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In a rapidly evolving technological landscape, Google’s latest offering, Gemma 4, is making waves that small business owners should pay attention to. These new AI models promise to enhance efficiency and performance while remaining accessible across various devices. With their multimodal capabilities and innovative features, Gemma 4 might just be the tool that businesses need to streamline operations and foster growth. The Gemma 4 models, specifically designed to operate efficiently on a range of hardware, can run smoothly on everything from billions of Android devices to high-end developer workstations. This flexibility is critical for small businesses, which often face budget constraints and limited access to cutting-edge technology. One of the standout features of Gemma 4 is its advanced reasoning capability. This allows the model to execute multi-step planning and handle complex tasks, significantly enhancing operations in areas like customer service, data analysis, and financial forecasting. For instance, a small retailer could utilize this feature to improve inventory management by predicting sales trends, thus avoiding stock shortages or excess inventory. In addition to reasoning, Gemma 4 supports “agentic workflows” that enable the creation of autonomous agents. These agents can interact with various tools and APIs, automating many routine tasks that small business owners often juggle. As such, a restaurant might implement an autonomous agent to manage online bookings, sending confirmations and reminders, freeing up staff to focus on customer service. The models also support high-quality code generation, which can turn personal workstations into local AI code assistants. This functionality can be invaluable for small tech startups or businesses developing applications, as it allows developers to retrieve or generate code swiftly, thereby speeding up project timelines. Another practical application is the processing of visual and audio content. The new models excel at tasks such as optical character recognition (OCR) and chart understanding, which can simplify data extraction from documents and presentations, a valuable capability for reporting and analytics tasks. Furthermore, the native audio input feature for speech recognition opens doors for businesses engaged in customer interactions, enhancing voice-based applications or automating transcriptions. For small businesses operating in a global market, Gemma 4’s capability to process over 140 languages is a game-changer. This feature not only allows for the development of high-performance applications tailored to diverse customer bases but also positions small businesses as competitive players internationally. However, potential challenges accompany these innovations. Small business owners must consider the technical demands of implementing such advanced AI models. Understanding how to fine-tune models for specific use cases may require a learning curve. While Google provides resources to support this process, business owners must allocate time and possibly finances towards training their teams. Moreover, the release of Gemma 4 under an open-source Apache 2.0 license is a boon for many small businesses, providing them with flexibility and digital sovereignty. They gain control over their data and infrastructure, freeing them from restrictive frameworks. However, this autonomy comes with the responsibility to maintain systems and integrations effectively. Google’s focus on making these models versatile for different hardware is crucial. The 26B and 31B models are optimized to run on consumer GPUs, making them attainable for small businesses equipped with standard development setups. Additionally, the newer E2B and E4B models are engineered specifically for mobile and IoT devices, driving down RAM and battery consumption while ensuring near-zero latency. As many small businesses strive to find their footing in 2023, the introduction of Google’s Gemma 4 presents a compelling opportunity. It possesses the potential to transform operations, boost productivity, and ultimately drive business growth. Small business owners looking to leverage AI should think critically about how Gemma 4 can align with their unique needs. Whether optimizing workflows or enhancing customer engagement, the possibilities are considerable. Given that these models focus on practicality and integration rather than just raw performance, small businesses have much to gain by considering this advanced technology as part of their operational toolkit. To explore more about Google’s innovative Gemma 4 models and their potential applications, visit the original press release at Google Blog. Image via Google Gemini This article, "Google Unveils Gemma 4: Advanced AI Models for Every Device and Use Case" was first published on Small Business Trends View the full article

Topical authority is a key concept in SEO, but it doesn’t account for how search and AI systems choose between competing sources. The missing layer isn’t in content or structure. It’s in the signals that determine selection once a topic is understood — the difference between being eligible and being chosen. Topical authority explains content, not selection Topical authority is foundational for SEO and now AEO and AAO. But the framework the industry calls topical authority is incomplete. It covers semantics, content, and structure, but that’s just one part of a three-row, nine-cell model that defines topical ownership. Topical authority describes what you’ve built. Topical ownership describes whether the system picks you. Search and AI systems don’t reward content for existing. They reward content for winning a selection process. At Recruitment (Gate 6 in the AI engine pipeline), the system selects candidate answers from everything it has indexed. Topical ownership has three layers: coverage, architecture, and position. Everything in this article builds on Koray Tuğberk GÜBÜR’s foundation. He has engineered a rigorous methodology for building content architecture that signals genuine expertise to search engines, and his case studies prove it produces measurable results. He coined “topical map” as a standard SEO deliverable, engineered the semantic content network methodology, and brought mathematical rigor to what had been vague advice about writing comprehensively. His own formula (topical authority equals topical coverage plus historical Data) already acknowledges the temporal dimension I’ll expand below. He’s the authority on this subject. The expanded framework names the cells he already recognized and adds the one row he hasn’t yet formalized. Topical authority, fully defined, is a three-by-three matrix. As with everything in this series, the “straight C” principle applies. To compete in any algorithmic selection process, you can’t afford a failing grade in any of the criteria that are being evaluated. Excellence in some dimensions doesn’t compensate for absence in others. The system requires a passing grade for each criterion. The three rows aren’t equally weighted above that floor, and position is the dominant row, as we’ll see. 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 Row 1: Coverage is the entry ticket, not the destination Coverage in one sentence: Go deep enough that nothing’s left to add, cover every adjacent angle, and bring a perspective nobody else has. Coverage describes the content itself. Depth is vertical exhaustiveness and is often underestimated. Breadth is the horizontal range across subtopics and adjacent areas. GÜBÜR’s topical map concept is the engineering discipline that makes breadth systematic rather than accidental. Original thought is the dimension that is almost always overlooked. Pushing the boundaries of a topic is what makes your coverage non-interchangeable. An entity that covers a topic with perfect depth and breadth but says nothing new is an encyclopedia: comprehensive, correct, and structurally identical to any other comprehensive source. That’s an advantage that you will lose over time since it will become prior knowledge in the training data of the AI sooner or later. You’re no longer needed and won’t be cited. Original thought is the key to retaining the attention of the AI — a new framework, a novel angle, and a perspective no one else has articulated is a good reason to come back again and again, and ultimately cite. Importantly, original thought doesn’t require being revolutionary, nor do you need to be original on every page. Often it will be as simple as a fresh way of framing a familiar concept. Define your brand’s specific perspective on specific vocabulary. When done properly, that’s enough. There are two kinds of original thought, and they carry different risk profiles. Reframing connects two existing validated truths that nobody has explicitly joined before. Both components are already corroborated; the system can verify them independently, and the originality lives in the framing. True invention is different. There’s nothing for the system to cross-reference and nothing that’s already established to anchor the new claim. The result is that you look fringe until the world catches up. The window between being right and being recognized can be long and uncomfortable, and to take that risk credibly, you need absolute conviction not only that you’re right, but that you’ll be proven right, and the patience to survive looking wrong in the meantime. The reframe carries a fraction of that risk: the source truths are already verifiable, so the connection is credible from the moment it’s published. Row 2: All architecture decisions begin with source context Architecture in one sentence: Write sentences clearly, make your content flow in a logical manner, and link intelligently. The three cells in the architecture row are GÜBÜR’s terms, and I’m using them as he defined them. Source context determines everything that follows: The publisher’s angle. The identity and purpose that shapes what the topical map should contain. How the semantic network should be constructed. GÜBÜR’s insight that a casino affiliate and a casino technology provider need fundamentally different topical maps for the same subject captures the principle: structure follows identity. Topical map is the structural design of the content: core sections and outer sections, which attributes become standalone pages and which merge together, the direction of internal linking, and the identification and elimination of information gaps. Semantic network is the interconnected execution that makes the structure machine-readable: contextual flow between sentences and paragraphs, semantic distance minimized between related concepts, and cost of retrieval optimized so that the system can extract facts without unnecessary computational effort. Good architecture makes coverage legible to the system. You can have thorough coverage that the algorithm can’t parse, and the result is the same as not having the content at all. Architecture is the bridge between what exists and what the system understands. Where architecture falls short as a complete model is that it’s entirely within what you control. It describes how to organize your own house. It doesn’t address who the neighborhood knows you as. Row 3: Position is why two equally thorough sources produce different results Position in one sentence: Be first to stake the claim, be recognized by others as the best at what you do, and do things that ensure you are the person everyone refers to when they talk about your topic. Position is the competitive layer. It’s the only row that describes the entity rather than the content. That distinction makes it the dominant row, for the same structural reason links were the dominant signal in traditional SEO: external validation at the entity level breaks ties that content quality alone can’t. Because you’re building entity reputation, the position row requires the greatest investment of resources and must be maintained over time. Because most brands are looking for quick, easy wins and are unwilling to commit to long-term investment in their position, this is where your competitive advantage lies and where you’ll see a real difference. Two entities can have identical coverage and architecture, and yet one will be treated as the authority and the other won’t. The current definition of topical authority can’t explain why. Position is the huge missing piece. Temporal position is about when you said it. The source that established a claim, coined a term, or described a mechanism before anyone else has a structurally different relationship to that topic than a source that repeated it later. GÜBÜR’s formula already acknowledges this: “Historical data” in his equation is the accumulated proof of chronological priority. First-mover advantage in knowledge graphs is an architectural phenomenon we see over and over in our data. Hierarchical position is about dominance: being recognized by others as the top voice on the topic. Primary sources, practitioners who work in the field, researchers who run studies, and experts who generate knowledge. This isn’t self-declared. Others assign it. When Matt Diggity describes GÜBÜR as “one of the most knowledgeable people” in semantic SEO, that’s a hierarchical position being conferred by a peer. Narrative position is about centrality: being the person everyone refers to when they talk about the topic. The journalist credits you, the researcher cites you, and the conference features you as the reference voice. All roads lead to Rome, and you’re Rome. The system reads these co-citation patterns and builds a picture of where you sit in the source landscape. Narrative position can’t be manufactured with first-party content. It’s earned by doing things in the world that others find worth referencing. Get the newsletter search marketers rely on. See terms. Topical authority, N-E-E-A-T-T, and topical ownership N-E-E-A-T-T — Google’s experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) framework, extended with notability and transparency — describes the credibility signals that drive algorithmic confidence and are rightly a huge focus of the industry. N-E-E-A-T-T describes inputs, not structure. Those signals don’t exist in a vacuum. They attach to an entity that the system has already understood. I made this argument in a Semrush webinar with Lily Ray, Nik Ranger, and Andrea Volpini in 2020, when we were still talking about E-A-T: entity understanding is a prerequisite to leveraging credibility signals, not an optional layer on top. The nine-cell matrix shows where each signal lands. The coverage row provides the source material for AI to evaluate your knowledge on your claimed topic. The architecture row is where your content gets classified and positioned relative to a topic. The position row is where strong N-E-E-A-T-T signals translate into a competitive advantage because N-E-E-A-T-T is an entity framework: it measures the publisher and author, not the content. Position is the entity row. Note on the diagram: It could be argued that the four gaps in the diagram are partially covered by inference. Expertise implies the knowledge to build a topical map and the depth that produces original thought. Experience implies the first-hand involvement that creates temporal priority. Transparency implies the clear structural identity that shapes a semantic network. Those arguments aren’t wrong. N-E-E-A-T-T evaluates the person primarily — what they built is an indirect signal. N-E-E-A-T-T maps onto two of the three position dimensions. Hierarchical position is, in structural terms, what Authoritativeness and expertise measure — your level of knowledge and peer recognition of your standing on a topic. Narrative position is what notability captures. The co-citation patterns that tell the system you’re the reference voice. Temporal position sits outside N-E-E-A-T-T. No credibility signal changes just because you said something first. Original thought sits outside it, too. The framework that’s supposed to reward quality has no mechanism for recognizing originality — at least not in the short term. It can reward reframing immediately, because both source truths are already verifiable. True invention only registers retroactively, once corroboration has accumulated to the point where assertion becomes position. That structural gap points to a practical problem. Most practitioners build N-E-E-A-T-T credibility as a general brand exercise — demonstrate expertise, earn trust, and accumulate signals. However, credibility without topical position is a credential without context. The fix is to audit all nine dimensions and focus your work on building N-E-E-A-T-T credibility to improve your weakest. My own situation is a good example of the difficulties of original thought: Temporal position is well-documented. Brand SERP in 2012, Entity home in 2015, answer engine Optimization in 2017, the algorithmic trinity and untrained salesforce in 2024, and now assistive agent optimization in 2025. The chronological priority is established and verifiable. Hierarchical position has partial coverage. I’m recognized within specific circles as the reference voice on brand SERPs and algorithmic brand optimization, but not yet broadly enough to call it dominance. Narrative position is the biggest gap. Many people use the terms I coined, but few third-party sources cite me unprompted, and more articles on my own properties won’t change that. The fix I am implementing is doing things in the world that others find worth referencing: keynotes, independent collaborations, corroboration with partners, and articles like this one. This is why crediting GÜBÜR for source context, topical map, and semantic network is intentional. Accurate attribution from a credible source builds the narrative position of the person being credited (GÜBÜR), and giving credit accurately signals to the system that my own claims are likely to be equally well-founded. Crediting well is a position signal, and it’s one most practitioners consistently underuse. My take is that citing the original source is the same as linking out. People resisted for years to protect the mysterious “link juice,” but it’s now accepted that linking out to provide supporting evidence is worth more than the PageRank cost. The same logic applies to citations: the value it brings you is greater than the loss. This article is itself a demonstration. GÜBÜR’s architecture framework is validated and extensively corroborated. The AI engine pipeline argument runs across the previous eight articles in this series. The nine-cell connection is new. For the original thought in this article, I’m using the safer form of original thought: the reframe-cite-and-add technique. I invite you to do the same. Recruitment (Gate 6) is where position determines the winner Article 8 in this series covered annotation (Gate 5) — the gate where you’re alone with the machine, where the system classifies your content based on your signals alone, and with no competitor in the frame. Annotation is the last absolute gate. From recruitment onward, you’re always being compared with your competition. So, recruitment (Gate 6) is where the game changes. Every source that reaches recruitment has cleared the infrastructure gates and survived annotation (hopefully in a healthy, competition-ready state). Now the system is selecting between candidates, and it’s selecting based on relative standing, not absolute quality. This is the moment the entire matrix resolves into a single question: when the algorithm culls candidates at the recruitment gate, is your entity’s position strong enough to be one of the survivors in that selection? In my three-by-three topical ownership grid, coverage gets you into the candidate pool, architecture makes the system confident it understands your content, and position determines whether it picks you ahead of the competition. Coverage and architecture are content rows. They describe what you published. Position is the entity row. It describes who published it. At recruitment, the system evaluates the content, and selection is heavily influenced by its assessment of the entity in the context of the topic. You can rewrite the content, but you can’t quickly rewrite who you are. Darwin described natural selection as the mechanism by which organisms best adapted to their environment survive. An entity that occupies a strong position is an entity best adapted to the system’s selection criteria: temporal priority, hierarchical standing, and narrative centrality. The system isn’t being arbitrary when it selects one well-structured, comprehensive source over another equally well-structured, equally comprehensive one. It’s selecting the entity best adapted to the query’s requirements, and best adapted means best positioned, not best written. The signals behind each row have never been equally weighted, and entity is the clearest illustration of that. In traditional SEO, inbound links were the dominant signal. They could sometimes overcome very weak criteria and were almost a guarantee of victory when all other signals were roughly equal. That dominance gradually diminished as links became one signal among many, table stakes rather than differentiator. Entity has followed the inverse trajectory. It began as a minor signal with the introduction of the knowledge graph and knowledge panels, and has grown steadily in structural importance ever since. N-E-E-A-T-T attaches to an entity. Topical ownership attaches to an entity. Agential behavior requires a resolvable entity to function. Co-citation and co-occurrence patterns are only meaningful when the system has an entity to attach them to. The AI engine pipeline stalls at the annotation stage (Gate 5) without a resolved entity. That gate is entity classification, and everything downstream depends on it. Brand SERPs, Knowledge panels, and AI résumés are entity constructs. Without a resolved entity, they don’t exist in a meaningful way. The future will be more entity-dependent, not less, and the gap between brands that have invested in their entity and those that haven’t will compound. Entity is no longer simply a signal. It’s the substrate that other signals require to operate, and the most important single investment you can make in your long-term search and AI strategy. To update a common saying: the best time to start was 10 years ago, the next best time is today, and the time it won’t be worth starting is tomorrow. 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 Topical ownership requires all nine cells, all three rows Topical ownership is the state where an entity dominates all nine cells of the matrix for a given topic. Not just comprehensive, not just well-structured, but the entity others reference when they write about the subject — ideally the one that got there first, and the one peers defer to by name. Coverage tells the system you’re eligible. Architecture tells the system you’re legible. Position tells the system you’re the right answer. The industry has been actively optimizing for six of those nine cells. Understandability work builds the entity. N-E-E-A-T-T builds credibility. But the position row — the one that determines who wins at recruitment — has been built largely without intent. Practitioners accumulate N-E-E-A-T-T signals as a general credibility exercise and assume that covers the entity layer. Position requires deliberate engineering of temporal, hierarchical, and narrative standing on specific topics. Being intentional about all nine, knowing which row each piece of work serves and why, is where the competitive advantage lives now. Simply becoming conscious of the grid and the three rows will make your topical ownership, SEO, and N-E-E-A-T-T work more purposeful across all nine cells, because you will implement each signal with specific intent rather than general ambition. The brands AI consistently recommends aren’t just covering their topics well. They own them. This is the ninth piece in my AI authority series. The first, “Rand Fishkin proved AI recommendations are inconsistent – here’s why and how to fix it,” introduced cascading confidence. The second, “AAO: Why assistive agent optimization is the next evolution of SEO,” named the discipline. The third, “The AI engine pipeline: 10 gates that decide whether you win the recommendation,” mapped the full pipeline. The fourth, “The five infrastructure gates behind crawl, render, and index,” walked through the infrastructure phase. The fifth, “5 competitive gates hidden inside ‘rank and display’,” covered the competitive phase. The sixth, “The entity home: The page that shapes how search, AI, and users see your brand,” mapped the raw material. The seventh, “The push layer returns: Why ‘publish and wait’ is half a strategy,” extended the entry model. The eighth, “How AI decides what your content means and why it gets you wrong,” covered annotation — the last gate where you’re alone with the machine. Up next: “The methodology that forces the right build order: Why the machine requires you to start at the bottom of the funnel.” View the full article

A reader writes: I work at a feminist tech company. Our app is focused on sex and intimacy. We’re a very small team, primarily remote, but every month we have an in-person get-together and workshop. The issue is with the CEO of the company, who also oversees all the engineers. I’m not an engineer and I don’t report to him, but I am in a director role and the nature of my job does mean that I have to talk to him a lot. For the most part, I respect this man professionally. I think he leads the engineers well, and he takes my advice seriously when it’s about something I’m clearly the expert in. However, he’s a chronic over-sharer, discusses things that make me uncomfortable, and most recently, after I’ve told the company I’m expecting a child, has started giving me unsolicited birth and parenting advice. I’m writing this the day after he started telling me about the benefits of home birthing over hospital birthing, which I felt was a step too far — no matter what your stance is, it feels very out of bounds to weigh in on your employee’s birth plan when she didn’t ask! The first time we met in person he told me about the problems in his marriage and his ethically non-monogamous / swinger lifestyle. He also makes dirty jokes (admittedly to everyone, not just to me!), and yesterday also told me about the softcore “porn with plot” books he enjoys reading. I know we work on a product that is related to sex, so some of these have come up in a way that was at least vaguely related to a work discussion. But I haven’t found that anyone else in the company takes the conversation to uncomfortable places quite as often. We all make jokes and have a pretty convivial vibe (which I like!), but it’s starting to get out of hand. I do find his personality in general just not to my taste, which I worry colors my experience of him, and I also recognize that I’m generally more reserved and less “free” — I don’t like discussing my sex life or bodily functions even with my friends, I’m not somebody who enjoys physical contact, and, while I’m super excited for the baby, I’m just not the kind of person who enjoys discussing symptoms / supplements / birth / etc. with anyone, let alone the CEO of my company! I have made it pretty clear (in my opinion, at least) that I am, for lack of a better word, a “prude” and clarified that I wasn’t really the kind to talk about my pregnancy at work, but it hasn’t stopped. I look visibly uncomfortable when these things happen, but that doesn’t put a stop to them. Most of my exposure is limited to these monthly in-person events, but it’s wearing on me. He’s open about being neurodivergent, and he takes criticism really personally. I’ve seen him get extremely touchy when someone gives feedback on the app or disagrees with him in a meeting. The people I’d otherwise complain to — those I work with directly and my manager (who is also our sole HR person) — are extremely close with him. Some are even family. It feels like it isn’t an option because of the years-long personal relationships they have. I love my job. I really love the company’s mission, I like the team I work with. Being fully remote is an absolute godsend which means I’ve been able to move closer to my family and enjoy sunny weather all year round, I am paid well, and I find my work really fulfilling. This isn’t a bridge I want to burn, or a job I want to leave. I’m keen to set some boundaries, but I’m nervous about the fallout, and have really no sense of how to at this point! I wrote back and asked, “When you told you him you didn’t want to talk about your pregnancy at work, do you remember exactly what you said? And what did he say in response?” Admittedly, I was way lighter than I wish I’d been in hindsight. I’d told him and my manager because they were senior leadership, and I wasn’t keeping it a “secret” anymore at all (I’m six months along, so really starting to show anyway). He mentioned me “having a child soon” loudly enough in a small group setting that I felt a little obliged to share and say, “I’m having a child,” etc. (this was a little annoying, but I did tell him that it was okay to let people know and not treat it like a secret, so that’s on me). When people started congratulating me, I took the opportunity to say, “Thanks so much — I’m really excited! Although I’ve really learned about myself that I find talking about it quite embarrassing, haha.” I can’t remember whether he reacted specifically because this was said to the group, but he launched into full pregnancy stuff straight afterwards, asking me about cravings and recommending a supplement for thrush (?). Regarding the other stuff, I know he knows it makes me uncomfortable because 1) I say stuff like, “Oh, I’m just quite prudish, isn’t that ironic given our industry” a lot and 2) he’s poked fun of me for tuning out during an extended dirty joke bit a few of my colleagues were doing. Okay, yeah, I think you were not really as direct as you’ll need to be with him. He’s not picking up on “I find it quite embarrassing to talk about” (whether that’s pregnancy, or describing yourself as “prudish” about sexual humor or so forth) or uncomfortable looks and is going to need you to say, more or less, “Please do not do this.” Specifically, the next time he crosses boundaries about pregnancy and birth, say this: “I really don’t want to talk about it at work, thank you for understanding.” And if he continues: “I’m sorry if I wasn’t clear — this topic is completely off-limits for me at work. I am just not comfortable with it and need to change the topic.” Similarly, if he ever again says anything about problems in his marriage or his non-monogamous relationships or swinging (!) or the soft porn he likes to read, say, “I need to stop you there — this is way too personal and I am not comfortable hearing it at work.” The next time he makes a dirty joke, say, “I really don’t like hearing dirty jokes at work. Please don’t make them around me.” I know you’re worried because you’ve seen him react badly to criticism, but (a) this isn’t criticism; it’s you setting a boundary about what discussions you will have at work and (b) because hints haven’t worked, a direct “I’m uncomfortable; please stop” is the only effective way to deal with it. If he’s otherwise a decent guy, he might be embarrassed in the moment or even feel stung, but that’s okay and he will get over it. If he gets angry or holds it against you, then he’s really not a decent guy and it’s better to get clarity on that sooner rather than later anyway. You might also consider confiding in some of the people you put in the category of “people I’d complain to if they weren’t so close to him.” It doesn’t need to be a formal complaint (although you certainly have standing for it to be); it could simply be, “I’m really having trouble with this and wonder if you can back me up when those topics come up.” If you frame it in terms of asking for their help, it might be pretty effective … and if they’re close to him, they likely know he’s like this and know it doesn’t land well with everyone. The fact that they’re close could actually make them more comfortable helping to manage this aspect of his work behavior once they know there’s a need to. (Or, of course, it might not — but it’s a reasonable thing to ask for advice on and for help with, and it shouldn’t blow up your relationships there unless this company is so dysfunctional that the relationships aren’t especially worth saving anyway.) You can do all of the above despite working on a product that’s related to sex. When your work intersects with sex in some way, it does mean that there will be more sex-related topic in your office than there otherwise should be — but it should be work-related sex talk, and this is not. The post my boss overshares, makes sex jokes, and gives me unsolicited birth advice appeared first on Ask a Manager. 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. A regular fan works fine until you want to move it somewhere without an outlet, but the Shark FlexBreeze is built for that gap between indoor and outdoor use. It’s currently listed on sale for $79.99 on StackSocial in Grade-A refurbished condition. In practical terms, that means it’s pre-owned but tested to work like new, and shows little to no visible wear. This is the 2024 UH205 model with a weather-resistant build that can handle a patio, garage, or backyard setup. And, at 13.78 inches wide and just over 37 inches tall in pedestal mode, it’s compact enough for most spaces and weighs about 12.2 pounds, so moving it around isn’t a chore. The main appeal is that it can run cordless. On a full charge, its built-in lithium-ion battery can last up to 24 hours on low speed, about six hours on medium, and roughly two hours on max. Charging takes around six hours. You can also plug it into a standard 110-volt outlet with its roughly six-foot cord and run it continuously while charging. In real use, that means you can bring it outside for dinner, a small gathering, or even a power outage without hunting for an extension cord. Shark says airflow can reach up to 70 feet, which means it can push air across a large patio. The Shark FlexBreeze has five speeds, two natural breeze modes that automatically vary airflow, 180-degree oscillation, and a 55-degree tilt to aim it where you need it. Another practical feature is the convertible design. With a simple adjustment, it switches from a full-height pedestal fan to a tabletop fan. That means it can sit next to a couch one day and on a patio table the next. Of course, this isn't a replacement for air conditioning in extreme heat, but it can definitely make warm spaces more tolerable. Our Best Editor-Vetted Tech Deals Right Now Apple AirPods Pro 3 Noise Cancelling Heart Rate Wireless Earbuds — $199.99 (List Price $249.00) Apple iPad 11" 128GB A16 WiFi Tablet (Blue, 2025) — $299.00 (List Price $349.00) Apple Watch Series 11 (GPS, 42mm, S/M Black Sport Band) — $299.00 (List Price $399.00) Fire TV Stick 4K Plus Streaming Player With Remote (2025 Model) — $29.99 (List Price $49.99) Amazon Fire TV Soundbar — $99.99 (List Price $119.99) Blink Video Doorbell Wireless (Newest Model) + Sync Module Core — $35.99 (List Price $69.99) Ring Indoor Cam (2nd Gen, 2-pack, White) — $59.98 (List Price $79.99) Deals are selected by our commerce team View the full article

We may earn a commission from links on this page. Kindles aren't the type of device you need to upgrade every couple of years. Because many of these e-readers are such simple devices, they can easily last more than a decade on their own. In fact, there are Kindles from the early 2010s still going strong. The problem with making your Kindles last isn't hardware; it's software controlled by Amazon. Amazon recently announced that starting May 20th, 2026, they are planning to stop supporting Kindle devices that were released in 2012 and earlier. It's not just software support that Amazon is dropping, either: These devices will no longer be able to access the Amazon store to download, purchase, or borrow books—effectively leaving them in limbo. Amazon wants you to buy a new Kindle, which you could consider if you want something that will run the way you're used to. But it's not your only choice. Instead, you can jailbreak your Kindle and get it out of Amazon's control. Amazon Kindle Paperwhite (2024) $159.99 at Amazon Shop Now Shop Now $159.99 at Amazon Why you should jailbreak your KindleJailbreaking your Kindle essentially means installing a custom operating system with extra features. One popular choice is KOReader, a simple yet feature-filled document reader that supports a number of formats. Once your device is jailbroken and loaded up with new software, it will feel like you're using a new device. Kindle's store will be gone, as will the ads, and you'll be left with a streamlined reading experience. Using KOReader, you'll also be able to read ePub ebooks natively on the Kindle, without the need to convert them to Kindle's Mobi format. You'll have to sideload the books, which means you'll get them from external sources, but you can do so wirelessly using a ebook management app like Calibre. This can put you in murky legal territory, but there are ways to purchase sideloaded books legally. A jailbroken Kindle also has a lot of customization options. You can load up custom fonts, customize the home screen, and add extra features like a book map, which shows you a visual representation of your journey through a book. Before you take these steps, you should be aware of the risks. For older devices, the first step to jailbreaking is a factory reset. Any data you haven't backed up will be lost in the process. When you jailbreak, there's also a risk that you will brick your device, which may leave it stuck at the booting screen, or without the ability to turn on. If this happens, it might be difficult to bring your Kindle back to life. Finally, jailbreaking your Kindle requires downloading unofficial software from forums, which puts you at risk of malware and other malicious intentions. The forums linked in the guides below are popular, and users don't typically report issues, but be warned: jailbreaking comes with risks to your device and your data. Jailbreak your Kindles with these resourcesIf you're using an older Kindle, and it's running anything below firmware 5.14.2, you will have to use the WatchThis jailbreak method. This includes all older Kindle models that Amazon isn't supporting anymore. This can be complex, so if you fall into this category, follow David Gewirtz's excellent guide on our sister site ZDNet. The thing is, jailbreaking isn't limited to older Kindle devices. If you have a relatively modern Kindle, you can still jailbreak it and get the benefits of running ad-free KOReader software. Given the fact that Amazon no longer lets you download the books you already own to your computer, there's an incentive to go the jailbreak route. That said, this will only work if you're running firmware 5.18.6 and below. As of writing, the latest Kindle firmware update is 5.19.2. If your Kindle auto-updated to this version, you are out of luck. Go to Settings > Device Options > Device Info to check your firmware version. If you're running the older version, you can use the WinterBreak jailbreak from Kindle Modding to jailbreak your Kindle. Kindle Modding has a detailed guide, with step-by-step instructions and screenshots for each step. Again, this comes with the same risks as above, but if you're jailbreaking a newer Kindle, you may void your warranty as well. Proceed with caution. Credit: KindleModding View the full article

Given the barrage of brands competing for your attention, some days it can feel as if the only time one can reliably expect to escape the desperate frenzy of consumerism is while asleep. However, as You Need This, the new documentary from Academy Award-winning producer Adam McKay’s Yellow Dot Studios reveals, a lot of corporations are hoping to break into that last safe haven as well. Weaving together several threads, the film, which debuted April 7 on Apple TV and Prime Video, traces Americans’ love of shopping back to our colonial past and connects it with the rise of fast fashion—all in service of a broader story about the current economic system and the catastrophic consequences the entire planet bears because of it. Even among a nearly 90-minute collection of vignettes about manufacturing needs and constant stimulation, though, the section about how brands are using recent research to incept ads within their target demo’s dreams stands out for its reckless goal of gaining entry into the most intimate of private spaces. It’s perhaps the most striking aspect of a stomach-churning tour through the excesses of unconstrained consumerism. “Publicly traded companies are by legal definition and requirement completely amoral,” McKay tells Fast Company. “They want only one thing, to raise their stock price, and the public good and common decency are just obstacles to be overcome or spun in that quest.” From dreams to capitalist nightmare Cognitive scientist Adam Haar Horowitz was doing research at MIT in 2020 when made an incredible breakthrough—Targeted Dream Incubation. By pairing a glove-like sleep-tracking device with software that allowed him to interact with a subject in the early phases of sleep, he found he could use audio cues to guide someone toward specific topics in their dreams. A follow-up study revealed that people who dreamed about a prompted topic through targeted incubation performed better at creative tasks related to that topic than those who didn’t. “Sleep touches every cognitive process we have,” Haar Horowitz says. “I wanted to know what happens when you touch it back.” Another result of the initial study, however, took Haar Horowitz by surprise. Brands immediately began clogging his inbox, seeking to use his team’s research toadvertise inside people’s dreams. Although the scientist turned down every offer that didn’t stop beer conglomerate Molson Coors from devising an experimental dream ad pegged to the 2021 Super Bowl. The company partnered with Harvard psychologist Deirdre Barrett to create a dream incubation stimulus about Coors beer. A group of 18 volunteers watched a film featuring shimmying beer cans before sleeping, three times in a row, then listened to an audio component throughout their eventual slumber. According to Coors’s social video about the experiment, five out of 18 subjects reported Coors-related dreams. (Later, the company made the video and audio materials publicly available for anyone interested in trying to replicate the results.) To further publicize the “Big Game Commercial of Your Dreams,” Coors persuaded pop idol Zayn Malik to try the experiment on Instagram Live. If Molson Coors’ data is accurate, their efforts to put an ad in these volunteers’ dreams had a success rate of roughly 28%. That data might be more compelling, however, if Coors had managed to make the same percentage of participants dream about Coors without undergoing the involved viewing and listening process. Still, the results gave Haar Horowitz pause, even before factoring in the role dreams play in relapse and substance disorder. “Sleep isn’t downtime. It’s processing time,” the scientist says. “If you seed the input, you shape the output. That’s beautiful for therapy and creativity; it’s dystopian for advertising.” See you in your dreams If the message of You Need This could be boiled down to a single point, it’s this: In consumer capitalism, enough is never enough. That inescapable focus on excess is part of why Haar Horowitz is convinced brands will build on his research in the near future to streamline the dream incubation process. “The Coors experiment needed willing participants in a lab. The next version won’t,” he says. “It’ll be a terms-of-service checkbox nobody reads.” The film’s director, Ryan Andrej Lough—himself a veteran of the advertising industry—sees the current dearth of regulation as making the idea of a more efficient dream-commercial practically inevitable. “There’s a ton of regulation against advertising and against digital use and AI in Scandinavian countries,” he says, “and within the U.S., there’s almost no regulation or pushback against any of it.” Haar Horowitz, for his part, has pushed back where he can. After Coors unveiled its dream ad, he teamed up with over 40 fellow sleep scientists to pen an open letter broadly urging policymakers to implement regulations on brands interfering with sleep. “The alternative,” he says, “is that your Alexa starts moonlighting as a dream advertiser and you find out when you wake up craving a product you’ve never bought.” View the full article

You’re scrolling Netflix at 10 pm, exhausted. You don’t read a single review or check Rotten Tomatoes. You pick the thumbnail that catches your eye: a face, a pose or gesture, a moment that sets the expected tone of the movie. Now contrast that with the last time you bought a car, or researched a medical diagnosis, or tried to understand a ballot measure you actually cared about. Different mental gears entirely. That difference has a name: the Elaboration Likelihood Model. Developed by Richard Petty and John Cacioppo in the 1980s, the ELM explains how people process persuasive information differently depending on their motivation and ability to think critically. “Elaboration” refers to the mental effort invested when considering a message. The model describes two routes that effort can take. The central route involves careful evaluation based on logic, evidence, and argument. The peripheral route relies on superficial cues — the attractiveness of the person talking, the length of the message, the right endorsements. Central route processing tends to produce more durable, resistant attitude change. Peripheral route processing tends to produce quicker, more temporary shifts. We all use both of these decision routes all the time. The key factors are motivation and ability. When a topic feels personally relevant and you have the time and knowledge to engage with it, you’re more likely to take the central route. When you’re pressed for time, emotionally overwhelmed, or the topic just doesn’t feel urgent, the peripheral route takes over. Choosing a mobile phone Central route: Researching specifications, reading reviews, comparing features against your actual needs. Peripheral route: Everyone in your circle uses this brand. Choosing a movie on Netflix Central route: Reading reviews, watching trailers, considering the director or genre, with extra calculations if you’re watching with kids or a partner. Peripheral route: That thumbnail is a winner. Choosing a political candidate Central route: Investigating policy positions, watching long-form discussions, reading their work, researching their financial backers and lobbyist connections. Peripheral route: This one has the correct party letter beside their name. Choosing a street design Central route: Analyzing surrounding land use, comparing traffic safety outcomes, studying how similar designs performed elsewhere. Peripheral route: This one has bike lanes. Two earlier figures cast a long shadow over how we think about persuasion. Walter Lippmann, the father of modern journalism wrote in the early 20th century that people are limited in their ability to engage with complex public issues. The sheer scale and complexity of modern society means most people rely on mental shortcuts (stereotypes, prior assumptions, secondhand impressions) to form opinions. Lippmann set the stage for… Edward Bernays, Freud’s nephew and the father of modern public relations, who took a harder-edged view. He argued that people are driven primarily by unconscious desires and emotions rather than reason, and that experts needed to manage public opinion. He openly acknowledged that public relations could be used for good or ill, depending on the values of whoever was wielding it. He mostly assumed those people would be his clients. Where Lippmann and Bernays tended to treat people as fixed in their cognitive tendencies, the ELM recognizes that the same person can engage deeply or superficially depending on context. Where Bernays saw persuasion as a one-way transmission from expert to audience, the ELM frames it as a dynamic interaction shaped by source, message, and audience together. What this means for urbanism The goal of community engagement isn’t always the same. Sometimes you’re trying to educate an audience. Sometimes you’re asking them to choose between two design options. Sometimes you’re trying to build lasting support for a long-term policy shift. The ELM central route will produce more lasting and consistent attitude change, but it requires an audience that’s motivated and equipped to engage. That means translating complex subject matter into digestible talking points, connecting new information to things people already care about, and being able to meet people at varying levels of knowledge. You’re the dot-connector. The burden of accessibility is on you, not them. The peripheral route gets faster results, but they’re more fragile. Credibility signals, visual design, trusted messengers, and social proof all matter, especially with audiences who don’t have the background or bandwidth to evaluate technical arguments on their merits. Both routes require storytelling. For the central route, storytelling makes information memorable, like vivid mental images, emotional resonance, and concrete examples that anchor abstract arguments. For the peripheral route, storytelling builds presence and credibility with people who are making fast judgments about whether to trust you at all. Our instinct is to judge anyone who relies on mental shortcuts. But it’s human nature and we all do it. The ELM isn’t a critique of how people think, it’s a candid description of it. Once you accept that, you can start communicating with people instead of talking past people. View the full article

OpenAI is trying its best to turn ChatGPT into an app platform, so you can access apps such as Adobe Photoshop, Canva, and Apple Music right inside the AI chatbot interface—and now Tubi has arrived as the first video streaming app to be available in ChatGPT. You can't load up actual movies and TV shows from the ChatGPT prompt box, but you can search for titles that you might enjoy, and see what's available in the Tubi library. The idea is that you're never stuck for what to watch next: Tell ChatGPT and Tubi what you're looking for, and you'll get personalized results back. As a keen watcher of films and shows, I was eager to put it to the test as soon as it became available. What Tubi can do inside ChatGPTYou can find the Apps portal from the left-hand navigation pane inside ChatGPT on the desktop or on mobile: Search for the Tubi app, click Connect on its listing page, and from then on it'll be available through the + (plus) menu in the ChatGPT prompt box. You can also access it with a "@tubi" mention in any of your prompts. First up I asked what to watch next if I'm a fan of classic action thrillers like The Fugitive and Crimson Tide, and Tubi delivered: Its selection of titles like Enemy of the State, No Way Out, and US Marshalls (the lesser-known sequel to The Fugitive) were pretty much spot-on, and covered a lot of other similar films I've already seen and enjoyed. The Tubi app inside ChatGPT. Credit: Lifehacker Tubi can tap into user ratings, too. I asked about the highest-rated TV shows of the 2020s, and it served up pretty obvious picks like Severance, Succession, and Andor. None of those, however, are available on Tubi—I got several Tubi catalog "access errors" when using the ChatGPT integration, and when they occurred, the service would just fall back on more general recommendations. I wanted to see if I could get Tubi to recommend Drive (which is available on the platform), so asked for a "cool, 2011 thriller based on a book and set in Los Angeles." Maybe that was too many clues, but it did indeed get the film I was looking for—showing that ChatGPT and Tubi do have access to enough accurate metadata to find picks like this. Tubi's recommendations were generally good ones. Credit: Lifehacker I also asked for "classic TV period dramas" to see if Tubi would come back with anything I hadn't heard of before. The recommendations were rather limited, and I didn't discover anything new that I particularly wanted to watch, but given that the AI is working within the confines of the Tubi library, the results were all acceptable. You don't only have to use Tubi inside ChatGPT for recommendations. You can also ask to see what's trending on the platform at any given time, or test your knowledge of TV shows and movies by playing the Tubi trivia game: Just ask to "test my movie knowledge" (or something along those lines) to launch it. The pros and cons of an AI searchThere's something appealing about being able to search for "a dreamy 2000s movie suitable for adults and teenagers with a reflective, wistful vibe" rather than just scrolling through a thousand titles in the "drama" category. That's the kind of nuance and natural conversation that AI bots now offer, with or without Tubi (and it came back with Lost in Translation, which is a pretty good fit). You can run these searches in standard ChatGPT, though the Tubi integration lets you narrow down the focus to titles you'll actually be able to stream on the free platform—and if you specifically want to see something on Tubi, then it's a handy way of filtering your selection right away, without any additional steps. You can also ask about what's trending on Tubi. Credit: Lifehacker I could see myself turning to a recommendation tool like this again in the future, but I'm still not completely convinced. Sure, ChatGPT and the other AI bots always sound convincing, but that's by design: They're not going to admit they haven't got any relevant picks, and will always serve up something, no matter how closely (or not) it matches what you're looking for. Ultimately, the AI models ChatGPT and Tubi are relying on haven't seen any movies or TV shows, or sat in a movie theater, or felt emotion of any kind. Whether you're plugging your requests into this new Tubi tool or scrolling through the "recommended" bar on any streaming service, you're relying on algorithms and metadata. Some results will be limited by what's available on Tubi. Credit: Lifehacker It's not the same as asking a trusted friend or relative for a recommendation—or indeed reading a recommendation from a human, who has actually lived through some of the experiences they're seeing on screen. I worry that AI might be making our movie and TV show watching more flattened and generic with its recommendations—in the same way that it generates flattened, generic text and artwork—so while I'll probably fire up Tubi inside ChatGPT again in the future, I'll always keep human recommendations in the mix. And I'll still scroll for 20 minutes for hidden gems—inefficient as it may be, serendipity is how I've found some of my favorite movies. View the full article

Here is a recap of what happened in the search forums today...View the full article

Despite all the shiny new capabilities at our disposal, many professionals seem stuck in a cycle of “AI Groundhog Day.” You open a chat window, carefully craft a prompt, paste in your context, and get a great result. An hour later, you do it all over again. If this is how you use AI to automate, you’re still doing manual work — you’re just doing it in a chat box. To move from using AI to building with it, you need to shift from a human doer to a true human orchestrator. That means stopping one-off prompts and starting to build systems. In this new phase of AI automation, what you really need are AI skills. I explore this shift in my new book, “The AI Amplified Marketer,” where I look at how the human element of marketing remains vital even as new AI tools and shifting expectations evolve at a breakneck pace. Below, I’ll show how to use Skills, a newer AI capability, to make you more efficient when managing PPC. What’s a Claude Skill? While many marketers have used ChatGPT’s Custom Instructions to set a general approach for how their AI works, a Skill is a more rigorous definition of how the AI needs to do things. These instructions can help it deliver more predictable outcomes that fit your expectations. For example, I recently used a standard chat to rate search terms. While the AI’s logic was sound, the output was inconsistent: one session returned letter grades, another gave a percentage out of 100, and a third used a 1-10 scale. In a professional setting, this inconsistency is a problem. It makes it difficult to integrate that prompt into a larger workflow where unpredictable grading might confuse other tools or team members. A Skill solves this by providing a reusable set of instructions. It defines which tools and logic to use for a complex task and ensures the results are formatted exactly the same way every time. It’s what turns the AI from a temperamental assistant into a reliable professional teammate. And thanks to more recent agentic capabilities in Claude, a Skill is like turning your best multi-step PPC playbook into something an AI can execute on demand by delegating the various tasks to the right tools and subagents. Whether it’s your agency’s proprietary account audit checklist or your framework for mining search query reports, a Skill encodes that process. It turns your PPC expertise into a scalable system that anyone on your team can use with their AI. Dig deeper: Agentic AI and vibe coding: The next evolution of PPC management 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 How to build your first AI Skill Creating a Skill is more straightforward than it might sound and you can do it through a simple chat session with your AI. Provide an account audit checklist, a standard operating procedure (SOP) from your team, or a blueprint to Claude. You can then ask it to convert that process into the formal structure of a Skill. Interestingly, when you ask Claude to help build a Skill, it uses a specialized Skill-building protocol. This ensures your final output is structured correctly, follows best practices, and remains consistent with Anthropic’s underlying architecture. Technically, a Skill is saved as a Markdown (.md) file that contains the playbook for the task at hand. This file can be stored locally on your computer if you’re concerned about data privacy. Alternatively, you can share it in a central cloud repository. This makes it easy for your team to update and deploy best practices across your entire organization. You don’t have to start from zero. Many pre-built Skills are available on platforms like GitHub. You can find examples for various marketing tasks, download them, and adapt them to fit your specific needs and workflows. How to use a Skill in PPC To use a skill, first make sure there are some available in your account. Then, just tell the AI the task you want to do. The AI will look through connected Skills and, if it finds one that matches the task, it will use those instructions to perform the work. Sidenote: This means it is important not to have competing skills in your account. Imagine what could go wrong if you did: with two skills that both do Google Ads audits, you lose the predictability a Skill was supposed to give you in the first place, because it may randomly pick a different one and do the work in different ways as a result. Dig deeper: Agentic PPC: What performance marketing could look like in 2030 PPC Skills need real-time data A Skill provides powerful logic, but without access to live account data, it remains theoretical. A Skill can define an analysis, such as “review search terms from the last 14 days with costs over $50 and zero conversions.” However, it doesn’t know how to pull that data from Google Ads on its own. In the past, the workaround was to manually download static data, like a CSV from the Google Ads interface or a Google Ads Editor file. You would then feed this file to the AI as context. This works, but it’s slow, manual, and the data is outdated the moment you download it. A more modern approach uses a Model Context Protocol (MCP) to connect your AI and its Skills to other systems, such as live data sources. For example, using the Optmyzr MCP, your Skill can dynamically pull the exact Google Ads data it needs, when it needs it. This connection turns a static set of instructions into a living, responsive tool. (Disclosure: I’m the cofounder and CEO of Optmyzr.) How Skills tell AI how to do things, and how tools and MCP enable it to do those things more reliably Dig deeper: From scripts to agents: OpenAI’s new tools unlock the next phase of automation Get the newsletter search marketers rely on. See terms. From grunt work to system oversight Combining a Skill with a tool like an MCP is where the real transformation happens. Your AI moves from being an assistant that requires constant direction to a system that can manage a process. It transitions from giving you ideas to executing your vision. Let’s look at a common PPC task: Task: Search Term Analysis to Eliminate Irrelevant Clicks A Skill without tools is a task-oriented assistant: It might instruct you: “Paste in your search term report as a CSV, and I will identify potential negative keywords.” You’re still the one doing the grunt work of retrieving data and implementing the findings. A Skill with tools acts as a junior manager for that specific process: It can be configured to: “Pull the search term report for the last 7 days via the MCP, identify terms with high spend and no conversions, and apply them as exact match negatives to the appropriate campaign.” The entire workflow is handled, and your role shifts to one of oversight. When you combine structured logic (Skills) with live data and execution capabilities (tools), you’re building more than a chatbot; you’re building a reliable teammate. It’s a grounded, practical system that handles defined tasks, freeing you up to be the orchestrator of your strategy. Dig deeper: Scaling PPC with AI automation: Scripts, data, and custom tools 4 PPC Skills you can build today To move from theory to practice, let’s look at four concrete examples of PPC Skills. In each case, notice how connecting these Skills to live tools transforms the AI from a passive analyst into an active participant. 1. Search term mining This Skill’s logic guides the AI to analyze a search query report to find wasted spend and opportunities. Without tools: You provide a CSV. The Skill returns a structured list of recommended negative keywords and new keyword ideas. You have to implement them manually. With tools (MCP): The Skill automatically pulls the latest search query report data, identifies the negative keywords, and uses a tool function to apply them directly to your Google Ads account. 2. Ad copy generation This Skill takes a landing page URL and target keywords to generate ad copy variations based on value propositions and user intent. Without tools: The Skill produces headlines and descriptions in a text format. You copy and paste them into Google Ads. With tools (MCP): The Skill finds underperforming ad assets in your account, and then generates the ad copy and pushes the new ads directly into the correct ad groups, potentially even setting up a new ad experiment. 3. Account auditing This Skill runs a predefined checklist against an account, looking for issues like missing ad extensions, campaigns limited by budget, or ad groups with low CTR. Without tools: The Skill generates a report that lists all the problems it found. You then have to log in to the account and fix each one. With tools (MCP): The Skill not only identifies that an ad group is missing a callout extension but can also apply a relevant, pre-approved extension from extensions used elsewhere in the account. It doesn’t just report the problem; it fixes it. 4. Budget reallocation This Skill analyzes campaign performance data to find opportunities to shift budget from underperforming campaigns to those with higher potential returns. Without tools: The Skill provides a recommendation, such as: “Decrease Campaign A’s budget by 20% and increase Campaign B’s budget by 15%.” With tTools (MCP): The Skill performs a dynamic analysis, pulling in exactly the right data with the appropriate lookback and time segmentation, and then executes the budget change directly, ensuring budgets are optimized as soon as the opportunity is identified. The future of your role: From PPC doer to PPC designer The combination of Skills and tools enables you to move from playing with AI to having AI do meaningful work. For years, AI has been good at generating ideas but weak at executing them inside the ad platforms. This solves the “last mile problem” by giving AI the logic, data, and permissions to act. This also signals a change in the role of the PPC professional. Your job will shift from doing the repetitive work to designing the systems that do the work. Instead of manually analyzing reports and making changes, you will spend more time designing Skills, defining the rules and guardrails for automation, and reviewing the outcomes. We’re at a point where the large language models are capable, the tools for connecting them to platforms are available, and the interfaces make it possible for non-developers to build. It’s time to rethink your processes and get AI to be a real teammate. Dig deeper: AI tools for PPC, AI search, and social campaigns: What’s worth using now 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 The end of endless prompting The cycle of endless prompting is a dead end. It keeps you in the role of a manual operator when you should be a systems designer. By embracing Claude Skills, you’re doing more than just working faster; you’re changing the very nature of your job. You’re moving from “doing PPC work” to “designing the PPC systems” that perform that work with predictability and at scale. This is the ultimate expression of the AI-amplified marketer: building a true partner that codifies your expertise into a reliable, efficient engine. The first step is to look at your daily tasks through the lens of a designer. What repetitive process is ready to be turned into your first Skill? View the full article

Last spring, when employees from Elon Musk’s Department of Government Efficiency arrived at the National Endowment for the Humanities, they used ChatGPT to decide which federally funded grants to eliminate. They typed one, simplistic prompt: “Does the following relate at all to D.E.I.? Respond factually in less than 120 characters. Begin with ‘Yes’ or ‘No.’” A documentary about Jewish women forced into slave labor during the Holocaust? DEI. A 40-volume scholarly series on the history of American music? DEI. Within two weeks, DOGE staff had flagged nearly every active award from the Biden administration and cut the National Endowment for the Humanities budget by half. This search-and-destroy approach uses artificial intelligence as an ideological wrecking ball. But we can use artificial intelligence differently. Instead of stripping communities of federal funding, we can use AI to help them access the money Congress appropriated, fulfilling congressional intent and strengthening our democratic institutions. A free platform called GrantWell does exactly that, and shows the way we should be building AI with communities in the public interest. What are federal grants? To understand what’s at stake, it helps to understand what federal grants actually include. Every year, Congress appropriates more than $1 trillion in tax dollars in the form of grants and directs them back to states, cities, towns, and communities across the country to invest in replacing lead pipes before more children are poisoned, repairing bridges before they fail, expanding broadband to rural areas the market has never reached, putting clean school buses on the road, and modernizing an electrical grid that is decades behind. The challenge of obtaining those grants often results from a lack of staff knowledgeable about how to apply. Massachusetts alone estimates that their communities are eligible for approximately $17.5 billion in federal grants, yet less than 30% of that money is successfully accessed by local governments, according to a state study. The money is technically available. Congress specifically reserved it for this exact purpose of ensuring that local governments can improve services for its constituents. But finding it, understanding it, and applying for it has become so complex that smaller communities are effectively locked out. AI for Impact: Community-centered AI in action I run a program called AI for Impact, where graduate, undergrad, and community college students are paid to take time off—think of it like a semester abroad, only in Boston and in New Jersey—to build AI-enabled products for and with government partners. Anjith Prakash and Jai Surya Kode took time out of their graduate studies in AI at Northeastern University to create the first version of GrantWell, working in partnership with Massachusetts’ Federal Funds and Infrastructure Office. We built GrantWell by listening to the communities most in need of these grants. Anjith and Jai joined the team from the Massachusetts Federal Funds and Infrastructure Office and traveled across the state, meeting with local officials, tribal representatives, and community organizations. Anjith Prakash They heard the same story from Haverhill to Barnstable: officials spending hours reading 100-page grant announcements only to discover that their town wasn’t even eligible. Deadlines missed. The applications never started. Not because communities didn’t need the money, but because they lacked the capacity to pursue it. Wealthy municipalities had consultants and dedicated grant writers. In smaller towns, one person did five jobs. When we started the project, we assumed that people would want to use AI to help with drafting. But the challenges, the team learned, started much earlier: Which grants exist? Am I even eligible? What does this requirement mean? For many smaller communities, answering those questions alone was enough to stop an application before it began. Community-centered AI means building with people, not just for them. It treats communities as co-creators, drawing on the expertise of families, caregivers, residents, and frontline workers. Those people are closest to the problems these tools aim to solve, whether the product is a grant-writing app or one that helps navigate government benefits. It starts by asking what people actually need, not what AI can do, a shift that often reveals different problems than designers initially assumed and, in our case, led to entirely new features for GrantWell. What GrantWell does So we designed GrantWell around their needs. GrantWell now aggregates federal and state funding opportunities into a single searchable database, generates plain-language summaries of dense government documents, and includes a chatbot that answers questions directly from the source text to reduce the risk of confabulation. A structured drafting workflow produces a first draft that human grant writers can refine and own. The tool is deliberately modest about what AI should do. It doesn’t submit applications. It gets people to the starting line, supporting them to do the work better for themselves. In March, the Governor of Massachusetts launched GrantWell as a free AI-powered platform on mass.gov here. To help towns and civic groups trust the tool is free, secure, and will not misuse their information, we’ve integrated it into state infrastructure and made it freely available to all, thanks to this collaboration between a state and one of its leading universities. From one to many Building on our collaboration around AI and innovation training, California, Colorado, and Rhode Island are exploring adopting the tool next, with several other states waiting in the wings. In considering GrantWell, leadership from the Colorado Governor’s Office emphasized the value of reducing barriers to entry for communities seeking grant funding to meet local needs, which will help their Federal Funds office better scale its impact across the state. There is no reason taxpayers in these states should start over, procuring and rebuilding the same capabilities that all states need, wasting limited funding, leading to wildly uneven quality and widening the gap between well-resourced governments and under-resourced ones. As we expand the GrantWell model to other states, AI for Impact Fellows are not simply replicating the Massachusetts version. We’re building collaboratively, convening states regularly to share what’s working and what isn’t, and going directly to the communities we’re trying to serve with questions like: What tools do you already use? What challenges do you face when applying for grants? What do you need the tool to do? AI for Impact is also working with multiple states to share, refine, and deploy a procurement drafting tool, a contract review tool and partnering with cities to roll out the tool we built with the City of Boston to help residents explore and use open municipal data. AI is increasingly embedded in everyday life, especially in public systems like education, benefits, housing, and healthcare. Yet most AI tools are still designed far from the lived realities of the people who depend on these systems. The result is predictable: systems that fail to reflect real needs, tools that are technically impressive but practically unusable, and communities treated as subjects of technology rather than participants in shaping it. Trust erodes, particularly among groups historically excluded from decision-making. Federal grants are taxpayer dollars that Congress directed back into our communities for lead pipe removal or clean school buses. We can use AI to help those dollars reach the people they were meant for. When we build AI with those who will use it, we also create better tools, stronger institutions, and more capable, resilient communities. View the full article

Hybrid work isn’t slowing down—and neither are the expectations placed on IT teams to support it seamlessly. View the full article

The man accused of throwing a Molotov cocktail at OpenAI CEO Sam Altman’s home had written about AI’s purported risk to humanity and traveled from Texas to San Francisco intending to kill Altman, authorities said Monday. Authorities allege 20-year-old Daniel Moreno-Gama threw the incendiary device about 4 a.m. Friday, setting an exterior gate at Altman’s home alight before fleeing on foot, police said. Less than an hour later, Moreno-Gama allegedly went to OpenAI’s headquarters about 3 miles (4.83 kilometers) away and threatened to burn down the building. Moreno-Gama is opposed to artificial intelligence, writing about AI’s purported risk to humanity and “our impending extinction,” according to a federal criminal complaint. “This was not spontaneous. This was planned, targeted and extremely serious,” said FBI San Francisco Acting Special Agent in Charge Matt Cobo during a press conference. No one was injured at Altman’s home or the company offices, authorities said. Moreno-Gama faces state and federal charges Moreno-Gama faces charges including two counts of attempted murder and attempted arson in California state court, San Francisco District Attorney Brooke Jenkins. He tried to kill both Altman and a security guard at Altman’s residence, she alleged. He is set to appear in court Tuesday, and online state court records do not yet show if he has an attorney. Jenkins said the state charges carry penalties ranging from 19 years to life in prison. On Monday morning, FBI agents went to Moreno-Gama’s home in Spring, Texas, a suburb of Houston, where they spent several hours before leaving. He has been charged by federal prosecutors with possession of an unregistered firearm and damage and destruction of property by means of explosives. Those charges carry respective penalties of up to 10 years and 20 years in prison. The federal court documents do not list an attorney for Moreno-Gama, and he has not yet had his first appearance in federal court. Authorities allege Moreno-Gama traveled from his home in Texas to San Francisco and visited Altman’s home early Friday morning. Authorities say Moreno-Gama was opposed to artificial intelligence When Moreno-Gama was arrested Friday, officials found a document on him in which he “identified views opposed to Artificial Intelligence (AI) and the executives of various AI companies,” court documents say. The document discussed AI’s purported risk to humanity and “our impending extinction,” according to the criminal complaint. Surveillance video images included in the criminal complaint show a person dressed in a dark hoodie and pants that the FBI alleges is Moreno-Gama approaching the driveway of Altman’s home. In various images, the person can be seen tossing the Molotov cocktail, which landed at the top of a metal gate and started a small fire. Surveillance video images from outside OpenAI’s headquarters allegedly show Moreno-Gama grabbing a chair and using it to hit a set of glass doors. Authorities said Moreno-Gama was approached by the building’s security personnel, who told investigators he “stated in sum and substance” that he came to the headquarters “to burn it down and kill anyone inside,” according to the complaint. San Francisco police arrested Moreno-Gama and recovered “incendiary devices, a jug of kerosene, a blue lighter, and a document.” Moreno-Gama was being held Monday in the San Francisco County Jail on the state charges, and was expected to appear in court on Tuesday. U.S. Attorney Craig Missakian said authorities “will treat this as an act of domestic terrorism, and together with our partners, prosecute him to the fullest extent of the law.” Authorities say Moreno-Gama’s anti-AI document contained threats against Altman The document in which Moreno-Gama discussed his opposition to AI also made threats against Altman, officials said. “Also if I am going to advocate for others to kill and commit crimes, then I must lead by example and show that I am fully sincere in my message,” Moreno-Gama is alleged by authorities to have written in the document. Advocacy groups that have issued grave warnings about AI’s risks to society condemned the violence. Anthony Aguirre, president and CEO of the Future of Life Institute, said in a written statement Friday that “violence and intimidation of any kind have no place in the conversation about the future of AI.” Another group, PauseAI, said in a statement that the suspect had no role in the group but joined its forum on the social media platform Discord about two years ago and posted about 34 messages there, none containing explicit calls to violence but one that was flagged as “ambiguous.” Discord said Monday that it has banned Moreno-Gama for “off-platform behavior.” Altman addressed the threats in a blog post Hours after the attack on his house, Altman posted a photo of his husband and their toddler in a blog post addressing the threats against him. “Normally we try to be pretty private, but in this case I am sharing a photo in the hopes that it might dissuade the next person from throwing a Molotov cocktail at our house, no matter what they think about me,” Altman wrote. He added that “fear and anxiety about AI is justified” but it was important to “de-escalate the rhetoric and tactics and try to have fewer explosions in fewer homes, figuratively and literally.” Altman has become a preeminent voice in Silicon Valley on the promise and potential dangers of artificial intelligence. The attack comes days after The New Yorker published an in-depth investigation that touched on concerns some people have about him and the company. Debate about the impact of AI is growing The attack came at a time of growing debate about the societal effects of AI assistants like OpenAI’s ChatGPT that millions of people are turning to for information, advice, writing help and to do work on their behalf. An annual report published Monday by Stanford University called the AI index found that most people believe AI’s benefits outweigh its drawbacks, “but nervousness is growing and trust in institutions to manage the technology remains uneven.” Associated Press journalists Matt O’Brien and Rebecca Boone contributed. —Olga R. Rodriguez, Juan Lozano and Lekan Oyekanmi, Associated Press View the full article

The President’s pick to succeed Jay Powell reports $10mn in consulting fees from Stanley Druckenmiller’s family officeView the full article

Cross-selling is a strategic approach that can greatly enhance your sales across various customer interactions. For instance, implementing targeted suggestions on your checkout page can boost the average order value, whereas personalized recommendations on product pages can drive further purchases. Furthermore, leveraging post-purchase offers can effectively tap into customer satisfaction. Comprehending these techniques is vital for optimizing your sales strategy, and there are several key examples worth exploring further. Key Takeaways Checkout Page Cross-Sells: Suggest complementary products during checkout to increase average order value and capitalize on high purchase intent. Post-Purchase Cross-Sell Funnel: Offer discounted complementary items immediately after purchase to leverage customers’ positive buying experiences and boost repeat sales. Thank You Page Cross-Sells: Engage customers right after purchase with targeted suggestions, potentially capturing up to 15% for second purchases through strategic messaging. Product Page Suggestions: Use customer behavior data for personalized recommendations, which can lead to a potential 20% increase in sales through visually appealing product displays. Email Marketing Cross-Sells: Send customized emails based on purchase history to increase engagement, with potential conversion boosts of up to 25% through timely delivery. Checkout Page Cross-Sells When you reach the checkout page, you’re often in a focused buying mindset, which is why this stage presents a prime opportunity for cross-selling. Checkout page cross-sells leverage your high purchase intent, often leading to a significant increase in Average Order Value (AOV). For example, retailers like Amazon effectively suggest complementary products, such as accessories for electronics, enhancing conversion rates. Incorporating urgency, like limited-time offers or discounts, can further incentivize you to add these additional items to your cart before completing your purchase. A study found that effective checkout page cross-sells can boost revenue by up to 10% when relevant products are displayed alongside your primary purchase. Using non-intrusive formats, such as subtle pop-ups or sticky bars, allows these cross-selling strategies to maintain your focus on the checkout process whilst promoting additional products you might find useful. Post-Purchase Cross-Sell Funnel After completing a purchase, customers often experience a sense of satisfaction, making this a prime opportunity for brands to introduce extra products through a post-purchase cross-sell funnel. Implementing this funnel can greatly capitalize on that positive buying experience. Studies show that customers are more receptive to further offers immediately after a purchase. By offering complementary products, particularly at a discount, brands can increase the likelihood of repeat sales, with some capturing up to 15% of customers for second purchases. Tools like ReConvert can automate personalized cross-sell options based on previous purchases, enhancing the customer experience. In addition, time-sensitive deals, such as limited-time discounts on related items, create urgency and encourage quick action. The benefits of cross selling in this phase not only boost revenue but improve customer satisfaction by delivering relevant product recommendations that align with their recent purchase. Thank You Page Cross-Sells Thank you pages present an excellent opportunity for brands to engage customers immediately after a purchase, as shoppers are typically satisfied and more open to exploring further offers. By implementing targeted cross-sells on these pages, you can capture up to 15% of customers for second purchases, greatly boosting your average order value (AOV). Product Category Example Product Incentive Eco-Friendly Reusable Bags 10% off for 24 hours Home Improvement Smart Thermostat Free shipping on next order Beauty Products Organic Skincare Buy one, get one 50% off Tech Accessories Wireless Earbuds Limited-time discount Strategic messaging can highlight complementary products, enhancing customers’ overall experience. Moreover, offering time-sensitive discounts creates urgency, encouraging immediate action. This approach in cross selling marketing can greatly increase customer satisfaction and sales revenue. Product Page Suggestions Product page suggestions play a crucial role in enhancing the shopping experience by leveraging customer behavior data to display complementary items. By effectively utilizing these suggestions, you can greatly boost your sales through cross selling voorbeeld. Here are some key strategies to implement: Personalized Recommendations: Tailor suggestions based on individual customer preferences, leading to a potential 20% sales increase. Visually Appealing Pop-ups: Use pop-ups to recommend related products, similar to Native‘s approach with body wash and shampoo. “Complete the Look” Feature: Engage customers by suggesting matching accessories, as Nike does, to increase average order value. Strategic Placement: Position cross-sell suggestions in high-visibility areas, such as under the “Frequently Bought Together” section, to capture interest effectively. These tactics create a more engaging shopping experience, enhancing your chances of converting visits into sales. Email Marketing Cross-Sells When you leverage email marketing for cross-selling, you tap into a potent tool that can greatly improve your sales efforts. Email marketing cross-sells capitalize on customer purchase history, allowing you to recommend related products that can boost conversion rates by up to 25% when customized effectively. By implementing automated sequences for cross-sell emails, you guarantee timely delivery, maximizing engagement right after a purchase or during key customer lifecycle moments. Personalization is key; including the customer’s name and specific product recommendations can amplify open rates by 26% and click-through rates by 14%. Successful cross-sell emails feature compelling subject lines and visually appealing layouts, driving customers to take action. Utilize data-driven insights to measure the performance of these emails, refining your strategies based on open rates, click-through rates, and conversions. This approach not just increases sales but also deepens customer relationships, making it a critical component of your marketing strategy. Frequently Asked Questions What Are Some Examples of Cross-Selling? Cross-selling involves suggesting additional products to improve the customer’s primary purchase. For instance, when you buy a laptop, you might see recommendations for accessories like a mouse or a carrying case. Retailers often use techniques like pop-ups during the checkout process or special offers on thank you pages to encourage these additional purchases. This strategy not only boosts customer satisfaction but furthermore increases overall sales by providing relevant options customized to your needs. What Is the 3 3 3 Rule in Sales? The 3 3 3 rule in sales is a structured approach to effectively engage potential customers. It involves making three attempts to connect with the customer, presenting three specific benefits of your product, and asking for the sale three times. This method emphasizes persistence, recognizing that most sales occur after multiple follow-ups. What Is the 25% Rule of Thumb for Cross-Selling? The 25% rule of thumb for cross-selling suggests you should aim for at least 25% of your total sales to come from cross-sell opportunities. This approach helps you establish measurable targets for your sales strategies, driving focus on maximizing average order value. How Does Cross-Selling Increase Sales? Cross-selling increases sales by encouraging customers to purchase additional items that complement their initial choices. By suggesting relevant products during the buying process, you can improve the average order value and elevate conversion rates. This strategy leverages customer data to personalize recommendations, promoting satisfaction and loyalty. Implemented effectively, cross-selling can boost overall revenue markedly, making it an essential tactic in maximizing sales without needing to acquire new customers. Conclusion Implementing effective cross-selling strategies can substantially improve your sales performance across various customer touchpoints. By utilizing methods like checkout page suggestions, post-purchase funnels, thank you page offers, product page recommendations, and targeted email marketing, you can effectively increase average order value and boost repeat purchases. Each of these tactics leverages customer satisfaction and engagement to maximize revenue. By focusing on personalized and strategic cross-selling, you can create a more profitable sales environment for your business. Image via Google Gemini and ArtSmart This article, "5 Powerful Cross Selling Examples That Boost Sales" was first published on Small Business Trends View the full article

Cross-selling is a strategic approach that can greatly enhance your sales across various customer interactions. For instance, implementing targeted suggestions on your checkout page can boost the average order value, whereas personalized recommendations on product pages can drive further purchases. Furthermore, leveraging post-purchase offers can effectively tap into customer satisfaction. Comprehending these techniques is vital for optimizing your sales strategy, and there are several key examples worth exploring further. Key Takeaways Checkout Page Cross-Sells: Suggest complementary products during checkout to increase average order value and capitalize on high purchase intent. Post-Purchase Cross-Sell Funnel: Offer discounted complementary items immediately after purchase to leverage customers’ positive buying experiences and boost repeat sales. Thank You Page Cross-Sells: Engage customers right after purchase with targeted suggestions, potentially capturing up to 15% for second purchases through strategic messaging. Product Page Suggestions: Use customer behavior data for personalized recommendations, which can lead to a potential 20% increase in sales through visually appealing product displays. Email Marketing Cross-Sells: Send customized emails based on purchase history to increase engagement, with potential conversion boosts of up to 25% through timely delivery. Checkout Page Cross-Sells When you reach the checkout page, you’re often in a focused buying mindset, which is why this stage presents a prime opportunity for cross-selling. Checkout page cross-sells leverage your high purchase intent, often leading to a significant increase in Average Order Value (AOV). For example, retailers like Amazon effectively suggest complementary products, such as accessories for electronics, enhancing conversion rates. Incorporating urgency, like limited-time offers or discounts, can further incentivize you to add these additional items to your cart before completing your purchase. A study found that effective checkout page cross-sells can boost revenue by up to 10% when relevant products are displayed alongside your primary purchase. Using non-intrusive formats, such as subtle pop-ups or sticky bars, allows these cross-selling strategies to maintain your focus on the checkout process whilst promoting additional products you might find useful. Post-Purchase Cross-Sell Funnel After completing a purchase, customers often experience a sense of satisfaction, making this a prime opportunity for brands to introduce extra products through a post-purchase cross-sell funnel. Implementing this funnel can greatly capitalize on that positive buying experience. Studies show that customers are more receptive to further offers immediately after a purchase. By offering complementary products, particularly at a discount, brands can increase the likelihood of repeat sales, with some capturing up to 15% of customers for second purchases. Tools like ReConvert can automate personalized cross-sell options based on previous purchases, enhancing the customer experience. In addition, time-sensitive deals, such as limited-time discounts on related items, create urgency and encourage quick action. The benefits of cross selling in this phase not only boost revenue but improve customer satisfaction by delivering relevant product recommendations that align with their recent purchase. Thank You Page Cross-Sells Thank you pages present an excellent opportunity for brands to engage customers immediately after a purchase, as shoppers are typically satisfied and more open to exploring further offers. By implementing targeted cross-sells on these pages, you can capture up to 15% of customers for second purchases, greatly boosting your average order value (AOV). Product Category Example Product Incentive Eco-Friendly Reusable Bags 10% off for 24 hours Home Improvement Smart Thermostat Free shipping on next order Beauty Products Organic Skincare Buy one, get one 50% off Tech Accessories Wireless Earbuds Limited-time discount Strategic messaging can highlight complementary products, enhancing customers’ overall experience. Moreover, offering time-sensitive discounts creates urgency, encouraging immediate action. This approach in cross selling marketing can greatly increase customer satisfaction and sales revenue. Product Page Suggestions Product page suggestions play a crucial role in enhancing the shopping experience by leveraging customer behavior data to display complementary items. By effectively utilizing these suggestions, you can greatly boost your sales through cross selling voorbeeld. Here are some key strategies to implement: Personalized Recommendations: Tailor suggestions based on individual customer preferences, leading to a potential 20% sales increase. Visually Appealing Pop-ups: Use pop-ups to recommend related products, similar to Native‘s approach with body wash and shampoo. “Complete the Look” Feature: Engage customers by suggesting matching accessories, as Nike does, to increase average order value. Strategic Placement: Position cross-sell suggestions in high-visibility areas, such as under the “Frequently Bought Together” section, to capture interest effectively. These tactics create a more engaging shopping experience, enhancing your chances of converting visits into sales. Email Marketing Cross-Sells When you leverage email marketing for cross-selling, you tap into a potent tool that can greatly improve your sales efforts. Email marketing cross-sells capitalize on customer purchase history, allowing you to recommend related products that can boost conversion rates by up to 25% when customized effectively. By implementing automated sequences for cross-sell emails, you guarantee timely delivery, maximizing engagement right after a purchase or during key customer lifecycle moments. Personalization is key; including the customer’s name and specific product recommendations can amplify open rates by 26% and click-through rates by 14%. Successful cross-sell emails feature compelling subject lines and visually appealing layouts, driving customers to take action. Utilize data-driven insights to measure the performance of these emails, refining your strategies based on open rates, click-through rates, and conversions. This approach not just increases sales but also deepens customer relationships, making it a critical component of your marketing strategy. Frequently Asked Questions What Are Some Examples of Cross-Selling? Cross-selling involves suggesting additional products to improve the customer’s primary purchase. For instance, when you buy a laptop, you might see recommendations for accessories like a mouse or a carrying case. Retailers often use techniques like pop-ups during the checkout process or special offers on thank you pages to encourage these additional purchases. This strategy not only boosts customer satisfaction but furthermore increases overall sales by providing relevant options customized to your needs. What Is the 3 3 3 Rule in Sales? The 3 3 3 rule in sales is a structured approach to effectively engage potential customers. It involves making three attempts to connect with the customer, presenting three specific benefits of your product, and asking for the sale three times. This method emphasizes persistence, recognizing that most sales occur after multiple follow-ups. What Is the 25% Rule of Thumb for Cross-Selling? The 25% rule of thumb for cross-selling suggests you should aim for at least 25% of your total sales to come from cross-sell opportunities. This approach helps you establish measurable targets for your sales strategies, driving focus on maximizing average order value. How Does Cross-Selling Increase Sales? Cross-selling increases sales by encouraging customers to purchase additional items that complement their initial choices. By suggesting relevant products during the buying process, you can improve the average order value and elevate conversion rates. This strategy leverages customer data to personalize recommendations, promoting satisfaction and loyalty. Implemented effectively, cross-selling can boost overall revenue markedly, making it an essential tactic in maximizing sales without needing to acquire new customers. Conclusion Implementing effective cross-selling strategies can substantially improve your sales performance across various customer touchpoints. By utilizing methods like checkout page suggestions, post-purchase funnels, thank you page offers, product page recommendations, and targeted email marketing, you can effectively increase average order value and boost repeat purchases. Each of these tactics leverages customer satisfaction and engagement to maximize revenue. By focusing on personalized and strategic cross-selling, you can create a more profitable sales environment for your business. Image via Google Gemini and ArtSmart This article, "5 Powerful Cross Selling Examples That Boost Sales" was first published on Small Business Trends View the full article

Learn why covering fewer subtopics can outperform exhaustive guides in ChatGPT citations, backed by large-scale data. The post Shorter, Focused Content Wins In ChatGPT appeared first on Search Engine Journal. 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. A like-new unit of the Amazon Fire TV Soundbar Plus is down to $109.99 (originally $249.99) on Woot, and using the code FIRE20—valid through April 14, 2026—drops the price another 20 percent to $88. For comparison, a brand-new unit is currently listed at $189.99 on Amazon, and most past discounts haven’t gone much lower than $149.99, according to price trackers. Shipping is free if you have Prime; otherwise, expect to pay about $6. It is also worth noting that shipping is limited to the contiguous U.S. Amazon Fire TV Soundbar Plus Extra 20% off with code $88.00 at Woot $250.02 Save $162.02 Get Deal Get Deal $88.00 at Woot $250.02 Save $162.02 This is a 3.1-channel soundbar with an integrated center channel, designed to make dialogue clearer and give movies a fuller sound than standard TV speakers. It is a straightforward setup that connects over HDMI eARC or optical, so it works with most TVs without extra configuration. There’s also Bluetooth if you want to stream music from your phone. Despite the name, it does not run Fire TV software. You control everything with a basic remote that lets you switch inputs, tweak bass and treble, and cycle through modes like Movie or Night. There is no on-screen interface, so you rely on voice prompts and small LED indicators to confirm changes. Sound-wise, it’s a noticeable improvement over built-in TV speakers, notes this PCMag review. Dialogue is easier to follow, and overall audio has more presence. The limitation shows up in the low end. The built-in bass is present but not strong, so action scenes and music can feel a bit flat. Amazon sells bundles with a separate subwoofer or rear speakers, and those add noticeable depth, but they also cost significantly more. This bar also supports Dolby Atmos in a basic way, though it lacks height channels, so you will not get the full overhead effect. For under $100 after the code, this works as a straightforward upgrade for smaller rooms or casual viewing. Our Best Editor-Vetted Tech Deals Right Now Apple AirPods Pro 3 Noise Cancelling Heart Rate Wireless Earbuds — $199.99 (List Price $249.00) Apple iPad 11" 128GB A16 WiFi Tablet (Blue, 2025) — $299.00 (List Price $349.00) Apple Watch Series 11 (GPS, 42mm, S/M Black Sport Band) — $299.00 (List Price $399.00) Fire TV Stick 4K Plus Streaming Player With Remote (2025 Model) — $29.99 (List Price $49.99) Amazon Fire TV Soundbar — $99.99 (List Price $119.99) Blink Video Doorbell Wireless (Newest Model) + Sync Module Core — $35.99 (List Price $69.99) Ring Indoor Cam (2nd Gen, 2-pack, White) — $59.98 (List Price $79.99) Deals are selected by our commerce team View the full article

Managing multiple businesses requires effective bookkeeping software to guarantee accuracy and efficiency in your financial operations. The right tool can streamline processes, support collaboration, and provide insights crucial for decision-making. You’ll find options like QuickBooks Online, FreshBooks, and Xero, each with unique features customized for various needs. Comprehending what each software offers is vital, especially when considering aspects like automated billing and multi-currency support. Let’s explore these top choices further to see which might fit your requirements best. Key Takeaways QuickBooks Online offers a centralized dashboard and unlimited invoicing for managing multiple businesses efficiently. FreshBooks provides automated billing features and real-time financial insights from a single platform. Xero supports multi-entity functionality with a user-friendly interface and unlimited users at no extra cost. Sage Intacct delivers real-time reporting and automated inter-company transactions for multi-entity organizations. NetSuite features robust multi-entity accounting and strong security measures for data protection. QuickBooks Online QuickBooks Online is a robust tool for managing finances across multiple businesses. This accounting software for multiple businesses allows you to create separate company files for each entity while providing a centralized dashboard, making financial oversight straightforward. You can enjoy unlimited invoicing, detailed expense tracking, and customized financial reports that improve decision-making for each business. With pricing plans ranging from $35 to $235 per month, QuickBooks Online scales to fit different business sizes and intricacies. Moreover, features such as automated bank reconciliation, multi-currency support, and a customizable chart of accounts streamline your bookkeeping processes. This bookkeeping software for multiple businesses also integrates seamlessly with various third-party applications, enhancing its functionality. FreshBooks For those managing multiple businesses, FreshBooks offers a thorough bookkeeping solution that simplifies financial management from a single platform. You can handle invoicing, expense tracking, and financial reporting seamlessly across various entities. With automated billing features, such as recurring invoices and late payment reminders, managing cash flow becomes easier, reducing late payments. FreshBooks provides real-time financial insights, mobile receipt scanning, and bank account imports, automating expense categorization for each business. Tax filing is simplified with consolidated financial reports, making it easier to prepare tax-ready documents. Here’s a quick overview of FreshBooks’ features: Feature Benefits Rating Automated Billing Improves cash flow 4.8/5.0 Expense Management Streamlines expense tracking Over 120,000 reviews Financial Reporting Simplifies tax preparation High user satisfaction Mobile Access Manage finances on-the-go User-friendly This platform is particularly effective for freelancers and small businesses managing multiple accounts. Xero Xero stands out for its multi-entity functionality, allowing you to manage several businesses from one platform without extra user fees. Its user-friendly interface makes it easy for you and your team to navigate through features like bank reconciliation and expense tracking. With the ability to customize your chart of accounts and support for multi-currency transactions, Xero caters to the specific financial needs of each entity efficiently. Multi-Entity Functionality Managing multiple businesses can be challenging, especially with regard to bookkeeping; nonetheless, software that offers robust multi-entity functionality can make this task considerably easier. Xero allows you to manage unlimited organizations from a single account, providing seamless access through one dashboard. This is particularly beneficial if you operate in various countries, as Xero supports multi-currency transactions, ensuring accurate financial reporting across currencies. You can customize your chart of accounts for each entity, aligning financial management with the specific needs of each business. Furthermore, Xero’s real-time financial reporting provides consolidated views of performance, enhancing oversight. With features like automated bank feeds and expense tracking, Xero greatly simplifies bookkeeping, reducing manual data entry and improving efficiency across your multi-entity operations. User-Friendly Interface Steering bookkeeping across multiple businesses doesn’t have to be complicated, especially when you have a user-friendly interface at your disposal. Xero features an intuitive design that makes navigation seamless, even for those without accounting expertise. The dashboard presents a clear overview of key financial metrics, such as bank balances and outstanding invoices, all in one place. You can invite unlimited users at no extra cost, allowing your team to collaborate effortlessly across various business accounts. Xero likewise offers customizable invoice templates, helping you maintain brand consistency. Plus, with the mobile app, you can access real-time financial data from anywhere, ensuring you stay on top of your finances no matter where you are. Sage Intacct When you’re looking to streamline financial management across multiple businesses, Sage Intacct stands out as a robust solution. This cloud-based software is particularly designed for multi-entity organizations, providing advanced capabilities to manage various businesses under one platform. With Sage Intacct, you can enjoy real-time financial reporting and analytics, allowing you to consolidate financial data effortlessly across different entities and currencies. The software simplifies complex accounting processes with features for automated inter-company transactions and eliminations, making it easier to manage subsidiaries. Its multi-currency functionality supports accurate financial management for global operations, accommodating various accounting standards and fiscal periods. Users often report a significant productivity boost, with a 79% reduction in close time and an impressive average ROI of 250% within just six months of implementation. NetSuite For businesses managing multiple entities, NetSuite offers a potent ERP solution that surpasses in multi-entity accounting through its OneWorld Suite. This all-encompassing software is customized for complex business needs, excelling in global operations and multi-currency management. You’ll appreciate the real-time financial reporting and dashboards, which provide a consolidated view of financial data across all your entities and subsidiaries, enhancing oversight. NetSuite further simplifies accounting processes with features like automated inter-company transactions and eliminations, greatly reducing the manual workload. Its customizable chart of accounts allows you to modify financial management to fit the unique structures and transaction behaviors of each entity. Moreover, the platform’s robust security measures and compliance capabilities guarantee your data is protected during adherence to financial regulations, no matter the jurisdictions in which you operate. Zoho Books Zoho Books stands out as a versatile bookkeeping solution, especially for businesses managing multiple entities under a single account. Its user-friendly interface allows you to create and manage several organizations easily, making it ideal for your diverse business needs. The software offers vital features like expense tracking, invoicing, and thorough financial reporting, all designed to streamline your financial management across different entities. With built-in multi-currency support, you can handle international transactions effortlessly, which is important for businesses with a global presence. Moreover, Zoho Books integrates seamlessly with other Zoho products and various third-party applications, enhancing its overall functionality. The flexible pricing structure is another advantage, offering a free plan for very small businesses and scalable paid plans starting at $0 for one organization, making it accessible for companies at various growth stages. Tipalti Tipalti offers a robust set of features customized for businesses managing multiple entities, focusing on accounts payable automation and global payments. With its self-service supplier onboarding, paperless invoice processing, and extensive payment rules, you can streamline your financial operations effectively. As we explore Tipalti’s integration capabilities and pricing, you’ll see how it can improve your bookkeeping across various business units. Key Features Overview When managing multiple businesses, having a robust bookkeeping software like Tipalti can greatly improve operational efficiency. Its key features are designed to streamline processes and strengthen security. Feature Description Supplier Onboarding Self-service onboarding and blacklist validation guarantee security. Paperless Invoice Processing OCR scanning reduces manual data entry errors and boosts efficiency. Global Payments Supports payments in over 200 countries and 120 currencies, ideal for international operations. Additionally, with over 26,000 payment rules and 3-way matching, Tipalti improves error detection. The integration of AI-driven insights via Tipalti Pi offers actionable data analytics, empowering you to make informed decisions across your business units. Integration Capabilities For businesses managing multiple entities, integration capabilities play a vital role in enhancing financial operations. Tipalti offers seamless integration with over 200 third-party applications, allowing you to streamline your financial processes efficiently. With automated data synchronization across platforms, you can reduce manual entry errors as you save time on financial management tasks. The software’s API supports custom integrations customized to your specific needs, guaranteeing connectivity with existing ERP systems and enhancing data flow. Being cloud-based means these integrations are accessible from anywhere, promoting collaboration among teams situated in different locations. Moreover, Tipalti focuses on supplier management by integrating onboarding processes and validation checks, which guarantees compliance and minimizes risk in financial transactions. Cost and Pricing Comprehending the cost and pricing model of Tipalti is crucial for businesses looking to optimize their financial operations across multiple entities. Tipalti offers a flexible pricing structure customized to your specific needs, allowing you to personalize based on the scale of your operations and desired features. By utilizing their all-encompassing suite of accounts payable automation tools, you can achieve significant cost savings through decreased manual processing and improved payment efficiency. Furthermore, Tipalti supports global payments in over 120 currencies, minimizing international transaction fees. Many organizations report an impressive ROI, with some users experiencing up to 250% returns owing to improved financial controls. You can inquire about custom pricing plans to guarantee you only pay for the features that matter to your business. Frequently Asked Questions What Is the Best Accounting Software for Multiple Small Businesses? When choosing accounting software for multiple small businesses, consider factors like user-friendliness, pricing, and crucial features. FreshBooks stands out in invoicing and expense tracking, whereas QuickBooks Online offers flexible pricing and separate bookkeeping for each entity. Xero supports unlimited users and multi-currency transactions, ideal for international operations. If budget is a concern, Wave Accounting allows management of up to 15 business profiles for free. Evaluate these options based on your specific needs to find the best fit. Can I Use Freshbooks for Multiple Businesses? Yes, you can use FreshBooks for multiple businesses. It allows you to manage different business accounts from a single login, streamlining your financial oversight. You can customize invoicing and expense tracking for each entity, ensuring everything stays organized. FreshBooks likewise generates consolidated financial reports, making tax filing simpler. Plus, it automates processes and reduces manual bookkeeping errors, providing real-time insights that help you maintain efficient financial management across all your businesses. Which Quickbooks Is Best for Multiple Businesses? For managing multiple businesses, QuickBooks Online offers several plans customized to your needs. The Fundamental plan, at $65/month, supports up to three users and includes invoicing and expense tracking. If you need advanced features like project tracking, consider the Plus plan for $99/month. For larger operations, the Advanced plan at $235/month allows up to 25 users and provides improved reporting. You can easily switch between company files using a centralized dashboard, streamlining management. What Is the Best Way to Legally Structure Multiple Businesses? To legally structure multiple businesses, consider forming separate entities like LLCs or corporations for each one. This approach protects your personal assets by limiting liability. A parent company structure can streamline management and financial reporting as well as allowing each subsidiary to maintain its legal identity. Moreover, a holding company can provide tax benefits and facilitate asset transfers. Always check state regulations and tax laws, as they vary and can greatly impact your choice. Conclusion Choosing the right bookkeeping software for managing multiple businesses is crucial for streamlining your financial processes. Each option, from QuickBooks Online to Tipalti, offers distinct features customized to various business needs, such as automated billing and real-time reporting. By selecting the software that aligns best with your operations, you can improve efficiency and gain valuable insights into your finances. Assess your specific requirements carefully to make an informed decision that supports your organization’s growth and success. Image via Google Gemini This article, "7 Best Bookkeeping Software for Managing Multiple Businesses" was first published on Small Business Trends View the full article

Managing multiple businesses requires effective bookkeeping software to guarantee accuracy and efficiency in your financial operations. The right tool can streamline processes, support collaboration, and provide insights crucial for decision-making. You’ll find options like QuickBooks Online, FreshBooks, and Xero, each with unique features customized for various needs. Comprehending what each software offers is vital, especially when considering aspects like automated billing and multi-currency support. Let’s explore these top choices further to see which might fit your requirements best. Key Takeaways QuickBooks Online offers a centralized dashboard and unlimited invoicing for managing multiple businesses efficiently. FreshBooks provides automated billing features and real-time financial insights from a single platform. Xero supports multi-entity functionality with a user-friendly interface and unlimited users at no extra cost. Sage Intacct delivers real-time reporting and automated inter-company transactions for multi-entity organizations. NetSuite features robust multi-entity accounting and strong security measures for data protection. QuickBooks Online QuickBooks Online is a robust tool for managing finances across multiple businesses. This accounting software for multiple businesses allows you to create separate company files for each entity while providing a centralized dashboard, making financial oversight straightforward. You can enjoy unlimited invoicing, detailed expense tracking, and customized financial reports that improve decision-making for each business. With pricing plans ranging from $35 to $235 per month, QuickBooks Online scales to fit different business sizes and intricacies. Moreover, features such as automated bank reconciliation, multi-currency support, and a customizable chart of accounts streamline your bookkeeping processes. This bookkeeping software for multiple businesses also integrates seamlessly with various third-party applications, enhancing its functionality. FreshBooks For those managing multiple businesses, FreshBooks offers a thorough bookkeeping solution that simplifies financial management from a single platform. You can handle invoicing, expense tracking, and financial reporting seamlessly across various entities. With automated billing features, such as recurring invoices and late payment reminders, managing cash flow becomes easier, reducing late payments. FreshBooks provides real-time financial insights, mobile receipt scanning, and bank account imports, automating expense categorization for each business. Tax filing is simplified with consolidated financial reports, making it easier to prepare tax-ready documents. Here’s a quick overview of FreshBooks’ features: Feature Benefits Rating Automated Billing Improves cash flow 4.8/5.0 Expense Management Streamlines expense tracking Over 120,000 reviews Financial Reporting Simplifies tax preparation High user satisfaction Mobile Access Manage finances on-the-go User-friendly This platform is particularly effective for freelancers and small businesses managing multiple accounts. Xero Xero stands out for its multi-entity functionality, allowing you to manage several businesses from one platform without extra user fees. Its user-friendly interface makes it easy for you and your team to navigate through features like bank reconciliation and expense tracking. With the ability to customize your chart of accounts and support for multi-currency transactions, Xero caters to the specific financial needs of each entity efficiently. Multi-Entity Functionality Managing multiple businesses can be challenging, especially with regard to bookkeeping; nonetheless, software that offers robust multi-entity functionality can make this task considerably easier. Xero allows you to manage unlimited organizations from a single account, providing seamless access through one dashboard. This is particularly beneficial if you operate in various countries, as Xero supports multi-currency transactions, ensuring accurate financial reporting across currencies. You can customize your chart of accounts for each entity, aligning financial management with the specific needs of each business. Furthermore, Xero’s real-time financial reporting provides consolidated views of performance, enhancing oversight. With features like automated bank feeds and expense tracking, Xero greatly simplifies bookkeeping, reducing manual data entry and improving efficiency across your multi-entity operations. User-Friendly Interface Steering bookkeeping across multiple businesses doesn’t have to be complicated, especially when you have a user-friendly interface at your disposal. Xero features an intuitive design that makes navigation seamless, even for those without accounting expertise. The dashboard presents a clear overview of key financial metrics, such as bank balances and outstanding invoices, all in one place. You can invite unlimited users at no extra cost, allowing your team to collaborate effortlessly across various business accounts. Xero likewise offers customizable invoice templates, helping you maintain brand consistency. Plus, with the mobile app, you can access real-time financial data from anywhere, ensuring you stay on top of your finances no matter where you are. Sage Intacct When you’re looking to streamline financial management across multiple businesses, Sage Intacct stands out as a robust solution. This cloud-based software is particularly designed for multi-entity organizations, providing advanced capabilities to manage various businesses under one platform. With Sage Intacct, you can enjoy real-time financial reporting and analytics, allowing you to consolidate financial data effortlessly across different entities and currencies. The software simplifies complex accounting processes with features for automated inter-company transactions and eliminations, making it easier to manage subsidiaries. Its multi-currency functionality supports accurate financial management for global operations, accommodating various accounting standards and fiscal periods. Users often report a significant productivity boost, with a 79% reduction in close time and an impressive average ROI of 250% within just six months of implementation. NetSuite For businesses managing multiple entities, NetSuite offers a potent ERP solution that surpasses in multi-entity accounting through its OneWorld Suite. This all-encompassing software is customized for complex business needs, excelling in global operations and multi-currency management. You’ll appreciate the real-time financial reporting and dashboards, which provide a consolidated view of financial data across all your entities and subsidiaries, enhancing oversight. NetSuite further simplifies accounting processes with features like automated inter-company transactions and eliminations, greatly reducing the manual workload. Its customizable chart of accounts allows you to modify financial management to fit the unique structures and transaction behaviors of each entity. Moreover, the platform’s robust security measures and compliance capabilities guarantee your data is protected during adherence to financial regulations, no matter the jurisdictions in which you operate. Zoho Books Zoho Books stands out as a versatile bookkeeping solution, especially for businesses managing multiple entities under a single account. Its user-friendly interface allows you to create and manage several organizations easily, making it ideal for your diverse business needs. The software offers vital features like expense tracking, invoicing, and thorough financial reporting, all designed to streamline your financial management across different entities. With built-in multi-currency support, you can handle international transactions effortlessly, which is important for businesses with a global presence. Moreover, Zoho Books integrates seamlessly with other Zoho products and various third-party applications, enhancing its overall functionality. The flexible pricing structure is another advantage, offering a free plan for very small businesses and scalable paid plans starting at $0 for one organization, making it accessible for companies at various growth stages. Tipalti Tipalti offers a robust set of features customized for businesses managing multiple entities, focusing on accounts payable automation and global payments. With its self-service supplier onboarding, paperless invoice processing, and extensive payment rules, you can streamline your financial operations effectively. As we explore Tipalti’s integration capabilities and pricing, you’ll see how it can improve your bookkeeping across various business units. Key Features Overview When managing multiple businesses, having a robust bookkeeping software like Tipalti can greatly improve operational efficiency. Its key features are designed to streamline processes and strengthen security. Feature Description Supplier Onboarding Self-service onboarding and blacklist validation guarantee security. Paperless Invoice Processing OCR scanning reduces manual data entry errors and boosts efficiency. Global Payments Supports payments in over 200 countries and 120 currencies, ideal for international operations. Additionally, with over 26,000 payment rules and 3-way matching, Tipalti improves error detection. The integration of AI-driven insights via Tipalti Pi offers actionable data analytics, empowering you to make informed decisions across your business units. Integration Capabilities For businesses managing multiple entities, integration capabilities play a vital role in enhancing financial operations. Tipalti offers seamless integration with over 200 third-party applications, allowing you to streamline your financial processes efficiently. With automated data synchronization across platforms, you can reduce manual entry errors as you save time on financial management tasks. The software’s API supports custom integrations customized to your specific needs, guaranteeing connectivity with existing ERP systems and enhancing data flow. Being cloud-based means these integrations are accessible from anywhere, promoting collaboration among teams situated in different locations. Moreover, Tipalti focuses on supplier management by integrating onboarding processes and validation checks, which guarantees compliance and minimizes risk in financial transactions. Cost and Pricing Comprehending the cost and pricing model of Tipalti is crucial for businesses looking to optimize their financial operations across multiple entities. Tipalti offers a flexible pricing structure customized to your specific needs, allowing you to personalize based on the scale of your operations and desired features. By utilizing their all-encompassing suite of accounts payable automation tools, you can achieve significant cost savings through decreased manual processing and improved payment efficiency. Furthermore, Tipalti supports global payments in over 120 currencies, minimizing international transaction fees. Many organizations report an impressive ROI, with some users experiencing up to 250% returns owing to improved financial controls. You can inquire about custom pricing plans to guarantee you only pay for the features that matter to your business. Frequently Asked Questions What Is the Best Accounting Software for Multiple Small Businesses? When choosing accounting software for multiple small businesses, consider factors like user-friendliness, pricing, and crucial features. FreshBooks stands out in invoicing and expense tracking, whereas QuickBooks Online offers flexible pricing and separate bookkeeping for each entity. Xero supports unlimited users and multi-currency transactions, ideal for international operations. If budget is a concern, Wave Accounting allows management of up to 15 business profiles for free. Evaluate these options based on your specific needs to find the best fit. Can I Use Freshbooks for Multiple Businesses? Yes, you can use FreshBooks for multiple businesses. It allows you to manage different business accounts from a single login, streamlining your financial oversight. You can customize invoicing and expense tracking for each entity, ensuring everything stays organized. FreshBooks likewise generates consolidated financial reports, making tax filing simpler. Plus, it automates processes and reduces manual bookkeeping errors, providing real-time insights that help you maintain efficient financial management across all your businesses. Which Quickbooks Is Best for Multiple Businesses? For managing multiple businesses, QuickBooks Online offers several plans customized to your needs. The Fundamental plan, at $65/month, supports up to three users and includes invoicing and expense tracking. If you need advanced features like project tracking, consider the Plus plan for $99/month. For larger operations, the Advanced plan at $235/month allows up to 25 users and provides improved reporting. You can easily switch between company files using a centralized dashboard, streamlining management. What Is the Best Way to Legally Structure Multiple Businesses? To legally structure multiple businesses, consider forming separate entities like LLCs or corporations for each one. This approach protects your personal assets by limiting liability. A parent company structure can streamline management and financial reporting as well as allowing each subsidiary to maintain its legal identity. Moreover, a holding company can provide tax benefits and facilitate asset transfers. Always check state regulations and tax laws, as they vary and can greatly impact your choice. Conclusion Choosing the right bookkeeping software for managing multiple businesses is crucial for streamlining your financial processes. Each option, from QuickBooks Online to Tipalti, offers distinct features customized to various business needs, such as automated billing and real-time reporting. By selecting the software that aligns best with your operations, you can improve efficiency and gain valuable insights into your finances. Assess your specific requirements carefully to make an informed decision that supports your organization’s growth and success. Image via Google Gemini This article, "7 Best Bookkeeping Software for Managing Multiple Businesses" was first published on Small Business Trends View the full article

Fund says British economy faces heavy blow from global energy crisis this yearView the full article

Expansion of global economy would fall to 2.5% in an ‘adverse scenario’ of persistent $100-per-barrel oil View the full article

Google’s Ask Maps feature does more than help users find nearby businesses. Based on hands-on testing of local service queries for plumbers, electricians, and HVAC companies, Ask Maps often narrows the field, interprets user intent, and frames businesses around qualities such as responsiveness, specialization, honesty, and repair-first thinking. In more complex prompts, it sometimes provides guidance before recommending businesses. This shows Google Maps moving beyond simple local retrieval and toward a more recommendation-driven experience. To evaluate that shift, we tested Ask Maps across five levels of local intent — starting with simple category searches and progressing toward conversational prompts involving uncertainty, trust, and decision-making. A clear pattern emerged. As query nuance increased, Ask Maps shifted from listing businesses to interpreting which businesses fit and why. This article draws from hands-on testing across a limited set of local service queries in one geographic area. Treat these findings as an early directional view, not a comprehensive representation across all markets or query types. The testing framework To evaluate progression, we built a five-level intent model based on how homeowners and local service customers actually search. Instead of organizing around traditional keyword categories, we structured the framework from simple retrieval toward conversational decision-making. Level 1 focused on basic requests with minimal context. Example: “Looking for an HVAC company near me.” Level 2 introduced more service specificity. Example: “I need an electrician to upgrade my panel in an older home.” Level 3 moved into situational queries, where the user described a problem. Example: “My furnace is making a loud banging noise and I’m not sure if it needs to be replaced or repaired.” Level 4 introduced trust and decision concerns. Example: “I think my furnace might need to be replaced, but I don’t want to get overcharged. Who is honest about that?” Level 5 combined those elements into fully conversational prompts asking for guidance, validation, and recommendations in the same search. Example: “I was told I need a full furnace replacement, but it feels expensive. How do I know if that’s actually necessary, and who should I call for a second opinion in my area?” This framework allowed us to evaluate: Which businesses appeared. How Ask Maps interpreted prompts. What attributes it emphasized. When results started to resemble guided recommendations rather than search results. 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 Ask Maps narrows the field and adds interpretation One of the clearest patterns across the testing was that Ask Maps consistently returned a relatively small set of businesses while increasing the amount of interpretation as the user’s search intent became more complex. At Level 1, the average number of businesses shown was 3.6. Level 2 rose to 4.3. Level 3 dropped slightly to 3.3. Level 4 averaged 5, and Level 5 averaged 4.6. Across the full set, the range remained fairly tight, generally between three and eight businesses. That’s a different experience from traditional Maps, where a user can scroll through a much broader set of options and do more of the evaluation work themselves. Ask Maps narrows choices early and spends more effort explaining why those businesses fit the prompt, but stops short of being fully action-oriented. Even when a phone number is shown, there’s no clickable call button directly in the Ask Maps response. To call or access the full set of contact options, the user still has to click into the business’s Google Business Profile. That matters because while Ask Maps is becoming more interpretive, the underlying GBP is still where action happens. As prompts become more nuanced, uncertain, or trust-sensitive, Ask Maps draws on a broader range of sources. It shows fewer businesses, replacing breadth with interpretation. Dig deeper: How to build FAQs that power AI-driven local search Basic queries already go beyond simple listings Even the simplest queries don’t behave like a traditional Maps result. At the baseline level, Ask Maps still relies heavily on Google Business Profile data, including: Business descriptions. Review content. Ratings. Hours. In some cases, posts. Website influence is minimal here, and there’s little evidence of outside sourcing. But even within that mostly closed ecosystem, it goes beyond listing nearby businesses. Instead of just showing names, ratings, and locations, Ask Maps: Generates narrative summaries based on information in the Google Business Profile. Describes businesses in terms of responsiveness, experience, specialization, or the kinds of situations they seem well-suited for. Draws on reviews when framing businesses. Even at the most basic level, Ask Maps isn’t neutral. It’s beginning to interpret businesses for the user. As queries become more specific, Ask Maps starts matching capability Once the prompt shifts from a general service search to a specific type of job, Ask Maps becomes more selective in how it matches businesses to the request. A query about an electrical panel upgrade doesn’t behave the same way as a query about urgent AC repair. Replacement-oriented prompts emphasize installation and system expertise. Repair-oriented prompts emphasize speed, availability, and responsiveness. Queries tied to older homes or higher-risk work call for more evidence of specialization. At this level, Google Business Profile and reviews still carry much of the weight, but websites matter more when the job is more complex or costly. A panel upgrade query produces stronger external link usage than a more straightforward AC repair prompt. That doesn’t mean websites are always heavily used. It shows more selectivity. As decisions become more complex, Google looks for more supporting evidence before recommending businesses. Situational queries push Ask Maps toward interpretation The more noticeable shift begins once the prompts move from service categories to real-world scenarios. At Level 3, the user is no longer looking for a plumber, electrician, or HVAC company. Instead, they’re describing a problem, such as a loud banging furnace, outdated electrical in an older home, or an AC unit that has stopped working during extreme heat. In those cases, Ask Maps increasingly interprets the problem before introducing businesses. Some responses provide guidance or context first. Others identify the provider and clarify the work before making recommendations. The businesses that follow aren’t framed as generic providers. They’re framed as possible solutions to the situation. Review content becomes important here. Rather than simply supporting a business’s credibility, reviews act as evidence that the company has handled similar situations before. Fast arrival times, experience with older homes, communication during stressful repairs, and problem-solving ability all become more meaningful when describing businesses. This is the point where Ask Maps moves more clearly from retrieval to interpretation. Dig deeper: 7 local SEO wins you get from keyword-rich Google reviews Trust-oriented queries change what gets emphasized When the prompts introduce fear, skepticism, or concern about making the wrong decision, Ask Maps changes again. At Level 4, the focus is less on the service need itself and more on the emotional context around it. The user is worried about being overcharged, being pushed into unnecessary replacement, or hiring someone who would cut corners. Ask Maps doesn’t just return businesses capable of doing the work. It organizes businesses around trust-related qualities such as honesty, transparency, careful workmanship, fairness, and second-opinion value. This is one of the strongest patterns in the research. At this stage, review language is the primary signal shaping how businesses are framed. Specific phrases and anecdotes matter, elevating businesses that explain options clearly, don’t upsell, offer honest assessments, or deliver careful, professional work. External sources become more relevant here. In addition to GBP information and reviews, Ask Maps shows more willingness to pull from company websites, testimonials, third-party platforms, and educational resources when the user’s concern involves decision risk rather than just service need. Once the query becomes trust-driven, the recommendation no longer appears to be based only on who can do the job. It reflects who is most likely to handle the situation in a way that the user feels good about. Get the newsletter search marketers rely on. See terms. Advisory queries show the clearest shift The strongest example of this progression came at Level 5. These are prompts where the user combines a problem, uncertainty, and a request for recommendations in a single query. For example, someone might say they were told they needed a full furnace replacement but were unsure whether that was really necessary and wanted to know who to call for a second opinion. In these cases, Ask Maps moves most clearly into a decision-support role. Instead of leading with local businesses, it often starts with an explanation, introducing frameworks, safety context, or ways to think about the decision. Only after that does it recommend businesses, and those businesses are often grouped not just by rating or proximity, but by approach. Some are framed as repair-first options. Others are framed as second-opinion experts or safety-focused specialists. This is where Ask Maps feels least like a directory and most like an advisor. The structure of the response looks more like a guided decision process than a traditional local search result. That doesn’t mean the system is flawless or that every answer is equally strong. But it does suggest that when a prompt includes uncertainty and a need for validation, Ask Maps is trying to do more than match a category. It’s trying to help the user think through what to do next. Dig deeper: New Google Maps features: Local Guides redesign, AI captions, photo sharing Where Ask Maps gets its information Across the testing, several source patterns appear repeatedly, and the mix appears to shift depending on the type of query. At the foundation, Google Business Profile does much of the early work. Business categories, service descriptions, hours, ratings, and review counts help determine which businesses are eligible to appear and how they are initially framed. In some cases, Ask Maps also pulls from GBP services and products, business descriptions, and occasionally posts when those help reinforce what the business does. Reviews seem to be one of the most important inputs across nearly every query type. Not just in ratings, but in how review language shapes the summary. Ask Maps often draws on review themes tied to: Responsiveness. Honesty. Professionalism. Fast arrival times. Work on older homes. Repair-versus-replace situations. Whether customers feel the company explains options clearly or avoids unnecessary upselling. In other words, reviews support reputation and help define how a business is positioned in the response. Business websites matter more once the query becomes more specific, higher-stakes, or more tied to decision-making. In those cases, Ask Maps seems more likely to pull in service pages, testimonial pages, or other on-site business information that helps reinforce specialization, repair-first positioning, second-opinion value, or experience with a particular type of job. That’s more noticeable in queries tied to things like panel upgrades, replacement decisions, or older-home electrical concerns than in simpler “near me” searches. External sources are the most selective layer, but they become more visible when the query involves safety, diagnosis, pricing uncertainty, or broader decision support. In those cases, Ask Maps pulls in: Educational content around issues like repair-versus-replace decisions, quote validation, and electrical safety. Third-party review and directory platforms such as Angi, HomeAdvisor, YouTube, and Facebook. Other publicly available business information, when it helps reinforce trust, workmanship, or reputation. In some of the trust-oriented electrician queries in particular, this outside sourcing is more prominent than in simpler local lookups, suggesting Google may broaden its evidence base when evaluating how a business is likely to operate, not just what services it offers. Ask Maps isn’t relying on a single source of truth. It appears to be constructing an answer from a mix of Google Business Profile data, review language, business website content, and selectively chosen outside sources, with the balance shifting based on what the user is actually asking. What this may mean for local visibility If Ask Maps continues to develop in this direction, it could have meaningful implications for local visibility in Google Maps. Inclusion alone may matter less than interpretation. If Ask Maps is consistently showing a smaller set of businesses and adding more explanation around them, the question is no longer just whether a business appears. It’s also how that business is framed and whether Google has enough confidence to position it as a good fit for the situation. Review content is becoming more important than many businesses realize. The language within reviews appears to influence not just credibility, but the actual way a business is described and recommended. Website content plays a more targeted role than many local businesses assume. It may not be equally important for every prompt, but it matters more when the service is complex, expensive, or tied to greater uncertainty. More broadly, Ask Maps points toward a version of local search in which retrieval, evaluation, and decision support occur much more closely together. Instead of searching, comparing, researching, and then deciding across several steps, the user may increasingly be guided through much of that process within a single AI-mediated Maps experience. What businesses and SEOs should tighten up now If Ask Maps continues moving in this direction, the practical response isn’t to chase a new tactic or treat it like a separate channel. It’s to make the business easier for Google to understand and easier for customers to trust. Keep the Google Business Profile current and specific A Google Business Profile may play a bigger role when Ask Maps is trying to decide what a business does, what kinds of jobs it handles, and whether it fits a more nuanced prompt. Review primary and secondary categories to make sure they reflect the core work accurately. Tighten the business description so it clearly explains the services offered, the types of jobs handled, and any specialties or areas of focus. Make sure hours, service areas, and contact details are complete and current. Add photos that reinforce the kinds of jobs the business wants to be associated with. Treat posts and profile updates as another way to reinforce services and activity, not just as optional extras. Use the Services and Products sections fully, adding clear descriptions that reflect the specific jobs, specialties, and situations the business wants to be known for. Pay closer attention to review language If Ask Maps uses review language to shape how businesses are positioned, then the wording in reviews may matter more than many businesses realize. Look beyond review volume and average rating. Pay attention to whether reviews naturally mention specific jobs, customer concerns, and outcomes. Watch for language around responsiveness, honesty, professionalism, repair-first thinking, and clear communication. Encourage reviews that reflect real experiences rather than generic praise. Use review trends to understand how the business is likely being framed by Google. Revisit website content for higher-consideration services Website content appears more likely to matter when the query is more complex, more expensive, or tied to more uncertainty. Strengthen service pages for the higher-value or higher-risk work the business wants to be known for. Add FAQs that address real decision points, not just basic definitions. Include examples of the kinds of jobs handled, especially where context matters. Reinforce trust signals such as experience, process, reviews, and proof of work. Use language that helps explain situations like repair versus replace, older-home work, or second-opinion scenarios. Think beyond ranking for a phrase There’s a broader strategic shift here for local SEO. The question may no longer be only whether a business can rank for a phrase. It may also be whether Google has enough evidence to recommend that business in response to a real-world question. Evaluate whether the business is easy to understand across GBP, reviews, website content, and broader digital mentions. Look at whether the business is clearly associated with the jobs and situations it wants to win. Think about trust and decision support, not just service relevance. Focus on making the business more legible to both Google and potential customers. Treat local optimization less like keyword matching alone and more like building a clear, consistent business profile across sources. Dig deeper: If your local rankings are off, your map pin may be the reason 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 The direction of Ask Maps is becoming clearer The main question behind this research was when Ask Maps stops behaving like a directory and starts behaving more like a recommendation engine. Based on this testing, that shift starts earlier than many might expect. Even at the most basic level, Ask Maps narrows, summarizes, and interprets. As prompts become more specific, situational, and trust-driven, they move further toward guided recommendations. At the highest level of complexity, it begins to look less like traditional local search and more like a system designed to help users make decisions. That doesn’t mean Google Maps has fully changed into something else. But it does suggest the direction is becoming clearer. For local businesses and the people who support them, that makes this worth watching closely. Visibility inside Maps may increasingly depend not just on being present, but on being understood well enough for Google to explain why the business fits the user’s needs. View the full article

The standoff between the United States and Iran deepened Tuesday as the U.S. declared it had blockaded Iran’s ports, Tehran threatened to strike targets across the region, and Pakistan said it was racing to bring the sides together for more talks. Though last week’s ceasefire appeared to hold, the showdown over the Strait of Hormuz risked reigniting hostilities and deepening the region-wide war’s economic fallout. Talks aimed at permanently ending the conflict — which began Feb. 28 with U.S. and Israeli strikes on Iran — failed to produce an agreement last weekend, though Pakistan has proposed hosting a second round in the coming days. Two Pakistani officials, who spoke on condition of anonymity because they weren’t authorized to discuss the matter with the media, said that the first talks were part of an ongoing diplomatic process rather than a one-off effort. Two U.S. officials, who spoke on the condition of anonymity to discuss sensitive diplomatic negotiations, said on Monday that discussions were still underway about a new round of talks. They said that the venue, timing and composition of the delegations hadn’t been decided, but that talks could happen Thursday. The war, now in its seventh week, has jolted markets and rattled the global economy as a great deal of shipping has been cut off and airstrikes have torn through military and civilian infrastructure across the region. The fighting has killed at least 3,000 people in Iran, more than 2,000 in Lebanon, 23 in Israel and more than a dozen in Gulf Arab states. Thirteen U.S. service members have also been killed. Tanker reported rounding the corner The blockade is intended to pressure Iran, which has exported millions of barrels of oil, mostly to Asia, since the war began. Much of it has likely been carried by so-called dark transits that evade sanctions and oversight, providing cash flow that’s been vital to keeping Iran running. Both the nature of enforcement and the extent to which ships will comply remained unclear during its first full day in effect on Tuesday. Tankers approaching the strait on Monday turned around shortly after it took effect, though one turned around and transited the waterway early Tuesday. The tanker Rich Starry had been waiting off the coast of the United Arab Emirates, according to shipping data firm Lloyd’s List, which cited data from the energy cargo-tracking firm Vortexa. It wasn’t immediately clear whether the Rich Starry had earlier docked in Iran. Yet it is listed by the U.S. Treasury’s Office of Foreign Assets Control as linked to Iranian shipping. Lloyd’s List, citing ship registry and tracking data, reported that it’s owned by a Chinese shipping company and ultimately bound for China. U.S. Central Command didn’t immediately respond to questions about the vessel after it cleared the 21-mile-wide (nearly 34-kilometer) waterway. A day earlier, it said that the blockade applied to vessels going to and from Iranian ports. Since the start of the war, Iran has curtailed maritime traffic, with most commercial vessels avoiding the waterway. Iran’s effective closure of the strait, through which a fifth of global oil transits in peacetime, has sent oil prices skyrocketing, pushing up the cost of gasoline, food and other basic goods far beyond the Middle East. U.S. President Donald The President on Monday said that Iran’s control of the strait amounted to blackmail and extortion as the U.S. blockade took effect. He said in a social media post that Iran’s navy had been “completely obliterated,” but still had “fast attack ships.” He warned that “if any of these ships come anywhere close to our BLOCKADE, they will be immediately ELIMINATED.” Iran threatened to retaliate against Persian Gulf ports if attacked. “If you fight, we will fight,” Iran’s parliamentary speaker, Mohammad Bagher Qalibaf, said in a statement addressed to The President. French President Emmanuel Macron and British prime Minister Keir Starmer will co-chair a conference Friday for nations willing to deploy warships to escort oil tankers and container ships through the Strait of Hormuz. The deployment will happen “when security conditions allow,” Macron’s office said Tuesday. Israel and Lebanon scheduled for talks Meanwhile, direct talks between Israel and Lebanon were set to begin in Washington on Tuesday, the first such negotiations in decades. Israel has pressed ahead with its air and ground campaign since last week’s ceasefire in Iran, insisting that it doesn’t apply to fighting in Lebanon. It has, however, halted strikes in the country’s capital since April 8, after a deadly bombardment that hit several crowded commercial and residential areas in central Beirut. It sparked an international outcry and threats by Iran that it would end the ceasefire. After more than a year of near-daily strikes in southern Lebanon, Israel escalated its offensive in the early days of the war following Hezbollah launching rockets into Israel. The fighting has carved a path of destruction from agricultural towns near the border to Beirut, killing more than 2,000 people and displacing in excess of 1 million others, according to Lebanese authorities. The talks are expected to be preliminary, focused on setting parameters rather than resolving core issues. Lebanese officials have pushed for a ceasefire, while Israel has framed the negotiations around Hezbollah’s disarmament and a potential peace deal, without publicly committing to halting hostilities or withdrawing its forces. Israel wants Lebanon’s government to assume responsibility for disarming Hezbollah, much like was envisaged in a November 2024 ceasefire. But the militant group has survived efforts to curb its strength for decades and said on Monday that it won’t abide by any agreements that may result from the talks. Aamer Madhani, Matthew Lee and Farnoush Amiri contributed to this report. —Munir Ahmed and Sam Metz, Associated Press View the full article

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