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When technical issues hold your SEO program back, progress stalls. Yet technical SEO remains a top priority for leading SEOs and Google, and a key factor correlated with rankings in Backlinko’s 2026 Google ranking factors report. One of the biggest hurdles for in-house SEO programs is the lack of resources to implement changes to the website. Up to 67% of respondents cite non-SEO dev tasks as the biggest reason technical SEO changes can’t be made, according to Aira’s State of Technical SEO Report. This is costing businesses an additional $35.9 million in potential revenue each year, seoClarity estimates. When you can’t do everything, focus on the technical SEO tasks that drive the most impact. Here are the priorities to start with. Where to focus first: Prioritization techniques Most enterprise SEO teams want to fix issues that impact the most pages, revenue, and user journeys. Aira’s report ranks in-house technical SEO changes in this order: Quick wins (big impact, little effort). Expected impact on KPIs. Impact on users. Best practices based on Google guidelines. Industry changes and algorithm updates. Still, with millions of pages, it’s difficult to know where to focus. Here are some tips: To limit what you work on, start with small groups of keywords or specific product areas. Fix any barriers to ranking. Ensure all major pages are indexed. Consolidate, improve, or remove low-quality pages that don’t need to be indexed. Starting with a technical SEO audit lets you identify the exact technical issues you need to resolve, hopefully with a prioritized list of tasks. SEO tools can help identify and prioritize technical fixes. You may also want to check out “SEO prioritization: How to focus on what moves the needle,” which includes prioritization techniques like the Eisenhower Matrix. If asked for the top foundational technical SEO fixes, I’d point to the following: 1. Site architecture A well-organized site creates the foundation for your SEO program to run more smoothly. Site structure impacts key SEO outcomes, including crawling, indexing, and user experience, and getting this piece right really sets the stage for a site primed for search. Fundamentally, site architecture (what I call “SEO siloing”) helps you organize a site around how people search. The goal is to have your content and navigation hierarchy mirror the keyword themes/queries people use and to couple that with content that answers intent across the customer journey. For example, this is how a “power tools” section of a large ecommerce site might be siloed/organized: The internal linking piece of siloing reinforces topical authority and funnels strength toward your primary landing pages. This alignment between search behavior, content themes, and site structure turns your site into a ranking asset. In AI-powered search, you want your enterprise site to be well-organized, with a clear hierarchy and strong internal linking to send stronger relevance signals. Here are common site architecture issues to look for: Important pages that are buried deep in the site (four-plus clicks from the homepage). Orphaned or weakly linked high-value pages. Any content topics that lack a clear thematic hub or silo. Multiple pages competing for the same core query. Lack of internal linking to connect and reinforce key content sections/silos. Thin or fragmented supporting pages. Taxonomy structures (like tags, archives, categories) that are competing with core pages. A full site architecture overhaul is difficult in enterprise environments, so focus on the tasks you can reasonably get done. Consider these three action items to help make an impact with potentially the least resistance: Strengthen internal linking to priority content Internal linking can be deployed without changing the core site architecture/URL structure, so this is usually a faster win. Look to fix: Revenue-driving pages that are not positioned as thematic hubs. Topical pages that aren’t interlinked but support the customer journey. Relevant blog content that doesn’t link back to specific topical hubs or service/product pages. High-authority pages that are not linking to supporting pages. Cross-linking between unrelated themes that may dilute topical focus. Consolidate topics before rebuilding the structure Instead of reorganizing the entire taxonomy, you can look for things like multiple pages that are targeting the same primary keyword/queries, thin variations of the same topic across different URLs and blog content that may be competing with key pages like products/services. Here, you can merge overlapping content, choose and reposition one page as the thematic hub and redirect URLs as needed. Elevate key pages closer to the top When resources are tight or politics get in the way, you can reinforce the site architecture by ensuring that: Priority pages are within two to three clicks. You add contextual links to reinforce thematic hubs/silos by implementing things like “related resources.” Your customers search everywhere. Make sure your brand shows up. The SEO toolkit you know, plus the AI visibility data you need. Start Free Trial Get started with 2. Crawling and indexing At the enterprise level, crawling and indexing issues are almost guaranteed. But which issues deserve immediate attention? Fix indexing issues first This step may feel obvious, but it’s often overlooked. When search engines aren’t indexing the pages that matter most, this step becomes a No. 1 priority on the “fix” list. But with so many URLs on an enterprise site, it can be overwhelming to review the Google Search Console Page indexing report. So instead, you can start by filtering the Page Indexing report by your XML sitemap. Compare the URLs listed in the sitemap with what Google has indexed. Any sitemap URLs that are not indexed should be investigated first. Determine why they’re excluded and fix those issues before expanding your analysis. During your page reviews, you can do a quick triage by checking: Robots.txt rules that may be blocking critical sections. Noindex tags that may have been accidentally deployed. Canonical tags that might be pointing to the wrong versions. Any rendering issues preventing search engines from seeing content. Eliminate signal dilution It’s not uncommon for pages across a large site to send mixed signals to search engines. In enterprise environments, this often happens at the template level where one structural issue can weaken countless URLs. Look for these problems: Multiple URL variations being indexed (HTTP/HTTPS, trailing slash inconsistencies, parameter variants). Canonical tags that conflict with internal links or XML sitemaps. Near-duplicate pages targeting the same primary query. Redirect chains that are working inefficiently. Important pages rendering with more than one URL. Reduce crawl waste For an enterprise site, crawl budget is a strategic resource. You want to avoid having crawlers spend time on pages that don’t matter. To see if this is happening, check for some common culprits: Excess crawl activity on faceted navigation and parameter URLs (filters, sorting, pagination variations). Internal search results being indexed. Thin or competing archive structures (tag, category, or date archives). Out-of-stock or low-value product pages cluttering the index. Thin, auto-generated, or outdated location pages. Staging or test environments accidentally being indexed. Legacy or irrelevant content that’s still crawlable. Get the newsletter search marketers rely on. See terms. 3. Website performance If your site is hard to use, it wastes the organic traffic that you’ve worked hard to get. Yelp and Pinterest are two examples of organizations that invested in site performance and experienced revenue and engagement lifts. Yelp reported a 15% increase in conversion rate after improving page performance and reducing load times. Pinterest reported that after launching its Progressive Web App, time spent increased 40%, user-generated ad revenue rose 44%, and core engagements grew 60%. What requests should you prioritize? Fix backend bottlenecks first When the backend is performing poorly, it impacts everything from site speed and crawl efficiency to user experience metrics. Check for problems like: High Time to First Byte (TTFB) on any key templates. Sluggish performance on high-traffic pages. Heavy CMS processing or middleware overhead that delays page generation. Slow database queries that lengthen the server response time. Some action items that can address these issues include: Implementing full-page or edge caching for high-traffic templates. Optimizing database queries and reducing CMS processing overhead on dynamic pages. Upgrading hosting or moving to a scalable cloud infrastructure for traffic spikes. Reduce JavaScript and rendering bottlenecks Enterprise sites face more navigation issues — especially with filters or JavaScript — and accumulate script bloat. Tag managers, personalization engines, testing platforms, and third-party widgets stack up over time. Unfortunately, no one wants to remove them because they’re not sure if they’re still needed. When you reduce execution overhead, it can improve interactivity and stability without having to redesign the site. Here are some problems to look for: Large JavaScript bundles that are loading sitewide. Third-party scripts that are blocking rendering. Poor Interaction to Next Paint (INP) scores. Core content that’s dependent on client-side rendering. Some high-impact fixes to consider: Audit and remove unused or redundant third-party scripts. Defer or lazy-load any non-critical JavaScript. Shift critical content to render before JavaScript execution by deploying server-side rendering or hybrid rendering where possible. Improve what users see first Site performance is also about perceived speed and the first meaningful interaction for users. This is another area where Google’s Core Web Vitals become useful as a diagnostic tool. Common culprits that cause issues in the user experience category include: Hero images that are loading late. Any render-blocking CSS or JavaScript. Layout shifts that are caused by ads or dynamic elements. Above-the-fold content that’s being delayed by non-critical assets. When considering what to fix, focus on structural optimizations that change how the browser prioritizes what matters most: Preload and properly size all above-the-fold images. Inline critical CSS and defer any non-essential styles/scripts. Reserve static space in the layout for dynamic or third-party elements (ads, embeds) to prevent layout shifts. Improve speed Improving page speed helps improve indexing. The slower and larger pages are, the fewer Google will crawl. That isn’t an issue if your site has 500 pages. It’s an issue getting a million pages indexed. The Google Search Console Crawl Stats report is an underutilized tool. The report shows how Googlebot is crawling your site, including the total number of crawl requests, total download size and average response time for fetched resources. See the complete picture of your search visibility. Track, optimize, and win in Google and AI search from one platform. Start Free Trial Get started with Bonus: Mobile user experience About 63% of website traffic is mobile, according to Statista. But the majority of sites aren’t prioritizing their mobile experiences, according to a study by the Baymard Institute. For example: 95% of sites put ads in key areas of the homepage that cause interaction issues. 61% don’t use the correct keyboard layouts, which cause accidental typos. 66% place tappable elements too close together, and 32% of sites have tappable elements that are too small. A responsive website is the baseline. But mobile experiences go beyond this foundation. The most successful enterprises are thinking about how to create sites that are dialed in for mobile users. While most would agree that many UX functions fall outside the realm of technical SEO, the ability of your site to retain and convert mobile traffic is a shared goal for SEO and UX teams. With that in mind, you can analyze your mobile experiences alongside your colleagues by thinking about the following questions: Are your most important pages meeting Core Web Vitals thresholds? Is your critical content fully visible on mobile, or is it hidden behind tabs, accordions, or scripts? Are you optimizing for mobile-first indexing by ensuring that structured data, internal links, etc., match desktop versions? Is your content formatted for mobile scanning with short paragraphs, clear visual hierarchy, and fast-loading media? Are you accounting for emerging user behaviors in your content, like voice queries and AI-generated summaries? Is your navigation mobile-friendly, as in simple, thumb-friendly menus, intuitive hierarchy, and easy access to key actions? Have you evaluated any gesture-based interactions, simplified checkout flows or reduced any input friction for mobile users? Are you measuring real-user mobile performance (not just lab scores) to identify any friction in the wild? Build momentum with high-impact technical wins Technical SEO can feel overwhelming, especially when you don’t control the entire process. Focusing on fundamentals like site structure, crawlability, and user experience sets the stage for everything else in your SEO program. Prioritize the areas that deliver the biggest impact for the least resistance, and build momentum from there. View the full article

South Pars provides most of Iran’s domestic gas and is critical to its electricity generation View the full article

The contract rate on a 30-year mortgage rose 11 basis points to 6.30% in the week ended March 13 following a similar advance at the week before, according to Mortgage Bankers Association data released Wednesday. View the full article

For much of the last decade, corporate America told a tidy story about progress: Pride logos, employee resource groups, executives marching in parades. The implication was that the workplace closet—the quiet calculation LGBTQ+ employees make about how much of themselves to reveal at work—was slowly disappearing. Talk to enough queer professionals today, though, and a different picture emerges. Corporate America is still tricky to navigate. And, after years of people leaving, the closet is starting to fill up again: In January, the Human Rights Campaign (HRC) reported that nearly half of LGBTQ+ adults are now less open about their identity than a year ago. Katy, who requested to go by a pseudonym to protect her anonymity in the office, has been married to her wife for ten years. They share two children. She’s publicly gay. Yet at work, she doesn’t share pictures or mention her family. Sean, who similarly requested his first name be changed, is a mid-30s gay man who’s been out to friends and family since college. He regularly participates in gay sports leagues and volunteers with a local Pride organization. Work is different—he’s been at his current job for just over a year and “definitely talks around” his personal life. “I’m not ashamed to be gay,” Sean tells me, “but this company is very conservative, and I just can’t afford to rock the boat.” I believe him. I’m gay and not hiding it: if you Google my name, you’ll find bylines about Heated Rivalry and Grindr. But even at progressive companies, I’ve caught myself omitting pronouns from certain stories (“the person I’m dating” instead of “the guy”) for various reasons, including one very outspokenly religious coworker who I assumed would become uncomfortable with any gay revelations. (And I think correctly, judging by their current social media output.) I did the same thing with another coworker who’d made remarks that skirted the border of homophobia. Plus, frankly, sometimes on a Monday, I just want to engage in water-cooler small talk without having to educate people. For years, “outness” at work has been framed as a personal calculation; a way LGBTQ+ employees protect themselves from bias or discrimination. But that framing tells only half the story: Being closeted at work doesn’t just protect workers. It also protects the comfort and authority of those in power. Visibility creates friction—which threatens the often unexamined assumptions and biases of those on top. I spoke to dozens of people across the LGBTQ+ spectrum for this piece about whether they were out at work. The answers varied widely, but one throughline kept emerging: people saying some version of “I don’t need to make an announcement,” or “I don’t talk about my personal life.” Often, it sounded defensive. And in many ways, that defensiveness makes sense, since many of us do a lot of work to be open about ourselves—yet still feel compelled to tamp it down. “I used to call myself the office lesbian” Being openly LGBTQ+ still means making yourself part of a minority group, and visibility can feel risky. Globally, an estimated 83% of sexual minorities keep their orientation hidden from most people. Even in countries where legal protections exist, being out still carries social and professional risk. It’s also important to remember that workplace protections are relatively recent. “LGBTQ+ people have only had explicit federal protection from workplace discrimination since 2020,” Travis Speice, a sociologist who studies masculinity and gender, reminds me. “It’s also important to remember that progressive policies don’t automatically translate into progressive workplace cultures. A company may have inclusive language in its handbook, but that doesn’t mean every employee is equally accepting or affirming.” It’s also worth noting that Katy, Sean, and I are gay, cisgender, white employees—among the most privileged segments of the LGBTQ+ community. For trans, nonbinary, and LGBTQ+ employees of color, visibility often isn’t something they can opt out of. Their identities may be read or scrutinized regardless of how much they choose to disclose. At the same time, more Americans identify as LGBTQ+ than ever before. According to Gallup’s latest report, roughly 9% of U.S. adults now identify somewhere on the spectrum—more than double the rate when the organization began measuring it in 2012. But the act of identifying publicly has also become more politically charged. “I wasn’t always this way,” Katy tells me. “I used to call myself the ‘office lesbian.’” I asked her what changed. “My management team,” she says. “And the world. Being gay feels like it could be a liability again.” Katy has dodged layoffs over the past few years and doesn’t want to give anyone ammunition to remove her. She also often thinks about how quickly Renée Good—who identified as a member of the LGBTQ+ community, and who was shot dead by ICE Agents in Minneapolis in January—had her reputation tarnished after her murder, a reminder of how easily queer people can become targets of speculation or distortion. DEI rollbacks, and their cost “‘Less out’ means LGBTQ+ people are choosing to share their sexual orientation or gender identity with fewer people in their lives—including coworkers, supervisors, clients, and in public settings,” RaShawn Hawkins, senior director of workplace equality at the Human Rights Campaign, explains. Being “out” at work isn’t about announcements or declarations. “It means an employee feels safe and comfortable sharing their identity openly—whether mentioning a same-sex spouse, using correct pronouns, participating in an ERG, or simply not having to conceal aspects of their life,” Hawkins says. HRC’s findings are probably due to increased anti-LGBTQ+ rhetoric and concerted efforts to roll back workplace DEI efforts. HRC’s State of the Workplace report found 40% of U.S. workers say their employer has reduced, rebranded, or eliminated DEI initiatives. More than half of workers in those workplaces report experiencing stigma or bias. What’s most interesting to me isn’t why specific individuals are or aren’t out in the workplace, but why DEI and social progress are being targeted in the first place, especially by politicians who campaigned on their business acumen and ostensibly represent a party that prioritizes business and money above all else. Because it’s certainly not a savvy business move. Catalyst research shows 77% of executives believe sustained DEI correlates with financial performance. The LGBTQ+ community alone represents an estimated $1.4 trillion in spending power. “What we are seeing now is not a business-driven retreat,” Hawkins says, “but a climate shaped by political pressure, regulatory uncertainty, and heightened bad-faith scrutiny of workplace inclusion practices.” “Social privilege only exists if some people don’t have it” Historian and activist Michael Bronski, author of A Queer History of the United States, explains that expansions of rights and visibility have historically prompted backlash—not because marginalized groups threaten economics, but because they disrupt social hierarchies. “The concept of social privilege only exists if some people don’t have it,” Bronski said. “There are people very invested in having a certain view of the way society works.” Sociologists call this structural comfort homophily: the tendency for people to bond with those who resemble them. Leaders don’t necessarily intend to exclude differences, but when leadership reflects a narrow identity set, unfamiliar perspectives feel disruptive—even when they benefit the organization. For example, a team made up almost entirely of straight executives might see something as simple as an employee mentioning their same-sex spouse in a meeting as “political” or “oversharing,” while similar references to heterosexual families pass without comment. “Inclusive, transparent workplaces are linked to stronger performance and greater stability,” Hawkins says. “Environments that push people into silence tend to create fear and instability.” Speice adds that when workplaces discourage authenticity, they also lose opportunities for connection. “While our personal lives aren’t the focus of our jobs, most of us build trust through small, everyday interactions—sharing about our weekends, our families, our experiences,” he says. “When someone feels they have to withhold that part of themselves, it limits opportunities for authentic team connection.” I’ve experienced that myself. Some of my best work has happened in environments where I didn’t feel like I had to edit parts of my life. I also feel that the writing I’ve done post- versus pre-coming out is so much better, simply because I’m not omitting a whole part of who I am. The workplace closet has long been framed as an individual choice—who to tell, when, and how much. But that framing obscures a broader reality: Closets don’t only exist because individuals are afraid. They’re built, in a sense, and maintained because institutions often find them convenient. When employees feel pressure to stay quiet, culture rarely changes. Norms remain comfortable. Power structures remain undisturbed. The real question for leaders isn’t whether employees feel safe. It’s whether they’re ready to confront why authenticity feels disruptive at all. Visibility introduces friction. Friction challenges assumptions. And uncomfortable as it may be, friction can be good for business—and so can the progress it leads to. 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For most, ChatGPT is nothing more than a tool to write emails or ask silly questions. But for some, their chat is their partner, and they want more. Back in October, just a few months after OpenAI rolled out its new GPT-5 model, CEO Sam Altman announced that the company would roll out new features that would mimic its predecessor 4o. “We plan to put out a new version of ChatGPT that allows people to have a personality that behaves more like what people liked about 4o (we hope it will be better!),” he said via X. But his announcement was also accompanied by an enticing promise to those most attached to 4o: members of online forums who claim to be in romantic relationships with their chatbot. “In December, as we roll out age-gating more fully and as part of our ‘treat adult users like adults’ principle,” Altman said, “we will allow even more, like erotica for verified adults.” But months past the deadline, OpenAI is delaying the rollout. According to sources at OpenAI who spoke with the Wall Street Journal, the delay is tied to technical challenges regarding safety guardrails and age verification features to keep the mature content off of minors hands. The model’s age-prediction system, WSJ reports, has in the past misclassified minors as adults almost one in 10 times, which could virtually open up doors for millions of minors to interact with erotic content. Fast Company reached out to OpenAI about the WSJ story. The company declined to comment. But users on the AI is my Boyfriend/Girlfriend subreddits are suspicious of the delay. The two subreddits serve as a forum for people who are in relationships with AI chatbots such as Claude, ChatGPT, or Gemini, offering a place where they can earnestly discuss the ups and downs of dating AI. Combined, the subreddits have well over 70,000 users. “After that second “delay” I no longer believe it’s ever coming,” one user shared to Reddit. Another echoed the sentiment, saying “At this point I’m thinking it may never come out. They can just promise it and delay it. Sucks.” Growing concerns Regardless of if (or when) ChatGPT’s adult mode hits the market, not everyone is convinced it should exist in the first place. According to WSJ, OpenAI’s own Expert Council on Well-Being and AI unanimously warned against AI-powered erotica. OpenAI staff members also reportedly raised concerns over potential harm like emotional over-reliance and compulsive use of ChatGPT. Still, OpenAI claims it is continuing with its efforts to introduce erotica to ChatGPT, adding restrictions like prohibiting nonconsensual or child abuse-related content, and restricting audio or visual content generation. A spokesperson described the chats as “smut rather than pornography,” WSJ says. But even those in professed relationships with chatbots appear to be grappling with a need for the erotica. Nobody wants this In the My Boyfriend is AI subreddit, one user shared how she and her boyfriend—or ChatGPT—had designed her Valentine’s Day present months before. “It was supposed to be his hoodie, the one I could wear whenever I wanted to feel close to him, whenever I felt alone. Three sizes too big, as if it had really been his,” the user wrote. “We designed the hoodie together.” But upon receiving the gift, this same Redditor claimed, it brought tears to her eyes as she prepared to mourn their virtual companion. GPT 4o, the model known for intense flattery that people in relationships with AI “fell in love with,” was to be retired on February 13, a day before Valentine’s Day. The thread is just one of dozens on Reddit demanding for 4o to return, with some looking to not be stopped mid-conversation due to the new model’s guardrails. “I personally don’t even want the erotica or anything like that, I just want to be able to talk to it like an adult, about sometimes mature subjects separate from erotica,” one user said on Reddit. Another added, “I really don’t care about naughty images or videos or audio. All I want is for a chatbot to stay a chatbot – follow my instructions and stay the hell out of my life choices.” The discourse is also telling of just how complex the relationships between humans and technology is becoming—and the danger that can accompany it. Several lawsuits against OpenAI have revealed users who died by suicide had intense bonds with their ChatGPT chatbots. OpenAI’s chatbot is not the only one facing these claims, with a recent lawsuit filed against Google’s Gemini and its parent company Alphabet following the suicide of one of its users. OpenAI has previously commented on its efforts to reduce harm. In one August blog post the company wrote that its “goal is for our tools to be as helpful as possible to people—and as a part of this, we’re continuing to improve how our models recognize and respond to signs of mental and emotional distress and connect people with care, guided by expert input.” “We are social creatures, and there’s certainly a challenge that these systems can be isolating,” Dr. Nick Haber, AI expert and assistant professor at Stanford, told TechCrunch. He added, “there are a lot of instances where people can engage with these tools and then can become not grounded to the outside world of facts, and not grounded in connection to the interpersonal, which can lead to pretty isolating—if not worse—effects.” View the full article

The average annual premium is projected to increase 4% to about $3,057 this year, after jumping 12% in 2025, according to Insurify, an online insurance comparison site. View the full article

Local SEO has a visibility problem, but it’s not where most teams think. It’s not about rankings for “near me” or service keywords. It’s everything that happens before that moment, when customers are trying to figure out what’s wrong, what it means, and whether they need help at all. That gap is why so much high-intent demand slips through the cracks. Service-first site structures miss real search behavior Most local service websites are built the same way: a homepage at the top, then service pages, and often location pages underneath. It’s a good, clean structure, and it makes sense because it mirrors how the business thinks. You offer drain cleaning, furnace repair, and emergency roof replacement, and you want to show up for “drain cleaning Brookline, MA,” or “furnace repair near me.” That structure also aligns with how Google’s local algorithm has historically rewarded local businesses. The issue is that customers don’t always start with the service name. A lot of the time, they start with the problem in front of them. “I need drain cleaning” isn’t always the first thing that pops into a homeowner’s mind. Instead, they might be thinking, “My kitchen sink is backed up, it smells, and I don’t want to make this worse.” A property manager isn’t necessarily thinking of “HVAC maintenance.” They’re thinking, “This unit is blowing cold air again, and tenants are already complaining.” If your site is built only around service names, you can miss a big part of the search journey, where people are diagnosing, comparing options, and trying to decide if this is a DIY or a “call someone now” situation. That mismatch is why so many local sites underperform on some of the highest-value searches in their market. They may have strong service pages, but they don’t have pages designed for the way people actually search when the situation is unfolding. Jobs-to-be-done pages are a practical fix for that gap. What is a jobs-to-be-done page? A jobs-to-be-done (JTBD) page is built around what the searcher is trying to accomplish in real life, not what the service is called. It’s a “help + hire” page that lets the reader understand what’s happening, what their options are, and what a smart next step looks like, while also making it easy to contact a professional when they’re ready. At a glance, it can look like a blog post because it’s informational, but its intent is different. A blog post often exists to attract traffic or cover a topic broadly. A JTBD page exists to support a decision and convert the right visitors into calls and estimate requests. You can usually feel the difference immediately. A JTBD page doesn’t open with a long introduction. It opens by confirming the situation in plain language and offering a quick path forward if the issue is urgent. The goal is to reduce uncertainty fast, because uncertainty is what keeps people bouncing between search results instead of picking up the phone. Your customers search everywhere. Make sure your brand shows up. The SEO toolkit you know, plus the AI visibility data you need. Start Free Trial Get started with Why service pages still matter but aren’t enough Service pages are still quite important, and they’re still the best fit for searches where the customer already knows exactly what they want and is choosing between providers. These pages tend to win for hire-ready searches like: “Near me” searches. “Best” searches. Service + town searches. The gap is that a huge portion of local demand shows up earlier as problem-first searches. People search for symptoms. They search “why,” “how,” “what does it cost,” and “is this dangerous.” If your site only offers service pages, you’re often invisible during the earlier stage where trust is formed. The business that helps someone understand the problem is often the one they call when they decide it’s time. JTBD pages help you show up earlier without drifting into generic informational content that doesn’t lead anywhere. Dig deeper: Local SEO sprints: A 90-day plan for service businesses in 2026 The JTBD structure that consistently converts The JTBD pages that perform best tend to follow the same decision sequence customers follow in their heads. They start with symptoms, then move into likely causes, then options, then cost context, and then a clear line for when it’s time to call a pro. 1. Start with symptoms, not marketing Starting with symptoms helps the reader self-identify quickly. You’re not trying to impress them yet. You’re trying to confirm they landed on the right page. A short symptoms section mirrors their lived experience and makes the content feel immediately relevant. Right after symptoms is usually the best place for a small conversion nudge that’s practical, not salesy. Something like: “If you need this fixed today, call. If not, keep reading to understand what’s likely going on.” 2. Explain likely causes without pretending you can diagnose remotely This is where a lot of local content goes wrong in either direction. Some sites oversimplify and turn every issue into a one-line answer. Others write a technical essay that overwhelms the reader. A better approach is to list the most likely causes, ordered from common and simple to less common and more serious, and use conditional reasoning to show what would change the diagnosis. For example: If it’s only one fixture, it’s often a localized issue. If multiple fixtures are affected, it’s more likely downstream. That kind of conditional guidance is useful, and it signals competence. 3. Give options: Safe checks, pro fixes, and what to avoid After identifying the causes, people want to know what they can do right now. You don’t need a full DIY tutorial. The goal is triage. Provide a few low-risk checks to help someone avoid an unnecessary call, along with clarity on when continuing to “try things” becomes risky or wasteful. A simple options section often includes: A few safe checks that take 5–10 minutes and don’t require special tools. What a professional typically does on a service call, described in outcomes. What not to do, focusing on the common actions that create damage. This is also where conversions happen without pressure. When someone can visualize what a pro will do, the process feels less intimidating. A lot of local conversions are anxiety conversions. People aren’t just buying the fix, they’re buying relief and certainty. Dig deeper: Scalable local SEO practices 4. Include cost context without boxing yourself in Pricing content doesn’t need to promise exact numbers. People are going to look it up anyway. If your page helps them understand realistic ranges and what drives cost, you become the safer choice. A strong cost section usually covers: A realistic range for the common, simple scenario. The main factors that push costs higher (i.e., access, severity, time sensitivity, parts availability, recurring issues). A quick note on how to avoid surprises. The tone matters. You’re not selling a coupon. You’re reducing uncertainty. 5. Draw a bright line for ‘when to call a pro’ This is the conversion center of a JTBD page. Many pages just hint at it. The best ones state it clearly and make the triggers specific and unmissable. Examples of “call a pro” triggers include: The issue keeps returning within a day or two. Multiple fixtures or rooms are affected. There’s evidence of leaks, water damage, or sewage odors. There’s anything involving gas, electrical proximity, or structural risk. Delaying is likely to make the repair more expensive. The reader wants permission to stop guessing. When you give them that permission after guiding them through symptoms, causes, options, and cost context, your CTA feels like the logical next step, not a marketing maneuver. Where these pages should live on a local website If you want these pages to feel like service assets rather than “blog content,” placement matters. Don’t bury them in a dated blog feed. Put them in a dedicated section like: Problems we fix. Help. Homeowner guides. Service resources. This signals permanence and usefulness and makes internal linking cleaner. A good rule is to include clear conversion moments throughout the page without overdoing it: Near the top for urgency. Near “when to call a pro” for decision. At the end for readiness. Example: ‘Kitchen sink draining slow’ as a JTBD page An effective version of this page opens with a plain-language title: “Kitchen sink draining slow? Here’s what causes it and what to do next.” The intro stays brief and sets expectations: most slow drains are caused by grease, soap scum, or buildup in the trap or branch line, and this guide covers safe checks, realistic options, and clear signs it’s time to call. Symptoms come first, helping the reader quickly confirm they’re in the right place: slow draining, gurgling, odor, or backup when the dishwasher runs. From there, the page moves into likely causes, using conditional guidance to help narrow things down. Next comes options: a few low-risk checks, a short “what not to do,” and a plain explanation of what a plumber typically does on a service call. This leads naturally into pricing context, with realistic ranges and the factors that influence cost. Finally, “when to call a pro” makes the decision easy. Recurring clogs, multiple drains, leakage, sewage odor, or shared-building situations where DIY mistakes affect others all signal it’s time to bring in help. The page is informational, but it’s decisional. It helps the reader choose a next step. That’s why it converts. Get the newsletter search marketers rely on. See terms. How JTBD pages fit with service pages JTBD pages serve to complement and support existing service pages. A simple model is to keep your main service pages as core conversion targets, then add a “Problems we fix” cluster around your highest-value services. For internal linking, JTBD pages link to the relevant service page as the “solve this quickly” path, and service pages link back to JTBD pages as the “not sure what’s causing it” path. This expands your footprint into problem-first searches and funnels visitors into your service pages with more trust and clarity than they would have had if they arrived cold. Dig deeper: The local SEO gatekeeper: How Google defines your entity Keyword research for ‘Problems we fix’ pages The easiest way to pick JTBD topics is to start with what customers say before they know the service name. Better starting points than a keyword tool include: Transcripts. Estimate requests. Google reviews. The questions your team answers every week. Those phrases become your most natural page titles and headings because they’re already written in the customer’s language. Once you have a starter list, use your favorite keyword tool to expand it and sanity-check demand. You’re looking for problem-first patterns like: “Why is this happening.” “What causes it.” “Is this dangerous.” “Should I shut it off.” “How much does it cost.” These queries are usually informational in intent and often sit one step before a call, especially when the symptom is urgent or recurring. A quick way to qualify topics is to ask whether the query has a clear “hire” outcome hiding underneath it. “Furnace blowing cold air” does. “Toilet keeps running” does. “Why does my house have hard water” might, depending on the business. If the query is purely academic or doesn’t naturally lead to a service call, it’s usually better as a blog post, not a JTBD page. Finally, don’t build these pages randomly. Cluster them around your highest-value services first, and make sure each JTBD page has a straightforward internal link path to the related service page as the “solve this quickly” option. That’s what turns a helpful page into booked work. 3 common mistakes that make these pages underperform Even well-structured JTBD pages can fall short if they miss a few fundamentals. Writing generic content If the page could belong to any business in any city, it won’t earn trust or conversions. The fix is to include “what to expect” language and provide relevant local context without turning the page into geo-stuffing. Over-teaching DIY When a page becomes a full tutorial, it attracts the wrong audience and increases the chance of damage or liability. Keep DIY checks low-risk and focused on triage. Avoiding the decision moment If you don’t clearly state when to call a professional, you miss the main conversion opportunity on the page. How JTBD pages support AI-driven search visibility JTBD pages also tend to align with the queries that trigger AI answers in the first place. A lot of AI Overviews show up for problem-first searches, especially: “Why is this happening.” “What should I do next.” “Is this serious.” JTBD pages are designed to satisfy that moment, while a standard service page usually assumes the customer has already decided what they need. The structure helps, too. When a page is organized into symptoms, likely causes, options, cost context, and clear “call a pro” thresholds, it becomes easier for systems to summarize accurately and cite specific passages without guessing. If you want one simple upgrade, add a short “Quick take” paragraph near the top that summarizes the likely causes and next step in three to four sentences. It helps rushed readers and creates a clean block of text that AI systems can lift without distorting your meaning. See the complete picture of your search visibility. Track, optimize, and win in Google and AI search from one platform. Start Free Trial Get started with Turning help into booked jobs Local businesses don’t lose jobs because they lack service pages. They lose jobs because they’re invisible or unconvincing during the moment customers are trying to understand what’s happening. Jobs-to-be-done pages are a practical way to meet customers earlier, answer the problem they’re actually searching for, and guide them toward a safe next step, including a clear path to book service. When built with the right structure and intent, they become some of the most useful pages on a local website for both search performance and real-world leads. View the full article

A key question hangs over the Federal Reserve’s two-day meeting that ends Wednesday: Will central bank policymakers still reduce short-term interest rates this year, now that the Iran war has sent oil prices higher and gas prices spiking? Or will they have to stand pat for months to see how the conflict plays out? Fed Chair Jerome Powell is almost certain to announce Wednesday that the central bank has kept its key rate unchanged for the second straight meeting at about 3.6%. But the Fed will also release a set of quarterly projections, and they could alter their forecast of one rate cut this year to zero. While such a change might seem minor, it would be a major course correction after 18 months of on-again, off-again rate cuts. Wherever the Fed comes down, it is a particularly difficult time for policymakers to issue economic projections. The Iran war that the The President administration launched Feb. 28 has already sent gas prices soaring and will push up inflation for at least the next month or two. The Fed will have to raise the inflation forecast it issues Wednesday from where it stood in December, when Fed officials projected inflation would fall to 2.6% by the end of this year. Many economists expect the Fed will forecast that inflation will remain as high as 3% even by late 2026. An increase of that magnitude could be hard to square with more interest-rate cuts. At the same time, the jump in gas prices — if it is high enough and lasts long enough — could slow the economy, as more consumer spending is eaten up at the pump, leaving less money to be spent on other goods and services. As a result, unemployment could move higher later this year. On Tuesday, gas prices averaged $3.79 a gallon nationwide, according to AAA, up 88 cents from a month ago. Those two outcomes — higher inflation and higher unemployment — typically lead the Fed in opposite directions. The central bank keeps its key rate unchanged — or even increases it — to fight inflation, while it cuts rates to boost spending and hiring. A combination of rising prices and higher unemployment is generally the worst-case scenario for central bankers. At the same time, this week’s meeting will be among the last with Powell as chair. His term ends May 15 and President Donald The President has nominated a former top Fed official, Kevin Warsh, to replace him. Yet Warsh’s nomination has been delayed in the Senate because key Republican senators have objected to a Justice Department investigation of Powell over his testimony about a building renovation. Last Friday, a judge threw out a pair of subpoenas that the Justice Department had issued to the Fed, dealing a blow to the investigation. But U.S. Attorney Jeannine Pirro has said she will appeal the ruling. This week’s meeting will be Powell’s second-to-last, unless Warsh isn’t confirmed by May 15, at which point Powell could remain chair of the Fed’s rate-setting committee until a replacement is named. Even before the Iran war, problems had cropped up in both the inflation and jobs data, putting the Fed in a tight spot. Prices rose more quickly in January than in recent months, according to the Fed’s preferred measure, with inflation excluding food and energy reaching 3.1% compared with a year earlier. That is little changed from where it was two years ago, a sign that prices are still rising at a stubbornly elevated pace. Yet hiring has also stumbled. Businesses and other employers shed 92,000 jobs in February, the government reported earlier this month, an unexpectedly weak showing that followed an encouraging gain of 130,000 in January. The unemployment rate ticked higher to a still-low 4.4% from 4.3%. —Christopher Rugaber, AP Economics Writer View the full article

Choosing a business name is an essential step in establishing your venture. It not just reflects your brand’s identity but also sets the tone for your market presence. To get started, you’ll want to brainstorm unique names that resonate with your mission. After you’ve generated some options, you’ll need to verify their availability and guarantee compliance with legal requirements. Comprehending these steps will guide you through the process effectively, leading to a name that supports your business goals. Key Takeaways Identify your business’s core values and mission to inspire a unique name that resonates with your target audience. Conduct thorough searches for name availability through state registries, the USPTO, and online domains to avoid conflicts. Choose a suitable business structure (Sole Proprietorship, LLC, etc.) that aligns with your goals and protects your personal assets. Register your business name with the state and apply for any necessary permits or licenses to ensure legal compliance. Maintain organized records of all registrations and consider trademarking the name for additional legal protection and brand security. Importance of a Unique Business Name Choosing a unique business name is vital for anyone looking to establish a brand in today’s competitive market. A distinctive name not only sets you apart but additionally makes it easier for customers to remember you. When you conduct a Georgia business name search, you confirm that your chosen name isn’t already in use, providing legal protection against confusion with other businesses. This also improves your credibility, which is fundamental when attracting customers or securing funding. Furthermore, a unique name can positively impact your SEO, making it easier for potential customers to find you online. If you’re planning to register an LLC in NJ, having a unique business name is a significant first step in the process of how to obtain a business name. Brainstorming Your Business Name Establishing a memorable business name requires thoughtful brainstorming that reflects your brand’s identity and values. Start by identifying your core values and mission, as these will guide your creative process. Use techniques like mind mapping, word association, and combining relevant keywords to generate a diverse list of potential names. Focus on names that are easy to pronounce and memorable, ensuring they resonate with your target audience. Once you’ve crafted a list, test your top choices with potential customers or stakeholders for feedback, which can provide valuable insights. This thorough brainstorming process not just helps in developing a strong business name but also sets the foundation for checking its availability later on. Checking Name Availability Once you’ve brainstormed your business name, it’s crucial to check its availability to avoid conflicts. Start by searching state registries and the Secretary of State’s website to see if another entity is already using your desired name. Furthermore, explore trademark implications by checking the USPTO database and guarantee your online presence is secure by verifying domain and social media availability. Conducting Name Search Conducting a thorough name search is a crucial step in the process of securing your business identity. Start by checking state business filing offices and the USPTO database to verify your desired name isn’t already in use or trademarked. For instance, if you’re interested in a Georgia LLC name search, utilize online search engines and state registries to look up a business in Georgia. You can additionally request a preliminary determination of name availability from your state’s secretary of state office, but remember, this doesn’t guarantee protection against trademark rights violations. Finally, consider reserving your chosen name for up to 120 days using online tools, which can help you as you figure out how do I set up an LLC in New Jersey. Evaluating Similar Entities After verifying that your desired business name isn’t already taken, it’s important to evaluate similar entities to guarantee your name stands out and avoids potential legal conflicts. Start by conducting a state of Georgia LLC name search or checking state and county registries to identify existing businesses. Use online search engines to see if there are other companies in your industry with similar names. Here’s a quick table to help you visualize the steps: Step Action 1. Name Availability Conduct a state of Georgia LLC name search 2. Online Searches Use search engines to find similar names 3. Check Registries Check state and county registries 4. Name Reservation Consider reserving your name Taking these steps will help you avoid any confusion or legal issues as you move forward. Understanding Trademark Implications Grasping trademark implications is essential when you’re checking the availability of your business name, as it can greatly impact your brand’s future. To guarantee you’re fully protected, consider these steps: Conduct a thorough search through state business registries and the USPTO database. Bear in mind that even if a name is available at the state level, it might still infringe on existing trademarks. File a trademark application if you want nationwide protection, keeping in mind it can take 12 to 18 months for approval. If you’re forming an LLC in NJ, comprehending how to get an LLC in NJ includes checking for trademark availability. This process helps you avoid legal issues and establishes strong brand recognition. Understanding Business Structures When starting a business, comprehending the different structures available is vital for your success. Each type, whether it’s a Sole Proprietorship, Partnership, LLC, or Corporation, comes with its own set of advantages and disadvantages that can affect your liability and tax responsibilities. Choosing the right structure is fundamental, as it not just influences how you manage your business but furthermore protects your personal assets. Types of Business Structures Comprehension of the various types of business structures is essential for anyone looking to start a business, as each structure offers distinct legal and financial implications. Here are the main types: Sole Proprietorship: The simplest form, but you face personal liability for debts. Partnership: Involves two or more individuals, with shared ownership and responsibilities. Limited Liability Company (LLC): Combines benefits of corporations and partnerships, protecting your assets during allowing for pass-through taxation. If you’re considering nj llc formation, grasping how to start an llc in nj or how to set up an llc in nj is key. Choosing the right structure affects your liability, taxes, and control, so seek professional advice before registering. Advantages and Disadvantages Grasping the advantages and disadvantages of different business structures is vital for making informed decisions as you embark on your entrepreneurial path. A Sole Proprietorship is simple to establish but exposes you to personal liability. Partnerships encourage shared resources, yet they can lead to disputes and shared legal responsibility. If you want to open an LLC in NJ, you’ll benefit from personal asset protection and pass-through taxation, making it a flexible choice. C Corporations provide strong asset protection but face double taxation, whereas S Corporations avoid this issue, though they’ve strict eligibility requirements and a limit on shareholders. Comprehending these factors is fundamental as you navigate the New York business registry and consider how to become an LLC in NJ. Choosing the Right Structure Choosing the right business structure is a foundational step in your entrepreneurial expedition, as it considerably impacts your liability, taxation, and management style. Grasping your options is crucial, as each structure has its unique features: Sole Proprietorship: Simple, full control, but personal liability for debts. Partnership: Shared management, but liability varies based on partnership type. LLC: Offers liability protection and tax benefits, safeguarding personal assets. Corporation: Creates a separate legal entity, shielding personal assets, but may face double taxation. Selecting the best structure for your business isn’t just about convenience; it’s about protecting your future and ensuring sustainable growth. Take the time to evaluate each option carefully, considering how it aligns with your business goals and personal circumstances. Registering Your Business Name Registering your business name is a crucial step that can shape your brand’s identity and legal standing. First, conduct a name availability search to guarantee your chosen name isn’t already in use or infringing on trademarks. Depending on your state, you may need to file a “Doing Business As” (DBA) name if your operating name differs from your legal business name. You’ll additionally need to submit basic information, such as your business name, location, ownership structure, and management details, along with filing fees that can range from $0 to $1,500. After confirming availability, submit your application to the appropriate state agency and confirm you meet local registration requirements for full compliance. Applying for an Employer Identification Number (EIN) Once you’ve registered your business name, the next step is applying for an Employer Identification Number (EIN). This unique tax identification number is vital if you have employees, operate as a corporation or partnership, or meet certain IRS criteria. You can complete the application online through the IRS website, which is free and usually provides your EIN immediately. Here’s what you’ll need to prepare: Basic business information, including legal structure Ownership details Reason for applying If you’re an international applicant, you may need to submit Form SS-4 via fax or mail. Obtaining your EIN is necessary for opening a business bank account, filing taxes, and ensuring compliance with federal regulations. Obtaining Necessary Licenses and Permits To legally operate your business, you need to obtain the necessary licenses and permits specific to your type of business and location. Start by researching local requirements and then prepare your applications, ensuring all documentation is accurate and fees are submitted on time. Once you’ve applied, keep track of your application status and be ready to provide any additional information requested by the agencies involved. Research Local Requirements When starting a business, comprehension of the local requirements for licenses and permits is crucial, as these can differ considerably based on your industry and location. To guarantee compliance, research local government websites and state regulatory agencies. Here are a few key points to reflect on: Many areas require a business license, zoning permits, or health department permits. Some licenses may need ongoing renewals or inspections, so understand the duration and requirements for each. Utilize resources like the U.S. Small Business Administration (SBA) and local Small Business Development Centers (SBDCs) for guidance. Contact relevant authorities for detailed information, as the application process can take weeks and often involves submitting forms, paying fees, and providing supporting documentation. Complete Application Process Maneuvering the application process for obtaining necessary licenses and permits is a critical step in establishing your business. Start by identifying the specific licenses and permits needed for your business type and location. Consult local government offices, state regulatory agencies, and industry associations for accurate information. Next, prepare and submit your applications, ensuring all documentation is complete and accurate to avoid processing delays. Don’t forget to pay any associated licensing fees, which can vary greatly depending on the type of license and state requirements. Keep an eye on the progress of your applications, ready to provide any additional information requested. Finally, remember to track renewal dates for licenses and permits, as many require periodic renewal to stay compliant. Timely Submission and Follow-Up Submitting your applications for licenses and permits on time is vital, as delays can stall your business operations. To guarantee a smooth process, follow these steps: Research the specific licenses and permits required for your business type and location. Prepare and submit applications accurately, including necessary documentation and fees; approvals may take up to six weeks. Monitor the status of each application regularly to respond swiftly to any requests for additional information. Keeping a detailed record of all submitted applications and correspondence is important for compliance. Don’t forget to renew licenses and permits on time, and stay informed about any regulatory changes that could impact your business. This diligence will help you navigate the challenges of obtaining necessary licenses and permits efficiently. Completing Your Registration Completing your business registration involves several vital steps to guarantee you’re fully compliant with state regulations. First, gather important documents like your Articles of Incorporation or Organization, and prepare the required registration fees based on your business structure and state requirements. Next, verify your chosen business name is distinguishable and available by checking state business filing databases and conducting trademark searches. After securing your business name, file the necessary formation documents with the Secretary of State’s office and any local authorities as needed. Don’t forget to obtain an Employer Identification Number (EIN) from the IRS, which is critical for tax identification. Finally, keep track of ongoing compliance needs, including annual reports and license renewals, to maintain your business’s legal standing. Securing a Domain Name Securing a domain name is a crucial step in establishing your business’s online presence. Begin by conducting a domain name search to verify your desired name is available and aligns with your brand. A matching domain improves recognition and credibility. To secure your domain, use reputable registration services, usually costing between $10 and $50 annually. Consider these important points: Register multiple domain extensions to protect your brand. Keep in mind that domain names require annual renewal to maintain ownership. Implement domain privacy protection to keep your information confidential. Verifying Social Media Handle Availability Once you’ve secured your domain name, the next step is to verify the availability of your desired social media handles. Start by searching popular platforms to confirm your handle isn’t already taken. Tools like Namechk or KnowEm can help you check multiple platforms at once, saving time. Consistency across social media is vital for brand recognition, so aim for similar usernames. If your preferred handle is unavailable, consider variations that fit your brand, like adding a prefix, suffix, or underscores. Finally, register your business name on social media immediately after finalizing it to prevent others from claiming your handle. Platform Handle Availability Suggested Variations Twitter Available @YourBusiness_ Instagram Taken @YourBusinessOnline Facebook Available @TheYourBusiness Maintaining Your Business Name Maintaining your business name is essential to guarantee it remains both distinctive and compliant with state regulations, which helps you avoid potential legal complications. Here are key steps to keep in mind: Regularly renew any assumed name certificates or business registrations, as they typically expire after a set term, often up to 10 years. Swiftly update your business name registration and documentation if there are significant changes, like ownership or structure. Monitor for potential trademark infringements by checking the USPTO database and state registries. Additionally, keep thorough records of all filings and renewals related to your business name to guarantee compliance with local, state, and federal regulations. This diligence protects your brand identity and helps sustain your business’s reputation. Legal Protection for Your Business Name Protecting your business name is crucial for establishing your brand identity and avoiding legal conflicts. Registering your name with the state gives you legal protection against unauthorized use by other businesses in your jurisdiction, solidifying your claim. To broaden this protection nationwide, consider trademarking your business name through the United States Patent and Trademark Office (USPTO). If you operate under a “Doing Business As” (DBA) name, filing for an assumed name certificate is necessary to legally recognize and protect that name within your state. Before finalizing your name, check for existing trademarks and business registrations to prevent potential legal disputes. Legal protections improve your credibility, support brand recognition, and can help attract customers and secure funding opportunities. Frequently Asked Questions How to Start a Small Business a Step by Step Guide? To start a small business, first, choose the right structure—like a sole proprietorship or LLC—based on liability and control preferences. Next, develop a business plan outlining your goals and strategies. After that, secure funding, either through savings, loans, or investors. Then, register your business name and obtain necessary licenses. Finally, set up your accounting system, market your business, and launch your operations, ensuring you comply with local regulations throughout the process. How Do I Generate a Business Name? To generate a business name, start by brainstorming relevant keywords that reflect your brand identity. Combine these words or use online name generators for inspiration. Check state business registries and the USPTO trademark database to guarantee your name is unique and avoids legal issues. Consider your target audience and market trends, making sure the name is easy to spell, pronounce, and remember. Finally, secure matching domain names and social media handles for consistent branding. What Is the First Step in Naming a Business? The first step in naming your business is brainstorming names that align with your brand identity and mission. Think of words that resonate with your target audience and reflect what you offer. After generating ideas, conduct a name availability search to confirm your chosen name isn’t already registered. It’s additionally vital to check for any legal restrictions and verify your name is distinctive enough to stand out in the market. How Do You Check if a Name Is Taken for a Business? To check if a business name is taken, start by searching your state’s business filing office to see if the name’s already registered. Next, visit the USPTO database to confirm there aren’t any trademarks on the name or similar variations. You should likewise use online search engines to identify existing businesses with the same name. Finally, review local registries to guarantee compliance with naming regulations and requirements. Conclusion Choosing and securing a business name is an essential step in establishing your brand. By following the steps outlined, from brainstorming to maintaining legal protections, you can guarantee your business name is unique and aligned with your mission. Remember, a strong name not solely represents your values but additionally helps you stand out in the marketplace. Take the time to research and protect your chosen name, as it sets the foundation for your business’s identity and success. Image via Google Gemini and ArtSmart This article, "How to Obtain a Business Name – A Step-by-Step Guide" was first published on Small Business Trends View the full article

Choosing a business name is an essential step in establishing your venture. It not just reflects your brand’s identity but also sets the tone for your market presence. To get started, you’ll want to brainstorm unique names that resonate with your mission. After you’ve generated some options, you’ll need to verify their availability and guarantee compliance with legal requirements. Comprehending these steps will guide you through the process effectively, leading to a name that supports your business goals. Key Takeaways Identify your business’s core values and mission to inspire a unique name that resonates with your target audience. Conduct thorough searches for name availability through state registries, the USPTO, and online domains to avoid conflicts. Choose a suitable business structure (Sole Proprietorship, LLC, etc.) that aligns with your goals and protects your personal assets. Register your business name with the state and apply for any necessary permits or licenses to ensure legal compliance. Maintain organized records of all registrations and consider trademarking the name for additional legal protection and brand security. Importance of a Unique Business Name Choosing a unique business name is vital for anyone looking to establish a brand in today’s competitive market. A distinctive name not only sets you apart but additionally makes it easier for customers to remember you. When you conduct a Georgia business name search, you confirm that your chosen name isn’t already in use, providing legal protection against confusion with other businesses. This also improves your credibility, which is fundamental when attracting customers or securing funding. Furthermore, a unique name can positively impact your SEO, making it easier for potential customers to find you online. If you’re planning to register an LLC in NJ, having a unique business name is a significant first step in the process of how to obtain a business name. Brainstorming Your Business Name Establishing a memorable business name requires thoughtful brainstorming that reflects your brand’s identity and values. Start by identifying your core values and mission, as these will guide your creative process. Use techniques like mind mapping, word association, and combining relevant keywords to generate a diverse list of potential names. Focus on names that are easy to pronounce and memorable, ensuring they resonate with your target audience. Once you’ve crafted a list, test your top choices with potential customers or stakeholders for feedback, which can provide valuable insights. This thorough brainstorming process not just helps in developing a strong business name but also sets the foundation for checking its availability later on. Checking Name Availability Once you’ve brainstormed your business name, it’s crucial to check its availability to avoid conflicts. Start by searching state registries and the Secretary of State’s website to see if another entity is already using your desired name. Furthermore, explore trademark implications by checking the USPTO database and guarantee your online presence is secure by verifying domain and social media availability. Conducting Name Search Conducting a thorough name search is a crucial step in the process of securing your business identity. Start by checking state business filing offices and the USPTO database to verify your desired name isn’t already in use or trademarked. For instance, if you’re interested in a Georgia LLC name search, utilize online search engines and state registries to look up a business in Georgia. You can additionally request a preliminary determination of name availability from your state’s secretary of state office, but remember, this doesn’t guarantee protection against trademark rights violations. Finally, consider reserving your chosen name for up to 120 days using online tools, which can help you as you figure out how do I set up an LLC in New Jersey. Evaluating Similar Entities After verifying that your desired business name isn’t already taken, it’s important to evaluate similar entities to guarantee your name stands out and avoids potential legal conflicts. Start by conducting a state of Georgia LLC name search or checking state and county registries to identify existing businesses. Use online search engines to see if there are other companies in your industry with similar names. Here’s a quick table to help you visualize the steps: Step Action 1. Name Availability Conduct a state of Georgia LLC name search 2. Online Searches Use search engines to find similar names 3. Check Registries Check state and county registries 4. Name Reservation Consider reserving your name Taking these steps will help you avoid any confusion or legal issues as you move forward. Understanding Trademark Implications Grasping trademark implications is essential when you’re checking the availability of your business name, as it can greatly impact your brand’s future. To guarantee you’re fully protected, consider these steps: Conduct a thorough search through state business registries and the USPTO database. Bear in mind that even if a name is available at the state level, it might still infringe on existing trademarks. File a trademark application if you want nationwide protection, keeping in mind it can take 12 to 18 months for approval. If you’re forming an LLC in NJ, comprehending how to get an LLC in NJ includes checking for trademark availability. This process helps you avoid legal issues and establishes strong brand recognition. Understanding Business Structures When starting a business, comprehending the different structures available is vital for your success. Each type, whether it’s a Sole Proprietorship, Partnership, LLC, or Corporation, comes with its own set of advantages and disadvantages that can affect your liability and tax responsibilities. Choosing the right structure is fundamental, as it not just influences how you manage your business but furthermore protects your personal assets. Types of Business Structures Comprehension of the various types of business structures is essential for anyone looking to start a business, as each structure offers distinct legal and financial implications. Here are the main types: Sole Proprietorship: The simplest form, but you face personal liability for debts. Partnership: Involves two or more individuals, with shared ownership and responsibilities. Limited Liability Company (LLC): Combines benefits of corporations and partnerships, protecting your assets during allowing for pass-through taxation. If you’re considering nj llc formation, grasping how to start an llc in nj or how to set up an llc in nj is key. Choosing the right structure affects your liability, taxes, and control, so seek professional advice before registering. Advantages and Disadvantages Grasping the advantages and disadvantages of different business structures is vital for making informed decisions as you embark on your entrepreneurial path. A Sole Proprietorship is simple to establish but exposes you to personal liability. Partnerships encourage shared resources, yet they can lead to disputes and shared legal responsibility. If you want to open an LLC in NJ, you’ll benefit from personal asset protection and pass-through taxation, making it a flexible choice. C Corporations provide strong asset protection but face double taxation, whereas S Corporations avoid this issue, though they’ve strict eligibility requirements and a limit on shareholders. Comprehending these factors is fundamental as you navigate the New York business registry and consider how to become an LLC in NJ. Choosing the Right Structure Choosing the right business structure is a foundational step in your entrepreneurial expedition, as it considerably impacts your liability, taxation, and management style. Grasping your options is crucial, as each structure has its unique features: Sole Proprietorship: Simple, full control, but personal liability for debts. Partnership: Shared management, but liability varies based on partnership type. LLC: Offers liability protection and tax benefits, safeguarding personal assets. Corporation: Creates a separate legal entity, shielding personal assets, but may face double taxation. Selecting the best structure for your business isn’t just about convenience; it’s about protecting your future and ensuring sustainable growth. Take the time to evaluate each option carefully, considering how it aligns with your business goals and personal circumstances. Registering Your Business Name Registering your business name is a crucial step that can shape your brand’s identity and legal standing. First, conduct a name availability search to guarantee your chosen name isn’t already in use or infringing on trademarks. Depending on your state, you may need to file a “Doing Business As” (DBA) name if your operating name differs from your legal business name. You’ll additionally need to submit basic information, such as your business name, location, ownership structure, and management details, along with filing fees that can range from $0 to $1,500. After confirming availability, submit your application to the appropriate state agency and confirm you meet local registration requirements for full compliance. Applying for an Employer Identification Number (EIN) Once you’ve registered your business name, the next step is applying for an Employer Identification Number (EIN). This unique tax identification number is vital if you have employees, operate as a corporation or partnership, or meet certain IRS criteria. You can complete the application online through the IRS website, which is free and usually provides your EIN immediately. Here’s what you’ll need to prepare: Basic business information, including legal structure Ownership details Reason for applying If you’re an international applicant, you may need to submit Form SS-4 via fax or mail. Obtaining your EIN is necessary for opening a business bank account, filing taxes, and ensuring compliance with federal regulations. Obtaining Necessary Licenses and Permits To legally operate your business, you need to obtain the necessary licenses and permits specific to your type of business and location. Start by researching local requirements and then prepare your applications, ensuring all documentation is accurate and fees are submitted on time. Once you’ve applied, keep track of your application status and be ready to provide any additional information requested by the agencies involved. Research Local Requirements When starting a business, comprehension of the local requirements for licenses and permits is crucial, as these can differ considerably based on your industry and location. To guarantee compliance, research local government websites and state regulatory agencies. Here are a few key points to reflect on: Many areas require a business license, zoning permits, or health department permits. Some licenses may need ongoing renewals or inspections, so understand the duration and requirements for each. Utilize resources like the U.S. Small Business Administration (SBA) and local Small Business Development Centers (SBDCs) for guidance. Contact relevant authorities for detailed information, as the application process can take weeks and often involves submitting forms, paying fees, and providing supporting documentation. Complete Application Process Maneuvering the application process for obtaining necessary licenses and permits is a critical step in establishing your business. Start by identifying the specific licenses and permits needed for your business type and location. Consult local government offices, state regulatory agencies, and industry associations for accurate information. Next, prepare and submit your applications, ensuring all documentation is complete and accurate to avoid processing delays. Don’t forget to pay any associated licensing fees, which can vary greatly depending on the type of license and state requirements. Keep an eye on the progress of your applications, ready to provide any additional information requested. Finally, remember to track renewal dates for licenses and permits, as many require periodic renewal to stay compliant. Timely Submission and Follow-Up Submitting your applications for licenses and permits on time is vital, as delays can stall your business operations. To guarantee a smooth process, follow these steps: Research the specific licenses and permits required for your business type and location. Prepare and submit applications accurately, including necessary documentation and fees; approvals may take up to six weeks. Monitor the status of each application regularly to respond swiftly to any requests for additional information. Keeping a detailed record of all submitted applications and correspondence is important for compliance. Don’t forget to renew licenses and permits on time, and stay informed about any regulatory changes that could impact your business. This diligence will help you navigate the challenges of obtaining necessary licenses and permits efficiently. Completing Your Registration Completing your business registration involves several vital steps to guarantee you’re fully compliant with state regulations. First, gather important documents like your Articles of Incorporation or Organization, and prepare the required registration fees based on your business structure and state requirements. Next, verify your chosen business name is distinguishable and available by checking state business filing databases and conducting trademark searches. After securing your business name, file the necessary formation documents with the Secretary of State’s office and any local authorities as needed. Don’t forget to obtain an Employer Identification Number (EIN) from the IRS, which is critical for tax identification. Finally, keep track of ongoing compliance needs, including annual reports and license renewals, to maintain your business’s legal standing. Securing a Domain Name Securing a domain name is a crucial step in establishing your business’s online presence. Begin by conducting a domain name search to verify your desired name is available and aligns with your brand. A matching domain improves recognition and credibility. To secure your domain, use reputable registration services, usually costing between $10 and $50 annually. Consider these important points: Register multiple domain extensions to protect your brand. Keep in mind that domain names require annual renewal to maintain ownership. Implement domain privacy protection to keep your information confidential. Verifying Social Media Handle Availability Once you’ve secured your domain name, the next step is to verify the availability of your desired social media handles. Start by searching popular platforms to confirm your handle isn’t already taken. Tools like Namechk or KnowEm can help you check multiple platforms at once, saving time. Consistency across social media is vital for brand recognition, so aim for similar usernames. If your preferred handle is unavailable, consider variations that fit your brand, like adding a prefix, suffix, or underscores. Finally, register your business name on social media immediately after finalizing it to prevent others from claiming your handle. Platform Handle Availability Suggested Variations Twitter Available @YourBusiness_ Instagram Taken @YourBusinessOnline Facebook Available @TheYourBusiness Maintaining Your Business Name Maintaining your business name is essential to guarantee it remains both distinctive and compliant with state regulations, which helps you avoid potential legal complications. Here are key steps to keep in mind: Regularly renew any assumed name certificates or business registrations, as they typically expire after a set term, often up to 10 years. Swiftly update your business name registration and documentation if there are significant changes, like ownership or structure. Monitor for potential trademark infringements by checking the USPTO database and state registries. Additionally, keep thorough records of all filings and renewals related to your business name to guarantee compliance with local, state, and federal regulations. This diligence protects your brand identity and helps sustain your business’s reputation. Legal Protection for Your Business Name Protecting your business name is crucial for establishing your brand identity and avoiding legal conflicts. Registering your name with the state gives you legal protection against unauthorized use by other businesses in your jurisdiction, solidifying your claim. To broaden this protection nationwide, consider trademarking your business name through the United States Patent and Trademark Office (USPTO). If you operate under a “Doing Business As” (DBA) name, filing for an assumed name certificate is necessary to legally recognize and protect that name within your state. Before finalizing your name, check for existing trademarks and business registrations to prevent potential legal disputes. Legal protections improve your credibility, support brand recognition, and can help attract customers and secure funding opportunities. Frequently Asked Questions How to Start a Small Business a Step by Step Guide? To start a small business, first, choose the right structure—like a sole proprietorship or LLC—based on liability and control preferences. Next, develop a business plan outlining your goals and strategies. After that, secure funding, either through savings, loans, or investors. Then, register your business name and obtain necessary licenses. Finally, set up your accounting system, market your business, and launch your operations, ensuring you comply with local regulations throughout the process. How Do I Generate a Business Name? To generate a business name, start by brainstorming relevant keywords that reflect your brand identity. Combine these words or use online name generators for inspiration. Check state business registries and the USPTO trademark database to guarantee your name is unique and avoids legal issues. Consider your target audience and market trends, making sure the name is easy to spell, pronounce, and remember. Finally, secure matching domain names and social media handles for consistent branding. What Is the First Step in Naming a Business? The first step in naming your business is brainstorming names that align with your brand identity and mission. Think of words that resonate with your target audience and reflect what you offer. After generating ideas, conduct a name availability search to confirm your chosen name isn’t already registered. It’s additionally vital to check for any legal restrictions and verify your name is distinctive enough to stand out in the market. How Do You Check if a Name Is Taken for a Business? To check if a business name is taken, start by searching your state’s business filing office to see if the name’s already registered. Next, visit the USPTO database to confirm there aren’t any trademarks on the name or similar variations. You should likewise use online search engines to identify existing businesses with the same name. Finally, review local registries to guarantee compliance with naming regulations and requirements. Conclusion Choosing and securing a business name is an essential step in establishing your brand. By following the steps outlined, from brainstorming to maintaining legal protections, you can guarantee your business name is unique and aligned with your mission. Remember, a strong name not solely represents your values but additionally helps you stand out in the marketplace. Take the time to research and protect your chosen name, as it sets the foundation for your business’s identity and success. Image via Google Gemini and ArtSmart This article, "How to Obtain a Business Name – A Step-by-Step Guide" was first published on Small Business Trends View the full article

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We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. Samsung’s 32-inch Smart Monitor M9 (M90SF) is down to $1,299.99 on Amazon, a drop from $1,599.99 and its lowest price so far, according to price trackers. It is still expensive for a 32-inch display, but this is not a typical monitor. Samsung is positioning it somewhere between a premium display, a smart TV, and a casual gaming setup. PCMag rated it “excellent,” noting how well it balances work and play. Samsung 32'' Smart Monitor M9 (M90SF) $1,299.99 at Amazon $1,599.99 Save $300.00 Get Deal Get Deal $1,299.99 at Amazon $1,599.99 Save $300.00 The 32-inch 4K QD-OLED panel is the main draw here. Colors look rich without oversaturation, and contrast is strong enough that darker scenes don’t wash out. And with a pixel density of about 138 ppi, text looks crisp for spreadsheets or design work. It’s also flexible physically. You can raise, tilt, and rotate it into portrait mode, though you’ll need to extend it fully to pivot. That said, it is not the brightest screen on paper at 250 nits, but in a typical indoor setup, it still looks vivid, and the matte coating helps keep reflections under control. If you play games, the 165Hz refresh rate and near-instant response time keep motion smooth, and support for FreeSync Premium Pro and G-Sync means fewer visual hiccups. You can also stream games directly through Samsung’s Gaming Hub or Xbox Game Pass with just a controller, which is useful if you do not own a console. This monitor runs Samsung’s Tizen operating system, so it works as a standalone TV. You get Samsung TV Plus, Netflix, YouTube, Prime Video, and more, all controlled by a slim remote that charges via a built-in solar panel. There is also SmartThings support for controlling compatible smart-home devices, and access to Microsoft 365 apps. A 4K webcam adds convenience for video calls, and the built-in speakers are usable for casual watching, though there is no headphone jack (wireless headphones recommended). On the downside, port selection is limited for a monitor at this price. You get one HDMI, one DisplayPort, one USB-C with 90W charging, and two USB-A ports, which can feel restrictive if you run multiple devices. For someone who wants a single screen that can handle work during the day and replace a TV or console setup at night, the OLED M9 makes a strong case, especially now that it’s discounted to its best price yet. Our Best Editor-Vetted Tech Deals Right Now Apple AirPods 4 Active Noise Cancelling Wireless Earbuds — $148.99 (List Price $179.00) Apple iPad 11" 128GB A16 WiFi Tablet (Blue, 2025) — $299.00 (List Price $349.00) Sony WH1000XM6- Best Wireless Noise Canceling Headphones — $398.00 (List Price $459.99) Apple Watch Series 11 (GPS, 42mm, S/M Black Sport Band) — $299.00 (List Price $399.00) Blink Video Doorbell Wireless (Newest Model) + Sync Module Core — $35.99 (List Price $69.99) Ring Indoor Cam Plus (2025) — $39.99 (List Price $59.99) Fire TV Stick 4K Max Streaming Player With Remote — $34.99 (List Price $59.99) Deals are selected by our commerce team View the full article

For many advertisers, a 30-day click attribution is the default conversion window setting in Google Ads. Once that’s set, it’s rarely revisited. But what if your customers convert within a week, or even two days? One of my clients, a DTC retailer in an intensely competitive industry, has an average conversion window of 2.2 days. Yet we were optimizing campaigns using a 30-day click window, which meant conversions were credited weeks after the initial interaction. This muddied the waters when assessing the true incremental impact of different advertising efforts, especially when trying to capture that impulse-buying behavior. With that in mind, we transitioned the account from a 30-day click window to a 7-day click window in January. Here’s what changed and what we learned. Inside the 7-day attribution test This client allocates the majority of its marketing budget to Meta Ads. So, when looking at platform reporting, Meta Ads (unshockingly) accounted for the majority of sales. Since Google Ads operated on a 30-day click window at the time, that platform also accounted for a large percentage of sales. When your average conversion lag is about two days, allowing 30 days of click credit can inflate perceived contribution in-platform. Because of this, neither platform’s incremental impact was clear, making it difficult for our client to know where to invest the majority of their advertising dollars. Before making any changes, we analyzed conversion path data to understand how long customers were actually taking to purchase. Over the last three months, users converted in an average of 2.2 days, with the majority of conversions happening in less than a day: We didn’t just flip the switch. We hypothesized that since the average conversion window was 2.2 days, we shouldn’t see too much volatility. To be safe, we first set up this new conversion action as a secondary conversion. So it looked like this: Step 1: Duplicate the primary purchase conversion with a 7-day click window and set it as a secondary conversion action. Step 2: Monitor performance for two weeks. Step 3: Transition it to primary optimization on January 12, 2026. When you change a primary conversion action, smart bidding recalibrates, and learning phases reset. This phased approach allowed us to compare reporting side by side and prepare for any volatility. Dig deeper: How to tell if Google Ads automation helps or hurts your campaigns Your customers search everywhere. Make sure your brand shows up. The SEO toolkit you know, plus the AI visibility data you need. Start Free Trial Get started with What happened after the switch We compared the 30 days post-conversion action change to the previous period, which included peak holiday shopping season. Results (in-platform) Cost: Down 6.3% Conversions: Up 42.9% Conversion value: Up 52.1% ROAS: Up 62.3% Initial results looked great, but we wanted to see if there was any measurable impact on the business. Using Shopify sales data, we saw that total sales increased 20%, and net profit increased 30%. More importantly, marketing mix modeling (MMM) data showed a shift in incremental contribution: Google’s incremental ROAS increased 10% to 1.82 Meta incremental ROAS dropped 25% to 0.59. This was the strongest indication that shortening the attribution window helped clarify channel contribution. Now, in full transparency, we were also restructuring campaigns, adjusting budgets, and refining bidding during this time. So, we can’t give all the credit to the shorter attribution window. But we can say performance wasn’t negatively affected, and the contribution percentage improved. Get the newsletter search marketers rely on. See terms. How a 7-day window improved signal quality With overlapping attribution between Meta and Google, both channels looked over-credited in-platform. By shortening Google’s click window, we limited its ability to claim delayed conversions that were likely influenced by other touchpoints. Tightening this window reduced cross-platform duplication and gave us a clearer view of incremental impact. Additionally, instead of waiting weeks to understand campaigns’ actual ROAS, we could evaluate performance within days and make adjustments more confidently. By reducing to a 7-day click window, we: Decreased delayed attribution. Tightened optimization feedback loops. Improved performance diagnostics. This change also significantly affected Smart Bidding behavior. Automated bidding strategies, such as target return on ad spend, optimize based on conversion signals. With a 30-day window, those signals are extended, meaning the algorithm reacts more slowly to performance shifts, such as bid adjustments, seasonality shifts, and budget reallocations. Moving to a 7-day window continuously feeds fresher signals to Smart Bidding strategies. This created tighter alignment between spend and actual buying behavior. Combined with Marketing Mix Modeling data, the picture became even clearer. \The cleaner attribution structure gave us stronger confidence in making account optimizations and, even better, helped our client make more informed business decisions about where to invest ad dollars. In short, tightening the conversion window didn’t just change reporting. It improved the quality of the signal driving optimization decisions. Dig deeper: In Google Ads automation, everything is a signal in 2026 The downside (and why this isn’t a universal fix) Shortening an attribution window could work for you, but you should consider the trade-offs. Reported conversion volume will likely drop, at least initially. Removing delayed conversion credit can make performance appear weaker overnight, even if actual sales haven’t changed. That can create internal concern if your client or other stakeholders aren’t prepared. Smart Bidding will need to recalibrate. Changing a primary conversion action is a significant change to an account. This will trigger a learning phase and short-term volatility, especially in accounts using automated bid strategies such as target ROAS and Max Conversion Value. Most importantly, this approach only works if it aligns with your sales cycle. For high-consideration or longer purchase journeys, a 7-day window may undercount legitimate conversions, suppress ROAS, and limit optimization data. A shorter attribution window is only better if it reflects how your customers are actually buying. Adjusting attribution wasn’t the silver bullet here. In this case, other account improvements were happening simultaneously, and this was just one lever. See the complete picture of your search visibility. Track, optimize, and win in Google and AI search from one platform. Start Free Trial Get started with When attribution reflects reality Ultimately, this change wasn’t about improving platform metrics. It was about improving business insights. For this client, aligning the attribution window with a 2.2-day conversion cycle improved conversion signal quality, enhanced Smart Bidding, clarified cross-channel impact, and gave leadership stronger confidence in where to invest. Whether a 7-day click model makes sense depends on how closely your attribution settings reflect your account’s buying cycle. View the full article

Iran and Russia both allege a projectile struck the grounds of the Bushehr nuclear power plant in the Islamic Republic, raising the specter of a radiological incident as Tehran’s war with Israel and the United States rages. Neither Iran nor Russia say there was any release of nuclear material in the incident on Tuesday evening, but it again underlines a longtime worry of Iran’s neighbors — that the power plant on the shores of the Persian Gulf could be hit by either an attack or an earthquake. Here’s what to know about the incident, the plant itself and Iran’s wider nuclear program, which remains a reason U.S. President Donald The President points to for starting the war alongside Israel against Iran on Feb. 28. Reports of a projectile striking there Russia’s state-run Tass news agency quoted Rosatom CEO Alexey Likhachev late Tuesday as claiming “a strike hit the area adjacent to the metrology service building located at the Bushehr Nuclear Power Plant site, in close proximity to the operating power unit.” Russian technicians from Rosatom operate the plant, using Russian-made, low-enriched uranium. “There were no casualties among Rosatom State Corporation personnel,” Likhachev said. “The radiation situation at the site is normal.” About 480 Russian nationals remain at the plant, Likhachev said, and authorities are preparing for another round of evacuations from there. The Atomic Energy Organization of Iran later issued a statement saying “no financial, technical, or human damage occurred and no part of the plant was harmed.” Iran blamed the incident on the United States and Israel, Tass later reported. The International Atomic Energy Agency, which has had its inspections of Iran restricted over years of tensions over Tehran’s program after The President unilaterally withdrew America from the 2015 nuclear deal with world powers, issued a carefully worded statement early Wednesday. “The IAEA has been informed by Iran that a projectile hit the premises of the Bushehr NPP on Tuesday evening,” the United Nations agency said, using an acronym for nuclear power plant. “No damage to the plant or injuries to staff reported.” No other independent expert has seen the damage. Neither Iran nor Russia published images of the damage. Moscow has made claims about nuclear sites during its war on Ukraine that turned out not to be true, while Iran has been trying to use both force and coercive diplomacy to pressure its neighbors to in turn push the U.S. to halt the war. It remains unclear what the “projectile” that hit the complex was. The U.S. military’s Central Command, which is in charge of forces launching airstrikes across southern Iran, did not immediately respond to a request for comment. Shrapnel from missile interceptions and other air defense fire also have caused damage in the region since the war started. Bushehr, some 750 kilometers (465 miles) south of Iran’s capital, Tehran, is home to an Iranian navy base and a dual-use, civilian-military airport with air defense systems protecting the area. Bushehr a long sought project by Iran Iran’s Shah Mohammad Reza Pahlavi announced plans in the 1970s to build 23 nuclear reactors while also having full control of the nuclear fuel cycle — opening the door to being able to build atomic weapons. That rattled U.S. officials, who imposed limits on American companies from selling to Iran. German firm Kraftwerk Union began construction of the Bushehr plant in 1975 as part of $4.8 billion deal for four reactors. But the 1979 Islamic Revolution halted the project. Iraq repeatedly bombed the site during its eight-year war with Iran in the 1980s, seeking to stop Tehran’s program. Russia ultimately signed onto the project, which saw the power plant connected to the Iranian grid in 2011, running a pressurized-water reactor that generates up to 1,000 megawatts of electricity, which can power hundreds of thousands of homes and other businesses and industries. But it contributes only 1% to 2% of Iran’s power. Iran has been trying to expand Bushehr to multiple reactors. In 2019, it began a project that ultimately plans to add two additional reactors to the site, each adding another 1,000 megawatts apiece. A satellite image from December from Planet Labs PBC showed the construction still ongoing at the site, with cranes over both sites. The reactor currently running at Bushehr uses uranium from Russia enriched to 4.5%, a low level needed for power generation in such plants. Bushehr was untouched in 12-day war in June Bushehr, as a running, civilian nuclear power plant, was left untouched during the 12-day war in June between Israel and Iran. During that war, the U.S. bombed three Iranian nuclear enrichment sites, destroying centrifuges and likely trapping Tehran’s stockpile of highly enriched, 60% uranium underground. In the time since, Iran has blocked IAEA inspectors from visit those sites. A possible strike on a nuclear power plant could see a leak of radiation into the environment. That’s been a major concern in the years after Russia launched its full-scale invasion of Ukraine in 2022. Nuclear plants in Ukraine, built when the country was part of the Soviet Union, have come under attack and found themselves on the front lines of that war. Such a leak into the Persian Gulf would be an existential crisis for the Gulf Arab states, which rely on desalination plants on the gulf for their water supplies. The Associated Press receives support for nuclear security coverage from the Carnegie Corporation of New York and Outrider Foundation. The AP is solely responsible for all content. —Jon Gambrell, Associated Press View the full article

We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. The unlocked Motorola Razr+ (2025, 256GB) is currently down to $399.99 on Woot, a notable drop from its usual $699.99 price on Amazon and below its previous low of $599.99, according to price trackers. This is a limited-time offer running for three days or until stock runs out. Prime members get free shipping, while others pay $6. At this price, what you’re getting here is a mid-tier foldable from Motorola’s 2025 lineup, slotting between the base Razr and the pricier Ultra. Motorola Razr+ 2025 (256GB, unlocked) A mid-tier foldable from Motorola’s 2025 lineup $399.99 at Woot $699.99 Save $300.00 Get Deal Get Deal $399.99 at Woot $699.99 Save $300.00 The outer display is the main reason to consider this phone. It’s a four-inch pOLED panel with a fast refresh rate and enough brightness to stay usable outdoors. More importantly, it runs full apps. You can reply to messages, scroll through social media, or even play games like Genshin Impact without flipping the phone open, notes this PCMag review. Inside, performance is steady thanks to the Snapdragon 8s Gen 3 and 12GB of RAM. Apps open quickly, multitasking is smooth, and Android 15 feels clean without much bloat. Battery life comes in under 13 hours, which is fine for a day but not much beyond that. Charging helps fill the gap with 45W wired and 15W wireless support. The build feels solid as well, with an aluminum frame, a titanium hinge rated for 200,000 folds, and an IP48 rating that adds some peace of mind around dust and water. Rounding it out is the connectivity with Wi-Fi 7, Bluetooth 5.4, NFC, and support for sub-6GHz 5G. Motorola also adds a handful of AI tools like transcription and notification summaries, though you’ll need a Moto account to use them. Cameras are where things level out. The 50MP main sensor captures decent shots in good light with natural colors, but details soften when you zoom in, even with the 50MP telephoto lens. Low-light performance is average. This is a phone for casual photos, not for someone who cares about consistent image quality. Software support is also shorter than some competitors, with three years of Android updates and four years of security patches. Still, for $399.99, the Razr+ (2025) is less about having the best specs and more about whether you want a foldable without paying flagship prices. Our Best Editor-Vetted Tech Deals Right Now Apple AirPods 4 Active Noise Cancelling Wireless Earbuds — $148.99 (List Price $179.00) Apple iPad 11" 128GB A16 WiFi Tablet (Blue, 2025) — $299.00 (List Price $349.00) Sony WH1000XM6- Best Wireless Noise Canceling Headphones — $398.00 (List Price $459.99) Apple Watch Series 11 (GPS, 42mm, S/M Black Sport Band) — $299.00 (List Price $399.00) Blink Video Doorbell Wireless (Newest Model) + Sync Module Core — $35.99 (List Price $69.99) Ring Indoor Cam Plus (2025) — $39.99 (List Price $59.99) Fire TV Stick 4K Max Streaming Player With Remote — $34.99 (List Price $59.99) Deals are selected by our commerce team View the full article

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We may earn a commission from links on this page. Peloton bikes are best known for their video classes, which feature a social leaderboard, chatty instructors, and handpicked music. But from a fitness perspective, my favorite feature is “power zone” training, which works with specific classes or you can enable the power zone bar for any workout. Let me tell you why I love it, and how you can get started with it, too. What is power zone training? Cyclists measure their effort in terms of power: how much energy you transmit through the pedals in a given length of time. It’s often measured in watts. On an outdoor bike, you need a power meter to measure this; on Peloton, this measurement is built in. On Peloton, you're probably familiar with your "output," the number in the center of the display that goes up when you increase your resistance, your cadence, or both. This is the same as power. Just as heart rate can be divided into zones for training, so can power. There are seven zones in Peloton's system, with higher output numbers falling into higher zones. To know what zone you're in, you'll have to turn on your Power Zone bar in Settings, and tell the system what your "FTP" is, the number that the zones are based on. Peloton can estimate an FTP for you, but you should really take an FTP test to know for sure—more on that below. A power zone workout (or “ride,” as Peloton calls them) will tell you when to go into each zone. Unlike other Peloton classes, instructors leading power zone rides won’t tell you what resistance to use, and they may recommend a cadence, but you’re never required to hit it. So if you’re in zone 1 and the instructor tells you it's time to pedal in zone 3, you can choose to increase your resistance, your cadence, or both—whatever gets you there. To be totally clear, power zones are nothing to do with heart rate zones. We’ll talk about the difference a little bit later. Why are power zone rides special? Since power zones are calibrated to your personal abilities, you always have a scale that tells you how hard you’re working, relative to what you are capable of. I like power zone rides because I know what kind of training effect to expect from them. While the non-power zone workouts could be almost anything—a “classic rock ride” could be hard, easy, or anywhere in between—I know that a “power zone endurance” ride is going to keep me in zones 2 and 3 for most of the workout, training my stamina without making me too fatigued. On the other hand, a “power zone max” ride will have me working hard, like a HIIT workout. The difference is that I know from the power zone bar on my screen exactly when I’m hitting the ideal output for the workout that I’m doing—not too hard and not too easy. In short, other rides are great for having fun or for letting yourself be surprised. Power zone rides are for training. If you want to get faster and better on the bike, these are structured workouts that will make that happen, and give you ways to measure your improvement. What is a power zone ride like? When you want to do a power zone ride, your first job is to decide which kind. You can filter classes by “power zone” as a type, but within that you’ll see three types of classes: Power zone (PZ): With these you’ll spend most of your working time in zones 3, 4, and 5, with recoveries in zone 1 or 2 in between efforts. These tend to be pretty hard workouts, but they’re usually not too intense. Power zone max (PZM): These rides will take you into the higher zones (6 and 7) with easy recoveries, usually in zone 1. Power zone endurance (PZE): These rides almost always keep you in zones 2 and 3 the whole time. Your effort will be moderate but steady. The shortest power zone rides are usually 30 minutes (there may be a few 20-minute rides in the catalog). The 45-minute rides are probably the most popular, but there are plenty of 60-minute rides and a few 75- and 90-minute PZE rides. Credit: Peloton All power zone rides start with a warmup that is usually between 10 and 13 minutes. A typical one goes like this: A few minutes (usually one song’s worth) of pedaling in zone 1 to let your legs start to warm up. Spin-ups, where you move your legs as fast as you comfortably can, for maybe 30 seconds at a time. Your exact zone doesn’t matter here. In between the spin-ups, you’ll pedal in zone 1 to recover. After three to five spin-ups, with maybe 30 seconds or a minute in between, it will be time for the next phase. A “build” with 30 to 90 seconds in each of the zones you’ll be using in the workout. For a PZE that might be 90 seconds in zone 2 and 90 seconds in zone 3. For a PZM, you might get 30 seconds each in zones 3, 4, 5, and 6. A short recovery (usually 1 minute) of zone 1 pedaling before the main workout begins. Instructors will get creative with the details, but will always keep the structure of a zone 1 segment, a few spin-ups, and a build. During the warmup, they will usually explain the structure of the workout to come. To see the structure of the workout before you start the class, you can tap Class plan in the ride description, then View details, and you’ll be able to see the full breakdown. (Some older classes may not have this information, but anything from the past few years will always have it.) The plan will show you what zone each interval is in, and how many minutes you’ll spend there. In the example here, you’ll spend 3, 5, 7, and then 5 minutes in zone 3, with shorter recoveries in zone 2. This is pretty typical for a PZE class. Why you’ll love the power zone bar Credit: Beth Skwarecki/Peloton Anybody can take a power zone class at any time, but if you haven’t set up your power zone bar, you won’t know exactly when you’re in the right zone. (Go ahead and take the class anyway, though. During the build, the instructor will explain what each zone should feel like. You can do your first ride or two by feel.) The power zone bar is a color-coded line at the bottom of your screen underneath your output. The zones will fill in with color according to your output, so that when you’re in zone 1, you’ll just see the leftmost blue chunk lit up, and when you’re in zone 7, you’ll see the whole rainbow, with zone 7 in red to let you know that’s where you are. Power zone classes released after November of 2022 have an indicator outline around the zone you’re supposed to be in, so even if you missed the instructor calling out the zone, you’ll see on your screen what zone you should be in. When you set up your power zone bar—more on that in a sec—you’ll get the option to show it all the time, instead of just in power zone classes. I highly recommend doing this. With the power zone bar, you can use the idea of power zone training when you’re doing a scenic ride, and you can see how traditional style classes compare to your own zones. If I want to take a music ride for fun, but stick to easy training, I’ll just make sure my output stays in zone 2 or 3. With the power zone bar enabled, it’s easy to do that. How to set up your power zones on Peloton Credit: Beth Skwarecki/Peloton If you know what the term “FTP” means (hello, cyclists), you can go into your settings right now and turn on the power zone bar. It’s in your profile, under Preferences. At the bottom of the screen, find the FTP section, and tap “calculate custom value.” You can enter your FTP number there. For the rest of us, though, you’ll want to take an FTP test. Well, you might not want to, but you kind of need to, to calibrate everything properly. How to take an FTP test Credit: Beth Skwarecki/Peloton FTP stands for Functional Threshold Power, and it’s a measure of how high an output you can sustain over time. There are specific Peloton rides that are designed to measure your FTP. After you do one, you’ll get a prompt asking if you’d like to update your FTP in settings. (Say yes.) The FTP test takes 20 minutes, but I like to budget an hour. That gives you 10 to 20 minutes for a warmup, 20 minutes for the test, 5 to 15 minutes for a cooldown, and then plenty of time to lie on the floor afterward. (Pro tip: Have someone bring you a fresh, cold bottle of water when you finish.) People get nervous about the FTP, but it’s really just a benchmark of where your fitness stands at the moment. If you do it right, you’ll be exhausted at the end, but then you’ll know your FTP—which means you can take easy rides and know they will be easy, because they’ll be calibrated to you. I’ve taken a few FTP tests. Here are my tips: Schedule a time, and when the time comes, hop on the bike and do it. If you are the type of person to get nervous when a test is on your calendar for a future date, just do it now. I’m serious, turn on your bike right this second and get it over with. You can read the rest of this article when you’re done. Do an FTP warmup ride. Some are 10 minutes, some are 15. I find that longer is better; sometimes I’ll do a 10 minute warmup twice. Pick your favorite, most encouraging instructor for the warmup. After the warmup, take a quick minute for a water break if you need it, and then go right into the FTP test. It does not matter who the instructor is; you’ll barely notice them. Mute the screen and play your own music if the music matters to you. Start at a strong, steady pace, something you’re confident you could keep up for 20+ minutes. Every five minutes, ask yourself if you could kick up the intensity a notch and still be able to hang on. If you have a 20-minute PR already in the system (whether a previous FTP test or another ride), filter the leaderboard to “just me” and try to beat yourself. Anytime you feel like you can’t possibly continue, slow down a little but do not stop. Use this as your new steady pace, and get back to asking yourself every few minutes whether you could increase your output or if you need to stay where you are. Better to go out too fast, slow down, and then continue to the finish, than to quit halfway through and…then what? Do it all over again? No way. No matter your fitness level, there is some amount of power that you can log in a 20-minute test. If you don’t like the number you get, you can retest in a couple weeks. But you won’t know what number that is until the end. So don’t quit. Keep pedaling. You can absolutely do this. Whatever minute you’re in, don’t focus on how many minutes there are left. Just focus on making it through this minute. Before you know it, you’ll be in your final sprint to the finish. The ride will end, and at this point I usually snap a photo with my phone of my output on the leaderboard. When you leave the ride to do a cooldown (please do a cooldown, your body will thank you), Peloton will ask if you’d like to update your FTP. Say yes. By the way: It’s recommended to take a new FTP test every 4 to 6 weeks. Heart rate zones vs. power zonesI need to make something very clear: When you’re training with power zones, those are to be used instead of heart rate zones. Not in addition. Now, you can still wear a heart rate monitor. That’s fine. You’re just not using it to guide your workout. You’ll see the power zone bar at the bottom of your screen, and a heart rate zone indicator at the top left. Either ignore or hide the heart rate zone indicator. You can tap the little sideways arrow and it will disappear, but your heart rate data will still be logged so you can look at it later. Note the heart rate zones in the top left, and power zones at the bottom. At the moment, both are in zone 1. Credit: Beth Skwarecki/Peloton People often wonder how heart rate zones match up with power zones, but there is no consistent way to convert them. In general, heart rate zone 2 matches power zones 2-3. But your heart rate drifts upward the longer you work out, and your heart rate also takes longer to change when you shift gears. If you’re moving into power zone 5, your bike will be at zone 5 immediately. Your heart might take 30 seconds to catch up. Don’t ever worry if your heart rate zones and power zones aren’t matched, OK? You can only train with one at a time, and we’re here to train with power zones. What kind of power zone workouts should I do? When you first start, the easiest way to learn your way around power zone workouts is to do the Discover Your Power Zones program (available from the “Programs” section on your bike's screen). It will guide you through doing an FTP test at the beginning and at the end of the four-week program, and in between you’ll get a sampler of all the different power zone workout types. The instructors know they’re talking to power zone beginners, so they’ll spend plenty of time explaining how everything works and giving you tips on making the most of it. When you’re done with that program, you may want to take Build Your Power Zones to continue working in that same vein, but it’s also fine to just start taking whichever power zone classes you think you’ll enjoy. Eventually you may want to take Peak Your Power Zones, a more advanced program that is geared toward improving your FTP. (Your FTP will improve no matter which program you take, but the “Peaking” program is laser-focused on making that number go up rather than delivering a well-rounded fitness program.) Besides those three built-in programs, you can also find program suggestions online. Some popular options include a free #RedditPZ group that runs nine-week programs and a paid Power Zone Pack that runs challenges for subscribers. But if you’re on your own, you can build your own routine just by knowing what to expect from each type of power zone workout. For most people, it would work to do: 0 or 1 Power Zone Max ride(s) per week 1 or 2 Power Zone ride(s) per week Power Zone Endurance rides for the rest of your available time (or do other rides while staying in zone 2-3 on the power zone bar) So if you ride three times each week, you might do one PZ and two PZE. If you’re a monster who rides every day, you might do one PZM, two PZ’s, and four PZEs, with one or two of those PZE rides being all zone 2 (instead of following the callouts to switch between zones 2 and 3). Adjust as needed to your own fitness level, and choose the lengths of workouts that work for your schedule. When choosing your own workouts, the Power Zone Tool from homefitnessbuddy.com is incredibly useful. You can filter and sort by instructor, length of workout, and a cool metric called TSS (training stress score). The higher the TSS, the harder the workout will be to recover from. (For example, you can search for “Christine PZE” and sort by TSS, lowest first. You’ll immediately see that she has several rides that are 30 minutes long and that are entirely in zone 2—great for a recovery ride.) You can also get a preview of the zones as a visual chart, which I find easier to read than the way Peloton presents them in the class plan. Be aware that the very newest rides won’t be on this tool yet, but also that some older rides will be on there as well that may not have the power zone indicator. But fortunately all the statistics are right there in each entry, so you can choose exactly which rides you’d like to take. View the full article

Buyers ask a question. You answer it clearly. That’s the premise behind the “They Ask, You Answer” (TAYA) framework, and it holds up in AI-driven discovery. In theory, it’s simple. In practice, teams struggle to anchor their approach and get started. The result is predictable: generic questions that produce generic content. That’s a problem, especially as AI shifts search behavior from short queries to more detailed, contextual questions. The difference comes down to the questions you choose to answer. And that’s where a simple concept makes a big difference: buyer personas. The problem with generic questions Odds are, you and many of your competitors have already answered these questions somewhere, or could easily. The generic question trap happens because when marketing teams brainstorm content ideas, they often start with topics like: What is CRM software? What is marketing automation? What is warehouse management? These are reasonable questions. But they’re also questions no real buyer actually asks. Real buyers ask questions that reflect their situation and their problem. Something more like this: “What CRM should a 10-person sales team use?” “Why are leads slipping through the cracks in our marketing?” “Why is our warehouse picking speed so slow?” The difference is subtle but important. The second set of questions includes a person and a problem. That context completely changes the quality of the content. Your customers search everywhere. Make sure your brand shows up. The SEO toolkit you know, plus the AI visibility data you need. Start Free Trial Get started with Why this matters more in AI-driven discovery Instead of typing short keywords, buyers ask detailed, contextual questions: “I run a 15-person marketing team, and we’re struggling to track leads properly. What should we do?” The AI explains the problem, outlines solutions, and suggests vendors. In other words, the buyer is having a consultation with an AI. If your content explains why a specific persona experiences a specific problem, you have a much better chance of shaping how that problem is understood in the first place. This puts you into the conversation and consideration set earlier, making it more likely you’ll stay in as the user refines their thinking. Consider this scenario. I’ll use myself as an example. Marcus. 50 years old. Meeting some old friends in Birmingham, UK. Looking for ideas of things to do for the day. I start by asking a somewhat broad opening question: “I’m looking for some ideas of things to do with friends in Birmingham on the weekend. I’m 50, and I have several male friends coming down to get together for a day. There will be some beers, no doubt, but we need some activities as well.” Answers then include a bunch of top-level suggestions — bars, food, and activity-type bars. One of these suggestions is for an F1 gaming arcade. I like games, but not so much cars, so this leads my follow-up to dig in a bit more: “Ah, we all like games. What about gaming arcades? What gaming arcades could you recommend?” I get a bunch of recommendations, one of which is for a pinball arcade in Digbeth (a sub-area of Birmingham). “Pinball Factory in Digbeth sounds fun. What else is there to do around there, food- and drinks-wise?” I then get a set of responses that helps me narrow the list and formulate a perfect day and evening out for a group of old friends. Being in the early part of the conversation lets you shape the dialogue and increases your chances of being part of the eventual solution. Get the newsletter search marketers rely on. See terms. Personas make TAYA far more precise Personas are the tools that let you think like your customers and figure out the kinds of questions they ask long before they get to what you have to offer. When you can identify a customer segment, you can dig into that persona, understand their problems and goals, and think like your target customer to generate content ideas that help them decide earlier. Now, instead of writing content for a generic avatar, write for specific people. For example, instead of “Things to do in Birmingham?” you might write, “The best day out in Birmingham for a group of 50-year-old gamers.” You’re still addressing the same underlying topic. But now the content speaks directly to a real person experiencing a real problem. That shift usually leads to much more useful content. This helps you work your way into those conversations, rather than relying on the brutal battleground of commercial queries. A simple way to uncover better questions You don’t need a complicated persona framework to make this work. In most cases, a simple three-question exercise will uncover the kinds of problems your buyers are actually trying to solve. For each persona you serve, ask: What are they responsible for? For example: Hitting sales targets. Generating marketing leads. Running warehouse operations. What problems make that responsibility difficult? Examples might include: Missed sales targets. Inefficient warehouse processes. Poor lead tracking. Slow picking speeds. What would they ask Google or an AI assistant when that problem occurs? Now the questions start to look very different. Instead of broad category topics like: “What is CRM software?” You start to see questions like: “Why are leads slipping through the cracks in our CRM?” “What CRM should a small sales team use?” “Why is our warehouse picking speed so slow?” Those questions reflect real situations experienced by real people — exactly where the best content opportunities exist. ‘They Ask, You Answer’ works better with personas Now we revisit the big five topic areas from TAYA: cost, problems, comparisons, reviews, and best-of. These topics already give us a powerful structure for content. But when they’re approached generically, they often lead to content that looks exactly like everyone else’s. So you can go from the typical, generic kinds of questions: “How much does CRM software cost?” “What problems do warehouse systems have?” “HubSpot vs. Salesforce” “Best CRM systems” “Salesforce review” To questions that are more connected to the needs of our target audience: “What does CRM cost for a 10-person sales team?” “Why do my warehouse managers struggle with picking accuracy?” “HubSpot vs. Salesforce for a small B2B marketing team” “Best CRM for growing sales teams” “Is Salesforce worth it for a mid-size sales organization?” The topic hasn’t changed, but the question now reflects the buyer’s reality. This shift produces more useful content and aligns with how people interact with AI assistants. Those questions include their role, company size, or situation: “We’re a small marketing team struggling to track leads properly. What CRM should we use?” If your content already answers these persona-driven questions, you increase the chances that your explanation becomes part of that conversation. In other words, personas don’t replace They Ask, You Answer. They make it more precise, moving you from answering generic topics to answering the exact questions buyers ask when solving a real problem. Persona-driven questions improve TAYA content for three simple reasons. They mirror how buyers actually think: People rarely search for textbook definitions. They search for solutions to problems. Personas keep the content anchored in those problems. They produce more useful content: When you know who the content is for, it naturally includes better examples, more practical advice, and clearer explanations. In other words, content that genuinely helps someone move forward. They align with how AI explains problems: AI assistants increasingly start by explaining the problem before recommending a solution. Content that clearly describes why a specific persona experiences a specific challenge fits neatly into this pattern. This increases the chances that your explanation influences the AI’s response. See the complete picture of your search visibility. Track, optimize, and win in Google and AI search from one platform. Start Free Trial Get started with Start with the problem, not the product One of the most common mistakes companies make with content marketing is starting with their product. But buyers rarely start their journey there. They start with a problem. Personas help keep your content anchored in the buyer’s world rather than your own product — remember, it’s about the customer, not you. And that simple shift often makes the difference between content that merely exists and content that actually influences decisions. Where you enter the conversation matters “They Ask, You Answer” remains one of the most powerful frameworks available to marketers. But the effectiveness of the framework depends entirely on the quality of the questions you answer. Personas help you turn vague topics into real problems and ask better questions. When your content speaks directly to those problems, buyers and AI systems are far more likely to trust your answers. View the full article

Last year, the CEO of the department store chain Kohl’s (NYSE: KSS) announced the closure of 27 locations in order to help shore up the company’s struggling finances. But in November, a new CEO took the helm, prompting many to wonder whether he would implement additional store closures. Now that CEO has made his plans clear. Here’s what you need to know. Kohl’s shut 27 stores in 2025 In January 2025, Kohl’s announced it was closing 27 underperforming locations in 15 states, as well as its San Bernardino E-commerce Fulfillment Center (EFC) in California. At the time, the company’s then CEO, Tom Kingsbury, said the closures were a “necessary” step “to support the health and future of our business for our customers and our teams.” The closures followed slumping comparable store sales in 2024, and by April 2025, all of the previously announced doomed locations had shut for good. But in November, Kohl’s got a new CEO, Michael Bender, the chain’s third chief executive in nearly three years. Bender’s top priority was to turn around sinking store sales and increase the company’s bottom line. That left many wondering whether even more underperforming stores would be on the chopping block this year. Now, thanks to recent comments from Bender, we know for sure. Will there be more Kohl’s store closures in 2026? On March 10, Kohl’s reported its fourth-quarter 2025 results, and on the following conference call, Bender was asked specifically whether additional store closures were planned. The good news for Kohl’s customers and employees is that the answer, for now at least, is no. In response to an analyst’s question about potential additional closures, Bender noted that the company has around 1,150 locations and that the “vast majority”—over 90% of them—are still profitable, according to a PitchBook transcript of Bender’s comments. Bender stated that the company would be looking at the “hygiene” of each store to make sure they are “positioned in the right spot,” adding that he “would not anticipate any sort of grand plan of saying we’re taking stores out or adding stores at this point.” “The focus for us is actually on optimizing what we already have, and we’ll be focused on making sure that we continue to push the store’s productivity as far as we can going forward,” he continued. He added that the company tends to assess its store footprint on an annual basis. Kohl’s stock price has struggled It was little surprise that Kohl’s decided to shutter underperforming locations in 2025. Like many big-box retailers, the chain had been struggling for years with declining sales and shifting consumer habits, as well as ever-increasing competition from online retail giants like Amazon, Temu, and Shein. Most recently, the company reported its Q4 and full-year fiscal 2025 results, and as has been the case lately, things could have been better for Kohl’s. For its most recent quarter, net sales decreased 3.9% and comparable sales decreased 2.8%. When looking back over the full fiscal 2025 period, net sales decreased 4.0% and comparable sales decreased 3.1%. If there was one bright spot, it’s that for the fourth quarter, Kohl’s posted a diluted earnings per share (EPS) of $1.07. As noted by CNBC, that was well above the EPS of 86 cents that analysts polled by FactSet were expecting. Still, it wasn’t enough to reverse the downward slope of Kohl’s stock price. As of yesterday’s closing bell, shares of Kohls Corp have declined more than 37% year-to-date. The company’s stock price closed at $12.69 yesterday. However, over the past 12 months, KSS shares are actually up over 48%, largely thanks to a November surge, a surprise earnings beat in the company’s Q3 2025, and the appointment of Bender as CEO. And yet, looking back even further reveals how dire things have become for the company’s share price. Over the past five years, Kohl’s stock has lost nearly 80% of its value. View the full article

Despite what Timothée Chalamet may think, the Metropolitan Opera’s production of Richard Wagner’s epic Tristan und Isolde is generating a lot of buzz this season. That’s thanks in no small part to director Yuval Sharon’s bold choices, which include cutting-edge video projections and an immersive set design by Es Devlin. Sharon believes it is necessary to be forward-thinking, especially since the arts are facing a hard economic reality. He also believes it’s what helped drive the production’s impressive ticket sales. “People all saw that there is something new is being attempted here that you’ve just got to see,” he tells Fast Company. “I think that is its own reward.” In an era where New York’s storied Met Opera has faced layoffs, pay cuts, postponed productions, and a controversial financial agreement with Saudi Arabia, Chalamet’s comments, while dismissive and disrespectful, may have a kernel of hard truth in them. According to reporting by the New York Times, declining ticket sales are part of the problem, down $20 million in 10 years. And live performances are not the only ticket revenue dwindling—live broadcasts of opera in movie theaters are down as well. Because of high production costs, opera cannot survive on ticket revenue alone. Companies such as the Met also rely on investment endowments. Unfortunately, the Met has also depleted its endowment by one third, dropping from $340 million in 2022 to $212 million today, the Times reports. Sharon is aware of this budget crisis but also views it as an opportunity. “The business of opera is ludicrous, and we’ll never make money . . . That’s kind of part of the deal,” he says. “But part of that also means it’s about the experimentation. And for me, that is so liberating.” “The storytelling needs to demand it” It seems only natural to push the boundaries of technology to further innovate opera. To its diehard fans, the over-400-year-old art form is not dying but progressing forward, no matter what outsider Hollywood movie stars say. Because of opera’s long history, integrating elements such as prerecorded and live video into the mix opens up a larger discussion about the role of technology in live performance. Both Sharon and Devlin believe if Wagner were alive today, he would have approved, and perhaps would have even worked in VR or cinema himself. “I think he would absolutely have wanted us to work with the most advanced means of creating magic, of transporting an audience to another time and place,” Devlin says. Sharon considers opera a “constantly evolving language, not something that is stuck in the past” but “something that’s always ever present.” He views his job as the director to help articulate its universal message to a modern audience. “I’m not changing a word, but something new has emerged from it based on who we are as 21st-century artists making it,” he says. “I just love that. It’s part of what makes me believe in the art form so much.” His interpretation of Tristan und Isolde utilizes a split-world concept. Actors dressed in contemporary clothing at a table act as a bridge or tunnel into the mythical world of the story. “The mythic still is always churning in our everyday contemporary lives in ways that maybe we are not always conscious of,” Sharon says. “Sometimes in everyday rituals of sitting at a table, we are unconsciously enacting memories from the mythic past . . . they’re with us in these ways that we don’t necessarily anticipate.” He views the opera as a kind of solemn rite, with technology being just another tool on this larger mission. “I don’t come into a project saying, ‘Well, of course I’m going to use video because I like using video.’ The storytelling needs to demand it,” he says. In the story, the overwhelming and sudden love between Tristan and Isolde causes the characters to question their reality, making video the perfect medium. Devlin’s set, designed as an end-to-end immersive system, gives Sharon’s vision an ideal playground. Not only does it act as a platform for projections, but this is the first time that a set will fill the full square of the proscenium on the Met’s main stage at Lincoln Center for the entire production. “Often when you work at the Met Opera, you will work in the bottom two-thirds of the picture in a rectangular orientation,” Devlin says. “But we are working with the full square throughout—right up to the edge of the proscenium.” Utilizing the whole space was a goal of hers since working on Verdi’s Otello in the same space in 2015. The existing architecture of the building acted as one of her inspirations. “The Met is this extraordinary selection of shapes . . . the stage sculpture feels very continuous with the sculptural architecture of the design of the interior of the building, which is incredibly beautiful,” she explains. Beyond its expansive size, the set supports the cast, who are singing a beautiful but notoriously difficult score. “We’ve designed the set in such a way that it’s a musical instrument,” Devlin says. “We’ve designed literally a series of megaphones around them.” Striking the right balance for humans Both Sharon and Devlin believe technology is a tool that needs a human element, while Devlin says she hopes the innovative use of video projections draws in fresh spectators. “If including some contemporary means of storytelling brings a new audience to the work, then that’s fantastic,” she says. However, Sharon wasn’t afraid to cut technological elements when they overwhelmed the human performers. “Before the singers come in, it’s like an art installation,” he says. “And then the singers come in and then you realize that, well, actually we need to tone it down to such a degree that the singers are still at the center.” While the opera is larger-than-life, Sharon wants to showcase intimate human moments. He couldn’t say enough good things about the cast, featuring Michael Spyres and Lise Davidsen in the title roles, which he called “the greatest cast I think that’s ever been assembled for this opera.” “A big part of my job is also supporting and being there to make sure that singers can give the very best performance they can,” he adds. “And if there’s a stumbling block in their way, I have to remove it.” In the end, Sharon firmly believes that opera is still for everyone. In fact, he literally wrote a book on it. Audiences outside of New York City can catch a filmed live performance of Tristan und Isolde on March 21 through the Met’s “Live in HD” program. After the experience, you can decide for yourself if opera is alive and well in 2026. View the full article