How this content is made

Articles are written by the people who run the work, not by a content team briefed from the outside. That is a deliberate constraint: it limits how much we publish, and it is the only way to include the specifics that make an article worth reading rather than a summary of what is already online.

Every article carries a named author. Where a piece covers a specialist area, it also carries a named reviewer — the person who owns that channel — who has checked the claims before publication. Both names link to profiles you can verify.

Any claim about how a platform behaves is cited to that platform's own documentation. If we say Google treats an interaction threshold as 200 milliseconds, the link goes to Google, not to another agency's blog post about Google.

Where we give a range — timelines, costs, typical results — it is drawn from work we have actually done, and we say so and give the range rather than a single flattering number. Where we do not know, we say we do not know.

We use AI the way we use any research tool: to gather material, to check structure, and to catch errors in a draft. We do not use it to produce the argument, conduct the interviews, or write the final version.

The reason is practical rather than principled. Content assembled entirely by a model is, by definition, a recombination of what already exists — which means it contains nothing a competitor cannot generate in the same afternoon. The parts of an article that are worth anything are the ones that came from doing the work.

We do not sell links, sponsored posts or coverage on this site, and we do not accept them. Nothing here has been paid for by a third party.

We do not publish client results without written permission, we do not invent statistics to make a point land harder, and we do not use stock testimonials or unattributed logo walls.

If an article is wrong, we correct it and say so — the correction and its date stay on the page rather than being silently edited out. Substantive changes update the article's published date; typographical fixes do not.

If you think something here is inaccurate, tell us. Corrections from readers are welcome and we would rather hear it from you than leave it standing.

Search and advertising platforms change constantly, and marketing advice ages badly. Every article is revisited at least once a year, and sooner when a platform announces a change that affects it. The date at the top of each article tells you when it was last reviewed, not just when it was first written.