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Generative engines6 min readUpdated

What makes a source worth citing

When a system composes an answer from several sources, it is choosing. Nobody publishes the criteria, but the pattern is legible from the outcome: sources that say something specific, attributable and checkable get named, and sources that competently restate the consensus get absorbed into it without attribution.

Part ofGenerative Engine Optimization (GEO)

A useful way to think about this: imagine twenty pages answering the same question, nineteen of which say roughly the same reasonable thing. Attributing the consensus to any one of the nineteen would be arbitrary, so it is stated without a source. The twentieth page, which contains a specific number, a named constraint or an account of what happened when someone tried it, is the one that gets cited — because the claim belongs to it.

Specificity, which is the whole game

Generic claims are unattributable by construction. There is nothing to cite in a sentence that fifty other pages could have written.

UnattributableCitable
Performance is important for user experienceInteraction to Next Paint should be 200ms or less at the 75th percentile of page loads
Caching improves site speedstale-while-revalidate removes the origin round trip that one visitor per expiry would otherwise wait for
Accessibility testing is essentialGOV.UK ran ten automated tools against 143 known barriers, and 29% were missed by every one
Security should be built in from the startRotate the session identifier on login, on privilege elevation and on password change
We follow industry best practicesNothing. There is no claim here to cite

The right-hand column is checkable, which is precisely what makes it usable. A system can corroborate a specific claim against other sources; it has no way to evaluate an adjective.

First-hand detail cannot be synthesised

A model can produce a competent summary of any well-documented topic. What it cannot produce is what actually happened when a specific thing was attempted — and that is the category of content with no substitute.

  • The failure mode you hit — "the sibling-link test caught an article linking only outside its own cluster" is a sentence no summary generates
  • The thing the documentation omits — every non-trivial tool has behaviour that is only learnable by using it
  • The decision you reversed — an explanation of why an approach was abandoned is worth more than an argument for it
  • The measurement you took — your own numbers on your own system, presented as what they are rather than as a general claim
  • The trade-off you accepted — named, with the reasoning, including the part that is unattractive

The second item is the most reliably valuable. Pages that document undocumented behaviour become the canonical reference for it, because there is nowhere else for that information to come from.

Stating limits raises credibility rather than lowering it

This is counterintuitive to anyone writing marketing copy, and it is consistent: the sources that read as authoritative are the ones that say where their claim stops applying.

WeakerStronger
Row-level security is the right approach for multi-tenancyRow-level security suits shared-schema tenancy; above roughly a few hundred tenants with heterogeneous access patterns, reconsider
Always use a secret managerWorkload identity beats a secret manager where available, because it removes the credential entirely
Our approach delivers resultsThis approach is slower to set up and cheaper to operate; if you need it live next week, it is the wrong choice
Tag-based cache invalidation is best practiceTag-based invalidation requires control of the write path. Without that, time-based expiry is the honest option

Agreeing with verifiable facts

A claim that can be checked against other sources and survives is worth more than one that cannot be checked at all. A claim that contradicts well-established facts reduces confidence in everything else on the page.

  1. Where a standard or specification governs the point, name it — a criterion number, an RFC, a documented threshold.
  2. Where a figure comes from someone else's research, attribute it and link it, rather than presenting it as your own finding.
  3. Where your own experience contradicts the common advice, say both: what is generally recommended, what you found, and under what conditions.
  4. Where you are uncertain, say so. An acknowledged uncertainty is a statement about your reliability that is worth making.

What does not work

TacticWhy not
Volume of content on the topicTwenty interchangeable pages are twenty unattributable pages
Claiming authority in the copy"Industry-leading" is an adjective; nothing can verify or cite it
Keyword density in any formNot the mechanism, and it degrades the writing that is the mechanism
Generated content at scaleProduces exactly the interchangeable consensus text that gets absorbed without attribution
Paying for mentionsNo such mechanism exists for these systems, whatever is being sold

The test to apply before publishing

One question, asked of each substantive claim on the page: could this sentence have appeared on any of the other pages answering this question?

If yes, it is consensus text — necessary as scaffolding, and contributing nothing to why this page would be the one named. If no, because it contains a specific threshold, a named condition, an account of a particular failure or a stated limit, then the page has something that belongs to it. A page with five such sentences is in a different category from a page with none, regardless of length.

This is also, not coincidentally, the test for whether the page was worth writing.

Questions

Why do AI assistants describe our topic without citing us?

Most likely because the page restates the consensus competently. When twenty sources say roughly the same reasonable thing, attributing it to any one of them is arbitrary, so it appears unattributed. Citation attaches to claims that belong to a specific source: a named threshold, a documented failure mode, a measurement you took, a limit you stated. A page whose sentences could have appeared on any of the other twenty has nothing to attribute.

Does publishing more content increase the chance of being cited?

Not by itself. Volume of interchangeable content produces volume of unattributable content, and generated content at scale produces exactly the consensus text that gets absorbed without attribution. Depth on a topic helps; repetition of the same generic material does not.

Should we state the limitations of our own recommendations?

Yes, and it raises credibility rather than lowering it. A page that says "do not do this when X" demonstrates that the author considered X; one that recommends its approach unconditionally reads identically to a page written by someone who never encountered the exception. Naming the conditions under which your advice is wrong is the cheapest credibility available.

Can anyone guarantee that an AI assistant will mention us?

No. Placement is decided by systems that publish no criteria and change without notice, and no paid mechanism for mentions exists whatever is being sold. What can legitimately be committed to is content with the properties that make a source citable — specificity, verifiable claims, first-hand detail, stated limits — and honest reporting of the outcome either way.

Sources

  1. Interaction to Next Paint (INP) — web.dev. Good responsiveness is an INP of 200ms or less, measured at the 75th percentile of page loads.
  2. RFC 5861: HTTP Cache-Control Extensions for Stale Content — IETF. stale-while-revalidate serves a stale response while revalidation happens asynchronously.
  3. What we found when we tested tools on the world's least-accessible webpage — GOV.UK Accessibility blog. Ten tools against 143 known barriers; 29% were found by none of them.
  4. Session Management Cheat Sheet — OWASP. Regenerate the session ID on authentication, password change and any privilege change.

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