How to SEOptimise Your Content Briefs

©2022 Incubeta. All Rights Reserved.
February 2022
How To SEOptimise
Content Briefs
Clearscope Webinar

Rejoice Ojiaku
(She/Her)
SEO Manager at Incubeta &
Co-Founder/ Content Lead
at B-DigitalUK
Hello, I am...
➔ 27 years Old
➔ BSc(Hons) IT Management for
Business
➔ MSc Marketing
➔ Speaker (#WLSS,
#BrightonSEO, #WTSFest,
Noisy Little Monkey, Girls In
Marketing..etc)
➔ Award Winning Diversity &
Inclusion Advocate
➔ Nigerian Born, South East
London Raised
About Me

3
We will:
➔ Learn what a content
brief is and why it is
needed
➔ Highlight the different
elements that goes into
an SEO-focused content
brief
➔ Know different tips that
are useful when writing
content briefs

The What
The Why
The How
Takeaways
4
01
02
03
04
4
Table of Content

5
“A content brief is a
document that helps you and
your writer understand what
you want from your content
and how you want it done.”
Use Topic
The What

What makes a content brief
“SEO-focused”...?
©2022 Incubeta. All Rights Reserved. 6
The What

7
“It’s unique in that the goal is to
instruct the writer on creating
content to target a specific
search query for the purpose of
earning traffic from the organic
search channel.”
Moz
The What

8
The What
What if you do
just don’t use a
content brief?

9
1
2
3
Too much back & forth
Incorrect Approach towards SEO
Room for misunderstandings
The What

The What
The Why
The How
Takeaways
10
01
02
03
04
10
Table of Content

11
The Why
Minimize Cost Improve
Search
Rankings
Increased
Consistency
Hit
Deadlines
Benefits of SEO focused briefs…

12
The Why
Educate
Clients &
Writers
Create
Scalable
Formats
Instantly
Duplicatable
Faster
Delivery
Benefits of SEO focused briefs… (cont)

The What
The Why
The How
Takeaways
13
01
02
03
04
13
Table of Content

14
The How
What information
should we
include?
…let’s get into the nitty gritty.
Title Tag &
Meta
Description
Competitor
Examples
Internal /
External Links
Suggested
Word Count /
CTA
Keywords &
Search Intent
Format/Outline

15
The How
Keyword &
Searcher Intent
Searcher Intent
➔ Your searcher’s intent should communicate what type of
interaction the user/reader is likely looking for.
➔ Can be informational, navigational, transactional, or commercial
in nature.
Keywords
➔ Main goal of SEO content is to rank on search engines and
drive organic traffic.
➔ providing secondary phrases is often misunderstood

16
Title Tag & Meta
Description
➔ Will tell you what the intent of the content is
➔ Preview into how searchers will see it listed in the Search Engine
Results Page (SERP)
➔ Don’t forget to check if it meets SEO best practices in terms of
character length
The How

17
Competitor
Examples
➔ Competitor examples are essential to a good content brief,
➔ Refers to articles that already rank for your target keyword.
➔ “How can I make our piece of content more valuable or a better
experience to consume?”
The How

18
Internal / External
Links
Internal
➔ Internal linking should focus on relevance
➔ Think about Anchor Text too
External
➔ Best to link out to authorities that support the information you
are providing
➔ By sharing resources readers might find useful, you improve
their experience.
The How

19
Word Count
➔How long should the blog post be?
◆IT DEPENDS…
➔Check what your competitors are doing
➔Gives an idea of what the content will cost
➔Ideally should be dictated by the length of the topic.
CTA (Call to Action)
➔This is useful because
◆It makes you think about the action you want a user to take
◆It makes you think about the action a user is willing to take
➔Adding it to the brief, helps be more realistic about the buyer’s journey.
Suggested Word
Count/CTA
The How

20
Format/Outline
Outline
➔ outline can be as detailed as simply requiring them to fill in the
gaps between headers and subheaders.
➔ A great outline can:
◆ Dispel fear of blank pages by working from a skeleton
◆ Organize your article so it’s easy to read and flows well.
Format
➔ how should we structure the content to give it the best chance
of ranking for our target search query?
◆ Input the keyword you want to target into Google and
see what content comes up
The How

21
The How
Now that we understand what goes into an SEO focused content brief … any tips?
Internal / External Links
Keywords & Searcher
Intent
Format / Outline
Suggested Word Count /
CTA
Title Tag & Meta
Description
Competitor Examples

The What
The Why
The How
Takeaways
22
01
02
03
04
22
Table of Content

23
Part 1
23
Keywords
BERT update allows
Google to understand
the semantics behind
any search query.
Audience
Who are you writing
this for?
Don’t know the
persona of the
reader? Ask your
marketing/content
team
Outline
It is also fine to include
which headings/sub
headings are H1, H2 etc
Point out where an image
will be used and suggest
alt text if possible/
Takeaways

24
Part 2
24
Links
List out any URLs on
your site that mention
your topic
Sub Topics
Ensure writers cover
several subtopics in
depth.
Takeaways
Funnel Stage
TOFU
MOFU
BOFU

Takeaways
What to avoid…
25
Suggestions
after the fact!
Don’t always
focus on High
Search Volume
Tools are good
but not perfect
1 2 3

Takeaways
Involving Content Team
26
Bring them into
the planning
process
Don’t hold
back on
showing
results
Respect their
knowledge
1 2 3

Thank you!
REJOICE OJIAKU
SEO Manager
www.linkedin.com/in/rejoiceojiaku

How to SEOptimise Your Content Briefs

Recommended

Recommended

More Related Content

Similar to How to SEOptimise Your Content Briefs

Similar to How to SEOptimise Your Content Briefs (20)

Recently uploaded

Recently uploaded (20)

How to SEOptimise Your Content Briefs