Writer’s Guide


Check the CR1 section.

You have been assigned to write this article or have claimed it from the pool of available writing assignments.

Read the full assignment specification in the CR1 section and check for any special instructions.

You can read a description of the CR1 – ARTICLE DESCRIPTION here: CR1 – ARTICLE DESCRIPTION


You have been provided with a general idea of the topic for the article.

You have also been provided with a Focus Keyword and possibly some suggested titles for the article.

With these in mind you need to think of what you might write about for the article.

You may need to do some research if you are not familiar with the topic.

Consider this an investment to secure future assignments for this topic.


The Description may include:

OBJECTIVE – This is strategic purpose of the article

CALL TO ACTION – This is specifically what you want to moativate the reader to do after reading the article.

If provided you need to keep these in mind when writing the article.


You have been provided with an LSI keyword list, which contains many terms related to the focus keyword. We suggest first opening this list and scanning through it as it can often provide topic ideas. The LSI keyword list is located in the article folder (link in the C1 – ARTICLE DESCRIPTION section)

Search engines can be a great resource and its ok to grab ideas from articles you find as long as you do not plagiarise the article.

Some other resources that can help you with topic ideas are:

Eg. Topic Idea

You have decided to write about the importance of finding a reliable removalist and the potentially serious consequences of your removalist not showing up.

Once you have the idea for the topic you can start planning the article using your preferred method.


With an idea for the topic and the focus keyword (and maybe some suggested titles), you are now ready to create the article title.

The article title will incorporate the focus keyword but in most cases it should be expanded to be a natural readable article title.

You can use a “Stop word” to make an awkward Focus keyword sound more natural.

A stop word is a word that is ignored by search engines, so its use won’t diminish the keywords meaning.

See a list here: https://www.link-assistant.com/seo-stop-words.html

If our Focus Keyword is “removalist Melbourne”

We can insert a stop word so it reads “removalist in Melbourne”.

This makes it much easier to expand into a readable title.

An expanded title might be “How to find a reliable removalist in Melbourne”

Place the Article Title at the top of your draft using “H1:” as a prefix.

H1: How to find a reliable removalist in Melbourne

This indicates that this is the Article Title.


With the article title you were constrained by the need to incorporate the focus keyword.

The Article Titles can be a little boring.

You may have thought of more interesting and catchy titles for the article that you could not use.

Think of article titles you have seen that made you curious or otherwise captured your imagination.

This is where you can be creative and give the article the title you really think it should have had.

We will include this sub-title in a prominent position and might use it creating meme’s and social media headlines.

Place the Article Sub-title at the top of your draft using “H2:” as a prefix.

H2: What if your removalist does not turn up?

This indicates that this is the Sub-Article Title.


Sub-headings are part of your word count and are easy to add.

Using sub-headings helps break up text and makes it more appealing to the reader.

Use subheadings to break up long blocks or text and when new ideas are being introduced.

You could use a sub-heading for every paragraph as long as it does not seem overdone and detract form the readability.

Like the article sub-title, sub-headings can be creative and make the article seem more interesting.

The LSI keywords can make good sub-headings.

You can construct you own or take extracts from the text below.

Place the sub-heading above a block of text with line above and below it and use “H3:” as a prefix.

H3: Property settlement and the legal consequences

This indicates that this is a sub-heading.


We have a graphic artist who will provide a custom image for the article.

Depending on the type of article it might be desirable or even necessary to reference other images and include them in your article.

You can add a description of the included graphic which helps increase your word count.

You might want to reference charts, diagrams or photographs that are highly relevant to your article. When including such images you need to credit the source and provide a link. You simply insert this in your article using the “IMG:” prefix and a link to image source.

IMG: (image file name), (source name and URL)

Our Webmaster will check the image and insert it into the published article and credit the source including a discrete link.


An external authority link with description form part of your word count and are easy to add.

If your article is curated then you will already have an external link automatically included and there is no need to add another.

If your article is original then consider adding a link to another authority source (not a direct competitor).

Examples of authority sources includes Wikipeda, Google, Microsoft etc

Adding an external authority link to your article boosts credibility and can benefit the authority of the page, which in turn can influence its search engine ranking.


It’s time to start writing your first draft.

Use short sentences 20 to 30 words.
Paragraphs 6 lines max – 3 to 4 is best
Do not use any of the formatting features of the editor you are using.
The focus keyword should be naturally included in the article twice, once near the beginning (first sentence if possible) and once somewhere near the end.

Return to the LSI keyword list and starting at the top of the list select at least half a dozen that are relevant to our topic idea and can be naturally and easily included in your article.

If you find yourself struggling to include something you selected then skip it as it’s probably not a good choice. You should have been provided with a copy of an LSI keyword guide. If not ask the Content manager to provide this and read it before you start.

You will be asked to provide the list of LSI keywords used in the article. This will be included in your word count meaning you get credited (paid) for these words twice. In the actual article where they are used and in the Admin section at the top of the article where you are asked to list them.


Title Tags is an administrative task covered in the base rate.

The title tag appears in the head block of the page and is not a meta tag. The title tag is a required page “element” according to the W3C while Meta tags are optional page descriptors.

The Title Tag is one of the most important parts of your article and it is imperative that you understand the important role this tag play in the success of your article.


Please read about best practices for creating the Title Tag element here:

How to write meta title tags for SEO (with good and bad examples)

Please review the following Title Tag Checklist:

Length: Title tags should be 50-60 characters long, including spaces.
Keyword placement: Your most important keywords need to be first in your title tag, with your least important words coming last.
Brand name: If your company name is not part of the important keyword phrases, put it at the end of the title tag.
Do not duplicate title tags: They must be written differently for every page. Don’t mass replicate your title tags it will negatively affect your search visibility.
Make it relevant: Title tags must accurately describe the content on the page.
Do not ‘keyword stuff’ title tags: these are badly written title tags that try to rank for everything or repeat a word over and over. Keyword stuffing is the worst offense when it comes to title tags and you will be penalised for it.
Make your headline (h1 tag) different from the title tag: This is another opportunity to vary the keyword phrasing of your page and increase its chances of appearing for different search intent.


The Meta Description Tag is an administrative task covered in the base rate.

The importance of most Meta Tags has greatly diminished over the past few years and there are some that do not consider them even necessary now.

The only exception is the Meta Description Tag which is still used by some search engines and while not used as ranking signal by Google is still considered as part of the article and more importantly is often appear when people share your articles across other websites and social channels. The quality of the description will influence the decision of the searcher as to whether they want to click through on your content from search results or not. The more descriptive, attractive and relevant the description, the more likely someone will click through.


Please read about best practices for creating the Meta Description tag element here:

How to write meta descriptions for SEO (with good and bad examples)

Please review the following Meta Description Tag Checklist:

Keywords: do make sure your most important keywords for the webpage show up in the meta description. Often search engines will highlight in bold where it finds the searchers query in your snippet.
Write legible, readable copy: this is essential. Keyword stuffing your meta description is bad and it doesn’t help the searcher as they’ll assume your result leads to a spammy website. Make sure your description reads like a normal, human-written sentence.
Treat the meta description as if it’s an advert for your web-page: make it as compelling and as relevant as possible. The description MUST match the content on the page, but you should also make it as appealing as possible.
Length: a meta description should be no longer than 135 – 160 characters long (although Google has recently been testing longer snippets). Any longer and search engines will chop the end off, so make sure any important keywords are nearer the front.
Do not duplicate meta descriptions: As with title tags, the meta descriptions must be written differently for every page. Google may penalise you for mass duplicating your meta descriptions.


You have been provided with a WORD template for submitting your article.

This is comprised of a cover page and the content page(s).


ARTICLE ID: (the ticket number becomes the article ID)
AUTHER: (your ID and first name)
YOUR WORD COUNT: (your original words on content page including H1 and H2 tags)
TOTAL WORD COUNT: (total word count including any curated content)
FOCUS KEYWORD: (specified focus keyword)
TITLE TAG [60]: (the title tag you created)
META DESCRIPTION TAG [135-160]: (the meta description tag you created)
LSI KEYWROD LIST: (list of the actual LSI keywords you selected and used in the article)

H1: (the document title you created)
H2: (the document sub-title you created)
(the article)
Finally you need to upload your final draft to the article folder.

Name the file to (documentID)-draft-R#

(documentID) : the ticket number
-draft- : indicates it is draft submitted by the writer for proof reading and the final copy ready for publishing
R# : R stands for revision and any subsequent revision with be numbered squentially starting with 1.
A link to this has been specified in the CR1 – ARTICLE DESCRIPTION section.

Upload your draft and mark completed.


Workflow Assignment

Assign to CR5 – PROOF READING : Assign back to the Marketing Manager (enter “CR5” as reason for Assignment)