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. 
• 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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