Start Free Trial How we write the Whoosh Blog
Whoosh makes a Shopify speed app, and this blog is written by the company that sells it. Here is how a post gets from a question to the page, how we check it, and what to do when you find a mistake.
Edward Cameron · Founder, Whoosh
Updated
Who writes the blog?
The blog is published by Whoosh, a Shopify speed app made in Sydney, Australia, and founded in 2023. Whoosh is operated by Fastlane Technology Pty Ltd. Every post carries the byline of Edward Cameron, Whoosh's founder, and he answers for what it says.
We sell a product that some posts discuss. Each post's sources box says where its figures come from, and a post that compares apps says that we make Whoosh, gives every other app's price and rating from its own listing, and says when another app is the better buy.
How are topics chosen?
We write about the questions Shopify merchants search for about store speed: Core Web Vitals, third-party apps and scripts, images and themes, speed apps, and the new ways people shop through AI assistants. A question gets a post when a merchant can do something with the answer on their own store.
One search gets one post. Our publishing checks stop a draft whose main search matches a post already on the blog, so two of our pages never compete for the same question.
How is a post researched and written?
Each post starts from a research brief: the pages that already answer the question, and the primary sources behind them, such as Google's and Shopify's own documentation. Drafts are written with the help of AI, from that brief, a written style guide and a fixed list of the claims we may make about Whoosh.
AI does not decide what we claim. A figure about Whoosh has to come from that list or from a published case study, and a figure about anything else has to link to its source in the same paragraph. We do not invent stores, quotes, tests or results.
How are posts checked before they go live?
Every draft has to pass an automated publishing gate first. It blocks:
- an em dash, a dollar amount without its currency (A$ or US$), and a revenue figure next to a named store
- a post under 1,100 words, a post without its FAQ, sources and disclosure, and an internal link that goes nowhere
- a post that targets the same search as one already on the blog, or repeats its sentences
- the marketing words on our banned list, and the filler phrases that mark a page as mass-produced
It also flags any figure without a source link next to it. Then a person at Whoosh reads the draft against its sources before it is published. Every post lists its sources with the date each one was checked, and a comparison gives other apps' prices, plans and ratings from their own App Store listing or website on that date.
Where do results about Whoosh come from?
Results we name come from published case studies, such as TileCloud and Nakie, and we never put a revenue figure next to a named store. When a post describes how Whoosh measures its effect, it is the method on how we measure: a 50/50 test for a store's first few weeks, then 90/10, with 10% of shoppers kept as a control group.
How are posts updated and corrected?
Every post shows the date it was published and, once its content changes, the date it was updated. A comparison table carries the date its listings were checked; when a listing changes, we update the row and the date.
If you find a mistake, email admin@getwhoosh.ai with the post's link and what is wrong. We correct factual errors and change the post's updated date.
