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An index of applications for home purchases jumped 11.1%, the most since January, while a gauge of refinancing increased at a similar rate, according to Mortgage Bankers Association data released Wednesday. View the full article

Small businesses face a storm of tax pressures, but trusted advisors can offer calm amid the chaos. Quick Tax Tip With Art Werner CPE Today Go PRO for members-only access to more Art Werner. View the full article

Small businesses face a storm of tax pressures, but trusted advisors can offer calm amid the chaos. Quick Tax Tip With Art Werner CPE Today Go PRO for members-only access to more Art Werner. View the full article

Keyword research is one of the most important tasks for both SEOs and paid search practitioners. While there are plenty of robust tools on the market, Google Ads Keyword Planner is a great, free starting point. You can explore keywords, see their search volume, and even get an idea of potential costs – all without spending a dime on ads. In this article, I’ll answer key questions, including: Where can I find Keyword Planner in Google Ads? Should I start with keywords or start with a website? What does a “keyword” mean in Keyword Planner? How can I use Keyword Planner to plan my Search campaigns? Should I pick high volume or low volume keywords? Keyword Planner won’t show me estimates for the searches I want. Why? Can you use Keyword Planner for forecasting? Where can I find Keyword Planner in Google Ads? First things first, you’ll find Keyword Planner within your Google Ads account under the “Tools” menu on the left-hand side. Select “Keyword Planner” under the “Planning” section, and you’ll be ready to go. Once you’re there, you’ll see a few options: Discover new keywords. Get search volume and forecasts. Organize keywords into ad groups. If you’re unsure what terms people are using on Google and/or you’re still in the brainstorming phase, choose “Discover new keywords.” However, if you already have a list of keywords in mind and you want to see the data just for those searches, choose “Get search volume and forecasts.” The third option, “Organize keywords into ad groups,” may come in handy later in the process. Should I start with keywords or start with a website? The most common starting point in Keyword Planner is “Discover new keywords.” Once you’re there, you have yet another choice to make: start with keywords or start with a website. If you start with keywords, you can enter up to 10 keywords you’re already considering, and then Google will show you the stats for those keywords, plus hundreds or even thousands more related searches. If you start with a website, you can enter your website, a friend’s website, a competitor’s website, etc. and ask Google to use the entire site, or just one specific page of the site. Google will then show you the keywords that it thinks are related to that site / page. Keyword research is an iterative process, so feel free to try both and see what you find out! You can also customize your results in Keyword Planner based on your desired: Language Location (down to the city or DMA level) Networks (Google Search only, or Google Search + Search partners) What does a ‘keyword’ mean in Keyword Planner? Now, let’s tackle a common question: what do those keyword results in Keyword Planner actually mean? Is it the search volume, CPC, and other stats for that query? That broad match keyword? That exact match keyword? It’s… none of the above. A “keyword” in Keyword Planner is an exactly matching search, inclusive of misspellings and plurals. Think of this like how exact match keywords used to work. For example, “google ads course” and “google ads courses” would be grouped together as one keyword in Keyword Planner, but “adwords course” and “google ads course” would show up as two separate keywords in Keyword Planner. How can I use Keyword Planner to plan my Search campaigns? Once you have your keyword results, it can feel overwhelming. Keyword Planner dumps a ton of data on you, so here’s what I suggest you focus on: Keywords: This is the main reason you’re here. Look for the ones that are most relevant to what you offer. Also, make note of the ones that are not relevant to what you offer, as you may want to proactively add these to your campaigns as negative keywords. Average Monthly Searches: This gives you an idea of how popular a keyword is. Higher numbers mean more potential traffic – but also, potentially lower intent. Seasonal businesses may want to adjust the date range to see more accurate results. Top of page bid (low range) and Top of page bid (high range): These columns give you an idea of what other advertisers are paying per click to show their ads at the top of search results. I recommend taking an average of these two columns to get a rough idea of what your CPCs might be. Remember, these are estimates, not guarantees. While Keyword Planner has some features to help you organize keywords into ad groups, I personally find it easier to download the keyword ideas into a spreadsheet and do that organization myself. Should I pick high volume or low volume keywords? Now that you have the data in front of you, which keywords should you choose for your campaigns? There’s no magic formula, since it depends on your budget and goals. For example, if you have a small daily budget and the keywords you’re interested in have a high estimated CPC, you might be better off focusing on a few lower-volume keywords. On the other hand, if you have a larger budget and the CPCs are lower, you might be able to target higher-volume keywords to reach a wider audience. Consider the quality and relevance of the keywords for your business, as this is far more important in determining your campaigns’ success than search volume or competition. Keyword Planner won’t show me estimates for the searches I want. Why? If you operate in a sensitive industry, like healthcare or education, you might find that Keyword Planner doesn’t show you all the keyword ideas you’re looking for. For example, I worked with a therapist who was able to see search volume and CPC estimates for certain types of therapy, but not others. If Google won’t show you the stats for all of the keywords you want, don’t worry. It doesn’t mean you can’t advertise on those keywords! You can try using a tool like Google Trends, instead. While it won’t give you exact search volume or CPCs, it can show you the relative popularity of search terms over time, which can still be helpful. (Remember, Google Trends uses indexed data, not absolute search volumes.) Can you use Keyword Planner for forecasting? Google’s Keyword Planner also has a feature to build forecasts based on the keywords you select. However, for more in-depth forecasting based on your actual campaign performance, Google offers another free tool called Performance Planner. I find Performance Planner more helpful for forecasting than Keyword Planner, but feel free to give both a try to see what you prefer. Note that in order to use the forecasting tools, you need to actually be spending money on ads and have active campaigns with conversion data. Otherwise, Google won’t have any of your data on which to build a forecast. Ultimately, Google Keyword Planner is a fantastic free resource for anyone involved in PPC or even SEO. It allows you to get valuable insights into what people are searching for, helping you make more informed decisions about your search strategies. This article is part of our ongoing weekly Search Engine Land series, Everything you need to know about Google Ads in less than 3 minutes. Every Wednesday, Jyll highlights a different Google Ads feature, and what you need to know to get the best results from it – all in a quick 3-minute read. View the full article

As AI-driven search engines rewrite the rules of content visibility, one thing is clear: optimization isn’t dead — it’s evolving. Large language models (LLMs) like ChatGPT, Google’s Gemini, and Perplexity AI don’t just retrieve web pages; they synthesize answers. And your content? It only gets included if it’s clear, relevant, and easy to extract. The good news? If you’re already using the Yoast SEO plugin, you have some of the most critical tools for this new era baked right into your workflow. Table of contents Learn how to structure content for AI What AI search wants from your content The Flesch Reading Ease score is more important than ever Don’t ignore those green lights (Even when you think you know better) Structuring for LLMs: A Yoast-assisted framework You don’t need Schema if your structure is clear — but it helps TL;DR: Use Yoast SEO to make your content AI-ready Learn how to structure content for AI In this post, I’ll walk through how LLMs evaluate and extract content — and how Yoast SEO’s content analysis features, particularly the Flesch Reading Ease score and green light checks, can help you structure your writing for AI retrieval, not just human readers. And more importantly, I want to clarify a common misconception: Yoast SEO isn’t about “chasing green lights.” It’s about helping you become a better, clearer communicator. Green lights aren’t the end goal—they’re indicators that you’re aligning your content with the kinds of clarity and structure that serve both readers and AI systems. In a world where LLMs decide what gets surfaced and summarized, being a better writer is your best competitive advantage. Even if AI search doesn’t dominate your vertical today, it will. The best time to prepare was years ago. The second-best time is right now. Consider this your SEO shade tree: start planting. What AI search wants from your content Forget rankings — AI search is about retrievability and clarity. LLMs ingest and parse content based on: Literal surface-level term matching (yes, keywords still matter) Structural formatting cues like headings, lists, and bullet points Clarity of ideas — one idea per paragraph, one purpose per section Prompt alignment — using the same terminology your audience would use Even the smartest LLM will skip your content if it’s overly complex, meandering, or fails to mention the query terms directly. That means no more hiding your key points in paragraph five. No more cute, clever intros that never get to the point. The models are pulling excerpts, not reading for nuance. This is where Yoast SEO shines. Its features, often seen as basic hygiene, are perfectly aligned with what makes content usable by AI. The Flesch Reading Ease score is more important than ever In a world of AI Overviews and synthesized summaries, readability is a superpower. The Flesch Reading Ease score — included in the Yoast SEO content analysis — doesn’t just help human readers skim your content. It helps machines parse and interpret it. LLMs prefer: Shorter sentences Simple phrasing One idea per paragraph These are the exact factors the Flesch score evaluates. So when Yoast flags your content as difficult to read, it’s not nitpicking — it’s showing you what might keep your article out of an AI Overview. Pro tip: When possible, aim for a Flesch score above 60, especially for top-of-funnel or FAQ-style content you want to be quoted or summarized. And let’s be clear: this doesn’t mean your content has to be simplistic or dumbed down. It just needs to be accessible. Plainspoken, not generic. Direct, not dull. Think of it as writing for a global audience — or a machine that doesn’t have time for interpretive poetry. Don’t ignore those green lights (Even when you think you know better) I’ll be honest: I’ve been one of the worst offenders when it comes to ignoring those green lights. I like long sentences. I enjoy prose that meanders a little if it means delivering a point with style. And I’ve spent enough of my career writing professionally that being told how to write by a plugin occasionally rubbed me the wrong way. But here’s the thing I’ve come to accept: it’s not that the plugin is trying to replace your voice or artistry. It’s that it’s trying to ensure your work can be understood, parsed, and surfaced—especially by machines. It is absolutely still possible to create highly visible content that doesn’t earn a green light for sentence structure or reading ease. I’ve done it. But those pieces need to be intentional. They need to be structured so that the core ideas—the “meat” of the argument—aren’t buried in the longest paragraph of the article or expressed only in dense, lyrical blocks of text. If you want to break the rules, fine. But make sure you know where the lines are before you step over them. The art is still welcome—it just has to be thoughtfully placed. Yoast’s content checks aren’t arbitrary — they’re aligned with how both humans and machines understand text. In fact, many of the green-light criteria align shockingly well with what LLMs are known to favor: Subheadings every 300 words = easier segmentation and extraction Introductory paragraph present = good for AI frontloading Paragraph length = one idea per chunk, which is LLM-friendly Sentence length limits = fewer chances for parsing failure In other words: the green light checklist is not just “SEO best practice.” It’s an LLM comprehension checklist in disguise. And while experienced writers might feel tempted to override these warnings with “but this sounds better to me,” it’s worth considering how much clearer your writing becomes when you follow them. Especially when writing for an audience that might include an algorithm. Structuring for LLMs: A Yoast-assisted framework If you want your content to get pulled into AI-generated answers, try this simple structure — and let Yoast SEO help enforce it: Start with a TL;DR or definition: Use short, declarative sentences. Bonus if you can bold the key phrase or structure it as a definition. LLMs love to latch onto clear, answer-style content. Use subheadings to divide your points: Make sure each section answers one specific question or explains one concept. Headings serve as cues for both readers and models. Use bulleted or numbered lists: Yoast SEO will warn you if a list is too long without proper formatting. LLMs love well-structured lists because they can be directly extracted. Echo the query language: Use the exact phrases people search for. This helps the AI match your content to user prompts. Literal matching still matters. End with a clear summary or CTA: AI often pulls from intros or conclusions. Don’t waste them. Reinforce your main point and point readers toward next steps. Even if you’re writing complex thought leadership content, this structure ensures your brilliance is actually understood and surfaced. You don’t need Schema if your structure is clear — but it helps Structured data is still valuable, especially for establishing context and disambiguating entities. But Yoast SEO users should remember: if your page is poorly written or confusing, schema won’t save it. LLMs cite content that is: Logically segmented Written in plain, direct language Free of interruptions, overlays, or unrelated diversions Yoast SEO helps you get there — not just with schema tools, but with live readability feedback during writing. It’s also worth noting that while structured data might support AI understanding, it’s the structure of the writing that matters most for inclusion in AI responses. LLMs pull paragraphs and list items, not rich snippets. If you want to be quoted, you have to be quotable. TL;DR: Use Yoast SEO to make your content AI-ready In the age of AI search, optimization means: Writing like a human, formatting like a machine Saying things plainly Echoing how people phrase questions Structuring content so it can be lifted and used Yoast SEO’s content analysis isn’t just a checklist — it’s an AI visibility strategy. That little green light might be your ticket to being the source LLMs choose to summarize. Don’t fall into the trap of writing for the plugin. Use the plugin to write better for people and machines. That shift in mindset makes all the difference. And as LLMs continue to power more and more of the search experience, from Google AI Overviews to tools like ChatGPT Browse, that visibility is worth more than position #1 ever was. Start now. You’ll be glad you did. The post How to optimize content for AI LLM comprehension using Yoast’s tools appeared first on Yoast. View the full article

North Dakota is the 11th state in the U.S. with a measles outbreak, logging its first cases since 2011. The U.S. Centers for Disease Control and Prevention’s confirmed measles case count is 935, more than triple the amount seen in all of 2024. The three-month outbreak in Texas accounts for the vast majority of cases, with 702 confirmed as of Tuesday. The outbreak has also spread to New Mexico, Oklahoma, and Kansas. Two unvaccinated elementary school-aged children died from measles-related illnesses in the epicenter in West Texas, and an adult in New Mexico who was not vaccinated died of a measles-related illness. Other states with active outbreaks—which the CDC defines as three or more related cases—include Indiana, Michigan, Montana, Ohio, Pennsylvania, and Tennessee. North America has two other ongoing outbreaks. One in Ontario, Canada, has resulted in 1,243 cases from mid-October through April 29. And the Mexican state of Chihuahua had 922 measles cases and one death as of Tuesday, according to data from the state health ministry. Health officials in Mexico and the U.S. say all three outbreaks are of the same measles strain. Measles is caused by a highly contagious virus that’s airborne and spreads easily when an infected person breathes, sneezes or coughs. It is preventable through vaccines, and has been considered eliminated from the U.S. since 2000. As the virus takes hold in U.S. communities with low vaccination rates, health experts fear that spread could stretch on for a year. Here’s what else you need to know about measles in the U.S. How many measles cases are there in Texas and New Mexico? Texas state health officials said Tuesday there were 19 new cases of measles since Friday, bringing the total to 702 across 29 counties—most of them in West Texas. The state also added two hospitalizations to its count Friday, for a total of 91 throughout the outbreak. State health officials estimated about 1% of cases—fewer than 10—are actively infectious. Fifty-seven percent of Texas’ cases are in Gaines County, population 22,892, where the virus started spreading in a close-knit, undervaccinated Mennonite community. The county has had 403 cases since late January—just over 1.7% of the county’s residents. The April 3 death in Texas was an 8-year-old child, according to Health Secretary Robert F. Kennedy Jr. Local health officials in Texas said the child did not have underlying health conditions and died of “what the child’s doctor described as measles pulmonary failure.” A unvaccinated child with no underlying conditions died of measles in Texas in late February—Kennedy said age 6. New Mexico was steady Tuesday with 67 total cases. Seven people have been hospitalized since the outbreak started. Most of the state’s cases are in Lea County. Three are in Eddy County, two in Doña Ana County and one in Chaves County. How many cases are there in Indiana? Indiana confirmed two more cases April 21 in an outbreak that has sickened eight in Allen County in the northeast part of the state—five are unvaccinated minors and three are adults whose vaccination status is unknown. The cases have no known link to other outbreaks, the Allen County Department of Health has said. How many cases are there in Kansas? Kansas added nine cases Wednesday for a total of 46 across eight counties in the southwest part of the state. Gray County is up to 15 cases. The state also reported its first hospitalization. Kansas’ health department didn’t elaborate Wednesday about a discrepancy in the number of new cases at the state and county levels beyond noting that case counts are “fluid as the outbreak progresses.” The state’s first reported case is linked to the Texas outbreak based on genetic testing. How many cases are there in Michigan? Montcalm County, near Grand Rapids in western Michigan, has an outbreak of four cases that state health officials say is tied to the Ontario outbreak. The state had nine confirmed measles cases as of Friday, but the remaining five are not part of the Montcalm County outbreak. How many cases are there in Montana? Montana state health officials announced five cases April 17 in unvaccinated children and adults who had traveled out of state, and later confirmed it was an outbreak. All five are isolating at home in Gallatin County in the southwest part of the state. They were Montana’s first measles cases in 35 years. Health officials didn’t say whether the cases are linked to other outbreaks in North America. How many measles cases are there in North Dakota? North Dakota announced its first measles case since 2011 on Friday, and by Tuesday, there were nine cases. All are in Williams County in western North Dakota on the Montana border. The state health department said Monday that three of the confirmed cases are linked to the first case—an unvaccinated child who health officials believe got it from an out-of-state visitor. The other five cases, announced Tuesday, were people who were not vaccinated and did not have contact with the other cases, causing concern about community transmission. The state health department said four people diagnosed with measles attended classes while infectious at a Williston elementary school, middle school and high school. How many cases are there in Ohio? The state has two outbreaks. Ashtabula County near Cleveland has 16 cases. And Knox County in east-central Ohio has 20—14 among Ohio residents and the rest among visitors. The Ohio Department of Health on Thursday confirmed 33 measles cases and one hospitalization. That count includes only Ohio residents. Defiance County in the northwestern part of the state has logged its first case. Allen and Holmes counties have had one case each. How many cases are there in Oklahoma? Oklahoma added one case for a total of 14 confirmed and three probable cases as of Tuesday. The outbreak is linked to Texas and New Mexico. The state health department is not releasing which counties have cases, but Cleveland, Oklahoma and Sequoyah counties have had public exposures in the past couple of months. How many cases are there in Pennsylvania? There are eight measles cases in Erie County in far northwest Pennsylvania, officials said Friday. The county declared an outbreak in mid-April. The state has said it has 13 cases overall in 2025, including international travel-related cases in Montgomery County and one in Philadelphia. How many cases are there in Tennessee? Tennessee had six measles cases as of last week. Health department spokesman Bill Christian said all cases are the middle part of the state, and that “at least three of these cases are linked to each other” but declined to specify further. The state also did not say whether the cases were linked to other outbreaks or when Tennessee’s outbreak started. The state health department announced the first measles case March 21, three more on April 1 and the last two on April 17, but none of the news releases declared an outbreak. However, Tennessee was on a list of outbreak states in a CDC report April 17. Where else is measles showing up in the U.S.? Cases also have been reported in Alaska, Arkansas, California, Colorado, Florida, Georgia, Hawaii, Illinois, Kentucky, Louisiana, Maryland, Minnesota, Missouri, New Jersey, New York, Rhode Island, Vermont, Virginia, and Washington. Cases and outbreaks in the U.S. are frequently traced to someone who caught the disease abroad. In 2019, the U.S. saw 1,274 cases and almost lost its status of having eliminated measles. What do you need to know about the MMR vaccine? The best way to avoid measles is to get the measles, mumps and rubella vaccine. The first shot is recommended for children between 12 and 15 months old and the second between 4 and 6 years old. Getting another MMR shot is harmless if there are concerns about waning immunity, the CDC says. People who have documentation of receiving a live measles vaccine in the 1960s don’t need to be revaccinated, but people who were immunized before 1968 with an ineffective measles vaccine made from “killed” virus should be revaccinated with at least one dose, the agency said. People who have documentation that they had measles are immune and those born before 1957 generally don’t need the shots because most children back then had measles and now have “presumptive immunity.” In communities with high vaccination rates—above 95%—diseases like measles have a harder time spreading through communities. This is called “herd immunity.” But childhood vaccination rates have declined nationwide since the pandemic and more parents are claiming religious or personal conscience waivers to exempt their kids from required shots. The U.S. saw a rise in measles cases in 2024, including an outbreak in Chicago that sickened more than 60. What are the symptoms of measles? Measles first infects the respiratory tract, then spreads throughout the body, causing a high fever, runny nose, cough, red, watery eyes and a rash. The rash generally appears three to five days after the first symptoms, beginning as flat red spots on the face and then spreading downward to the neck, trunk, arms, legs and feet. When the rash appears, the fever may spike over 104 degrees Fahrenheit, according to the CDC. Most kids will recover from measles, but infection can lead to dangerous complications such as pneumonia, blindness, brain swelling and death. How can you treat measles? There’s no specific treatment for measles, so doctors generally try to alleviate symptoms, prevent complications and keep patients comfortable. AP Science Writer Laura Ungar contributed to this report. The Associated Press Health and Science Department receives support from the Howard Hughes Medical Institute’s Science and Educational Media Group and the Robert Wood Johnson Foundation. The AP is solely responsible for all content. —Devi Shastri, AP Health Writer View the full article

Key Takeaways Effective interviewing is essential for assessing compatibility and shared goals with potential business partners.Preparation, including research on values, vision, and industry knowledge, significantly enhances the interview process.Targeted questions help uncover motivations, strengths, and weaknesses, enabling better alignment of business objectives.Analyzing interview outcomes through compatibility, skills relevance, problem-solving abilities, and communication styles is crucial for making informed partnership decisions.A strong cultural fit boosts team morale and operational efficiency, enhancing the likelihood of a successful partnership. Finding the right business partner can make or break your venture. It’s not just about shared goals; it’s about complementary skills, values, and vision. When you interview a potential partner, you’re not only assessing their qualifications but also gauging if their personality and work ethic align with yours. Effective interviewing is crucial to uncovering the nuances that can lead to a successful partnership. You’ll want to ask the right questions to reveal their motivations, strengths, and how they handle challenges. This process isn’t just about filling a role; it’s about building a foundation for collaboration and growth. Get ready to dive into the essential steps for interviewing a potential business partner and ensure you make the right choice for your journey ahead. Importance of Interviewing a Potential Business Partner Interviewing a potential business partner is crucial for the success of your small business. This process goes beyond evaluating credentials; it allows you to assess compatibility in values, vision, and work ethic. A strong partnership can significantly impact your business model and growth strategy. Effective interviews uncover motivations that drive potential partners. Understanding their strengths and weaknesses aids in aligning your business goals with their skills. In the competitive landscape, shared innovation and a collaborative approach foster better problem-solving abilities, enhancing customer acquisition and sales strategies. Asking targeted questions helps you identify not only their past experiences but also their approach to challenges. It’s essential to explore areas like marketing tactics, funding options, and financial management. You can gauge their understanding of essential aspects like budgeting, cash flow, or even digital marketing approaches. Moreover, establishing clear communication during interviews sets a solid foundation for future collaboration. It’s vital to determine how each partner views their role in areas like human resources, team building, and leadership. This can influence employee benefits, payroll, and overall workplace culture. Securing the right partner through effective interviewing strengthens your small business’s position in the market. It leads to smoother operations and better alignment in legal structures, whether you choose LLC, partnership, or other forms. This groundwork lays the foundation for future collaborations, ensuring you’re prepared for challenges associated with entrepreneurship. Preparing for the Interview Process Preparing for the interview process involves essential steps that enhance your evaluation of a potential business partner. Effective preparation sets the foundation for a successful partnership. Researching Your Potential Partner Researching your potential business partner helps you gauge their fit for your small business. Focus on these key areas: Background Check: Investigate their professional history. Look into previous business ventures, successes, and failures. This information reveals their reliability and competence. Values and Vision Alignment: Ensure your potential partner’s values and vision align with your business goals. Misalignment can lead to conflicts that hinder growth. Industry Knowledge: Assess the partner’s expertise and how they stay informed about market trends. Their familiarity with the industry can drive innovation within your venture. Developing an Interview Guide Developing an interview guide ensures you cover important topics during your discussions. Include questions that address these aspects: Goals: Identify shared business goals. Discuss short-term and long-term objectives to align your visions. Experience: Inquire about relevant experiences that showcase their skills. Look for insights into their problem-solving abilities and decision-making processes. Funding Strategies: Explore their knowledge of funding options such as loans, angel investors, or crowdfunding. Understanding their approach to financial management is crucial for sustainable growth. Marketing and Sales: Discuss marketing tactics and customer acquisition strategies. Their insights can clarify how they can contribute to building your brand and expanding your market reach. Roles and Responsibilities: Define potential roles in human resources, team building, and leadership. Clear expectations foster effective collaboration. Scalability: Evaluate their ideas for scaling the business. A partner’s growth strategy can significantly influence your small business’s future trajectory. By preparing adequately and asking the right questions, you set the stage for a fruitful collaboration. Key Questions to Ask During the Interview When interviewing a potential business partner, focus on critical questions that reveal compatibility and skills. These discussions ensure alignment in vision and capability, fundamental for a successful business partnership. Assessing Compatibility What are your core values, both personally and professionally? This question helps determine if your values align, crucial for a cohesive partnership. What does success look like to you? Understanding each other’s definition of success guides expectations and shared goals. What motivates you in your professional life? Knowing this can clarify your partner’s drive, commitment, and overall fit within the business. How would you describe your communication style? Communication compatibility affects all aspects of collaboration, influencing decision-making and project execution. Evaluating Skills and Experience What relevant experience do you have in our industry? Specific experience indicates familiarity with market trends, customer acquisition strategies, and potential challenges you might face. How have you approached funding options in past ventures? Discussing experiences with loans, angel investors, and crowdfunding reveals financial understanding and business acumen. What skills do you bring that complement our business goals? Identify specific skills such as marketing expertise, financial management, or product development that enhance your startup’s potential. Can you share specific examples of past successes? Real-world achievements demonstrate capability and reliability, critical for navigating small business challenges. Asking these questions allows you to gauge compatibility and expertise, setting a strong foundation for collaboration. Analyzing the Interview Outcomes Analyzing interview outcomes is critical for determining a potential partner’s fit within your small business. Consider the following aspects during your evaluation: Compatibility with Business Goals Evaluate how well the candidate aligns with your business goals. Assess their vision and how it complements your startup’s targets. Look for specific examples demonstrating their commitment to shared objectives. Skills and Experience Relevance Assess the candidate’s skills and experience related to essential business functions. Priority areas may include marketing strategies, funding approaches, or product development. Analyze if their past experiences with partnerships or collaborations contribute positively to your business model. Problem-Solving Abilities Investigate the candidate’s problem-solving abilities by asking how they’ve handled challenges in previous ventures. Check for examples where their innovation led to successful outcomes. Assessing these scenarios provides insights into their capacity to contribute effectively. Communication Styles Determine the effectiveness of the candidate’s communication style. Strong partnerships require clear communication, especially concerning roles and responsibilities. Evaluate their responses during difficult conversation scenarios to gauge their communication proficiency. Financial Acumen Review the candidate’s understanding of finance and accounting principles. Inquire about their familiarity with funding options—such as venture capital, crowdfunding, or angel investors—and their ability to manage cash flow, budgets, and expenses. Financially savvy partners contribute to stable growth. Cultural Fit Assess the candidate’s potential cultural fit within your business’s environment. Strong alignment in values and work ethic promotes better team building and enhances employee morale. Look for shared beliefs in areas such as leadership and collaboration. Strategic Thinking Evaluate the candidate’s strategic thinking skills and ability to develop a growth strategy. Questions regarding their market research practices and understanding of the target audience can reveal their readiness to help scale your small business. Utilize this analysis to make informed decisions about potential partnerships, aligning those choices with your business plan and overarching goals. Conclusion Finding the right business partner is essential for your success. The interview process is your opportunity to dig deeper into a potential partner’s motivations and skills. By asking the right questions and fostering open communication, you can uncover whether their vision aligns with yours. Remember that compatibility in values and work ethic is just as important as complementary skills. A thorough analysis of the interview outcomes will guide you in making informed decisions. This careful approach not only strengthens your partnership but also sets the stage for a thriving business. Prioritize this process and you’ll pave the way for a successful collaboration that can navigate future challenges together. Frequently Asked Questions Why is finding the right business partner important? Finding the right business partner is crucial because it affects the success and longevity of your venture. A successful partnership involves shared values, complementary skills, and a united vision, which together foster innovation, problem-solving, and smoother operations. How can effective interviewing help in selecting a business partner? Effective interviewing allows entrepreneurs to assess compatibility in values and work ethic. By asking targeted questions, one can uncover motivations, strengths, and industry experience that align with business goals, laying the groundwork for a fruitful collaboration. What questions should I ask during a partner interview? Key questions to ask include inquiries about core values, definitions of success, motivations, communication styles, relevant experience, past funding methods, and examples of successes. These questions help evaluate a potential partner’s compatibility and expertise. How can I prepare for interviewing a potential partner? Prepare by researching potential partners to understand their background, values, and industry knowledge. Developing an interview guide to cover essential topics like shared goals, funding strategies, and marketing tactics ensures a thorough assessment. What should I analyze after conducting an interview? After the interview, analyze outcomes based on compatibility with business goals, relevance of skills, problem-solving abilities, communication preferences, cultural fit, and strategic thinking. This evaluation is crucial for making informed partnership decisions. Image Via Envato This article, "Mastering the Art of Interviewing a Potential Business Partner for Success" was first published on Small Business Trends View the full article

We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. The Amazon Fire Max 11 feels like the grown-up version of the Fire Tablets that used to be just good enough. It's bigger, cleaner, and doesn’t stutter when you try to do more than scroll through a book or stream a show. Right now, you can grab a certified refurbished unit with 128GB of storage and no lock-screen ads for $139.99 (down from $239.99). And it’s not old tech, either—it came out last summer and earned PCMag’s Best Budget Tablet of the Year 2024. Like-New Amazon Fire Max 11 tablet $139.99 at Amazon /images/amazon-prime.svg $239.99 Save $100.00 Get Deal Get Deal $139.99 at Amazon /images/amazon-prime.svg $239.99 Save $100.00 Its 11-inch screen is a bright, crisp LCD panel with a 2,000 x 1,200 resolution and decent 213ppi sharpness. It’s not quite iPad-level quality, but it gets close, especially for reading, streaming, or even casual drawing with the optional $36.99 stylus. The aluminum build adds a bit of a premium touch, and the stereo speakers are surprisingly solid for something at this price. There’s no headphone jack (which feels like a miss), but Bluetooth 5.3 is stable for wireless headsets. Internally, it’s running on 4GB RAM and a processor that keeps things snappy. You can browse, download, and play light games without the usual budget-tablet lag. You can expand storage beyond the already generous 128GB via microSD (sold separately) up to 1 TB. That said, it still runs FireOS 8, which is Amazon’s custom take on Android. If you’re already tied into Kindle, Prime Video, and Audible, it makes sense. But if you rely on Google apps or want Play Store access out of the box, it’s not the most open system—you’ll have to sideload apps manually, notes this PCMag review. Camera-wise, it’s nothing to write home about: It's got two 8MP shooters that are fine for Zoom calls or document scans, but not much else. Battery life also doesn’t quite live up to the advertised 14 hours; you’re more likely to get around eight to 10 hours, depending on what you’re doing. The tablet charges via USB-C and technically supports 15W charging, but Amazon ships it with a slower 9W adapter. Still, for under $150, it’s hard to find a tablet with a screen this good and that much storage. Amazon also sells some solid accessories to go with it. There’s a magnetic slim cover for $49.99 that makes it easier to carry around without scratching the screen, and a matte anti-glare screen protector for $17.99 if you’re reading outside or just hate smudges. And if you want to turn the Fire Max 11 into a basic productivity setup, the $84.99 keyboard case snaps on magnetically and works well for emails or notes. View the full article

New AI features from LinkedIn will soon help job seekers find positions that best suit them—without the need for exact keyword matches or specific job titles. LinkedIn’s new AI-powered job search interface allows users to express their goals in plain language, says Rohan Rajiv, LinkedIn’s head of career products. For example, users can type a phrase like “business development or partnership roles in video games” and still be matched with relevant positions in the gaming industry, even if job listings don’t use those exact terms. Job seekers can also enter more abstract goals like “using brand marketing skills to cure cancer” to uncover marketing roles at pharmaceutical companies and oncology centers, Rajiv demonstrated in a session with Fast Company. Powered by large language model (LLM) AI, the new search tool interprets the intent behind job seeker queries and job descriptions, making it easier to match people with opportunities in a job market that often frustrates both applicants and employers. “LLMs are amazing at looking at a job description and extracting semantics out of them and nuance out of them, and inferring things from them,” says Erran Berger, VP of engineering at LinkedIn. Recent survey data from LinkedIn shows that job seekers are applying to more positions than before, increasing the volume of applications that hiring teams must review. “They say they are spending three to five hours a day sifting through applications, and less than half of these applications meet the required criteria,” Rajiv notes. The enhanced AI search can also surface jobs and employers that applicants may not have previously considered. LinkedIn currently lists more than 15 million job postings. Another new feature, “job match,” helps users assess their fit for a role before applying. By analyzing both job descriptions and user profiles, the AI identifies how closely someone matches a job’s criteria and highlights areas where qualifications are strong or lacking—such as experience with a particular technology. Unlike traditional keyword searches, LLMs are less likely to overlook relevant experience. For example, the AI understands that a web developer likely knows HTML, even if it’s not explicitly listed. This insight allows users to refine their profiles with relevant skills or consider roles better aligned with their background, saving time for both candidates and recruiters. Another feature will provide context around whether a position is “actively hiring,” whether it’s being promoted on LinkedIn, and, when available, how long applicants typically wait to hear back. These AI innovations build on tools introduced last year to help recruiters identify strong matches and come roughly 20 years after LinkedIn first began helping users connect with job opportunities. At that time, the company recognized that its vast career and network data could help recruiters discover candidates not actively searching for roles, Berger explains. “Twenty years ago, LinkedIn transformed the traditional job search by connecting recruiters with passive candidates,” CEO Ryan Roslansky says in a statement to Fast Company. “And today, with the launch of AI-powered job search, we’re not just introducing a new way to find a job, but an entirely new way to discover what’s possible.” LinkedIn has steadily expanded its job-matching capabilities, introducing automated job recommendations around 2010 and consolidating job search tools into a dedicated tab on its main platform in 2016. These changes reflect how users often combine job searches with other research activities, such as exploring company profiles. Currently, more than 11,000 LinkedIn users apply for a job every minute. The company expects that its rich history of job and job seeker data will continue to enhance its AI matching tools. “We’re really uniquely positioned to take this rich data that we have—and what’s possible with AI now—to build this feature in a way that few, if any, other companies can,” Berger says. View the full article

The modern workplace is increasingly hybrid, blending in-office and remote workstyles. While offering flexibility, this model presents unique challenges, particularly for meetings. How do you ensure remote participants feel as included and engaged as those physically present? View the full article

Scammers can make good money by selling you something you can actually get for free—like government services. The Federal Trade Commission is alerting consumers to fraudulent websites that are claiming to be associated with the IRS and charging up to $300 to file paperwork for obtaining an Employer Identification Number (EIN). The EIN application is available for free on the real IRS website and requires just a few minutes to complete. An EIN, which is a corporate identifier for filing taxes, is required for anyone opening a business, estate, or nonprofit as well as those with household employees (such as a family hiring a nanny). How the EIN scam worksThe services identified by the FTC are impersonating the IRS or misrepresenting their affiliation in one or more of the following ways: Using IRS seals, logos, formatting, colors, fonts, layouts, and imagery on their websites and ads Using "IRS" in their domain names or on their websites Using the term "EIN Assistant" Failing to disclose that they are not affiliated with the IRS Failing to disclose that payments are 100% service fees, as EINs are free This also isn't the only way scammers are profiting off of "helping" consumers apply for government services. The Better Business Bureau has tracked online services that charge people to enroll in the Department of Homeland Security's Trusted Traveler Programs, such as TSA PreCheck and Global Entry. These programs do cost money, but you don't have to pay for the application itself. (Note that TSA PreCheck contracts with several third-party enrollment providers, with total fees varying slightly from $67 to $78.) How to apply for an EIN—for freeIf you do need an EIN, you can complete the application using the IRS' EIN Assistant tool. You'll need to provide information about the legal structure of your business as well as personal information like your name, address, contact information, and tax ID. Your EIN is generated immediately upon completion and verification, and the whole process takes fewer than 15 minutes if you have all of your information ready. View the full article

BigQuery is one of the most underutilized tools in PPC. While data professionals have been leveraging data warehousing and Structured Query Language (SQL) for years, many PPC specialists still rely on in-platform reporting and third-party tools such as Optmyzr and TrueClicks. But with Google’s evolving data limitations, increased automation, and the growing importance of first-party data, mastering BigQuery is becoming a game-changer for paid search experts. What is BigQuery? BigQuery is Google’s fully managed, serverless data warehouse that lets you store and analyze massive datasets using SQL. Unlike Google Ads, Google Analytics 4, or Google Search Console, which offer predefined reports with limited lookback windows, BigQuery allows you to query raw data without those restrictions. You’re not limited to 14 months (GA4) or 16 months (GSC). Once your data is imported, it’s available indefinitely. That alone makes BigQuery a powerful tool for PPC professionals seeking deeper insights and long-term reporting accuracy. To use BigQuery efficiently, you’ll need a solid grasp of SQL – the language used to extract, filter, and manipulate your data. If SQL feels intimidating, tools like GA4SQL.com and ChatGPT can help you generate queries faster, easing the learning curve. Still, developing a real understanding of SQL gives you a distinct advantage when working with the platform. One important note: while AI-generated SQL can be helpful, always double-check for accuracy and efficiency before running queries. Poorly written queries can result in slow performance and unnecessary costs. Speaking of cost – unlike Google Ads, where reporting is free, BigQuery charges based on the amount of data processed. Fortunately, it always shows you an estimated cost before execution, and by following best practices, you can keep expenses low while unlocking high-value insights. Why PPC specialists should use BigQuery Now, to the question you’re probably asking: why should you, as a PPC specialist, use BigQuery? Here’s my take. 1. Unlimited data storage and longer lookback windows Simply using BigQuery as a long-term data storage solution already adds huge value. By exporting data from Google Ads and GA4, you avoid losing historical insights to platform-imposed lookback limits. With BigQuery, you control how long data is stored. That means you can analyze long-term trends, uncover seasonal patterns, and run historical comparisons that wouldn’t be possible in native platforms. Combining GA4, Search Console, and Google Ads data? Even more powerful. 2. Combine data from multiple sources BigQuery lets you merge data from multiple sources, such as: Google Ads. GA4. Search Console. Meta Ads. CRM systems. External data (like weather, inventory, or competitor insights). By centralizing this data, you break down platform silos and enable cross-channel reporting that leads to better, more actionable insights. This is especially valuable when blending CRM data with ad metrics. Suddenly, things like CLV become part of your campaign decision-making. Dig deeper: Advanced analytics techniques to measure PPC Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. 3. Enhanced attribution and custom modeling Google’s default attribution models often feel like a black box. BigQuery gives you the freedom to build your own models tailored to your business. For example, you can create a multi-touch attribution model that considers engagement, time to conversion, or even offline activity. It’s not a full MMM like Meridian, but it’s a major step up in visibility and control – especially for longer sales cycles. 4. Predictive analytics with machine learning BigQuery integrates with BigQuery ML, so you can build and run predictive models without deep coding expertise. Use it to: Forecast conversion rates. Model budget allocation for maximum ROAS. Spot anomalies in performance early (even though Google Ads scripts can also help here). Imagine predicting which keywords or audiences will convert best based on historical data or machine learning inputs, then adjusting bids accordingly. Pair that with a Python script and the Google Ads API (note: you’ll need a developer token), and you’re pushing the limits of performance forecasting. Dig deeper: How BigQuery ML unlocks better targeting, bidding, ROI in Google Ads 5. Multi-account aggregation If you manage multiple Google Ads accounts in the same vertical, BigQuery can aggregate them into one dataset for seamless analysis. Think dashboards that track 50+ accounts in one place, helping you benchmark performance, spot outliers, and identify cross-account trends. You can quickly see, for example, which accounts are underperforming on specific metrics compared to their peers. Getting started with BigQuery If you’re new to BigQuery, here’s a simple roadmap to get you going: Set up a Google Cloud account and enable BigQuery. Export GA4 and Google Ads data to BigQuery. GA4 supports native export. For Google Ads, use the Data Transfer feature. Learn the basics of SQL. It’s essential for writing queries to extract and analyze your data. A tip: always connect your billing info, even if you’re just storing data. Without it, you’re limited to the BigQuery Sandbox, which only retains data for 60 days. BigQuery should be in every PPC expert’s toolbox BigQuery is quickly becoming a must-have for modern PPC specialists. It goes beyond platform reporting, offering flexible storage, unified data, advanced attribution, and even machine learning – all in one place. Yes, there’s a learning curve. But if you’re serious about scaling your PPC strategy and making smarter, data-driven decisions, the payoff is more than worth it. View the full article

WeightWatchers said Tuesday it is filing for Chapter 11 bankruptcy protection to eliminate $1.15 billion in debt and focus on its transition into a telehealth services provider. Parent WW International Inc. said it has the support of nearly three-quarters of its debt holders. It expects to emerge from bankruptcy within 45 days, if not sooner. WeightWatchers, which was founded more than 60 years ago, has struggled recently. In 2023, the company moved into the prescription drug weight loss business—particularly with the $106 million acquisition of Sequence, now WeightWatchers Clinic, a telehealth service that helps users get prescriptions for drugs like Ozempic, Wegovy and Trulicity. Its latest earnings report Tuesday showed that first-quarter revenue declined 10% while its loss on an adjusted basis totaled 47 cents per share. However, clinical subscription revenue—or weight-loss medications—jumped 57% year over year to $29.5 million. In September, WW International CEO Sima Sistani resigned, and the New York company named Tara Comonte, a WeightWatchers board member and former Shake Shack executive, interim chief executive. Comonte, now CEO, said in a statement Tuesday that, “As the conversation around weight shifts toward long-term health, our commitment to delivering the most trusted, science-backed, and holistic solutions—grounded in community support and lasting results—has never been stronger, or more important.” Shares of the company have traded at under $1 since early February. In after-hours trading, the stock plunged by half to 39 cents. The bankruptcy filing was made in U.S. Bankruptcy Court for the District of Delaware. —Associated Press View the full article

The Supreme Court on Tuesday allowed President Donald The President’s administration to enforce a ban on transgender people in the military, while legal challenges proceed. The court acted in the dispute over a policy that presumptively disqualifies transgender people from military service and could lead to the expulsion of experienced, decorated officers. The court’s three liberal justices said they would have kept the policy on hold. Neither the justices in the majority or dissent explained their votes, which is not uncommon in emergency appeals. Just after beginning his second term in January, The President moved aggressively to roll back the rights of transgender people. Among the Republican president’s actions was an executive order that claims the sexual identity of transgender service members “conflicts with a soldier’s commitment to an honorable, truthful, and disciplined lifestyle, even in one’s personal life” and is harmful to military readiness. In response, Defense Secretary Pete Hegseth issued a policy in February that gave the military services 30 days to figure out how they would seek out and identify transgender service members to remove them from the force. Those actions had been stalled by the lawsuits. “No More Trans @ DoD,” Hegseth wrote in a post on X following Tuesday’s Supreme Court order. Earlier in the day, before the court acted, Hegseth said that his department is leaving wokeness and weakness behind. “No more pronouns,” he told a special operations forces conference in Tampa. “No more dudes in dresses. We’re done with that s—-.” The Defense Department said Tuesday that officials are currently determining the next steps, but officials were not aware of any actions being taken right away. Three federal judges had ruled against the ban. In the case the justices acted on Tuesday, U.S. District Court Judge Benjamin Settle in Tacoma, Washington, had ruled for seven long-serving transgender military members who say that the ban is insulting and discriminatory and that their firing would cause lasting damage to their careers and reputations. A prospective service member also sued. The individual service members who challenged the ban together have amassed more than 70 medals in 115 years of service, their lawyers wrote. The lead plaintiff is Emily Shilling, a Navy commander with nearly 20 years of service, including as a combat pilot who flew 60 missions in the Iraq and Afghanistan wars. The The President administration offered no explanation as to why transgender troops, who have been able to serve openly over the past four years with no evidence of problems, should suddenly be banned, Settle wrote. The judge is an appointee of Republican President George W. Bush and is a former captain in the U.S. Army Judge Advocate General Corps. Settle imposed a nationwide hold on the policy and a federal appeals court rejected the administration’s emergency plea. The Justice Department then turned to the Supreme Court. The policy also has been blocked by a federal judge in the nation’s capital, but that ruling has been temporarily halted by a federal appeals court, which heard arguments last month. The three-judge panel, which includes two judges appointed by The President during his first term, appeared to be in favor of the administration’s position. In a more limited ruling, a judge in New Jersey also has barred the Air Force from removing two transgender men, saying they showed their separation would cause lasting damage to their careers and reputations that no monetary settlement could repair. The LGBTQ rights groups Lambda Legal and the Human Rights Campaign Foundation called the high court order a devastating blow to dedicated and highly qualified service members. “By allowing this discriminatory ban to take effect while our challenge continues, the court has temporarily sanctioned a policy that has nothing to do with military readiness and everything to do with prejudice. Transgender individuals meet the same standards and demonstrate the same values as all who serve. We remain steadfast in our belief that this ban violates constitutional guarantees of equal protection and will ultimately be struck down,” the groups said in a statement. The federal appeals court in San Francisco will hear the administration’s appeal in a process that will play out over several months at least. All the while, though, the transgender ban will remain in place under the Supreme Court order. In 2016, during Barack Obama’s presidency, a Defense Department policy permitted transgender people to serve openly in the military. During The President’s first term in the White House, the Republican issued a directive to ban transgender service members, with an exception for some of those who had already started transitioning under more lenient rules that were in effect during Obama’s Democratic administration. The Supreme Court allowed that ban to take effect. President Joe Biden, a Democrat, scrapped it when he took office. The rules the Defense Department wants to enforce contain no exceptions. The policy during The President’s first term and the new one are “materially indistinguishable,” Solicitor General D. John Sauer told the justices, though lawyers for the service members who sued disagreed. Thousands of transgender people serve in the military, but they represent less than 1% of the 2.1 million troops serving. A senior defense official said in February that they believe there are about 4,200 troops diagnosed with gender dysphoria currently serving in the active duty, National Guard and Reserves. The official, who spoke on condition of anonymity to discuss personnel issues, said that between 2015 and 2024, the total cost for psychotherapy, gender-affirming hormone therapy, gender-affirming surgery and other treatment for service members is about $52 million. Associated Press writer Lolita C. Baldor contributed to this report. —Mark Sherman, Associated Press View the full article

Key Takeaways Streamlined Ad Management: Hootsuite Ads centralizes social media ad campaigns across major platforms, simplifying scheduling and performance tracking from one dashboard. Advanced Audience Targeting: The tool offers precise targeting options based on interests, demographics, and behaviors, helping businesses reach the right customers more effectively. Real-Time Performance Tracking: Users can monitor key metrics and adjust campaigns dynamically, ensuring optimal performance and better return on investment (ROI). Content Creation and Sharing Tools: Hootsuite Ads provides built-in capabilities for creating and sharing engaging content, including videos and user-generated material, to enhance ad effectiveness. Comprehensive Analytics: Gain valuable insights into campaign performance at a granular level, allowing for strategic refinement and improved social media growth over time. In today’s fast-paced digital world, effective social media advertising can make or break your brand’s success. Hootsuite Ads offers a powerful solution to streamline your ad campaigns and maximize your reach. With its user-friendly interface and robust features, you can easily create, manage, and optimize your ads across multiple platforms. Imagine having the ability to track performance metrics in real time while refining your strategy on the go. Hootsuite Ads empowers you to do just that, ensuring your marketing efforts are not only efficient but also impactful. Whether you’re a small business or a large enterprise, leveraging this tool can elevate your advertising game and help you connect with your audience like never before. Overview of Hootsuite Ads Hootsuite Ads provides a streamlined approach for managing your social media advertising campaigns. This tool helps small businesses maximize their online presence by simplifying ad creation and optimization across major platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok. What Is Hootsuite Ads? Hootsuite Ads is an integrated solution designed for social media marketing. It enables you to create, manage, and monitor paid ads effectively. From targeting specific demographics to adjusting budgets, Hootsuite Ads covers everything necessary for successful social media campaigns. You can leverage its features to enhance brand awareness, engage your audience, and achieve better ROI on your advertising efforts. Key Features of Hootsuite Ads Hootsuite Ads offers several essential features that can enhance your small business social media strategy: Audience Targeting: Reach the right customers with precise targeting options based on interests, behaviors, and demographics across different social media platforms. Performance Tracking: Monitor engagement rates and other key performance metrics in real time, allowing you to adjust your campaigns dynamically for optimal results. Content Creation Tools: Utilize built-in tools for content sharing, including video content and user-generated content, to enrich your social media ads. Social Media Analytics: Gain insights into your ad performance and how it contributes to overall social media growth, helping you refine strategies over time. Scheduling: Create a content calendar to plan your ads, ensuring timely promotion aligned with relevant social media trends and your brand voice. By leveraging these features, you can enhance engagement with your audience, improve community management, and drive effective ad campaigns that resonate with your customers. Benefits of Using Hootsuite Ads Hootsuite Ads offers powerful tools for small businesses to enhance social media marketing efforts. These benefits streamline ad management and refine targeting capabilities, ensuring effective social media campaigns across platforms. Streamlined Ad Management You can manage paid social campaigns on Facebook, Instagram, Twitter, and LinkedIn from one dashboard. This centralizes your workflow, simplifying social media marketing. Hootsuite enables the creation, scheduling, and management of ads within its platform, allowing you to track performance metrics in real time. Adjust your strategies based on data insights to improve results and maximize ad spend. Organize your paid and organic content in a unified content calendar, providing you with a clear overview of your social media strategy. Enhanced Targeting Capabilities Hootsuite Ads enhances audience targeting by allowing you to segment users based on interests, demographics, and behaviors. This targeting precision helps you reach potential customers more effectively. Use insights from social media analytics to identify trends and tailor your ads accordingly, ensuring they resonate with your audience. Optimize your campaigns to align with your brand voice and storytelling, driving engagement and brand awareness. By leveraging these targeting tools, you can significantly improve your social media engagement and ROI on advertising efforts. Comparison with Other Ad Management Tools For small businesses navigating social media marketing, comparing Hootsuite Ads with other ad management tools reveals distinct advantages tailored for your needs. Hootsuite Ads vs. Competitor A Hootsuite Ads excels in managing social media campaigns across multiple platforms, including Facebook, Instagram, and Twitter. You can monitor performance metrics in real-time, making adjustments quickly to enhance your advertising strategy. Competitor A may offer individual platform management, but Hootsuite’s integrated interface simplifies scheduling for both paid ads and organic posts. With Hootsuite’s advanced audience targeting, you reach specific demographics effectively, increasing your engagement rate and brand awareness more efficiently than with Competitor A. Hootsuite Ads vs. Competitor B Hootsuite Ads stands out against Competitor B by providing comprehensive analytics that allow you to assess campaign performance on a granular level. You track results at the campaign, ad set, and ad level, which helps refine your social media strategy based on data insights. While Competitor B focuses on ad creation, Hootsuite goes further with tools for content creation, including video content and user-generated content options. This holistic approach aids in boosting not just paid social but also organic growth through effective community management and storytelling techniques, enhancing your overall online presence. User Experience and Interface Hootsuite Ads provides a user-friendly interface, simplifying the process for managing social media campaigns across multiple platforms. Ease of Use Hootsuite Ads streamlines ad campaign creation, management, and optimization across popular social media platforms like Facebook, Instagram, Twitter, and LinkedIn. You access intuitive tools designed for users at all experience levels. The platform centralizes advertising efforts, allowing you to manage both paid ads and organic reach from one hub. This organization reduces complexity, making it easier for small businesses to implement effective social media strategies without overwhelming technical knowledge. Dashboard Features The dashboard of Hootsuite Ads enhances your advertising capabilities by offering centralized management for paid and organic content. You can easily view and handle your social media posts, making scheduling and monitoring straightforward. Real-time analytics provide insights into performance metrics, allowing you to adjust content and strategies based on immediate feedback. Utilize this feature to boost brand awareness and increase social media engagement with your audience, ensuring your marketing efforts align with your brand voice and storytelling approach. Conclusion Hootsuite Ads offers a comprehensive solution for managing your social media advertising needs. With its user-friendly interface and powerful features you’re equipped to create and optimize campaigns that resonate with your audience. The ability to track performance in real time allows you to make informed adjustments that enhance engagement and ROI. Whether you’re a small business or a large enterprise Hootsuite Ads simplifies your advertising efforts across multiple platforms. By centralizing your campaigns you can focus on what matters most—connecting with your audience and driving meaningful results. Embrace the power of Hootsuite Ads and watch your social media advertising transform into a more efficient and effective strategy. Frequently Asked Questions What is Hootsuite Ads? Hootsuite Ads is a powerful tool for managing social media advertising campaigns. It offers a user-friendly interface that allows users to create, manage, and optimize ads across various platforms like Facebook, Instagram, Twitter, and LinkedIn from a single dashboard. How does Hootsuite Ads improve advertising for small businesses? Hootsuite Ads simplifies the ad management process by centralizing efforts, providing real-time performance tracking, and offering advanced audience targeting. This enables small businesses to reach their audience more effectively and maximize their return on investment. What features does Hootsuite Ads offer? Hootsuite Ads includes features for audience targeting, performance tracking, content creation, and social media analytics. It also helps with scheduling posts, making it easier for users to manage both paid and organic advertising strategies. Can Hootsuite Ads track performance in real time? Yes, Hootsuite Ads allows users to track performance metrics in real time. This helps marketers refine their strategies and make adjustments on the go based on immediate data insights. How does Hootsuite Ads compare to other ad management tools? Hootsuite Ads stands out for its integrated approach to managing campaigns across multiple platforms, real-time performance monitoring, and comprehensive analytics. These features enhance audience targeting and improve overall engagement compared to competitors. Is Hootsuite Ads suitable for beginners? Yes, Hootsuite Ads is designed to be user-friendly, making it accessible for users at all experience levels. Its streamlined dashboard simplifies the management of campaigns, reducing complexity for beginners and small business owners. What are the benefits of using Hootsuite Ads for audience targeting? Hootsuite Ads enhances audience targeting by allowing businesses to segment their audiences based on interests, demographics, and behaviors. This improves the effectiveness of campaigns by helping businesses reach potential customers more precisely. Image Via Envato This article, "Maximize Your Marketing with Hootsuite Ads for Effective Social Media Advertising" was first published on Small Business Trends View the full article

There is no place more joyous than a garden center in May. The shelves are full of annuals, vegetables, and perennials ready to go home with you. Gardeners everywhere are waiting with bated breath, trying to find the perfect day to get plants in the ground. Pops of color are emerging as tulips, irises, peonies, and lilacs fill yards. What you do this month will determine how successful your summer garden is, so strap into your overalls, grab your sunhat and spade, and get outside. Let's install a summer garden. I'll go over the maintenance tasks you should tackle first, then get into the details on what you should plant and how to do it. Perform a few garden maintenance tasks firstYour watering systems may have taken a hit during winter, so it's vital to check each line before you turn on irrigation for the summer. Often, I've found that I am the problem, having nicked lines while weeding or digging around in spring. Ensure that the controller is working by standing outside, testing each zone and walking around to check each end point. You can usually hear a leak, so keep an ear out for loud gushing or hissing while also scanning visually. If you use a hose bib setup, check that as well. We've had a hot spell early on the west coast, meaning my irrigation went on earlier than ever this year. (For plants growing in full sun, water in the morning and aim for 1 to 2 inches of water per week.) Credit: Amanda Blum Your established beds can benefit from a layer of compost, which will act as a general fertilizer, as well as create volume back in your beds if they’ve experienced erosion during the winter. Follow the compost with a layer of mulch. Spending this time spreading the compost and mulch will give you the opportunity to size up each part of your garden, so take notes as you go for which areas need weeding, are experiencing pests, or have plants that look like they might not have survived the winter. Shrubs, trees, and vinesA number of shrubs go through blooming cycles in spring, like lilac and forsythia. Once they’ve bloomed, you can prune them back, and in some cases, like lilac, this may trigger a second bloom later in the season. In either case, it will take one fall task off your list and keep the garden looking tidier. Lilac in bloom. Credit: Amanda Blum This is a good time to plant new woody shrubs and trees—the weather is mild and the ground should be soft from the rains. For your existing trees, make sure you feed them with a fertilizer that is appropriate for them this month. Your garden center can help identify which fertilizer is best for the trees you have. Each of these trees will be creating shoots this month, and you should prune them back as necessary to maintain the shape of the tree and to keep fruit to an amount the tree can reasonably support. Ensure you are only using clean pruners or loppers—carry diluted bleach or Lysol with you in a spray bottle while outside. Cleaning your tools in between plants ensures that you do not transmit virus, fungus or disease between plants. Clematis plant climbing the wall. Credit: Amanda Blum Finally, climbing perennial vines like clematis, roses, and honeysuckle should be coming out of their slumber at this point, and you’ll want to ensure you’re supporting them by tying them loosely to their trellises as they climb. Annual flowers Annuals at the nursery. Credit: Amanda Blum It is finally time to put some annuals in the ground, which provide pops of color and can last all summer if you treat them right. Garden centers should be full of annuals at this point of the year, including petunias, lobelia, marigolds, and begonias. Annuals are a bit more tender than perennials, so you want to wait until you are past the risk of freezing to plant. Annuals can fill an area with color in the space and time between perennials blooming, and are ideal for window boxes and planters, where it might be hard for annuals to survive the winter. Most hanging baskets have annuals for the same reason—they’re too exposed for perennials or anything else to survive winter. Make sure that the beds you're planting into have a slow release fertilizer like Osmacote in them, and that they will get regularly watered. Perennial flowersMost people will have tulips in bloom or just completed at this point—remember not to cut them down after bloom. Tulips need their leaves in order to come back next year, so let them compost in place. Once the foliage has yellowed, it’s OK to divide or move the bulbs. Once the tulip has bloomed, it’s a great time for a bulb fertilizer, so they’ll be strong next year. You can also plant summer bulbs like dahlias and cannas now, if the risk of frost is gone. You can divide irises now. Credit: Amanda Blum If you didn’t get new perennials planted in April, you can still do so now, or divide the perennials you have. The ground should be very workable now, and you may be noticing which plants are ready to be divided as you move about the garden. If you’d like them to bloom this summer, you’ll want to get this task done in May. As you plant, ensure you’re using slow release fertilizer in the ground where you plant. This time of year, be vigilant in checking your garden center, grocer, and anywhere else that has a "sad plant shelf" (SPS). Stores will discount these plants that don't look especially happy at 50% off or more, and because they're perennials, that's a deal. Plant them as you would any other, and while they might not come back this year, they will next year. Delphiniums and agastache are my favorite SPS finds. Your roses need a spring fertilizer and might need some shaping at this point or help attaching to the trellis. Look for signs of stress or pests and ensure you’re treating them with appropriate treatments. Your garden center can help. VegetablesOnto the main event! Gardeners across the country wait for the precise moment to put their tomatoes, peppers, and eggplants into the ground, and sometime this month, that day will arrive. Here on the west coast, it's usually Mother's Day, but what you're actually waiting for is steady overnight temps over 50 degrees. If in doubt, join a local gardening group, because this will be the main topic of conversation this time of year. That means it's time to begin hardening off vegetables like tomatoes, peppers, and eggplants as appropriate. Credit: Amanda Blum Perennial vegetables like asparagus and artichokes should be active now. Remember to harvest asparagus daily, taking only spears that are larger than your pinky. Once spears become thinner, it’s time to leave the plant alone for next year. Watch your artichoke plants for ants or aphid infestations, which may be sprayed off, but will return without further treatment like neem oil or nearby trap flowers like nasturtiums. Both asparagus beds and artichokes will benefit from a spring fertilizer. Nasturtiums are excellent trap plants. Credit: Amanda Blum By mid to late May, almost all regions should be planting their warm weather crops. Tomatoes, eggplants, and peppers, but also beans, corn, cucumbers, and everything else. Your beans and corn can be direct seeded, as can melon, pumpkin, and both winter and summer squash, but using starts will give you a leg up for the summer. If you planted potatoes in the spring, it’s likely time to hill up earth around the sprouts. Strawberry plants that need to be thinned. Credit: Amanda Blum Thin out your strawberry beds of runners and give your strawberry beds a dusting of fertilizer. Strawberry plants can either focus their energy on producing these runners or on fruit, but aren’t very good at doing both. Each spring the beds must be thinned to create better and larger fruit. You can give away the runners or plant them elsewhere. Pest controlReduce snail and slug populations by putting out traps and going on regular evening hunts. Doing this now, as the rains cease, will greatly reduce problems later this summer. Hang pheromone traps in your fruit trees now, which will control pests this summer and protect your fruit. View the full article

The Real ID requirement goes into effect today (Wednesday May 7, 2025). The deadline has been 20 years in the making, and its implementation today could cause some headaches—or at least some confusion—for those trying to fly domestically. Here’s what you need to know about today’s Real ID deadline and what it means for you. What is Real ID? A Real ID is the name given to an updated form of driver’s licenses and state IDs that have enhanced security measures. The federal government sets these standards, even though Real IDs are issued by individual states. From May 7, a Real ID will be required in most circumstances to board a domestic flight in America, enter certain federal facilities in the country, or enter nuclear power plants. However, while the Real ID requirements are going into effect today, the federal legislation mandating Real IDs was actually passed 20 years ago in 2005. The Real ID Act of 2005 was passed in the wake of the 9/11 terrorist attacks and aimed to strengthen the requirements needed to enter facilities or vehicles that terrorists were likely to target. However, over the past 20 years, the Real ID requirement has been delayed multiple times. But those delays are now a thing of the past, and the Real ID requirement is now in effect. How do I get a Real ID? Though Real ID is a federal requirement, it is issued by individual states. A Real ID can take a few different forms, the most common one being a state driver’s license. However, it may also be another form of state identity card. The usual way to get a Real ID is to go to your state’s driver’s license agency and apply for a new driver’s license. This new license will now be Real ID-compliant. And yes, though the Real ID deadline is today, you can still apply for one at any time in the future if you don’t already have one. How do I know if I have a Real ID? Some states have been issuing Real IDs for years. The easiest way to tell if you have a Real ID or not is to look at your identity document. “REAL ID-compliant cards will have a star marking on the upper top portion of the card,” according to a U.S. Department of Homeland Security FAQ. You can view examples of Real ID stars here. What is an Enhanced ID? To make this situation more confusing, some states offer “enhanced IDs,” which are identified with a flag instead of a star. Both are considered Real ID compliant, according to DHS. What if still I don’t have my Real ID? Though the Real ID requirement was 20 years in the making and finally goes into effect today, the fact of the matter is that the federal government knows that many Americans still do not have a Real ID. In April, the Transportation Security Administration (TSA) told CBS News that about 19% of travelers showing up at airports still did not have the new identification. Most Americans who fly domestically are used to boarding the plane with nothing more than their driver’s license. But while technically the Real ID requirement goes into effect today, the United States Secretary of Homeland Security, Kristi Noem, says people with non-Real ID driver’s licenses will still be able to use them to board a domestic flight. Noem confirmed to a congressional committee that people without Real ID-compliant identification will still be able to fly—for now, reports the Associated Press. Noem said that those without a Real ID “may be diverted to a different line, have an extra step,” but added, “But people will be allowed to fly.” “We will make sure it’s as seamless as possible,” Noem told lawmakers. However, while non-Real ID holders will still be able to board flights with additional checks, it’s not clear how long this grace period will last. That means that if you don’t have another acceptable form of identification that will get you on a domestic flight, it’s best not to delay getting your Read ID-compliant identification. Are other forms of identity still valid for air travel in the United States? While the Real ID requirement is now in effect to board a domestic flight, you don’t need a Real ID document to get through security as long as you have a valid passport. Even if the flight is domestic only, you can still simply show a passport to board the plane in the United States. No other form of document is required—provided you have a passport—not even a Real ID. According to the AP, Noem also told lawmakers that tribal identification will be accepted at security checkpoints. Can I use a Real ID to travel internationally? One important thing to note is that while you can board domestic flights with your passport, things don’t work the other way around. That is, you cannot use your Real ID to board an international flight. While a Real ID will allow you to get around via plane within America’s borders, other nations will still require a passport to enter their country. Finally, it’s worth pointing out that the Department of Homeland Security has a lengthy FAQ answering dozens of questions about the transition to Real ID, which is worth checking out. View the full article

Netflix is finally pushing out the major TV app redesign it started testing last year, with a top navigation bar and new recommendation features. It’s also experimenting with generative AI and TikTok–style vertical video clips on mobile devices. Netflix first teased the new TV app in June 2024, with Reuters calling it the company’s biggest redesign in a decade. It’s unclear why the rollout has taken this long, but Netflix says users will start seeing it in “the coming weeks and months.” “Our redesigned homepage is simpler, more intuitive, and better-represents the breadth of entertainment on Netflix today,” Eunice Kim, Netflix’s chief product officer, told reporters. Netflix’s new menu The most obvious difference with the new design is the top navigation bar, with some different menu options than before. You can still filter for TV shows and movies, but the “New” section is gone and there’s an extra tab for Netflix’s gaming endeavors. Netflix is also replacing the “My List” menu with new section called “My Netflix,” which covers both watch list items and shows-in-progress. A new spotlight design at the top will also help Netflix highlight live events, such as its Christmas NFL games. Netflix is making some subtler changes as well. Instead of using the entire top half of the screen for details on the current selection, the app will simply expand the selected cover art and put the description right underneath. The app will also use badges such as “Emmy Award Winner” or “#1 in TV Shows” to explain why it’s recommending something. But the most interesting change is one you might not really even notice. With the new home screen, Netflix says it will adapt recommendations on the fly based on how you’re interacting with the app at that moment. If you’re stopping to watch a lot of romantic comedy trailers, for instance, the recommendation rows further down the app may update to reflect that. “Because everything will happen seamlessly in the background, you won’t even notice it happening,” Elizabeth Stone, Netflix’s chief technology officer, told reporters. “It’ll just be magically easier to find something to watch.” AI and vertical video Netflix is also playing around with some new mobile app features, though these seem to be in the earlier stages. For instance, the company announced that it’s testing generative AI search on iOS as a “small opt-in beta,” confirming earlier reporting by Bloomberg. Stone says Netflix is using large language models from OpenAI for the feature, which will allow for queries like “I want something scary, but not too scary, and also maybe a little bit funny, but not, like, ha-ha funny.” Netflix plans to test a vertical video feed on mobile devices as well, with clips that users can scroll through and tap on to watch full content. That feature will start to appear in “the coming weeks.” What it all means The new design follows a set of across-the-board price hikes for Netflix, whose standard ad-free plan jumped from $15.49 per month to $18 per month in January. Nonetheless the company reported 13% earnings growth last month, beating estimates. While Netflix no longer discloses subscriber numbers, it’s playing a somewhat different game now, squeezing customers for more revenue while also chasing engagement for its ad business. As such, serving up the right content to each user may be more important than it’s ever been. Much like Amazon Prime a few years ago, Netflix’s new design will help emphasize live events, but it’s also leaning into the idea that any two users could see completely different things when they open the app. The new recommendation system could mean that you see completely different things on subsequent visits as well. View the full article

Structured data isn’t just for rich results; it helps AI to understand. Learn how Schema Markup at scale drives visibility, authority, and real business outcomes. The post Factors To Consider When Implementing Schema Markup At Scale appeared first on Search Engine Journal. View the full article

Of all the confusing display tech terms, few are easier to mix up than OLED and QLED. Barely half a letter separates them, but they work very differently, and those differences can matter a lot when it comes to the quality of your TV or monitor. Let's break down the differences, and why you should care when display shopping. There are a lot of sub-categories in both of these display types, but for the purposes of this article, I'm going to mainly focus on the core distinctions between these two main groups. It's also worth pointing out that while you may sometimes see OLED panels in smartphones, there aren't any QLED smartphones just yet. OLED vs. QLED: The simple versionIf you're TV shopping and just need the briefest breakdown, here it is: OLED displays use pixels that emit their own light individually, which provides perfect blacks, greater contrast, and vivid displays, but a greater risk of picture burn-in. OLED displays typically struggle to be as bright as competing display tech, and can have a shorter lifespan (though it's still typically measured in many years). Meanwhile, QLED displays use a blue backlight and "quantum dot" pixels to turn that light into red, green, or blue light. This allows QLED displays to be much brighter than OLED, making it easier to see in sunny rooms with a lot of natural lighting. They're also less prone to burn-in, though they're usually thicker than OLED (making them ill-suited for smartphones) and have worse black levels. Easy, right? Well, it can get a bit more complicated than that, so let's dive deeper. How do OLED displays work?Typical liquid crystal display (LCD) screens use a backlight shining through liquid crystals that filter the color of the backlight to create each pixel's hue. The downside to this technique is that those liquid crystals can't fully block the backlight, which is why even when your monitor shows a completely black screen, it still looks "on." Organic Light Emitting Diode (OLED) displays get around this problem by using pixels that light up individually, with no backlight required. This means that if a part of the screen displays pure black, those pixels will just be off. At that point, the only light coming from that part of the screen will be any ambient light bouncing off of it. Why should I get an OLED display?There are several advantages to this type of display: Perfect black levels and incredible contrast: Since there's no backlight, black levels on OLED displays are technically perfect. Or, more accurately, they're as dark as the room you're watching in. It also means that the contrast between dark and light parts of the screen can be much, much higher. Wide viewing angles: Since you're looking at pixels that are effectively a series of tiny lights without any filters, there are fewer issues with viewing angles. You can watch an OLED TV from way off to the side and still see it clearly. Thinner displays: Since OLEDs don't require a separate backlight, the displays can be made super thin. Many smartphones use this type of display, for exactly this (and other) reasons. Lower power consumption (sometimes): Technically, OLED displays consume more power to reach similar levels of uniform brightness compared to LCDs, however, the per-pixel lighting means they don't always need to. Some smartphones take advantage of this by offering minimal ambient displays that light up a few pixels to show the time or notifications while keeping the rest of the display dark to save power. This also means, in some cases, switching to dark mode can actually make your phone last a bit longer. That said, there are some downsides to OLEDs as well. The biggest issue is burn-in. While modern OLEDs have gotten better at handling this, images that stay on your screen for long periods of time (like menus, taskbars, or lower-thirds) can leave "ghosts" of the image that persist even when they're no longer being shown. They also cost more than LCDs, and that cost scales the bigger the display. For smartphones, that might not be a big deal (even some budget phones have OLED panels now), but for TVs that can mean several hundred or thousands of dollars for the biggest screens. Since OLED displays can also have a shorter lifespan, it's worth considering before making a huge investment. How do QLEDs work, and what are quantum dots?So, what makes Quantum Light Emitting Diode (QLED) displays different? To explain that, we need to talk about quantum dots. Without getting too deep into the physics of how they work, quantum dots are nanoparticles that emit different colored light based on how large they are (on an atomic scale). In practice, QLED displays start with a blue backlight—since blue light has the shortest wavelength and thus highest energy—which then hits the quantum dot layer. This layer contains a mixture of quantum dots sized to produce either green or red light when struck by the backlight. This subtle distinction can make a big difference when creating vivid, bright displays. With white backlights, all color wavelengths are present, and LCDs create specific colors by blocking the light the wavelengths that aren't needed. In a quantum dot display, you only need to start with blue light, then let the quantum dot layer essentially "slow" it down to red or green wavelengths. So, why should I get a QLED display?This process is more energy efficient than using pure white backlights, which means it can make colors that are much more saturated and vivid than regular LCD displays. It still doesn't achieve the pure black levels of OLED displays, but it can result in much better contrast than LCD displays without a quantum dot layer. Also, notice how I keep saying "LCD display"? That's right, despite "QLED" sounding similar to "OLED," they're still LCD panels. The blue backlights are LEDs, but these displays still use an LCD layer to filter light. Some manufacturers have started using quantum dots on OLED panels, and those are called QD-OLED. Which isn't confusing at all. QLED displays have some useful advantages compared to OLED panels. Including: High peak brightness: QLED TVs can get much brighter than comparable OLED displays, making them best suited for large, bright rooms. If you have a lot of windows in your living room, for example, you might want one of these. A wide, vibrant color gamut: Since quantum dots reproduce colors more efficiently, you can get really vibrant and accurate colors from a QLED panel. This is great for high-dynamic range content that makes all your colorful movies and shows really pop. No risk of burn-in: QLED displays don't suffer from burn-in issues since the inorganic quantum dots don't degrade like OLED pixels can. This also leads to a longer lifespan for your TV overall. Larger TVs for lower costs: Generally speaking, OLED TVs can get super pricey when you start looking at bigger sizes. QLEDs, however, will usually be more accessible without sacrificing size. One of the biggest downsides of QLED TVs compared to OLED is that some models have shorter viewing angles, meaning your friend on the far side of the couch might have a worse view. Some TV manufacturers use features like local dimming—basically, making the backlight dimmer for darker parts of the image—to improve black levels, but those will vary by manufacturer. To make matters more confusing, some manufacturers use quantum dots for their LCD displays, but don't call them "QLED." Hisense, for example, uses the ULED label. The company says this term refers to a "special sauce" of different TV technologies, but that combination includes quantum dots with an LED backlight and LCD matrix. It's annoying to get lost in the marketing jargon, but if you're looking for a bright TV that can compete with the sunshine coming through your windows, QLED TVs are gonna be your best bet. Otherwise, if you prefer really deep contrast, usually watch in a darker room, and maybe have a bit too much money to spend, OLED TVs will be more your speed. View the full article

AI Overviews are no longer an experiment – they’re live, prominent, and already changing how people interact with Google Search. For content creators and marketers, that means traditional SEO strategies are under new pressure. When Google answers a query before users scroll, visibility no longer depends just on rankings. It hinges on whether your content is selected, cited, or even needed. This shift calls for more than short-term tweaks. It demands a rethinking of how SEO works both now and in the future. So, what can you do when AI Overviews take the spotlight in search? How to stay visible when Google’s AI Overview answers first When AI Overviews first launched as Search Generative Experience (SGE), they were often confusing and not particularly helpful. But more recently, we’ve seen clearer, more intuitive responses. In many cases, they now answer the query outright – no clicks needed. That’s great for the user, but it has clear implications for traffic, visibility, and engagement. Below are practical ways to adapt your existing SEO efforts to remain visible right now. 1. Shift the value proposition beyond the click Since AI Overviews provide direct answers on the SERP, users may no longer need to click through to websites for simple queries. This means that sites relying on informational content (e.g., definitions, quick facts, or how-to guides) could see a drop in organic traffic. What you can do: Optimize for deeper engagement: AI Overviews often cite authoritative sources. Ensure your content is well-researched, comprehensive, and structured with clear headings and subheadings to increase the likelihood of being referenced. Encourage clicks: Use compelling meta descriptions and rich snippets to entice users to visit your page for more detailed insights. 2. Optimize for inclusion in AI Overviews, not just rankings Google’s AI prioritizes trusted, high-authority sources. Websites with a strong E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) are more likely to be referenced in AI Overviews. What you can do: Build topical authority by covering subjects in-depth rather than targeting single, isolated keywords. Enhance credibility with expert-authored content, structured data, and backlinks from reputable sources. Keep content factually accurate and updated to align with Google’s AI preferences. Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. 3. Adapt content to match real-world search language AI-driven search understands natural language better than ever, meaning searches are becoming more conversational and context-driven. Users might phrase searches as full sentences or questions, making long-tail keywords more relevant. What you can do: Optimize for natural language by integrating conversational phrases in your content. Answer specific questions directly within your content (e.g., FAQ sections) to increase the chance of being referenced. Use structured data markup (like FAQ schema) to help search engines understand and categorize your content. 4. Compete for AI visibility through depth and differentiation AI Overviews highlight only a handful of sources for their generated answers. This means increased competition to be among the selected references Google uses. What you can do: Target high-authority, well-linked sources and ensure content is original, engaging, and high-quality. Monitor changes in search visibility using tools like Google Search Console and adjust strategies accordingly. Experiment with multimedia content like videos, as Google’s AI often pulls from diverse content formats. Dig deeper: Want to beat AI Overviews? Produce unmistakably human content AI Overviews: Complementing, not replacing, traditional search While AI Overviews represent a significant shift in how search results are presented, they are not set to replace traditional search entirely. Instead, they are an enhancement, providing direct answers for simple or informational queries while still allowing for deeper exploration and decision-making through traditional search results. For example, if you’re looking for a quick fact, like today’s weather or the definition of a term, AI Overviews will likely meet that need instantly. However, for more complex queries, such as planning a vacation or researching a product, the broader web will still play a key role, with users likely clicking through to multiple websites for comprehensive information. Likewise, if I am a business looking for a new IT partner, I am very likely to visit several IT provider websites and maybe read some reviews before getting in touch. This means AI Overviews won’t eliminate the need for traditional search results but will streamline certain types of queries. SEO strategies will need to adapt to this dual nature of search, where concise AI-generated answers coexist with detailed organic listings. Dig deeper: 6 easy ways to adapt your SEO strategy for stronger AI visibility How to prepare your SEO strategy for the future As AI Overviews become more refined and AI-driven search continues to evolve, your long-term strategy should adapt, too. This means looking beyond quick fixes and focusing on building resilient, high-authority content ecosystems that align with how AI gathers and presents information. Prioritize E-E-A-T content: Go beyond keyword targeting. Focus on content that provides real value, demonstrates expertise, and engages users. Google’s AI prefers pages that: Are well-structured and accurate. Offer comprehensive answers to user intent. Increase your chances of being referenced in AI Overviews: Use real-life experience, case studies, client testimonials, and external sources to build authority. Include author details (qualifications, expertise) to further demonstrate credibility. Structure content for AI models: Make it easy for AI to read and summarize your content. This means: Using clear headings and question-based formats. Breaking content into digestible parts like definitions, bullet points, and concise answers. Diversify your content formats: Blog posts and static web copy aren’t enough. Incorporate: Videos, podcasts, and infographics. Interactive tools that contribute to topical authority and user engagement, giving AI multiple points to reference. Provide high-quality information: Even with limited content resources, focus on producing high-quality, authoritative content. This increases your chances of being featured in AI Overviews. Track key performance metrics: Measure metrics such as CTR, keyword movement, impressions, and AI Overview visibility. Regularly audit and adjust your strategy to stay aligned with AI’s evolving requirements. Google’s AI Overviews are changing the way users access information. While they may decrease CTR for some brands, they also offer opportunities for those that focus on expert-driven, high-value content. By prioritizing authority, engagement, and AI-friendly optimization, SEO professionals can stay ahead in this new era of search. View the full article

Google held another Google Creator Summit where they invited 7 creators on a fully paid expense trip to their Washington, D.C. office to spend the first two days in some larger Small Business Summit and then day three with Danny Sullivan, Paul Haahr and I believe HJ Kim from the Google Search team.View the full article

Welcome to Pressing Questions, Fast Company’s workplace advice column. Every week, deputy editor Kathleen Davis, host of The New Way We Work podcast, will answer the biggest and most pressing workplace questions. Q: How can I improve my team’s morale? A: Team morale isn’t an extra or a “nice to have.” It’s critical to a functioning company. And it’s not looking good out there. According to the latest Gallup report, only 36% of employees say they feel engaged at work. That means 64% of employees are feeling some degree of unhappy at work. Low morale can take a lot of different forms—from feeling less enthusiastic, less motivated, or less satisfied with work, all the way to feeling burned out, apathetic, and resentful. It probably goes without saying that when employees have low morale they do a worse job. Not only are they less productive, but they’re certainly not feeling inspired to come up with creative or innovative ideas, and they’re more likely to quit or spread the negative vibes to the rest of the office. If you’re a manager, here are three things you can do to help boost your team’s morale: Treat your employees like adults The number-one bad boss complaint is micromanaging. Most people like to have a sense of autonomy in their work lives. At the same time, most people crave structure. So the best thing a manager can do is give their employees clear (and reasonable) expectations, and get out of their way. That doesn’t mean you are absentee, it means you make yourself available to help address questions and issues, and set up regular check-ins, but otherwise trust that employees will complete their work in their own way. (Remember, that might not be how you would do it.) One important part of that equation is letting employees work where they work best. Many surveys have found that employees want more flexibility to work from home, while more bosses are demanding they come into the office. Unless there is a compelling need for someone to be in the office, an easy way to boost morale and give employees a sense that you trust them is to trust them to get their work done even if they aren’t clocking eight hours in a cubicle. Make people feel like they belong Remember the Great Resignation? Back in 2021, when people were quitting their jobs at a higher rate, there were a lot of contributing factors. But beyond the obvious things—like fair pay, benefits, flexibility, and work-life balance—there was a deeper issue that hasn’t gone away just because the job market has tightened. One of the top reasons people resigned during that period was that they didn’t feel a sense of belonging at work. Especially in a climate where the very concept of equity and inclusion is under attack, it’s important to help employees feel like their workplace is a place where they are valued. Contributor Mita Mallick says that one way to help employees feel included is to be intentional about building community. “Share regular updates and ensure people feel like they are part of the mission,” she advises. “Talk about your organization’s failures and struggles, and celebrate the big and small wins. Make everyone feel like they own a piece of the mission to deepen engagement and commitment.” Another tip from Mallick: To make sure new hires feel included, pair them with current employees and help facilitate introductions to employees in other parts of your company. If your company has employee resource groups, that’s another good place to help employees build community. Add perks that show meaningful appreciation Oftentimes management’s ideas of “perks” and “fun” make employees roll their eyes. Awkward happy hours and cheesy employee appreciation events do little to boost employee morale because they don’t feel genuine or give employees something they really value. What do employees actually value? Time, money, and genuine appreciation. There are pretty simple and low-cost ways you can give all of those things. To give the gift of time, consider offering summer Fridays, or even a year-round four-day workweek. Fewer working hours doesn’t have to mean less work getting done. It will likely mean that people will be more efficient (and less tired) in the time that they are at work. Another way to give the gift of time is the option for remote work. Not only does it give employees more autonomy (see above), it cuts down on commute time, giving people back an hour or two of their day. The gift of money might seem hard in lean times, but if you can’t give raises as you have in the past, you might still be able to offer monthly spot bonuses for those who do exceptional work. Finally, genuine appreciation costs you nothing and can go a long way. If employees have low morale it’s likely that they feel what they do isn’t noticed and doesn’t matter. Remembering and recognizing work anniversaries and life events is baseline for employees to feel seen. Praising and celebrating work is equally important—and not just the big splashy projects that bring in money. Pay attention to those who solve problems, toil away at the necessary but unglamorous behind-the-scenes work, manage relationships, and more. Want some more advice on building your team’s morale? Here you go: Employees who quit have realized this 1 missing thing about their job This workplace perk may boost your employees’ morale New study finds that hybrid work boosts morale—and profits 10 ways managers accidentally destroy team morale View the full article

Google is testing showing a large "Sponsored results" header in the search results that can lead to more search results and grouping various Google search ads together.View the full article

The whole world mourned when news broke of Pope Francis’s death on April 21. The 88-year-old head of the Catholic Church was admired even by nonbelievers as a man of progressive values leading the church into the modern era. While some wished his policies had gone further, most agreed that the late pope acted as a much-needed moral leader to humanity. His death leaves a void that must be filled through an election process known as the conclave, which starts today (Wednesday, May 7, 2025). Let’s take a deeper look at that procedure, the frontrunners, and how the Catholic Church moves forward from here. Who is in charge after the pope’s death? Almost immediately after the pope’s death, his signet ring—also known as the “fisherman’s ring”—is destroyed along with the pope’s lead seal. This is both symbolic and practical as these items are used to authenticate documents created by the pope. While the Catholic Church waits for new leadership, the College of Cardinals is temporarily in charge, but no major policies are made until a new pope is elected. Officially, this period is known as “sede vacante,” which translates to “the seat is vacant.” When does the conclave begin? The 2025 conclave begins today (Wednesday, May 7, 2025). It begins with a pre-conclave mass at St. Peter’s Basilica at 10:00 a.m. Vatican time (4:30 a.m. ET). Vatican News has a full conclave schedule on its website, including start times. You can also live-stream certain activities at St. Peter’s Square courtesy of Vatican Media Live, the official YouTube channel of the Holy See. Finally, you can follow live news coverage of the conclave with most major news outlets. USA Today has an extensive roundup of where to watch. How does the conclave work? Eligible cardinals, prominent church leaders, and former advisers to the pope, are locked away—free from the influence and distractions of the outside world—in the Sistine Chapel to vote. The word conclave comes from the Latin phrase “cum clave,” which means “with a key,” so it’s a fitting name. In order to be eligible to vote in the conclave, cardinals must be under the age of 80. It is important to note that only men are allowed in the Catholic priesthood. There are 135 eligible cardinals for the conclave but Archbishops Antonio Cañizares and Vinko Puljić will not participate due to poor health, as Catholic News Agency reported. Francis appointed 80% of the cardinals voting for his successor, expanding the decision-making process to 71 countries and eliminating European dominance. For the first time ever, countries such as Rwanda, Myanmar, and South Sudan will also have a vote, the Washington Post reports. Upon entering the conclave, cardinals take an oath of secrecy, making the process even more mysterious. Outsiders eagerly await the results of the votes by watching the color of smoke emitted from the Sistine Chapel. On the first day after mass, the initial secret ballot is cast. In order for a winner to be declared, a two-thirds majority must be won. If not secured, the ballots are burned along with a chemical to make black smoke. After the first day, up to four ballots can be cast daily, two in the mornings and two in the evenings. The process repeats until the new pope is elected. White smoke, bells ringing, and a declaration of “Habemus Papam!” signal a new beginning. How long does the conclave last? This depends on how long it takes to reach a two-thirds majority. The longest conclave dragged on for almost three years—from November 1268 to September 1271. Eventually Pope Gregory X was elected, as the Associated Press points out. Thankfully, modern conclaves in the 1900s and beyond have been much less suspenseful, lasting under four days. Pope Francis was elected in two days and many predict a similar situation for his predecessor. Who are the frontrunners to be the new pope? Although there are only two requirements for being elected pope, being male and a baptized Catholic, no one outside of the Cardinals has been elected since 1378, so President The President’s AI-generated image is a bit of a pipe dream, as this election will also likely promote from within as well. There are four cardinals whose names are swirling around as front runners: Seventy-year-old Cardinal Pietro Parolin of Italy served under Francis as the Vatican’s secretary of state. He has a global worldview yet is still considered a moderate. As Francis’s former right-hand man, his odds are good going into the conclave, perhaps even too good. There’s an old Italian saying: “He who enters a conclave as a pope, leaves it as a cardinal,” so let’s not put the horse in front of the cart. If 64-year-old Cardinal Luis Antonio Tagle from the Philippines is elected he would be the first modern Asian pope. His election would also signal the church’s continuation of Francis’s legacy. Tagle, who is a favorite among TikTok users, also spoke out on social issues and migrant rights. He urged the Catholic Church to be more inclusive and less harsh on the LGBTQ+ community, single moms, and divorced individuals. Cardinal Peter Turkson from Ghana, age 76, is an energetic conservative who once played guitar in a funk band. In 2013, he claimed not to want the top job in an interview with the BBC, but we are pretty sure he’d take it if it was offered. His election may mean more old-fashioned family values, but Turkson did speak out against the criminalization of homosexual relationships in Ghana. Cardinal Péter Erdő from Hungary, age 72, is also considered conservative, but has the respect of many more liberal members of the conclave. This makes him an ideal compromise candidate if voting comes to that. What will the final choice say about the future of the Catholic Church? With the world at large currently at a crossroads between traditions and progressive ideals, the new pope will signal how the Catholic Church plans to move forward. Will it continue with Francis’s more liberal ideals or will the pendulum swing the other way toward habit and convention. Only the white smoke can tell—the rest is secret. View the full article