A claim without a source does not get in
Why the pieces we deliver are shorter than they could have been, and why that is exactly the point.
A text generator always has an answer. That is not its strength but its problem. Ask it for eight hundred words on maintaining natural stone and you get eight hundred words, including on the things it knows nothing about. They read exactly as smoothly as the rest.
We put a gate in between. Every sentence that makes a claim has to rest on a passage from your own material. If there is no passage, that sentence does not make it into the piece. Not rewritten, not hedged: out.
What that produces is a shorter piece
That is not a side effect but the outcome. A piece resting on eleven passages comes to about three hundred words. That feels thin if you are used to articles of fifteen hundred.
Then put the alternative next to it. The twelve hundred extra words you would have got are precisely the words with no material underneath them. So they are also the words the mistake is in, and they sit on your site, under your name, in front of a reader who works with stone more often than we do.
A customer correcting you in your own field costs more than an article you never published.
What counts as a claim
Not everything needs backing. A heading is not a claim. “Three things you can check yourself” only promises what follows it. A linking sentence is not a claim either.
What is a claim: every number, every timescale, every property of a product, every sentence saying something is better, faster or cheaper. And every answer under a frequently asked question, because that is ordinary text on your site that merely happens to be collapsed.
What it asks of you
Material. Not polished material, but real material.
The product sheets and technical documentation of the brands you carry. Maintenance instructions and warranty terms. And the most valuable one, which is also the least work for you: the explanations your inside sales team already emails out. Those answers were written by someone who knows, they have already been explained once to a real customer, and they exist.
What we make of it is nothing new. It is what you already know, written down somewhere it can be found.
Why we keep this strict
Because the only thing separating an article engine from a text generator is the brake. The rest is roughly the same everywhere. Take the brake out and you can deliver more text, faster, and cheaper — and you have thrown away precisely everything you were paying for.
Frequently asked questions
What counts as a source?
Anything that comes from you and is written down: product sheets, technical documentation, maintenance instructions, warranty terms, quotes, and the explanations your inside sales team emails out. A competitor's website is not a source, and neither is what a language model happens to know.
Why is my piece only three hundred words?
Because there was no more material underneath it. Every sentence that could have been added rested on nothing. More material produces longer pieces directly; that is the only dial on it.
Isn't longer better for Google?
Length by itself is not a ranking factor. What counts is whether the page answers the reader's question. A short piece that is correct does that, and a long piece with filler does not, and filler is exactly what Google has been filtering out for years.
Do I have to hand over documents that are not public?
You may, and more often than not people do. What you supply is material to draw from and is not published verbatim; you see what ends up in the piece before anything goes online. If you want a document used only as background and never quoted, it can be marked that way.