Editorial Policy

How pages get written

Every page starts from a review of what people currently search for and what results
Google actually shows for that query in the UAE, in the page’s own language, not a
keyword list treated as a set of page ideas. If ten different search phrases clearly mean
the same thing to the person typing them, they get consolidated into one page rather than
spread across ten thin ones. If a search phrase is genuinely a different intent, a
different city, a different karat, a different question, it earns its own page, but only
then.

Arabic pages are researched and written independently for Arabic search behaviour; they
are not translations of the English version. An Arabic searcher asking about used-gold
prices, for instance, phrases the question differently and often cares about different
details than an English searcher does, and a literal translation would miss that. Our
Arabic content starts from its own search-results review, not from an English draft.

Sources, in order of trust

We rank every source we use on a six-level scale, and a claim’s source level
determines what it’s allowed to support:

1. UAE government and regulators (e.g. the Federal Tax Authority for VAT/customs claims)
2. Recognized industry benchmarks (e.g. Dubai Gold & Jewellery Group)
3. Official retailer sources, for retailer-specific facts only
4. Reputable financial/news organizations
5. Specialist secondary sources
6. Community/social discussion, to find questions worth answering, never as the sole basis for a factual or tax claim

In practice this means a regulatory claim (a VAT rate, a customs allowance, a refund
threshold) always traces back to a level-1 or level-2 source with an effective date, even
if a competitor’s page states the same fact more simply. When a primary source
conflicts with what’s commonly repeated elsewhere online, the primary source wins and
we say so.

Review before publishing

A page moves through distinct stages before it goes live: research, drafting, a factual
review against primary sources, a language review (native-level for Arabic, not a
machine-translation check), an SEO/structure review, and a final technical check that the
page actually renders correctly, has no broken links, and meets our content-depth bar. No
page skips a stage just because it’s taking longer than expected to get one right.

How Arabic content stays independent

A common failure mode for bilingual sites is treating the second language as an
afterthought, write the English version, then hand it to a translator. We don’t do
that. Arabic pages get their own SERP research, their own primary-source checks, and their
own review pass by someone reading for natural Gulf Arabic, not for whether the sentences
happen to line up with the English draft. Where the English and Arabic versions of a page
emphasise different things, because the questions people actually ask differ by language, that’s expected, not a bug to reconcile.

Corrections

Mistakes get fixed and logged, not quietly edited away. See the
accuracy changelog for the public record. If you’ve
spotted something wrong, tell us, that log exists because of
reports like that, and we’d genuinely rather hear about an error from a reader than
leave it live.

Refresh commitments

Different content types go stale on different schedules, and we try to match the review
cadence to that instead of using one blanket rule. Tax and customs guides get reviewed
immediately after any known rule change, and urgently, within 24 to 48 hours, once we
become aware of one. Evergreen buying/selling guides get a quarterly review even without a
known trigger. Forecast content is reviewed at least monthly and immediately after any
event that would invalidate its scenarios.

What we won’t do

• Invent a different gold rate per emirate to make a page look more “local”.
• Publish a regulatory or tax claim without a primary source.
• Show placeholder or stale data without saying so.
• Let a page go live below our minimum word/content bar just to fill out a keyword list.
• Publish a city premium number before the evidence threshold described in our methodology is met.

How this policy itself gets enforced

A policy that nobody checks against is just a page. Our technical build includes automated
checks that run before anything goes live: every indexable page’s actual word count is
measured against its content-depth requirement, every internal link is verified to resolve
to a real, published page rather than a manifest entry that hasn’t been built yet, and
every Arabic and English page pair is checked for reciprocal, correctly-encoded hreflang
tags. None of that replaces human editorial judgment, but it does mean the mechanical parts
of this policy can’t quietly slip through simply because nobody happened to notice.

We’d rather have a smaller set of pages that consistently pass every one of these
checks than a larger set where some quietly don’t.