My briefs lead with an angle now, not a keyword. Bounce rate on new posts halved.

My briefs lead with an angle now, not a keyword. Bounce rate on new posts halved.

Keyword-first briefs produce keyword-first writing — flat, samey, indistinguishable from the 9 pages above you.

So the top line of every brief is now a POV: 'Most guides say X. We're going to argue Y because [reason].'

That one sentence forces the writer to take a position. Position = a reason for the reader to stay.

Since switching, new-post bounce dropped from ~70% to ~40% and we started earning links we didn't ask for, because the posts say something.

Give the writer an enemy to argue against. Watch what happens.