Information gain
The amount of genuinely new information a document adds beyond what the user has already seen in other results for the same query.
ContentSEO brief
Content brief
A specification given to a writer covering the target query set, intent, required subtopics, angle, sources, internal links and success criteria.
In full
A good brief encodes the SERP analysis so the writer does not have to redo it, and states what the piece must contribute that competing pages do not. Weak briefs are keyword lists with word counts, which produce interchangeable content. Briefs should also name the internal links in and out, so the page enters the site's link graph properly from day one.
Example
A brief specifies three expert quotes, the two datasets to cite, five subtopics the top results all miss, and four internal links to add.
Related terms
SERP intent match
The practice of inferring what Google rewards for a query by analysing the page types, formats and features currently ranking, and…
Internal linking
Links between pages on the same site, which control crawl paths, distribute link equity, and communicate topical relationships and page…
Editorial guidelines
A published statement of how a publisher sources, reviews, corrects and discloses its content, supporting trust for readers, raters and AI…
Topic cluster
A content model where one broad pillar page links to and from many specific supporting pages covering subtopics of the same subject.