Learn how to create semantic SEO blog post outlines using custom brief rules and competitor analysis
Start by creating a new Project in Juma for your SEO blog post outlines. This keeps all your content briefs organized in one place.
Next, add the following to Project knowledge:
Content brief rules
This is where you define exactly how your outlines should be structured. Add your specific requirements as Project information. Here's what John's team at House of Growth uses:
Example briefs
Upload 2-3 of your best-performing content briefs so the AI can learn your preferred format and structure.
Benchmark articles
Add links to top-ranking competitor articles that you want the AI to analyze for information gain. These serve as the baseline that your content should exceed.
By setting up Project knowledge this way, the AI will reference these rules and examples every time you create a new outline, ensuring consistency across all your content briefs.
Open a new chat in your Project and paste this prompt:
This prompt has four variables that you'll fill in each time you need a new outline. The double curly brackets indicate where you'll input your specific information.
Save the prompt to your Prompt library. This way, you can reuse it anytime you need to create a new outline without having to retype it. Just open the Prompt library, select your saved SEO outline prompt, and fill in the variables for your new topic.
Now comes the research phase. Here's how John fills in each variable:
Topic
Start with the main subject you're writing about. For example, "how to write a cold email."
Title
Create your working title based on the topic. John uses formats like "How to write a cold email: guide for beginners."
Primary keyword
This is your main target keyword. In this case, "how to write cold email."
Secondary keywords
This is where most people make mistakes. Don't guess at these. Here's John's exact research process:
This approach recognizes that modern SEO isn't about ranking for a single keyword. One page should target multiple related topics that your audience cares about.
Example brief
Reference one of the example briefs you added to Project knowledge, or leave this blank if you want the AI to follow the general rules.
Once you've filled in all the variables, run the prompt.
Juma will generate a comprehensive outline based on your rules and benchmark articles. But this is where the human-in-the-loop approach matters.
Here's John's review process:
Compare headers with top-ranking articles
Open the top results for your target keyword side-by-side with your outline. Does your structure cover the same ground? Are you missing anything important?
Remove unnecessary sections
If a section doesn't add value, cut it. For example, if someone is searching "how to write a cold email," they probably already know what a cold email is. John asks himself: is this section just fluff, or does it genuinely help the reader?
Add product integration
This is especially important for product-led content marketing. Look at your outline and identify where you can naturally embed your client's product. If you're writing for an email outreach tool, show readers how to send cold emails using that specific tool, or how it can improve their open rates.
Verify the key points
Review the talking points under each header. Add any client-specific information, data, or statistics that would make the content more valuable than what's already ranking.
Check the NLP-optimized paragraphs
The AI provides example paragraphs under each H2 to show what semantically rich content looks like. John sometimes takes these into a follow-up chat and asks, "Why is this paragraph NLP-optimized?" or compares them with existing content to help his writers understand what makes them effective.
This review process ensures the outline isn't generic. It becomes a strategic document that reflects your expertise and product knowledge.
Once you're satisfied with the outline, copy it from Juma and transfer it to Google Docs or your preferred writing tool.
This becomes the brief your writers work from. They have:
The writers don't need to start from scratch or guess at structure. They can focus on what they do best: creating compelling, valuable content that serves the reader.
And because you've already done the competitive research and strategic thinking, the brief gives them everything they need to write something that actually ranks.
Try this workflow today.
