What each brand field does

A brand is the thing every recommendation is written for. These fields are not a profile page — each one changes what gets written, what gets refused, or what data arrives at all.

Saving takes effect on the next run. Nothing already written is rewritten, and a recommendation you have already applied keeps the words it was applied with.

Name and slug

Name is what you see everywhere in the product. Slug is the short form used in URLs and in the weekly email.

Leave the slug blank and it is derived from the name. It is fixed once saved: it appears in links people may have kept, and a slug that moves silently breaks them.

Landing URLs

This is how a connected Search Console property is matched to this brand. One per line, in full, including https://.

A URL here that matches no real page reports on nothing — and on screen that is indistinguishable from a page nobody visits. If a brand has been connected for a week and every number is zero, this field is the first thing to check.

They are starting points, not a list of everything we look at: Search Console reports on the whole property, and pages below these URLs are included.

Positioning

One or two sentences on what this brand is and what it sells.

It reaches the copy. A title written for "a driving school in Ontario teaching new drivers" and one written for "a fleet compliance service" describe the same page differently, and the difference is the only thing that makes the words yours rather than generic.

Vague in, vague out: "a great company" changes nothing, because it says nothing a sentence could be built from.

Who it is for

The reader you want. Job, situation, or the problem they arrived with — "new drivers preparing for a road test", not "everyone".

This decides which words go in front. The same page sells differently to a first-time buyer and to somebody comparing three vendors, and a title has room for one of those.

Tone of voice

How the brand sounds. Plain and direct, warm, formal, technical.

It is applied to the words, never to the facts. A tone cannot make a claim truer, and asking for "confident" does not license one — what may be claimed is decided by the two fields below and nothing else.

Proof points

One per line. Things we may state as fact.

Only what is here can be stated. "12,000 learners since 2019", "open Sundays", "same-day quotes" — these become the specifics that make a title worth clicking rather than a description of the page.

Leave it empty and the copy stays general, because inventing a number is the one failure that cannot be walked back once it is on your site.

Banned claims

One per line. Never written, in copy or in a proposed title.

This is the field a legal or compliance team asks for: "guaranteed pass", "cheapest", "#1". A proposal containing one is refused before it reaches you — it is a validator, not a preference, and it runs on every proposal.

Write the claim as somebody would phrase it, not as a rule. "Guaranteed" catches more than "no guarantees".

IndexNow key (optional)

Tells Bing, DuckDuckGo, Yandex and the engines behind Copilot that a page changed. Google is not among them and has no equivalent anyone may call — that one is a button you press, and the guide covers it in Ask Google.

Opt-in, and your site proves it. We fetch https://your-site/<key>.txt and submit only if that file contains the key. Without that check anybody could ping engines on your behalf, so a key that does not verify is simply not used.

What none of these do

They do not change your site. Nothing here is published anywhere: a recommendation is still yours to apply, and until you apply it your pages read exactly as they did before.