Generally, I'd say: keep it short and digestible. Also watch out for extra noise on the screen, otherwise it'll distract the viewer. And having an ending transition can be useful for understanding when the gif is done, since their looping nature can make this aspect confusing.

Software: Typically Screenflow. It has a built in Gif preset which I'll sometimes use, or if better compression is needed: https://gist.github.com/dergachev/4627207

I use ScreenFlow for screen recording and they added export as animated gif recently. It's so easy - highly recommend it.

https://www.telestream.net/screenflow/overview.htm

I think the spirit of the question was "how best to do it from the gazillion options that are out there"

Plus more of the idea of "I think you make good stuff, would you be willing to share how you did it?"

there aren't a gazillion options, though; it's more like 5.

"Which of the five options for GIF recording do you recommend" is still a valid question though, no? Why not save everyone the time of trying all five themselves?