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SEO Content Brief: Missing Inputs (And How to Send Them)

If you want content that performs in search, the starting point isn’t the writing—it’s clarity. A strong SEO content brief depends on a few key inputs that shape everything: the angle, structure, depth, and ultimately whether the page attracts the right visitors and turns them into enquiries.

This article explains exactly what Atlas MKT needs from you to build a high-quality content brief, why each input matters for performance, and how to send the details quickly using a simple template. If you’re unsure on keyword selection or intent, we’ll also explain how to choose (or how we can help you choose) without overcomplicating it.

What we need from you to build the brief

To produce an SEO content brief that aligns with your business goals, we need four core inputs. They’re simple, but they remove ambiguity—especially when multiple stakeholders are involved.

1) Primary focus keyword (one phrase)

The focus keyword is the single search phrase the page is built around. It keeps the content tightly aligned to what a real person types into Google and helps avoid “topic drift”, where an article tries to cover everything and ends up ranking for nothing meaningful.

Good focus keywords are specific and signal a clear problem and solution. For example:

• Good: “technical SEO audit checklist” (clear need, clear content type)
• Good: “SEO for plumbers UK” (clear audience + location)
• Less ideal: “SEO” (too broad; intent varies wildly)

If your internal team has a few options, send them. We can sanity-check for competitiveness, alignment, and whether the keyword maps cleanly to a single page.

2) Search intent (what the reader is trying to achieve)

Search intent is the “why” behind a query. Two people can search for similar terms but want different outcomes: to learn, compare, buy, or find a specific provider. When intent is mismatched, rankings are harder to win and conversions suffer even if traffic arrives.

In practice, we usually classify intent into one of the following:

• Informational: The reader wants to learn or understand (guides, definitions, how-tos).
• Commercial: The reader is comparing options before choosing (best lists, comparisons, “agency vs freelancer”).
• Transactional: The reader is ready to take action (buy, book, request a quote, get an audit).
• Navigational: The reader wants a specific brand, tool, or page.

We also need a short sentence describing the reader’s goal. For example: “They want to understand what an SEO audit includes and what to prioritise first” or “They want to choose an SEO agency and know what questions to ask”. That one line changes the whole structure of the article.

3) Preferred category (optional)

Categories help keep your website organised, improve internal linking, and set expectations for tone and CTAs. If you have a preferred category, share it. Typical options include:

• SEO
• Google Ads / PPC
• Facebook Ads
• Email Marketing
• Website Design
• Social Media
• Strategy / Growth

If you don’t specify a category, we can recommend one based on the focus keyword and where the page should sit in your site architecture.

4) Style spec (optional, but helpful)

Even when the topic is clear, the wrong style can weaken performance. A useful style spec can include:

• Audience level: beginner, intermediate, advanced
• Market: UK-focused vs global
• Angle: practical how-to, strategic overview, checklist format
• Constraints: avoid jargon, avoid platform-specific claims, keep it B2B

Style isn’t just preference—it affects how well the page matches what searchers expect. For example, “checklist” style tends to suit operational queries, while “framework” style suits strategic decision-making queries.

Optional inputs that improve performance

The four inputs above are enough to start, but these optional details usually make the difference between “decent content” and content that reliably drives enquiries. Think of them as performance multipliers.

Target customer type

Tell us who the content is for. Be specific. “Businesses” is too broad; “UK ecommerce brands with 10–50 staff” is actionable. Example customer types:

• UK SMEs (general)
• Ecommerce
• SaaS
• Local services (trades, clinics, legal, accountants)
• B2B professional services

This influences language, examples, and what “success” looks like to the reader (leads, bookings, demos, online sales).

Geography (UK-wide, region, city)

If location matters, share it. UK search results can vary significantly by region, and local intent changes what the reader expects (for example, whether they want a how-to guide or a provider they can contact). Location input might be:

• UK-wide
• England / Scotland / Wales / Northern Ireland
• A region (e.g., West Midlands)
• A city (e.g., Birmingham, Manchester, London)

Even if the content isn’t a “location page”, geography can influence spelling, terminology, and compliance expectations.

Competitors or example URLs to beat

If you already know the pages you’re competing with, share them. It helps us understand:

• What Google is currently rewarding for that query
• Common subtopics (and gaps we can cover better)
• Expected depth and content format

This does not mean copying competitors. It means ensuring your content meets searcher expectations while adding clarity, structure, and differentiation.

Primary conversion goal (what should happen next)

SEO content should support a next step. Tell us what a “win” looks like so the brief can include the right calls-to-action and internal links. Examples:

• Book a discovery call
• Request an audit
• Submit a lead form
• Email capture (downloadable checklist or template)

If your goal is lead generation, we’ll typically recommend supporting CTAs earlier in the page, not just at the end—without making the article feel salesy or interrupting the reader.

Reply template (copy/paste)

To make this easy, copy and paste the template below and fill in what you can. If you’re missing anything, leave it blank—we can propose options.

• Focus keyword:
• Search intent: (informational / commercial / transactional / navigational + what the reader is trying to achieve)
• Category: (SEO / Google Ads / PPC / Facebook Ads / Email Marketing / Website Design / Social Media / Strategy / Growth)
• Style spec: (optional)
• Audience + industry: (optional)
• Location focus: (optional)
• Internal service to prioritise: (optional)

How these inputs affect the finished article (and why it matters)

It can be tempting to treat “keyword” and “intent” as admin details. In reality, they determine the page’s structure and whether it will compete.

Keyword determines topical boundaries

A page can’t be the best answer to every query. The focus keyword defines the boundaries: what to include, what to leave out, and what deserves a separate article. That separation is important for SEO because it helps avoid multiple pages competing for the same terms (keyword cannibalisation).

Intent determines format, depth, and CTA strength

Two pages can target similar keywords but require completely different experiences:

• Informational intent: prioritise clarity, definitions, steps, and FAQs.
• Commercial intent: prioritise comparisons, criteria, pitfalls, and “how to choose”.
• Transactional intent: prioritise trust signals, process, deliverables, and friction-free CTAs.

When intent is correctly matched, users stay longer, engage more, and are more likely to take the next step—signals that can support stronger performance over time.

Audience and geography prevent generic writing

Search engines increasingly reward relevance. The optional inputs (audience type, industry, UK focus) help avoid content that reads like it could belong to any brand. Specificity improves usefulness—and usefulness is what earns links, engagement, and conversions.

Where Atlas MKT fits: turning briefs into performance

A brief is only valuable if it results in measurable outcomes: qualified traffic and meaningful actions. Atlas MKT focuses on SEO as a performance channel, not a content publishing exercise. If you’re exploring support beyond content production—technical improvements, on-page strategy, and prioritised recommendations—see our SEO services for how we approach sustainable growth.

And because rankings alone don’t pay the bills, it’s worth considering what happens after the click. If your content is attracting visitors but enquiries are inconsistent, the issue is often page experience, messaging, or friction in the journey. In those cases, improvements in layout, copy hierarchy, and UX can make a significant difference—supported by website design that converts.

FAQ

What counts as a good focus keyword?

A good focus keyword is one specific phrase that matches how someone searches and maps to one core problem and one type of solution. It should be narrow enough that a single page can genuinely be the best answer, but common enough that the topic has real demand.

What do you mean by search intent?

Search intent is the reason behind a query: whether the user wants to learn something, compare options, take action, or find a specific brand/page. Intent shapes the angle, structure, and how strongly the content should guide the reader to a next step.

Can you pick the keyword for me?

Yes. Share your service, audience, and location focus, and we can propose a shortlist of focus keywords and supporting topics. If you have any existing data (such as Google Search Console queries or paid search terms), that can improve accuracy.

How many supporting keywords should a page include?

Supporting keywords are useful when they represent natural subtopics the reader expects. There’s no ideal number to “include”. Instead, we use them to ensure the article answers related questions and covers the topic comprehensively without repeating the same phrase unnaturally.

What if the intent seems mixed?

Some keywords have blended intent (for example, users want both a definition and a provider). In that case, we’ll recommend either (1) choosing the dominant intent for that specific page, or (2) splitting into separate pages—one informational guide and one service-led page—to avoid a confusing experience.

Ready to brief your next SEO article?

If you send the focus keyword and intent (plus any optional details you have), we’ll shape the brief around outcomes—rankings that attract qualified traffic and content that supports conversion.

Next step: Get Started and share your keyword + intent using the template above.