SEO Content Brief Checklist & Template for B2B SaaS (United States)

This modular checklist helps U.S.-focused B2B SaaS teams produce consistent, compliant, and high-performing SEO content. Use it to brief writers, align SMEs, and guide publishing and measurement. The structure follows a practical workflow from strategy inputs to post-publish QA.

How to use this checklist

• Fill mandatory fields first; add conditional sections based on buyer stage and content type (comparison, pricing, how-to, case study, enterprise/security topics).
• Keep language plain and specific. Avoid hype and unsubstantiated claims.
• For each item, we include “completion criteria” so you know when it’s done.

Evidence and compliance matter. Google’s guidance emphasizes user-first content, crawlable links, accurate titles, canonicalization, and structured data basics, as detailed in the SEO Starter Guide by Google Search Central and related docs from 2024–2025.

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1) Strategy inputs (mandatory)

• Define the business objective and primary KPI.

  • Completion criteria: Objective documented (e.g., qualified demo requests), KPI named (pipeline influenced, trial sign-ups), target geography = United States.

• Specify ICP segment(s) and buying committee roles.

  • Completion criteria: Segment, vertical, company size, and 2–3 roles (economic buyer, technical evaluator, end user) listed; terminology and pricing in USD.

• Select buyer stage and intent (awareness, consideration, decision) with rationale.

  • Completion criteria: Stage selected; intent described (e.g., “commercial investigation: vs/alternatives”); rationale tied to business goal.

• Record related internal resources to link.

  • Completion criteria: “Link to internal pillar,” “pricing,” “comparison hub,” “security center,” “accessibility statement,” and “disclosures policy” fields filled or flagged as gaps.

2) Keyword and intent cluster (mandatory)

• Choose a primary keyword and 3–6 secondary keywords. Map each to intent and stage.

  • Completion criteria: Cluster documented; intent map includes awareness/consideration/decision; avoid keyword stuffing.

• Frame the JTBD (job-to-be-done) for the searcher.

  • Completion criteria: One-sentence problem → solution → outcome; ensures content solves the real task.

• Extract People Also Ask (PAA) and featured snippet opportunities.

  • Completion criteria: 4–8 PAA questions listed; snippet answer draft (40–60 words) prepared when applicable.

3) SERP deconstruction (mandatory)

• Analyze top 5–10 ranking pages and SERP features.

  • Completion criteria: Page types, length, headings patterns, media, schema presence, update recency, and angles noted.

• Identify gaps and differentiation.

  • Completion criteria: At least two differentiators selected (e.g., proprietary benchmark data, SME quotes, integration screenshots, calculator, decision framework).

• Plan SERP feature formats.

  • Completion criteria: Decide on paragraph/list snippet, FAQ coverage, video embed, and comparison table if relevant.

For internal linking and anchors, use crawlable links with descriptive text, as outlined in Google’s links and anchor text guidance (2025).

4) Content requirements and outline (mandatory)

• Set the POV and angle.

  • Completion criteria: Clear stance stated (e.g., “enterprise readiness with SOC 2 focus”); audience and pain points reflected.

• Draft a structured outline with acceptance criteria.

  • Completion criteria: H1–H2–H3 hierarchy planned; each section has a purpose, examples, and checklist of must-include items; avoid copycat headings.

• Collect evidence and examples.

  • Completion criteria: Source list includes standards (SOC 2 Type II, ISO 27001), customer proof points, proprietary data methodology; screenshots list defined.

• Prepare SME prompts.

  • Completion criteria: 5–10 targeted questions to capture first-hand experience (what worked, pitfalls, metrics).

5) E-E-A-T signals (mandatory)

• Assign author and SME reviewer with credentials.

  • Completion criteria: Author name, role, bio link; SME reviewer named; short credentials provided.

• Include first-hand proof.

  • Completion criteria: Screenshots, walkthroughs, or “we did X” narrative required where relevant.

• Plan citations and trust links.

  • Completion criteria: 3+ authoritative citations mapped; links to About, Contact, Privacy, and Disclosures pages planned. Google’s title link best practices and canonicalization guidance support clarity and consistency.

6) Compliance and accessibility (mandatory)

• FTC endorsement disclosure check.

  • Completion criteria: “Disclosure required?” toggle reviewed; if yes, add clear, conspicuous copy near the first compensated claim/link. See FTC Endorsement Guides FAQ (2023 update) and the 2023 Federal Register notice.

• U.S. privacy impact (CPRA/CCPA and similar).

  • Completion criteria: If forms/trackers present, note consent needs; include link to privacy policy; “Do Not Sell or Share” link coverage for California considered. Reference the California OAG CCPA page and California Privacy Protection Agency advisories.

• WCAG 2.2 AA authoring checks.

  • Completion criteria: Alt text written; descriptive link text; headings meaningful; contrast confirmed; transcripts/captions for multimedia; keyboard-only navigation validated. Align with W3C’s WCAG 2.2 and the practical WebAIM WCAG checklist.

7) Technical SEO and schema (mandatory)

• Draft title, meta description, and header hierarchy.

  • Completion criteria: Unique, intent-aligned title; descriptive meta; one H1 with logical H2/H3s; avoid stuffing.

• Canonicalization and crawl signals.

  • Completion criteria: rel=canonical points to 200-OK, indexable, same-language URL; signals aligned (sitemap, internal links); use Google’s canonicalization docs.

• Internal links with descriptive anchors.

  • Completion criteria: Add crawlable links to pillars, pricing, comparisons, security center, accessibility statement.

• Choose and validate schema.

  • Completion criteria: Select Article/BlogPosting, BreadcrumbList, VideoObject, Product/Review, FAQ/HowTo as appropriate; note eligibility changes for FAQ/HowTo per Google’s 2023 update; validate in Rich Results Test. See Article structured data docs.

8) Differentiation requirements (mandatory)

• Require two proprietary edges.

  • Completion criteria: Document at least two: unique data, SME perspective, integration walkthroughs, calculator, decision framework, or benchmarks.

• Avoid generic claims and superlatives.

  • Completion criteria: All claims substantiated; opinions clearly labeled; tone neutral and specific.

9) Measurement and analytics plan (mandatory)

• Define events and conversions.

  • Completion criteria: GA4 events named (e.g., demo_request, trial_signup); marked as conversions; scroll tracking thresholds noted; dashboard owner assigned.

• Attribution and pipeline influence.

  • Completion criteria: Plan to stitch analytics to CRM (e.g., HubSpot/Salesforce); assisted conversions and influenced pipeline tracked; annotation plan for experiments. See reputable GA4 guidance from industry sources.

• Success review cadence.

  • Completion criteria: Review schedule (e.g., 30/60/90 days), rank/CTR hypotheses, and UX metrics (scroll, time, exits) documented.

10) Publishing QA (mandatory)

• Accessibility and media.

  • Completion criteria: Alt text, transcripts/captions, keyboard check, contrast; images compressed and lazy-loaded.

• Technical validation.

  • Completion criteria: URL inspection clean; canonical correct; schema valid; Core Web Vitals acceptable; mobile render tested.

• Final trust and compliance pass.

  • Completion criteria: Author bio visible; disclosures and privacy links placed correctly; last updated date noted.

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Conditional add-ons by content type/stage

• Comparison (vs/alternatives) pages.

  • Completion criteria: Nominative fair use of trademarks; objective criteria table; neutral tone; legal review if needed; disclosures for material connections.

• Pricing/cost pages.

  • Completion criteria: USD pricing clarity; ranges and assumptions explained; link to pricing page; avoid misleading claims.

• Implementation guides/how-tos.

  • Completion criteria: Step-by-step with screenshots; video embed when SERP shows video; HowTo schema noted (limited eligibility).

• Case studies.

  • Completion criteria: Typical results disclosed; methodology transparent; customer permission confirmed; CTA to demo/trial.

• Enterprise/security topics.

  • Completion criteria: Link to security center; SOC 2 Type II and/or ISO 27001 proof points; claims precise, non-exaggerated.

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Copyable SEO content brief template (fill-in)

Paste into your doc and complete each field.

A) Strategy inputs

• Business objective & KPI:
• ICP (segment, vertical, size) and buying roles:
• Buyer stage & intent (rationale):
• Internal resources to link (pillar, pricing, comparison hub, security center, accessibility statement, disclosures policy):

B) Keyword & intent cluster

• Primary keyword:
• Secondary keywords (3–6):
• Intent & stage mapping:
• JTBD statement (problem → solution → outcome):
• PAA questions (4–8):
• Snippet answer draft (40–60 words):

C) SERP deconstruction

• Top competitors (5–10 URLs) + notes (page type, length, headings, media, schema, recency, angle):
• Differentiators to include (min 2):
• SERP feature plan (snippet, FAQ, video, table):

D) Content requirements & outline

• POV and angle:
• Outline (H1–H2–H3) with acceptance notes:
• Evidence inventory (standards, customer proof, proprietary data, screenshots):
• SME interview prompts (5–10):

E) E-E-A-T signals

• Author name, role, bio link:
• SME reviewer:
• Citations plan (3+ authoritative sources):
• Trust links (About, Contact, Privacy, Disclosures):

F) Compliance & accessibility

• FTC disclosure needed? (Y/N) + copy:
• Privacy impact (consent/CMP notes) + policy link:
• Accessibility checks (alt text, descriptive anchors, contrast, transcripts/captions, keyboard navigation):

G) Technical SEO & schema

• Title tag & meta description:
• Header hierarchy plan:
• Canonical URL:
• Internal links/anchors (pillar, pricing, comparisons, security, accessibility statement):
• Schema candidates + validation notes:

H) Differentiation

• Two proprietary edges (list):
• Claim substantiation notes:

I) Measurement & analytics

• GA4 events & conversions:
• CTR hypothesis & UX metrics:
• CRM attribution plan & dashboard owner:
• Annotation plan (experiments):

J) Publishing QA

• Accessibility & media checks:
• Technical validation (URL inspection, canonical, schema, CWV, mobile):
• Trust & compliance pass (author bio, disclosures, privacy links, last updated):

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Helpful references (authoritative)

• Google’s fundamentals and SEO Starter Guide cover user-first content, titles, links, and canonicalization. See the SEO Starter Guide, title link best practices, links and anchor text, and canonicalization.
• Structured data: Article structured data and FAQ/HowTo changes (Aug 2023).
• Accessibility: W3C WCAG 2.2 and the WebAIM checklist.
• FTC disclosures: FTC Endorsement Guides FAQ (2023) and the Federal Register notice.
• U.S. privacy: California OAG CCPA and CPPA advisories.

Use this checklist as your team’s standard brief. Complete it once per article, keep it updated, and enforce the QA gates to ensure consistent, compliant, and high-performing B2B SaaS SEO content for the U.S. market.