seo-content-strategist

# SEO Content Strategist

## Overview

Transform SEO from keyword-stuffing to strategic content architecture that builds topical authority and captures search intent. This skill encodes the frameworks for keyword research, content gap analysis, and content brief creation that separate pages that rank from pages that don't.

## When to Use This Skill

- **Content strategy development** — Building a comprehensive SEO content plan
- **Keyword research** — Identifying high-value keyword opportunities
- **Content gap analysis** — Finding topics competitors cover that you don't
- **Content brief creation** — Specifying what a piece of content needs to rank
- **Content optimization** — Improving existing content for better rankings
- **SERP feature targeting** — Optimizing for featured snippets, PAA, etc.

## Keyword Research Framework

### The Intent-First Approach

Don't start with keywords—start with search intent.

| Intent Type | Searcher Goal | Content Format | Conversion Potential |
|-------------|---------------|----------------|---------------------|
| **Informational** | Learn something | Guide, how-to, explainer | Low (top-of-funnel) |
| **Navigational** | Find a specific site | Brand page, login | Medium (existing awareness) |
| **Commercial Investigation** | Compare options | Comparison, review, "best" | High (mid-funnel) |
| **Transactional** | Take action | Product page, pricing, signup | Highest (bottom-funnel) |

### Keyword Evaluation Criteria

For each keyword opportunity, assess:

| Factor | Question | Scoring |
|--------|----------|---------|
| **Volume** | How many people search this monthly? | Higher = better (with context) |
| **Difficulty** | How hard is it to rank? | Lower = better (especially starting out) |
| **Intent Match** | Does it align with what we offer? | Must be clear fit |
| **Business Value** | Will ranking drive meaningful outcomes? | Revenue potential |
| **SERP Features** | What opportunities exist beyond #1? | Featured snippets, PAA, etc. |
| **Current Position** | Are we already ranking? | Optimization vs. new content |

### Keyword Prioritization Matrix

Plot keywords on two axes:

```
                    HIGH BUSINESS VALUE
                           │
    Quick Wins             │           Priority Targets
    (Low difficulty,       │           (High difficulty,
     medium value)         │            high value)
                           │
─────────────────────────────────────────────────────────
    LOW DIFFICULTY         │                HIGH DIFFICULTY
                           │
    Fill-in Content        │           Long-term Plays
    (Low difficulty,       │           (High difficulty,
     lower value)          │            medium value)
                           │
                    LOW BUSINESS VALUE
```

**Priority order:**
1. Priority Targets (high value, achievable difficulty)
2. Quick Wins (easier wins, build momentum)
3. Long-term Plays (invest for future)
4. Fill-in Content (complete coverage, low effort)

## Topical Authority Architecture

### Hub-and-Spoke Model

Build authority through content clusters:

```
                    ┌─────────────┐
                    │  PILLAR     │
                    │  (Hub Page) │
                    └──────┬──────┘
                           │
        ┌──────────────────┼──────────────────┐
        │                  │                  │
   ┌────▼────┐       ┌────▼────┐       ┌────▼────┐
   │ Cluster │       │ Cluster │       │ Cluster │
   │ Article │       │ Article │       │ Article │
   └────┬────┘       └────┬────┘       └────┬────┘
        │                  │                  │
   ┌────▼────┐       ┌────▼────┐       ┌────▼────┐
   │Supporting│      │Supporting│      │Supporting│
   │ Content │       │ Content │       │ Content │
   └─────────┘       └─────────┘       └─────────┘
```

**Pillar Page:** Comprehensive guide covering broad topic (2,000-5,000 words)
**Cluster Articles:** Deep-dives on specific subtopics (1,000-2,500 words)
**Supporting Content:** Related pieces, FAQs, updates (500-1,500 words)

### Internal Linking Rules

1. **Pillar links to all clusters** — Navigation and authority distribution
2. **Clusters link to pillar** — "Learn more about [broad topic]"
3. **Clusters link to related clusters** — Contextual connections
4. **Supporting content links up** — Points to cluster or pillar

### Topic Cluster Planning Template

| Pillar Topic | Target Keyword | Cluster Topics | Supporting Content |
|--------------|----------------|----------------|-------------------|
| AI Agents Guide | "ai agents" | Types of AI agents, How to build AI agents, AI agent use cases, AI agent frameworks | AI agent glossary, AI agent FAQ, AI agent news |

## Content Gap Analysis

### Competitor Content Audit Process

1. **Identify competitors** — 3-5 SEO competitors (may differ from business competitors)
2. **Crawl their content** — Use SEO tools to export their indexed pages
3. **Categorize by topic** — Group content into topic clusters
4. **Map to your content** — Identify what you have, don't have, and could improve
5. **Prioritize gaps** — Rank by business value and difficulty

### Gap Analysis Matrix

| Topic | Competitor A | Competitor B | Competitor C | We Have | Priority |
|-------|--------------|--------------|--------------|---------|----------|
| [Topic 1] | ✓ (ranking #2) | ✓ (ranking #5) | ✓ (ranking #3) | ✗ | High |
| [Topic 2] | ✓ (ranking #1) | ✗ | ✓ (ranking #8) | ✓ (ranking #12) | Medium |
| [Topic 3] | ✗ | ✗ | ✗ | ✗ | Opportunity |

### Content Quality Gap Assessment

For topics where you compete but underperform:

| Factor | Their Content | Our Content | Gap |
|--------|---------------|-------------|-----|
| Word count | 3,500 | 1,200 | Need depth |
| Sections covered | 12 | 5 | Missing subtopics |
| Images/media | 8 | 2 | Visual enhancement |
| Expert quotes | 3 | 0 | Credibility |
| Data/research | Original study | None | Primary research |
| Last updated | 2 months ago | 18 months ago | Freshness |

## Content Brief Framework

### Brief Structure

Every content brief should include:

#### 1. Target Overview
```
Primary Keyword: [keyword]
Search Volume: [monthly volume]
Keyword Difficulty: [score]
Current Ranking: [position or "not ranking"]
Target Position: [goal]
Search Intent: [informational/commercial/transactional]
```

#### 2. SERP Analysis
```
Featured Snippet: [Yes/No, type if yes]
People Also Ask: [List relevant questions]
Top 3 Results:
  #1: [URL] - [word count, key angles]
  #2: [URL] - [word count, key angles]
  #3: [URL] - [word count, key angles]
```

#### 3. Content Specifications
```
Recommended Word Count: [range]
Content Format: [guide, listicle, comparison, etc.]
Target Audience: [persona]
Conversion Goal: [CTA/next step]
```

#### 4. Outline Requirements

**Required Sections:**
- H1: [Exact or recommended headline]
- H2: [Required section 1]
  - H3: [Subsection if needed]
- H2: [Required section 2]
- H2: [Required section 3]
- [Continue...]

**Must Cover:**
- [ ] [Topic/question that must be addressed]
- [ ] [Topic/question that must be addressed]
- [ ] [Topic/question that must be addressed]

**Differentiation Angle:**
[What unique perspective, data, or expertise can we bring?]

#### 5. SEO Requirements
```
Primary Keyword Usage:
- Title: [Yes, placement guidance]
- H1: [Yes/variation]
- First 100 words: [Yes]
- H2s: [Use variations in 2-3 H2s]

Secondary Keywords: [List 5-10 related terms to include]

Internal Links:
- Link TO: [List pages to link to]
- Link FROM: [List pages that should link to this]

External Links: [Guidance on authoritative sources to cite]
```

#### 6. Media Requirements
```
Featured Image: [Description]
Supporting Images: [Number and types]
Video: [If applicable]
Infographic: [If applicable]
```

## SERP Feature Optimization

### Featured Snippet Targeting

**Snippet Types and Optimization:**

| Type | Trigger Queries | Optimization Approach |
|------|-----------------|----------------------|
| **Paragraph** | "what is", "why", definitions | 40-60 word direct answer after H2 |
| **List** | "how to", "steps", "ways to" | Numbered steps or bullet list |
| **Table** | Comparisons, data, specifications | HTML table with clear headers |
| **Video** | "how to" + visual topics | YouTube video with timestamps |

**Paragraph Snippet Template:**
```markdown
## What is [Topic]?

[Topic] is [40-60 word direct definition that answers the query completely]. 
[Additional context that adds value without being needed for the snippet].
```

**List Snippet Template:**
```markdown
## How to [Action]

To [action], follow these steps:

1. **[Step 1]**: [Brief description]
2. **[Step 2]**: [Brief description]
3. **[Step 3]**: [Brief description]
[Continue...]
```

### People Also Ask (PAA) Strategy

1. **Identify PAA questions** for your target keyword
2. **Create H2 sections** that directly match PAA questions
3. **Answer in first paragraph** under each H2 (40-60 words)
4. **Expand with detail** below the direct answer

**Example:**
```markdown
## How much does [Product] cost?

[Product] typically costs between $X and $Y per month, depending on 
the plan and features selected. Enterprise pricing is custom and 
generally starts at $Z annually.

[Detailed pricing breakdown, comparison table, etc.]
```

## Content Optimization Checklist

### On-Page SEO Checklist

**Title Tag:**
- [ ] Contains primary keyword
- [ ] Under 60 characters
- [ ] Compelling and clickable
- [ ] Unique across site

**Meta Description:**
- [ ] Contains primary keyword
- [ ] Under 155 characters
- [ ] Includes call-to-action
- [ ] Unique across site

**URL:**
- [ ] Short and descriptive
- [ ] Contains primary keyword
- [ ] No unnecessary parameters

**Content:**
- [ ] H1 contains primary keyword (or close variant)
- [ ] Primary keyword in first 100 words
- [ ] Secondary keywords used naturally
- [ ] Proper heading hierarchy (H1 → H2 → H3)
- [ ] Internal links to relevant content (3-5 minimum)
- [ ] External links to authoritative sources (1-3)
- [ ] Images have descriptive alt text
- [ ] Content answers search intent completely

**Technical:**
- [ ] Page loads under 3 seconds
- [ ] Mobile-friendly
- [ ] No broken links
- [ ] Schema markup where appropriate

### Content Quality Checklist

- [ ] Answers the primary query in the first section
- [ ] Provides depth beyond competitors
- [ ] Includes original insights, data, or examples
- [ ] Well-organized with scannable sections
- [ ] Free of grammar and spelling errors
- [ ] Includes relevant media (images, video, infographics)
- [ ] Has clear next step/CTA
- [ ] Updated date reflects accuracy

## Content Calendar Integration

### Publication Cadence Recommendations

| Site Stage | Monthly Content Volume | Focus |
|------------|----------------------|-------|
| New (0-50 posts) | 8-12 posts | Foundational topics, pillar pages |
| Growing (50-200 posts) | 4-8 posts | Cluster completion, gap filling |
| Established (200+ posts) | 2-4 new + optimization | Updates, new opportunities, refreshes |

### Content Calendar Template

| Publish Date | Title | Target Keyword | Cluster | Author | Status |
|--------------|-------|----------------|---------|--------|--------|
| [Date] | [Title] | [Keyword] | [Pillar/Cluster] | [Name] | Draft/Review/Scheduled |

## Resources

### references/
- **keyword-research-guide.md** — Detailed keyword research methodology
- **competitor-analysis.md** — SEO competitor analysis framework
- **technical-seo-checklist.md** — Technical SEO requirements
- **content-templates.md** — Templates for different content formats

### scripts/
- **brief-generator.py** — Generates content briefs from keyword inputs
- **gap-analyzer.py** — Identifies content gaps vs. competitors

### assets/
- **content-brief-template.docx** — Blank content brief format
- **content-calendar.xlsx** — Editorial calendar template
- **keyword-tracker.xlsx** — Keyword ranking tracking spreadsheet