Editorial standards

Every number on this site comes from a named source. Case studies show the tool, the market and the dates behind each result, and articles link to the research they cite.

Where does the data come from?

Client results come from Google Analytics 4 and Semrush, from work I led in-house. Each case study names the report, the market and the dates. Industry statistics link to the original study, and I say when a figure comes from a vendor with something to sell.

Why are clients anonymous?

I keep client names private. The results, dates and methods are published in full. Only identifying details, such as company names and URLs in screenshots, are removed or blurred.

Who writes the content?

I do. I use AI tools to help draft and edit, the same way I recommend clients use them. Every fact is checked against its source, and I review and approve every page before it is published.

How do I show what didn’t work?

Every case study includes a section on limits: results that faded, terms that didn’t move, and how long the data covers. A result without its limits isn’t useful to you.

How often is content updated?

Articles show the date they were last updated. I review them at least every 90 days. Case study numbers aren’t changed after publication, except to fix an error.

How do I report an error?

Use the contact form. I correct confirmed errors and note the date of the correction on the page.

Common questions about these standards