Our working principles.
These rules apply to every check, audit and report. They describe how we work, not how we score.
The rules we follow
Evidence with every finding
Each finding shows what we observed and where: the page, the request and the excerpt. A statement we cannot back with evidence does not appear in a report.
Unknown is not zero
When a check cannot run, the result says why and leaves it out of the score. A missing measurement is never counted as a failure.
Limits stated next to results
Every check states what it cannot prove. A result describes the pages, market and dates measured, not your whole business.
Your market, measured as your market
We measure the country and language your buyers use. Where a data source has nothing for a market, we say so instead of using another country’s figures.
Independent answers, counted honestly
When we ask AI assistants your buyer questions, every answer is a separate request, counted once, and the uncertainty is shown beside the count.
We correct ourselves in the open
When we find an error in a delivered report, we tell the client and issue a corrected edition. Changes to our checks are dated on our changes page.
No shortcuts around site owners
Our crawler announces its name, and the test requests we send under other names are described on our crawler page. We follow robots.txt on sites we were not asked to check, and never try to get around bot protection.
No promises we cannot keep
Nobody controls what search engines or AI assistants show. We promise measurements and work, never rankings or citations.
What we keep private
We publish what each check looks at, why it matters and what it cannot prove. How results are weighted and combined is our own work and stays private, as do our clients’ reports.
What each check looks at · Changes and corrections · Data and security