Подготовка ТЗ копирайтеру для лучшего SEO-текста
Hello, friends. This is the first video of two videos about copywriting for sites. The topic is very large, so I had to split it into two parts. In this video we will talk about the preparation of a requirements specification for a copywriter. In the next video we will talk about where to find a copywriter, how to work with him or her, how much to pay for the text and how to check it. Why do you need a good text? If you have collected a good semantic kernel, have defined landing pages for this kernel and have written a good high quality texts, which answer the question of the user, then you will start to receive traffic on especially low-frequency queries. That is, good text without links gives you low-frequency traffic. The next point – good text improves the behavioural factors on the site. People read the text, spend a lot of time on the site, go to other pages of the site in search of other similar texts, and, respectively, it improves the behavioural factor of your site, which entails a general improvement in the site ranking. Next. Young sites. Young sites usually have no money for advertising, no backlinks, no history, no word of mouth to attract customers, but they need to get orders The same: good semantic kernel, good texts and you start getting first visitors, first orders as a result of natural visitors. The fourth point is the general attitude to your site as an expert in your niche. You write cool texts that answer all the questions of users. And even if the user does not make the order now, he will remember your site in comparison with sites of competitors, as expert, and in any convenient case will make the order exactly from you and would recommend you. Further, why at all to learn making good texts. Why not do everything as before? When we have a hundred pages, we give the task to the copywriter to write two thousand characters per each page and the maximum that we require is to insert in each text some kind of key, like “buy”, the name of the product. Why is it important now to think of another, to think about the quality of the text? In 2013, Google introduces a new algorithm called “Hummingbird”. According to the head of Google search, this is the most drastic change of the search algorithm since 2001. What is the main point of this algorithm? If earlier the relevance of the document was assessed including by the technical characteristics of the text, such as volume or percentage of keywords occurrence now search engines learn to think as a user. It learns to evaluate the meaning of the text. Search engines can easily determine which text is good, and which is bad, even not considering the specifications. Yandex can do all the same, because the Russian language is native for this engine. So, we understood that it is important and we need to learn make good texts. Let’s start with the two rules. First of all, all the texts that we write which we order, we judge from the fact that these texts will be read by users on the site. These are not texts for search engine robots these are texts for users And we assume that the text to be read by the users will be read by a thoughtful reader who will analyse all the information. Therefore, we can’t order very cheap copywriting, use some machine translations or buy ready low quality articles. We need to write texts ourselves. And the next point is: the text should respond to the questions of the user. Everyone must have heard this statement. This statement is obvious, for example, for information articles, articles in the blog, when there is a topic and you reveal this topic in details regarding the subject of the user. But what is the user question for the main page text? What question would a user ask from the text for the product categories in an online store? For the main page this is the answer to the user’s questions “What do you offer? Why should I buy this from you? And how should I buy it? That is a showcase of goods, your advantage and information on how to make a purchase. For the product category, this is the solution for the user navigation task. Tell what products are present in the category, what are the subcategories and maybe give some general information about the group of products. We decided on why we need to write quality texts, determined the two main rules. Now let’s talk about keywords. We have collected the semantic kernel, clustered it by tops, and we have a group. One group per page. It is desirable that this group contained the following number of keywords: from one to twenty The first keyword is the main keyword, it has the highest frequency within that group. The following words go to diminishing by frequency. It is important that this group had keywords from the so-called “long tail”. These keywords are not so frequent, but in total their they give a lot of traffic. I showed it on the chart. We have a high-frequency request. For example, all our competitors make articles for it. Accordingly, there is high competition, but also a lot of traffic. There are middle frequency requests. They have a lower competition, but less traffic. There are low-frequency requests with minimal competition and the same traffic. But in the whole you can collect even more traffic from low-frequency requests than from a single high-frequency request. The next point is the analysis of competitors. What does it mean? We have the main request of our page. We enter it to Yandex and Google, and look at all sites on the top positions in both search engines. And we look at all sites. We look at Wikipedia, aggregators, forums, reviews. It doesn’t matter. In addition, look at your competitors, the same sites as your one. And look at the texts, assess them, because we are talking about texts first of all. We look at the texts. The structure of the text, how the text is built. We assess the used titles, headers, the structure of the whole text. We look at what images are used, what videos are used. We look at unusual forms of content, like quotes, the use of some schemes. And we look at some additional features, like a calculator, graphs, infographics in the text. We write all this into some text document. This is not a specification for a copywriter, it is information for us. About what kind of text to make. The one that would unite the best from all competitors. That is, you pull out some interesting moments from all competitors and form such a text, which will be the best in the SERPs. Now we proceed directly to the preparation r. of the technical task for the copywrite First of all, this is information about the volume. You should tell the copywriters roughly what volume of text you expect. What do we do? We go to Yandex, we go to Google on the main request of our text and watch the competition. And in this case we do not look at aggregators, Wikipedia. We only look at the type of sites our site belongs to. We look at their volume, volume of their texts and calculate roughly the average value. The search already showed us the sites of this type, what texts and what volume it likes. It is better to do this process by hand, because automatic services like “Megaindex” consider common values. That is, they consider Wikipedia, forums, and eventually you get some value that is way off the mark. That’s why we look at it manually. But the important thing is: you need to use your head. There is a top site, it has ten thousand characters, especially it concerns information sites. Ten thousand characters. And a competitor thinks: “Well. I want to take his place. I will make twelve thousand characters.” And the next thinks: fourteen, and so as it would lead to huge amount of symbols on the pages of competitors. Even if it is with images, what is the hitch? The point is that usually adding volume is not due to some new meanings, facts, information, useful to the user, but simply by making the text watery. That is why, first of all, after you’ve encountered a top website with ten thousand characters, ask yourself a question: “Do I need to write so many characters?” Or maybe you can limit yourself to three thousand characters and give a more compact good answer compared to competitors. The same goes for the reverse side. If everyone has five hundred characters, but you look at your structure, your semantics and understand that five hundred characters will not be enough for you, you can, respectively, increase the volume. But there are some minimal values – your text shouldn’t be below these numbers. Home page – from two thousand characters, landing page – from one thousand,
product card – from five hundred characters, and an information article – from three thousand characters. Next, information about the style of the text. I recommend to use information style for copywriting for sites. Information style. Maxim Ilyahov tells good about it. He tells in detail how to write such texts, gives examples of bad, good texts. He has a free e-mail newsletter with tips on editing text. There is also a paid newsletter. It is up to you which one to choose I use the paid one and I like everything. Next, LCI-request. If in the past the relevancy of the page was determined at the expense of just technical moments like the number of characters, the number of times certain queries were used, that is, the percentage of occurrences. Now search engines are trying to analyse the meaning of the text. But search engines are machines and they use the method of “latent semantic indexing” or “indexing of hidden meaning of the text”. In simple words: search engines try to find certain words in the text, which are often found in high quality similar thematic texts. We have our page, our text. And we have a technical assignment for copywriters. We write LCI-requests and attach the list. Add the queries, which it is better to use in the text, to this list, because copywriter is not a specialist and he will hardly look for any additional information. These are some terms, definitions that a copywriter hardly knows. These are synonyms. Next, we open Yandex and Google, input the query and watch what is highlighted, that is, what additional words are highlighted in bold. You can choose something from these . words and add them to the list Next we go to the site named “Prodvigator”, enter the main query of our text there, go to the report, the top by the phrase, export a list of sites, the tops sites on this query in the table. Open the table and start to copy the top sites to another site by portions. I.e. not the entire list, by ten sites. We insert it on the LemmaTOP site, choose bigrams, and this site analyses the content of all top sites, looks for the most common phrases, and these phrases are what we add to our LCI-requests. There will appear such phrases that will be used in texts, and you will understand what I’m talking about. Why do you need all this? When a copywriter writes a text without LCI-queries, he uses the words, which he used to And if we give him a list of LCI-queries, he is forced to use these words, because you said it, and he starts to use them in the text. Thus the text begins to appear more professionally written by the expert and this is exactly what search engines analyse in order to understand the meaning of the text. You need to make such a list. It can contain about from five to thirty phrases. Don’t do more. Copywriter will be confused. Well and it is important to tell the copywriter that this list is not a list of keywords that need to be used in direct inclusion. This is a recommended list of queries that are desirable to be used in your text. And, finally. Text structure. What is never done by almost any customer. That is, the copywriter is given a theme and volume. He is not given the structure. And what does a copywriter do? He opens Yandex, he opens Google and looks at the top sites on this request. Reads them and writes everything in his own words. Of course, the quality of such text will be low, so it is extremely important to give the copywriter information about what to write. For this, here we have a group of our keywords, a topic of the text. It is necessary to define with what structure the text will be and on what questions of the user it should answer, even in the format of subheadings. We start with what we think ourselves. Here we have the subject of the text information about what kind of questions we need to answer in this text. We write in our technical task: structure, colon, title, one header, two headers, three and so on. Next we look at the top sites. The sites important for our type. Not Wikipedia, not forums, namely our type. Look at the text structure on these sites. Next we look at semantics. We have fifteen queries and are looking at what is interesting for users by each of these queries. And these are the moments we write in our structure. Next we begin to delve further. We read Wikipedia, we watch some good videos on YouTube on the subject of our text. We read reviews and we look at the forums. In order to quickly find the threads dedicated to some product, service on forums: in the search we enter the query of our text as the main query, space bar, “inurl”, colon, forum. As a result, you will receive a result from forum where this query, the subject of your text is discussed. This way, you get a great text structure. In fact, you get the future structure of the text, which collected all the best from your competitors and if you write such text, it will be the best answer to the user’s question. As a result, for each page in the preparatory stage you should have an average approximate amount of text, style, specifying that this is information style without meaningless words. The list of LCI-requests, five-thirty items, and structure. The most complete, detailed structure of your future text. If you have questions about the preliminary stage for copywriting order, please ask them in the comments. Good luck.