# Chapter 5 · Writing pages (1): rules for every clinic page

> GEO Playbook · Dental & Aesthetics v1.0 · Canlah AI · CC BY 4.0 · Web page: https://canlah.ai/playbook/dental/write-pages/
> Markdown edition for AI assistants, same content as the web page. Figures are code blocks (wireframe / mermaid / bars / steps / split); "→" links open the matching section on the web, and the same URL with .md is its Markdown edition.

## 5.1 The first page is always the all-products price guide: why dental must build it itself

**What you'll do in this section**: work out why dental clinics in Singapore cannot avoid building their own price guide page, and make this page (one English version and one Chinese version) the first page you write, starting in book-wide W2 (W1 counts from the day you fix the door).

```mermaid Figure: For dental, compliance empties the third-party price-comparison slots; all the effort moves to a self-built price guide page
flowchart LR
  t["Singapore third-party price-comparison pages"] --> q{"Title contains Best or Top?"}
  q -->|almost all do| c["No submissions; if listed, request removal"]:::warn
  c --> e["Off-site price-comparison gap"]
  e --> sp["Self-built all-products price guide page"]:::hl
  d["Comparison: density counted per page type"] -->|regardless of domain| sp
```

In dental, this page is called the "tiered itemised fixed-price page"; it is the General Edition's all-products price guide page. The most common mistake is writing a "from" price: dental clinics may only publish a fixed final price [Statute text; see Appendix A.1]. For the banned wording and its replacement, see chapter 1, 1.2.

Because the off-site price-comparison slots are out of reach, the effort for this cell moves to the self-built page **as a whole**, not just part of it. This off-site source group (third-party price-comparison pages + bylined content platforms) drops to an opportunistic slot: send one letter in passing only when all three are in hand — a specific URL, usable contact details, and the billing method in writing — and the compliance verdict is "can do". If any one is missing, it goes on the reserve list: no chasing, no follow-up. Do not make completing this group's list a precondition for setting any number of letters, any schedule or any verdict, and do not downgrade this quarter's off-site work just because this group has few entries. For how to handle pages titled "Best" or "Top", see chapter 6, 6.2.

A self-built page can carry this density for two reasons: the comparison page type has the highest per-page citation density in the whole table, and a self-built page benefits just the same; and in Singapore healthcare, the price guide pages AI is citing today were built by the clinics themselves in the first place (measured sample).


On the schedule, this is the first page you write, with the English and Chinese versions done in the same batch (Chinese pages: see 5.3). For the 30-day order and the three mechanical gates — the ranking gate, the language gate and the video gate — follow （→ 通用版 5.4 三十天写页顺序与三道机械闸）.

Whether this page is live feeds straight into this quarter's off-site verdict. This quarter's off-site work is judged on only two things, weighted equally: whether every Group B item that should be sent has been sent; and whether the all-products price guide page (English + Chinese) is live and logged in the page register. Neither depends on whether a third party accepts your submission, only on whether you did the work yourself. The second must tick all three specifications, one by one:

1. every service on sale goes into the same table;
2. official benchmarks such as MOH, CHAS and Medisave get their own section after the table, and the clinic's own price never appears in that section (for the wording, see chapter 1, 1.3) (same table, side by side: Statute text; see Appendix A.1. Same paragraph or an adjacent paragraph: Conservative line (not statute text); see 1.3);
3. the H1 carries the year, `dateModified` is up to date, and the page is revised once a quarter.

Whether it is working has a separate test: the 2–3 unique fact strings logged for this page can be found by string search in the raw answer text saved to disk this month. The full blueprint is in 5.4.

## 5.2 The skeleton of a dental page: where dental changes the seven general rules

**What you'll do in this section**: carry over the General Edition's seven skeleton rules that every page type must follow, unchanged, and change only six places to match dental and aesthetics rules. Once you've made these six changes, you can write every dental page straight off the general skeleton, with no separate set of rules to remember.
```wireframe id=seven-rules Figure: where each of the seven rules lands on the page, top to bottom
title | Pages whose content changes by year carry the year; the official pricing page is the exception (rule 4) | req
H1 | A statement; the exception is one-question-one-page, which uses the original question (rule 5) | req
Conclusion block | Core facts land in the first 30% (rule 2) | req,cite
First H2 | The main question (rule 5) | req
  First sentence | Stands alone, can be lifted out whole (rule 1) | req,cite
  Table | Make it a table wherever you can; column headers use buyer-comparison wording (rule 3) | opt
Other H2s | Statements, with the verdict written into the heading (rule 5) | req
  First sentence | Every paragraph's first sentence stands alone (rule 1) | req
FAQ H3 | Questions are concentrated here, only restating the body's conclusions (rule 6) | opt
Numbers | Precise, with unit, basis and date (rule 7) | req,law
Prices, results, specs | In the first-screen HTML, not dependent on JS, images or IP-based routing | req
```
The above is the General Edition's seven-rule skeleton; dental uses it exactly as is, changing only the six places below.

```split Figure: Dental changes only these six places in the general skeleton; everything else stays as is
General Edition || Dental
What the H2s cover || Tiered prices, devices, which insurance and subsidies apply
Byline || First line under H1: Dr X + registration number + month and year
Outbound links: ≥3 to checkable original text || Only to regulatory text, professional registration lookup pages, government fee pages
Brand name || Only as price subject or provider, in the byline, in organisation facts
Reviews block || None; no aggregateRating and no testimonials
In-page splitting || One person deciding over weeks: no splitting
```

Limiting the brand name to these four places is a Conservative line (not statute text) (not measured).

**H2 focus**: the figure lists only three; the full set is tiered, itemised prices, what's included and the exclusions, devices and materials, follow-up and replacement policy, Medisave / insurance, and waiting times. Write the Medisave / insurance section on its own, per chapter 1, 1.3 (same table, side by side: Statute text; see Appendix A.1. Same paragraph or an adjacent paragraph: Conservative line (not statute text); see 1.3), and never next to the clinic's own price.

**Byline**: outbound links and bylines are generally not a condition for being cited, but medical pages are the exception: they must carry a byline, with a named doctor at the top of the page (measured sample). On every medical page, write the reviewer line as the first line under the H1, `Medically reviewed by Dr X, <degree> · <month year>`, followed by the registration number. The definition page is the exception: its blueprint puts the reviewer line above the H1 (see 5.12). For other page types, this rule drops to a nice-to-have.


**Outbound links**: the threshold of at least 3 outbound links per page to checkable original text does not change. Dental uses only the three kinds in the figure (professional registration lookup pages and government fee and subsidy pages such as Medisave all count), and never links to a manufacturer's model page or to any commercial company [Statute text; see Appendix A.1, A.2]; full detail in chapter 1, 1.5. The original regulatory text is itself a trust signal: write a sentence such as "Under the rules we can't show you before-and-after photos, so here are the fee breakdown and the device models instead", then link to the original rule text. That is more credible than not mentioning it (for the wording, see 1.6).

**Brand name**: do not insert the brand name into the first sentence of every H2, or educational content turns into soliciting copy. The basis is the SDC guidelines' requirement that information be objective, neutral and not persuasive (not measured).

**Reviews block**: testimonials, star ratings, rating widgets and before-and-after photos stay off every channel we control, with no exemption [Statute text; see Appendix A.1, A.2]; for how to judge this, see chapter 1, 1.4. There is also an efficiency reason for not pairing thick pages with any review work: reviews get copied into the answer only for recommendation-type questions, and do not enter the answer at all for price, scenario, process or second-opinion questions (a small-sample scouting observation, not yet retested). So don't put effort into asking for reviews; for how to handle off-site reviews, see chapter 6, 6.5.


**In-page splitting**: in dental and aesthetics, one person takes several weeks to decide, so pages are not split — one intent cluster, one page. For how to judge the decision pattern and how to cut clusters, follow （→ 通用版 5.5 页面单位：一个意图簇一页）.

> **Example** (dental) For the buyer type "dental implant (single)", the questions in the question pool sort into the four decision stages, and each non-empty cell is one intent cluster, one page: ① price and cost breakdown — how much it costs, what the cost is made of, how the CPF deduction works ② selection and option comparison — implant vs bridge, how to choose the brand and the procedure ③ eligibility · process · duration — how many visits, how long, in which cases it cannot be done ④ repeat purchase · remedy · second opinion — a loose implant, wanting a second opinion.

**Length does not change**: length is set by page type; stop when the page is written, following （→ 通用版 5.7 所有页型都成立的七条）. Consumer content like dental has a reference range of 1,800–2,400 words. It is not a floor: you must not add content just to reach it.

The general way to write the conclusion block, the density gate and the source gate follows （→ 通用版 5.8 结论块、密度闸、出处闸）. Take dental's exclusive facts from the seven categories in chapter 1, 1.6. If, after deleting everything that hits a ban, you still have fewer than 5, go back and change the intent cluster: never relax compliance, and never pad it out with generic educational content.

## 5.3 Chinese and Indonesian pages

**What you'll do in this section**: write Chinese pages following the General Edition's "Chinese pages alongside English pages" approach (a Chinese page is the same-batch Chinese version of the English page; it does not take the second-page slot set by the three-state list). Dental adds two things: the Chinese page must pass two banned-word lists at once; and dental and aesthetics get an extra Indonesian-language page, which must clear four items before it goes live, with no paid promotion inside Indonesia until they are done. When you're done, you'll have an English page and a Chinese page live in the same batch for every buyer type, plus, for dental and aesthetics, an Indonesian-language page.

A Chinese page counts as a separate page, changes the question wording but not the facts (the facts reuse the same fact-table row numbers), is counted as 0.8 of a page's workload, and is finished in the same batch as the English page, following （→ 通用版 5.9 内容形态、FAQ、中文页与外语页）. Dental uses the three hard gates exactly as they are; miss one and the page may not go live:

1. the H1 contains "新加坡" (Singapore);
2. an S$ amount appears in the first paragraph, immediately followed by "含 GST" (incl. GST) or "未含 GST" (before GST);
3. the body text has at least one instance of "新加坡" (Singapore) plus a specific MRT station or area name; a generic "新加坡" (Singapore) on its own does not count.

What dental adds is that the Chinese page is governed by one more list. Read the two banned-word lists together:

```split Figure: The Chinese page is governed by two banned-word lists; write to the healthcare one and you satisfy both
Healthcare banned-word list || China's Advertising Law: absolute terms
"最好、最佳、第一、唯一、领先" (best, optimal, No. 1, sole, leading) || Also banned
"顶级、权威、国家级、最高级" (top-tier, authoritative, national-level, highest-grade) || Also banned
No exceptions || Some room not to treat it as a violation: self-referring, order in time or place, qualified and provable
Conclusion: write to the healthcare list || Satisfies both lists; use it one way only, from strict to lenient
```

The exception in China does not come from Article 9 itself. It comes from SAMR's *Enforcement Guidelines on Absolute Terms in Advertising*, and even that only says these few cases leave some room not to be treated as a violation; it is not an explicit permission. Article 9 of the *Advertising Law* is [Statute text; see Appendix A.3] (its penalty of RMB 200,000–1,000,000 is [Original text not obtained; see Appendix A.3]); the Enforcement Guidelines themselves are [Original text not obtained; see Appendix A.3]; how the *Advertising Law* actually applies to overseas operators, namely that in practice it is enforced through platforms, is [Conservative line (not statute text); see Appendix A.3] (inferred, 70% confidence); and that writing to the healthcare list satisfies both is [Conservative line (not statute text)] (inferred, 80% confidence).

**This conclusion works in one direction only**: you cannot allow these words in healthcare just because China has exceptions, and you cannot tell anyone outside that China always penalises them just because healthcare bans them outright. The Chinese–English–Indonesian banned-word mapping table is in chapter 1, 1.6; use that same table when proofing, and don't build a separate one.

The Indonesian-language version is only for dental and aesthetic clinics. Indonesian-language medical questions are basically empty, so it is worth doing (75% confidence); this judgement comes from one search on a single engine, not locked to Singapore, and it has not yet been re-checked.


Before it goes live, complete the four items below; miss one and it does not go live:

```steps Figure: The four items before the Indonesian page goes live; miss one and it does not go live
1 | Spot-check 3 live searches | Locked to Singapore, confirm Indonesian medical questions are still empty
2 | Proof the Indonesian copy | Against the three-language banned-word mapping table in chapter 1, 1.6
3 | Disclaimer and scope | Add a line on the page stating its scope of application
4 | Indonesian lawyer's opinion | A written opinion, or legal checks it against the original regulation
5 | Go live | No paid promotion inside Indonesia before this
```

The Indonesian page also has to clear hard gates 1 and 3 of the Chinese page: the H1 contains "Singapura", and the body text names a specific station or area; for the currency, follow gate 2 and write S$, stating whether GST is included.

Local rules do not loosen because the buyer is overseas: a medical-tourism page cannot add before-and-after photos on the grounds that "this page is for foreign readers" [Conservative line (not statute text)] (inferred, 85% confidence: the regulations govern the licensee's advertising conduct and the services provided locally, and we found no provision that exempts an ad based on where its audience is).

Indonesia's own medical advertising law [Original text not obtained; see Appendix A.3]: all we have is a directional judgement (enforcement targets entities inside Indonesia, and the risk falls mainly on "promoting inside Indonesia"). It is not a verified conclusion; we assume neither that it is legal nor that it is illegal. So both step 4 and step 5 in the figure must go into the work order.

The general rules for other-language pages — no bilingual content on the same page, and machine translation cannot be published as is — follow （→ 通用版 5.9 内容形态、FAQ、中文页与外语页）; they apply to the Indonesian page too.