As a content marketing intern at 97th Floor, a large part of my job is to write content briefs so that clients have all the background information they need to write their own articles. To do this, I first get keywords that have been proven to preform well from the SEO specialist on my team. Then I conduct a semantic analysis and SERP analysis for those keywords comparing competitors to the client.
The semantic analysis gives me an idea of which terms competitors use most in their related articles. The SERP analysis looks at the top 10 pages that appear for the keyword I'm researching. From these results, I look at the types of articles that are preforming well, how many keywords are used in them, and their total word count. I gather each of the relevant data points from these reports and format them so the client can easily understand their significance.
For this brief, the client is a chiropractic scheduling software company. The keyword is "chiropractic toosl". After conducting the research, the first thing I did was write an optimized URL, title tag, meta description, and call to action.
Then, I looked at featured snippets and frequently asked questions for the keyword to provide the client with different types of information their audience is looking for. Next, I crawled their website and found several internal pages that would benefit from being linked in the new article. Finally, I found articles that would serve as the client's inspiration when writing their own articles.
If you would like to see the behind-the-scenes research and optimization, view the document here. You may have to request access to view this document.
