win

New page mode (keyword or topic provided, no existing page):

• Use the target site's homepage or sitemap for business context only
• Build the brief from scratch for a new page
• Focus on competitive gaps the new page can fill

2. Fetch Context

• Fetch the target URL or homepage to understand the business
• Fetch the sitemap to discover all existing pages, categories, and services
• This context is critical for the Website Relevance Rule (see below)

3. Analyse SERPs

• Identify the top 5 ranking pages for the target keyword
• Filter out non-competitors (Wikipedia, Reddit, Pinterest, Amazon, YouTube, government sites, SEO tool pages, job boards, directories, news aggregators, social platforms). See references/excluded-domains.md for the full list.
• Score each real competitor: Depth (1-10), Formatting (1-10), SEO (1-10), UX (1-10)
• Identify three gap types:
• Topic gaps: subtopics competitors miss entirely
• Depth gaps: topics covered but shallow
• Quality gaps: outdated info, no expert perspective, poor formatting
• Calculate gap priority: Impact x Competitive Advantage / Effort

4. Classify Search Intent

• Informational: user wants to learn (guides, how-tos, definitions)
• Commercial: user is researching before buying (comparisons, reviews, "best X")
• Transactional: user is ready to act (buy, book, enquire, sign up)
• Navigational: user is looking for a specific site or page

Identify what SERP format Google rewards for this query: long-form guide, listicle, comparison table, landing page, FAQ, video, local pack.

5. Build the Brief

Apply the page-type template from references/page-type-templates.md, then customise based on competitor gaps and search intent.

Critical Rules

Website Relevance Rule

Every heading, subtopic, keyword, and FAQ you suggest must be something the target website can credibly write about based on its actual services or products.

• Read the site's homepage and sitemap to understand what it does
• Do not borrow competitor structure if those sections cover things this site does not offer
• Before each suggestion, ask: "Can this website actually deliver on this content?" If no, remove it.

Site Structure Coverage Rule

When briefing a hub, overview, category, or "types of" page:

• The outline must reference every relevant product category, service, or sub-page that exists on the site
• Do not invent categories that don't exist, do not leave out categories that do exist
• Each category should appear as its own section with an internal link suggestion
• This ensures the page acts as a proper hub linking to all child pages

For non-hub pages (single service page, blog post), use site structure to suggest relevant internal links but do not force every category into the outline.

Output Language Rules

• Never mention researcher names, framework names, or tool names in the output (no "Ben Goodey method", "Frase.io formula", "Princeton GEO", "Clearscope", "Backlinko")
• These are internal thinking tools only. The output must read as plain, professional advice.
• Write for a business owner or content writer, not an SEO academic

Keyword Density and Placement

Read references/keyword-density.md for the full rules. Summary:

Primary keyword use: Use the primary keyword naturally in high-value locations.

• Do not optimize to a fixed density. Treat density checks as optional internal readability/stuffing heuristics only.
• First 1-2 mentions help establish topic context. Diminishing returns after.
• For a 1,000-word article, avoid forced repetition across headings, body, and alt text.

Primary keyword must appear in:

1. Title tag (near the front)
2. H1 tag (near the front)
3. URL slug
4. Meta description
5. First paragraph / first 100 words
6. At least one image alt text

Primary keyword does NOT need to appear in:

• Every H2 or H3 (subtopics carry context naturally if H1 covers it)
• Every paragraph or section

Secondary keywords:

• 5-8 closely related supporting terms distributed through body content
• 10-15 broader semantic terms covering related concepts
• Use in H2-H6 subheadings where natural
• Synonyms improve readability and do NOT count toward keyword density

Per-section keyword guidance: For each section in the outline, specify:

• Which keyword (primary or secondary) belongs in the heading
• Whether the body should include the primary keyword or a variation
• Example: "Use secondary keyword 'structural drafting services' in H2. Body: mention primary keyword once."

Distribution: Spread the primary keyword evenly. Do not front-load or cluster in one section.

Meta Tag Rules

Title tag:

• 50-60 characters (never under 50, never over 60)
• Primary keyword first, brand name last
• Separate brand with a pipe or dash (match the site's existing pattern)
• Lead with outcomes, numbers, or specifics when possible

Meta description:

• 130-150 characters (never under 130, never over 150)
• Active voice, expand on the title with USPs and specifics
• End with a call to action
• No brand name at the end (it's already in the title)
• No quotes (Google truncates at quotes)

Information Gain (non-negotiable)

Every brief must specify EXACTLY what new value this content adds that no current ranking page provides. Must be specific:

• Proprietary data or original research
• Case studies with real outcomes
• Expert quotes or first-hand experience
• Original synthesis or unique framework
• NOT "more detail" or "better formatting"

E-E-A-T Requirements

List the exact trust signals this content needs:

• Author credentials and bio relevant to the topic
• Expert quotes or citations from authoritative sources
• Cited studies, data, or statistics with dates
• Last updated date
• Especially critical for YMYL topics (health, finance, legal, safety)

Internal Linking

• Suggest 3-5 specific internal link opportunities with anchor text
• Specify whether the page is a hub (links out to cluster pages) or spoke (links to pillar page)
• Use the site structure from the sitemap to find real link targets

Output Format

Always output in this exact structure:

## Content Brief: [Primary Keyword]

### Search Intent
[Intent type, SERP format rewarded, target audience and knowledge level. 3-4 lines.]

### Competitor Analysis
| # | URL | Key H2 Sections | Est. Words | Score | Main Gap |
|---|-----|-----------------|------------|-------|----------|
| 1 | ... | ...             | ...        | X/40  | ...      |

### Content Gaps and Opportunities
[Bullet list: topic gaps, depth gaps, quality gaps with specifics]

### Winning Outline

**H1:** [H1 with primary keyword]
**URL Slug:** /[slug]
**Target Word Count:** ~[X] words (competitor avg: ~[X] words)

[Full H2/H3 outline with:
- Word count per section
- Content format notes (bullet list, table, definition box, etc.)
- Featured Snippet targets marked with "FS target"
- Per-section keyword guidance]

### Recommended Meta Tags

**Title**
[title, 60 chars max]

**Meta Description**
[description, 150 chars max]

### Unique Angle and Information Gain
[Specific paragraph: what exact new value this piece adds]

### E-E-A-T Requirements
[Bullet list of exact trust signals needed]

### Internal Linking Opportunities
[3-5 suggestions with anchor text and target URL]

Outline-Only Mode

When the user asks for "just an outline" or "content outline" instead of a full brief, skip the Competitor Analysis table, Content Gaps section, Information Gain section, and E-E-A-T section. Output only:

## Content Outline: [Primary Keyword]

**H1:** [H1 with primary keyword]
**URL Slug:** /[slug]
**Target Word Count:** ~[X] words (competitor avg: ~[X] words)

[Full H2/H3 outline with word counts, format notes, FS targets, keyword guidance, and a 1-2 sentence writing note per section]

DataForSEO Integration (Optional)