| type | playbook |
| name | seo-content-engine |
| description | Build and run an SEO content engine: audit current state, identify gaps, build keyword architecture, generate content calendar, draft content.
|
SEO Content Engine
Build a compounding SEO content engine for a client: audit → gap analysis → keyword architecture → content calendar → content drafting → publishing pipeline.
When to Use
- "Build an SEO content strategy for [client]"
- "Create a content engine for [company]"
- "What content should [company] be publishing?"
Prerequisites
- Client website URL
- Client context.md with ICP, value props, positioning
- Top competitors identified (from intelligence package or manually)
Steps
1. Audit Current State
Skill: seo-content-audit (orchestrates site-content-catalog + seo-domain-analyzer + brand-voice-extractor)
Run the full SEO audit to understand:
- Current content inventory (what exists, by type and topic)
- Domain authority, organic traffic, keyword rankings
- Competitive gap matrix (what competitors rank for that the client doesn't)
- Brand voice profile (writing style to match)
Skill: aeo-visibility
Test AI answer engine visibility for key queries.
Output: Complete picture of where the client stands in search.
2. Identify Content Gaps
From the audit, identify:
Competitive gaps: Keywords competitors rank for that the client doesn't
Funnel gaps: Missing content at TOFU, MOFU, or BOFU stages
Topic gaps: Industry/vertical content that doesn't exist
Comparison gaps: Missing "vs" pages and "alternatives" pages
Prioritize by: search volume x commercial intent x competitive difficulty.
3. Build Keyword Architecture
Organize target keywords by funnel stage:
- TOFU (awareness): "what is [category]", "[category] use cases", "how to [solve problem]"
- MOFU (evaluation): "[category] comparison", "how to choose [solution]", "[compliance/technical] requirements"
- BOFU (decision): "[Company] vs [Competitor]", "[Competitor] alternatives", pricing guides, migration guides
Map each keyword cluster to a content type (blog post, landing page, guide, comparison page).
4. Create Content Calendar
Build a prioritized content calendar:
- Week 1-2: Highest-urgency BOFU pages (comparison pages, especially if competitors are publishing attack content)
- Week 2-4: Core MOFU guides and evaluation content
- Week 4-8: TOFU awareness content and programmatic SEO templates
- Ongoing: 2-3 editorial pieces per week
5. Draft Content
Skill: content-asset-creator (for landing pages, reports, one-pagers)
Method: AI-assisted drafting with brand voice matching (from brand-voice-extractor output)
For each content piece:
- Match the client's brand voice and style
- Include target keywords naturally
- Build internal linking to related content
- Include clear CTAs
- Add structured data / schema markup recommendations
6. Build Internal Linking Architecture
Design the linking structure:
- TOFU pages link to related MOFU pages
- MOFU pages link to BOFU pages (comparison, pricing)
- BOFU pages link to product/signup
- All pages link to relevant pillar content
7. Publish & Monitor
- Publish on client's blog/site (or provide drafts for client to publish)
- Track: organic traffic by page/cluster, rankings by keyword, content-to-signup conversion
- Monthly: Review which content is ranking, which needs updates
Ongoing Cadence
- Weekly: Publish 2-3 pieces, monitor rankings
- Monthly: Review content performance, update calendar, refresh underperforming pages
- Quarterly: Re-run seo-content-audit to measure progress and identify new gaps
Human Checkpoints
- After Step 2: Review gap analysis and priority recommendations
- After Step 4: Review content calendar before drafting
- After Step 5: Review content drafts before publishing
