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Creating Blog / Page Writing Assignments

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Overview

You will do the following, in-order, once you’ve selected a keyword and done the necessary keyword and audience research in Ahrefs:

Job Code Creation

Navigate to the following Google spreadsheet:
https://docs.google.com/spreadsheets/d/1nh_CPARnnpF7ZPxr1E__tLOntEBWg3dC4ic7QswsB0M/edit

Note the most recent job code and create a new one directly after that one. Example: most recent code is OLI-213, create a new one as OLI-214.

If the article/job is intended primarily for organic usage (blog article, keyword research occurred, etc.) put “yes” in column C. Otherwise, put “no” instead.

Add the keyword and the current date to colums D and E.

Place the links to Zipbooks, Textmetrics, and the Trello card as you complete them in the next steps, in columns F-H, respectively.

ZipBooks Project Creation

Navigate to the ZipBooks Projects page:
https://app.zipbooks.com/projects

Ongoing engagements will have a {client-code}-999 parent project created by a PM. If this is missing, contact one. Click on the parent project for the client.

Under the “Projects” column of the parent project, create a new project with the green plus icon.

Define the project name as the full job assignment: {job}: {keyword}
ex. OLI-110: braces with missing teeth

Ensure “Billable” is UNCHECKED for all ongoing engagement assignments! These articles will have been paid for in advance by clients, and we do not need to bill for the time, simply to track it and account for it.

Parent Project will default to the project you’re creating this under once created, even though it’s empty – ignore.

All team members should be selected (and should be by default).

Save project. Done!

TextMetrics Page Creation

Login URL

https://app.textmetrics.com/#/app/projects/

Create Textmetrics “page” within the client’s project

From the “Projects” page in Textmetrics, locate the respective client’s project, and create a new page from the menu icon on the right side. If a client folder is confirmed to not exist and this is their first article, create a new project with the following schema:

{CLIENT CODE}: {domain name} ex. OLI: ooliortho.com

All client pages in Textmetrics must be assigned to a client project, for organization at scale. NO ORPHANED PAGES! In the event you accidentally create an orphaned page, it can be assigned to a project on the “Pages” page, via the options dots in the upper-right-hand corner of the respective article/page. Select the “Move to project…” option.

Configure the single Textmetrics page’s settings

Assign the primary keyword

With your page created, you’ll first be prompted to set your primary keyword. This will be the main keyword also defined in the Trello card task.
ex. braces with missing teeth

Page Title

This will be identical to the title of the card on Trello:
{client code}-{job code}: {primary keyword}
ex. OLI-110: braces with missing teeth

Define TBD article title as an H1

This differs from the Textmetrics page title, which is just for describing the article internally. Create an H1 with the TBD article title also used in Trello, within the content editor of the page.
ex. Can You Get Braces with Missing Teeth?

The “headings” dropdown is inbetween the “Styles” and “Font” dropdowns. “Normal” is the default selection.

Link Recording

Textmetrics updates the article link once you’ve saved it, so you have to return to the project page and come back into the article, once saved, to get the new updated link. If this is not done, a blank page will be opened and/or the existing article will be overwritten.

Trello Card Creation

Full Trello Card Template

Click here for more information on where and what these sections entail.

Card Title (copy-paste or write out in Card title)

{replace with Job Code}: {replace with main keyword}

Card Description (copy-paste in Card description field, replace)

If article has potential to spawn sub-articles, notify writer with the following: <<< Subject topic is expansive enough that it might spawn sub-articles, notify David and Richard when article approaches 2,000 words to trigger a content strategy adjustment and the creation of new sub-articles. >>>

{replace with ZipBooks Project link}

{replace with textmetrics link}

TBD title: replace with temp title containing main keyword

Target audience: {replace}

Keyword and keyphrase variants:
{list of 3-7 or so below, not inline}

Strategy: {replace with 1-3 sentences of recommended strats}

Top relevant SERP results:
{list of 2-5 relevant SERPs below, not inline:
URL link, line break, DR: 1-2 sentence description, double line break/repeat}

Trello Card Details

Location

Create card in the “Distant Queue” of the Writing board

Title

{Job Code}: {keyword}
ex. OLI-110: braces with missing teeth

Card Description

Some topics have multiple strong sub-topics. If this is the case, the strategy for the article may be to shift the article to a large-summary cornerstone piece, at which point the sub-topics will be broken off into their own articles. The following snippet should be used at the very top of the Trello card description to direct the writers to trigger content strategy adjustment.

ex. <<< Subject topic is expansive enough that it might spawn sub-articles, notify David and Richard when article approaches 2,000 words to trigger a content strategy adjustment and the creation of new sub-articles. >>>{link to ZipBooks page} (click here for setup instructions)
ex. https://app.zipbooks.com/projects/232889{link to textmetrics page} (click here for setup instructions)
ex. https://app.textmetrics.com/#/app/edit/page/22632d78-5fda-4245-a5d5-440f296cc615TBD title:
ex. How do braces work with missing teeth?Target audience: {children? parents? teens? professionals? who are we writing to?}
ex. Children, teens, and their parents who will be considering braces for themKeyword variants:
{3-7ish variants of the keywords from ahrefs}
ex.
Can you get braces with missing teeth
Braces with missing teeth before and after
Can I get braces with missing teeth
Getting braces with missing teeth
etc.Strategy: {utilize sneak-peeks at the top SERP results to determine what’s working best for others and any recommendations on how we can improve or provide a new perspective, etc.}
ex. Top results are mostly “listicles”, but the top result is a more in-depth article with supporting video with examples of mouths with missing teeth that were able to get braces. Focusing on specifics like “missing FRONT teeth” and “missing ADULT teeth” will also lend additional options to exceed the quality of competition.Top (2-5) relevant SERP results:
{link}
{DR from ahrefs}: {contextual description of the relevant SERP}
ex.

https://ivanovortho.com/braces-with-missing-teeth/
DR 31: Very brief article, but it has an embedded YouTube video at the top which may account for part of its top billing

https://hansenortho.com/orthodontic-answers/can-get-braces-missing-teeth/
DR 26: Comprehensive article with an attractive hero picture, as well as quality content about what the next step is for patients with missing teeth.

Internal Keyword List Update

Collect at LEAST the main keyword from the article. You may also collect as many additional distinctly different keywords as relevant for tracking, although we would like to average about 3 per 1000 word article. All tracked keywords should be vetted as viable for ranking/improvement through Ahrefs.

Paste each keyword onto its own distinct line in the following spreadsheet, within the corresponding client sub-sheet, and complete any other relevant fields:
https://docs.google.com/spreadsheets/d/1WDugPIv5HMHFtjHa2KVduYAJdG9mNx-cW6itISIkfO0/edit

Accuranker Update

Log into Accuranker:
https://app.accuranker.com/app/

Under the client’s domain, click the magnifying glass (keywords), and then the “Add keywords” button.

Copy-paste the list of keywords into the box, one per line, as instructed. This should be the same list of 1-10 keywords collected in the previous section, in the internal spreadsheet.

Leave default options as-is (unless you know to do otherwise) and click “Add keywords”.