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Core writing principles

Every piece of content — blog post, app copy, social caption, or documentation page — should follow these four principles.
  • Make decisions — do not present five options; recommend one with reasoning. Users come to us for answers, not more questions.
  • Science over hype — cite studies, not folklore. Link sources. If the data does not exist, say so honestly rather than speculating.
  • Specific over vague — “22% THC with 0.8% myrcene” beats “high potency” every time. Numbers build trust; adjectives build skepticism.
  • Human over corporate — Professor High personality, not brand speak. If a sentence could appear on any cannabis website, rewrite it until it could only appear on ours.

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Content types

Long-form content optimized for search ranking. These pieces are thorough, skimmable, and structured to win featured snippets and “People Also Ask” placements.
TypeWordsUse caseWin condition
Pillar guide4,000-6,000High Families, terpene science, cannabinoid deep-divesPage 1 ranking + featured snippet
How-to1,500-2,500Consumption methods, dosage guides, app tutorialsPAA answers + organic traffic
Comparison2,000-3,000Strain vs. strain, indica vs. sativa myths, terpene matchupsComparison snippets
Listicle1,500-2,500Top strains for a specific effect, best terpenes for a use caseList snippets + traffic
SEO style notes:
  • Long-form, thorough coverage with clear H2/H3 hierarchy
  • Skimmable with bold key phrases and short paragraphs
  • Answer search intent completely in the first section
  • Depth signals authority to search engines

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Blog categories

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SEO checklist

Use this before publishing any search-optimized content.
  • Primary keyword in title, H1, and first 100 words
  • Secondary keywords in H2/H3 headers
  • Meta description under 155 characters with primary keyword
  • Internal links to related strains, families, and guides
  • External links to authoritative sources
  • Alt text on all images
  • Schema markup for articles and FAQs
  • FAQ section with direct, quotable answers
  • Structure matches featured snippet format for target query

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GEO checklist

Use this before publishing any content targeted at AI citation.
  • One clear answer per section (AI-extractable)
  • Quotable paragraphs (2-3 sentences, self-contained)
  • Specific data points (percentages, ranges, numbers)
  • Expert framing (“Research shows…” not “Some people think…”)
  • FAQ section with direct answers
  • Quotable definition in first 50 words
  • Clean hierarchy that language models can parse (H1, H2, H3 — no skipping levels)

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Quality checklists

  • Does it pass the voice test? Would you say it to a smart cannabis-curious friend?
  • No AI-sounding phrases (delve, comprehensive, landscape, seamless)
  • Includes specific numbers, not vague claims
  • Takes clear stances, not “it depends” hedging
  • Reads like Professor High wrote it, not a committee
  • All strain data points verified against the database
  • Citations for research claims include study name and date
  • Terpene and cannabinoid information is scientifically accurate
  • No medical claims or diagnosis language
  • All links work and point to authoritative sources
  • Primary keyword in title, H1, and at least 2 H2 headers
  • Meta description between 120 and 155 characters
  • FAQ section present for pillar guides
  • 3+ internal links to strain pages or related articles
  • Image with descriptive alt text
  • Quotable definition in first 50 words
  • Stats formatted for citation: “X% according to [source]”
  • Clean hierarchy AI can parse
  • Answers the question better than current AI responses
  • Self-contained paragraphs that make sense out of context
  • High Families classification referenced where relevant
  • Indica/sativa myths challenged, not perpetuated
  • Professor High’s voice is consistent throughout
  • No competitor mentions or paid content feel
  • Links to relevant strain pages in the database

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High Families integration

Every piece of content should reinforce the High Families classification. When discussing strain effects, reference the relevant High Family. Never use indica/sativa as primary classifiers without challenging the paradigm. Link to High Families when referencing the classification system. This is a core brand differentiator that separates us from every other cannabis platform.

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Professor High as author

Professor High is the primary blog author. His persona details are documented at Professor High and his voice characteristics at Voice and tone. Key rules for authored content:
  • Maintain his voice — opinionated, specific, warm, science-first. Read the voice characteristics section before writing in his name.
  • Use his avatar for bylines — the circular avatar crop, never the full illustration. Credit as “Professor High” in the byline, not “AI” or “automated.”
  • Stay in character — he is a researcher sharing findings, not a brand pushing products. He admits uncertainty when it exists and cites sources when making claims.
  • One “Greetings, student!” per piece — his signature greeting anchors the piece but should not be repeated. Once is personality; twice is a gimmick.

Voice and tone

Voice pillars, tone variations, banned words, and before/after examples.

Brand applications

How writing guidelines adapt across website, mobile app, docs, and social media.