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How to Make Search Engine Optimization (SEO) Project: Example Of How to Write Project Brief with Basic Process Issues

Search engine marketing is an effective channel of internet marketing. With its help, it's possible to increase a website's visibility in search engine results using both paid and unpaid methods.

SEM is important because search traffic is targeted and therefore more valuable than any other form of traffic that can be obtained through other promotional methods.

Search engine marketing (also known as SEM) is the process of obtaining organic and paid traffic from search engines. It has two main types: SEO (search engine optimization) and PPC (pay-per-click advertising).

The overall goal of SEM is to increase visibility in search engines by achieving high rankings in search results or top positions for advertising placements. The higher they are, the more traffic they bring, which brings a range of additional benefits.

When we have a question or are searching for something, we primarily turn to a search engine (most commonly Google) and enter a query. By clicking the "SEARCH" button, we expect to either receive a direct answer or a list of resources (including both advertisements and links to websites in organic search results) that can fulfill our intentions.

Search engines work on improving the quality of search results by presenting those sites (or advertisements) that will answer users' queries. To do this, they have developed complex algorithms that take into account a variety of variables to determine which sites (or advertisements) should be shown in top positions.

Search engine marketing is important for optimizing websites or advertisements. Thanks to it, they appear in the top positions of search results.

SEO Project Brief Template

This table provides a comprehensive overview of the project details and serves as an example to help you write a simple project brief for SEO.

Description Item Information
Project Name [Specify the project name]
Client [Specify the company name or client's name]
Project Goal [Specify the main goals and objectives of the project: for example, increasing organic traffic, increasing conversion rate, etc.]
Key Performance Indicators (KPIs) [Specify the main metrics by which the success of the project will be evaluated, for example, search engine positions, traffic, conversion rate, etc.]
Target Audience [Describe the target audience of the project: age, gender, interests, behavioral characteristics, etc.]
Competitors [List the main competitors in the project's field of activity]
Main Keywords and Phrases [Specify the main keywords and phrases for which optimization will be performed]
Current State [Describe the current state of the site/project in search engines: current positions, traffic, conversion rate, etc.]
Technical Requirements [Specify the technical requirements for the site/project for optimization: for example, loading speed, mobile responsiveness, etc.]
Strategy [Describe the SEO strategy: what methods and tools will be used to achieve the set goals]
Action Plan [Develop a specific action plan that includes steps for optimization, content marketing, analytics, etc.]
Budget [Specify the project budget: the amount and distribution across main components, such as optimization, content, advertising, etc.]
Expected Timeline [Specify the expected time interval for achieving the project goals]

Company or Client Overview for SEO Content Brief

For the successful promotion of a client's project, it is crucial to have a clear understanding of their goals and strategies. This becomes possible through the proper formulation of questions about the project, client needs, as well as products or services. This stage is the foundation for productive collaboration and effective advancement in the field of SEO.

Client Information

Before starting work on SEO promotion, it's important to gather basic information about the client. This information includes:

  • Industry: The client's business sector.
  • Products/Services: The products or services the client provides.
  • Similar Products/Services: Similar products or services already present in the market.


  • Brand and Product/Service Description: The client's brand and a description of their products or services.
  • Pricing Range and Product Features: The pricing range and specific features of the products.

Contact Persons

  • Key Contacts: The importance of communicating with key individuals.
  • Contact Information: Contact details for prompt interaction.

Company Activity

  • Business Duration: The duration of the business's presence in the market.
  • Facilities: Presence of offices, stores, warehouses, and other locations.

Orders and Sales

  • Number of Completed Orders: Quantity of orders fulfilled.
  • Sales Funnel Description: Description of the sales funnel and ongoing promotions.

Customer Interaction

  • Customer Interaction Features: Special aspects of customer interaction.
  • Ideal Customer and Typical Customer Problems: Description of the ideal customer and common customer issues.

Projects and Examples

  • Completed Projects to Be Proud Of: Orders successfully completed that the company takes pride in.
  • List of "Well-Known" Clients, if applicable.

Competitive Advantages and Unique Selling Proposition (USP)

Understanding the unique attributes of the company, products, or services plays a crucial role in developing a successful SEO strategy. Through in-depth analysis of the USP, several important aspects can be highlighted:

  • Company Age: The company's history and stability in the market.
  • Advantages from Long-Term Experience: Benefits derived from long-term experience.
  • Licensing: Possession of necessary licenses and certificates.
  • Trust in Licensed Organizations: Trust that clients may have in licensed organizations.
  • Production Timelines: Short production timelines as a competitive advantage.
  • Flexibility in Meeting Client Needs: Flexibility in responding to client needs.
  • Environmental Material: Conscious use of environmentally friendly materials.
  • Attracting Environmentally Responsible Clients: Attracting clients valuing a responsible approach to the environment.
  • Certifications: Quality product confirmation through relevant certifications.
  • Consumer and Partner Trust: Trust from consumers and partners.
  • Official Representatives: Benefits of working with official representatives.
  • Access to Exclusive Terms and Products: Access to exclusive terms and products.
  • Delivery/Installation/Disassembly/Service: Integrated service from start to finish.
  • Customer Convenience, Elimination of Additional Hassles: Convenience for clients, freeing them from additional concerns.
  • Individual Approach: Personalized service and solutions.
  • Satisfaction of Unique Customer Needs: Satisfaction of the unique needs of each client.
  • Low Prices: Direct factory deliveries for guaranteed low prices.
  • Attraction of Price-Sensitive Clients: Attraction of price-sensitive clients.
  • Fast Delivery: Efficient delivery system to meet urgent needs.
  • Increased Customer Satisfaction with Service Speed: Increased customer satisfaction with service speed.
  • Convenient Payment: Flexible and convenient payment systems for clients.
  • Additional Comfort in Collaboration: Creation of additional comfort in the collaboration process.
  • Warranty: Provision of long-term warranties as a sign of trust.
  • Protection of Customer Interests in the Long Term: Protection of customer interests in the long term.
  • Discount System: Attraction and retention of regular clients through advantageous discount programs.
  • Encouragement of Repeat Orders and Loyalty: Encouragement of repeat orders and loyalty.
  • Wide Range: Diversity of products or services.
  • Satisfaction of Various Customer Needs: Satisfaction of various customer needs.
  • Rich Color Palette: Aesthetics and visually appealing characteristics of products.
  • Choice from a Variety of Colors: The opportunity to choose from a variety of colors.
  • Quality: Confirmation of high product quality through numerous certificates.
  • Establishment of Standards and Attraction of Quality-Oriented Clients: Establishment of standards and attraction of quality-oriented clients.
  • Consultations: Free consultations as an additional service.
  • Establishment of Trusting Relationships with Clients: Establishment of trusting relationships with clients.
  • Qualified Experts: Presence of qualified specialists in the team.
  • Ensuring High Professionalism in Service Provision: Ensuring a high level of professionalism in service provision.

By emphasizing these competitive advantages in the SEO brief, we create a foundation for a successful promotion strategy, highlighting the client's uniqueness in the market.

Regional Audience Coverage and Past SEO Work

Audience Coverage

Adapting the strategy to the characteristics of different regions and cities is crucial for successful promotion, especially when scaling the business. Considering this factor, it is necessary to determine the focus locations and address the issue of website multilingualism in case of expansion beyond one country.

Past SEO Work

It's important to find out whether previous optimization work has been carried out on the website. Consider the following aspects:

  • Completed Work: Determine the tasks conducted within the site, including technical optimization and content optimization.
  • Timeline and Suspension: Clarify the timeline of the performed work and, if possible, the reasons for any suspension.
  • Backlink Acquisition: Check if there was any backlink acquisition for site promotion.
  • Previous Service Provider Data: Obtain information about the last service provider involved in promotion and their approach.
  • SEO Reports: If available, request the latest reports on site positions, keyword research, and metrics.

Site Description

Content Management System (CMS) and Access

For effective interaction with the site, provide the following information:

  • CMS: Specify the CMS used for the site.
  • Access: Provide access to the site's admin panel, web analytics, and other tools.

Hosting Access

To ensure the site's seamless operation and perform technical tasks, provide access to the site's hosting, including FTP access data.

Website Content

Material Submission

For effective website content and optimization, specify:

Price Publication

Prices: Are there plans to publish prices on the site, including product prices, promotions, and downloadable price lists.

Inspiring Examples (Continuation)

Interesting Websites:

Ask the client to specify websites they find inspiring. This may include the presentation style, content, the way materials are displayed, and the types of materials used, such as texts, images, or videos.

This information will allow for a more accurate adaptation of your website's content and design to the expectations and preferences of the target audience. Also, by examining successful examples, you can identify elements that are effective for your niche and business model.

Technical Details

Requirements for Technical Solutions

Determine the requirements for technical solutions on the website:

  • Integrations: Is there a need for integrations with other services or platforms?
  • Efficiency: Are specific technical solutions required to ensure high performance and security?
  • Mobile Compatibility: Is mobile compatibility of the site important?

Testing and Maintenance

Specify information about plans for testing and maintaining the site:

  • Testing: Are there plans for testing the functionality, compatibility, and security of the site before and after launch?
  • Maintenance: What measures are taken for regular maintenance and updating of the site after its launch?

This information will help create a more detailed and effective development and promotion plan for your web project.

Goals and KPI

Project Goals and Key Performance Indicators (KPI)

Comprehending the objectives of a project constitutes a crucial phase for ensuring its triumphant promotion. The delineation of goals can be categorized into two primary domains: informational and commercial, each strategically oriented towards attaining distinct and measurable outcomes. This multifaceted approach aids in not only elucidating the purpose of the project but also in crafting targeted strategies tailored to meet the diverse objectives within the spectrum of information dissemination and business expansion.

Informational Goals

  • Company and Products/Services Information:

  • Goal: Brief introduction to the company's activities and offered products/services.

    KPI: Visitor engagement level, time spent on the site.

  • Self-Exploration of Products/Services by Visitors:

  • Goal: Provide visitors with the opportunity for in-depth exploration of the company's range.

    KPI: Frequency and duration of visits to product/service pages.

  • Brand Recognition and Image Enhancement:

  • Goal: Create, strengthen, or change the company's image and brand.

    KPI: Growth in brand recognition, positive reviews, and reputation.

  • Promotion of Company/Product/Service/Brand:

  • Goal: Actively promote the company and its offerings.

    KPI: Increase in traffic, conversions through marketing channels.

  • Educational Objectives:

  • Goal: Provide visitors with educational content about products/services.

    KPI: Level of information assimilation, engagement in educational sections.

  • Feedback Collection:

  • Goal: Provide technical consultation, respond to inquiries.

    KPI: Number of inquiries, response time to feedback.

Commercial Goals

  • Attraction of End Consumers:

  • Goal: Capture attention and convert visitors into customers.

    KPI: Conversions on product pages, registrations, purchases.

  • Attraction of New Partners/Dealers:

  • Goal: Expand the network of partners and dealers.

    KPI: Number of new partner applications, successful deals.

  • Service Provision:

  • Goal: Provide various services upon customer requests.

    KPI: Volume and quality of provided services.

  • Order Placement/Booking:

  • Goal: Visitors placing orders or booking services.

    KPI: Number of orders placed, successful bookings.

  • Purchases:

  • Goal: Increase sales volume.

    KPI: Total sales volume, average order value.

  • Interaction with Existing Dealers and Partners:

  • Goal: Strengthen relationships with existing dealers and partners.

    KPI: Satisfaction level, feedback, volume of joint projects.

When formulating an SEO strategy and content plan, consider these goals and KPIs to effectively build a path to achieve the set objectives.

Define the Budget

Calculating the budget for SEO depends on various factors, including the nature of your business, the current state of the website, and strategic goals. Here are several main types of budget calculation for SEO:

  • Fixed Budget:

    Description: Here you have a fixed amount allocated for SEO over a specific period, for example, monthly or yearly.

    Advantages: Convenient for planning, cost predictability.

    Disadvantages: May require adjustments if additional work is needed.

  • Stage Payments:

    Description: Work is divided into stages, and payment is made upon completion of each stage.

    Advantages: Allows controlling the process and quality of work.

    Disadvantages: May require more detailed planning and deadline control.

  • Performance-Based:

    Description: Payment is made based on achieved results, such as increased traffic or positions in search results.

    Advantages: More direct link between expenses and actual results.

    Disadvantages: It can be challenging to estimate the real cost of work at the initial stage.

  • Daily/Weekly/Monthly Rates:

    Description: Payment is based on the number of hours worked or the volume of work completed in a specific period.

    Advantages: Suitable for projects with irregular or variable workloads.

    Disadvantages: Requires careful tracking and control.

  • Competition-Based Budget:

    Description: The budget calculation depends on the competitiveness of your industry in search results.

    Advantages: Adapted to the level of competition, more flexible.

    Disadvantages: Requires constant monitoring of competitors and the market.

  • Mixed Budget:

    Description: Using a combination of different budget calculation methods depending on specific tasks and project stages.

    Advantages: Allows for more flexible responses to changes in project conditions.

    Disadvantages: Requires more complex management and control.

Each of these approaches has its advantages and disadvantages, and the right choice depends on the specific requirements of your business, its current state, and strategic goals.

Freelancer services have a lot of workers with different types of budget setting:

Target Audience

Target Audience for SEO Promotion

SEO promotion is effective only when it is aimed at the right audience. Defining the target audience for SEO is a key step in creating a successful strategy.

Definition of Target Segments

  • Project Managers: Focus on information useful for project management professionals, providing articles on creating project briefs, technical requirements, and best practices in digital projects.
  • Clients: Provide content oriented towards clients, helping them better understand how to create effective briefs and interact with project managers.
  • Freelancers: Provide freelancers with information on how to optimally prepare project documentation and which tools to use for successful project completion.

5.2. Demographic Characteristics

  • Age: The primary audience is people aged 20 to 30, as they often engage in project management or work in freelancing.
  • Gender: Target both men and women equally, considering that professions in project management and freelancing are not gender-dependent.

Psychographic Characteristics

  • Lifestyle: The audience actively involved in digital work often has a high degree of mobility and strives for professional growth.
  • Interests: Focus on interests related to project management, digital technologies, and finding effective tools for work.

Key SEO Queries

  • Project Documentation: Include key queries related to creating project documentation: project brief, technical requirements, project plan.
  • Project Management Tools: Highlight search queries related to free and paid project management tools and digital work.
  • Project Management Education: Include keywords such as "how to write project documentation," "project management tips" to attract those seeking educational content.

The target audience for SEO promotion should be clearly defined so that content and strategy align with their needs and queries, ensuring maximum effectiveness and success in promotion.

Defining the target audience in the online environment requires the use of various tools for data analysis and collection. Here are several tools that can be useful:

  • Google Analytics:

    What it provides: Google Analytics provides comprehensive information about visitors to your website, including demographic data, interests, traffic sources, and behavioral indicators.

    How to use: Use reports on demographics and interests to understand the age, gender, and interests of your audience.

  • Google Search Console:

    What it provides: Google Search Console allows you to analyze queries for which your site is displayed in search results.

    How to use: Explore queries that drive traffic to the site and determine which keywords are associated with your audience.

  • Facebook Audience Insights:

    What it provides: For those using social networks, Facebook Audience Insights provides data about your audience, including demographics, interests, and behavior.

    How to use: Analyze the data to identify characteristics of your current audience and highlight common traits.

  • SurveyMonkey or Google Forms:

    What it provides: Online surveys can help gather feedback directly from your audience.

    How to use: Create surveys, asking questions about preferences, needs, and interests to obtain direct data.

  • SEMrush or Ahrefs:

    What they provide: Tools for competitor analysis and keyword research.

    How to use: Analyze keywords and competitor strategies to determine the audiences they attract.

  • User Personas:

    What it provides: Creating full-fledged characters of your target audience based on their characteristics.

    How to use: Define the key traits of your audience, such as age, gender, interests, and create personas to better understand their needs and preferences.

By using a combination of these tools, you can gain a more complete understanding of your target audience, making it easier to create a precise and effective marketing strategy.

Steps to Find Your Target Audience

The buying process is in the hands of the customer, and marketers must create targeted, personalized experiences for people if they want to be the one to grab their attention among a sea of brands and advertisers. When marketers have a comprehensive understanding of their ideal buyer, they can make more informed decisions about media, messaging, and timing.

Read more
Target Market: Examples and How To Define It

Understanding your target market is essential for creating an effective marketing plan. Consumers have many qualities that influence their purchasing decisions. By organizing these qualities into a target market, you can select the best strategy to appeal to your ideal customer. In this article, we discuss target markets and explore some examples from hypothetical businesses.

Read more


In summary, creating an effective SEO project brief requires gathering key information across several crucial domains. This includes understanding the client's business, products/services, target audience, goals, budget, and mandatories.

The client overview provides background on the company's industry, offerings, processes, and more. Defining the target audience and their search interests allows for content optimization. Formulating specific goals paired with quantifiable KPIs helps shape a results-driven strategy. Calculating an appropriate budget funds the execution of this strategy. Mandatories constitute binding guidelines that enable streamlined collaboration while safeguarding brand integrity.

By methodically addressing each of these elements in the briefing process, a solid foundation can be laid for the SEO initiative's success. The breadth of questions equips the team with comprehensive insight into the client's expectations and environment. This level of understanding sets the stage for tailored solutions that leverage the website's attributes to effectively attract, engage, and convert the intended audience.

With a well-crafted brief guiding the endeavor, an impactful online presence can be actualized, fulfilling the brand's business objectives. The formulation framework presented equips project managers with a template to drive dialogue and extract the actionable intelligence needed to craft a high-performing SEO campaign.

Danylo Khorzhevskyi

Marketing and design

Please, do not hesitate to contact me if you have any questions. I am ready for interesting projects and conversations. Write me:

Download SEO project brief template

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