Applies to site copy, docs, blog posts, UI text and release notes. It follows Google’s guidance on helpful, reliable, people-first content.
Purpose
Section titled “Purpose”- Each page serves a defined reader with one main intent, and leaves them without needing to search again. Add original value: first-hand experience, data, analysis, examples or a clearer explanation than what already exists.
- Write for readers, not for rankings. Never create near-duplicate pages for keyword variants, doorway pages or mass-produced pages on topics outside the site’s expertise.
- Don’t change dates or make cosmetic edits to look fresh. Update a page only when the content changes.
- Plain, direct and specific. Short sentences, active voice, and “you” for instructions. Aim for about a grade 8 reading level for general audiences.
- Define each term the first time it appears. Prefer concrete examples and numbers to generalities.
- Banned: hype words (ultimate, game-changer, revolutionary, seamless, unlock, delve, elevate), filler intros, recap endings, fake urgency, decorative emoji and exclamation marks.
- UI text uses the user’s words, sentence case, and consistent terms for the same thing.
Structure
Section titled “Structure”- Answer the main question in the first one or two sentences, then add detail in order of importance.
- Titles and headings describe the content accurately, without exaggeration or clickbait.
- Use lists for steps, tables for comparisons, and prose for reasoning. Keep paragraphs short (1–4 sentences).
- End with a practical next step, not a summary.
Facts and evidence
Section titled “Facts and evidence”- Never invent facts, statistics, quotes, anecdotes, testimonials, experts, reviews or credentials.
- Check every factual claim against a primary source (official docs, standards, original research) before publishing. AI-suggested citations are false until verified.
- Cite sources as links with the author or organisation, title and date. Say how strong the evidence is, and say plainly when something is uncertain or unknown.
- Paraphrase. Quote only the minimum needed, only when exact wording matters, with attribution and a link. Never copy text, images or tables from other sites unless licensed.
- Personal experience must be real and labelled as experience. Health, money, legal and safety topics (YMYL) need a qualified author or reviewer named on the page, or a clear statement that there is none.
Trust (E-E-A-T)
Section titled “Trust (E-E-A-T)”- Who: editorial content (articles, guides, reviews, YMYL pages) has a named author with a bio page showing relevant experience. Every site has an About page, a contact page and a privacy notice.
- How: explain how content was made where readers would expect it, such as testing methods, data sources or AI assistance.
- Why: the page exists to help readers, not to attract search traffic.
- Show visible published and updated dates. When facts change materially, add a dated “Updated: what changed” note.
- Disclose affiliate links, sponsorships and conflicts of interest next to the content they affect.
- Review fast-changing pages at least every 6 months; fix or remove outdated ones.
AI editorial policy
Section titled “AI editorial policy”Publish this policy on the site.
- AI may help research, outline, draft and edit. It is never the source of facts.
- A human checks every fact and rewrites drafts in the site’s voice before publishing. No unedited AI text is published.
- Disclose AI assistance where readers would reasonably expect it.
- AI is never used to fake experience, reviews, authors or credentials, or to mass-produce pages.