Copywriter's terms of reference: how to create them and what to include?

The copywriter received the topic “Website SEO Promotion”, ten keywords, and a requirement to write eight thousand characters. A few days later, the client reads the finished article and realizes they were expecting something completely different: they wanted practical material for business owners, but instead ended up with a terminology overview for beginners.

It's easier to prevent such situations before work begins, when the content can still be agreed upon without rework. The technical specifications define the audience, structure, sources, SEO requirements, and review criteria in advance. Let's look at how to create a technical specification for a copywriter, what information should be included, and what a completed sample looks like.

What is a copywriter's specification and why is it needed?

The question “What are technical specifications in copywriting?” usually arises when a client is outsourcing work for the first time. The document is also essential for an in-house editorial team, as even an experienced specialist finds it difficult to understand the specifics of a specific project without the source data.

A properly prepared brief helps to agree on the outcome in advance and avoid repeated approvals. Moreover, the number of requirements does not determine the quality of the document: twenty pages of conflicting instructions will only complicate the work.

What does a technical specification mean in copywriting?

The abbreviation stands for “technical specification”. In copywriting, it's the name given to a document that outlines the topic of the future material, its purpose, intended reader, content, limitations, and requirements for the finished text.

A technical specification is often confused with a brief and editorial policy. A brief helps gather information about a project, an editorial policy describes the permanent publication rules, and a technical specification specifies the requirements for a specific project.

For example, editorial policy may prohibit advertising clichés and establish uniform rules for list formatting. The terms of reference for an individual article specify its structure, search queries, necessary examples, and sources of information.

Why does a copywriter need technical specifications?

Let's imagine two assignments: “Write a text about a website audit” and “Explain to the owner of a small online store what they check before SEO promotion, provide a list of errors, and a procedure”. The second assignment immediately defines the content, level of detail, and future usefulness of the article.

The client receives clear acceptance criteria, the editor sees the structure in advance, and the SEO specialist can check for search intent. Clear specifications are especially useful when several people are working on a publication, each responsible for a specific part of the result.

At the same time, the document shouldn't restrict the author in every wording. The copywriter needs the ability to independently explain complex concepts, select examples, and link sections together while maintaining a consistent meaning.

What should be included in a proper technical specification for a copywriter?

There's no universal template for all projects, but the set of required information recurs. The author must understand who the text is addressed to, what issues need to be addressed, where to obtain the facts, and what criteria will determine whether the client will accept the work.

When drafting a specification, it's helpful to start with general information and then move on to the structure, semantics, and technical requirements. This order helps ensure the main objective isn't lost amidst the design details.

General information about the project and target audience

First, indicate the project name, the address of the future page, the website topic, and the person who will approve the result. If the material is product-related, include information about its characteristics, terms of use, limitations, and current offers.

It's also necessary to describe the target audience, their level of knowledge, and their primary needs. This information will determine the choice of terms, examples, depth of explanation, and even the order of sections.

Topic, purpose and type of text

The topic defines the subject matter, the objective explains the expected outcome, and the type of material determines the approach to delivery. For example, an overview article introduces the topic, a how-to guide walks the reader step by step, and a service page helps understand the terms and conditions and select a service provider.

A single topic may have different tasks, each requiring different content. “Website technical audit” is suitable for both a help article about audits and a commercial page describing a service. If the format isn't specified, a copywriter may produce a well-written text that might be inappropriate for the chosen section of the website.

Reader portrait and communication style

It's better to base audience descriptions on tasks and knowledge levels, rather than arbitrary characteristics like age and gender. For a small business owner, it's enough to explain the errors that prevent indexing, while a technical SEO specialist will need verification methods, URL examples, and setup details.

Specify whether professional abbreviations are acceptable, whether a conversational tone is required, and whether the reader should be addressed formally. References help establish a consistent style, but you should avoid copying someone else's wording or repeating the structure of another piece verbatim.

Requirements for the content and structure of the text

A list of headings helps the author avoid missing important questions, but each section requires clarification. The phrase “Indexation Check” alone doesn't explain much; it's more helpful to clarify that it's important to review page status, robots.txt restrictions, the meta robots tag, and how to troubleshoot issues in Google Search Console.

Headings H1–H4 are arranged according to a semantic hierarchy: H2 expands on a major part of the topic, H3 elaborates on it, and H4 is used for the next level of detail. There's no need to add a subheading to two random sentences for the sake of formatting.

Structural requirements may also include tables, lists, diagrams, and illustrations. These should be included where it's genuinely easier for the reader to compare data or perform sequential actions.

Keywords, volume and SEO requirements

For SEO text, the main query, additional thematic groups, important word forms, and the estimated length of the material are specified separately. It's advisable to specify which phrases are required in the Title and H1, and which can be used freely throughout the text.

For example, the queries “how to create a specification”, “how to write a specification”, and “how to make a specification” describe similar user intents. These can be covered in a single, comprehensive guide, without creating a separate paragraph for each option.

It's best to specify the volume as a range, with an explanation of which issues must be covered. Requiring artificial repetition of a phrase twenty times or achieving a certain keyword “nausea” (density) often leads to poor readability.

Sources of information, examples and expert data

The technical specifications should specify the sources to be verified: company documents, official instructions, dated studies, and expert commentary. Materials related to medicine, finance, law, and technical settings must be checked especially carefully.

Personal examples, screenshots of tools, and case studies from experts' practices are especially valuable. If there's no supporting evidence, don't invent traffic growth figures, customer testimonials, or experimental results.

A hypothetical example is perfectly adequate for explaining the process, as long as the reader understands that the data is for training purposes. Real-world cases will require confirmation of the results and approval of the information by the project owner.

Submission format, deadlines and acceptance criteria

Even a detailed assignment raises organizational questions: where to submit the material, who will review the text, and when the work is considered complete. Specify the file format, deadline, responsible editor, and the procedure for handling comments.

For teamwork, a document with a revision history and comments on individual sections is convenient. Acceptance criteria are best formulated through verifiable conditions, such as the presence of mandatory sections, verified facts, and agreed-upon meta tags.

Below are twelve elements that it is advisable to consider when preparing a technical specification for a copywriter.

This table can be used as a checklist when preparing a new assignment. If a particular field isn't relevant to the project, it's best to mark it as “not required” to prevent the missing information from appearing as an accidental error.

How to write a technical specification for a copywriter: a step-by-step guide?

It's best to prepare in the order in which decisions are made: first the goal, then the search data, followed by the structure and execution requirements. Trying to start with a list of precise keywords often results in a cumbersome document where it's unclear why the reader needs each section.

Below are seven steps for preparing a specification for an article or commercial page. This sequence is convenient for both independent work and for assigning tasks to a team of writers.

Step 1. Determine the purpose of the text and search intent

Start with the search question the user is entering and the result they expect. A query like “how to write a copywriter's specifications” usually calls for instructions and a sample, while for “order SEO text” the person expects to see the terms of work.

Determine the type of content, its address, and target audience, and define the expected reader action. For a blog, this action might be copying a template; for a service page, it might be moving to the contact form.

Avoid mixing multiple different intentions in a single article without clear priorities. When the main answer is lost among ads and extraneous information, it becomes more difficult for the reader to obtain the information they need.

Step 2. Build a semantic core

First, collect search phrases and group them by meaning. Sources include Google Search Console for existing pages, Google Keyword Planner, search suggestions, and specialized SEO services.

It's advisable to record search volume and rankings along with the region and verification date, as the data varies by source. It's not necessary to transfer all collected semantic data into a single technical specification if some queries relate to other pages.

Primary and secondary search queries

The primary keyword describes the main topic and is typically used for the title, H1, and introduction. Additional queries clarify specific questions, such as “example copywriter specifications”, “copywriter specification template”, and “copywriter specification generator”.

Vocabulary related to article structure, text verification, and source data can be placed in a separate group. Don't rewrite every line of the semantic core verbatim: one natural paragraph can cover several closely related statements.

It's more useful for an author to understand the meaning of a search group than to be asked to insert five variations of the same phrase with different endings. Therefore, exact matches are left where they are truly needed.

Grouping queries by meaning

One group includes queries with a common user question, such as “how to write a specification”, “how to write a specification correctly”, and “how to compose a specification”. Another group includes “example specification for a copywriter” and “specification template”, since here people are looking for a ready-made document.

The query “example specifications for a targeting specialist” belongs to an adjacent topic and shouldn't dictate the content of the copywriting guide. After grouping, ensure that each important need is assigned a corresponding section or a clear answer within the text.

If a user wants a ready-made template, simply mentioning the word “template” isn't enough. They need a document with specific fields that they can fill out for their own project.

Step 3. Research your competitors in search results

Open pages that match similar intent and are in the desired language and regional search results. Look at how they are structured: what questions are answered under H2–H3, whether there are completed examples, tables, FAQs, images, and links to primary sources.

It's helpful to maintain a comparison table with three columns: the user's question, the content of competing pages, and the information they lack. This makes it easier to identify where additional examples or detailed explanations are needed.

Don't automatically copy the structure of leading search results or take their keyword density requirements as the standard. Analyzing competitors helps you understand audience expectations and identify gaps that can be addressed with your own content.

Step 4. Create a logical structure for your article

Organize your questions in the order that's most helpful for readers: definition, preparation, actions, example, and verification of results. For an article about a website audit, you might start with the purpose of the audit, then move on to indexing, meta tags, internal links, and URL errors.

The H1–H4 structure should describe real semantic levels, not be used for design purposes. If only a single sentence ends up under a heading, combine it with the adjacent section or supplement it with the necessary information.

For each important heading, add a hint to the copywriter: what question to explore, what example to give, and what facts to support. This is especially helpful if the author is new to technical topics.

Step 5. Specify keyword usage guidelines

An exact match preserves the phrase unchanged, such as “example specification for a copywriter”. A word form changes the ending or number, such as “examples of specifications for copywriters”, while a diluted match allows for natural additional words.

Don't demand the same density for every phrase or the mandatory repetition of all synonyms. The words “text”, “copywriter”, and “task” naturally appear frequently because they directly describe the subject of the article.

When checking, pay attention to repetitions of meaning, unnatural constructions, and phrases that don't correspond to the content of the paragraph. If the keyword interferes with normal grammar, allow the ending or word order to be changed.

Step 6. Add formatting and source requirements

Indicate where tables, diagrams, screenshots, and internal links are needed, and where simple paragraphs are sufficient. For illustrations, provide the content and source; for links, provide the target page and the purpose of the link.

Image captions and alt text should convey the content of the image, not consist of a string of search phrases. If the information may be out of date, ask the author to verify it with a current source before submitting.

For technical instructions, the service's official documentation is preferred, and for your own product description, verified website owner data is recommended. Disputed figures, terms, and conditions must be agreed upon separately.

Step 7. Approve the specification and hand it over to the copywriter

Before starting work, show the document to the person responsible for the product and the SEO specialist. The former will confirm the facts and limitations, while the latter will check the intent, semantics, and structure.

Provide the author with one current version of the file and designate a channel for clarifying questions. Once approved, document changes, especially if they affect the topic, scope, or deadline.

The general outline for preparing technical specifications is as follows:

Task → Semantics → SERP analysis → Structure → Requirements → Approval → Text → Review

This sequence helps identify the step where an error occurred if the result doesn't meet expectations. For example, an incorrectly chosen intent should be corrected in the task statement, rather than requiring the copywriter to rearrange a few keywords.

Lead SEO specialist — Gennady

In my work, I evaluate a copywriter's specifications based on how accurately they describe the end result. If only the topic, volume, and list of keywords are specified, the writer has to guess what the user should learn from the material. Therefore, I first determine the search intent, study the competitors, and identify the questions that need to be answered.

Then I add requirements for facts, content, and formatting. I check the finished text against these criteria: this way, comments become specific, and approval doesn't turn into a debate about taste.

How to correctly write SEO specifications for a text?

Writing SEO texts according to a technical specification begins with the same questions about audience and content as regular editorial work. Additionally, it's necessary to consider how users search for information and which page the search engine should return for a given query.

Therefore, an SEO assignment includes recommendations on semantics, metadata, headings, and internal linking. These requirements should complement the content and not interfere with the author's ability to adequately develop the topic.

How does an SEO specification differ from a regular text assignment?

A typical technical specification may be limited to the goal, facts, style, and format. A technical specification for an SEO copywriter additionally describes the semantic core, search intent, the main page blocks, and connections to other website content.

For a product page, specifications and purchase terms are essential, while for an informational article, a coherent explanation and verified sources are essential. Therefore, SEO text specifications should not be compiled using the same template for all page types.

The mere presence of keywords doesn't guarantee a page's usefulness or search visibility. If an article promises a sample copywriting brief, the reader should receive a completed sample, not a few paragraphs on the need for planning.

How to write Title, Description, and H1–H4 headings?

The Title communicates the page's topic in search results and browser tabs, the Description can be used to generate a snippet, and the H1 denotes the main heading of the material. They are related in meaning, but don't have to be exact duplicates.

In the Title, the main query is usually placed closer to the beginning, maintaining a natural phrasing. The Description should briefly describe the actual content, as the search engine can generate the snippet itself.

Headings H2, H3, and H4 divide content into sequential semantic sections. For different language versions of a website, you should prepare your own headings and metadata, rather than automatically transferring text from another language.

How to determine the length, uniqueness and keyword density?

Estimate how many explanations, tables, and examples are required for a complete answer, then compare the results with relevant competitive pages. If other materials are short due to a lack of practical examples, there's no need to repeat their length.

The uniqueness, fluff, and keyword spam percentages depend on the verification method and settings of a specific service. They can help the editor identify plagiarism or excessive repetition, but do not replace a content assessment.

To calculate a keyword's density, the number of times it appears is divided by the total number of words in the text and multiplied by 100%. However, there is no universal percentage that guarantees good rankings in Google.

Therefore, when drafting SEO specifications, it's more important to agree on a list of questions and requirements for information accuracy. The volume and number of keywords should correspond to the content, rather than be artificially determined.

How to take into account E-E-A-T and the use of neural networks?

If the topic requires specialized knowledge, indicate who will provide expert information and how to substantiate any disputed claims. The author's experience, verifiable sources, and accurate company information help readers assess the material's reliability.

A neural network can suggest a rough structure, group questions, or assist with editing, but its responses must be verified. Dates, metrics, service function names, and document links should be checked especially carefully.

It's advisable to agree on an AI usage policy with the author before beginning work. It should specify permitted operations, fact-checking requirements, and responsibility for the final version of the text.

Example of a technical specification for a copywriter: a ready-made sample

The easiest way to understand the requirements is with a completed document, where each parameter relates to the reader's actual task. Below is a sample technical specification for an SEO article, which can be transferred to Google Docs and adapted for your own website.

This sample contains hypothetical data and is not intended to be a universal standard for length or semantics. Before using, please check the competitive search results, project specifics, and available information sources.

An example of a completed specification for writing an SEO article

Let's say an SEO agency's website is preparing materials for entrepreneurs who want to audit their website before promoting it. Readers need a clear process, so the content is structured around the audit stages rather than search engine history.

The table shows what the preparation of the technical specifications for such a page looks like, indicating the purpose, audience, and basic SEO requirements.

Actual length, the list of queries, and internal links are refined after analyzing the search results and the specific website. The table should also include explanations for each major section so the author understands which issues need to be addressed.

An example of a bad and good technical specification

A weak assignment might look like this: “Write 10,000 characters on SEO, use the primary keyword twenty times, and achieve 100% uniqueness”. It's impossible to understand the audience, the specific topic, or the expected result from such a text.

A more useful formulation would be: “Prepare instructions for small site owners on pre-SEO checks. Cover indexing, meta tags, internal links, and URL errors, outline the procedure for self-checking, and provide links to Google documentation”.

The second option allows for additional requirements for headings, keywords, illustrations, and fact-checking. The main difference is the presence of a specific task and clear criteria for its completion.

A universal template for a copywriter's specifications

For recurring tasks, it's convenient to maintain a single template that can be completed before each order. General grammar and style requirements can be contained in the editorial policy, while specific page-specific information can be included in the specifications.

Below is an option that can be copied into a working document and used for new material.

Copy the table and fill in the fields with short, verifiable statements. For a new writer, it's helpful to include one successful published piece as a formatting example, but don't suggest rewriting its content.

This template is suitable for most articles and individual commercial pages. Before using, remove unnecessary fields and add requirements specific to your specific project.

Examples of technical specifications for different types of content

Technical specifications change according to the platform's format and the reader's needs. Writing blog content based on technical specifications usually requires research, while work on a sales page begins with reliable information about the offering.

Social media adds requirements for visual materials and publication formats, while advertising adds requirements for audiences, restrictions, and performance measurement. Therefore, a single template cannot be used unchanged for all contractors.

Specifications for SEO text and blog articles

For an informational article, the search intent, structure, thematic groups of queries, expert sources, and methods for verifying claims are determined. It's a good idea to immediately indicate which questions the reader can resolve independently and when they'll need expert assistance.

The article's terms of reference also include recommendations for the title, description, interlinking, and formatting. SEO requirements should also take into account the text's purpose, the website's language, and the actual information available to the author.

Technical specifications for a commercial text and a business-card website page

For a service page, the copywriter is provided with a list of services, terms, limitations, benefits, proof of competence, and the contact method. If the price is unknown, it's not acceptable to provide a random figure or promise a fixed price.

The query “technical specifications for a business card website” often refers to the development of the entire website, not just the text itself. Such a specification describes the page layout, navigation, forms, design, and technical requirements separately, and the copywriter is responsible for the content of the approved sections.

It's best to separate text preparation and website creation into separate tasks with clearly defined responsibilities. This helps avoid situations where the developer expects finished content, but the author doesn't know the structure of the future pages.

Technical specifications for SMM, Instagram and content manager

SMM specifications include the platform, category, publication topic, audience, tone, constraints, and expected action. For example, specifications for an Instagram copywriter might include the carousel format, the content of the carousel slides, the post caption, and a link to verified facts.

The content manager's specifications also describe the placement procedure: which category to choose, which images to upload, what to fill in the meta fields, and how to check the display on a mobile screen.

Even if one specialist writes and publishes content, it's still useful to divide the responsibilities into stages. This makes it easier to identify errors in content, editing, or page settings.

Technical specifications for a marketer, advertiser, and targeting specialist

A marketer's brief begins with the business objective, target audience, offer, and constraints. The advertising brief specifies the platform, ad format, message, proven benefits, call to action, and approval requirements.

A targeting specialist's brief may include an advertising budget, audience hypotheses, geographic restrictions, events to measure, and a list of creatives. These parameters shouldn't be limited to the length of the ad copy.

The main differences between the technical specifications can be conveniently presented in a comparison table.

A table helps select the necessary fields for a specific contractor and avoid overloading the document with other tasks. For example, an advertising specialist might need information about the budget and campaign goals that aren't relevant to the author of a typical informational article.

Copywriter specification generator: is it possible to automate assignment preparation?

A copywriter's specification generator is useful when you regularly prepare assignments for similar pages. It helps compile source data into a single document and propose a rough structure, which is then reviewed by a specialist.

The quality of automated preparation depends on the initial information and how carefully a human evaluates the result. Therefore, the generated task should be considered a working draft before fact and semantic verification.

How does the technical specification generator work?

Typically, the user specifies the topic, language, page type, and query set, after which the service suggests a structure or list of requirements. Different tools use different approaches: uploaded semantics, competitive page analysis, or language models.

Among thematic solutions, there's TZMonstr, but the service's name alone doesn't indicate the quality of a specific task. Before choosing, it's worth checking whether the result can be edited, where the metrics are sourced, and whether the desired language is supported.

An automatically generated list of keywords without a clear structure is of little help to a copywriter. The brief should explain what issues to cover, where to obtain information, and how to verify the finished material.

How to create a technical specification using ChatGPT?

Neural networks can be fed raw data and asked to propose a rough plan. The more specific the problem, the easier it will be to evaluate the result and identify missing information.

For example, you can use the following query:

Prepare a technical specification structure for an article about an initial website SEO audit. The audience is small online store owners, and the goal is to explain the audit process. Use the facts and search queries provided below. Don't invent search volumes, research results, or real-life cases. Highlight any questions that need to be clarified with the client.

The resulting plan must be compared with search results and actual project data. Even well-formulated recommendations may contain outdated information or factual errors.

What needs to be checked after automatic generation?

First, check whether the document matches the page type and meets the needs of the future reader. Then, review the semantic groups, heading hierarchy, possible repetitions, and the presence of sources for factual statements.

You should also check the language, region, terms and conditions, and product names. If the generator suggests a section for which there is no reliable content, it's best to remove it or request further information from an expert.

Automated preparation speeds up the assembly of recurring elements, but the team remains responsible for publishing. The final version must be approved before the full text is written.

Common mistakes when writing specifications for a copywriter

Most problems arise even before the finished article is reviewed: the client failed to clarify the objective, set priorities incorrectly, or provided requirements that couldn't be met simultaneously. Such errors are often discovered after the first editorial review.

Correcting them during the assignment preparation stage is much easier than rewriting the finished material. Let's look at the situations that most often lead to unnecessary approvals and rework.

Too short or overloaded technical specifications

A single-line assignment leaves the performer with too much unknown, while a document several dozen pages long can obscure the most important details among minor rules. If the author constantly returns to the instructions, the risk of missing an important detail increases.

Individual requirements should be kept close to the structure, and permanent rules should be incorporated into the editorial policy. Review the assignment through the eyes of a new employee who was not involved in the project's internal discussions.

If they can't determine the expected result and find the necessary sources, the document should be revised. However, there's no need to rewrite well-known grammar rules in place of the article's specific requirements.

Conflicting SEO requirements and spamming

A typical conflict goes like this: the client wants a short text, demands fifty precise keywords, and asks to avoid repetition. Meeting these demands simultaneously is difficult, especially if the phrases are similar in meaning.

Review the semantic core, combine synonyms, and distribute groups among semantic blocks. If the requirement is related to editorial services, clarify which specific metric is being measured and why it is needed.

Don't strive for a certain percentage of usages while ignoring grammar and content. Overuse of words hinders reader comprehension and usually indicates problems with the task statement.

Lack of sources, purpose and verification criteria

Without agreed-upon initial data, the author may make mistakes regarding timeframes, costs, service features, or the sequence of actions. Claims that appear accurate but are not supported by documentation are especially dangerous.

To avoid this, provide links to primary sources and indicate who confirms the facts about the company. Separately list the reasons for returning the material for revision.

Saying “I didn't like the text” doesn't replace a comment about an incorrect fact, a missed question, or an improper structure. Specific feedback helps improve the material without endlessly debating personal preferences.

How to check the finished text for compliance with the technical specifications?

Acceptance begins with the original document: compare the agreed-upon result with what the author actually prepared. It's helpful to check the work in two passes: first for content and facts, then for formatting and SEO details.

This procedure helps avoid wasting time correcting individual wording in a section that will ultimately need to be rewritten. For verification, it's convenient to use a single checklist agreed upon with the contractor in advance.

Text acceptance checklist

The reviewer should be able to identify specific criteria that can be noted after reading and technical review. For most informational articles, the following list is suitable, supplemented by project requirements if necessary.

• The text matches the purpose of the page and answers the user's primary search query.
• All mandatory questions from the agreed structure are covered without any omissions.
• Facts, dates, figures and names have been verified against the sources of information provided.
• Headings H1–H4 are structured according to meaning and reflect the content of the corresponding sections.
• Key queries and thematic words are used naturally, without obtrusive repetition.
• The examples are labeled correctly and the hypothetical data are not presented as actual results.
• Tables, lists and images help you understand the content of the material.
• Internal and external links lead to appropriate pages and open correctly.
• The Title and Description are relevant to the article and do not promise missing information.
• The text has been proofread, formatted correctly and prepared for the required language version.
• Commercial terms are confirmed by the project owner if they are mentioned in the article.
• The editor's comments have been processed, and the final version has been approved by the responsible specialist.

After reviewing, save the final version and the list of revisions in a single working document. This will help the next author understand what decisions have already been agreed upon and avoid re-negotiating the same issues.

Who is responsible for checking: a copywriter, an editor, or an SEO specialist?

The copywriter is responsible for the accuracy of their writing, clear examples, and independent proofreading before submission. The editor checks for completeness, logic, language, and compliance with publication requirements.

An SEO specialist evaluates search intent, semantics, structure, metadata, and internal links, if these elements are included in the task. Facts about the company and the terms of service must be confirmed by someone with primary data.

Even if you combine these roles, it's still helpful to review each stage separately. Rereading against a specific checklist makes it easier to spot errors than trying to evaluate content, grammar, and SEO simultaneously.

A good technical specification answers specific questions: who needs the text, what the reader needs to know, what facts can be used, and what criteria will be used to evaluate the result. Start with the purpose and structure, then add semantics, sources, and delivery requirements.

Copy the ready-made template from the article, fill it out for your page, and approve it with the contractor before starting work. If you're preparing materials for search engine optimization and need help with semantics or structure, contact Seo-Gen's SEO specialists.