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Copywriter Runbook

June 5, 2023 | Tips & Tricks

TLDR What’s being automated

New Copy when requested
Revised Copy when requested
SEO: H1, Meta Tag, Meta Description, CTA

Where to see within the vendor dashboard

When a website has automation it will be visible within the Vendor Dashboard under the Site Page models – per page.

read-only view in Vendor Dashboard
SEO generated always
New/Rewrite copy generated when requested

Steps for completing copywriting when automation is present.

Cell Coloring Key: Always | Sometimes | Never

Task	Description	Instructions	Time Est. (Mins)	WDS Only	WDS + MS Bundle
Customer Requirement Check		Open up the vendor dashboard Click through pages that need content extraction to understand what is needed	10-15
Keyword Research	research best keywords to use based on customer details provided	no action for copy team	0
Research on the Copy Page	when writing or rewriting copy this is research on business specifics to write the best copy	no action for copy team	0	Automated	Automated
Meta Descriptions	summarizes a page’s content and presents that to users in the search results.	no action for copy team	0	Automated	Automated
Meta Title	also known as a title tag, refers to the text that is displayed on search engine result pages and browser tabs to indicate the topic of a webpag	no action for copy team	0	Automated	Automated
H1 & H2	H1 = Main keywords and subject matter, what the overall post/page is about H2 = Sections to break up content, using similar keywords to the H1 tag	no action for copy team	0	Automated	Automated
CTAs	the next step or the action that the website owner wants the website viewer to take	no action for copy team	0	Automated	Automated
New Copywriting	Generating new copy based on customer provided details about their brand/business/goals	no action for copy team	0	Automated	Automated
Polish/Rewrite/Expand Content	taking customer existing content and rewriting it to be more unified and SEO friendly	no action for copy team	0	Automated	Automated
ALT Text for 4-5 Images	also known as “alt attribute” and “alt description,” is an HTML attribute applied to image tags to provide a text alternative for search engines	no action for copy team Note: This is not done as part of the initial build. For customers that qualify there is a seperate ticket generated for this work item	0
Hero Cluster – Home Page	The statement positioned at the top of a web page, typically the homepage and presented in a prominent font, conveys information about the business/website.	Write a hero cluster for the home page using the “Basic” section of the consultation in the vendor dashboard Pass content created to website designer Hero Cluster contains: webpage tagline potentially the h1 title brief phrase that explains the website purpose or key service they are known for Call to action	15
Content Extractions (if C1 Provided)	extracting content from images, PDF, current website.	Depending on what was provided extract the content and copy over information for the website designer	varies on content type, apprx 10	In only rare cases, when needed	In only rare cases, when needed
Language Tool Check & Corrections	Using tools (e.g.: Grammarly) to identify spelling, grammar, & plagiarism	Run copy, that is provided by the customer as is or that copy team has created, through the preferred tool for grammar/spelling check etc	2/pg	Only on customer copy not AI new or AI rewrite/polish	Only on customer copy not rewritten
Check AI-Generated Content	reviewing the pages that have AI generated content to ensure that content is good. “Good” is defined by no “Exceptions for Polish” existing within the AI-generated copy.	Click into page within vendor dash Look for AI Exceptions listed in “Exceptions for Polish” below If Exception is found, adjust/remove as needed	3-5/pg	When AI copy exists	When AI copy exists
Polish AI-Generated Content	we would adjust the AI copy to be more suitable to the customer brand/business/expectation (RARE Exception) Exceptions for Polish (for Rewrite or New Copy) Copy does not include something the customer specifical requests Copy is offensive containing slang/hate language Copy has weird characters and letters that do not make sense Copy makes specific claims that were not requested by the customer AI added names to copy that are not provided by the customer AI wrote testimonials Copy is not at all related to the customer’s business A sentence is left incomplete Does not include the requested CTA AI adds product names/services that are not represented in the customer’s information Not an exception for polish: CW does not like sentence composition CW does not like the overall copy but does not breach the above	If an exception is present: add label “AICWFIX“ Remove or adjust content based on copy needs and only when exception is present Notate specific details on what adjustments were made in the comments section of the vendor-copywriter Jira ticket. Each page with an exception should be identified and documented. AI Copy Exception Page {NAME}: Issue: {Add detail of issue} Action: {What action did you take} Page {NAME}: Issue: {Add detail of issue} Action: {What action did you take} Time to adjust:	5-7/pg to adjust/remove	In only rare cases, when needed	In only rare cases, when needed

Steps for completing Yoast SEO setup

Page Title and Meta Description are added to the Yoast section for each page. To complete the SEO setup, complete the following steps:

Click on Edit for each page
Confirm the Page Title and Meta Description are present
Following the Page Title, add the Separator and Site Title variables
Complete any other page specific tasks (add Featured Image, etc.)
Publish page

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