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guide

Build content a reader can verify

Connect each important claim to a source, method, scope, and limitation.

By GEO Primer editorialPublished Reviewed

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.

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.

  1. Aggarwal et al.: GEO: Generative Engine Optimization (v3, 2024)
  2. Google Search Central: AI features and your website

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