SEO Campaign Brief | BaptistCare x Fluro Digital

This brief helps us plan the organic search and GEO side of your campaign, so the team is aligned on objectives, priority pages, content, technical needs and how we will measure success.

Please be as specific as you can. Not every question will be relevant, so feel free to leave anything blank or mark it N/A.

Your answers aren't saved until you press Submit brief at the bottom of the page, so please complete it in one sitting or keep a copy of longer answers.

Campaign details

Client

Campaign

Client contact

Contact email

Fluro lead

Website URL

Start date

End date

01Objectives and baseline

1What organic outcomes matter most for this campaign?

e.g. organic leads or sales, rankings for priority terms, organic traffic to key pages, visibility in AI answers. Pick a primary one.

2What is the current organic baseline?

Organic sessions, organic conversions and the terms you currently rank for. If you are not sure, we can pull this from Search Console and GA4.

3What timeframe are you expecting results in?

Organic search usually takes 3 to 6 months to move meaningfully. This helps us set realistic milestones.

02Priority pages, keywords and search intent

4Which products, services or locations should we prioritise for organic visibility, in order?

5For each audience, what might they search for?

List the words and phrases each audience would type into Google or ask an AI assistant.

6Are there specific terms you want to rank for, or terms you know customers use?

Include any language your customers use that differs from how you describe the service internally.

7What questions do customers usually ask before choosing you?

These shape FAQ content and help with visibility in Google AI Overviews and AI assistants.

8Are there terms or topics we should avoid?

e.g. services you no longer offer, regulated claims, locations outside your service area.

03Website and technical

9What platform is the website built on, and who manages it?

e.g. WordPress, Shopify, Squarespace, custom build. Can Fluro make changes directly, or do they go through a developer?

10Are any website changes planned or recently completed?

Redesigns, migrations, URL or domain changes, new sections. These can have a big impact on organic rankings if not managed carefully.

11Can you confirm Fluro has access to Google Search Console, GA4 and the CMS?

Bing Webmaster Tools too, if you have it set up.

12Are you aware of any technical issues with the site?

e.g. pages not appearing in Google, broken pages, duplicate content.

13Are there any page speed, mobile, consent or compliance issues that could hurt conversion?

Slow or hard-to-use pages hold back organic rankings as well as conversions.

04Content

14Will this campaign need new pages, updates to existing pages, or both?

15What content is coming, and in what formats?

e.g. on page content, blog articles, FAQs, location pages, video, images. Include the quantity per format and when each will be delivered.

16Who writes and approves content on your side, and what is a realistic turnaround?

17Are there subject matter experts we can draw on for content?

Named experts, credentials and first-hand experience help build trust with both Google and customers.

18Are there any compliance or regulatory rules that apply to website content?

e.g. health, financial services, aged care or NDIS guidelines.

05Local SEO (if relevant)

19How many physical locations or service areas does this campaign cover?

20Who owns and manages your Google Business Profile(s), and can Fluro have access?

21How do you currently collect and respond to Google reviews?

06Authority and reputation

22Are there partnerships, associations, sponsorships or media coverage we could use to earn links and mentions?

23Has any previous SEO or link building work been done on the site?

Who did it, roughly when, and whether you have ever received a Google penalty or a sudden traffic drop.

07GEO / AI visibility

24Have you checked how ChatGPT, Gemini, Perplexity or Google AI Overviews describe your brand?

Note anything inaccurate or missing.

25Which directories, review sites or third party platforms list your business?

AI assistants often draw on these sources when recommending providers.

08Channels, competitors and paid / organic alignment

26Which channels are in scope and what role does SEO/GEO play alongside them?

e.g. paid search, paid social, email, organic social. Describe the job SEO/GEO does across the funnel and how it supports the other channels.

27Which competitors show up above you in organic search for your key terms?

These may be different from the competitors you see in paid ads.

28How should paid and organic search work together on this campaign?

e.g. paid covers terms where organic is still building, or both target the same priority terms.

09Reporting

29Which organic metrics should appear in campaign reporting, and how often?

e.g. rankings for priority terms, organic traffic and conversions, AI visibility checks.

Once this brief is confirmed we will review your answers, follow up on anything we need to clarify, and share the SEO plan and timings for sign-off.