Don't go for the cheapest, it takes a certain cost per Gb to break even, many offer silly unsustainable prices and oversell their servers to break even or they simply dissapear due to non-payment of their bills.

If you have a low visitor personal site, then this is perhaps worth the risk, if you make money or conduct business via your site, then you need to pay a bit more (but you'll make that back anyway).

Beware of testamonials unless you know the person, these are easy to fake

You might want to consider a less well known or local company, these tend to offer better service.

This is not a plug, but an example, we've been in business for best part of 15 years, we host a number of sites and have servers in the UK & USA, we have customers mainly from US/Canada, UK & mainland Europe, our servers very rarely have downtime (other than maintenance slots), we get no complaints, but you'll probably not find a single review of our services on-line. By the traditional method of host research that would make us a bad host, but our customers come back year on year because of the service