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How We Create The Perfect SEO Brief That Aligns Teams & Beats Competition
The document discusses how to create an effective content brief that aligns teams and beats competition. It outlines the three pillars of high-performing organic content: addressing search user needs through keyword research, creating quality content, and optimizing the content to communicate effectively to search engines. An effective brief requires user needs research, competitive research, and an SEO-optimized outline. AI-assisted tools like ALPS can automate the research process and create optimized briefs in minutes to improve content performance and team alignment.
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How We Create The Perfect SEO Brief That Aligns Teams & Beats Competition
- 1. 1 1 How We CreateThe Perfect SEO Brief That Aligns Teams & Beats Competition ALPS™ Webinar Ajay Rama SVP, Products
- 2. 2 About Me Ajay Rama,SVP, Products, iQuanti Notable Work: Built ALPS – Patented, Award winning enterprise SEO platform that makes SEO predictable Experience: 20+ years of experience in Marketing Analytics, Data Science and Data warehousing. Companies: Currently with iQuanti, earlier had developed products for iFlex, Oracle, and AOL
- 3. 3 What will youlearn today What this session is about 3 Pillars of high-performing organic content Role of the content brief How to write a great content brief • User Needs Research • Competitive Research • SEO Optimized outline AI-assisted content brief using ALPS … and what it is not We will not discuss the standard inputs that do not change with each brief. Ex. Brand Voice, Target Audience etc. Challenges in creating high-performing content Why is search different and important
- 4. 4 Why Search isdifferent and its important Why is search important • Improve brand recognition and visibility • Grow traffic for website and other channels (like social, referrals etc.) • Positively influence sales and revenue without high spends like push channels • Engage with customers even before they need your product/service at awareness stage • Maintain influence in a specific niche or industry • Ensure long-term business growth with minimal spends Search is a pull channel and needs to be treated differently than push channels • Pull works on naturally drawing consumer interest in your brand/products • What gets served by search engines is only what is asked so capturing the search demand is critical • Make your Relevant, interesting, and timely (on top of targeting the search demand)
- 5. 5 3 Pillars forhigh-performing organic content - I Addressing search user needs If people are not asking for something, your article won’t have search visibility • Great content addresses what people are asking for • Keywords and their search volumes give an insight into the demand for a topic
- 6. 6 3 Pillars forhigh-performing organic content - II Quality of Content Quality sets it apart from competition signaling expertise and authenticity • Content comprehensiveness for broad search queries that are informational or transactional in intent • Depth for to signal expertise • Uniqueness to provide a new Point of View
- 7. 7 3 Pillars forhigh-performing organic content - III Communicates to Search Engine Ensures that search engines know what the content is about • Using keywords and keyword-adjacent terms to optimize meta elements • Page structure that clearly conveys topic and sub-topic coverage • Schema to make your page look more engaging, and informative in SERPs with snippets and images • Meta elements (Title/Description) that explicitly mentions the keywords • Internal links to relevant adjacent topics
- 8. 8 Challenges with producinghigh performing content at scale • Quality of content is highly subjective and hard to scale as it is dependent on the capability of content writer which varies from person to person. • Research on the topic takes too much time and quality of research is not consistent • Multiple Stakeholders like SMEs, Marketers, Writers make it difficult to align and execute on a vision Challenge • Governance to ensure quality of content that remains constant across writer • Consistent, comprehensive, and structured research to ensure quality irrespective of writer • Document to reach common ground for multiple teams like SMEs, Marketers, Writers What is Needed
- 9. 9 Challenge with producinghigh performing content Challenge What is Needed • Quality of content is highly subjective and hard to scale as it is dependent on the capability of content writer • Research on the topic takes too much time and quality of research is not consistent • Multiple Stakeholders like SMEs, Marketers, Writers make it difficult to align and execute on a vision • Governance to ensure quality of content that remains constant across writer • Consistent, comprehensive, and structured research to ensure quality irrespective of writer • Document to reach common ground for multiple teams like SMEs, Marketers, Writers Content Brief
- 10. 10 Audience Poll Do youuse content brief for creating content? A. Do not use it B. Use it sometimes C. Use it regularly, but not defined research process D. Use it regularly, with defined research process
- 11. 11 What does aneffective content brief cover? User Needs Research SEO Optimized Outline Competitive Research These steps are relevant to search and require systematic research Brand Tone Narrative Target Audience Persona … Outside of Scope
- 12. 12 How to writea great content brief : User Needs Research Understanding the keyword landscape for your topic Before we start writing on a topic, we need to understand what queries are people asking on search engines • Identifying the primary topic of the page and the related secondary topics • Iterative process to find and shortlist the right keyword set • Different content types need different approach - Thought-leadership articles are different vs structured content Finalizing keywords that you should optimize your content for Create a list of keywords that you would like this page to rank for • Primary keywords should be high volume search queries closely associated with the topic. • Supporting keywords should be adjacent topics that interest users and relevant long tail keywords. User Needs Research SEO Optimized Outline Competitive Research
- 13. 13 User Needs Research:Example User Needs Research SEO Optimized Outline Competitive Research Use Google Keyword Planner Iteratively
- 14. 14 User Needs Research:Example User Needs Research SEO Optimized Outline Competitive Research Research Google Suggestions
- 15. 15 User Needs Research:Example User Needs Research SEO Optimized Outline Competitive Research Research Related Searches
- 16. 16 User Needs Research:Example User Needs Research SEO Optimized Outline Competitive Research People Also Ask
- 17. 17 User Needs Research:Sample Research Output User Needs Research SEO Optimized Outline Competitive Research Keywords Search Volume Content Brief content brief 320 what is content brief 70 article brief 20 content brief example 70 content creation brief 10 content writing brief 10 seo content brief template 30 content writing brief template 10 blog post brief template 10 website content brief template 20 content strategy brief template 10 website content brief template 20 article brief template 10 Questions What does a content brief look like? How do I create a content brief for SEO? What are content briefs? What are the main points of content writing? How do you write a content brief? What is SEO content writing examples? How do you write a brief content? What is the purpose of a content brief? What belongs in a content brief? What is a good content brief? What are AI content writing tools? What should be included in a content brief?
- 18. 18 How to writea great content brief : Competitive Research User Needs Research SEO Optimized Outline Competitive Research What are competitors covering? Identify list of topics/sub-topics covered by competitor websites • Titles and Headers used on competitor pages • Popular Questions that the content addresses • Subtopics covered in competitor content How are competitors optimizing their content? Leverage Competitor Pages to take cues while writing content for your pages • Words and Phrases used by some of the high-ranking pages can guide usage of words and phrases while writing • Each element should be optimized iteratively so that it addresses the primary user query as good as/better than the other competitor pages
- 19. 19 How to writea great content brief : Competitive Research User Needs Research SEO Optimized Outline Competitive Research Competitive Research Look at the SERP Layout Identify what the search engine is already showing to understand what works for the topic • Videos explaining the concept • How to Steps on how to do a particular thing • Widgets that might be helpful. Like calculator etc. Identify Primary and Supporting Topics: Research competitor pages to identify primary topic and list all the supporting topics that cover topic comprehensively • Structure the content by breaking this topic into smaller pieces if suitable. • Comprehensive content should adequately cover supporting topics. Cover them briefly and have internal links to detailed relevant pages. Figure your uniqueness and quality Decide what is your differentiating factor based on how competitors are covering the topic • Decide on your own unique angle to the content that is not used by competition • Zero down on how to make your content comprehensive
- 20. 20 Competitive Research :“What are competitors covering?” User Needs Research SEO Optimized Outline Competitive Research Competitive Research Topics covered by competition
- 21. 21 Competitive Research :“Competitor Pages” User Needs Research SEO Optimized Outline Competitive Research Competitive Research Sub-Topics Source: https://blog.marketmuse.com/what-is-a-content-brief/ Title Internal Links
- 22. 22 Competitive Research :“Competitor Pages” User Needs Research SEO Optimized Outline Competitive Research Competitive Research Infographics Source: https://blog.marketmuse.com/what-is-a-content-brief/
- 23. 23 Competitive Research :“How competitors are optimizing?” User Needs Research SEO Optimized Outline Competitive Research Competitive Research Targeted Words and Phrases Source: https://blog.marketmuse.com/what-is-a-content-brief/
- 24. 24 SEO Optimized Outline: “Primary and Supporting Topics” Content Brief what is content brief content brief example how to write a content brief content brief generator seo content brief template create a content brief Primary Topic Supporting Topics User Needs Research SEO Optimized Outline Competitive Research
- 25. 25 Competitive Research :“SERP Layout” User Needs Research SEO Optimized Outline Competitive Research Competitive Research SERP Layout and Packs Videos How To?
- 26. 26 Competitive Research :“SERP Layout” User Needs Research SEO Optimized Outline Competitive Research Competitive Research SERP Layout and Packs Widgets Lists
- 27. 27 Competitive Research :Sample Research Output User Needs Research SEO Optimized Outline Competitive Research Competitive Research What to Cover Competitive Intelligence Your Unique Angle Title What is content brief Step by step guide with examples to create a perfect content brief How to Create a Content Brief What Is A Content Brief, And Why Is It Important? How to Write an Effective Content Brief for Writers The Ultimate Guide to Creating an Effective Content Brief Subtopic 1 Content Brief Template Generate Content Brief Templates AI-assisted content brief template to create performing SEO optimized content SEO content brief template Information in a content brief template Subtopic 2 Content Brief Importance How Content Briefs Improve Content Marketing Efforts Alignment of teams using brief and getting it first time right Prevent rewrites and reduce revisions Don’t miss any critical information …Other Subtopics …competitive intelligence… Your unique idea …competitive intelligence…
- 28. 28 How to writea great content brief : SEO Optimized Outline User Needs Research SEO Optimized Outline Competitive Research Address User Queries Ensure addressing all the user queries identified during research phase Identify and target the SERP packs Target the SERP packs identified in the research phase that you want to be a part of Keyword Targeting Cover Primary Keywords in Title Cover related Keywords on H1s and H2s
- 29. 29 Competitive Research :Research Output What to Cover Competitive Intelligence Your Unique Angle SEO Optimized Ideas Title What is content brief What is a perfect content brief for SEO with example Target Hero Keyword “Perfect Content Brief” How to Create the Perfect Content Brief What Is A Content Brief, And Why Is It Important? How to Write an Effective Content Brief for Writers The Ultimate Guide to Creating an Effective Content Brief Subtopic 1 Content Brief Template Manual vs. AI-Generated Content Brief Templates AI-assisted content brief template to create performing SEO optimized content Target secondary Keyword “Content Brief Template” SEO content brief template Use infographic to show Content Brief Image Information in a content brief template Subtopic 2 Content Brief Importance How Content Briefs Improve Content Marketing Efforts Alignment of teams using brief and getting it first time right Target secondary Keyword “Content Brief for Team alignment” Prevent rewrites and reduce revisions Use video to showcase alignment. Optimize for “Video” SERP Pack Don’t miss any critical information …Other Subtopics …competitive intelligence… Your unique idea Optimization guidance …competitive intelligence… User Needs Research SEO Optimized Outline Competitive Research
- 30. 30 ALPS delivers superiorSEO results by using AI to make SEO simple, predictable, and efficient Our Patented Technology uses AI/ML to mirror Google’s algorithm to accurately predict SEO outcomes ALPS helps users with ALPS Users SEO Experts Digital Marketers Content Creators Identifying Opportunity and Gaps Prioritizing Opportunities Optimizing Content Forecasting Impact ALPS creates unique data and metrics that eliminates guesswork and reduces 60% of manual effort required in current SEO roles.
- 31. 31 ALPS AI-assisted contentbrief : Keywords
- 32. 32 ALPS AI-assisted contentbrief : Competitor Pages
- 33. 33 ALPS AI-assisted contentbrief: Questions to address
- 34. 34 ALPS AI-assisted contentbrief : Topic outline
- 35. 35 ALPS AI-assisted contentbrief : Phrases to use
- 36. 36 ALPS AI-assisted contentbrief : H1s Optimization
- 37. 37 ALPS AI-assisted contentbrief : Title Optimization
- 38. 38 ALPS AI-assisted contentbrief : Meta Optimization
- 39. 39 Summary of whatwe learnt today Importance of search and what is needed to perform organically 3 Pillars of high performing content and how to work through them • Search User Needs • Quality of Content • Communicating to Search Engine How structured Brief solves the problems of creating high performing content How AI assisted brief can bring efficiency and agility. • Automate all the research to create an effective content brief in minutes To explore AI-enabled enterprise SEO platform visit : www.alps.ai
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