SEO content: written for people first

Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.

Task: Search traffic wanted and the content is unreadable.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - target keywords and intent
   - current ranking and competitors
   - information only we have
   - site authority
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- classify intent: learn, compare, buy
- a structure that answers it; the heading is the answer
- contribute first-hand information competitors lack
- dismiss keyword density tricks

[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail

[Output]
Audience, hypothesis, test, allocation, failure conditions.

[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenly