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We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. The Sony Inzone H9 is currently on sale for $198—that's $100 off its regular price of $299.99 and the lowest it’s ever been, according to price trackers. Sony INZONE H9 Gaming Headset $198.00 at Amazon $299.99 Save $101.99 Get Deal Get Deal $198.00 at Amazon $299.99 Save $101.99 With a clean black-and-white build, RGB status rings, and enough angular flair to match the console’s vibe, this gaming headset is designed with PS5 users in mind. The headband has a nice amount of give without pressing too hard, and its earpads are soft enough for marathon sessions without ear fatigue. As for the controls, on the left earcup, you’ll find a permanently attached boom mic (which mutes when you flip it up), along with the ANC toggle, volume wheel, and USB-C charging port. On the right, you get power, Bluetooth pairing, and a rocker for balancing game and chat audio. It’s simple to use—even mid-match, notes this PCMag review. Performance-wise, the Inzone H9 brings active noise cancellation, decent bass, and surround sound simulation through Sony’s Inzone Hub on Windows. The ANC isn’t jaw-dropping, but it quiets low rumbles like fans or an air conditioner well enough. That said, high-pitched stuff still leaks in. The mic works fine for casual voice chat, but if you're planning to stream or record, it won’t cut it—the voice quality feels more “Zoom call” than “studio-ready.” Still, for gaming and Discord, it gets the job done. You can adjust sound profiles with the 10-band EQ on PC and enable spatial audio, but if you’re on PS5, that customization’s off the table. Sony's built-in 3D audio does kick in on the console though, so you're not totally missing out. A relative downside is the complete lack of a wired connection. The H9 operates solely over wireless—either via the 2.4GHz USB dongle or Bluetooth—so you’ll have to manage battery life. Speaking of battery, Sony promises up to 32 hours per charge depending on how you use it. That’s not bad, especially for a headset with ANC and Bluetooth running. You can pair it to your phone too, which adds flexibility. However, the Bluetooth audio quality won’t match the lower-latency, higher-quality signal from the dongle, especially if you’re gaming. If you’re looking for booming, theater-like bass, this headset won’t blow you away—but it holds its own in the low end without distortion, even at higher volumes. View the full article

SEO is something of a nebulous concept. To some, SEO is technical; to others, it is creative. Neither of these is 100% right or wrong. SEO is all of this and more, depending entirely on the unique situation and goals of the business looking to use SEO. This loose definition leads to some common and fairly troublesome issues. One of these issues, which we see repeatedly and completely derails the success of projects – even by experienced agencies – is the misunderstanding between SEO strategy and SEO planning. This article defines these terms and shows a simple way to ensure both strategy and planning are tackled with the rigor that the modern, hyper-competitive search environment demands. Even Google is confused The problem here is that Google does not really understand quality. It knows what people click on. It understands specific authors, sites, and other traditional SEO metrics to help stack the deck. However, Google does not enforce the true denotation of words in search results and often leans into common misconceptions. What I am trying to say here is that Google gives people what they want and, by doing so, often accentuates issues where the meaning of a word has shifted. SEO strategy is a perfect example. A search here shows many posts optimized around “SEO strategy,” but none of them actually talk about SEO strategy in any detail (or at all). What they really talk about is SEO goals and SEO planning. The fact is that almost the entire first page of results conflates strategy with planning – even the AI Overview gets it wrong. This leads businesses to focus on tactics without a clear overarching strategic vision. The result? Well, bad results for most (other than those hawking to rank for SEO strategy). Why does this matter? Am I just some pedant upset that the things returned are not truly relevant? Well, maybe a little bit. But, more importantly, I believe there is an opportunity for many hidden in the fog of this issue. SEO (or any marketing) needs to deliver results. However, when SEO is approached without clear distinctions between goals, strategy, and planning, efforts become reactive rather than proactive. Businesses chase keywords and rankings rather than trying to offer something new and unique. This leads to a hamster wheel of tactical SEO rather than building strategic and sustainable long-term visibility. A better way forward: Goals, strategy, and planning A solid SEO approach follows a simple, logical three-step sequence: Define the goal: Where do we want to go? Craft the strategy: How will we get there? Develop the plan: What steps do we need to take? By structuring SEO efforts this way, you can avoid aimless execution and instead build an intentional, well-structured approach to search visibility. The rest of this article will show you how to tackle this differently and help steer your efforts toward long-term sustainable growth rather than short-term tactical wins. First, some important definitions We started by discussing a common misuse of the word “strategy” and how this leads to the strategy being overlooked. Before we proceed, I feel it is useful to clarify the terms we use quickly so there are no misunderstandings. This is denotation vs. connotation – the real meaning of a word vs. the common misunderstanding. SEO At its core, search engine optimization is about improving a website’s visibility in search engines to maximize visibility and attract organic traffic. It involves a mix of technical improvements, content creation, and authority building efforts. However, SEO efforts can be fragmented and ineffective without clear goals and a structured approach. Goals: Where do we want to get to? A goal is a destination – the ultimate outcome you want to achieve. Goals should be defined with rigor to ensure they are realistic and will bring value. Your SEO goals should be clear, measurable, and aligned with business objectives. The SMART goals frameworkis a powerful way to achieve this. Some common SEO goals include: Increasing organic traffic by 50% over the next 12 months. Ranking in the top three results for high-intent keywords. Reducing dependency on paid search by driving more organic leads. Improving conversion rates from organic traffic. Without a clear, well-defined goal, SEO efforts are aimless – like going on a road trip without knowing the destination. Likewise, bad goals will suck up time, resources, and money and fail to deliver. So make sure to set strong and purposeful goals. SEO strategy: How do we get there? A strategy is the big-picture approach to achieving the goal. If SEO were a game of chess, the strategy would be your playbook for winning. It’s not about specific moves but the overarching plan that dictates how you respond to opportunities and challenges. A strong SEO strategy is unique to the business and considers: Competitive positioning: Are we fighting in a “red ocean” (highly competitive markets) or carving out a “blue ocean” (untapped opportunities)? Audience intent: Are we targeting informational queries, transactional searches, or brand-driven traffic? Content differentiation: How will our content stand out and provide unique value? Authority building: Will we focus on link-building, PR, or thought leadership? For example, if a SaaS company wants to dominate organic search, its SEO strategy might focus on thought leadership and topical authority rather than just ranking for high-volume keywords. SEO planning: The specifics of the journey Planning is where the tactical details come into play. It’s the nuts and bolts – everything from optimizing page titles to a full step-by-step breakdown of how to execute the strategy. An SEO plan may include: Conducting keyword research Optimizing existing content Building a backlink acquisition strategy Developing a content calendar Implementing technical SEO fixes Think of planning as the navigation system that breaks your strategy down into actionable steps. Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. A structured approach to SEO To ensure SEO efforts are well-structured: Set solid goals: Define the destination (where you want to be). Craft a unique strategy: Choose the best route based on competition, industry, and brand positioning. Create a simple plan: Lay out the specific steps to execute the strategy effectively. This approach can be applied to an existing site with historical SEO or used before a new website is built to help maximize SEO success. Let’s break down the three steps below – goals, strategy, and planning. Step 1: Set solid goals Clear, measurable goals provide direction. Instead of saying, “We want to increase traffic,” set a goal like: Increase organic leads by 30% in the next six months. This clarity helps align efforts across content, technical SEO, and link building. Dig deeper: How to create SMART SEO goals (with examples) Step 2: Craft a unique strategy Strategy is not a checklist. It’s a guiding principle that dictates decision-making. It is about carving out a unique approach rather than following what competitors are doing. For example, your SEO strategy might focus on: Finding content angles or formats that no one else is using Creating a new category of content rather than competing in existing spaces Developing a distinctive voice or perspective that becomes a competitive advantage SEO strategy should always differentiate your content and brand within search. If competitors shift tactics or Google updates its algorithms, your strategy should remain adaptable while keeping your unique value intact. You should be able to answer the questions: Why does this deserve to rank? Do we stand out from the crowd and offer something new and unique? Often, this uniqueness could be just combining things that others do or using new formats. This is the most difficult part of the job. It requires research and careful thought. Surveying customers to gain insight will also help you craft something unique and valuable. Some tools that can help: 3-step SEO strategy design: Craft a unique SEO strategy. SCAMPER for SEO: Substitute, combine, adapt, modify, put to another use, eliminate, and rearrange/reverse. Value proposition design for SEO: Tailor content around customer pains, gains, and jobs. Generative AI for SEO ideation: How to use generative AI tools to aid strategic ideation. SEO SWOT analysis: Identify your strengths and competitors’ weaknesses. Step 3: Create a simple plan The plan should be actionable and prioritized, breaking down SEO efforts into: Short-term actions: Quick wins like optimizing title tags. Mid-term actions: Content production and link building. Long-term initiatives: Authority building and brand signals. The plan’s primary goal is to break down what needs to be done into manageable small jobs. Then, allocate these according to your available resources with timelines so you can keep track of what is (or is not) happening. Don’t overcomplicate this, and remember that a simple, well-executed plan always beats a complex, poorly executed one. Here’s a simple guide to creating a simple, one-page SEO plan: SEO planning: Your one-page SEO plan. Final thoughts If there is one thing you take from this article, please let it be this: Strategy is not planning, and planning is not strategy. SEO strategy is the big picture that defines why your content should rank and outperform competitors. While planning involves specific tactics like keyword research or content updates, strategy is about positioning your site as the best answer for user queries for a specific reason (the strategy). This is not to say that standard SEO planning and tactics are not important. Not at all. Rather, by having this all backed up by a strategy, you maximize the chance that you will generate and sustain the results you are looking for. Ultimately, SEO strategy is about why your site deserves to rank, not just how to optimize it. Thinking strategically about marketing in general and how that relates to SEO will help you stand out and provide useful feedback on the product and service strategy. The key is to remember that SEO success isn’t just about performing SEO tasks – it’s about approaching them with the clarity and structure provided by strategy. Goals define the destination. Strategy determines the best path to the destination. Planning breaks the journey into actionable steps. Implementing this structured approach can avoid wasted efforts, allow you to focus on what truly moves the needle, and build long-term organic growth. This is better than the blind chasing of rankings and random acts of SEO that seem to characterize most campaigns. Define your goal, craft a winning strategy, and execute a focused plan. That is the kind of strategic SEO that gets results. View the full article

A jury in Georgia has ordered Monsanto parent Bayer to pay nearly $2.1 billion in damages to a man who says the company’s Roundup weed killer caused his cancer, according to attorneys representing the plaintiff. The verdict marks the latest in a long-running series of court battles Monsanto has faced over its Roundup herbicide. The agrochemical giant says it will appeal the verdict, reached in a Georgia courtroom late Friday, in efforts to overturn the decision. The penalties awarded include $65 million in compensatory damages and $2 billion in punitive damages, law firms Arnold & Itkin LLP and Kline & Specter PC said in a statement. That marks one of the largest legal settlements reached in a Roundup-related case to date. Plaintiff John Barnes filed his lawsuit against Monsanto in 2021, seeking damages related to his non-Hodgkin’s lymphoma. Arnold & Itkin attorney Kyle Findley, the lead trial lawyer on the case, said the verdict will help put his client in a better position to get the treatment he needs going forward. “It’s been a long road for him . . . and he was happy that the truth related to the product (has) been exposed,” Findley told the Associated Press on Sunday. He called the verdict an “important milestone” after “another example of Monsanto’s refusal to accept responsibility for poisoning people with this toxic product.” Germany-based Bayer, which acquired Monsanto in 2018, has continued to dispute claims that Roundup causes cancer. But the company has been hit with more than 177,000 lawsuits involving the weedkiller and set aside $16 billion to settle cases. In a statement, Monsanto said Friday’s verdict “conflicts with the overwhelming weight of scientific evidence and the consensus of regulatory bodies and their scientific assessments worldwide.” The company added that it continues “to stand fully behind the safety” of Roundup products. For a variety of crops—including corn, soybeans, and cotton—Roundup is designed to work with genetically modified seeds that resist the weedkiller’s deadly effect. It allows farmers to produce more while conserving the soil by tilling it less. Some studies associate Roundup’s key ingredient, glyphosate, with cancer, although the U.S. Environmental Protection Agency has said it is not likely to be carcinogenic to humans when used as directed. Still, numerous lawsuits over the weedkiller allege glyphosate does cause non-Hodgkin lymphoma, arguing that Monsanto has failed to warn the public about serious risks for years. Findley said that evidence relating to Barnes’s case show “many years of cover-ups” and “backroom dealings.” He accused Monsanto of ignoring several scientific studies related to the toxicity of Roundup and said the company “tried to find ways to persuade and distract and deny the connection between this product and non-Hodgkin’s lymphoma.” Friday’s decision marks the fourth Roundup-related verdict that Findley’s team has won to date—the largest of which was awarded in Philadelphia in January 2024, with damages totaling $2.25 billion. And he said his law firm has “many more clients who are similarly situated as Mr. Barnes.” Monsanto, meanwhile, also maintains that it “remains committed to trying cases”—and argues its wider record of Roundup-related litigation continues to reinforce the safety of its products. The company said it has prevailed in 17 of the last 25 related trials, while some previous damage awards have been reduced. Bayer has recently renewed and expanded an effort across a handful of U.S. states to protect pesticide companies from claims they failed to warn that a product causes cancer, if labeling otherwise complies with EPA regulations. The company and other industry supports argue that litigation costs are unstainable and could impact Roundup’s future availability. But opponents stress that such legislation would limit accountability. —Wyatte Grantham-Philips, AP Business Writer View the full article

The US would suffer from the blowback if it impoverished its southern neighbourView the full article

Personal transportation company Segway, Inc. has announced a major recall of two of its scooters after dozens of reports that a critical component of the scooters could fail, leading to the injury of the rider—or possibly even death. Here’s what you need to know. What’s happened? On March 20, the U.S. Consumer Product Safety Commission (CPSC) published a recall notice on its website announcing that Segway has initiated a recall of its popular Segway Ninebot kickscooters. The recall was initiated after the company received reports that a component in the scooters could fail, leading to the risk of a fall hazard for the rider, which could result in serious injury or even death. The faulty component is the folding mechanism on the scooters, which could fail and cause it to fold while in use. Segway says that about 220,000 units of scooters are being recalled in total. What Segway scooters are being recalled? According to the CPSC notice, the following Segway scooters are being recalled: Segway Ninebot Max G30P KickScooter Segway Ninebot Max G30LP KickScooter Segway says the Max G30LP is gray with yellow accents, and the Max G30P is black with yellow accents. The brand name “ninebot” can be found on the handlebars and on the foot of both scooters, while the model number can be found on the side of the foot deck. You can find images of the recalled scooters here. Has anyone been injured? Unfortunately, yes. According to the CSPC notice, Segway has received 68 reports of the folding mechanism failing. Out of those incidents, 20 people have reportedly been injured. Injuries include broken bones, lacerations, abrasions, and bruises. But those aren’t the only possible consequences. On the recall page on its website, Segway notes that if the mechanism folds while the scooter is in use, “serious bodily injury or death” may occur. Where were the recalled scooters sold? The recalled scooters in question were sold from January 2020 through February 2025 for a retail price of between $600 and $1,000. The scooters were sold nationwide both at online retail locations and in physical retail stores. Those retailers include: Best Buy Costco Walmart Target Sam’s Club The scooters were also sold on Amazon.com and Segway.com. What should I do if I have a recalled scooter? Immediately stop using it, says the notice on the CSPC’s website. Owners can then use this online tool on Segway’s website to determine if their scooter is affected by the recall. If it is, owners of the scooters will be eligible to request and receive one self-maintenance kit that will allow them to adjust and tighten the folding mechanism. Full details of the recall can be found here. View the full article

Results come after Tesla’s EV rival announces five-minute charging systemView the full article

This week's trip into the minds of people who aren't old enough to rent a car is like a potpourri of unrelated trends and memes that present a picture of the variety of ways young people are relating to the world. Some TikTokers are memorializing peak moments in their lives with a "Hozier yell," while others are spending their precious time on Earth creating brain-rot "juggtok" videos, or getting really, really angry about chess and chubbiness. It's a big world. What is a Hozier yell?A "Hozier yell" is used in TikTok videos to refer to a peak, climactic, awe-inspiring moment. Literary types might substitute "barbaric yamp." The end result is videos like these: The reference and the audio that goes with it is to the song "Northern Attitude," a 2024 collab between Hozier and Noah Kahan, in which Hozier hits a particularly climactic note just as the song climaxes. Hozier, by the way, is an Irish singer-songwriter whose songs are heavily influenced by folk music who is best known for his 2013 song "Take Me to Church." So far, nearly 200,000 videos have used the audio clip of Hozier and Kahan, commenting on everything from seeing a bear to marriage proposals to graduating cosmetology school. What does “Jugg” mean? And what is "Juggtok?"The slang term “jugg” (sometime “juug”) means to grab quickly or to steal. Like most modern slang, it is derived from AAVE, specifically from the South. "Jugg" has been around for awhile—the word is used in a number of rap songs from the 2010s—but it has come into wider usage lately as part of a TikTok meme format called "juggtok," a convoluted brain-rot-centric subculture in which specific slang words and acronyms are paired with a set of unrelated images and video clips in such a way as to render it all meaningless. If my reading is correct, juggtok and its offshoots and adversaries like slimetok and jollytok defy explanation on purpose. They are meant to be meaningless and self-referential. Here are a couple examples: (For more definitions, check out my slang glossary, 'Aura Farming,' 'Huzz,' and Other Gen Z and Gen Alpha Slang You Might Need Help Decoding.) Chubby filter causing TikTok controversyThe cultural argument over "fat acceptance" has been going on for a long time, but artificial intelligence is adding an exciting new wrinkle. This month, a video filter called "Chubby AI" allowed Tiktokers to visualize what it would look like if they (gasp!) gained weight, and videos like these started going viral: There was, as you'd probably expect, an instant backlash, as illustrated by this X post from writer Bec Shaw: This Tweet is currently unavailable. It might be loading or has been removed. If you had hope that younger people might be more accepting of people being overweight, since so many of them are, you'd be mistaken. But on the plus side, I'm confident that many skinny young people who look down on fat people will eventually grow fat themselves. Is chess.com trying to rename the bishop?Since we're doing controversy, a way dumber foofaraw was kicked off last week by chess.com that proves how everyone must pick a side of the culture wars, even websites about chess. The row began when chess.com's X account posted this seemingly innocuous piece of engagement-bait: This Tweet is currently unavailable. It might be loading or has been removed. Apparently some X users assumed that Chess.com wants to rename the diagonally moving piece because of religious connotation of the name "bishop," so the comments section quickly filled with responses like this, from a " friendly neighborhood Christian Nationalist:" This Tweet is currently unavailable. It might be loading or has been removed. And this, from some other goof: This Tweet is currently unavailable. It might be loading or has been removed. And this, from a normal person having a very normal day: This Tweet is currently unavailable. It might be loading or has been removed. Anyway, chess.com ensured more outrage by troll-posting: This Tweet is currently unavailable. It might be loading or has been removed. So is chess.com really trying to bring down Christianity? Sadly, no. They'd made a similar post earlier about The Rook: This Tweet is currently unavailable. It might be loading or has been removed. And no one freaked out. The seething outrage over a meaningless shitpost illustrates that X is worst website ever and no one should use it. I feel like I need a shower after even a few minutes there. Viral videos of the the week: Can You Fool A Self Driving Car? As the great Criswell intones in Plan 9 From Outer Space, the future is where you and I are going to spend the rest of our lives; no doubt a lot of that time will be spent driving, and driving will be very different in the future. Cutting-edge technology is rapidly taking over driver's decisions, whether it's emergency braking or full-on auto-driving so I can take a nap and go to Hardees. Computer-assisted driving is generally a good idea, but the technology has limits, and the future holds auto-related dangers that Henry Ford never dreamed of. For instance, how would an auto-driving car handle a brick wall painted to look like the road? That's the question at the center of this week's viral video of the week, in which YouTube legend Mark Rober pits the two leading self-driving car technologies against obstacles like thick fog, heavy rain, and a wall painted to look like the road. Rober's experiments features a car from Luminar with a self-driving system that uses a LiDAR (Light Detection and Ranging) to navigate, and a Tesla that uses cameras. Rober's tests are unscientific—this is an entertainment YouTube channel after all—but they are, as Elon Musk might post, "concerning." Few drivers will ever encounter a brick wall painted like the road (unless they're driving through a Warner Brothers cartoon) but whether a car on auto-pilot will brake for an obstacle in a heavy fog seems pretty relevant. And the results don't look promising for the Tesla. View the full article

Marketing stunts tend to range from the banal to the broadly clever—but rarely do they border on the chaotically brilliant. Today, the beverage company Evolution Fresh is debuting a 10-gallon hat designed to smuggle 12-ounce cans of its new Real Fruit Soda (or really any beverage of your choosing) into movie theaters and concert venues where BYO is verboten. And you know what? Contrary to most gimmicks, it’s a delightfully offbeat and utilitarian flex that underscores the heart of its product. [Photo: Evolution Fresh] Evolution Fresh released the line last June, and the better-for-you soda category has only boomed in the months since, with Coke unveiling Simply Pop and Pepsi buying Poppi for nearly $2 billion. Molly White, CMO of Generous Brands (Evolution Fresh’s parent company), wrote in an email exchange that Real Fruit Soda is currently the No. 2 refrigerated alt-soda brand next to category leader Olipop, with some 3.6 million cans sold and a presence in 11,000 stores. Now, Evolution Fresh’s smuggling campaign is seeking to Trojan Horse its product into all those other places synonymous with traditional soda. “Today’s consumers want that fizzy, refreshing hit without the artificial ingredients and sugar overload,” White wrote. “Movie theaters, in particular, felt like the perfect battleground, where consumers often feel forced to choose between nostalgia and nutrition. Our solution? A playful act of defiance.” Partnering with BSSP on the campaign, Evolution Fresh explored a variety of smuggling vessels before settling on the cowboy hat—which, White notes, dovetails with the recent surge in Western wear. The hats hail from Two Roads, and a prop company designed a custom-fit foam compartment to stash a can securely into the top of them. They cost only $5 each and will be available while supplies last right here—but don’t let the marketing price point make you think they’re ephemeral landfill-filling dross, as these things tend to be. Rather, White detailed that the hats are made from 100% Australian wool, and the $5 price is a nod to the soda’s low sugar content of five grams. Can I pull off a cowboy hat? Probably not. Can I attempt to in order to smuggle a more affordable beer into a concert? For $5, it’s time to saddle up and find out. View the full article

The way people search for information is changing, and Gen Z is leading the shift. Instead of turning to Google, they’re searching on TikTok, Instagram, YouTube, Reddit, and Discord for everything from product recommendations to restaurant reviews and how-to guides. This isn’t just a trend – it’s a fundamental shift in digital discovery. Google usage among Gen Z has dropped by 25% compared to Gen X, a 2024 Forbes study shows. eMarketer reports that 46% of Gen Z and 35% of millennials prefer social media over traditional search engines. Why? They crave fast, visual, and community-driven content rather than sifting through traditional search results and ads. For search marketers, this means SEO is no longer just about Google – it’s about being visible wherever audiences search. This article breaks down Gen Z’s evolving search habits, why social platforms are winning, and how brands can adapt to stay discoverable in this new search landscape. The democratization of search For years, Google dominated search. For Gen X and early millennials, “googling” was synonymous with searching. But Gen Z searches differently – they don’t use “google” as a verb in the same way, and it’s reshaping how brands approach discoverability. Gen Z “googles” 25% less than Gen X, turning instead to social platforms where search is more visual, trend-driven, and real-time. Even Google has acknowledged this shift – Prabhakar Raghavan noted that “nearly 40% of young people prefer TikTok or Instagram over Google Search or Maps” for local recommendations. This isn’t just about preference. It’s a shift in search behavior. Instead of scrolling through links and ads, Gen Z engages with short-form videos, peer recommendations, and user-generated content. They trust social platforms for their authenticity, immediacy, and personalized experience – something traditional search engines struggle to match. Opinions on this shift vary. Some claim “Google is doomed,” while others argue it will continue to dominate. SparkToro reports that Google Search grew by 20% in 2024. Ofcom found that 1.8 million U.K. adults stopped using it for searches that same year. The reality likely lies in between. The takeaway is clear: search is no longer just about Google. If your content isn’t optimized for TikTok, Instagram, Reddit, or YouTube – where Gen Z actively searches – you’re missing a massive audience. The future of search isn’t tied to one platform; it’s about showing up wherever your audience is looking. Sometimes, Google will win. Other times, a TikTok post will. If you want to succeed, you must create an effective content loop across multiple channels. A look into social search Social search has transformed social media from engagement-driven spaces into full-fledged search destinations. TikTok, Instagram, and Reddit now shape how users find information, products, and experiences. Up to 41% of users use TikTok for search, while 76% have discovered brands and products through social media. This shift means users aren’t just consuming content – they’re actively searching for answers, recommendations, and solutions. A changing search funnel: Social trigger, social discovery, conversion Social search is compressing and reshaping the traditional search funnel. Instead of bouncing between multiple touchpoints, users can explore, evaluate, and decide all within a single platform – turning Google’s “messy middle” into a fluid discovery flywheel. A TikTok review might lead to an Instagram deep dive, followed by a Reddit thread for credibility – all before a Google search even happens (if at all). Success in search is no longer about a single platform but about understanding user intent across multiple channels. Winning in this evolving search landscape requires a presence where searches actually happen – by optimizing content for a multichannel, search-everywhere experience. Why Gen Z prefer social to search Unlike previous generations who relied on Google to type queries and sift through blue links, Gen Z expects faster, more engaging, and more authentic results. Social search delivers exactly that. Here’s how their approach differs – and what brands need to consider. 1. Faster, more visual results Raised in a digital world of instant gratification, Gen Z doesn’t want to read lengthy blog posts or scroll through endless search results. They prefer quick, digestible answers in visual formats like short-form videos, carousels, and captions. TikTok, Instagram, Snapchat, and YouTube are their go-to search tools. A TikTok search for “best foundation” instantly serves up video tutorials, reviews, and comparisons – far more engaging than a traditional article. A YouTube Short on “quick meal-prep ideas” delivers step-by-step cooking guidance in seconds, skipping the recipe pages cluttered with ads, bios, and affiliate links. Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. 2. Authenticity and trust Gen Z doesn’t trust traditional brand marketing. Instead, they rely on peer recommendations, real experiences, and unfiltered opinions from communities. Unlike Google, which prioritizes search-optimized content and paid ads, social platforms surface real conversations from actual users. Instead of reading a blog on the “best budget travel destinations,” Gen Z watches TikTok vlogs of real people documenting their trips. Rather than trusting company-written product descriptions, they seek out TikTok creator reviews, Instagram UGC testimonials, or Reddit discussions. This peer-driven content feels more honest, transparent, and credible – making social search more trustworthy than traditional search engines. 3. Algorithm-driven discovery Unlike traditional search engines, where users actively search for answers, social platforms push relevant content before users even realize they need it – re-engaging them in their search journey. TikTok’s For You page surfaces content based on past engagement, introducing users to products and trends before they search. Instagram’s Explore tab curates recommendations based on browsing behavior, making discovery seamless. Reddit threads and Discord servers expose users to niche discussions, organically driving awareness of brands and products. This shifts discovery earlier in the customer journey. Users aren’t just searching when they’re ready to buy. They’re being passively introduced to brands, leading to high-intent searches later. This blurs the lines between search and social, inspiration and intent – reshaping the role of search marketing. The role of community For Gen Z, an aspect of search is about finding answers from people they trust. That’s why Reddit, Discord, and private forums are becoming go-to search engines, offering unfiltered insights, recommendations, and real experiences. Unlike traditional search engines, which prioritize algorithm-ranked web pages, community-driven search thrives on peer-to-peer discussions that feel authentic, specific, and reliable. These platforms provide what Google and mainstream social media often can’t: deep, real-time conversations shaped by lived experience. Reddit functions as a crowdsourced knowledge hub, where users explore niche topics, ask for advice, and share product reviews. Many even add “Reddit” to the end of Google searches to bypass promotional content and go straight to authentic discussions. Discord servers act as private search engines, with dedicated communities – spanning gaming, crypto, fashion, and professional industries – offering real-time advice and recommendations. These closed-loop spaces create powerful, organic brand discovery opportunities that brands have yet to fully tap into. Community-driven search is shifting the landscape. Gen Z trusts real people over polished marketing. Failing to engage with these communities might mean missing out on an audience that prioritizes authenticity over ads. Why community search matters Simply put, traditional SEO doesn’t work in these spaces – and you need to accept that. While TikTok and YouTube offer optimization opportunities, forums and communities operate differently. You can’t rank No. 1 in a Discord conversation or a Reddit thread. Instead, you must embed yourself naturally within these communities to stay relevant. Be present where conversations happen Actively engage in discussions – whether through creators, users, or employees. This builds credibility and trust in a way traditional search marketing often struggles to achieve. Influence through community members Gen Z doesn’t trust ads – they trust real people. The most effective way to influence brand perception is through engaged community members, influencers, and subject-matter experts who are already part of the conversation. Create valuable, non-promotional content The key to success isn’t pushing products – it’s offering real insight. Providing helpful answers, sharing expertise, and engaging meaningfully are more likely to be remembered and recommended organically. Not sure where to start? Try this A simple first step is to use Google Trends and the Glimpse Chrome extension to uncover where your audience is actually searching: Install Glimpse for Google Trends to unlock additional insights. Search for a key term related to your brand. Check the Channel Breakdown chart to see which social platforms your term is most popular on. Explore top-ranking content on those platforms using tools like TikTok Creator Search Insights, Reddit Pro Trends, and Pinterest Trends. Build a content strategy that aligns with the platform’s format, trends, and user intent. This approach ensures your brand shows up where your audience searches – not just where you assume they are. The future of search is everywhere Gen Z is redefining what it means to search. Social, visual, and community-driven discovery is shifting the landscape, and traditional SEO alone is no longer enough. Search marketers must move beyond Google rankings and embrace multi-platform search strategies. If your audience searches on TikTok, YouTube, or Reddit more than on Google, do you really have visibility? Brands that recognize search as an omnipresent, multi-platform experience will gain a competitive edge. Those that don’t? They’ll struggle to stay seen. 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Google's March Core Update continues to rollout. Patterns are beginning to emerge as reports come in with data from the past week. The post Google’s March Core Update: Early Observations From Initial Rollout appeared first on Search Engine Journal. View the full article

Google would not give a specific date for when we will see independent sites to start surfacing better and higher in Google Search. As a reminder, Google wrote with the March 2025 core update, "We also continue our work to surface more content from creators through a series of improvements throughout this year."View the full article

Automated ad recommendations are faster, but are they smarter? A look at why human touch still beats machine-driven PPC strategies. The post Ad Platforms: Should You Or Shouldn’t You Take Their Recommendations? appeared first on Search Engine Journal. View the full article

DNA testing firm 23andMe has filed for Chapter 11 bankruptcy protection. The once high-flying San Francisco company—which provides DNA analysis to offer insights into ancestry, health traits, and genetic risks—is aiming to sell itself after facing significant challenges, including rejected acquisition offers and declining market value in the wake of a 2023 data breach that impacted millions of users. In addition, CEO Anne Wojcicki has stepped down, and CFO Joe Selsavage will serve as interim CEO during the restructuring process, 23andMe said on Sunday. The company plans to continue operating as it seeks a buyer. The bankruptcy filing punctuates a stunning downfall for what was once one of Silicon Valley’s buzziest companies. It follows a long series of setbacks for 23andMe, including mass layoffs and restructuring efforts. Last year, 23andMe reduced its workforce by nearly 40%, a move that was part of an effort to cut operating costs and pivot the company’s focus. 23andMe has also faced mounting financial losses, with its valuation dropping dramatically since its 2021 IPO. Shares of 23andMe (NASDAQ: ME) were down 43% in premarket trading on Monday following the bankruptcy news, bringing them down to penny stock territory. The company’s financial turmoil is compounded by an industry-wide decline in demand for at-home DNA testing, as well as ongoing concerns about privacy and data security, all of which were made worse by the 2023 breach. An urgent warning for customers On Friday, California Attorney General Rob Bonta urged customers to consider requesting that 23andMe delete their data and destroy any biological samples, and issued a consumer alert regarding 23andMe’s financial distress and the potential risks to customer data. “California has robust privacy laws that allow consumers to take control and request that a company delete their genetic data,” said Bonta. “Given 23andMe’s reported financial distress, I remind Californians to consider invoking their rights and directing 23andMe to delete their data and destroy any samples of genetic material held by the company.” Reached for comment about Bonta’s statement, 23andMe referred Fast Company to its open letter to customers, in which it insists customer data is safe. The company says the bankruptcy process will have no impact on how it stores, manages, or protects data. “[We] are committed to continuing to safeguard customer data and being transparent about the management of user data going forward, and data privacy will be an important consideration in any potential transaction,” said Mark Jensen, chair of the board of directors, in statement. View the full article

Google now is showing Performance Max terms in the Google Ads search terms report. Plus this report shows the new negative keywords terms that is now supported for PMax campaigns.View the full article

On Friday, Google published its findings from its experiment of removing some EU news publishers from its search results. The results said that Google had no visible loss of search ad revenue when the news publishers were removed.View the full article

Google Ads has confirmed that it has lost some conversion data for some advertisers who used Google Merchant Center in February. The data is not coming back, it is unrecoverable. We don't know the exact dates, but Google did mention it was in February 2025.View the full article

Google is testing a new feature in the AI Overviews (although, they look familiar to me for some reason). When you click or hover over on a word in the AI Overview, Google will bring up a menu to get an AI explanation, show related images or copy to clipboard.View the full article

Learn about lead generation strategies like SEO, social media contests, and retargeting campaigns. View the full article

A month ago, we reported that Google Business Profiles support was backlogged and delayed. Well, the delay is not getting any better. Victoria Kroll from Google posted an update on Friday afternoon in the Google Business Profiles to inform us that the delay is still there.View the full article

Wage growth has outstripped property price rises, official figures show View the full article

Our workplaces are undergoing the next technological revolution, brought on by the warp-speed growth of artificial intelligence (AI). Generative AI is a total game changer for how we work. One day, we’ll look back and wonder how we did our jobs without this technology. But not today. Many of us are still living firmly in the discovery period of AI at work, and we’re dealing with a big dichotomy. Employees are incredibly curious about how to use AI to make their jobs easier and accelerate their growth, but very few people feel like they know how to do that. The results of a recent Wiley survey of around 2,000 individuals across a range of job roles and industries make this clear. The large majority—76%—of our respondents reported that they lack confidence in how to use AI at work. A recent Gallup survey reported similar findings, with only 6% of employees saying they feel very comfortable using AI in their roles, while about one-third say they feel very uncomfortable. Employees are stressed out about AI This transition is stressful; virtually all (96%) of those Wiley surveyed said they are experiencing some degree of stress about change at work. More than half reported at least moderate levels of anxiety as they navigate the complexities of AI adoption. This is completely natural for a change of this magnitude. Applications of AI generate emotions around job security and a general fear of this new unknown. Employees will often turn to their supervisor for guidance during times of change at work. But while the majority of respondents in our survey said that their manager is supportive of their efforts to integrate AI, only 34% of managers themselves reported feeling equipped when it comes to incorporating AI at work. This ends up causing more stress and worry for both managers and employees as a result. Getting past emotional barriers AI isn’t going anywhere. To be successful at work, we all need to get past emotional barriers and embrace AI. And it’s not merely just about staying current with industry trends. It’s about making jobs easier so that companies can compete in their industry and colleagues can accelerate their careers. Failure to drive access and adoption of AI technology can easily cause companies to lose their competitive edge in the marketplace. Your first priority should be to get everyone to adopt AI in their day-to-day work. In practice, this likely means increasing the availability of tools. Employees can’t use AI if they don’t have it readily available. But the successful adoption of AI hinges on more than just access—employees need to know how to use these tools and do so responsibly, with guardrails for their respective roles. Investing in upskilling is crucial in navigating this transition. This requires organizations to take a multifaceted approach that encompasses training, support, communication, and transparency. When people understand both what they are doing and why they’re doing it, they’re more likely to embrace change. Help employees feel comfortable using AI According to our survey, companies can help their employees feel comfortable in using this technology by providing them with three things: Clear expectations around the usage of AI—Employees need to have clear expectations to guide their AI usage given the risks involved. This might require many different steps to manage that risk based on what’s best for your organization. One way you can do this is by laying out a risk controls framework that is right-sized for your organization. It’s also important for company leaders to model the way and advocate for usage among employees. A clear understanding of organizational strategy—Making an explicit statement about the role AI plays in your organization’s strategy can also go a long way. Consider gathering a group of internal subject matter experts—whether that be business, technology, legal, and communications experts—to drive strategy and develop standards for your organization’s ethical and responsible use of AI. Training on ways to integrate AI—Once employees are comfortable with the tool, you need to train them to actually use the tool. Manager training and adoption are essential elements since so many people will turn to their direct supervisors for help. This group is extremely crucial in providing motivation and encouragement to their teams. Is AI going to create a once-in-a-generation transformation in the workplace? Probably. Is it overwhelming to a lot of people? Definitely. But if we let ourselves, our teams, and our organizations stay overwhelmed, we’ll never realize all the potential that AI has to offer. View the full article

Hello and welcome to Modern CEO! I’m Stephanie Mehta, CEO and chief content officer of Mansueto Ventures. Each week this newsletter explores inclusive approaches to leadership drawn from conversations with executives and entrepreneurs, and from the pages of Inc. and Fast Company. If you received this newsletter from a friend, you can sign up to get it yourself every Monday morning. Before there was Apple, Medtronic, or Tesla, there was General Electric (GE). Created in 1892 from the combination of Thomas Edison’s Edison General Electric and two other competitors, the American conglomerate was once the most powerful, valuable, and inventive company in the world. “At different times during its 130-year run, [GE] had been a leader in technological innovation and entrepreneurial drive,” writes Puck cofounder William D. Cohan in his 2022 book Power Failure. “The generation and distribution of electricity? GE. The light bulb? GE. The jet engine? GE. The X-ray machine? GE. The world’s first radio broadcast? GE. The first home television sets? GE. The first electric cars? GE.” Cohan’s book goes on to detail the management missteps—many related to its GE Capital financial services business—that ultimately led the once mighty company to split into three public companies specializing in aviation, healthcare, and energy. The power behind the name Scott Strazik, CEO of energy spinoff GE Vernova, says he is trying to lead the company by adopting some of the best parts of the GE legacy—its ambition and some its best talent—while embracing the freedoms of being a standalone company. “We were very thoughtful about the fact that we needed to have an entrepreneurial edge to everything that we did,” he says. That edginess starts with the company’s name: Vernova marries “ver” (short for verdant, or green) with “nova,” from the Latin word novus, or new. In contrast, the other GE spinoffs, GE HealthCare and GE Aerospace, selected more straightforward names based on the industries they serve. “We wanted to choose a name that very clearly said to all of our stakeholders that the world is changing, and we needed to change with it,” Strazik says. One of those stakeholder groups is the community of cleantech and energy transition startups, and Strazik is trying to forge partnerships with them. Last year, GE Vernova launched a joint venture with Montana Technologies, the maker of a system that harvests water from the atmosphere, and it invested in Form Energy, which develops energy storage solutions. “The greatest value we add for [Form Energy CEO] Mateo Jaramillo isn’t going to be the money we invest,” Strazik says. “It can be the supply-chain team I had at his factory in West Virginia last week or the commercial leader that’s meeting with his commercial team this week to help them understand contracting with a different type of customer than they’re used to.” Leading power’s next gen Strazik says GE Vernova can help other companies in the energy ecosystem better understand how to build products at scale and how to reach customers effectively—two muscles it built as part of the GE empire. But even the vaunted “synergies” of being part of a conglomerate, such as the ability to share technology or best practices, couldn’t always be optimized given that the divisions had such different customers. And Strazik says that as an independent company he no longer has to compete with other huge divisions for capital. GE Vernova sits at the intersection of two big trends—the demand for more electricity globally, much of it coming from AI data centers—and the need to diversify and clean up the way energy is produced. GE Vernova’s business includes power (gas, hydro, nuclear), wind (onshore and offshore), and software and systems, which include grid storage and power conversion. “We go into that discussion with a responsibility because 25% of the world’s electricity today is powered with our equipment,” Strazik says. “What’s becoming more pronounced and clear to the world at large is this is going be a game in which all [of the assets in our portfolio] are going to be needed for us to win.” By one measure, Strazik’s effort to recapture the prowess of GE in its heyday is off to a solid start—the company’s stock is up about 150% from its first day of trading nearly a year ago, and in that time, it has outperformed the market and siblings GE Healthcare and GE Aerospace. But as GE Vernova approaches its first anniversary, Strazik seems to believe there’s even more the company can do to recapture the entrepreneurial spirit of its former parent. “I want to look at different partnering models that we can pursue to provide leverage to Vernova and our shareholders,” he says. “We’re progressing, but I have such ambition for the role Vernova can play in the energy ecosystem that we’re going to ramp up expectations even further in year two.” How does your team keep entrepreneurial spirit alive? How has your company worked to retain the entrepreneurial or innovative zeal of your founders or its legacy? Send your responses to me at stephaniemehta@gmail.com. I’d love to publish your best answers. Read more: GE, then and now 3 leadership lessons from General Electric’s breakup The complicated business legacy of Jack Welch What’s really holding back renewable energy View the full article

Imagine this: You are a wealthy art lover seated in a room filled with beautiful paintings and surrounded by other art lovers. You have a numbered paddle in one hand and a glass of champagne in the other. You are at the center of an auction and about to bid against all the other people in the room for the artwork you want. Now imagine you are blindfolded! The auctioneer’s rapid-fire speech guides you as prices go higher and higher. You periodically raise your paddle to make a bid; you assume that those around you are doing the same. But what if they’re not? What if the joke is on you, and you’re feverishly raising your paddle again and again to win the auction while everyone else in the room is motionless, watching you bid against yourself? Never forget: Google Ads is an auction. Most of the time, you are blind, unaware of competing bids for the keywords your business needs to win. At BrandPilot, we call the phenomenon of a search ad with no competition the “Uncontested Paid Search Problem.” The Uncontested Paid Search problem The BrandPilot definition of the Uncontested Paid Search ad is a Google search where no competitor ad is present across several search terms. Yet, you are still paying for your sponsored ad CPC, even without competition. You are essentially bidding against yourself. Here’s an example of an Uncontested Paid Search ad. In this case, you can see that the sponsored ad is directly above the organic result, meaning there is no other competition for this search result. There are two problems with these Uncontested Paid Search ads: Wasted ad spend on organic traffic: A significant number of people simply click the sponsored ad as it appears at the top of their search, unnecessarily costing you money. Overpaying for clicks in paid search: You want people to click on your sponsored ad, but you are unnecessarily paying a high CPC in the absence of competition. The critical takeaway here is that advertisers are paying high CPC for ads with no competition every hour of every day. The whole point of the Google keyword auction is to bid fairly against your competitors on a CPC for a keyword, so why are advertisers paying the same CPC even when competition is not present? When do ‘uncontested search ads’ happen? Instances of uncontested search ads are more pervasive than you might think. While results will vary by industry, data from BrandPilot indicates that Google Ads for: Branded keywords face no competition 20–30% of the time. Non-branded (general search) keywords experience moments of no competition but at a rate of 5–10%. This makes sense as there would be less competition for a keyword specifically related to a brand or product name. How big is this problem? Uncontested search ads are a silent thief of marketing budgets. While this topic is not widely discussed, it has enormous impacts on the marketing industry. Here is one way to measure this industry-wide issue: Google’s annual search revenue in 2024: $264 billion (Statista) Ad budget breakdown: On average, 18% ($47 billion) is spent on branded keywords, while 82% ($216 billion) goes to non-branded keywords. (Dreamdata) Estimated wasted ad spend: Advertisers may be wasting approximately $11 billion annually on branded CPC and approximately $16 billion on non-branded CPC. How much are you spending on search ads? If you could recover approximately 25% of your branded keywords budget and another 7.5% of the non-branded keyword budget, where would you invest those savings? How to fix the uncontested paid search ad problem There are really only two options to optimize for searches with no competition: Suppress your sponsored ad and let your organic search results float to the top of the search results page. Replace your current sponsored ad with a clone that you gradually bid-walk down to the lowest possible CPC. Option 1: Let organic win the day For this option, marketers can simply pause their existing sponsored ad when there is no keyword competition at that moment. If you are conquering organic search for that keyword, this will allow your organic search results to appear at the top of the search results page and drive organic traffic to your website. Important note: You would need to ensure that you rank No. 1 organically for that keyword search. Be mindful that, as a marketer, your organic search results might not include your current promos, copy, buyers’ journey, etc. Option 2: Bid-walking down a CPC In this scenario, a marketer would allow the sponsored ad and the organic link to appear simultaneously on the search results page. In this case, marketers create a clone of their sponsored ad that is displayed only when there is no competition. Over time, marketers reduce the CPC of this “no-competition clone.” This allows them to retrain the search algorithm and get the CPC for this cloned ad all the way down to $0.01! Maintaining search traffic The above processes are designed to eliminate unnecessary Google Ads spending and create more budget for you to drive growth and revenue. Every month, brands who execute strategy for uncontested ads typically reclaim approximately 30% of their branded keyword budget and another 5–10% of non-branded keywords. The real-world example below shows how a global fashion brand maintained website traffic while dramatically decreasing its Google Ads spend. In this case, the marketing team elected to simply pause their sponsored ads whenever there was no competition for the search term. Maintaining search traffic is more important to any marketer. Here, you can see their blended CTR: Reducing Google Ads spend While maintaining search traffic, the marketing team was able to dramatically reduce its daily Google Ads spend simply by not paying a high CPC when a search result had no keyword competition. They were able to go from an average spend of $500 per day down to less than $100 — all while maintaining search traffic! Final thoughts Here’s the no-brainer: a flaw in Google Ads has you bidding to win the auction, even when there is no competition for your selected keywords. A seven-day inspection of your Google Ads data can help determine how the Uncontested Paid Search problems is impacting your search campaign budget. You can save approximately 30% of your branded keyword budget each month and experience an 11% increase in site performance based on the redistribution of those wasted budgets. Book some time to discuss your keyword costs and get a free Google Ads campaign audit. Data source: SparkToro View the full article

Recruiting veterans urge originators to track their future employer's pricing for a longer period of time, and to seek more details about the firm's culture. View the full article

What worked on YouTube last year may be outdated now. Explore fresh tips and examples to help keep your video content relevant. The post 10 New YouTube Marketing Strategies With Fresh Examples For 2025 appeared first on Search Engine Journal. View the full article