ami-bu SEO Blog Brief Skill
Purpose
This skill defines how to turn keyword research into structured, writer-ready briefs that consistently produce high-quality first drafts. A good brief eliminates ambiguity for the writer and ensures every piece of content serves both SEO goals and company positioning.
The Brief Template
Every brief should contain ALL of these fields. A brief missing any of them will produce a worse first draft and more revision cycles.
Required Fields
1. Term / Topic Name The human-readable topic. Example: "Customer Onboarding Automation" or "Usage-Based Pricing Models"
2. Target URL Slug
The exact URL path the post will live at. This MUST contain the primary keyword. Example: /blog/usage-based-pricing/ - not /blog/usage-based-pricing-complete-guide-for-saas-founders/. Keep slugs short, keyword-focused, and clean. The slug is where ranking authority concentrates.
3. Primary Keyword The single keyword or phrase this content is designed to rank for. One per brief. Everything else is secondary.
4. Secondary Keywords 3-6 related terms to weave into the content naturally. These support the primary keyword and capture related search intent. List them explicitly so the writer doesn't have to guess.
5. Suggested Word Count Based on competition and topic depth:
- Glossary/definition pages: 600-800 words
- Standard blog posts: 1000-1500 words
- Comprehensive guides: 1500-2500 words
- Comparison/vs pages: 1200-1800 words
To determine: check the word count of the top 3-5 ranking pages for the primary keyword. Match or slightly exceed them.
6. H2 Outline The section structure of the post. This is the most important part of the brief. A clear H2 outline means the writer knows exactly what each section should cover. Every brief should include:
- Key Takeaways (always first) - 3-5 bullet points summarizing what the reader will learn. This serves both readers (who skim) and search engines (featured snippet potential).
- 3-5 body sections - Each H2 should target a natural subtopic or question related to the primary keyword.
- FAQ section (always last) - 3-5 questions and answers. These are critical for both SEO (People Also Ask boxes) and positioning (see FAQ rules below).
7. FAQ Section Requirements FAQs are NOT generic filler. They serve two purposes:
- SEO: targeting "People Also Ask" queries for the primary keyword
- Positioning: reinforcing the company's point of difference
RULES FOR FAQ WRITING:
- Questions should match actual search queries (check "People Also Ask" in Google for the primary keyword)
- Answers should be factually accurate AND support the company's positioning
- NEVER write defensive answers. A question like "Is [category] worth it for small teams?" should be answered from strength, not with caveats that undermine the product.
- Each answer should be 2-4 sentences. Concise enough for a featured snippet, substantive enough to be useful.
8. Internal Links
Specific URLs from the company's existing published content that the writer should link to from within the post. List them explicitly with a note on where they should appear. Example: "Link to /blog/onboarding-metrics/ in the section discussing activation rate."
Missing internal links is one of the most common issues in SEO content reviews. Be explicit.
9. Competitor Content Examples 2-3 URLs of competitor pages currently ranking for the primary keyword. These serve as reference for:
- What depth the market expects
- What angles are already covered (so the writer can differentiate)
- What's missing that the writer can add
NOTE: These are for reference, NOT for copying. The writer should create something better and more differentiated.
10. Relevant Addons Any special formatting or content requirements:
- Comparison tables (Product A vs Product B vs Product C)
- Key Takeaways bullet format
- Code snippets or technical examples
- Statistics or data requirements
- Specific CTA placement instructions
Optional Fields
Search Volume & Difficulty - If available from keyword research tools. Helps prioritize the pipeline but isn't needed for the writer.
Target Persona - Which buyer persona this content is aimed at. Helpful when the writer needs to calibrate tone and depth.
Content Stage - Awareness, consideration, or decision. Affects CTA strategy and depth of product mention.
Brief Quality Checklist
Before sending a brief to a writer, verify:
- URL slug contains the primary keyword and nothing else
- H2 outline has 5-7 sections including Key Takeaways and FAQ
- FAQ questions match actual search queries (not invented)
- FAQ answers reinforce company positioning (not defensive)
- All required internal links are listed with placement guidance
- Competitor examples are included (2-3 URLs)
- Word count target is specified and justified by competition
- Secondary keywords are listed (not just the primary)
Glossary Term Brief Format
Glossary terms follow the same template with these adjustments:
- Shorter word count (600-800 words typical)
- More definition-focused H2s ("What Is X?" always comes first)
- Stronger internal linking (glossary terms should cross-link heavily)
- Key Takeaways section uses "3-5 main bullet points (in one sentence) of what the user can learn from the page"
- May include a subtle product tie-in but should remain primarily educational
Pipeline Management
When building a content pipeline (multiple briefs at once):
Sequencing: Plan which posts publish first based on:
- Internal linking dependencies (foundational posts before posts that link to them)
- Search volume and business priority
- Writer capacity (typically 1 post per writer per week for 1000-1500 word posts)
Staged rollout for glossary: When launching many glossary terms, stage them in batches (e.g., 5-8 terms per week) rather than all at once. This gives search engines time to index and avoids overwhelming the writer.
Cadence guidance:
- Sustainable SEO blog output: 1 post/week per dedicated writer
- Glossary buildout: 3-5 terms/week during initial build, then 1-2/week ongoing
- The brief pipeline should always be 2-3 weeks ahead of the writer
Blog Post Audit Framework
When reviewing a completed draft against its brief, check:
SEO compliance: URL slug matches, all internal links present, H2 structure matches outline, primary keyword in title + first paragraph + at least 3 H2s, FAQ addresses brief requirements, word count within 10% of target.
Messaging alignment: Load the positioning document. Flag language that contradicts or dilutes the point of difference. Flag defensive language. Flag claims outside actual product capabilities. Check persona alignment.
Factual accuracy: Flag all statistics and verify source attribution. Flag company claims that don't match the fact sheet. Flag competitor claims that could be inaccurate. Flag technical claims needing SME verification.
Output format for audit results:
- Critical issues (must fix before publishing)
- Warnings (should fix)
- Suggestions (nice-to-have)
- Before/after table for any heading or copy changes