seo-content-brief

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Generate competitive SEO content briefs with per-section word counts, competitor scoring, keyword density guidance, and page-type templates. Supports both new page briefs and improve-existing-page briefs. Use when user says "content brief", "write a brief", "content outline", "blog brief", "service page brief", "brief for", "writing brief", "content plan", or "outline for".

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MIT License - see repository root LICENSE file for complete terms.

Copyright (c) 2026 puneetindersingh
https://github.com/AgriciDaniel/claude-seo

<!-- Updated: 2026-04-17 -->
# Excluded Competitor Domains

When analysing SERPs for competitor scoring, filter out these domains. They are not real business competitors even when they rank for the target keyword.

## Encyclopedias and Reference Sites
- wikipedia.org, britannica.com, investopedia.com, dictionary.com, merriam-webster.com, webmd.com, healthline.com, mayoclinic.org

## Social Media Platforms
- facebook.com, instagram.com, twitter.com, x.com, linkedin.com, pinterest.com, tiktok.com, youtube.com, reddit.com, quora.com, threads.net

## Content Platforms and Blogging
- medium.com, substack.com, blogger.com, wordpress.com, wix.com, squarespace.com, hubpages.com, tumblr.com

## Search Engines
- google.com, bing.com, yahoo.com, duckduckgo.com, baidu.com

## Marketplaces and E-Commerce Aggregators
- amazon.com, amazon.com.au, amazon.co.uk, ebay.com, ebay.com.au, etsy.com, shopify.com, alibaba.com, gumtree.com.au, kogan.com

## Forums and Q&A
- stackoverflow.com, stackexchange.com, whirlpool.net.au, superuser.com, serverfault.com

## News and Media
- bbc.com, bbc.co.uk, cnn.com, news.com.au, abc.net.au, theguardian.com, forbes.com, techcrunch.com, theverge.com, mashable.com, huffpost.com, nytimes.com, washingtonpost.com

## Data and Research Platforms
- statista.com, ibisworld.com, similarweb.com

## Directories, Reviews, and Listings
- maps.google.com, tripadvisor.com, yelp.com, trustpilot.com, yellowpages.com.au, bark.com, thumbtack.com, angi.com, homeadvisor.com, truelocal.com.au, hotfrog.com.au, productreview.com.au

## Comparison and Aggregator Sites
- finder.com.au, canstar.com.au, iselect.com.au, mozo.com.au, comparethemarket.com.au, cmsmarket.com

## Job Boards
- seek.com.au, indeed.com, glassdoor.com, jora.com, linkedin.com/jobs

## SEO and Marketing Tool Pages
- semrush.com, ahrefs.com, moz.com, neilpatel.com, backlinko.com, searchengineland.com, searchenginejournal.com, yoast.com, screaming frog.co.uk, majestic.com

## AI Platforms
- chat.openai.com, chatgpt.com, claude.ai, perplexity.ai, gemini.google.com, copilot.microsoft.com

## Government Domains
- Any domain ending in .gov, .gov.au, .gov.uk, .gov.nz, .gc.ca

## Academic Domains
- Any domain ending in .edu, .edu.au, .ac.uk, .ac.nz

## URL Path Patterns to Exclude

Even on otherwise valid competitor domains, exclude URLs containing:
- `/tag/`, `/tags/`, `/author/`, `/category/`, `/archive/`
- `/feed/`, `/rss/`, `/wp-json/`, `/wp-admin/`
- `/login`, `/signup`, `/register`, `/cart`, `/checkout`
- `/terms`, `/privacy`, `/cookie-policy`, `/disclaimer`
- `/sitemap`, `/robots.txt`

## How to Use This List

1. After fetching SERP results, check each URL against these domains
2. Remove any matches before scoring competitors
3. If fewer than 3 real competitors remain, note the thin competitive landscape
4. Never count a filtered domain in the competitor analysis table

<!-- Updated: 2026-04-17 -->
# Keyword Density and Placement Rules

Internal readability and stuffing heuristic. This is not a Google percentage rule.

## Primary Keyword Density

**Use check:** Confirm the primary keyword appears naturally in important locations and does not read as forced repetition.

| Pattern | Assessment |
|---------|-----------|
| Missing from key locations | Review placement. The topic may be unclear. |
| Natural recurring use | Accept if it reads cleanly for users. |
| Noticeable repetition | Review required. May read unnaturally. |
| Forced repetition | Keyword stuffing risk. Rewrite for clarity and usefulness. |

**Practical example:** For a 1,000-word article, do not target a quota. Use the primary keyword where it helps users understand the page topic, including headings, body text, and image alt text when relevant.

**Diminishing returns:** Early mentions help establish topic context. After that, prioritise placement quality over quantity.

## Required Placement Locations

The primary keyword MUST appear in all of these:

1. **Title tag** (near the front, not buried at the end)
2. **H1 tag** (near the front)
3. **URL slug** (lowercase, hyphenated)
4. **Meta description** (naturally integrated)
5. **First paragraph / first 100 words** (establishes topic immediately)
6. **At least one image alt text** (reinforces topic for image search)

## Locations Where It Is NOT Required

- Every H2 or H3 (if the H1 covers the keyword, subheadings carry context naturally through semantic relationship)
- Every paragraph or section (clustering looks unnatural)
- Anchor text of every internal link (vary the anchor text)

## Secondary and Semantic Keywords

| Type | Count | Usage |
|------|-------|-------|
| Closely related terms | 5-8 | Distribute through body content and H2-H6 headings |
| Broader semantic terms | 10-15 | Cover related concepts and user intent variations |
| Synonyms | As natural | Improve readability. Do NOT count toward primary density. |

## Distribution Rules

- **Spread evenly** throughout the content. Do not front-load all mentions into the introduction or cluster in one section.
- **Per-section guidance in briefs:** For each section in a content brief, specify:
  - Which keyword (primary or secondary) should appear in the heading
  - Whether the section body should include the primary keyword or a variation
  - Format: "Use secondary keyword '[term]' in H2. Body: mention primary keyword once."

## Common Mistakes

1. **Exact-match obsession:** Using the exact phrase every time instead of natural variations. Google understands synonyms and related terms.
2. **Heading stuffing:** Putting the primary keyword in every H2 and H3. One H1 mention plus 1-2 H2 mentions is sufficient.
3. **Ignoring first 100 words:** The opening paragraph is the highest-value placement after the title and H1.
4. **Forgetting image alt text:** A free placement opportunity that also helps image search rankings.
5. **Counting synonyms as density:** "Web design", "website design", and "site design" are different strings. Only count exact-match appearances toward density.

<!-- Updated: 2026-04-17 -->
# Content Brief Templates by Page Type

Select the template that matches the page type. Adapt sections based on the specific business and competitive landscape. Not every section applies to every page.

## Service Page

**Goal:** Convert visitors into enquiries or bookings.

| Section | Purpose | Format |
|---------|---------|--------|
| What is [service] | Define the service clearly | Definition box, 80-120 words |
| Who needs it | Qualify the reader | Bullet list of scenarios |
| How it works | Reduce friction, set expectations | Numbered steps |
| Costs/pricing/fees | Address the #1 question | Table or range, not exact if variable |
| Outcomes/results | Prove value | Stats, case study snippets, before/after |
| Why choose [brand] | Differentiate | 3-5 bullet points with specifics |
| FAQ | Capture PAA traffic | 5-8 questions, 40-60 words each, FS target |
| CTA | Convert | Clear action, reduce risk (free consult, no obligation) |

**Schema:** Service + LocalBusiness (if location-specific). Do not add FAQPage for Google visibility; no AI or ranking benefit is confirmed.
**Primary keyword placement:** H1, first 100 words, one H2, URL slug, meta title

## Blog Post

**Goal:** Rank for informational queries, drive readers to service pages.

| Section | Purpose | Format |
|---------|---------|--------|
| Direct answer | Win Featured Snippet | Answer-first paragraph, 40-60 words, FS target |
| Background/context | Set the scene | 1-2 paragraphs |
| [3-5 H2 subtopics] | Cover depth from PAA/gaps | Mix of paragraphs, lists, tables |
| Common mistakes | Add unique value | Numbered list with explanations |
| FAQ | Capture long-tail traffic | 5 questions from gap analysis |
| CTA to relevant service | Convert intent | Contextual link, not hard sell |

**Schema:** Article. Do not add FAQPage for Google visibility; no AI or ranking benefit is confirmed.
**Primary keyword placement:** H1, first 100 words, URL slug, meta title, one image alt text

## Case Study

**Goal:** Build trust, demonstrate real outcomes.

| Section | Purpose | Format |
|---------|---------|--------|
| Outcome summary | Lead with the result | Bold stat or outcome in first line |
| Client situation | Context | 1-2 paragraphs, anonymise if needed |
| The challenge | Problem framing | What was at stake |
| Our approach | Show expertise | Step-by-step or narrative |
| The result | Prove value | Specific figures, percentages, timelines |
| Key takeaways | Reusable insight | 3-5 bullet points |
| Related services CTA | Cross-sell | Link to the relevant service page |

**Schema:** Article (with subject and outcome in description)
**Primary keyword:** The outcome or matter type, in H1 and title

## Category Page

**Goal:** Rank for broad topic terms, funnel visitors to sub-pages.

| Section | Purpose | Format |
|---------|---------|--------|
| What this area covers | Define scope | Overview paragraph |
| Sub-services/products (linked) | Hub linking | One H2 or H3 per sub-page with description and link |
| Who we help | Qualify audience | Bullet list of personas |
| Process overview | Set expectations | Numbered steps |
| FAQ | Capture variations | 5-8 questions |
| CTA | Convert | Clear next step |

**Schema:** Service + BreadcrumbList. Do not add FAQPage for Google visibility; no AI or ranking benefit is confirmed.
**Primary keyword:** Category name, in H1, title, URL, first paragraph
**Site Structure Rule:** MUST include every relevant sub-page from the sitemap.

## Landing Page

**Goal:** Single conversion action, minimal distractions.

| Section | Purpose | Format |
|---------|---------|--------|
| Hero (offer + CTA) | Convert above fold | Headline + subheadline + button |
| Problem statement | Agitate pain | 2-3 sentences |
| Solution/benefits | Present the fix | 3-5 benefit bullets |
| Social proof | Build trust | Testimonials, logos, stats |
| How it works | Reduce friction | 3-step process |
| Objection handling / FAQ | Remove doubts | 4-6 common objections answered |
| Final CTA | Convert | Repeat the offer |

**Schema:** WebPage. Do not add FAQPage for Google visibility; no AI or ranking benefit is confirmed.
**Primary keyword:** Offer or outcome, in H1, title, hero subheading

## FAQ Page

**Goal:** Capture PAA and Featured Snippet traffic.

| Section | Purpose | Format |
|---------|---------|--------|
| 8-15 questions | Grouped by subtopic | Each answered in 40-60 words, FS target for each |
| CTA after last question | Convert | Contextual next step |

**Schema:** WebPage. Google retired FAQ rich results for all sites on May 7, 2026, and no AI or ranking benefit is confirmed. Use QAPage only when users can submit answers to a single question. See the seo-schema skill for the canonical position.
**Primary keyword:** In H1 as "[Topic]: Frequently Asked Questions", in first answer

## Location Page

**Goal:** Rank for [service] + [city] queries.

| Section | Purpose | Format |
|---------|---------|--------|
| What we do in [city] | Local relevance | Overview with city name naturally included |
| Local areas/courts/landmarks | Hyper-local signals | List of suburbs, jurisdictions, or landmarks served |
| Service areas | Geographic scope | List or embedded map |
| Why local matters | Justify the page | 1-2 paragraphs on local expertise |
| Team in [city] | E-E-A-T | Brief bios of local staff |
| Local reviews/testimonials | Trust | 2-3 reviews mentioning the location |
| FAQ | Local variations | 5 location-specific questions |
| CTA | Convert | Local phone number, address, booking link |

**Schema:** Service + LocalBusiness (with address, phone, geo coordinates)
**Primary keyword:** [Service] [City], in H1, title, URL, first paragraph, LocalBusiness schema

## About Page

**Goal:** Build trust, support E-E-A-T across the site.

| Section | Purpose | Format |
|---------|---------|--------|
| Who we are | Brand positioning | 2-3 paragraphs |
| Our story/founding | Humanise | Narrative with founding date |
| Our team | E-E-A-T | Individual bios with credentials, photos |
| Our values | Differentiate | 3-5 values with brief explanations |
| Awards/recognition | Authority | List with dates |
| Media mentions | Authority | Links to press coverage |
| CTA | Convert | Contact or services link |

**Schema:** Organization + Person (per team member)
**Primary keyword:** Brand name or "[Brand] [industry]", in H1 and title

## Homepage

**Goal:** Establish brand authority, funnel to service and location pages.

| Section | Purpose | Format |
|---------|---------|--------|
| Hero (value prop + CTA) | First impression | Headline + subheadline + primary button |
| Services overview | Show scope | Card grid or linked list to service pages |
| Why us (differentiators) | Stand out | 3-5 unique selling points |
| Social proof | Trust | Testimonials, client logos, review stars |
| Location/service area | Local relevance | Map or area list |
| FAQ (for GEO) | AI search visibility | 4-6 broad business questions |
| CTA | Convert | Repeat primary action |

**Schema:** Organization + WebSite + Service
**Primary keyword:** Primary service + city, in H1, title, first paragraph

---
name: seo-content-brief
description: >
  Generate competitive SEO content briefs with per-section word counts,
  competitor scoring, keyword density guidance, and page-type templates.
  Supports both new page briefs and improve-existing-page briefs.
  Use when user says "content brief", "write a brief", "content outline",
  "blog brief", "service page brief", "brief for", "writing brief",
  "content plan", or "outline for".
user-invocable: true
argument-hint: "[url-or-keyword] [page-type]"
license: MIT
metadata:
  author: puneetindersingh
  original_author: puneetindersingh
  version: "1.0.0"
  category: seo
---

# 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)

If DataForSEO MCP tools are available, use `serp_organic_live_advanced` for real SERP data and competitor analysis, `kw_data_google_ads_search_volume` for keyword volume, `dataforseo_labs_bulk_keyword_difficulty` for difficulty scores, `dataforseo_labs_search_intent` for intent classification, and `on_page_content_parsing_live` for competitor content extraction.

## Ahrefs Integration (Optional)

If Ahrefs MCP tools are available, use `keywords-explorer-overview` for keyword volume and difficulty, `serp-overview` for SERP analysis, `site-explorer-organic-keywords` for existing keyword rankings, and `site-explorer-top-pages` for competitor page performance.

## Error Handling

| Scenario | Action |
|----------|--------|
| Target URL unreachable | Report the error. Do not guess page content. Ask the user to verify the URL. |
| No competitors found after filtering | Broaden the search to include partial-match competitors. Note the thin competitive landscape in the brief. |
| Sitemap not found | Proceed without site structure context. Note that internal linking suggestions may be incomplete. |
| Page type not specified | Auto-detect from the keyword intent and SERP format. State the detected type in the brief. |
| Target word count not specified | Use competitor average as the baseline. Note this in the outline. |