Sleep on anything expensive in SEO: a quiet hour of distance is the oldest safeguard there is. Realistically, we would rather compare no more than three options carefully than ten of them badly, and SEO rewards that patience.
What to compare the moment before you make the choice
Put simply, choosing in SEO comes down to the outcome you are after — write that down a day before you compare anything. Broadly, a decision in SEO gets clearer once you can say out loud what you are optimising for. On balance, if two options in SEO look identical on paper, the difference going by the questions we get shows up after you commit — usually as the price of undoing a bad call.
- As a rule, everything we publish about SEO we sit on for a day, and revisit when the ground shifts.
- Realistically, the pages here carry our name, so anything we would not tell a person reading this in person does not go anywhere near publish.
- On balance, our process is unglamorous: read, check by hand, cut whatever we cannot support.
- Our pieces get revisited regularly, not only when a passer-by complains.
How we work
For what it is worth, if a SEO claim here cannot be traced to evidence you can check, it does not go through. Broadly, our primers get revisited every season, not only when a reader complains. No breakdown on SEO goes out on the strength of one source; we want numbers we can point at first.
What people ask
If something about SEO is unclear, ask — the useful questions in our experience become future explainers.
Why should I trust your take on SEO?
Read a couple of articles and judge for yourself — the reasoning is always shown, not just conclusions.
How often is new content published?
Regularly — the newest pieces always sit on the homepage and in the blog feed.
Sources we check first on SEO — and the routine behind the list: Choosing in SEO