Style Guide for

Assignment Style Guide

Client Information 

Content Guideline Checklist 

General outline


1-3 intro paragraphs generally about the type of product,


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:

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.
  • 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.  


  • 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:
  • 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.


  • 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.


  • 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.


Sample Content

No samples yet. 


An editor at Blogzine
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Louis Ferguson is a senior editor for the blogzine and also reports on breaking news based in London. He has written about government, criminal justice, and the role of money in politics since 2015.

Alex Muiruri can help increase your outreach and visibility by producing high-quality content that adheres to your brand's guidelines.

Reach out to him for long- or short-form guides, B2B content, and simplified technical articles.