Editorial policy
What we will change when a listed agency tells us we are wrong, and what we will not.
Right of reply
Any agency listed here can contest any score. We will re-run the measurement, publish what we find, and record the change on corrections with its date. That applies whether or not we agree with the objection.
What will change a score
- A measurement error. If we measured the wrong thing, the wrong property, or measured it badly, we correct it and say so. This has already happened once and is on the corrections page.
- Evidence we could not see. A page behind a bot wall, a surface we did not find, a practitioner we missed. Point at it and we will read it.
- A changed site. Publish the surface, run the stack, attach the name. The criteria are published precisely so they can be met deliberately.
What will not change a score
- Client results we cannot verify. We have no access to any agency’s analytics and we will not print a number we cannot check. This is the criteria’s biggest limitation and it applies to everyone equally.
- Disagreement with a criterion. Worth arguing, and the place to argue it is before it is applied. Every discipline publishes its criteria before any agency is scored against them, for that reason.
- Commercial pressure. Nothing here is for sale, including removal.
Removal
An agency that would rather not be listed can say so and we will remove it, with the removal recorded on the corrections page along with the fact that it was requested. We will not silently drop an entry, because a directory that can be quietly edited by its subjects is not reporting anything.
Corrections we make without being asked
Everything is re-measured quarterly and every change is published. Where a finding turns out to rest on one detection path, we re-check it with a second before it stands. An absence about a named company is the claim most likely to be wrong, and it carries the strictest evidence rule on the site.