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The playbook Moonrank's Writer Agent uses to design the spine of a page — including the one heading a competitor would never write.
Download the methodology, see the surprise gradient rule, or run it live inside the Writer Agent.
The Semantic Brief skill is how Moonrank's Writer Agent designs a page before anyone drafts it. It decodes the query's primary and latent intents, lists the semantic vectors a page on that query is expected to contain, maps the micro-intents a reader carries before, during and after the decision, and turns all three into a heading structure where every H2 exists for a reason.
Its distinguishing rule is the surprise gradient: at least one heading must be counter-intuitive or say the thing competitors avoid. A structure where every heading is predictable produces a page that adds nothing to what a model already holds, which is a page it has no reason to retain or cite.
It's written as a SKILL.md, a plain-language instruction format that people and AI agents can both follow. Read it to brief your own writers, hand it to an agency, or let the Writer Agent build the plan for a target query.
“Give me the plan for a page on replacing an electric car battery.”
Decisional intent, with three latent ones: fear of being ripped off, uncertainty about normal degradation, and the warranty question. Eight H2s, each mapped to a vector — and the opening one is "The €500 mistake most owners make", which none of the ranking pages says because it costs a garage money to admit. The FAQ is four bottom-of-funnel questions, not four generic ones, and the page needs a cost calculator because the intent is "how much".
The query, the page's purpose, the sector, and any proprietary evidence you hold.
The primary intent, plus what the reader worries about but never types.
One heading per semantic vector, with a surprise gradient built in.
E-E-A-T signals and required formats, each with its position in the page.
What the reader typed, and what they are actually anxious about.
The entities, co-occurrences and expert vocabulary the query expects.
The questions before, during and after the decision — the source of the H3s.
At least one heading competitors avoid, so the page adds rather than repeats.
Which proof goes where, rather than a general instruction to be credible.
The table, tool or video the intent needs, with the reason it's needed.