seo-content-brief

name	seo-content-brief
description	SEO content brief — turn a target keyword into a writer-ready outline by analyzing the top-ranking competitors, finding their content gaps, and specifying H2/H3 structure, word targets, FAQs, and E-E-A-T requirements. Feeds the seo-writing pipeline (Stage 2).
allowed-tools	Read, Write, Glob, Grep, WebSearch, WebFetch

SEO Content Brief — Competitor-Beating Outlines

A brief isn't a topic and a word count. It's a blueprint that guarantees the article covers everything the top 3 competitors cover AND the gaps they miss — before a single sentence is written.

When this skill activates

Implicit: "write a content brief for [keyword]", "outline an article that beats the competition", "what should this article cover". Explicit: "Use the seo-content-brief skill to [task]." Routed from: [[seo-writing]] Stage 2, /mk:seo keywords.

Scope

Covers:

• SERP + top-3-competitor analysis (headings, depth, word count).
• Content-gap detection (what everyone misses).
• Outline: H2/H3 structure, per-section word targets + writer notes.
• Sapo (lede), FAQ block from People Also Ask.
• E-E-A-T requirements (author signal, sources, original insight).

Does NOT cover:

• The cluster/tree structure → [[seo-cluster]].
• Writing the body → [[seo-content]] / [[seo-writing]] Stage 3.
• On-page meta (title tag, slug) → [[seo-writing]] Stage 4.

The brief pipeline

1. SERP the target keyword (locale-aware) → top 3 organic URLs.
2. Extract skeletons — for each URL: h1, all h2/h3, word_count, meta_description. Headings only (token saver).
3. Gap analysis — what do all 3 miss or treat shallowly? These become your edge sections.
4. Build the outline — union of competitor sub-topics (never thinner) + gap sections (the edge), ordered by intent.
5. Set targets — per-H2 estimated_words summing to ≈ 1.2–1.5× the longest competitor; a note_for_writer per section (angle, real data to inject, what to avoid).
6. FAQ + sapo — 3–6 PAA questions with bullet answer-points; a keyword-first 2–3 sentence lede.

Brief schema

{
  "h1": "final H1, compelling + keyword-rich",
  "sapo": "2–3 sentence lede, keyword in sentence 1, no fluff",
  "sections": [
    { "h2": "...", "h3_list": ["...","..."], "estimated_words": 300,
      "note_for_writer": "angle / real data to use / what to avoid" }
  ],
  "faqs": [ { "question": "...", "answer_points": "• ...\n• ..." } ]
}

E-E-A-T requirements (bake into every brief)

Signal	What the brief must specify
Experience	First-hand angle — a test, a process, a real observation to include
Expertise	Depth markers — named techniques, specifics, correct terminology
Authoritativeness	Sources to cite (link out to authorities); original data/insight to add
Trust	Author with credentials; visible date; no unsupported claims

Key concepts

• Content gap — the section your competitors don't have; the reason to rank above them. Force ≥2 per brief.
• Search intent ordering — sequence sections the way the searcher's need unfolds: definition → how → compare → troubleshoot.
• Depth over length — the word target is a guide, not a padding quota. A brief that specifies specificity (data, examples) beats one that just says "1500 words".

Output

• The brief JSON/markdown, written to plans/marketing/<site>/briefs/<slug>.brief.md.
• Kept for audit + re-writes (a rewrite in the pipeline re-uses the brief).

Cross-references

• plans/marketing-context.md — required hub (business context, forbidden words)
• [[seo-writing]] — consumes this as Stage 2 (Analyst prompt lives there)
• [[seo-cluster]] — provides the node this brief expands
• [[seo-content]] — E-E-A-T quality bar for the eventual body
• .claude/workflows/marketing-rules.md — content quality rules (§3 E-E-A-T)

Provenance

Imported from AgriciDaniel/claude-seo and adapted for KitForge. The competitor-gap + outline method matches the seo-writing pipeline's Analyst stage (Stage 2).