A keyword list isn’t a content brief

By Peter Karpouzas
Giving a writer a list of keywords and asking for 600 words sounds straightforward. But what are they supposed to write? Who is going to read it? What does that person need help with? Those questions often get missed.
I’ve worked in search for more than 25 years. Keywords are useful, but they don’t tell a writer everything they need to know. A content brief should explain who the article is for, what it needs to answer and why someone would bother reading it.
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