Assignment Style Guide
Client Information
- Client website: caranddriver.com
- About the client / website’s main focus and purpose: Auto
- Problems or circumstances their customers face: People who own or are thinking of owning an automobile and need an informative resource.
- Solutions that client provides to customers: Car and Driver helps people with anything auto related through access to information from the most trusted expert source for auto information.
- Client competitors (not limited to):
- Edmunds.com
- Kbb.com
- Motortrend.com
- Potential competitors include those who offer services/products that are similar to our client’s services/products within the same geographic boundaries of their business.
- Target audience:
- Gender: Any
- Age: 18+
- Geographic boundaries of the client’s business: N/A
- Content’s main purpose: To provide auto related information
- Competitor examples:
- https://www.iconvehicledynamics.com/accessory/14546/icon-accessories-16-up-nissan-titan-xd-3-stage-1-suspension-system/
- https://www.autoanything.com/suspension-systems/eibach-pro-kit-lowering-springs
- https://www.crutchfield.com/p_206DSC3504/Kicker-43DSC3504.html?tp=96
- https://www.on3performance.com/shop/2014-chevygmc-silverado-sierra-15002500-truck-single-turbo-system/
Content Guideline Checklist
General outline
Intro
1-3 intro paragraphs generally about the type of product,
Products
It’s going to be a subheading of the general type of product, then the affiliate link under that, then a blurb/description of the specific product from the link.
Repeat repeat repeat until you hit word count.
This is the example:
https://www.caranddriver.com/car-accessories/g36817083/hitch-mounted-cargo-carriers-for-road-trippers/
You won’t be including images. The descriptions should be a little longer than that. But those are the only differences. Regardless of keyword format, if a product is specific to a certain model of car, we must format the title, the keyword, every mention as make, model, product.
So for example, Honda Civic air filter.
Content Style
- Use the serial/Oxford/Harvard comma.
- Language: Simple, no jargon, professional, and fact driven.
- Tone: Friendly, helpful, reassuring, informative, understanding, and sincere.
- Help users scan the article
- Do NOT include the word “best.” If based on Amazon, etc. rankings use “Top Ranked;” if picked by experts, use “Experts Recommended;” if picked subjectively, use “Our Picks/Favorite”
- Examples of phrases you can use: We’d choose, Top picks, Recommend, How to choose, We love, Deals/best deals, Experts recommend, Most popular, Highest/Top rated, Coolest, Favorite
- If including how to replace/install section, if there is any information that exists around that information on the following sites, pull and use that information in the content were applicable: Car and Driver, Road and Track, and Autoweek
- Specify how the list was compiled in the introduction — e.g., Amazon rankings, expert recommendations, etc.
- Directly beneath the introduction, put a bullet with the most relevant previous Gear Team article.
- Gear Team stories for reference: https://www.autoweek.com/author/227303/gear-team/
- Short paragraphs and short sentences
- Each sentence is one idea
- Paragraphs should have no more than 3-5 sentences
- Create lists if needed
- Never use a metaphor, simile, or figure of speech you are used to seeing in print
- Never use a long word where a short one will do
- If it is possible to cut a word out, always cut it out
- Never use the passive where you can use the active
- Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent
- Talk like a human – everyday words
- Use AP style.
Linking
- You will be including affiliate links. There is no limit. If you mention a product, link to it. These are the only sites you’ll be getting them from:
- Floor mats and car covers – https://www.weathertech.com/
- This site doesn’t have a search function, so the easiest thing to do is Google “keyword + weathertech” and it should come up with the correct page for it.
- Everything else – www.amazon.com/
- For Amazon links, you need to clean the URL. Remove everything from the question mark and after. E.g.:
- Original URL: https://www.amazon.com/Armor-All-FRESHfx-Rapid-Eliminator/dp/B07B56TJ75/ref=sr_1_4?crid=1AB32G4MVPN44&dchild=1&keywords=armor+odor+eliminator&qid=1617302640&sprefix=armoral+odor+%2Caps%2C191&sr=8-4
- Cleaned URL: https://www.amazon.com/Armor-All-FRESHfx-Rapid-Eliminator/dp/B07B56TJ75/ref=sr_1_4
- When finding an affiliate link on Amazon, do your best to go with the highest rated/best reviewed products.
- For Amazon links, you need to clean the URL. Remove everything from the question mark and after. E.g.:
- Floor mats and car covers – https://www.weathertech.com/
- Use Tire Rack and Weathertech as the first links in your article. If you need more affiliate links, you are free to move to Amazon after exhausting those websites.
- They do NOT want homepage or category URLs for affiliate links. You should link to actual product pages only.
- You’ll be getting the links yourself from the above list when you write the article. You’ll include the link when you mention a product.
- The affiliate links can be placed anywhere.
- Include at least one Car and Driver link within the article.
- Link to as many relevant internal articles as possible from Car and Driver, Road & Track, and Autoweek in the body.
- Whenever a specific model is mentioned, link to the Car and Driver Make/Model page.
- Link to as many relevant Gear Team stories as possible.
- Anything related to gifts for car enthusiasts or high-end membership clubs, link to or include The Track Club by Road & Track.
- Anything related to kids or products for children, link to or include Road & Track Crew.
- Include at least one resource link within the article.
- If including a how to install section, check the following sites for related links, and link to one if possible – Car and Driver, Road and Track, or Autoweek.
- The Where to Buy section should ONLY be affiliate links. Not all links in the article.
- Use the actual URL, not hyperlinked text.
- Make it a bulleted list.
Formatting
- Use the Auto Accessories/Aftermarket Accessories template.
- Use the exact subheadings provided, paying attention to if they’re H1 or H2.
- If you cannot find enough information for a provided subheading, skip it.
- Format all subheadings with Heading 2 formatting.
- Use bullet points whenever possible. (VERY IMPORTANT)
- Do not include images.
- The keyword can be rearranged to make sense.
- Include the disclaimer in the template for the How To section if you are including that section.
Restrictions
- Do not mention or link to any company that could be considered a competitor of the client.
Additional Guidelines
- Do not write an introduction to the article that does not give the user immediate information they are searching for.
- The keyword should ideally be the first word in the article. Place it as far left and to the top as possible.
- Do not include any filler sentences like, “Here’s what you’ll learn…”
- Always add in alternative names on a document or term to the article. It should just be written in the very top right next to the main keyword.
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Sample Content
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