Preparing content for the website

At this stage, we have formed the internal structure of the site. We know which groups of requests we want to promote. Next, we need to analyze what content is required to encourage these groups of requests and prepare a competent TK for the copywriter to fill the page.

High-quality content is required, which is usually ordered from copywriters. But even the most competent specialist can only write an article in full compliance with your requirements if provided with a detailed technical specification.

What gives the terms of reference

• Saves time. A ready-made technical task is a template that you will spend 2, 3, or 4 hours (as long as it takes) to compile.
• Saves the budget. You will write high-quality text for a reasonable price according to a competently assembled technical task.
• Gives the expected result. To avoid sending the text for revision several times or even editing it yourself, prepare a clear and precise technical task.
• Gives precise requirements for the reader. The technical task is the main regulatory document in the author and customer relationship. It contains all the needs for the fulfillment of which the copywriter will receive payment.

Cluster analysis

• Evaluate on which page competitors promote this group (home page, category page, product card, article, news)
• What number of characters are posted on competitors’ websites
• What text structure do competitors use?

Using LSI

LSI (from the English latent semantic indexing or latent semantic indexing, latent semantic analysis) is a method of writing text using semantically related words and phrases that increases the relevance of the content and meaning of the text.

Many people are mistaken in the fact that LSI queries are only synonyms. These are any keywords that appear in search results with a given keyword because they have the same meaning.

Thus, LSI keywords are divided into two types:

• synonymous (sLSI);
• relevant (rLSI).

LSI queries are essential for promotion since the LSI algorithm is the basis of modern search engines. With their help, search engines understand the meaning of your content much better. The robot analyzes web pages and determines the words most often used together. These are the LSI keys.

The terms of reference are the skeleton of the entire text

A copywriter is not a psychic. He does not know how to read the customer’s thoughts and guess his desires. If you cannot set the task, the performer will reveal the topic as he understands it. The result of such work, most likely, will not suit you. You must correct the text or send it to a copywriter for revision. But this extra red tape can be avoided if the exact requirements are written in advance, even before the start of the task.

What should be in the terms of reference

What must be specified in terms of reference for the copywriter?

The topic of the article and the purpose

Write down for what purposes you need the text. Do you want to post it on a blog, or will you sell something with it? Maybe you need a press release or a “shorty” for mailing. You can also post a link to your website so the writer can see what type of text is needed. An example is a powerful thing.

You also need to specify the type of text to cut off unnecessary applicants. Many copywriters on content exchanges write only “information” and do not take up advertising due to the lack of necessary skills. Therefore, I usually indicate the type of text (informational, advertising) in the title of the technical task.

Volume

Determining the size of the text, this is better to analyze articles from the top. Without any tricks, just run your eyes, and measure the number of characters through the Word counter. Information text usually has a volume of 5 to 10 thousand characters, selling – from 2 to 3 thousand characters.

Key queries

Remember that if we add a bunch of keys to the text, we will fall under the sanctions of the PS. Therefore, we need to act more carefully.

Take 2-3 high-frequency queries and reformulate them so that they can be entered without harming readability. For example, in the request “pimples on the face causes,” the copywriter will not fit organically into the actual occurrence, so it should be redone into “causes of pimples on the face” or put in the subtitle H2. Low-frequency queries should be broken down into separate words and transmitted in this form to the copywriter so that he also enters.

Uniqueness

Here you need to prescribe a minimum bar for the uniqueness of the text and – be sure! – anti-plagiarism, which will be checked. Antiplagiates have different algorithms so that one can show 50% and the other 90%.

Structure

I always make a plan for the article I want to receive. Creating an article plan with your hand and passing it to the copywriter will increase the chances of getting a good text.