This page functions as the master guideline for all team members responsible for producing written communication through any AI platform or writing tool. The purpose is to establish clear rules, tone boundaries, banned expressions, structural expectations, and compliance standards that apply to every output created for internal or external use. The document covers the full spectrum of writing tasks including website content, email communication, proposals, strategies, blog articles, SEO content, scripts, messages, and document drafts.
The objective is to ensure that every written piece reflects clarity, professionalism, originality, and complete alignment with Google’s Search Guidelines for acceptable AI usage. Each instruction listed on this page must be reviewed before generating any content. The policy is designed to serve as an operational anchor for writers, editors, strategists, and AI systems used within the organisation.
This page establishes the definitive content creation standards that safeguard tone quality, factual reliability, linguistic precision, and search compliance. It acts as a foundation for all writing tasks performed across teams. The rules outlined here prevent automated patterns, restricted wording, exaggerated claims, template-like phrasing, and non-compliant language.
Every member involved in content generation is required to review these protocols before producing, editing, or revising a document. They are structured to provide reasoning-based direction rather than creativity-based freedom, ensuring that all communication follows a uniform professional standard.
Before producing any content, the writer must check the current AI-content policies outlined by Google in the official document published at:
https://developers.google.com/search/blog/2023/02/google-search-and-ai-content
Every output must strictly comply with Google’s requirements for quality, originality, reliability, and user-focused value. This includes maintaining clarity, avoiding automated patterns, ensuring accuracy, and writing in a manner that demonstrates genuine expertise.
This is a non-negotiable first step for any article, website copy, email, SEO document, or public-facing content.
This document outlines expectations regarding quality, originality, factual consistency, structure, and user-focused value. Compliance with these guidelines is required for all content produced internally, including private documents, because the overall writing culture must align with industry standards.
Writers must confirm that every draft:
This rule applies to website pages, articles, emails, strategies, proposals, landing pages, SEO content, and all brand-related communication. It is the first step before generating any text, regardless of document type.
The brand name must always appear with the correct spelling Moris.
It must never
appear as:
This rule is not optional. The spelling must be checked each time the brand name appears in any content piece, whether it is created through AI or written manually.
This rule applies to:
No content is approved unless the spelling has been verified.
All content created through AI or manual drafting must follow these rules:
4.1 Restricted Introduction Patterns
Writers must avoid beginning any introduction with expressions such as:
Introductions must begin with a direct, meaningful idea relevant to the content topic. Avoid generalised statements that resemble automated templates.
4.2 No Closing Starters
Writers must not end a section or paragraph using expressions such as:
Sections should end with a natural finishing point based on insight or factual completeness, not summarising language.
4.3 No Justifications
The writing must not explain why a correction, revision, or wording change was made. Content should appear complete and intentional without referencing its creation process.
4.4 Applicable to All Content Formats
These rules apply to:
No format is exempt.
The following expressions, patterns, and terms must never appear in any content outside this policy page. They are banned because they resemble AI-generated wording, exaggerated phrasing, or generic corporate language. Inclusion of any banned word indicates non-compliance.
BANNED WORD LIST:
(Allowed only inside policy pages. Not allowed in actual
content.)
“In today's digital age” OR “In today's fast-paced” OR “In the
competitive business landscape” OR “Landscape” OR “In today's digital era” OR
“In today's fast-paced world” OR “In the dynamic world of business” OR “In the
vibrant landscape” OR “In the thriving landscape” OR “Cutting-edge” OR
“Leverage” OR “Transformative” OR “Catalyst” OR
“Revolutionize” OR “Disruptive” OR “Ground-breaking” OR
“Agile” OR “Game-changer” OR “Paradigm shift” OR “Holistic
approach” OR “Unparalleled” OR “Game-changing” OR “Unmatched” OR
“Convergence” OR “Empowerment” OR “Synergize” OR
“Pioneering” OR “Proliferate” OR “Harnessing” OR “Navigate”
OR “Harness” OR “Unleash” OR “Demystify” OR
“Revolutionizing” OR “Imagine this” OR “Picture this” OR
“Thrilled” OR “Boast” OR “Informed decisions” OR “Realm” OR
“Holistic” OR “Fostering” OR “Nurturing” OR “Nurture” OR
“Ever-evolving” OR “Pleased” OR “Fosters” OR “It’s
about” OR “Navigating” OR “Beacon” OR “Bustling” OR
“Thriving” OR “Tailored” OR “Tailor” OR “Roadmap” OR
“Dive in” OR “Delving” OR “Streamlining” OR “Dynamic” OR
“Robust” OR “Stay tuned” OR “In conclusion” OR “Seamless” OR
“Whopping” OR “Testament” OR “Paramount” OR “Pivotal” OR
“Hurdles” OR “Unveiling” OR “Insurmountable” OR “New Era” OR
“Poised” OR “Unravel” OR “Entanglement” OR “Unprecedented”
OR “Unliving” OR “Enrich” OR “Vibrant” OR “Excels” OR
“Comprehensive” OR “Intricate” OR “Arguably” OR “Notably” OR
“Supercharge” OR “Unlock” OR “Meticulously” OR “Embark” OR
“Dazzle” OR “Tapestry” OR “To excel” OR “It’s important to
note” OR “Journey” OR “Elevate” OR “Maze” OR
“Overwhelmed” OR “AI-driven” OR any similar expressions matching these patterns.
This list must be reviewed before approving any draft.
Writers must avoid expressions related to automated technology descriptions or vague innovation themes. These include:
Replace such expressions with factual descriptions, measured statements, or specific details.
The writing must remain neutral, precise, and credible. Avoid:
Examples of restricted tone include:
All communication must prioritise accuracy, clarity, and realistic value.
Writers must not use:
Only use:
Bold text may be used for clarity, not decoration.
The writing must maintain:
Avoid emotional tone, excitement-driven statements, or conversational exaggeration. The tone should resemble the guidance of a strategist or analyst presenting structured information.
Each paragraph must carry meaning. Avoid filler language and meaningless transitions. Every sentence must offer:
Avoid direct promotional phrases. When referencing internal functions, use neutral descriptions such as:
The communication structure follows a clarity-based narrative pattern supported by consistent review.
Avoid self-promoting language.
Maintain the following sequence:
Observation → Insight → Process → Result
This prevents repetitive or automated phrasing and supports logical progression. Avoid repeated sentence starters such as:
Vary structure naturally.
Maintain third-person or neutral tone. Avoid:
The communication should reflect objective analysis.
When referencing performance or change, use measurable information when available. Replace exaggeration with quantifiable detail.
Example:
The communication review period recorded a 38 percent improvement in consistency.
Maintain accuracy, fair representation, and responsible language. Avoid glorification, speculation, or unsupported claims. Prioritise clarity over persuasion.
Write with analytical reasoning, operational clarity, and factual structure. Avoid generalised commentary. The content should reflect real strategic thinking and experience-driven insight.
All content must follow:
This page is the official, organisation-wide reference for all writing tasks. Every team member must review it before drafting, generating, editing, or approving any content.
Do not write Emdash under any circumstance. Never use the emdash symbol in any content.
Every content draft produced for internal or external use must appear fully human written, reflecting natural reasoning, balanced judgment, and structured clarity without any automated patterns.
Google-Aligned AI Content Protocols, Quality Standards & Prohibited Practices
Google’s approach toward AI-assisted writing is grounded in its long-standing commitment to surface information that demonstrates expertise, experience, authority, and trust. This principle—widely known as E-E-A-T—is the single most influential framework affecting visibility, reliability, and indexing performance across Search.
Google does not judge content by its method of creation. Instead, its systems assess whether the material offers clarity, accuracy, practical value, traceability, and a demonstrable link to credible knowledge. Content that follows this approach strengthens its ability to be recognised as genuinely helpful. Material that lacks depth, precision, or meaningful insight is treated as low-value regardless of whether a human or a machine created it.
Google’s ranking systems evaluate relevance, substance, and alignment with Search Quality Evaluator Guidelines. Content that fails to satisfy these standards risks becoming less visible or entirely excluded from search results.
The following behaviours violate Google’s quality and spam policies. They must never appear in any writing created within the Moris Media ecosystem.
Google explicitly prohibits:
Google defines manipulative use of automation as spam, making such material liable for demotion or removal.
Google’s spam guidelines prohibit large-scale text production when:
Search engines recognise these patterns through system signals and reduce their visibility.
The following practices must never appear:
Google treats these as indicators of manipulative intent.
Content that lacks evidence or contains unsubstantiated claims is penalised. This includes:
Google’s reliability systems actively suppress such material.
Google expects clarity regarding:
Absence of this information negatively affects E-E-A-T signals.
Google rewards content that demonstrates responsibility, clarity, and human relevance.
This requires:
Google discourages material that:
Material must be evaluated through the “Who, How, Why” lens:
Who created the content?
Content must be attributed to an identifiable, credible entity when applicable.
How was it produced?
Where relevant, mention whether AI supported research, structuring, or summarisation.
Why was it created?
The purpose must serve the reader, not search rankings.
Google’s search systems prioritise material that is:
Writers must ensure:
Content that cannot be justified should not be used.
Google’s public guidelines align closely with Moris Media’s banned-word list, neutrality rules, and formatting standards.
Writers must avoid:
These patterns trigger detection signals in helpful-content evaluations.
Terms commonly associated with hype, over-promotion, or vague praise are prohibited. Google associates such terms with low-quality marketing material.
Google detects unnatural formatting as a spam indicator.
Avoid:
Material must not contain:
These violate both Google’s reliability rules and Moris Media’s internal compliance framework.
Google encourages content that reflects:
Insights derived from real work, real data, real processes, or real experience.
Narratives or explanations that demonstrate direct involvement.
Clear explanation of how information was gathered.
Meeting the needs of the people seeking the answer—not search engines.
Unique insights, uncommon expertise, or deeper interpretation of known information.
Straightforward sentence construction, logical progression, and balanced structure.
Google uses multiple systems:
SpamBrain
An AI-driven system that evaluates:
Helpful Content System
Designed to understand:
Material created primarily for ranking receives negative signals.
Reliable Information Systems
Used for sensitive topics (health, civic, financial).
Google expects:
Google states that disclosure is optional unless:
Disclosure should never be misleading or confusing.
Google encourages listing authors when readers expect clarity on who is responsible.
AI must
never be listed as the author.
Human oversight is required for:
This section merges Google’s compliance logic with Moris Media’s banned-word framework.
Absolutely Not Allowed:
Also Prohibited:
Every piece of writing under Moris Media must pass the following:
✓ Purpose is people-first
✓ Information is accurate and verifiable
✓ No banned words
✓ No hype phrases
✓ No generic intros or closings
✓ No manipulative SEO behaviours
✓ Follows E-E-A-T signals
✓ Demonstrates clarity, value, and relevance
✓ Free from decorative formatting
✓ Free from unsupported claims
✓ Human oversight is applied
Below is the consolidated ban list combining Google’s guidelines + Moris Media protocols:
❌ Manipulative ranking content
❌ Auto-generated text with no value
❌ Keyword stuffing
❌ Predictable AI templates
❌ Rewritten or re-spun material
❌ Exaggerated adjectives
❌ Flashy promotional wording
❌ Absolute performance guarantees
❌ Unsupported factual statements
❌ Misleading or speculative claims
❌ Stylised symbols or decorative formatting
❌ Overuse of bold or punctuation
❌ Incorrect brand names
❌ Over-optimised headlines
❌ Sensational narrative style
❌ Lists intended only for SEO traffic
This ban list remains binding across all communication—written, spoken, drafted, or AI-assisted.