Terms of reference for a copywriter: How to write a technical specification for SEO text and get into the TOP 10 (Example)

A step-by-step guide to preparing technical specifications for a copywriter with an example. Use the template to achieve high rankings in search engines, even with 70%+ uniqueness (tested on many sites).

I give an example of the terms of reference that I use when ordering SEO texts. Just take it and adapt it to your data to get results, as in the example.

Example of technical specifications for an article. For service pages, the structure will be simpler, but the general template is the same.

What is technical specification for a copywriter?

A technical specification (TOR) for a copywriter is a document that is prepared by an SEO specialist to create text that meets the requirements of search engines. It specifies the goals, structure, and mandatory SEO rules that a copywriter must take into account.

What happens if technical specifications are not prepared?

Without technical specifications, the result may not be optimized for SEO. In most cases, the text will have to be rewritten or modified. Without the correct structure and requirements, the text may not meet the necessary criteria for promotion in search engines.

Step-by-step guide to creating technical specifications for a copywriter

What information should be indicated in the statement of work? Example below.

Website: example-site.ru

URL: http://example-site.ru/article/driver-license-vision-criteria

Title: What kind of vision does not give a driver's license: restrictions on obtaining

Description: Is it possible to get a driver's license with poor eyesight? Find out what restrictions exist and how to pass a medical examination to obtain a driver's license.

H1: What kind of vision does not give you a driver's license?

General requirements for the text

• The text should be written in clear and accessible language, avoiding slang and complex words. Write the way you speak.
• The text should be useful and solve problems for readers. Do not try to insert keywords artificially so that they do not violate the meaning of the text.
• Paragraphs should be of medium length (250-450 characters), broken down into 3-5 sentences for ease of comprehension.
• The text should be divided into logical blocks using headings (h2, h3, h4).
• Include numbered and unnumbered lists, tables, if your competitors have them.

Technical SEO requirements for text

• The text must be submitted to Google Docs with editing rights.
• Do not exceed the occurrence of keywords by more than 2-3%. Check through text analysis services.
• The uniqueness of the text is at least 90% according to verification systems.
• Text volume: 8000-10000 characters without spaces. Avoid water if you don’t know what to write - submit the text as it is.
• Google Docs should contain screenshots with the results of text uniqueness and curvature checks.

Key words in the text

• Don't use keys mindlessly to make them sound natural. You can change the forms of words, put words in places, use synonyms.
• Key words should be highlighted in bold in the text when submitting the work.
• Keywords should be distributed throughout the text, avoiding their concentration in one place.
• The first occurrences of keywords should be in the first paragraphs of the text.

List of keywords

Keywords should not be inserted artificially. Use them in a natural context.

• vision to obtain a driver's license
• poor vision on driver's license
• What type of vision does not give you a driver's license?
• visual impairment to obtain a license
• medical examination to obtain a driver's license
• Is it possible to get a license with poor eyesight?

LSI words to improve context

Use these words in the text to improve semantics.

• driver
• category
• medical
• vision test
• driving
• glasses
• automobile
• control

Limitations on the use of words

Use keywords wisely, without repeating them too often in the text.

Competitors from TOP 10

• http://example-competitor1.ru
• http://example-competitor2.ru
• http://example-competitors.ru

To the question “what is this?”

If the text contains the question “what is this?”, add a detailed definition of the term. An example of a definition can be found by examining search engine results.

Approximate content of the article

To optimize the article, it is better not to add unnecessary information. Use only data that is important to your target audience.

The result of the written text according to the technical specifications

Fragments of text written in accordance with the technical specifications may be submitted for verification. The text must meet all stated requirements.

SEO promotion results

Despite the imperfect uniqueness of the text, the article took high positions in search results. To promote such content, it is necessary to take into account all SEO aspects, including text structure and keywords.

For questions regarding the preparation of technical specifications and SEO optimization, please contact the SEO studio "SEO COMPUTER" by email: info@seo.computer.

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