Correct technical task for the copywriter. How to make it?


Our team of professionals regularly makes technical requirements (technical specifications) for many copywriters. They can be made for us or for customers. It’s not so easy to create the right task. We offer an article that will become a useful material for readers, not a guide to the application. With its help, you can learn to do the correct TK with all the requirements.


  1. Analyzing articles from competitors and creating sketches
  2. Gathering statistics and parsing
  3. The amount of text
  4. Defining keys and transferring to TK
  5. The Importance of Keys
  6. Creating an article structure
  7. Creating sub-headings
  8. Population description
  9. Find words or LSI for additional mention
  10. Availability of tables and videos in the texts

This topic applies to:

  • Information requests and articles;
  • The text does not provide detailed instructions on how to create a TOR. Here are descriptions of thoughts to this approach. This will allow to evaluate the approach and essence of the work on the drafting of the terms of reference.


A detailed description of each item will allow you to quickly understand the compiled TK, taking into account all requirements.

 1. Analyzing articles from competitors and creating sketches.

Each site has a certain theme, and therefore for the articles should be selected topics that best correspond to a certain direction. This issue is considered very serious, because it is very difficult to find exact topics on the topic of the site. To create a future article and effectively promote the development of the structure and number of keys used. To evaluate the articles of competitors, you need to create a rating of the top 20 of them. Pay attention to the following nuances:

  • The subject of the text itself should be carefully disclosed, and the author is obliged to understand it. This is the only way to reveal the essence of the matter.
  • Structure with categories and subcategories.
  • The size of the article should correspond to the needs for a full disclosure of the answer to the question.
  • Using queries in headings and subheadings.
  • The analysis of the coefficients TF * IDF and IDF is carried out through the Mega-Index or other type of analyzer
  • The presence of tables on the page and whether they are necessary. If they are to be in the finished task, then in a comfortable form for perception.
  • Presence of the video.
  • Create TK sketches with key queries.

If you can not see the rating of 20 suitable sites, then you can understand only the structure of the site. Here, subheadings from h1 to h6 should be considered. For this task, you can use the Arsenkin tool. With its help, you can quickly determine all the subheadings of their sites of interest. It’s very convenient to work with, and it quickly processes information. After the research, a file with the original essays is formed. If we consider the TOP-20 best articles, then we will discuss the most suitable and highly informative articles. With their help, copywriters will be able to determine which article will be most appropriate for a particular topic. After creating the structure and defining the queries, you can start processing and parsing.

2. Collecting statistics and parsing.

For this task, you need a collector and MOAB. As for the IAEA, in most cases it does not apply. But if you look through the queries for Mirok LF, then this will be the best option. To work also require services:

  • Wordstat.
  • Matugen does not have an ideal formula for calculation. It is not used for commerce. With this service there can be a lot of problems and the optimizer will be seriously stuck. If we consider information requests for articles, then the service is the most suitable. He is up-to-date and performs well.
  • Advocacy. This service can be easily added to the Mutagen. It is excellent in its percentage ratio. Service is able to provide a shift in the issuance of + inexpensive. Most often used to compare 2 equal keys.
  • Pixel Tuls

The algorithm of actions will allow:

  • Create queries and unzip masks
  • Perform an auxiliary query analysis using a clusterizer.
  • Estimate seasonality. If the time of the year changes, the requests can be seasonal. In a particular case, seasonality is and often is activated from October to December. In this case, you need to perform statistics for the year and for each month.
  • Evaluate the information, or rather the directive rates, frequency, competitiveness, query density, its commercialization and Advoda.
  • Eliminate garbage and low-frequency keys, commerce and dummies;
  • Initially, the system issues 1 to 2 thousand requests for an article, but as a result of research and the frequency of them remains up to 80 pieces.

As for commercialization, the request is always checked. Sometimes the wishes of the client are limited, and he must analyze the requests. After all, there are markers that are distinguished by increased information returns. If the requests have a common word form, then the issue is most often information, although it seems commercial. Queries can have the form of a question or service. They have “why”, “how” or “what” markers. With these words will be increased information delivery. As soon as it becomes clear that the requests can help the site to reach the Top. Very often in the text you can use just two keys “slaughter” and “cutting”. But here there can be problems. Themes are very similar they can be boldly combined, then this should not be done better. They need to be divided and for this it is important to know some of the nuances:

  • Yandex can perceive articles differently, especially in cases where questions are prescribed separately. All the presented variants of articles included in the rating 10 have a variety of topics;
  • After checking the first item, you can go to the second one. It is required to determine whether an article is needed on a particular topic and whether it is worthwhile to do the work of copywriters. There is a lot of traffic on the topic and it is necessary to determine the particular. After verification, you can decide to create a separate article.

For example, you can consider articles about “Vietnamese pigs.” There are a lot of them, and to create a separate article, you should choose another topic, like “slaughter pig”. Based on the selection principle, you can create a general article on this topic. The principle of selection is an important point. As a result of the work done, you get a working file with the keys, and notes are added to the Exele. At this stage, you can determine that specific words and expressions from this area among ordinary customers and visitors are not popular. They are rarely consumed. In the articles you can see such words as hanging, snapping or fixing. These words are important, but they do not need to stop and concentrate attention. Such terms can be added to additional words, and the copywriter himself decides where and how to use them in the text.

3. The amount of text

After studying the articles from competitors, you can draw out an outline for the number of requests and structure. This will determine how much space is required for the article. At this stage, you should consider the following features:

  • Today, there have been major changes in the articles. They have become larger in volume, which makes them more informative. It is perfectly normal to see an article with a volume of 10,000 sbps – 15,000 sbps. For example, you can look at the site There are articles with a large volume, up to 30,000 sbps. They have a lot of images and subsections.
  • To create an optimal article, you need to evaluate all the variants from the rating. Only in this way will the copywriter write the text without unnecessary information, that is, “water”. In practice, there are cases when the text does not fully meet the requirements and circumvents the results in the issuance. This is due to the presence of “water”. They are circumvented by information options. Large volume is an important indicator of becoming, but if there really is something to write about.
  • If there are schemes and tables in the text, but there are none in the source code, your volume will be reduced. These indicators during the search are presented in a compact form, which will affect the volume.
  • The scheme “500 sbps per request” is incorrect and not thought out. It can not be used in any case.

If you regularly analyze sites by volume, then in the future you can determine the structure very quickly. It is enough to look at the TOP and look at the structure to know the optimal volume. In this case, additional information will always come in handy. They do not interfere with the creation of the characteristics of the future text. Constant work with the composition of the task will speed up the process.

Such information is often represented through special services, like:

  • Seocilin will allow to derive the average information on the texts that were in the TOP-20 or TOP-50. IDF words are also analyzed.
  • MegaIndex is an analyzer that parses and analyzes parsing.
  • will check the properties of the texts.

The amount of text

4. Defining keys and transferring to TK

From submitted to 50 to 80 keys, you need to filter. For TZ, you only need to leave 10-15 pieces. To transfer them to the terms of reference, you must adhere to the following rules:

  • The keys must be of normal fullness. Their exact and standard part should be between 7 and 10. If you consider other trade requests, then the requirements are completely different.
  • Variety of word forms.
  • Relevant to the topic under consideration.
  • Lack of commercial distribution.
  • Work Competitiveness. For some projects, a mutagen count of more than 5 is not appropriate.
  • A suitable frequency.
  • Readability of requests and phrases.
  • A suitable cost-per-click.
  • Observance of seasonality, if necessary.

The resulting kernel is divided into two parts:

  1. Statistics
  2. TK for the copywriter.

The first document presents data for SEO-shnika. There are a lot of keys in it and statistics are held for each. The second is considered cleaner. There are data for the copywriter with a list of requests. It can be safely sent to work, and the performer will be able to determine the text and its structure. Copywriters will be able to quickly evaluate the task and proceed to it. The resulting file can look like the following:

5. The Importance of Keys

This question can cause a lot of negative reviews and a question. Especially it concerns the results of text analyzers. If we consider the classic understanding of SEO, then the job must contain the queries in the volume that is given in the job. This is correct, but only if this task is handled by robots. The ordinary copywriter not only leaves all the keys, but also prescribes part of them to complete the thought and reveal the meaning of the topic. Most often in the task are the words that are in the entry. They are semantic for all articles. A copywriter tries to stick to a given topic and therefore there are more of them than required.

If a task is sent for execution, which is violated, then why give it to the performer at all? About this issue often reflect when you read the finished texts. It immediately becomes clear how hard it was for copywriters to comply with all the requirements and use phrases and words to complete their thoughts. As a result, it was possible to come to the conclusion that the performer does not have to give specific figures on the values. It is enough to indicate which of them are important and which are not. This should be provided in a specific form:

  • There must be a difference between the two keys. The artist should immediately see which are important, and they should be used more often, and which less often.
  • Instructions for possible dilution and declination.
  • TK should be read quickly and intuitively. There should be no problems with it. A copywriter must quickly understand the assignment and start working.
  • The final quality is affected by the freedom to accomplish the task.
  • Differences between keys must be fixed and distinguished by the stated values.

Importance of keys and coefficients

As a result of long-term placements, the coefficient of importance of requests appeared, varying in percentage. If you set a short graduation, you can immediately identify valuable and not important keys. The result is the following:

  • From 100% to 80% of the word and phrase must be present necessarily in the finished text. Distribution should be not only in direct entry, but also in a diluted form. Often, all queries are applied several times.
  • From 70% to 50% should also be in the text, but not more than 1 or 2 times. If you need more, then you need to dilute them with words.
  • From 40% to 20% is required to be used in the text only when it is necessary. At the same time, the readability of the text should not be reduced. To facilitate, you need to use a diluted form, that is, the addition of plug-in or co-words, the change of word form or prefixes and suffixes.
  • From 10% or less, you do not need to use the text at all. They pay attention, since they can be used to connect words or obtain a word form. They can only be used in diluted form.

As a result of these indicators, the performer will be able to determine which keys will be the most important for him, and these need to be used less often. TK will be quickly dismantled, and writing is easier. Thanks to these features, it became clear that the quality of key implementation and the level of texts rose significantly. Correctly composed TK will not be doomed. If we talk about the definition of the coefficient, then it is much more difficult to perform. The optimizer will have to register not just the number of entries, but to do a complex job. That’s why you can follow several tips that will help with the task:

  • The keys and key + tail should not have one coefficient. If it is, it will not look natural in the test;
  • With a bad wordform, the indicator should be lower, and everything, because the readability is reduced.

As a result of the complex work done, the following file will be obtained.

6. Creating an article structure

Many wonder why the structure of the article is thought out at the end of the compilation of TK? This is due to the fact that to create the right and high-quality text you need to implement important queries into subheadings. This is an important point. And to register a task, you need to determine the number of keys. Based on the particulars obtained, it will be possible to determine priorities and which ones can be used in sub-headings, and which ones can not. Only this will correctly and fully reveal the topic.

For example, you can consider a TOR with several good queries. In this case, one of them is entered in the headers, and the second in the text. With tails, you can fully increase the structure and the text itself. You should pay attention to the word in the “insert” task. If you write in the TOR, that you want to add a word or phrase, then this can be understood literally. That is, take the key and completely transfer it. In some individual cases this is completely justified, but in others it will look “optimized” and not naturally. That is why it is advisable to prescribe “implement”. This word indicates the possibility of modifying the key. This does not harm the informative nature of the text and its readability.

It should be clarified that the copywriter should not deal with the structure of the text. This task should be entrusted SEO-shnika, which will be able to perform a task analysis in just 20 minutes, and compile information subheadings. A more in-depth and complex level of the job with the kernel will allow you to determine the correct structure with the embedded keys.

Creating an article structure:

  1. The structure of the text should initially be defined with all the subtitles. For example, for the main one, you can take “How to open a restaurant”. In order for the text to be fully disclosed, you need to think through all the sub-items like:

– h2- How to open a restaurant

– h3 – Choice of the taxation system;

– h3 – Search for a room;

– h3 – equipment search;

– h3 – employee search.

Based on this example, it becomes clear that important items and sub-paragraphs allow you to fully open it and the reader will be able to fully understand the essence.

If the sub-paragraphs simply fill the topic, but do not fully disclose it, the structure may be different:

– h2- How to open a restaurant:

– h3- How to increase the profitability of the restaurant;

– h3- How to increase the income of the restaurant;

– h3-How to create a restaurant chain.

On the one hand, this task may seem unnecessary, but here the optimizers and copywriters can get a little confused. That is why when compiling TK, you should choose the best variant of subheadings and solve this issue.

2. When compiling subheadings, priority should be useful and informative. Initially, it seems that it is very easy to come up with subtopics, but you can collect tons of LF wights behind them. As a result, this will lead to a very good result.

3. Alternate keys can be included in sub-headings. If the job is given two keys. One has a rate of 100%, and the second – in 70%. Here is the second you can add a subtheme and similar images to tighten the volume in the text. The first one will be just as important, because it will be used in the text itself.

4. For volume articles, only 3 to 4 basic subtitles, and 3 or 4 for the disclosure of the topic, are sufficient. As a result, in general, there will be only 12 to 16 sub-items.

5. For small articles, only 3 to 5 subheadings with no disclosing additional items are sufficient;

6. In practice, there are cases, regardless of the volume of the text of subparagraphs, there may be from 10 to 12 pieces. This will greatly diversify the text.

There is a serious problem before the optimizer. On the one hand, they need to apply keys for a particular topic, but with another article should correspond to a specific sub-topic. This will maximize the issue. If you want to consider a topic ancillary, then the copywriter is required to leave a note. The essence of the article will not be lost.

7. Creating sub-headings

When selecting semantics and creating TK, you need to consider common topics. When TK gets a copywriter, then there are problems. They can use questions or add master keys to create a full-fledged header. To compose an SEO-header, you need to consider some features. For example, we will result in erroneous items that were taken from real jobs.

  1. A title within a single fragment.

Invalid: Semantic core: how to assemble, register TK, think over structure.

True: How to build a semantic kernel: write TK for the copywriter and create a structure.

 2. For longer articles, longer subtitles are used that will maximize further text.

Wrong: How to untwist the restaurant

True: How to untwist the restaurant and attract visitors (this will allow to introduce the key into the header);

 3. The correct word form, and easy to understand.

Invalid. Buying invisibility how to get a loan;

That’s right. How to get a loan for buying a property.

 4. If there are 2 good and a master key in the job, you should both use them.

True: How to self-glue wallpaper: the technology of wallpaper gluing.

8. Population description

When completing this item, a dilemma appears before the optimizer. He does not want to register it on his own, since he is engaged in more important business matters. His work is 2-5 times more expensive than a copywriter. But the second you will not give this important task. That’s why you need to give a more correct instruction for writing tags. When flooding, you should use the basic keys. The main requirements are:

  • A capacious, informative and brief description.
  • Using the base key.
  • The closing style.

9. Find words or LSI for additional mention

LSI or the latent semantic index has become a novelty. Initially, there was a lot of disagreement. Many argued that this LSI looks very different. The most important point is that by providing a list of additional words, the article will be enriched and become more informative. This feature must be taken into account.

This raises the question, where do you get these words?

  • From the kernel. It is enough to look at 1000-2000 queries and find out there additional words on this topic, which are represented in the form of LF-tails. They can be safely added to the text and do not worry that the meaning will be changed. Snippets of LF-tails should be added to the TK plate
  • Arsenkin’s service
  • MegaIndex Analyzer

Most begin to parse all the words, and put them on the plate. But 90% of the presented words and phrases are simply meaningless. They are already in the requests and in addition they do not need to be used. The copywriter will be able to add them to the headings and subtitles. Add only those words that are really needed. This will lead the performer to an important thought.

10. Availability of tables and videos in the texts

For a good reading of the material and a detailed reading of the information in the text should be:

  • Subheadings.
  • Videos.
  • Images.
  • Tables.
  • Schemas.
  • Infographics.
  • Notes.
  • Quotes.

All this will make the text interesting and valuable. Users will be able to evaluate it and quickly get acquainted with the material. You must use them:

  • The table is suitable for enumerating items or data.
  • Videos are most often used for manuals, manuals and manuals. This is well suited for articles with descriptions.
  • Infographic is most often used for texts of 15,000 characters or more. Doing it is easy, because today there are various free services.
  • The calculator is an important element for automotive, building and other sites where data is to be calculated.

Find words or LSI for additional mention

Ready TK for copywriter

As a result, you can get a good TK for the performer. Of course, it will take a long time, but it’s worth it. The copywriter can quickly read the assignment and quickly understand what it is worth writing an article in accordance with all SEO requirements. Depending on the imagination, the keys will be placed in the right priority.

The author of the article: rSEO

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