User intent comes first
A page should solve the reader’s problem. SEO, AEO and generative search optimisation should improve findability and clarity, never distort the answer or add empty text.
Editorial standards
The principles behind every useful page.
These standards guide what we publish, how we present uncertainty and how we balance reader needs with search visibility and commercial sustainability.
Our core standards
Accuracy over speed
Important facts should be checked before publication. When reliable information is unavailable or changing, uncertainty should be stated rather than hidden.
Originality and added value
We do not aim to reproduce what already exists. Content should organise, explain, compare or apply information in a way that makes the reader’s next step easier.
Clear British English
We use natural, professional British English, define unfamiliar terms and avoid keyword stuffing, inflated claims and generic automated phrasing.
Independence of conclusion
Advertising, affiliate arrangements or commercial relationships must not determine the conclusion of a guide or conceal a material drawback.
Proportionate evidence
The greater the potential impact on a reader’s health, finances, legal position, safety or property, the stronger the sourcing and review should be.
Fair representation
We distinguish fact, interpretation and opinion. Comparisons should use relevant criteria and should not remove context simply to create a stronger headline.
Accessible next steps
Useful content should help readers check eligibility, compare options, prepare questions or recognise when qualified advice is needed.
High-impact subjects
Pages involving money, insurance, tax, property obligations, health, safety or legal rights need particular care. We aim to use authoritative sources, show the relevant date and jurisdiction, explain important limitations and avoid presenting general information as personalised advice.
Where a professional assessment is necessary, the page should say so clearly. Helpful content can prepare a reader for that conversation; it should not pretend to replace it.
No guaranteed outcomes: rankings, savings, approvals, investment performance, legal results or health outcomes should not be promised without a valid and supportable basis.
Transparency and accountability
- Material commercial relationships should be disclosed where readers are likely to make a decision.
- Dates and significant assumptions should be visible when they affect accuracy.
- Sources should be linked or identified where doing so helps readers verify an important claim.
- Substantive errors should be corrected promptly under our corrections policy.
- Privacy and data use should be explained in our privacy policy.
Last reviewed: 16 July 2026.
Help us uphold these standards.
If a page appears unclear, unsupported, outdated or unfair, tell us what you found and why it matters.
Send feedback