What it does. 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". Part of seo skill (claude-seo: 25 sub-skills, 18 sub-agents) (AgriciDaniel/claude-seo).

Upstream	AgriciDaniel/claude-seo
Skill file	skills/seo-content-brief/SKILL.md
License	MIT (skill folder LICENSE.txt)
Author	Daniel Agrici
Fetched	2026-09-10

Install

• Claude Code: /plugin marketplace add AgriciDaniel/claude-seo; other agents: npx skills add AgriciDaniel/claude-seo --skill seo-content-brief.
• Raw file: curl -sL https://raw.githubusercontent.com/AgriciDaniel/claude-seo/HEAD/skills/seo-content-brief/SKILL.md

SKILL.md (verbatim)

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• Identify missing, thin, or outdated sections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.

Other files in this skill

• LICENSE.txt
• references/excluded-domains.md
• references/keyword-density.md
• references/page-type-templates.md

references/excluded-domains.md (verbatim)

<!-- 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

references/keyword-density.md (verbatim)

<!-- 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.

references/page-type-templates.md (verbatim)

<!-- 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

Back to seo skill (claude-seo: 25 sub-skills, 18 sub-agents) or Agent skills.