How to create a brief for SEO
Brief – a list of questions that an agency asks the client to share before starting work. These are questions about the business, the features of the project, the product or service, the target audience, and competitors – everything that will help them to understand the essence and goals of the project. Also in the brief, the client describes what they are looking to achieve and the vision of this campaign.
The next stage is the technical task, the agency draws up the technical assignment based on the brief; analyzes the client’s feedback, and proposes specific solutions and tools. Why does an agency need a brief?
To understand the client’s business or product, what KPIs he wants to achieve, what goals to fulfill.
Estimate the scope of work and offer the competitive costs and time frame.
SEO brief Q&As
Search engine optimization service is not an easy and quite large-scale task; therefore, it is recommended to cover all possible details.
Brief top page; indicate the main data: contact person, submission date, methods of communication, company name and a link to the site that needs optimization, the project budget (you can specify a price range), and the desired time frame. SEO is a long-term job, and it’s better to work on a monthly budget or retainer. Allocate separate budgets for external and internal promotions.
It is advisable to indicate the full scope of services provided by the company. This is necessary in order to compose a more complete semantic core and advance on all user requests related to the company’s activities.
1. Goal setting. For example, to reach the top 10 search engine keywords, increase the number of unique visitors, overtake competitors in your area, go to another geolocation increase the number of leads and sales from the website, change the internal structure and make the site more convenient. If there is an understanding of the desired technical indicators and figures, for example, at least 3000 visitors per month, at least 50 applications per month, and so on, they must also be mentioned.
2. Promotion or advertisement history. Information about how and when the website was promoted earlier, who did the work, what results were achieved
3. List of keywords. This data can be available from previous vendors or was compiled by the company. Attach your document to the brief.
4. Direct competitors. It is recommended to provide links to their sites so the agency can study stats, indicators, tactics, and adverting tools to understand options for further optimization.
5. Who is the target audience for the product or service. It is ideal to describe in detail all segments of the target audience: gender, age, purchasing power, place of residence.
Overall, the brief is a fairly customized form, there are no specific requirements here. You can answer the questions in your own words. There are no special guidelines for the design either: use Word, Google Docs, Google Forms, or anything you are comfortable with.
