How to Brief an SEO Copywriting Agency | Drive Better Search Results!
To get the best results from an SEO copywriting agency, start with a detailed content brief. Define your SEO goals, target audience, and brand voice. Share your company’s background, main products or services, and any past SEO performance data. Discuss your competitors and budget expectations early so writers can align content with your objectives. A clear, data-driven brief helps SEO copywriters create high-quality, human-written content that meets Google’s E-E-A-T standards and drives consistent organic growth.
Key Takeaways
A clear, detailed content brief helps SEO copywriters produce content that ranks and converts.
Define your SEO goals early to align the agency’s strategy with measurable business outcomes.
Sharing company details, audience insights, and competitor data strengthens your SEO content plan.
Transparent communication about budget and past SEO efforts ensures smarter, data-driven decisions.
Partnering with skilled, human SEO copywriters supports Google’s E-E-A-T standards and boosts long-term visibility.
Are you already working with an SEO content writing agency but not seeing the results you hoped for? Do you publish blogs regularly, yet your website still isn't getting the traffic it deserves?
There could be several reasons your website's visibility is tanking, even if you've partnered with a digital marketing company. More often than not, it comes down to one key factor: having a solid, well-planned content strategy.
At Sapphire SEO Solutions, our team of SEO copywriters, through our affordable SEO content writing services, can help build a thoughtful, data-driven strategy tailored to your goals. Before we put pen to paper, we take time to really get to know your business. From there, we craft a content plan that's designed to help you rise through the search rankings.
This quick guide will walk you through the essential conversations you should have with an SEO copywriting agency before signing any contracts. Stick with us to the end, as we will also cover some important insights that could make a real difference in driving organic traffic to your site.
Let's get started!
How to Brief an SEO Copywriting Agency: 6 Steps to Boost Your Search Engine Rankings
Working with an SEO copywriting agency can feel overwhelming, especially for small and medium-sized businesses.
Imagine this: you stretch your budget to invest in professional copywriting, only to hear from your marketing team a few months later that there's been little to no improvement in online visibility or search engine rankings.
Whether you're running your own business or managing digital marketing campaigns for someone else, one thing can make a big difference: a clear, focused content brief.
In fact, data from Ahrefs shows that 96.55% of the content across the internet receives no traffic from Google. This highlights the importance of having a great content strategy from the get-go.
Why? Because it helps writers write SEO copy that not only ranks on the first page of search engine results pages (SERPs) but also connects with your audience and drives results.
Since we’re on the topic of SEO content writing, don’t forget to check out our blog on “5 Key Elements of High-Performing SEO Copywriting Services” for tips and tricks to help your content stand out!
Here are the six steps to follow to help you brief an SEO copywriting agency the right way:
Step #1: Define Your SEO Goals
The key to building an effective content strategy is having an open conversation about your SEO goals with the agency you've hired. It's important to share your expectations regarding SEO copywriting services so the account manager can steer the writing team in the right direction.
When asked about their SEO goals, most businesses will quickly say they want to rank on the first page of the search results. That’s understandable given that data from Backlinko reveal that the top organic result captures about 27.6% of clicks.
Ranking on the first page is a great goal to have. But it helps to go a little deeper. The more specific you are about what you want to achieve, the better the team can tailor the content to meet your top priorities.
Search engine algorithms can be a bit mysterious. They don't just look at relevant keywords (keyword research) but also consider the intent behind those keywords to serve content that drives high-quality traffic and leads to real results.
For example, one business might want to rank higher to boost sales, while another might be more focused on building credibility through thought leadership and authority-driven content.
What are you really hoping to get out of SEO copywriting? Should you hire a website content writer? Take a moment to think about your goals, then discuss them with the agency you've partnered with. Clear communication from the start can make all the difference.
Step #2: Provide Details About Your Company
SEO is about so much more than just doing thorough keyword research. It covers all the elements that boost your search visibility and help search engines understand what your business is all about.
For an SEO agency to really deliver results, it needs to get to know your business inside and out. That includes where you operate, which marketing channels you're using, what products or services you offer, and what makes your brand stand out.
The more an SEO agency understands your business, the better it can craft a solid SEO content strategy that improves your rankings and keeps your audience engaged and coming back for more.
Step #3: Talk About Your Target Audience
While a good agency can learn about your target audience over time, giving them a head start is always helpful. Sharing this information early on can save time when it comes to keyword research, keyword optimization, content refresh, and content creation.
Start by compiling a list of the customer groups you believe are your highest spenders. If you're targeting a specific area or an affluent neighborhood, make sure to mention that. The more details you provide, the better the agency can tailor the content to speak directly to the right people.
When your content connects with your target audience from the beginning, it sets the stage for stronger SEO performance and content that resonates with the readers.
Step #4: Discuss Your Competitors
As a business owner, you probably know your competitors better than any SEO agency ever could. When it comes to SEO, there are two main types of competition you should be aware of, and they are as follows:
Business competition: This refers to your direct competitors who are selling the same products or services and targeting the same audience as you. Local SEO can help you stand out!
Search competition: This includes companies that may not offer the same products or services but are still targeting keywords that overlap with your business.
Let's say you're selling touring bikes in Cleveland. Keep in mind that local search, according to DemandSage, accounts for around 22.6% of all web traffic, so winning in your specific area can have a big payoff.
You're obviously competing with other local shops offering the same thing. But at the same time, you might also be competing with online affiliates or content creators who are targeting the same keywords to promote those bikes.
A smart SEO strategy would include creating content focused on local SEO, helping you rank higher than nearby competitors. That said, it might make sense to let your affiliates take up some space in the organic search results, too.
Even if you earn a bit less per sale, they can still bring in customers without much extra effort on your end, saving you both time and money.
Speaking of business competition, be sure to check out our blog on mastering SEO for local businesses. It's packed with tips to help you cut through the noise and reach your SEO goals faster!
Step #5: Set Your SEO Budget
One of the biggest investments in SEO is website content creation. This investment is in line with industry trends, as a Research Dive' Analyst Briefing revealed that the global content marketing industry is projected to reach $107 billion by 2026.
While tasks like site SEO audits and other technical SEO aspects can often be automated, creating engaging, high-quality content is something you just can't skip. It plays a huge role in how your business shows up online.
To justify an investment in SEO content writing, here’s a fantastic statistic by 99firms: Leads generated via search engine optimization convert at an average of 14.6%, compared to about 1.7% for traditional outbound channels.
It’s not just about blogging regularly. It’s about publishing high-quality content. Google's E-E-A-T guidelines place a strong focus on delivering real value to readers. That's why working with skilled copywriters is so important.
Of course, top-tier writing often comes with a higher price tag, but it's well worth the investment.
Check out our content writing tiers to learn more about the different packages we offer and how each can contribute to achieving your SEO goals.
Here's a fun fact: did you know that Google's March 2025 update now gives the lowest scores to content generated entirely by artificial intelligence? This just reinforces how valuable it is to have professional writers on board who can craft long-form articles, landing pages, and other content that aligns perfectly with your business goals.
Step #6: Go Over Your SEO History
Whether it's creating SEO-optimized landing pages or adding meta tags and meta titles to your content, chances are you've already tried your hand at search engine optimization. Maybe your site received a warning or penalty from Google, or perhaps you've worked with another SEO agency in the past.
Whatever the case may be, being open about these experiences can make a big difference. Sharing the full picture helps your current team spot any issues early on and build a content strategy that works for your business.
Especially given that Google’s algorithm uses over 200 ranking factors, knowing what you’ve tried before is essential.
Are You Worried About Poor Audience Engagement or Low Conversion Rates? Sapphire SEO Solutions Has You Covered!
From crafting compelling content to optimizing internal links, the team at Sapphire SEO Solutions understands what it takes to meet SEO best practices. We help our clients fulfill the various search engine requirements and attract high-quality, qualified traffic to their websites.
Here are a few reasons why partnering with us could be the best move for your business:
We Do the Content Brief for You
You don't need to spend hours putting together a content brief for our team. At Sapphire SEO Solutions, our experts take the time to sit down with you, learn about your business, and understand your goals. From there, we craft a strategy that's tailored just for you.
We Are SEO Experts
Sapphire SEO Solutions stands out from other agencies because we have SEO-certified copywriters who specialize in creating engaging content that not only attracts more visitors but also generates leads. This expertise ensures that every project we take on delivers the results you're looking for.
We've built a proven track record of tailoring content according to your target audience, boosting visibility, and driving sales. Don't just take our word for it: check out our case study to see how our SEO experts achieved a top-10 ranking in just four days!
We Are an Affordable SEO Company
We have a deep understanding of the financial challenges that small and medium-sized businesses face, which is why Sapphire SEO Solutions takes pride in being an affordable SEO agency.
Whether you need long-form content or product descriptions, you'll work with experienced, qualified, and SEO-certified writers who will make sure your messaging resonates with the right audience.
Through high-quality human-written content, our team will focus on enhancing user engagement and improving SEO performance.
Build Trust, Improve Relevance, and Drive Traffic with High-Quality SEO Content Today!
Whether you need SEO-optimized website copy or articles that align with your brand's voice while resonating with visitors, the copywriters at Sapphire SEO Solutions are here to help.
We understand consumer behavior much better than any other agency, which makes us the right people to craft content that drives traffic, boosts visibility, and makes your business stand out in the industry.
Order your SEO-optimized content today, or fill out our online contact form to connect with our experienced SEO specialists and start creating the perfect content strategy for your business's success!
Frequently Asked Questions - How to Brief an SEO Copywriting Agency
How do I create a content brief that helps an SEO copywriting agency deliver results?
Start with a clear overview of your goals, audience, tone, and primary keywords. Include target pages, preferred writing style, CTAs, and any SEO requirements, such as meta tags or internal links. Add competitor examples, brand guidelines, and past performance data if available. The more context you give, the easier it is for copywriters to craft content that ranks well and fits your brand voice.
What information should I share with an SEO agency about my business?
Provide details like your main products or services, target audience, geographic areas you serve, and what makes your business unique. Include sales goals, customer pain points, and examples of what has or hasn’t worked before. Sharing access to analytics tools or previous campaign reports also helps the agency design a strategy that fits your specific needs.
How do I set SEO goals that an agency can actually achieve?
Avoid vague goals like “get more traffic.” Instead, define measurable objectives, such as increasing organic leads by a percentage, ranking for certain keywords, or improving click-through rates. Share your current performance data so the agency can set realistic milestones, create an achievable timeline, and track progress toward your business outcomes.
How much should a small business spend on SEO copywriting?
Budgets vary based on the scope of work, content length, and expertise required. Many small businesses start with a few optimized pages or blog posts each month to build momentum. Rather than choosing the cheapest option, invest in quality writing that reflects your brand, satisfies search intent, and can generate consistent long-term returns.
Do I need to provide keywords to the SEO copywriting agency?
It’s helpful to share any keywords or customer phrases you already know, but professional SEO agencies will also perform their own keyword research. They combine your input with search data and competitor analysis to find opportunities that align with your goals. This collaboration ensures your content targets the right audience and search intent.
How can I tell if my SEO copywriting is working?
Track performance using measurable metrics, such as organic traffic, keyword rankings, engagement time, click-through rate, and conversions. Tools like Google Analytics and Search Console can help you see which pages are improving and where users are coming from. Ask your agency for monthly reports that compare progress against your baseline numbers.
Is it okay to use AI for SEO content writing?
AI can be a useful tool for research or outlining, but it should never replace expert human writing. Search engines now prioritize content that shows real experience, expertise, and trustworthiness. The best approach is to let human writers refine AI-assisted drafts, fact-check every claim, and add unique insights that demonstrate true authority.
How often should I update or refresh my website content for SEO?
Review your website content every three to six months. Refresh older articles that have lost traffic, update statistics, and improve keyword targeting where needed. For evergreen pages that perform well, make small improvements regularly to maintain rankings. Frequent updates signal to Google that your site stays current and relevant.
What questions should I ask before hiring an SEO copywriting agency?
Ask about their process for keyword research, content editing, and performance reporting. Request real case studies, turnaround times, pricing structure, and who will be writing your content. It’s also smart to ask about revision policies, content ownership, and how they measure success. A transparent agency should be able to explain its strategy clearly and confidently.