You'll build comprehensive content briefs using Surfer SEO's SERP Analyzer and Content Editor to give writers everything they need to rank. This isn't about generic keyword lists — you're creating data-driven outlines that specify exact sections, word counts, and semantic keywords based on what's actually ranking in the top 10.
Content briefs prevent the endless back-and-forth between SEOs and writers. Instead of vague instructions like "write about X keyword," you'll deliver structured documents that spell out competitor gaps, required headings, and semantic terms that Google expects to see. The result is content that hits ranking targets on the first draft.
What You'll Need
A Surfer SEO subscription with access to both SERP Analyzer and Content Editor tools. You'll need your target keyword and a clear understanding of your content's primary search intent. If you're creating briefs for writers, prepare a template document where you'll compile all the research.
Step 1: Analyze SERP Competition
Time: 10 minutes | Tool: Surfer SEO Launch Surfer's SERP Analyzer and enter your target keyword. The tool pulls real-time data from Google's top 20 results, giving you the foundation for your brief. Pay attention to the "Common Words" section — these aren't just related keywords, they're semantic signals Google expects in comprehensive content. Check the average word count displayed in the overview. This number isn't arbitrary — it reflects what Google considers sufficient depth for your topic. If the average is 2,400 words but you're planning 800, you're fighting an uphill battle. The SERP Analyzer also reveals content gaps by showing which topics competitors cover inconsistently. Look at the "Questions" tab to identify subtopics your competitors address. These questions often become H2 sections in your content outline. Don't just copy them — prioritize questions that multiple top-ranking pages answer, as these signal strong topical relevance.
Step 2: Map Content Structure from Top Performers
Time: 15 minutes | Tool: Surfer SEO Click into individual competitor analysis within SERP Analyzer to examine how top-ranking pages structure their content. Surfer shows you the heading hierarchy of each competitor, revealing patterns in how successful content organizes information. Most top performers follow similar structural approaches for good reason. Document recurring H2 sections across the top 5 results. If 4 out of 5 competitors include a "Benefits" section, that's not coincidence — it's what users expect. Note the order of these sections too. Pages that rank #1-3 often sequence information in ways that match user search journey stages. Export the heading analysis or manually compile the most common H2s and H3s. This becomes your content outline skeleton. But don't stop at headings — note which competitors dedicate the most words to each section, as this indicates topical importance.
Step 3: Extract Semantic Keywords and Entities
Time: 10 minutes | Tool: Surfer SEO Switch to the Content Editor by entering your target keyword and location (if relevant). Surfer's Content Editor generates a comprehensive list of terms and phrases that should appear in your content, weighted by importance. These aren't just keywords — they're semantic signals that help Google understand your content's depth and relevance. The term list includes primary keywords (use 2-3 times), secondary keywords (use 1-2 times), and entity mentions (use as naturally as possible). Green terms are essential — missing these hurts your content score significantly. Yellow terms provide additional context and topical breadth. Don't ignore the "Questions to Answer" section in Content Editor. These represent search intent variations that comprehensive content addresses. Including answers to these questions doesn't just improve your content score — it increases your chances of capturing featured snippets and People Also Ask boxes.
Step 4: Set Word Count and Content Depth Requirements
Time: 5 minutes | Tool: Surfer SEO Use Surfer's recommended word count as your content length target, but understand the reasoning behind it. The algorithm analyzes top performers and calculates optimal length based on topic complexity and competition level. Going significantly under this number means missing semantic coverage that Google expects. Break down word count by section based on competitor analysis. If top performers dedicate 400 words to "How to Choose" sections, that's your benchmark for coverage depth. This prevents writers from treating all sections equally when some clearly require more comprehensive coverage. Document specific content types that perform well for your keyword. If top results include comparison tables, step-by-step lists, or case studies, specify these formats in your brief. Content format influences user engagement signals, which impact rankings indirectly.
Step 5: Identify Content Gaps and Opportunities
Time: 10 minutes | Tool: Surfer SEO Compare your competitors' coverage using the SERP Analyzer's content gap analysis. Look for subtopics that only 1-2 competitors address — these represent opportunities to provide more comprehensive coverage than current top performers. But prioritize gaps that align with search intent, not random additions. Check which competitors rank for related keywords using Surfer's keyword suggestions. If a competitor ranks for your target keyword plus 15 related terms, they've achieved topical authority that your content needs to match. Include these related topics as supporting sections in your brief. Note formatting elements that competitors use inconsistently. If only half the top results include FAQ sections or comparison tables, adding these elements gives you a competitive edge. These gaps often represent quick wins for outranking established competitors.
Step 6: Compile the Complete Brief Document
Time: 10 minutes | Tool: Content Brief Template Structure your brief with clear sections: target keyword, search intent, content outline (with word count per section), required semantic terms, competitor examples, and specific formatting requirements. Don't assume writers understand SEO implications — spell out why each element matters for rankings. Include screenshots from Surfer showing your target content score and the semantic term requirements. Visual references prevent misinterpretation and give writers confidence they're hitting the right targets. Specify which terms must appear in headings versus body content. End your brief with success metrics: target content score in Surfer (aim for 75+), required semantic coverage, and specific SERP features to target (featured snippets, People Also Ask, etc.). Clear success criteria eliminate guesswork and align expectations between SEO strategy and content execution.
Pro Tips
Set content score targets of 75-85 rather than aiming for 100 — over-optimization can make content read unnaturally. Use Surfer's real-time scoring during content creation to track progress, but don't sacrifice readability for algorithm compliance. The best-performing content balances optimization with genuine user value.
Common Pitfalls
Don't copy competitor outlines verbatim — Google rewards unique angles on comprehensive topics. Avoid including every single semantic term if it creates awkward phrasing. Surfer's suggestions are guidelines, not mandates. Writers who stuff every recommended term often create content that ranks poorly despite high content scores.
Expected Results
Your content briefs will produce first drafts that score 70+ in Surfer's Content Editor and require minimal SEO revisions. Writers will have clear direction on content depth, structure, and semantic coverage, reducing revision cycles from 3-4 rounds to 1-2 minor adjustments.
Quick Facts
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