A brief that says "write 1,500 words about email marketing" will get you 1,500 words about email marketing. It won't get you a page that ranks, because it doesn't tell the writer what the page needs to beat.

Start with intent, not word count

Before specifying length, we specify intent: is the searcher comparing options, looking for a how-to, or ready to buy? Each pulls a different content format, and mismatching format to intent is one of the most common reasons well-written content still doesn't rank.

A comparison-intent query needs a comparison. A how-to query needs steps a reader can actually follow. Guessing wrong here means the page competes against a format Google has already decided isn't what searchers want.

What we put in every brief

  • Primary keyword and 3–5 secondary keywords the page should naturally cover
  • Search intent classification, backed by what's actually ranking in the top 5 right now
  • Content gaps, questions the top-ranking pages don't answer well, or answer superficially
  • Recommended structure (headings) based on what's earning featured snippets or People Also Ask placement
  • Internal linking targets, which existing pages should link to this one, and what anchor text to use

Competitive gaps matter more than word count

Word count is a byproduct of depth, not a target in itself. We look at what the top 3 ranking pages cover and specifically call out what they're missing, a step they skip, a use case they don't address, data they don't cite. That gap is usually the actual opportunity, and it's worth more than padding a page to hit an arbitrary number.

A precise 900-word page that closes a real content gap will outrank a vague 2,500-word page nine times out of ten.

Handing it to a writer who doesn't know SEO

A brief built this way works even with a writer who has no SEO background, because the strategic thinking is already done. Their job becomes writing well within a structure that's already been validated against the SERP, which is a much easier brief to execute than "write about X and make sure to rank."