How we create, review and source our guides

Who writes our content

Every guide is written by a named, credentialed member of our team, the specialist who does that work for clients. Our Head of SEO writes our search content, our Head of Paid Media writes our ads content, and so on across all six services. You can see every author on our team page. This reflects Google's guidance that content should demonstrate first-hand experience and expertise.^[2]

Our content process

Nothing publishes until it has been through a clear process:

• The specialist drafts the guide from real, hands-on experience.
• A second expert reviews it. Specialist guides are reviewed by our Head of SEO; top-level content by our Head of Strategy.
• Every factual claim is checked against a primary source and cited.
• Only then does it go live, with the author, reviewer and dates shown on the page.

Sourcing & accuracy

We cite our sources so you can verify what we say. Where a claim is about how Google works, we link to Google Search Central^[3] and its guidance on how Search works.^[4] Local-search claims are cited to Google Business Profile Help.^[5] We do not invent statistics, and any figure we cannot verify is removed rather than published, in line with Google's spam policies.^[6]

Our stance on AI

We use our own expertise, not AI, to decide what our guides say. AI may assist with drafting or formatting, but every guide is written from real experience, edited by the named author, and reviewed by a second human expert. We do not publish mass-produced, unreviewed AI content, which Google's spam policies treat as scaled content abuse.^[6] Google has confirmed those policies also cover attempts to manipulate its AI features.^[7]

Independence & funding

Our guides recommend what genuinely helps a small business, not whatever is most profitable for us. When we mention our own services we say so plainly and link to them, and we follow the FTC's guidance on clear and conspicuous disclosures.^[8] We are funded by our clients, not by advertisers paying for coverage.

Keeping content current

Search changes constantly, so our guides are living documents. Each shows a published and last-updated date and a revision history. We review our most important guides on a schedule and update them whenever Google, a platform, or the facts change, consistent with Google's emphasis on maintaining helpful content over time.^[1]

Corrections & feedback

If you spot something wrong or out of date, we want to know. We investigate every report, fix confirmed errors quickly, and log the change. See our corrections policy for exactly how that works.