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".
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".
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Identify missing, thin, or outdated sections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Quality gaps: outdated info, no expert perspective, poor formatting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:
Title tag (near the front)
H1 tag (near the front)
URL slug
Meta description
First paragraph / first 100 words
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
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.
