Disclaimer

No guarantee of results

Search engines are large, private, constantly changing systems, and the weighting of their ranking signals is neither published nor fixed. Nothing on this site is a promise that following it will improve a site's position, traffic or revenue. Anyone who does make that promise is either guessing or selling something.

Not professional advice

The material here is educational. It is not legal, financial or business advice, and it does not account for the specifics of your situation. Decisions with commercial consequences should be checked against your own data and, where relevant, with a qualified professional.

Accuracy and change

Every factual claim is sourced at the time of writing, and search engine behaviour changes without notice. A page that was accurate when published can become wrong without anything on it changing. The modified date on each article shows when it was last substantively reviewed, and the editorial policy explains how corrections work.

Our own experiments

Where this site publishes original test results, they come from a limited number of sites under conditions we only partly observe. How we test sets out the method and states plainly what a single-site test can and cannot show. Treat the results as evidence, not as proof.

External links and tools

Third-party tools and sites are linked because they are useful, not because we endorse everything about them. We receive nothing for mentioning any of them. Verify anything important against the primary documentation.