Reputifly editorial · Reviewed 27 September 2026 · 2 min read
Replace shortcuts with useful pages, clear technical signals and evidence that can be checked.
Do not publish pages that only swap keywords
Changing a service or location name in a template does not necessarily create a useful new page. Publish a separate page when it answers a distinct question or describes a materially different offer. Otherwise consolidate the information into an existing relevant URL.
Avoid unsupported expertise and results
Do not invent first-person experience, testimonials, research or performance figures. Label worked examples as illustrative. For a case study, state the client permission, period, measurement source and important limitations. A polished screenshot is evidence of what it shows, not proof of a causal business result.
Keep technical signals consistent
- Make the preferred page accessible and indexable where appropriate.
- Use a canonical that reflects the intended public URL.
- Link to the preferred URL internally.
- Keep deleted or redirected URLs out of the active sitemap.
- Use a relevant permanent redirect when content is genuinely consolidated.
Use structured data honestly
Markup should describe visible, accurate information. Do not add fabricated ratings or mark every page as a local branch. Valid markup does not guarantee a special search appearance, indexing or rankings.
Treat AI as a drafting aid
Check every factual claim, source and example before publication. Google’s guidance on generative AI content distinguishes useful assistance from scaled content that adds little value. There is no publishing cadence that makes weak pages safe by itself.
Review the library regularly
Use search data, customer questions and an editorial review together. Low traffic alone is not a reason to delete a useful page. Rewrite inaccurate information, merge overlapping answers and remove content that has no continuing purpose. Record the reason and retain a restorable copy.
