guide
Build content a reader can verify
Connect each important claim to a source, method, scope, and limitation.
Scope
Editorial guidance for English-language marketing teams. Examples are illustrative, not measured results. No citation, ranking, traffic, or revenue outcome is guaranteed.
Give the reader a way to disagree productively
Evidence-ready content lets a reader find the basis for a statement and judge whether it applies to their situation. It does not mean adding a link after every sentence or filling the page with impressive-looking statistics. A source that discusses the same topic may still fail to support your particular claim.
Build a claim ledger
Before editing the article, copy its most important claims into a small table. For each claim, identify the source and the narrow statement that source supports. Add the date, population or product version, and any reason the result might not transfer.
| Claim | Basis | Boundary | Editorial decision |
|---|---|---|---|
| Our export supports this format | Current product documentation and a reproducible check | Named version only | Publish with version |
| This process saves time | An internal timed exercise | One workflow, no external comparison | Describe the exercise, not a universal benefit |
| Everyone needs this markup | No source identified | Unknown | Remove or investigate |
These examples are fictional review decisions, not findings about a real product.
Separate four kinds of sentences
- Platform documentation: what a provider states about its own product.
- Research observation: what a study reports under its method and sample.
- First-party observation: what your team recorded, with its method disclosed.
- Editorial recommendation: what you suggest a reader do and why.
A recommendation can be useful without pretending to be a research result. Write “we recommend keeping a claim ledger because it makes review easier,” not “claim ledgers increase AI citations,” unless you have appropriate evidence for that outcome.
Link to the evidence near the claim
Prefer the underlying documentation, research article, or first-party record to a chain of summaries. Check the destination, read the relevant section, and make sure the link still supports the sentence after edits. If access requires a subscription or login, disclose that. Do not copy an entire paper or reproduce its tables merely to make the page look scholarly.
Keep useful limits in the answer
If a result concerns one region, product version, task, or time window, keep that boundary close to the result. Avoid a broad opening claim followed by a caveat so distant that a reader could miss it. A concise answer can still say “under these conditions” and “we did not test this alternative.”
Review and maintain
Give the page an accountable editorial name, a real review date, and a corrections route. Recheck unstable claims when their source changes. The structure checker can flag headings, paragraphs, lists, and Markdown links; it cannot decide whether a source is trustworthy or a claim is true.
Sources
Read the original material. A source link is not, by itself, proof of a claim.