American style uses double typographic quotes “ ”, British style uses single typographic quotes ‘ ’, and technical documentation uses straight quotes " ". In American style, punctuation goes inside the quotation marks; in British style, placement follows meaning. But even in American blogs and technical books, punctuation is often placed by meaning rather than inside.

The apostrophe is either straight ' or typographic ’. For articles and posts, the typographic apostrophe is recommended. But if you look at popular news outlets or blogs from large tech companies, you’ll often find straight and typographic apostrophes and quotation marks mixed even within the same article. Some AI agents can’t use typographic symbols and replace them with straight ones.

Straight quotes are always easier to type than holding 3 keys for typographic ones. On top of that, with straight quotes the opening and closing mark is the same character, while typographic quotes use different ones. Smart auto-replacement to typographic symbols can be set up on a laptop, but most apps ignore that setting. If you write in different languages or for different styles, smart replacement will not help. You can set up a script to replace them before publishing articles, but if the article contains code examples, you can’t replace them there. You can also replace them manually before publishing, but when replying to comments you end up with straight ones again. Some fonts render the straight apostrophe beautifully, but you control the font only on your own site. Some websites automatically convert typed text into typographic marks, but if you paste text, they leave the straight ones in.