Use this when
content brief, write a brief, content outline, blog brief, service page brief.
Process
Two modes. Improve mode (an existing page URL is given): fetch it, identify what's already strong and should be kept, and identify what's missing, thin, or outdated — recommend targeted improvements over a full rewrite when they'll win. New-page mode (a keyword or topic with no existing page): use the site's homepage or sitemap for business context and build the brief from scratch.
Fetch the target site's homepage and sitemap first — this isn't optional context, it's what makes every subsequent suggestion credible. Two hard rules follow from it: the Website Relevance Rule (every heading, subtopic, and FAQ suggested must be something this specific site can credibly deliver on — before each suggestion, ask "can this website actually do this?" and drop it if not), and the Site Structure Coverage Rule (when briefing a hub/category/"types of" page, the outline must reference every relevant category that actually exists on the site, no invented categories and no omissions, since the page needs to work as a real hub).
Identify the top 5 real competitors for the target keyword (filter out non-competitors: Wikipedia, Reddit, Amazon, YouTube, government sites, job boards, social platforms), and score each on Depth/Formatting/SEO/UX (1-10 each). Classify gaps as topic (subtopics missed entirely), depth (covered but shallow), or quality (outdated, no expert perspective).
Classify search intent (informational, commercial, transactional, navigational) and the SERP format Google rewards for it (long-form guide, listicle, comparison table, landing page, FAQ, video).
Keyword placement: the primary keyword belongs in the title, H1, URL slug, meta description, first 100 words, and at least one image alt text — it does not need to appear in every H2 or every paragraph. Title tags run 50-60 characters with the keyword near the front and the brand last; meta descriptions run 130-150 characters, active voice, no brand name at the end, no quotes (Google truncates at them).
Every brief must state, specifically, what new value this content adds that no current ranking page provides — proprietary data, a real case study, an expert quote, an original synthesis — never "more detail" or "better formatting" as the answer.
Never mention researcher names, framework names, or tool names in the output itself (no "the Ben Goodey method," no "Princeton GEO") — these are internal thinking aids, not something a business owner reading the brief needs to see.
Output in the fixed structure: Search Intent, Competitor Analysis table, Content Gaps and Opportunities, Winning Outline (H1, URL slug, target word count, full H2/H3 with per-section word counts and keyword guidance), Recommended Meta Tags, Unique Angle and Information Gain, E-E-A-T Requirements, Internal Linking Opportunities. If the user asks for just an outline, skip the competitor table, gaps, information-gain, and E-E-A-T sections and output the outline alone.