image seo agency briefing
Jesse Commandeur

Jesse Commandeur

Content & Authority Specialist
15-8-2023 How to/DIY,

How do you brief a SEO desk? 

Engaging a SEO agency can be a milestone for your business. However, to get the most out of this collaboration, a clear briefing is essential. A clear briefing ensures that the SEO agency knows exactly what you need and what your goals are. But how do you draft such a briefing? 

Why SEO is indispensable for any business

In today's digital age, search engine presence is essential. When people have a question or need a product, their first instinct is often to consult a search engine. SEO ensures that your business is visible at the time when potential customers are looking for the products or services you offer. Zonder good SEO can get your website lost in the sea of millions of websites, depriving you of valuable traffic. Want to know more? Then also read: How to choose the right SEO desk?

What is a briefing to a SEO agency?

A SEO briefings, is a document that helps writers understand the purpose of the content and what elements should be included in it. These briefings usually include information such as the tone-of-voice, the target audience and the main onderwerp. Besides content briefings, there are also briefings on technical SEO and briefings on linkbuilding. These briefings are often conducted by the SEO desk and are sent to the customer and possibly a developer. 

Why is a good briefing important?

A good briefing provides clarity. Both for you and for the SEO agency. It helps the agency tailor a strategy, which increases the chances of success. Moreover, it ensures good communication and prevents misunderstandings.

How detailed should my briefing be?

It is always better to give too much information than too little. A detailed briefing ensures that the agency knows exactly what you expect and can therefore work more efficiently.

Achieve your goals at SEO level

Before an agency can create a strategy for you, they need to know what you want to achieve. Do you want more traffic to your website? Or do you specifically want to rank higher for certain keywords? By being clear about your goals, the agency can develop an appropriate strategy.

Company profile and background

Provide some context about your business. This could be about the history, the products or services you offer, and what makes you unique in the market. This information will help the agency create content that fits your brand identity.

Your target audience

Who are your customers? What are their needs and interests? How do you search for them on the internet? By drawing a clear picture of your target audience, the agency can create content that really resonates with your audience.

Content content

Here you can elaborate on specific onderopics you want covered, title ideas, a description of the direction the writer should take, and a rough layout of the content.


Who are your biggest SEO competitors? What keywords are they using? By specifying this, the agency can develop a strategy to stay ahead of your competition.

Set your SEO budget

How much are you willing to invest in SEO? It is important to establish this in advance, so that the agency knows the limits they have to work within.

Your SEO history

Have you done SEO in the past? What were the results? By sharing this information, the agency can assess what is already going well and where improvements can be made.

By being as clear as possible, you will give the SEO agency a hand with the writing (if there is such a desire). A SEO agency may also use this information to supplement the briefing with anything important to SEO. This obviously varies from client to client. At SEO agency Onder, we opt for ongoing processes with our clients so that we can respond quickly to changes within a website. We always start with a SEO audit, after which we will implement the optimisations in the follow-up months. We then also build the clusters within the client's niche. In this way, we build authority for our clients (also read more about our link building activities). 

Want to know more about what exactly a SEO desk does? Then also read our knowledge base article: What exactly does a SEO desk do?

Need help with SEO? Choose SEO desk Onder

If the world of SEO seems overwhelming and you are looking for a reliable partner to guide you through the complex landscape of search engine optimisation, look no further. SEO agency Onder combines experience with the latest techniques and strategies to ensure your business gets the online visibility it deserves. Whether you're just getting started with SEO or want to refine your strategy, our expert team is here to help. Get in touch today contact at and find out how we can work together for your online success.



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Renzo van Dongen

Renzo van Dongen

Digital content manager Peugeot

Whether it's about content or technical adjustments, it doesn't matter. Martijn briefs this in a very clear way so that it can be implemented locally or by our head office in France. [...] Since the start of our collaboration, we have achieved great results. Keep it up!

Marien van Stegeren

Eigenaar Kitcentrum

When your online onder venture grows, expectations often grow too, in every area. To a large extent, we were in control of SEO and its interpretation ourselves. We found out that our own "general view" was no longer sufficient, so we engaged Bureau Onder. Surprising and clear. We have built up a fine collaboration, partly because Martijn also regularly visits our office with Eline or Mariska (depending on the case), which is very valuable to us!

Marten Stellingwerf


Martijn and Mariska make the SEO story understandable for the layman and are happy to think along with us. It is nice that there is a personal contact moment every month with an extensive report and the opportunity to talk everything through. After just a few months, Onder has already managed to achieve number 1 positions on Google with some of our webshop pages. We are very satisfied with Onder.

Mark Prummel

SEO Specialist Stella Fietsen

For several years, Onder has been a valued partner of Stella. Martijn is my sparring partner for complex SEO issues and the extra pair of critical eyes that keeps us on our toes. Together, we have achieved nice growth in online visibility, visitor numbers and leads. Onder onder stands out for its short lines of communication and professionalism. They speak our language: don't nag, get down to business. That is what we love!


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