Problem keywords: What pain does this solve? ("team missing deadlines", "project overruns")
Comparison keywords: "[Product A] vs [Product B]", "[Product] alternatives"
Search Intent Classification
For each keyword, classify intent:
Intent
Signal Words
Content Type
Informational
how to, what is, guide, tutorial, why
How-to guide, explainer, tutorial
Commercial
best, top, review, comparison, vs
Listicle, comparison, review
Transactional
buy, pricing, discount, free trial, download
Product page, landing page
Navigational
[brand name], login, support, docs
Brand page (skip — low value)
Competition Analysis (Using Web Search)
For each target keyword:
Step 1: Search the exact keyword
Step 2: Analyze top 5 results:
- What type of content ranks? (listicle, guide, review)
- What's the average word count? (check article length)
- What subtopics do ALL top results cover? (table stakes)
- What subtopics do NONE cover? (your opportunity)
- Who wrote them? (big brand = harder, niche blog = beatable)
Step 3: Score opportunity:
- Mostly forums/Reddit in top 5 = HIGH opportunity (no dedicated content)
- All big brands (Forbes, HubSpot) = LOW opportunity (hard to outrank)
- Mix of niche sites = MEDIUM opportunity (winnable with better content)
# Content Brief: [Title]
**Target keyword**: [primary keyword]
**Secondary keywords**: [3-5 related terms to weave in naturally]
**Search intent**: [informational/commercial/transactional]
**Target word count**: [based on competitor analysis]
**Content type**: [guide/listicle/comparison/review/case study]
## Audience
- Who is searching this? [persona]
- What do they already know? [beginner/intermediate/advanced]
- What do they want to DO after reading? [action]
## Must-Cover Subtopics (from competitor analysis)
1. [Topic all competitors cover — table stakes]
2. [Topic all competitors cover — table stakes]
3. ...
## Differentiation Angles (our edge)
1. [Topic NO competitor covers — our advantage]
2. [Fresh data/perspective they're missing]
3. [Practical template/tool they don't provide]
## Internal Links
- Link TO: [existing content on your site]
- Link FROM: [update these older articles to link to this one]
## CTA
- Primary: [what should the reader do?]
- Secondary: [email signup, related article, tool]
Each cluster article links back to the pillar. The pillar links to all clusters. This builds topical authority.
3. Writing Framework
Article Structure (The HBCFC Formula)
Every article follows this skeleton:
H — Hook (first 100 words)
Open with a specific stat, question, or bold claim
NO generic intros ("In today's fast-paced world...")
State what the reader will get and why it matters
Include primary keyword naturally in first paragraph
B — Bridge (setup the problem)
Acknowledge the reader's pain or goal
Show you understand their situation
Create tension: "Most advice on X misses Y"
Transition to your solution
C — Core Content (the meat — 80% of word count)
Use H2s for major sections, H3s for subsections
Every H2 should work as a standalone answer to a question
Include at minimum:
One data point or stat per section (search for current data)
One practical example or template per major section
One "pro tip" callout per 500 words
Bullet lists for scannable items (readers skim)
Natural keyword placement: primary keyword in 2-3 H2s, secondary keywords in H3s and body
F — FAQ Section (5-7 questions)
Pull from "People Also Ask" in search results
Answer concisely (40-60 words each)
Include primary/secondary keywords naturally
This section generates FAQ rich snippets in Google
C — Conclusion + CTA (final 150-200 words)
Summarize 3 key takeaways (bullet points)
Restate the primary keyword naturally
Clear call to action (one CTA only — don't dilute)
Writing Rules
Sentence variety: Mix short (5-8 words) with medium (12-18) and occasional long (20-25). Never three long sentences in a row.
Paragraph length: 2-4 sentences max. One-sentence paragraphs are fine for emphasis.
Active voice: "The tool analyzes data" not "Data is analyzed by the tool"
Specific > vague: "Increased conversions by 34%" not "significantly improved results"
No filler phrases: Cut "it's important to note that", "in order to", "at the end of the day"
Transition words: Use sparingly and vary them. Not every paragraph needs "However" or "Additionally".
Read-aloud test: If it sounds robotic when read aloud, rewrite it.
Keyword Integration (Natural Placement)
✅ DO:
- Primary keyword in title (H1)
- Primary keyword in first 100 words
- Primary keyword in 1-2 H2 headings
- Primary keyword in conclusion
- Secondary keywords scattered in body (1-2 each)
- Semantic variants throughout (synonyms, related phrases)
❌ DON'T:
- Use exact keyword more than 1x per 200 words
- Force keywords into headings where they sound unnatural
- Use the same keyword phrase 3x in one paragraph
- Stuff keywords in image alt text unnaturally
4. On-Page SEO Checklist
Run this checklist on every article before publishing:
Title Tag (H1)
Contains primary keyword (preferably near the beginning)
Under 60 characters (won't get truncated in search)
Compelling — would YOU click this in search results?
Includes a power word (ultimate, complete, proven, essential)
Includes current year if relevant (e.g., "Best X in 2026")
Meta Description
150-160 characters
Contains primary keyword
Includes a benefit or outcome
Has a call to action ("Learn how", "Discover", "Find out")
Unique (not duplicated from another page)
URL Slug
Short (3-5 words)
Contains primary keyword
No stop words (the, and, of, etc.)
Hyphens between words
Example: /best-project-management-tools
Headings
Only ONE H1 (the title)
H2s for major sections (5-8 per article)
H3s for subsections within H2s
At least 2 H2s contain primary or secondary keywords
Headings are descriptive (not "Part 1", "Section A")
Content
Minimum 1,500 words (2,000+ for competitive keywords)
Primary keyword appears 4-8 times naturally
Secondary keywords appear 1-3 times each
At least one internal link per 500 words
At least 2-3 external links to authoritative sources
Images every 300-500 words (stock photos, diagrams, screenshots)
All images have descriptive alt text
Technical
Schema markup defined (Article type at minimum)
Table of contents for articles over 2,000 words
Mobile-friendly formatting (no wide tables, reasonable image sizes)
# Best [X] for [Y] in [Year]
[Hook: Stat about the problem or market size]
[Bridge: Why choosing the right X matters for Y]
## Quick Comparison Table
| Product | Best For | Price | Rating |
|---------|----------|-------|--------|
## 1. [Product Name] — Best Overall
### Why It Stands Out
### Key Features
### Pricing
### Who It's For
### Downsides
[Repeat for 7-10 products]
## How We Evaluated
[Methodology — builds trust]
## FAQ
## Final Verdict
Template B: "How to [X]" Guide
# How to [X]: Step-by-Step Guide ([Year])
[Hook: What you'll achieve by the end]
[Bridge: Common mistakes people make with X]
## What You'll Need
[Prerequisites, tools, time estimate]
## Step 1: [Action Verb + Outcome]
[Detailed instructions]
[Screenshot or example]
[Pro tip callout]
[Repeat for each step]
## Common Mistakes to Avoid
## Advanced Tips
## FAQ
## Next Steps
Template C: "[X] vs [Y]" Comparison
# [X] vs [Y]: Which Is Better in [Year]?
[Hook: The core difference in one sentence]
[Bridge: When to choose X vs Y]
## Quick Verdict
[TL;DR comparison — who should choose what]
## Overview Comparison
| Feature | X | Y |
|---------|---|---|
## [Feature Category 1]: [X] vs [Y]
### How [X] Handles It
### How [Y] Handles It
### Winner: [X/Y] because [reason]
[Repeat for 5-7 feature categories]
## Pricing Breakdown
## Who Should Choose [X]
## Who Should Choose [Y]
## FAQ
## Our Recommendation
Template D: Ultimate Guide (Pillar Page)
# The Ultimate Guide to [Topic] ([Year])
[Hook: Why this topic matters now]
[Bridge: What this guide covers that others don't]
## Table of Contents
## Chapter 1: [Foundational Concept]
[Explain the basics — link to cluster article for deep dive]
## Chapter 2: [Core Strategy]
[Main approach — link to how-to cluster]
## Chapter 3: [Tools & Resources]
[Curated list — link to comparison cluster]
## Chapter 4: [Advanced Techniques]
[Expert-level tactics]
## Chapter 5: [Common Mistakes]
[What to avoid — link to mistakes cluster]
## Chapter 6: [Case Studies / Examples]
[Real-world applications]
## FAQ (10-15 questions for this one)
## Conclusion + What to Do Next
6. Content Optimization Workflow
Pre-Publish Optimization
1. READABILITY CHECK
- Flesch Reading Ease: aim for 60-70 (8th-9th grade level)
- No paragraphs over 4 sentences
- No sentences over 25 words without a break
- Subheading every 250-300 words
2. KEYWORD DENSITY CHECK
- Primary keyword: 0.5-1.5% density (not higher)
- If over 1.5%: replace some instances with synonyms
- If under 0.5%: add naturally in body paragraphs
3. LINK AUDIT
- Internal links: 3-5 per 1,500 words minimum
- External links: 2-3 to authoritative sources (.gov, .edu, industry leaders)
- No orphan pages (every article linked from at least one other)
4. MEDIA CHECK
- Featured image with alt text
- In-content images/diagrams every 300-500 words
- Tables where data comparison exists
- Callout boxes for key takeaways
5. CTA CHECK
- One primary CTA (not competing CTAs)
- CTA appears at end and optionally mid-article
- CTA is specific ("Download the template" not "Learn more")
Post-Publish Actions
1. INDEX REQUEST
- Submit URL to Google Search Console
- Share on social media (generates initial signals)
2. INTERNAL LINKING UPDATE
- Find 3-5 existing articles related to this topic
- Add contextual links from those articles to this new one
- This distributes link equity and helps discovery
3. MONITOR (Week 1-4)
- Track ranking position for target keyword
- Monitor organic impressions in Search Console
- Check bounce rate and time on page
4. UPDATE CYCLE
- Refresh content every 6-12 months
- Update stats, add new sections, improve based on search performance
- Articles that rank page 2 (positions 11-20) = highest ROI to update
7. Content Scoring Rubric
Score every article before publishing (aim for 85+):
Criteria
Points
How to Score
Keyword optimization
/15
Title + H2s + natural body placement
Content depth
/20
Covers all subtopics competitors cover + unique angles
Readability
/15
Short paragraphs, varied sentences, scannable
Practical value
/15
Templates, examples, actionable steps (not just theory)
Structure
/10
Clear H2/H3 hierarchy, logical flow, TOC for long articles
Internal links
/5
3+ contextual internal links
External links
/5
2+ authoritative external references
Media
/5
Images, tables, or diagrams present
Meta tags
/5
Title < 60 chars, description 150-160 chars, both include keyword
