Nine fields to fill in an SEO content brief before writing a single word
A common scenario is described where a website owner gives a writer only a keyword and a word count, and the resulting article ranks nowhere three months after publishing despite being well written. The writer did nothing wrong; the brief simply left them to guess at intent, audience, and structure. The author rebuilds the brief as a checklist of nine fields, covering the primary and secondary keywords, search intent, the reader's goal, the page's role such as pillar or guide, required questions, supporting evidence, internal links, and post-publication KPIs. The fifth field, the URL's role, is the one most often overlooked, since two pages competing for the same intent end up cannibalizing each other. The article also lists technical checks such as a 200 status, self-referencing canonicals, indexable content in the initial HTML, and unique titles and meta descriptions. The author stresses that completing the form does not guarantee top rankings, but it removes guesswork and makes it possible to trace where a page went wrong.
