What do you need to specify in the TK for an SEO copywriter to get good text?

This article is essentially TK for drawing up TK. As allergy medications can be allergic, so for the preparation of the terms of reference, a copywriter may need his own terms of reference.

If a copywriter does not have a normal technical specification, it will be difficult for him to understand what text is needed, and the client or optimizer will not accept the material as a result. And this is only due to the fact that we could not (the first time) set the article parameters correctly. What should it be? For whom? About what?

Let’s figure out what the terms of reference for a copywriter should be and what should be indicated in it in order to get a good article.

Why should you pay attention to the terms of reference?

Folk wisdom “What kind of TK, such a HZ” really reflects the problem: without a clear terms of reference, the copywriter will not understand what they want from him, so the material will be obscure. It will be natural.

It will also be natural to receive a pdf catalog of his products from a client if the account manager asks to “send something from presentations or documents”. You cannot get the right answer to an incorrectly formulated request.

Like any desires, the terms of reference must be formulated as concretely as possible.

Ekaterina Rublevskaya,
copywriter of SEO.RU:

“The terms of reference helps the copywriter understand what text in terms of structure and content the customer or the optimizer wants to see. And the more detailed the requirements and wishes for the text, the less you need to make changes. An ideal option if a brief with information about the company, its advantages and editorial policy with wishes for visual, textual content, stop words is attached to the TK. In the course of work, the editorial policy is supplemented by the client’s remarks so that the author does not make the same mistakes in the following texts, and the new copywriter gets into the work faster. ”

Technical specifications

Here we mean by technical parameters that can be calculated. That is, they are given by a number and / or there are tools that can measure these characteristics in a finished article.

Read on the topic: Text analysis software

  • Volume

    In SEO copywriting, the amount of text is usually indicated in the number of characters without spaces. Among editors there are different opinions on this matter: some authors consider it bad manners to tie the cost of their work to the volume of material. This makes sense, because text of any size can do its job.

    But for a successful search engine promotion of a site, the volume of articles is important. The point is a double audience: yes, first of all, texts are written for people, but SEO specialists cannot forget that Google loves longreads. Moreover, if, when analyzing the search results, it turns out that competitors write articles of 8000 characters, unfortunately, it will not work to overtake them by 1500.

    Therefore, when setting and receiving tasks for an SEO article, the SEO will check the volume.

    In such a situation, both the optimizer and the copywriter should maintain a balance: there should not be as much text as possible, but enough. Enough to cover the topic, to cover the right keywords, to answer popular and possible questions.

    The amount of text for SEO is right and wrong

  • Formatting

    From an SEO point of view, paragraphs, H1 headings and H2-H6 subheadings are the most important at this point. Perhaps this recommendation looks naive: 2020 is in the yard, the sheets have long disappeared as a species.

    Not really. If only because in the beginning there was a volume: when a copywriter is assigned a task of 10,000 characters, it can be quite difficult to maintain the structure. If there is a skeleton of the article (about it – a little further), then it is easier for the author to set logical boundaries between blocks of text. But if you have special requirements for subheadings or you need paragraphs of a strictly specified size, write about this in the terms of reference, add a scheme for distributing content across the page (at least an approximate layout).

  • Keywords and LSI words

    SEO texts would be just texts if they were not needed to promote the site in search. Therefore, it is imperative to insert keywords into them.

    The TK must indicate how the copywriter should dispose of the keys:

    • As the main theses: sometimes requests are ready-made headers. For example, the query “how to make flowers with your own hands” is a field for step-by-step instructions with pictures or videos, and for the query “which fabric is better for bedding” you can write a detailed analysis of fabrics with a photo, description of advantages and disadvantages, and so on.
    • As lexical elements: not all queries are equally informative, but you still need to use them. Moreover, the intent of some of the requests can be difficult to determine.

    Pay attention of the copywriter to what content you need to disclose so that there is no need to rewrite 50 times. Let’s give specific instructions on how to use this or that query in the text.

  • Title

    The headline is the compass of the entire article, the main idea of ​​the article is directed precisely along it.

    For the final material, it can be reformulated, but at the stage of the terms of reference, formulate it without embellishments and witty triggers: just write what the text should be about.

  • Uniqueness

    Here, of course, there are also plenty of discussions: should the text show the necessary numbers by uniqueness or change words to the last – this is sticking sticks in your wheels. After all, if somewhere it has already been written in the same words, then you will have to rewrite with more unusual words.

    New search engine algorithms also pay less and less attention to uniqueness. BERT analyzes the context of user queries and learns to understand natural language, EAT relies on the expertise and reliability of the content.

    But at the same time, neither Google nor Yandex welcomes copied materials. Yandex, for example, has a tool called “Original Texts” for assigning to the site the status of the primary source of a specific article. And it’s not just that: the uniqueness of SEO copy is still important to search engine marketing.

    However, it is not worth going to extremes and demanding articles with 100% uniqueness from copywriters. Set the middle bar: 65-70%. In the end, there are always things that cannot be named in other words (for example, proper names) – there is nothing to replace them with, and this must be understood.

  • Perespam

    In another way, nausea. This parameter is determined using Advego or Turgenev.

    “Turgenev” has recently become paid, with the exception of the “Stylistics” tab. If you and your author are using the paid version, then there is nothing to be smart about: after checking the text, the service will tell you what the risk of falling under the Yandex Baden-Baden filter and what to do to reduce it. Choose which threshold is appropriate for you, and indicate in the terms of reference how many points you can get the most.

    Advego is free, but there are no bright signals and colored bars “There is something wrong with your text”. See the indicator “Classic Document Nausea” and select the upper threshold. Indicate it in the TK, for example: “The classic nausea of ​​a document on the Advego service – no more than 4 points.”

    The classic nausea of ​​the Advego service document

  • Relinking with anchors

    Internal links are often anchored by keywords, and this is the right strategy: this way you strengthen the semantics and give an additional signal to search engines that your site is relevant for these queries.

    Select materials on your site that are relevant to the topic of the article and that most fully reveals its request. In the TK, indicate these pages, to which the link should be and under what anchor it should be used. For example, like this: www.your-site.ru / page-your-site /, anchor “How to choose a teapot”

Read also:   The sheet turns ... or 10 ways to style long texts on the site

Stylistic parameters

By stylistic parameters we mean non-measurable, non-quantitative parameters. That is, there are no services that will write a figure and everything will immediately become clear. Therefore, here you need to express your thoughts and wishes as accurately as possible.

  • The problem that the text solves

    An article with the same keys of the same volume and 90% uniqueness can be written in different ways.

    Therefore, write what task the finished text should solve:

    • sell services or goods;
    • educate, be informative, and thereby drive traffic;
    • go viral, spread, be bookmarked, make you want to tell all your friends and your dog about it;
    • give an expert point of view;
    • provoke discussion;
    • improve the company’s image.

    Pay attention of the copywriter to what content you need to disclose so that there is no need to rewrite 50 times. Let’s give specific instructions on how to use this or that query in the text.

  • Abstracts / skeleton

    A copywriter cannot know everything about your business or your client’s business if you are an SEO. No competitor’s articles will help better than an article outline.

    Write down what the author should tell you about. You don’t have to spend a lot of time and effort on this, just list the most important points point by point. For instance:

    1. What is local SEO: definition, parameters
    2. Explicit and implicit geolocation
    3. What local SEO results look like
    4. What is Local pack
    5. How to use local SEO: basic settings and tools

    Coming back to formatting: this structure helps the author to make the text logical and understandable.

  • Target audience segment

    The target audience of the site is usually heterogeneous; groups can be distinguished in it. Each of these groups needs different materials: look at the tasks of the text, at the intent of the keys – these are very different user needs.

    People who open an article for educational purposes (to learn something or learn how to do it) will not understand if the article will sell something. Imagine: you google “how to cut jeans at home”, and a page opens with the sale of a sewing machine for a promotion.

    Highlight the segment for which the material is needed (novice or experienced colleagues, competitors, employees or purchasing decision makers), and designate it in the terms of reference. So the copywriter will set the main idea of ​​the exact vector: the text will be most useful to its reader and will fulfill its task.

  • Multimedia

    Everything is simple here: if you need pictures, diagrams, infographics, tables or videos, write about it.

    Read also where to look for pictures for the site in order to put this process on track.

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