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UK’s growth problems pose long-term challenges for chancellorView the full article

The Kansas City Chiefs and the Philadelphia Eagles will face off in Super Bowl LIX this Sunday, Feb. 9, 2025. This year, the game is being broadcast by Fox with a pregame show starting at 2 p.m. ET and game coverage at 6 p.m. ET. But who cares about all that? We’re here to prepare for the real game that will be taking place on Feb. 9—aka whatever shenanigans you and your friends get into during your Super Bowl party. Before we dive into the best drinking games for Super Bowl Sunday, let me be clear: Any game can be a drinking game, but not every game has to be a drinking game. You can take any of the gameplay below and assign “penalties” that don’t involve drinking alcohol. Now, let the games begin. Drink every time [blank] happensThis game has a simple premise, with plenty of room for originality: Take a drink every time [blank] happens. The key is to create a solid list beforehand. You can assign different rules for different items, like “take a sip,” “finish your drink,” or “eat a hot wing.” The penalties (or rewards) are up to you, depending on how likely or momentous the list item is. Here are some ideas to get your list started, and feel free to add your own: Your team scores. A player points victoriously at the sky. There’s a penalty. Someone yells at the ref (on screen or off). The camera pans to a player’s baby. Everyone at your party goes “aw” at the player’s baby. An animal speaks in a commercial. A baby speaks in a commercial. A baby animal speaks in a commercial. An animal and a baby have a conversation in a commercial. Someone at your party says “sports ball,” or any cliché from this list. “I watch for the commercials!” BingoFinally, a drinking game for every Super Bowl party attendee who claims “I just watch for the commercials,” or “The ads are my favorite part!” Print out or quickly sketch some blank bingo cards and fill them in with Super Bowl ad-themed squares. These could be the names of big companies you expect to see ads for, or features of ads themselves, e.g. overly patriotic cars, overly erotic perfumes, and overly unhinged Mountain Dew fever dreams. As always, the first person to get BINGO wins. Oh, and don’t forget to drink every time you fill in a square. Halftime show show-downTake a break from the game on screen with a physical party game. Note: You can play these at any point, not just during the actual halftime show. I mean, at that point, you’ll probably have your eyes glued to Kendrick Lamar and SZA. Some ideas for party games: Flip cup. Just like college, right? Divide your players into Chiefs and Eagles to make sure the stakes stay high. Paper football. Remember how you used to pass the time in math class, flicking folded-up paper “footballs” to your friend’s desk? If you were a more attentive student than me, here’s a refresh on how to make and play paper football. Squares. Set up a grid of 10 squares and let everyone who’s playing pick an equal amount of squares. Then, assign a team to the columns and a team to the rows and randomly assign numbers 0-9 to each column and row. At the end of each quarter, the winner (aka drinker!) is selected by using the last number of each team’s score to see where they intersect. Most likely to...We hinted at this above in the “drink every time [blank happens]” list. If you’re hosting a party with a good group of friends, test your knowledge of each other in a game of “most likely to...” Who will pay the least attention to the game? Who will have the most outrageous outbursts? Who will bring up how much they miss Jennifer Lopez and Shakira’s iconic 2020 halftime show? Write all your questions and predictions down beforehand, and then have fun deliberating who got the most right at the end of the party. Touchdown-the-hatchSince it can take some time for each team to score a touchdown, this game is perfect for anyone worried about pacing themselves or getting too tipsy before the game finishes. The game is simple: When someone scores a touchdown, you have to finish your drink. Down the hatch! If you don’t want to drink a full cup for this game, you can switch it to taking a shot of your favorite liquor at every touchdown. Speaking of taking shots... Take a shot when...This game is nearly identical to the “drink every time” game above, but adjusted for shots, so it’s for those trying to party a little harder. The idea is to make a list of shot-worthy occurrences—like “a coach yells at a referee” or “something goes wrong during the halftime show”—and then take a shot whenever they happen. If the promise of regular shots isn’t enough for you, we have another twist for you: The “1, 2, 3" rule. The first time something from your shot list happens, you take one shot. The second time it occurs, take two. The third, three...and then hopefully you don’t push your health and safety past that point. On the other hand, you can always choose to sip instead of taking a full shot. Again, none of these party games have to involve alcohol. But they definitely can if you want them to. Super Bowl LVIX is on Sunday, Feb. 9, 2025. Kickoff is scheduled for 6:30 p.m. ET/3:30 p.m. PT. Here's how you can stream it even if you don't have cable. View the full article

Microsoft Excel is not only a widely used and versatile software but also the standard application for spreadsheets. Proficiency in Excel is essential for business professionals. Numerous online Excel courses are available to help you acquire the skills necessary to maximize your use of Excel for your business needs. Why You Should Take an Excel Course Microsoft Excel is an industry-standard spreadsheet program, and it continually adds different features and functions. Learning how to use Excel and keeping up with the new features is important. Here is why you should take a course: Increased efficiency and productivity Reporting Made Easier Perform complex calculations Updating your skillset Increased efficiency and productivity: By taking courses, you will be able to store, organize, and deal with a large amount of data in a short period. Online courses also help you and your company get adjusted to MS Excel’s inventory and sales templates. Reporting made easier: A beginner online Excel course can teach you how to produce reports. The reports may vary in form, but the courses will cover everything, including generating a graphic report using different types of charts, tables, and other formats. Perform complex calculations: Excel can accommodate over a million rows and more than 16 thousand columns, allowing you to store a vast amount of data in a single sheet. These Excel courses teach you how to effectively manage this extensive data. You will learn to perform calculations using Excel formulas and functions or by creating your own formulas. Updating your skillset: This program is ever-growing, with each new version of Excel and update of the software, it adds new features, a set of new formulas, and more. These online courses guide you to update your Excel knowledge through every change that comes with all the new versions and updates. READ MORE: Where Can You Find the Best Excel Templates for Business? Which Udemy Course is Best for Excel? Microsoft Excel – Excel from Beginner to Advanced: is a comprehensive course for all versions from Excel 2010 to Excel 365, suitable for all skill levels. You will explore the basics of Excel, including common functions, and learn how to create a dynamic report using tools like PivotTables. This Excel course offers 21 hours of content, along with progress tests and 6 projects. Best Microsoft Excel Courses for Beginners There are several different course options for learning Microsoft Excel. Excel training is offered for different entry levels: beginner, intermediate, and expert. The following are the top three selected online Excel classes. Microsoft Excel for Beginners This Excel course is designed to teach you essentials such as creating and saving a workbook, navigating, and personalizing your workbook. It also demonstrates basic formulas and formats on both computers and touchscreen devices. Microsoft Excel 2016 for beginners further covers entering and editing data, categorizing, color coding, and sharing your spreadsheet. Basic Excel for Basic Bookkeeping and Accounting Basic Excel for Basic Bookkeeping and Accounting course begins with data entry and deletion, adding and deleting columns and rows, as well as formatting text and cells. Specifically designed for Excel 2013, this online Excel class covers bookkeeping fundamentals, including the creation of daybooks such as purchase and purchase return daybooks. Additionally, you will begin working with data by organizing, sorting, and analyzing it. Excel Essentials for the Real World All the new features of Excel are briefly discussed in this Excel course. Excel Essentials for the Real World, starting with inputting data and navigation, expands into organizing bulk data and using formulas. Adding comments and notes to cells, important shortcuts, extracting answers from your data, creating Excel reports, and turning data into charts and graphics are some of the topics explained in the course. Best Courses for Advanced Excel Training Once you have become comfortable with the basics, the next step is to master Microsoft Excel. There are numerous advanced Excel courses available online. From these options, we have chosen a few that will help you develop advanced Excel skills. Advanced Microsoft Data Visualization Excel Course In this advanced Excel course, you will explore over 20 types of charts and graphs, along with advanced tools like automated dashboards. Advanced Microsoft Data Visualization Excel Course offers insights into value-based chart formatting, 12 advanced Excel demonstrations, and scroll and zoom capabilities. Tailored for users of Excel 2016 and the most current versions, this online Excel course includes more than 10 Excel projects. Excel Shortcuts, Excel Tips, Excel Tricks – Excel Skills! This Excel course begins with advanced data entry and data validation and then delves into quick analysis and camera tools. It covers topics such as creating pivot tables with charts, utilizing the auto filter, Livestream recording, and merging cell contents. Additionally, Excel Shortcuts, Excel Tips, and Excel Tricks showcase the use of functions, professional formula creation, advanced shortcuts, and strategies for sharing and merging workbooks. The Microsoft Excel Course: Advanced Excel Training The Microsoft Excel Course: Advanced Excel Training deals with advanced excel formatting, functions, and Excel modeling. In under 6 hours, this Excel course will advance your usage of shortcuts, navigation tools, and professional functions. In the same manner, it will delve into financial modeling and financial functions to forecast balance sheet and income statement financials. Best Excel Skills Courses for Data Analysis Beyond the fundamentals, Excel online courses can help you enhance your data analysis skills. Using advanced Excel formulas and features, you will be taught data analysis. These are the best courses for Data Analysis: Excel Analytics: Linear Regression Analysis in MS Excel Excel Analytics: Linear Regression Analysis in MS Excel shows you how to solve problems using linear regression. You will learn how to build a regression model, predict outcomes using a machine learning algorithm, and analyze the results. Up on completion, you will be rewarded with a Verifiable Certificate of completion. Unlock Excel VBA and Excel Macros Unlock Excel VBA and Excel Macros is a 22-hour-long Excel course focused on VBA automation, Excel VBA, and Excel Macros. The lessons include Macro recording, VBA object model, Referencing with VBA, working with variables, looping, and built-in functions. Moreover, it directs on creating your custom functions, interacting with other applications, workbook and worksheet events, and much more. Microsoft Excel Data Analysis – Learn How The Experts Use It Microsoft Excel Data Analysis teaches the fundamentals of data analysis. In this online Excel course, you will receive guidance on managing and modeling data using key Excel business intelligence tools. The curriculum covers pivot tables and pivot charts, mapping with GeoFlow, data acquisition, data shaping, as well as data discovery and visualization using Power View. How can you learn Excel quickly? All of the courses on Udemy are just a click away, and enrollment only takes a few minutes. Most of the courses are self-paced, although a few are broken down into weeks of lessons. How much do Excel courses online cost? Online Excel courses typically cost around $17 for beginner classes, $20 for intermediate-level courses, and $25 for expert-level courses when there are promotional offers available. Please note that these prices may vary. Can you get certified for Excel online? You will be awarded a certificate of completion for every course attended and finished. Some courses offer a professional certificate as well. Image: Envato Elements This article, "Popular Excel Courses" was first published on Small Business Trends View the full article

Microsoft Excel is not only a widely used and versatile software but also the standard application for spreadsheets. Proficiency in Excel is essential for business professionals. Numerous online Excel courses are available to help you acquire the skills necessary to maximize your use of Excel for your business needs. Why You Should Take an Excel Course Microsoft Excel is an industry-standard spreadsheet program, and it continually adds different features and functions. Learning how to use Excel and keeping up with the new features is important. Here is why you should take a course: Increased efficiency and productivity Reporting Made Easier Perform complex calculations Updating your skillset Increased efficiency and productivity: By taking courses, you will be able to store, organize, and deal with a large amount of data in a short period. Online courses also help you and your company get adjusted to MS Excel’s inventory and sales templates. Reporting made easier: A beginner online Excel course can teach you how to produce reports. The reports may vary in form, but the courses will cover everything, including generating a graphic report using different types of charts, tables, and other formats. Perform complex calculations: Excel can accommodate over a million rows and more than 16 thousand columns, allowing you to store a vast amount of data in a single sheet. These Excel courses teach you how to effectively manage this extensive data. You will learn to perform calculations using Excel formulas and functions or by creating your own formulas. Updating your skillset: This program is ever-growing, with each new version of Excel and update of the software, it adds new features, a set of new formulas, and more. These online courses guide you to update your Excel knowledge through every change that comes with all the new versions and updates. READ MORE: Where Can You Find the Best Excel Templates for Business? Which Udemy Course is Best for Excel? Microsoft Excel – Excel from Beginner to Advanced: is a comprehensive course for all versions from Excel 2010 to Excel 365, suitable for all skill levels. You will explore the basics of Excel, including common functions, and learn how to create a dynamic report using tools like PivotTables. This Excel course offers 21 hours of content, along with progress tests and 6 projects. Best Microsoft Excel Courses for Beginners There are several different course options for learning Microsoft Excel. Excel training is offered for different entry levels: beginner, intermediate, and expert. The following are the top three selected online Excel classes. Microsoft Excel for Beginners This Excel course is designed to teach you essentials such as creating and saving a workbook, navigating, and personalizing your workbook. It also demonstrates basic formulas and formats on both computers and touchscreen devices. Microsoft Excel 2016 for beginners further covers entering and editing data, categorizing, color coding, and sharing your spreadsheet. Basic Excel for Basic Bookkeeping and Accounting Basic Excel for Basic Bookkeeping and Accounting course begins with data entry and deletion, adding and deleting columns and rows, as well as formatting text and cells. Specifically designed for Excel 2013, this online Excel class covers bookkeeping fundamentals, including the creation of daybooks such as purchase and purchase return daybooks. Additionally, you will begin working with data by organizing, sorting, and analyzing it. Excel Essentials for the Real World All the new features of Excel are briefly discussed in this Excel course. Excel Essentials for the Real World, starting with inputting data and navigation, expands into organizing bulk data and using formulas. Adding comments and notes to cells, important shortcuts, extracting answers from your data, creating Excel reports, and turning data into charts and graphics are some of the topics explained in the course. Best Courses for Advanced Excel Training Once you have become comfortable with the basics, the next step is to master Microsoft Excel. There are numerous advanced Excel courses available online. From these options, we have chosen a few that will help you develop advanced Excel skills. Advanced Microsoft Data Visualization Excel Course In this advanced Excel course, you will explore over 20 types of charts and graphs, along with advanced tools like automated dashboards. Advanced Microsoft Data Visualization Excel Course offers insights into value-based chart formatting, 12 advanced Excel demonstrations, and scroll and zoom capabilities. Tailored for users of Excel 2016 and the most current versions, this online Excel course includes more than 10 Excel projects. Excel Shortcuts, Excel Tips, Excel Tricks – Excel Skills! This Excel course begins with advanced data entry and data validation and then delves into quick analysis and camera tools. It covers topics such as creating pivot tables with charts, utilizing the auto filter, Livestream recording, and merging cell contents. Additionally, Excel Shortcuts, Excel Tips, and Excel Tricks showcase the use of functions, professional formula creation, advanced shortcuts, and strategies for sharing and merging workbooks. The Microsoft Excel Course: Advanced Excel Training The Microsoft Excel Course: Advanced Excel Training deals with advanced excel formatting, functions, and Excel modeling. In under 6 hours, this Excel course will advance your usage of shortcuts, navigation tools, and professional functions. In the same manner, it will delve into financial modeling and financial functions to forecast balance sheet and income statement financials. Best Excel Skills Courses for Data Analysis Beyond the fundamentals, Excel online courses can help you enhance your data analysis skills. Using advanced Excel formulas and features, you will be taught data analysis. These are the best courses for Data Analysis: Excel Analytics: Linear Regression Analysis in MS Excel Excel Analytics: Linear Regression Analysis in MS Excel shows you how to solve problems using linear regression. You will learn how to build a regression model, predict outcomes using a machine learning algorithm, and analyze the results. Up on completion, you will be rewarded with a Verifiable Certificate of completion. Unlock Excel VBA and Excel Macros Unlock Excel VBA and Excel Macros is a 22-hour-long Excel course focused on VBA automation, Excel VBA, and Excel Macros. The lessons include Macro recording, VBA object model, Referencing with VBA, working with variables, looping, and built-in functions. Moreover, it directs on creating your custom functions, interacting with other applications, workbook and worksheet events, and much more. Microsoft Excel Data Analysis – Learn How The Experts Use It Microsoft Excel Data Analysis teaches the fundamentals of data analysis. In this online Excel course, you will receive guidance on managing and modeling data using key Excel business intelligence tools. The curriculum covers pivot tables and pivot charts, mapping with GeoFlow, data acquisition, data shaping, as well as data discovery and visualization using Power View. How can you learn Excel quickly? All of the courses on Udemy are just a click away, and enrollment only takes a few minutes. Most of the courses are self-paced, although a few are broken down into weeks of lessons. How much do Excel courses online cost? Online Excel courses typically cost around $17 for beginner classes, $20 for intermediate-level courses, and $25 for expert-level courses when there are promotional offers available. Please note that these prices may vary. Can you get certified for Excel online? You will be awarded a certificate of completion for every course attended and finished. Some courses offer a professional certificate as well. Image: Envato Elements This article, "Popular Excel Courses" was first published on Small Business Trends View the full article

Amazon on Thursday reported better-than-expected revenue and profits for the holiday shopping period, but its stocks dipped in after-hours trading due to disappointing guidance for the current quarter. The Seattle-based e-commerce and technology company said its revenue for the October-December period totaled $187.8 billion, a 10% jump compared with the same period in 2023. Profits came out to $20 billion while earnings per share reached $1.86, higher than the $1.49 that analysts surveyed by FactSet had anticipated. But the company said it expected revenue for the current quarter to be between $151 billion and 155.5 billion, lower than the $158.56 billion that analysts were expecting. The guidance anticipates “an unusually large, unfavorable impact” from foreign exchange rates, it said. Amazon is the biggest online shopping destination in the U.S. and has long been a beneficiary of consumer spending during the holidays. As it has done in recent years, the company in October began offering promotions intended to lure early holiday shoppers. It advertised other discounts during the three-month period, including on major sales days such as Black Friday and Cyber Monday. Amazon on Thursday reported it saw $75.5 billion in revenue for its online shopping business, up 7% from the same period in 2023. Across the retail industry, holiday sales in November and December were better than expected compared with the previous year as lower inflation on holiday goods enticed shoppers to buy, according to The National Retail Federation. Online shopping also saw record sales levels, Adobe Analytics reported in January. Sales for Amazon Web services, the company’s prominent cloud computing unit, rose 19% during the fourth quarter. But it fell slightly below analysts expectations. Amazon is one of the biggest players in the competitive tech race around generative artificial intelligence. Like other tech companies, it has ramped up investments in the technology and is spending billions to expand data centers that support AI and cloud computing. The company is also spending money on other equipment, including its own computer chips and those developed by Nvidia. It has also rolled out its own AI models and integrated the generative AI into other parts of its business. In the fourth quarter, Amazon reported spending $27.8 billion on property and equipment, significantly higher than the same period in 2023. During a call with analysts on Thursday, Amazon CEO Andy Jassy said capital expenditures for the quarter came out to $26.3 billion, most of which was geared towards AI and AWS. “We think virtually every application that we know of today is going to be re-invented with AI inside of it,” Jassy said. “I think both our business, our customers and shareholders will be happy medium-to-long term that we’re pursuing the capital opportunity and the business opportunity in AI.” Jassy added during the call that Amazon, like many others, was “impressed” by DeepSeek, the Chinese artificial intelligence company whose chatbot recently became the most downloaded app in the U.S. Amazon’s quarterly report comes as the retail industry is absorbing a new 10% tariff President Donald Trump imposed on Chinese imports on Tuesday. Tariffs on Canada and Mexico have been put on hold for about a month. Trump also threw out a trade exemption that allowed low-value shipments from China to bypass duties, a loophole that had given an advantage to China-founded e-commerce firms, such as Shein and Temu. The new tariffs could benefit Amazon by increasing costs for its competitors. But it would also impact Chinese sellers who connect with American consumers on the company’s shopping platform. Furthermore, it could raise prices on a recently-launched online storefront that Amazon set up to ship low-cost products directly from China. The storefront, called Amazon Haul, was Amazon’s answer to Shein and Temu. Additionally, analysts from Morgan Stanley wrote in a Monday note that Amazon’s first-party retail business, though which the company sells products purchased from manufacturers, has the highest exposure to the tariffs. The analysts estimate 25% of the merchandise sold through that business comes from China. —Haleluya Hadero, Associated Press View the full article

"Anything that is done around a safe and sound release is going to hinge on the effect of long-term mortgage rates," Bessent said. View the full article

Mastering user intent is all about putting yourself in your user’s shoes. It’s easier to do that if you know what kind of shoes they’re wearing and why. Create and incorporate user personas in SEO decision-making to create actionable insights in the best interest of your actual users. Build your search personas User personas can help you develop a more customized approach to applying user intent to a topic and to your specific users. You aren’t just selling a garden rake to someone in Indiana – you’re selling a metal rake to Gretel in Pawnee so she can get rid of slugs in her front yard. To develop your personas, make a list of your typical users based on what they know, want, and ask. Then, add details about what, how, and where they search. Consider key factors about your user, then add more specifics based on your industry. How much do they know about this topic? Are they going to be a one-time or regular visitor? How likely are they to buy? How long will it take them to make a decision or purchase? What kind of features will they need? Will their behavior change over time? What kinds of brands do they trust? What’s their education status or reading comprehension? What’s their age range? Where are they in their career? What’s their location? What’s their financial status? What are their goals? What do they want to do when they come to my site? What would make them trust me? Creative exercises for inspiration Build your personas around real people. Which celebrity would be most likely to be spotted with your product? Which fictional characters would your brand be most appealing to? Your personas don’t have to be people; they can reflect your brand personality. Try using something more abstract like animals, colors, flowers, or cities. Your “power user” could be a Lamborghini, Godzilla, or a Red Power Ranger. Test your persona drafts using ChatGPT or another AI tool. Try this prompt: “Create three variations of a person who fits this description.” Then refine and iterate. Start with a Dungeons & Dragons character sheet. Think about strengths, weaknesses, proficiencies, ideals, alignment, background, and personality. Dig deeper: How to optimize for search intent: 19 practical tips Example persona exercise Let’s say you run a gardening ecommerce site. While all your users have the same hobby in common, the what, why, and how behind their searches might look very different. Your content needs to reflect your target audience. Lawn Lover Larry Summary: Larry’s retired and invests most of his time maintaining the perfect lawn. He loves having people over for barbecues. He likes when he knows how to do things but gets frustrated easily when he doesn’t. Quote: “What will the neighbors think.” Motivation: Curb appeal, perfection, feeling superior. Wants: Lawn maintenance tools, latest cultivars to stand out, tool organization ideas. Likes: Riding lawnmowers, DIY, cornhole. Dislikes: Weeds, neighbor dogs, trespassers. Emotions: Pride, frustration. Trusts: Facebook, friends, big box gardening center. Ask: “How do I…”, “what’s the best…” Search: Video, text. Beginner Betty Summary: Betty has a few hard-to-kill indoor plants and wants to develop her green thumb outdoors on her patio. She’s just learning how to garden and is easily overwhelmed. Quote: “Plant mom vibes.” Motivation: Keep plants alive, build confidence. Wants: Simple tutorials, new inspiration. Likes: Blooming plants, evergreens, succulents, cute pots. Dislikes: Condescension, plant pests, dead leaves. Emotions: Confusion, excitement. Trusts: Pinterest, Tiktok. Ask: “How to…”, “what is…”, “what do…” Search: Video, image. Herbalist Herb Summary: Herb grows his own produce and wants his garden to work for him. He doesn’t care if his garden is ugly as long as it’s productive. When he’s not gardening, Herb loves foraging for mushrooms and berries with his dog. Quote: “Function over form.” Motivation: Fresh food, less waste. Wants: Plant characteristics, leaf and fruit details. Likes: Compost, fungi, herbs, fruits, veggies. Dislikes: Rules, order, toxic plants. Emotions: Curiosity, patience. Trusts: Forums, local hardware store. Ask: “Can I…”, “what does…” Search: Text, image. Native Nancy Summary: Nancy loves creating a living garden because of the benefits to local animals and the environment. She needs detailed info about which plants are native and how they add value to wildlife. Quote: “My honeysuckle brings all the birds to the yard.” Motivation: Plant natives, all-season interest. Wants: Native perennials, shrubs, and trees. Likes: Butterflies, hummingbirds, mulch, ponds. Dislikes: Invasives, native lookalikes, destructive pests, annuals. Emotions: Patience, eagerness. Trusts: Forums, YouTube, local garden shop experts, books. Ask: “Is it…”, “vs.”, “should…”, “where…” Search: Image, text. Greenhouse Greta Summary: Greta has been so successful at gardening that she started her own backyard business. She grows, propagates, and sells plants from her home, so she needs to make sure the plants she gets will get her maximum profit. Quote: “Show me the green.” Motivation: Sell low-investment, high-value plants to make money. Wants: Seeds, tools, propagation supplies. Likes: Bulk discounts, free shipping, high germination rate. Dislikes: Slow response times, inefficiency. Emotions: Frustration, determination. Trusts: Business owners and peers, customers, YouTube. Ask: “Is it worth it?”, “how much…” Search: Video, text. Dig deeper: Content mapping: Who, what, where, when, why and how Use SERPs to validate personas Analyze search results to see how each persona might be searching. This is where your expertise will come in handy, or where you can lean on a subject matter expert (SME). SERP example Using our gardening personas, let’s look at a typical search result. Users coming to a gardening site might be searching for a specific plant they want to research or buy, like the American germander plant. Keyword: “teucrium canadense” Think about: From our personas, who is most likely searching by the common plant name versus the Latin name, and why? Where would they have heard that name? Is there another common or regional name the plant goes by? Is there another plant that could easily be mistaken for it? Beginner Betty might have seen the term on a plant tag. Maybe Native Nancy saw the name in a book or blog. Long-tail keywords Autofill searches with more specific keywords give us some extra clues about who’s searching and why. Host plant: That’s probably Nancy, who wants to know what bugs and pollinators are attracted to this plant. Propagation: Propagating a plant by seed, division, or cuttings could be a question from Greta, Nancy, or Herb. Larry might want to know this, but he’d be searching like “does this plant spread.” Go botany: That’s a website about native plants, including how to identify them and their benefits. That sounds like Herb or Nancy. This is a branded search, so it could be a competitor to research. Medicinal uses: That’s right up Herb’s alley, and maybe Greta. Dig deeper: 9 tips to get the full SEO benefits of long-tail keywords SERP features People Also Ask gives us a few more ideas. Is it invasive: Larry and Nancy would both want to avoid planting this. Betty needs to know this, but she might not think to check. What does it taste like: Herb or Nancy would probably like to know this. What’s it used for: Herb or Betty might ask this, or maybe Greta if she wants to know how to market it to customers. Putting personas into action Do this exercise with a few of the top keywords you’re targeting, and for a few random ones that represent your current website. Use that insight to tweak your personas. After doing this exercise with a few SERPs, think about whether there’s any search you can’t really pinpoint to a given user or if your personas are so broad they could apply to any search. Consider any subtypes of users you might want to expand on. Maybe Nancy A is in zone 5, so she won’t be interested in tropical plants or ponds. And Nancy B lives in Hawaii, so you can’t ship to her directly and need to make shipping policies more obvious or show alternative plants or stores. Dig deeper: How to analyze Google’s SERPs Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. Optional: Create anti-personas Is there a type of user you want to avoid attracting? An anti-persona is someone who might misuse your product in unintentional or nefarious ways and damage your brand. Including anti-personas can help you avoid PR disasters like the Tide pod challenge. From our gardening example, maybe you identify an anti-persona, HOA Henry. He has a specific idea of what a garden should look like. He might buy herbicide from your site and spray it on neighbors’ yards without understanding how it could harm plants, wildlife, and even pets. How would you keep someone like him from finding your products? What kind of search phrases and info would he use compared to your target users? Add some data to your persona identities Pair your personas with insights from analytics tools, user testing, and customer feedback. Get some real quotes, images, and video clips to pair with your personas. Go to analytics tools and find out (or guess) what percentage of your user base is and how your site reflects them. Then, build your optimization strategy around what you learn. Some insight examples from our gardening website: If 70% of your users identify as a Larry, make sure your lawncare category content is prominent, and include info that’s relevant to him on product pages. If Nancy converts the highest, look into how you can convert other personas better while maintaining the features Nancy likes. And include Nancy in user testing! If Betty might evolve into Nancy, give her lots of informational content so she’ll be a brand ambassador in the future. If Greta mostly spends time on a certain section of the site, show her relevant articles to get her to similar topics. If Herb uses wildly different phrasing from Larry, research synonyms and secondary keywords to optimize for both. If Herb and Nancy like using forums, build your linking strategy around the sites they’re most likely to use. Approach content for each user persona Now use your personas to ensure you’re creating content that’s helpful and targeted for each user. Do an audit of your content with each persona in mind. For example, Larry doesn’t want to know about how leaves can benefit bugs, but he could learn about how they benefit his lawn and save money on fertilizer. Betty might need to understand her planting zone and frost dates before she starts buying vegetable seeds. User persona content checklist Who is this content and each section written for? Are you answering each user’s questions with your content? Have you answered all of their questions fully and comprehensively? Are you speaking in terms they will understand? Is the content too technical or too formal? Are you including info in the format they want? When would they need this info? Do you have the links and tools they’ll need? As you work through this exercise, does one persona stand out as a potential brand champion? This is someone who would write glowing reviews and recommend your brand to others. You may want to spend extra time creating content for this user to help passively build your brand presence. Homepage exercise Start with your homepage. Which personas are you attracting? Who is it made for? Would anyone feel left out or unclear on what they can do next? Take a look at any popular gardening website. Who would you guess is the target user? Which of our example personas does it seem to focus on? What would you change for each persona? Weave personas into your SEO processes Once you’ve established and refined your personas, include them in any SEO strategy session and decisions. Encourage your SEO editorial team to identify which personas you’re targeting for a page before they start writing or updating. Come back to your personas regularly. One fun idea is to invite your users to your meetings. This gets people talking and thinking about what’s best for the user. Print out your personas and put them on your team’s bulletin board or whiteboard. Bring a copy to meetings and tape persona pictures to an empty chair. Assign someone to speak up as the Voice of the User in discussions. “I think Greenhouse Greta would like this approach better because…” “I like this option as a Nancy. Can a Herb weigh in?” “Herb should celebrate when we announce this new feature…” Have the team self-select into each persona and let them speak for their user group. “As a Lawn Lover Larry…” “Can we see the user test results from the other Betty?” View the full article

We may earn a commission from links on this page. Like it or not, Valentine’s Day is right around the corner. “But the holiday is made up!” you cry. “All holidays are made up,” I reply. “You need to get your partner a gift." No matter how badly you want to stick it to the Hallmark industrial complex, and no matter how much your loved one assures you they “really don’t want gifts,” the fact of the matter is that we’ve all been conditioned to feel the need to meet a bare minimum for romantic gift-giving every Feb. 14. And no, you’re not going to successfully overcome a lifetime of Valentine’s propaganda by deciding to stiff your partner on the gift front. Hallmark will never know about your act of resistance—but your loved one sure will. So, should you get roses? What do the different colors represent again? Are lilies equally romantic, or will they be a faux pas? Even if you do opt for a dozen red roses, you still need another gift on top of them—ideally, something way more thoughtful and way less cliché. To make your life harder, every gift list on the internet seems to think that all women are dangerously addicted to rosé, and that all men quite literally live in the woods. That’s why I’ve broken down the most important elements of romantic gift-giving—so you can successfully figure out the perfect gesture within the next several days. Here’s why you should scrap Valentine’s Day flowers in favor of these ideas that are more creative, cost-effective, and meaningful. Capture a memory Show your love with a drive down memory lane. Framing can be expensive, but unlike flowers, it symbolizes permanence. When we’re used to having all our photos inside our phones, taking the time to print out your photos and buy some frames is a thoughtful way to show how much your memories mean to you. Other ideas in this memories category: A personalized journal, a scrapbook of love letters, or even an iMovie montage set to your favorite songs. Find a way to say “treat yourself”Self care is always appreciated, especially if you’re able to splurge on something your valentine would never get for themselves. The secret here is to combine individual items for a curated “treat yourself” package. A candle on its own is fine. A candle with a bath bomb, slippers, and a bottle of wine? Now you’ve created a DIY day of decadence. Here’s the most heteronormative thing I’ll write today: The girls don't need anymore lotion. She knows what kind of lotion she likes, and she has enough already. Promise an experienceIf you’re investing in a shared experience later on, try to find a physical representation of it to wrap right now. Try a new game for game night, a couple’s bucket list, or printed out surprise concert tickets. Show that you’ve been listeningRemember that your Valentine’s gift doesn’t need to be romance themed. Personalization is the most important thing here. Do they have a favorite hot sauce that you can only get at a local restaurant? Do they need new merch for their favorite sports team? Have they needed new earphones for months now? This assumes that you have, indeed, been paying attention to your special someone for some time now. Otherwise, wring every word they say from now until Feb. 14 for gift ideas. Cook a fancy meal (alone or together)My tip here is to turn the home cooking into a date night. You could make a show of gifting all the individual ingredients, or you could print out a personal menu to elevate the at-home fine dining experience. Even if you’re not a master chef, cooking a meal together hits basically every love language: Quality time. Put on some music while you cook together. Acts of service. You’re literally nourishing them. Receiving gifts. A plate of spaghetti is always a gift. Physical touch: Brush hands while stirring marinara sauce. Words of affirmation: “You’re such a good cook!” “No, you!” “Let’s stay together forever.” See? Subscribe to a monthly giftSubscription-box services make fantastic ongoing gifts. There are a ton of different subscription boxes out there that deliver curated items like books, coffee, healthy snacks, or even exotic meats and alcohol. You pay for a recurring shipment for a set period—like three, six or 12 months—in which they'll receive items tailored to the recipient's unique tastes. Consider a flower subscription service for the eco-conscious, an Atlas coffee club subscription for the caffeine addict, or perhaps a snazzy Japanese snack box. Personalize Valentine’s classicsInstead of flowers, what about succulents? Or any other plant that can become a more permanent, less cliché fixture in their home? (Maybe not any other plant. Although I think a ficus can be mighty romantic.) Instead of confining yourself to overpriced Valentine’s chocolates, why not get treats that are actually your valentine’s favorites? Maybe that means one of those giant tins of flavored popcorn, or personally arranging a bouquet of beef jerky. Then again, if you really aren’t sure what to get, most people will be happy to see that heart-shaped box. At the end of the day, it really is the thought the counts. If your thoughts are about how much you care about this person, then that sentiment should shine through whatever gift you land on. And if that gift happens to be flowers, I won’t stop you. View the full article

Indonesian authorities have ordered the halting of development of a tourism project affiliated with U.S. President Donald Trump over water management and environmental issues, officials said Friday. The 3,000-hectare (11.6-square-mile) project is the brainchild of Trump’s Indonesian business partner, billionaire and politician Hary Tanoesoedibjo, who attended Trump’s inauguration in Washington last month. His association with Trump began in 2014 when his group company, MNC, was looking for an operator for sprawling “six star” resorts, one to be built on the tourist island of Bali and the other near Jakarta. In exchange for a cut of the revenue, the Trump Organization would manage hotels, golf courses and country clubs that would cost about $700 million for MNC to build. The projects form the core of larger developments that the company plans. In a January 2017 interview with The Associated Press, Tanoesoedibjo, better known as Tanoe, said that developing the whole 3,000 hectares of Lido City would take more than a decade and cost up to $3 billion, of which the Trump properties would cost more than $300 million. The company has been promoting the project for years. In 2023, then Indonesian President Joko Widodo gave it special economic zone status, providing MNC Land with tax breaks and leniency on permits. A sprawling “Trump Community” has been built since 2014 in this pocket of Indonesia’s most densely populated island, with a new toll road leading to it, located in Gunung Gede Pangrango, about 60 kilometers (37 miles) south of the capital, Jakarta, and is home to a new Trump golf course, which started offering membership last year. Though a private development, Lido City suits the Indonesian government’s ambitions to create more tourist destinations that it hopes will be as popular as Bali. It’s part of broader plans, including a huge theme park, that have alarmed conservationists who fear development will overwhelm habitats for some of the archipelago’s most threatened species. The Environment Ministry said in a statement that mismanagement of rainwater at the resort had caused sedimentation in Lido Lake, making it shallower and halving the size of the body of water to 12 hectares (30 acres). “The mismatch between environmental plans and physical implementation is a serious concern in efforts to preserve natural resources,” said Ardyanto Nugroho, the ministry’s director of environmental complaints, monitoring and law enforcement. He said that his team was still waiting for laboratory test results to determine further steps in the environmental law enforcement process. “We committed to preserving the environment and will take firm action against violations that impact the ecosystem and surrounding communities,” Nugroho said. Local media reports showed a board with a sign that the project was under “supervision” installed on one side of Lido Lake. Gunung Gede Pangrango is one of the last virgin tropical forests in Java, where only 2% of original forest remains. It nurtures a dazzling variety of flora and fauna: more than 2,000 species of ferns, mosses and flowering plants, and 250 species of birds. Endangered species include the Javan slow loris — the world’s only venomous primate — the Javan leaf monkey, the Javan leopard, whose total population numbers less than 250, and the Javan hawk-eagle and Javan silvery gibbon. The park has a rehabilitation center for silvery gibbons that have been rescued from the illegal wildlife trade. The gibbons, known for practicing lifelong monogamy and their distinctively small, intense faces, number fewer than 4,000 in the wild. PT MNC Land President Director Budi Rustanto denied that his company’s project had caused the sedimentation in Lido Lake, saying it also came from other projects, offices, housing and buildings in the surrounding area, including a government office compound and existing community settlements. He said that his property firm had followed the criteria and prerequisites related to the environmental impact analysis, known as AMDAL. “Since 2013, we have always tried to overcome the problem of shallowing of the lake, this is because 50% of the lake area is in our development area,” Rustanto told Kompas news outlet, adding that a number of efforts will continue to be made to overcome the problem of shallowing of the lake, including dredging plans. Environmentalists welcomed the government’s move as a sign that it was serious in addressing the failure of project management to consider the environmental impact near the land designated as a Special Economic Zone. Executive Chair of Konservasi Indonesia, Meizani Irmadhiany, said the Lido area is one of the most important watersheds of the Cimandiri river and part of the landscape of Gunung Gede Pangrango National Park, not only for the people of West Java but also for the residents of Jakarta. “The slope contours serve as a significant water catchment area, and the area planned for the project is located on critical land,” Irmadhiany said. “It is time for the business sector to prioritize environmental principles which have direct impacts on the environment and communities, as well as business itself in the long run, before and during development.” —Niniek Karmini, Associated Press View the full article

E.l.f. Beauty (NYSE: ELF) saw its stock plunge in extended trading on Thursday after the company cut its full-year guidance. As of premarket trading on Friday morning, shares were down more than 25% to $66.15, lows not seen since 2023. The stock has fallen significantly from its 2024 high of $221.83. The cosmetics brand posted strong Q3 revenue results, surpassing analyst expectations with a 31.1% year-over-year increase to $355.3 million. Despite stronger-than-expected holiday sales, profits came in below estimates. Key financial results E.l.f. Beauty adjusted its full-year revenue forecast to $1.31 billion, slightly below previous estimates, and revised its earnings per share and EBITDA guidance downward as well. Here are other key takeaways, per consensus estimates cited by CNBC: Full fiscal year guidance: Sales between $1.3 billion and $1.31 billion (below estimates of $1.34 billion). Previous guidance was $1.32 billion to $1.34 billion. Earnings per share: 74 cents adjusted versus expected EPS of 75 cents. Revenue: $355 million, compared to $330 million (up 31% from $271 million a year earlier). Net income: $17.3 million, or 30 cents per share (compared to $26.9 million, or 46 cents per share, a year earlier), What’s driving the stock price decline? Investors are likely concerned about the lower forecast. The company cited the Los Angeles wildfires and speculation about the future of TikTok as factors for a muted start to 2025. “First, the category continued to decline in January,” CEO Tarang Amin said on E.l.f. Beauty’s earnings call. “We believe this decline is reflective of consumers stocking up in a highly promotional December, and lower social conversation around beauty.” He continued: “Consumer mindshare is focused elsewhere, including wildfires in L.A. and uncertainty around the TikTok platform.” E.l.f. executives suggested the company was less concerned about President Trump’s tariff increases on Chinese-made goods, which account for most of its production, pointing to a proven strategy from 2019. “As a reminder, tariff heights will not impact our current fiscal year results. We plan to address our response to the incremental tariffs in our fiscal 2026 outlook in May,” CFO Mandy Fields said on the earnings call. “We believe we have a successful playbook to leverage from 2019 when tariffs move to the 25% level. This included supplier concessions, cost savings and select price increases.” CEO emphasizes the positive Despite the revised outlook, Amin said he remains optimistic: “We believe we are still in the early innings of unlocking the whitespace we see across digital, color cosmetics, skin care, and international,” he said. View the full article

Unemployment rate edges down to 4%View the full article

Learn how to thrive in the content overload era with ethical content marketing practices. Build trust, stand out, and engage your audience with quality content. The post Building Trust In The AI Era: Content Marketing Ethics And Transparency appeared first on Search Engine Journal. View the full article

It is tax season again and many people will be looking to find out how to file taxes and for the right places to go to ensure it is done correctly. We will be looking at eight of the best tax preparation services to help you with your taxes. What are Tax Preparation Services? Tax preparation service companies are a place to go for help with filing your tax return. A tax professional can help with tax forms, calculate your adjusted gross income, and let you know what deductions and credits you are eligible for, making your experience quicker and much less confusing. Choosing the Best Tax Preparation Services: Our Methodology Choosing the right tax preparation service is crucial for small business owners and entrepreneurs, as it can significantly impact their financial health and compliance. Here’s our methodology for assessing tax preparation services, using a scale of 1 to 5, with 5 being the most important: Accuracy and Compliance (5/5): Track record of accurate and compliant filings Knowledge of current tax laws and regulations Guarantees or assurances against filing errors Cost and Value (4/5): Transparent pricing without hidden fees Competitive rates for the level of service provided Value for money considering the services offered Range of Services (4/5): Comprehensive service offerings (e.g., federal, state, local, and international taxes) Additional services like tax planning and financial advice Specialization in relevant industries or tax situations Ease of Use and Accessibility (4/5): User-friendly interface for digital services Availability of in-person assistance where necessary Accessibility for people with disabilities Security and Privacy (5/5): Robust measures to protect sensitive financial data Compliance with privacy regulations and best practices Clear and trustworthy privacy policies Customer Support (4/5): Availability and responsiveness of customer support Quality and helpfulness of tax professionals Support options (phone, email, live chat, in-person) Technology and Tools (3/5): Utilization of up-to-date software and technology Availability of tools for easy document upload and management Integration capabilities with accounting software Reputation and Reliability (4/5): Positive reviews and testimonials from clients History of reliability and trustworthiness in the industry Professional accreditations and certifications Turnaround Time (3/5): Efficiency in completing and filing tax returns Timely updates and communication throughout the process Ability to handle urgent or last-minute filings Educational Resources (3/5): Provision of resources to help clients understand their taxes Availability of workshops, webinars, or informational content Guidance on tax-saving strategies and financial planning By meticulously evaluating each tax preparation service against these criteria, we aim to provide small business owners with reliable and effective options that can handle their tax needs with precision and care. Where is the Best Place to Get Your Taxes Done? Whether you want to do your own taxes or would like to get the help of tax professionals there are some really great options to choose from. At the top of our list is H&R Block with great prices, easy-to-use online services, and a plethora of locations that easily make it the best overall. Jackson Hewitt’s services are the easiest to use and offer lots of tools to make filing a breeze. If you like to do your taxes online from the comfort of your own home then Turbo Tax Live is a fantastic option to get your taxes done right. Small Business Deals Last but not least is Ey TaxChat, an online tax preparation service that is especially good for the self-employed tax filer. We will learn more about these options and a few others in the following sections. The 8 Best Tax Preparation Services We have put together a list of the 8 Best Tax Preparation Services and online tax software that deliver thorough support for filing your taxes. These services offer dependable assistance from knowledgeable tax professionals who will help both small business owners and individuals ensure that their returns are accurate and incorporate all available deductions and credits. H&R Block– Best Overall Heading our list for best overall tax service is H&R Block. H&R Block was started in 1955 by two brothers and has grown to over 12,000 locations worldwide. It has multiple services to choose from, the best tax software, and competitive prices that will take care of all your individual or business income tax preparation needs. H&R Block Pros Affordable pricing starting under $100 Maximum refund guarantee Thousands of locations to provide accessible services Various tax services are available Offers free tax advice to filers using online services Offers a free file option for simple tax returns H&R Block Cons A certified public accountant may not be available to help you More complex filings come with higher prices H&R Block Pricing H&R Block offers transparent pricing. A tax professional will walk you through all the forms you will need, provide free tax advice, and advise you of any fees so that you know how much you will be spending before you even begin. Fee TypeAmount Base Fee$89 State Return Fee (per state)$70 Additional FormsPrices vary based on requirements Jackson Hewitt– Ease of use Jackson Hewitt is a tax preparation service that is known for being one of the easiest services to use. This reputable service was started in 1982 and now has over 6,000 locations across the US. They offer a variety of different tax filing and preparation services for both individuals and businesses. Jackson Hewitt Pros Better Business Bureau accredited with an A+ rating Various options, such as dropping off your paperwork or uploading it online Walk-in preparations available Thousands of Jackson Hewitt office locations, including some located inside Walmart Early Refund Advance Loan available Jackson Hewitt Cons Does not offer a free filing option Not all tax professionals are CPAs Jackson Hewitt Pricing Jackson Hewitt’s pricing is not clear and easy to find on their website. Fee TypeAmount/Description Online Filing (State and Federal combined)$25 In-person Professional AssistancePrices vary (case-by-case basis) Turbo Tax Live– Overall Best Online Experience Turbo Tax Live is a leading tax preparation service that provides a simple and convenient online filing experience. Launched in 1993 by Intuit, it has consistently been rated as the best online tax service and is recognized as one of the top tax software options for small business owners. Turbo Tax Live Pros Accredited by the Better Business Bureau with an A- rating Allows you to file your taxes online or using a mobile app for an easy and accessible experience In-depth question and answer guidance available 24/7 with real accountants Instant refund estimates Turbo Tax Live Cons If you are self-employed and are filing with one or more states, it can become pricy. Turbo Tax Live is probably not the best tax software for small business filers. You are unable to go into a physical location and speak with someone in person EY TaxChat-Best for Self-Employed EY TaxChat is a top tax preparation service that is completed via your computer or phone and is the best for freelance income filers and small business owners. It was launched in 1986 by Ernst and Young and has a great reputation for high-quality tax services. EY TaxChat Pros Ability to speak with a tax preparer who will be able to help you understand the meaning of standard deduction, explain things on your state tax websites that are not so clear, or help to file your side business taxes. Easily send documents using your computer or electronic devices Get paired with a professional who will be able to help you with your specific tax needs EY TaxChat Cons It can be pricier than other competitors No option to speak with someone face-to-face EY TaxChat Pricing Pricing for EY TaxChat begins at $199 and will vary depending on each individual’s needs. Cash App Taxes Cash App Taxes is a top tax preparation service that offers a fast and easy way to get your taxes done. This app was originally Credit Karma and Cash App bought out the tax service that is now Cash App Taxes. It is a fast and easy way to get your taxes filed online. Cash App Taxes Pros File online via your mobile device A free base price and state tax filing fee Get your refund two days earlier by having your refund deposited directly into your Cash App account Offers a guarantee to get you the maximum refund possible Cash App Taxes Cons Not all states are able to file through Cash App Taxes This is not the best choice for those who have more complex tax needs Cash App Taxes Pricing Cash App Taxes are always free, no matter what your situation. TaxSlayer TaxSlayer originated in Agusta, Georgia, in 1965 as Rhodes-Murphy & Co. It started as a tax preparation service and has changed a couple of times over the years and is now an affordable software for the average everyday tax filer. TaxSlayer Pros Free federal tax filing for all active duty military with no restrictions Affordable filing options for your individual needs Simply Free is a 100% free option for filers with simple tax situations. With this option, federal tax filing is free, as well as the first state filing. TaxSlayer Cons No early refund loan services It is not good for individuals who want free tax services with high-income TaxSlayer Pricing TaxSlayer offers four tiers of pricing for different tax needs. Pricing TierFederal FeeState FeeDescription/Best For Simply Free$0$0Most simple tax returns Premium$32.95$39.95Tax filers with more complex situations Liberty Tax Liberty Tax is a tax preparation service that was founded in Virginia Beach, Virginia, in 1997 and serves individuals and small businesses. In the US and Canada, there are over 2,500 branches, and they have received several accolades over the years for their exemplary service. Liberty Tax Pros App available for remote filing Do your own taxes online and utilize the virtual customer support team Brick-and-mortar locations available for more personal filing experience LibertyTax Cons No free filing option for simple tax returns Does not offer 24-hour support Liberty Tax Pricing Pricing TierFederal FeeState FeeDescription/Best For Basic$45.95$36.95Itemized deductions without complexity Deluxe$65.95$36.95Itemized deductions plus income from self-employed business Premium$85.95$36.95More complex tax situations TaxAct In 1998, TaxAct was founded and has helped many individuals and businesses file their own taxes digitally, regardless of their tax situation. This online software is also equipped with many tools to make filing easy for any tax filer. TaxAct Pros Downloadable app to file taxes via mobile devices Free advice available from a live tax expert Access to free tools that make filing your taxes easier TaxAct Cons No physical location Possibility of technical problems occurring with the software TaxAct Pricing Pricing TierFederal FeeState FeeDescription/Best For Free File$0$39.99Simple federal returns Deluxe$49.99$59.99Federal loans or claiming children; most popular choice Premier$69.99$59.99Filers with investments Self-Employed$99.99$59.99Reporting personal and business income; most comprehensive package Tax Software Tax software designed for small businesses streamlines the often intricate process of preparing and filing income tax returns. Here’s a deeper look into the world of tax software: Types of Tax Software: Form-Based Software: This type primarily focuses on providing digital versions of tax forms. Users input their data directly into these forms, which often replicate the appearance and structure of the paper counterparts. Interview-Based Software: Instead of directly filling out forms, users answer a series of questions. Based on these answers, the software determines which forms to use and automatically populates them. Key Features: E-filing Services: Allows users to electronically submit their tax returns, ensuring quicker processing times and receipt confirmations. Document Storage: Stores important tax-related documents, like W-2s or 1099s, in a digital format, which can be beneficial for record-keeping and future reference. Credit and Deduction Suggestions: The software analyzes user data to recommend tax credits and deductions that the taxpayer may be eligible for, ensuring they get the maximum refund possible. Audit Protection: Certain software includes features designed to reduce the likelihood of an audit or to provide assistance if an audit does take place. Multi-state Filing: For businesses that operate in multiple states, some software provides a seamless option for filing in different states. Benefits for Small Businesses: Cost-Effective: Using tax software can be significantly cheaper than hiring a tax professional, especially for businesses with straightforward finances. Time-Saving: Automated calculations and form population reduce the time spent on manual data entry. Accuracy: The risk of errors is minimized as the software automatically performs calculations and checks for common mistakes. Year-Round Access: Most platforms provide year-round access, enabling businesses to enter data, monitor expenses, and modify financial strategies as necessary. Considerations: Complexity: While software can handle a variety of tax situations, businesses with particularly intricate finances might still benefit from consulting a tax professional. Updates: As tax laws and regulations change, it’s essential to ensure that the software is regularly updated to remain compliant. Maximizing Tax Benefits: Tips for Small Businesses In the intricate landscape of small business taxation, unlocking the full potential of tax benefits can significantly bolster financial health and growth. Navigating this realm requires a blend of strategic planning and astute awareness of the tax advantages available. Here are some essential tips for small businesses aiming to maximize their tax benefits: Stay Informed on Tax Deductions: Regularly updating your knowledge about the ever-evolving tax deductions is critical. This includes understanding deductions related to home office expenses, business travel, and equipment purchases. Leveraging these deductions can substantially lower your taxable income. Consider Retirement Plans: Investing in retirement plans like SEP IRAs or Solo 401(k)s not only secures future financial stability but also offers immediate tax benefits. Contributions to these plans are typically tax-deductible, reducing your current taxable income. Utilize Tax Credits: Tax credits are a powerful tool as they directly reduce your tax bill. Credits may be available for certain business activities like hiring new employees, implementing environmentally friendly practices, or research and development efforts. Staying informed about these opportunities can lead to significant savings. Employ Effective Accounting Strategies: Accurate and efficient accounting practices lay the foundation for maximizing tax benefits. This includes meticulous record-keeping, which simplifies the process of claiming deductions and credits and ensures compliance with tax laws. Seek Professional Advice: The complexity of tax laws often necessitates professional guidance. Collaborating with a knowledgeable tax advisor can unveil hidden tax-saving opportunities tailored to your specific business scenario. Leverage Tax Software: For businesses handling taxes internally, utilizing advanced tax software can simplify the process and ensure accuracy. These tools often come equipped with features that highlight potential deductions and credits. Plan for Tax Payments: Effective tax planning involves setting aside funds for tax payments throughout the year. This proactive approach prevents cash flow issues and potential penalties associated with late or insufficient tax payments. Understand Industry-Specific Benefits: Different industries often have unique tax incentives. Understanding and leveraging these industry-specific benefits can lead to considerable tax savings. https://youtube.com/watch?v=71vwVX67KNM%3Fsi%3D8n9_BwlKmvjdLCWl FAQ Is it Worth Going to a Tax Preparer? Tax season can be quite a headache, and many people wonder if it’s worth going to a tax preparer for help. The answer is yes! It may cost more money to hire someone for professional tax assistance, but the time and effort saved in the long run can be well worth it. A tax preparer typically has extensive knowledge of the tax code and tax deductions, such as self-employed taxes, which they can use to maximize their return or minimize what they owe if they are facing an audit. Tax preparers also have access to the latest software updates that make tax filing quicker and easier, meaning less stress for you during this busy time. So, if you’re feeling overwhelmed with managing your finances during tax season, a professional tax preparer could be just the thing to help make things simpler. Who Should Use a Tax Preparation Service? Any small business owner or self-employed individual who needs help filing their taxes should consider using a tax preparation service. These services can help with everything from calculating and claiming tax deductions to filing your taxes on time. They also offer expert advice and guidance that can help you minimize your tax liability and maximize your refund. Here’s a more detailed overview to help you decide whether a tax preparation service is right for you: Small Business Owners: Manage complex financial transactions. Need to navigate various tax laws specific to businesses. Can benefit from identifying potential deductions related to business expenses. Self-Employed Individuals: Handle fluctuating income levels. Need to consider self-employment taxes. Can take advantage of specific deductions like home office or business mileage. Individuals Needing Assistance with Calculations: Want assurance in accurate tax computations? Require help with calculating deductions and credits. Seek to avoid potential errors that can lead to penalties. Those Seeking Timely Filing: Want to ensure taxes are filed before the deadline. Seek help in organizing and managing necessary tax documents. Wish to avoid late-filing penalties. Taxpayers Wanting Expert Advice: Aim to understand the nuances of tax laws. Seek guidance on minimizing tax liability. Want to maximize potential refunds? Individuals with Complex Financial Situations: Have multiple sources of income, including investments or rental properties. Have undergone major life changes like marriage, divorce, or the birth of a child. Need to navigate inheritance or estate taxes. What is the best free tax software? If you are looking for free tax help and free filing for simple tax returns, then H&R Block’s free version is the best choice for you. You will not only be able to file your taxes quickly and easily online but will have access to online tax help and it is all completely free. Which online tax service gives the biggest refund? Turbo Tax and H&R Block come pretty close when it comes to which online service gives the biggest tax refund. This is mostly because they are both used by a lot of small business owners who can claim many different deductions on their taxes. Often, they will be owed money due to overpayment of taxes as well, which also pads their expected refund. Finally, both services provide a maximum refund guarantee for their services. How much does it cost to have someone else prepare your taxes? The cost of having someone else prepare your taxes can vary from $100 and up. Usually, it starts with how they price their services and whether they charge a flat rate or charge for individual items. Additionally, factors including your location, the complexity of your taxes, and software costs will also influence how much you will pay. More complex tax situations come with a higher price tag. How Is a Tax Preparation Service Different From Tax Preparation Software? While tax preparation software can help you prepare your taxes, it does not offer the same level of expertise and guidance that a professional tax preparation service can. Tax services are staffed by tax professionals who are experienced in dealing with all aspects of tax filing and have the knowledge and resources to help you get the most out of your return. Tax services typically offer additional services like document storage and e-filing that are not available with tax preparation software. The decision to use a tax preparation service or software comes down to your needs and preferences as a taxpayer. How long does it take for a tax preparer to do your taxes? The time it takes for a tax preparer to complete your taxes will depend on a number of factors, including the complexity of your return and the efficiency of the tax preparation service. A professional tax preparer may be able to complete and file your taxes in as little as a few hours, or it may take several days or weeks, depending on your needs and situation. Truly, the best way to find out how long it will take for a tax preparer to do your taxes is to consult with a tax professional directly. Should I hire a tax preparation service or use tax prep software to do it myself? There is no right or wrong answer when it comes to whether you should use a tax preparation service or software. Both options offer benefits and drawbacks, and the right choice will depend on your personal situation, budget, and preferences. Some factors to consider when deciding between a tax prep service and software include the level of expertise and support you need, the complexity of your taxes, and the cost. In the end, it all depends on your individual needs. How much can a small business make before paying taxes in the US? According to the IRS, small businesses in the US are generally obligated to pay taxes on any income exceeding $400. Additionally, various factors like expenses, deductions, and credits can influence your tax liabilities and ultimately affect the total amount of taxes you owe. Image: Envato Elements This article, "The Best Tax Preparation Services" was first published on Small Business Trends View the full article

It is tax season again and many people will be looking to find out how to file taxes and for the right places to go to ensure it is done correctly. We will be looking at eight of the best tax preparation services to help you with your taxes. What are Tax Preparation Services? Tax preparation service companies are a place to go for help with filing your tax return. A tax professional can help with tax forms, calculate your adjusted gross income, and let you know what deductions and credits you are eligible for, making your experience quicker and much less confusing. Choosing the Best Tax Preparation Services: Our Methodology Choosing the right tax preparation service is crucial for small business owners and entrepreneurs, as it can significantly impact their financial health and compliance. Here’s our methodology for assessing tax preparation services, using a scale of 1 to 5, with 5 being the most important: Accuracy and Compliance (5/5): Track record of accurate and compliant filings Knowledge of current tax laws and regulations Guarantees or assurances against filing errors Cost and Value (4/5): Transparent pricing without hidden fees Competitive rates for the level of service provided Value for money considering the services offered Range of Services (4/5): Comprehensive service offerings (e.g., federal, state, local, and international taxes) Additional services like tax planning and financial advice Specialization in relevant industries or tax situations Ease of Use and Accessibility (4/5): User-friendly interface for digital services Availability of in-person assistance where necessary Accessibility for people with disabilities Security and Privacy (5/5): Robust measures to protect sensitive financial data Compliance with privacy regulations and best practices Clear and trustworthy privacy policies Customer Support (4/5): Availability and responsiveness of customer support Quality and helpfulness of tax professionals Support options (phone, email, live chat, in-person) Technology and Tools (3/5): Utilization of up-to-date software and technology Availability of tools for easy document upload and management Integration capabilities with accounting software Reputation and Reliability (4/5): Positive reviews and testimonials from clients History of reliability and trustworthiness in the industry Professional accreditations and certifications Turnaround Time (3/5): Efficiency in completing and filing tax returns Timely updates and communication throughout the process Ability to handle urgent or last-minute filings Educational Resources (3/5): Provision of resources to help clients understand their taxes Availability of workshops, webinars, or informational content Guidance on tax-saving strategies and financial planning By meticulously evaluating each tax preparation service against these criteria, we aim to provide small business owners with reliable and effective options that can handle their tax needs with precision and care. Where is the Best Place to Get Your Taxes Done? Whether you want to do your own taxes or would like to get the help of tax professionals there are some really great options to choose from. At the top of our list is H&R Block with great prices, easy-to-use online services, and a plethora of locations that easily make it the best overall. Jackson Hewitt’s services are the easiest to use and offer lots of tools to make filing a breeze. If you like to do your taxes online from the comfort of your own home then Turbo Tax Live is a fantastic option to get your taxes done right. Small Business Deals Last but not least is Ey TaxChat, an online tax preparation service that is especially good for the self-employed tax filer. We will learn more about these options and a few others in the following sections. The 8 Best Tax Preparation Services We have put together a list of the 8 Best Tax Preparation Services and online tax software that deliver thorough support for filing your taxes. These services offer dependable assistance from knowledgeable tax professionals who will help both small business owners and individuals ensure that their returns are accurate and incorporate all available deductions and credits. H&R Block– Best Overall Heading our list for best overall tax service is H&R Block. H&R Block was started in 1955 by two brothers and has grown to over 12,000 locations worldwide. It has multiple services to choose from, the best tax software, and competitive prices that will take care of all your individual or business income tax preparation needs. H&R Block Pros Affordable pricing starting under $100 Maximum refund guarantee Thousands of locations to provide accessible services Various tax services are available Offers free tax advice to filers using online services Offers a free file option for simple tax returns H&R Block Cons A certified public accountant may not be available to help you More complex filings come with higher prices H&R Block Pricing H&R Block offers transparent pricing. A tax professional will walk you through all the forms you will need, provide free tax advice, and advise you of any fees so that you know how much you will be spending before you even begin. Fee TypeAmount Base Fee$89 State Return Fee (per state)$70 Additional FormsPrices vary based on requirements Jackson Hewitt– Ease of use Jackson Hewitt is a tax preparation service that is known for being one of the easiest services to use. This reputable service was started in 1982 and now has over 6,000 locations across the US. They offer a variety of different tax filing and preparation services for both individuals and businesses. Jackson Hewitt Pros Better Business Bureau accredited with an A+ rating Various options, such as dropping off your paperwork or uploading it online Walk-in preparations available Thousands of Jackson Hewitt office locations, including some located inside Walmart Early Refund Advance Loan available Jackson Hewitt Cons Does not offer a free filing option Not all tax professionals are CPAs Jackson Hewitt Pricing Jackson Hewitt’s pricing is not clear and easy to find on their website. Fee TypeAmount/Description Online Filing (State and Federal combined)$25 In-person Professional AssistancePrices vary (case-by-case basis) Turbo Tax Live– Overall Best Online Experience Turbo Tax Live is a leading tax preparation service that provides a simple and convenient online filing experience. Launched in 1993 by Intuit, it has consistently been rated as the best online tax service and is recognized as one of the top tax software options for small business owners. Turbo Tax Live Pros Accredited by the Better Business Bureau with an A- rating Allows you to file your taxes online or using a mobile app for an easy and accessible experience In-depth question and answer guidance available 24/7 with real accountants Instant refund estimates Turbo Tax Live Cons If you are self-employed and are filing with one or more states, it can become pricy. Turbo Tax Live is probably not the best tax software for small business filers. You are unable to go into a physical location and speak with someone in person EY TaxChat-Best for Self-Employed EY TaxChat is a top tax preparation service that is completed via your computer or phone and is the best for freelance income filers and small business owners. It was launched in 1986 by Ernst and Young and has a great reputation for high-quality tax services. EY TaxChat Pros Ability to speak with a tax preparer who will be able to help you understand the meaning of standard deduction, explain things on your state tax websites that are not so clear, or help to file your side business taxes. Easily send documents using your computer or electronic devices Get paired with a professional who will be able to help you with your specific tax needs EY TaxChat Cons It can be pricier than other competitors No option to speak with someone face-to-face EY TaxChat Pricing Pricing for EY TaxChat begins at $199 and will vary depending on each individual’s needs. Cash App Taxes Cash App Taxes is a top tax preparation service that offers a fast and easy way to get your taxes done. This app was originally Credit Karma and Cash App bought out the tax service that is now Cash App Taxes. It is a fast and easy way to get your taxes filed online. Cash App Taxes Pros File online via your mobile device A free base price and state tax filing fee Get your refund two days earlier by having your refund deposited directly into your Cash App account Offers a guarantee to get you the maximum refund possible Cash App Taxes Cons Not all states are able to file through Cash App Taxes This is not the best choice for those who have more complex tax needs Cash App Taxes Pricing Cash App Taxes are always free, no matter what your situation. TaxSlayer TaxSlayer originated in Agusta, Georgia, in 1965 as Rhodes-Murphy & Co. It started as a tax preparation service and has changed a couple of times over the years and is now an affordable software for the average everyday tax filer. TaxSlayer Pros Free federal tax filing for all active duty military with no restrictions Affordable filing options for your individual needs Simply Free is a 100% free option for filers with simple tax situations. With this option, federal tax filing is free, as well as the first state filing. TaxSlayer Cons No early refund loan services It is not good for individuals who want free tax services with high-income TaxSlayer Pricing TaxSlayer offers four tiers of pricing for different tax needs. Pricing TierFederal FeeState FeeDescription/Best For Simply Free$0$0Most simple tax returns Premium$32.95$39.95Tax filers with more complex situations Liberty Tax Liberty Tax is a tax preparation service that was founded in Virginia Beach, Virginia, in 1997 and serves individuals and small businesses. In the US and Canada, there are over 2,500 branches, and they have received several accolades over the years for their exemplary service. Liberty Tax Pros App available for remote filing Do your own taxes online and utilize the virtual customer support team Brick-and-mortar locations available for more personal filing experience LibertyTax Cons No free filing option for simple tax returns Does not offer 24-hour support Liberty Tax Pricing Pricing TierFederal FeeState FeeDescription/Best For Basic$45.95$36.95Itemized deductions without complexity Deluxe$65.95$36.95Itemized deductions plus income from self-employed business Premium$85.95$36.95More complex tax situations TaxAct In 1998, TaxAct was founded and has helped many individuals and businesses file their own taxes digitally, regardless of their tax situation. This online software is also equipped with many tools to make filing easy for any tax filer. TaxAct Pros Downloadable app to file taxes via mobile devices Free advice available from a live tax expert Access to free tools that make filing your taxes easier TaxAct Cons No physical location Possibility of technical problems occurring with the software TaxAct Pricing Pricing TierFederal FeeState FeeDescription/Best For Free File$0$39.99Simple federal returns Deluxe$49.99$59.99Federal loans or claiming children; most popular choice Premier$69.99$59.99Filers with investments Self-Employed$99.99$59.99Reporting personal and business income; most comprehensive package Tax Software Tax software designed for small businesses streamlines the often intricate process of preparing and filing income tax returns. Here’s a deeper look into the world of tax software: Types of Tax Software: Form-Based Software: This type primarily focuses on providing digital versions of tax forms. Users input their data directly into these forms, which often replicate the appearance and structure of the paper counterparts. Interview-Based Software: Instead of directly filling out forms, users answer a series of questions. Based on these answers, the software determines which forms to use and automatically populates them. Key Features: E-filing Services: Allows users to electronically submit their tax returns, ensuring quicker processing times and receipt confirmations. Document Storage: Stores important tax-related documents, like W-2s or 1099s, in a digital format, which can be beneficial for record-keeping and future reference. Credit and Deduction Suggestions: The software analyzes user data to recommend tax credits and deductions that the taxpayer may be eligible for, ensuring they get the maximum refund possible. Audit Protection: Certain software includes features designed to reduce the likelihood of an audit or to provide assistance if an audit does take place. Multi-state Filing: For businesses that operate in multiple states, some software provides a seamless option for filing in different states. Benefits for Small Businesses: Cost-Effective: Using tax software can be significantly cheaper than hiring a tax professional, especially for businesses with straightforward finances. Time-Saving: Automated calculations and form population reduce the time spent on manual data entry. Accuracy: The risk of errors is minimized as the software automatically performs calculations and checks for common mistakes. Year-Round Access: Most platforms provide year-round access, enabling businesses to enter data, monitor expenses, and modify financial strategies as necessary. Considerations: Complexity: While software can handle a variety of tax situations, businesses with particularly intricate finances might still benefit from consulting a tax professional. Updates: As tax laws and regulations change, it’s essential to ensure that the software is regularly updated to remain compliant. Maximizing Tax Benefits: Tips for Small Businesses In the intricate landscape of small business taxation, unlocking the full potential of tax benefits can significantly bolster financial health and growth. Navigating this realm requires a blend of strategic planning and astute awareness of the tax advantages available. Here are some essential tips for small businesses aiming to maximize their tax benefits: Stay Informed on Tax Deductions: Regularly updating your knowledge about the ever-evolving tax deductions is critical. This includes understanding deductions related to home office expenses, business travel, and equipment purchases. Leveraging these deductions can substantially lower your taxable income. Consider Retirement Plans: Investing in retirement plans like SEP IRAs or Solo 401(k)s not only secures future financial stability but also offers immediate tax benefits. Contributions to these plans are typically tax-deductible, reducing your current taxable income. Utilize Tax Credits: Tax credits are a powerful tool as they directly reduce your tax bill. Credits may be available for certain business activities like hiring new employees, implementing environmentally friendly practices, or research and development efforts. Staying informed about these opportunities can lead to significant savings. Employ Effective Accounting Strategies: Accurate and efficient accounting practices lay the foundation for maximizing tax benefits. This includes meticulous record-keeping, which simplifies the process of claiming deductions and credits and ensures compliance with tax laws. Seek Professional Advice: The complexity of tax laws often necessitates professional guidance. Collaborating with a knowledgeable tax advisor can unveil hidden tax-saving opportunities tailored to your specific business scenario. Leverage Tax Software: For businesses handling taxes internally, utilizing advanced tax software can simplify the process and ensure accuracy. These tools often come equipped with features that highlight potential deductions and credits. Plan for Tax Payments: Effective tax planning involves setting aside funds for tax payments throughout the year. This proactive approach prevents cash flow issues and potential penalties associated with late or insufficient tax payments. Understand Industry-Specific Benefits: Different industries often have unique tax incentives. Understanding and leveraging these industry-specific benefits can lead to considerable tax savings. https://youtube.com/watch?v=71vwVX67KNM%3Fsi%3D8n9_BwlKmvjdLCWl FAQ Is it Worth Going to a Tax Preparer? Tax season can be quite a headache, and many people wonder if it’s worth going to a tax preparer for help. The answer is yes! It may cost more money to hire someone for professional tax assistance, but the time and effort saved in the long run can be well worth it. A tax preparer typically has extensive knowledge of the tax code and tax deductions, such as self-employed taxes, which they can use to maximize their return or minimize what they owe if they are facing an audit. Tax preparers also have access to the latest software updates that make tax filing quicker and easier, meaning less stress for you during this busy time. So, if you’re feeling overwhelmed with managing your finances during tax season, a professional tax preparer could be just the thing to help make things simpler. Who Should Use a Tax Preparation Service? Any small business owner or self-employed individual who needs help filing their taxes should consider using a tax preparation service. These services can help with everything from calculating and claiming tax deductions to filing your taxes on time. They also offer expert advice and guidance that can help you minimize your tax liability and maximize your refund. Here’s a more detailed overview to help you decide whether a tax preparation service is right for you: Small Business Owners: Manage complex financial transactions. Need to navigate various tax laws specific to businesses. Can benefit from identifying potential deductions related to business expenses. Self-Employed Individuals: Handle fluctuating income levels. Need to consider self-employment taxes. Can take advantage of specific deductions like home office or business mileage. Individuals Needing Assistance with Calculations: Want assurance in accurate tax computations? Require help with calculating deductions and credits. Seek to avoid potential errors that can lead to penalties. Those Seeking Timely Filing: Want to ensure taxes are filed before the deadline. Seek help in organizing and managing necessary tax documents. Wish to avoid late-filing penalties. Taxpayers Wanting Expert Advice: Aim to understand the nuances of tax laws. Seek guidance on minimizing tax liability. Want to maximize potential refunds? Individuals with Complex Financial Situations: Have multiple sources of income, including investments or rental properties. Have undergone major life changes like marriage, divorce, or the birth of a child. Need to navigate inheritance or estate taxes. What is the best free tax software? If you are looking for free tax help and free filing for simple tax returns, then H&R Block’s free version is the best choice for you. You will not only be able to file your taxes quickly and easily online but will have access to online tax help and it is all completely free. Which online tax service gives the biggest refund? Turbo Tax and H&R Block come pretty close when it comes to which online service gives the biggest tax refund. This is mostly because they are both used by a lot of small business owners who can claim many different deductions on their taxes. Often, they will be owed money due to overpayment of taxes as well, which also pads their expected refund. Finally, both services provide a maximum refund guarantee for their services. How much does it cost to have someone else prepare your taxes? The cost of having someone else prepare your taxes can vary from $100 and up. Usually, it starts with how they price their services and whether they charge a flat rate or charge for individual items. Additionally, factors including your location, the complexity of your taxes, and software costs will also influence how much you will pay. More complex tax situations come with a higher price tag. How Is a Tax Preparation Service Different From Tax Preparation Software? While tax preparation software can help you prepare your taxes, it does not offer the same level of expertise and guidance that a professional tax preparation service can. Tax services are staffed by tax professionals who are experienced in dealing with all aspects of tax filing and have the knowledge and resources to help you get the most out of your return. Tax services typically offer additional services like document storage and e-filing that are not available with tax preparation software. The decision to use a tax preparation service or software comes down to your needs and preferences as a taxpayer. How long does it take for a tax preparer to do your taxes? The time it takes for a tax preparer to complete your taxes will depend on a number of factors, including the complexity of your return and the efficiency of the tax preparation service. A professional tax preparer may be able to complete and file your taxes in as little as a few hours, or it may take several days or weeks, depending on your needs and situation. Truly, the best way to find out how long it will take for a tax preparer to do your taxes is to consult with a tax professional directly. Should I hire a tax preparation service or use tax prep software to do it myself? There is no right or wrong answer when it comes to whether you should use a tax preparation service or software. Both options offer benefits and drawbacks, and the right choice will depend on your personal situation, budget, and preferences. Some factors to consider when deciding between a tax prep service and software include the level of expertise and support you need, the complexity of your taxes, and the cost. In the end, it all depends on your individual needs. How much can a small business make before paying taxes in the US? According to the IRS, small businesses in the US are generally obligated to pay taxes on any income exceeding $400. Additionally, various factors like expenses, deductions, and credits can influence your tax liabilities and ultimately affect the total amount of taxes you owe. Image: Envato Elements This article, "The Best Tax Preparation Services" was first published on Small Business Trends View the full article

Pinterest shares (NYSE: PINS) are skyrocketing in premarket trading this morning after the company announced Q4 results for its fiscal 2024 yesterday. PINS stock is currently up over 22% to above $41 per share as of the time of this writing. It hasn’t seen that price point seen since last July. Here’s what you need to know about Pinterest’s latest results and its surging stock. Pinterest’s revenue and growing user base shine in Q4 Almost any way you look at it, Pinterest had a great Q4, with two metrics really seeming to have made investors happy: Revenue: $1.15 billion Global Monthly Active Users (MAUs): 553 million For its fourth quarter, Pinterest generated revenue of $1.15 billion. Not only did that exceed analyst estimates of $1.14 billion for the quarter (per CNBC), but it’s the first time that Pinterest has generated over $1 billion in revenue in a single quarter. It also represents a growth of 18% versus the quarter a year earlier. Pinterest’s first billion-dollar quarter also helped lift the company’s total revenue for its entire fiscal 2024. The company reported that it brought in total revenue of $3.6 billion during its 2024 financial year—growth of 19% over fiscal 2023. But it wasn’t just revenue that has pleased investors. Pinterest also saw its global monthly active user base (MAU) grow by double digits in the quarter. The company ended Q4 2024 with 553 million monthly active users. That’s 11% more than the quarter a year earlier and an all-time high for the social media company. Pinterest, like other smaller social media networks, has faced ad pressures in recent years as advertisers wrestle with where to spend their money—with most opting to do so on Meta’s and Google’s platforms where engagement and user bases are larger. But not only has Pinterest’s Q4 results suggested the company is growing its ad revenues, its user base growth also bodes well for the company in attracting more advertisers in the future. Announcing the company’s Q4 results, Pinterest CEO Bill Ready said, “2024 was a banner year for Pinterest, capped off by a milestone Q4—achieving the company’s first billion-dollar revenue quarter and a record 553 million monthly active users, as we continue to drive profitable growth and free cash flow.” Looking ahead to 2025 Pinterest is currently in its first quarter of fiscal 2025. On yesterday’s earnings call, the company offered revenue guidance for the period, saying it expects revenue to come in between $837 million and $852 million, a year-over-year growth of between 13% and 15%. As MarketWatch noted, that is above the FactSet consensus, which was only $836 million. As of yesterday’s close, before its Q4 results boost, PINS shares ended the day at $33.59. That equates to a year-to-date return of nearly 16%. However, over the past year, the stock price has fallen over 18%. Today’s premarket boost, if it holds up once the markets open, can help erase much of those losses. “Our strategy is paying off. People are coming to Pinterest more often, the platform has never been more actionable, and our lower funnel focus is driving results for users and advertisers,” Ready said. “Looking ahead, I’m confident that our focus on being a positive platform is a competitive advantage in driving long-term success for the business and value for our advertisers and users.” View the full article

With over 900 million users worldwide, LinkedIn often feels like the ultimate goldmine for professional networking and career growth. But figuring out the right blend of authentic expertise, personal flair, and audience engagement can feel more daunting than it’s worth. Yes, it’s crucial to know how to boost engagement, but it’s just as important to understand which kinds of posts can hurt your reputation and sabotage your efforts to be seen as an expert. Here are three types of posts you’re better off avoiding. Algorithm-chasing posts LinkedIn’s algorithm is constantly changing, influencing the likes, views, and social interactions your posts receive from potential clients, employers, and your network. Unlike platforms like Instagram and TikTok—which thrive on trendy, high-engagement content—LinkedIn actually pushes back on posts that seem to be gaming the system. Instead, the best way to stand out is to focus on credibility, expertise, and meaningful conversations within your industry, all while keeping your clients’ needs in mind. When you chase a moving algorithm, you risk posting controversial or “hot take” content that aims for quick reactions rather than thoughtful engagement. To avoid the trap of chasing engagement, create a checklist of relevant and engaging topics you gather from client and colleague conversations. This allows you a check and balance to make sure you remain relevant and professional-brand appropriate in any content you share. In fact, many senior leaders use LinkedIn to post and build engagement around their businesses and brands. Staying consistent with your professional identity and goals is a much better use of the exposure and investment in LinkedIn than hoping that big engagement numbers will drive others to be curious about what you stand for and what your work is all about. Wondering how to create engagement without constantly chasing the algorithm’s latest quirks? The simple answer is to stay authentic to yourself and your clients. Focus on meaningful, conversation-sparking content that resonates with the people you want to reach. That way, you’ll naturally attract the right audience—those who are genuinely interested in you and what you do. The AI-wrote-me post In a world intrigued by the capabilities of AI tools, the impulse to allow AI to draft your LinkedIn content is appealing— especially in the face of competing interests for your time and focus. Yet, that simple choice can often lead to more complications than it is worth. With much of LinkedIn’s content being posted by individual professionals, rather than company profiles, the content is reflective of your unique expertise. When posting on LinkedIn, the individuals engaging on the platform want to get to know other professionals and build relationships that can lead to client work, collaborations, and referrals. Behind each of these goals is the desire to connect with other humans who can relate to clients and build trusting work relationships. And nothing hurts this trust than inauthentic content or turning your cheek to the judgment calls needed to ensure your content remains appropriate and consistent with not only your voice, but that of your company. While ever-evolving AI tools might help generate ideas, the start of a post, or content outlines, individual involvement in drafting and creating the proper viewpoints for sharing on the platform cannot be outsourced to the smart-tools. AI lacks the judgment needed to understand how content lands with users and to predict the engagement and conversations that might develop from content on a social media platform. When posting without this vision and understanding of the topic, the comments on any particular post might veer from where you were hoping to drive engagement. This change in the discussion may diminish your goals and influence how others view your expertise and whether it is content that you’re wanting to be known for when trying to build a professional relationship. What do you do if AI can’t be your ghostwriter? Ask AI for a list of sub-topics from your initial post idea, ask for assistance in writing a complicated sentence, or talk to a colleague or client for their input, because they do have the judgment missing from AI’s capabilities. The kitchen sink post Ever seen a post that tries to cram in everything but the kitchen sink? Usually, it’s a rant against some “enemy” of the moment—maybe big corporations, certain work styles, or generational quirks—and it’s stuffed with random, not-so-relevant points. The problem with this “throw it all in” approach is that big, bold statements lacking facts or expert insight can easily backfire. You might not see it right away, but that harsh commentary could cost you a client or lead to getting passed over for a dream job. So, what should you post instead? Pick one angle on a hot topic—say, work-life balance—and share a thoughtful perspective that sparks genuine conversation. Instead of demanding rigid “us vs. them” boundaries, talk about practical ways to create a healthier work environment. Remember, the real goal on LinkedIn isn’t to rack up millions of views; it’s to build an engaged community that values your unique voice and insights. That’s what counts in the long run. View the full article

A year ago, a small California-based EV charging startup was quickly expanding to other states. The company, called GreenWealth Energy, had multimillion-dollar projects planned in places like Colorado and Texas. Then came the election, and everything changed. Donald Trump attacked EVs throughout his campaign, despite the fact that electric cars can save consumers money and automakers have invested more than $300 billion in EV and battery manufacturing in the United States. Now the new administration is already making it a priority to fight anything EV-related. In January, when the president issued an executive order that paused spending from the Inflation Reduction Act and Bipartisan Infrastructure Law, he specifically called out the funding that Congress allocated to build a national network of EV chargers. Ariel Fan [Photo: GreenWealth Energy] The majority of the $7.5 billion for charging stations has already been committed to states and cities. Legally, it’s theirs; the president doesn’t have the authority to take away the money. But because states and local governments have long planning processes, most of the new charging stations still haven’t been built. The federal programs work through reimbursement, so states don’t have the money in hand—and with funds now frozen, the uncertainty about the future means that some projects are on indefinite hold, including those that the startup was planning outside of California. “Basically, we can assume those projects are dead in the water, or being scaled down so significantly that we wouldn’t be able to participate,” says GreenWealth founder and CEO Ariel Fan. For the company, that means adapting quickly. The team is leaning into its work in California, where the state is still planning for all new car sales to be zero-emission vehicles within a decade. (The Trump administration is suing to revoke California’s right to set strict air pollution goals, though experts expect that the state will prevail.) The state has some separate funding sources for EV chargers, including through an offset program that gets money from oil companies. Utilities also offer rebates and are investing in chargers for their own fleets; in one project, GreenWealth is planning to help build 1,500 charging stations for SoCalGas’s fleet of electric vehicles. In another new project, the startup will operate and maintain chargers for the city fleet of EVs in Santa Monica. “We’ve actually seen an uptick in the last couple of months because California [is] doubling down on their policy,” says Fan. “There’s no indication that this is going to change as a result of what’s happening federally. With all of our signed contracts in California, we aren’t directly impacted by any of the federal rollbacks of funds.” [Photo: GreenWealth Energy] The need for more chargers is clear in California, where around 25% of new car sales last year were zero-emission vehicles. (Colorado, which also has strong incentives, has a similar rate of EV sales.) California Governor Gavin Newsom has said that the state will provide tax credits if the Trump administration gets rid of the federal program, helping boost EV sales more. The state’s Zero-Emission Vehicle Program requires manufacturers to ramp up the percentage of clean car sales each year. To meet demand as more people drive electric, nearly 10 times as many charging stations will be needed in the state by 2030. Public chargers are especially in demand at apartment buildings, one of the places where GreenWealth focuses its work. Still, Fan says it feels like the company is on “California island,” as she watches governments pause projects in other states. As the startup’s short-term pipeline of projects has changed, she’s had to lay off some of her staff of 20, reduce pay and hours for others, and delay hiring for some planned positions. To compound the challenges, the company’s headquarters in Pasadena is a mile from where the Eaton Fire burned; some team members lost their homes, and work slowed to a standstill in January. The disaster is temporarily affecting new projects. Multifamily building owners are focusing on housing for displaced people rather than EV infrastructure. Permitting is delayed. New charger projects may not ramp up again for three to six months. (At that point, the company will hire more staff.) Fan has also had to work harder to secure financing at a time when lenders are spooked by the uncertainty in the market. It helps, Fan says, that the startup is scrappy and quick to adapt. She launched the business in 2017 as a 25-year-old, focused first on connecting building owners with incentives to improve efficiency with LED lighting, and then on providing sustainability consulting. She later saw an opportunity in EV charging, and pivoted in 2019, working through dozens of leads for new charging station projects each month. She believes that the company is resilient. “Our industry needs hope right now, and people really feel that it’s life or death for their companies,” she says. “One thing that I would want to convey with this story is that we’ve been nimble enough to survive.” It’s not clear yet how the shift in federal policy will affect the growth of EV chargers as a whole. So far, at least five states have paused their participation in the National Electric Vehicle Infrastructure program (one part of the federal funding) according to Paren, a company that tracks EV charging infrastructure. Others are likely to announce similar pauses. “It’s really nerve-racking if you’re at a state DOT and you have bills to pay, and you might not get paid for 90 days,” says Loren McDonald, chief analyst at Paren. “So a lot of states are pausing their programs.” But some larger companies may still move forward with projects that had been approved by states and were underway. Lawsuits could unlock the funding that was already committed to states. “The chance that they will be able to claw back this money is very, very small,” says Gil Tal, director of the Electric Vehicle Research Center at the University of California, Davis. “And we will see chargers built on the ground in the next two years that are still part of the federal money.” View the full article

The other day, my 15-year-old daughter and her friend were smelling candles in the local grocery store just two blocks from our home. I frequently send my daughter, and my younger son, 10, to grab a few items there when I’m busy—especially in the summer when no one gripes about the walk. But on this particular day, an employee approached the girls and asked them to leave the store immediately. “Why?” they responded in unison, taken aback. The answer: Because they didn’t have a parent or guardian with them. Annoyed, but not entirely shocked, I popped by and spoke to a manager (in the least Karen-like fashion I could muster). I was told that the grocery store does not have a no kids or teens policy, and that the employee had been mistaken. I was relieved, yet at the same time, I wouldn’t have been stunned to learn about a newly implemented policy banning teens. My rules-following first born has grown used to being kicked out of businesses. In the past year, she’s been asked to leave a department store, our local mall, and other chains, not for loitering, being loud, or misbehaving in any way, but simply because she wasn’t with an adult. She’s not alone—it’s happening to teens everywhere. Research on just how many malls and shopping centers across the U.S. have banned teens is lacking, but according to the International Council of Shopping Centers, per the Los Angeles Times, at least 105 out of the 1,222 U.S. malls have policies that ban or restrict teens during certain hours. The nowhere-to-go generation The mall was once a staple of teenhood. Yet, our local Maryland mall bans teens past 4 p.m. And it’s seemingly common in other parts of the country. New Jersey’s oldest mall, Westfield Garden State Plaza, implemented a similar policy in 2023, as did a Pittsburgh mall and Del Amo Fashion Center in Los Angeles, the largest in the Western U.S. Sometimes, even the movies are a no-go. According to AMC, the largest movie theater chain in the country, kids under 17 may need to show up with an adult, even to see a kid-friendly movie. At our local AMC, teenagers need a parent or guardian present after 5 p.m. But the page advises, “For some theatres, adult supervision is required all day.” And a quick Google search brings up tons of conversations about stores and other businesses banning teens—even some grocery stores. Katie Dongorra, a Baltimore-area mom who works in finance, says her teen daughter has had similar negative, even jarring, experiences. She told Fast Company that her teen was also harassed and kicked out of a grocery store by a police officer who asked her age, then told her he’d be monitoring her transaction. “It’s been two years and I’m still mad about it,” Dongorra said. Businesses seem to be banning teens over claims of disruptions to other customers. For example, the L.A. mall banned teens after a brawl broke out. And a Pennsylvania Chick-fil-A that restricts diners under 16 without a guardian said that it was over noise, “unsafe behaviors,” and mistreatment of the location’s employees. However, while teenagers have always brought a, perhaps, noisier, more dynamic presence to the establishments they frequent, crime, including violent crime, has been falling among teens in recent years. According to a September 2024 report from the Council on Criminal Justice (CCJ), all incidents involving youths have notably dropped. “Juvenile offending (total incidents) was about 14% lower, and the total number of juveniles involved was around 18% lower, in 2022 than in 2016, the beginning of the study period,” the report explains. If teen crime isn’t radically rising, then the increasing practice of banning teens in public places is at best curious and at worst intolerant. And it may not even have the impact that businesses are hoping for. Where to spend it? Recent data on shoplifting supports the idea that bans aren’t practical or helpful for business, at least when it comes to keeping out shoplifters. That’s because shoplifting isn’t isolated to teens. In fact, most shoplifters are adults. A 2024 LendingTree survey found that 90% of recent shoplifting was motivated by inflation—not rebellious teen attitudes. According to the data, the groups most likely to shoplift are those with young children in the home (27%) and millennials ages 28 to 43 (26%). Banning kids from stores might not curb shoplifting, but it will certainly curb the ability of kids to spend money in those stores. Instead, they’ll just spend their earnings online. Jennifer Seitz, a financial education instructor and director of education at Greenlight, the debit card for kids that helps them learn to track and manage funds, tells Fast Company that kids are spending more than ever. “Teens have significant spending power, so businesses that exclude or ban them may be leaving significant money on the table,” she explains. While Seitz says kids are still spending plenty in malls and shopping centers, most of the money they are spending is now happening from home. “Spending habits have increasingly shifted online, with a rise in online shopping and food delivery platforms that offer convenience, variety, and on-demand access,” Seitz says. Of course, much of modern shopping happens from our phones, but when it comes to teenagers who, at one point, craved being out and about, the shift feels alarming. Yet, with kids being banned from so many establishments, the spending-from-home trend makes sense. Bad business or not, kicking out perfectly well-behaved teens leaves parents feeling like they have nowhere to drop their older children off anymore to hang out. It also may be bad for kids. Joe Sugarman, a dad and writer, tells Fast Company that his 15-year-old, now 16, was kicked out of one Maryland mall, and warned at another. “We try to get these kids off their phones and out of their bedrooms and teach them some independence, but they have nowhere to go,” he explained. He recalled that even the state fair has the same policy, quipping, “What teen wants their old dad hanging out with them as they flirt with boys and hope for their first kiss on the top of the Ferris wheel?” Sugarman says policies like these make it practically impossible for parents to plan and schedule their own lives around their teens’ hangouts, especially when they’re expected to be nearby. Only the lonely As inconvenient all this might be for modern parents, there are more serious consequences for teens, experts say. A 2023 commentary in The Journal of Pediatrics by Peter Gray, a research professor of psychology at Boston College, pointed to the loss of “independent activities,” like shopping or hitting up a movie sans parents, as a culprit for the well-documented decline in children’s mental health in recent years. Gray tells Fast Company that we shouldn’t pretend this trend doesn’t negatively impact kids and their understanding of their place in the world. “If we want kids to grow up with a sense of agency, with the confidence required to engage the real world around them, we must grant them, as they grow, ever increasing freedom to explore public spaces independently of adult control,” he says. Jessi Gold, MD, MS, author and chief wellness officer of the University of Tennessee System’s Psychiatry Department, who works with teens and young adults, agrees. Gold worries about how the trend impacts those on the cusp of adulthood. “Loneliness is a rampant problem in our society, and community building, especially offline, is lacking in younger generations,” Gold tells Fast Company. “We know loneliness contributes significantly to the mental health crisis . . . we need to be encouraging spaces where teens can safely have fun with friends, not prohibiting them.” Gold also explains that the teen years are a huge time for growth and discovering one’s identity and learning social skills, so in-person time with friends is massively important. “As a psychiatrist who sees college students, I worry that if we stop allowing high schoolers the ability to socialize with their friends alone and in non-school or online spaces, that they would struggle making friends and forming a community more than they already have post-COVID on campus,” Gold says. Who actually gets banned? There is also the glaring issue of how businesses enforce bans across different races. Sugarman believes that teen bans are more common in racially diverse areas, and recalls a friend who lives in a mostly white area of Massachusetts being “gobsmacked” when he explained that such policies exist in his state. He’s not alone in worrying about the racial dynamics that may come with sweeping age restrictions. Meg St-Esprit, a journalist and Pittsburgh mom, who has kids of different races, tells Fast Company that she’s seen racial profiling firsthand. “Our nice mall has this policy and it is absolutely not evenly enforced,” she shared. “My two boys walking together, one white, one black, ahead of me. Guess which one got asked where his adult was?” Of course, it’s up to businesses to equally enforce the policies they create. But as for the policies themselves, it’s legal for establishments to create and modify their guidelines, including restricting younger clientele. As long as they aren’t restricting customers based on federally protected categories such as race, religion, national origin or disability, they’re in the clear. That doesn’t mean those policies are kind, or fair, and it doesn’t mean they are good for teens. Any adult who remembers the first freedoms of going to the grocery store, the mall, or the movies alone knows how formative those experiences were. I used to roam the mall for hours with groups of friends—Hot Topic, Spencer’s Gifts, and a since-shuttered Silver Diner on the bottom level where I ate my body weight in cheese fries. I had my first dates at movie theaters and at Chinese food restaurants. Being out in the world, spending my own money, was, in part, where I learned to be self-sufficient, and also social. Sure, there are parking lots and fields to hang out in. But if we widely ban teens from businesses, we ban them from so many necessary lessons, like how to talk to a salesperson or not spend all your money in one place. Instead, they’re learning that they aren’t to be trusted. We are essentially forcing them to stay home, and then—poof—expecting them to know how to navigate the world as fully functional adults. If we don’t get rid of the leashes while they’re young and supposed to be learning how to be part of society, we shouldn’t be surprised by how radically society as a whole changes once they’re grown. View the full article

Yep, we are seeing more Google search ranking volatility mid-week. I posted the monthly Google webmaster report for February. Google Ads has a new quality update that accounts for user navigation experience...View the full article

In digital marketing, a common belief is that everything can be measured – clicks, conversions, and ROI. Many advertisers assume that brand awareness is unnecessary and that performance marketing alone is enough to drive sales. After all, brand awareness campaigns don’t always generate immediate traffic or conversions visible in analytics. Their effects unfold over time, making them harder to measure than performance-driven campaigns. However, this overlooks a critical factor: brand strength acts as a multiplier for performance marketing effectiveness. A well-known brand increases ad click-through rates (CTR), lowers cost-per-click (CPC), improves conversion rates, and ultimately boosts profitability. This article explores: How a recognizable brand enhances performance marketing results. Why brand awareness allows businesses to sell more at higher margins. How multiple marketing levers work together to drive business growth. Why neglecting brand investment can limit long-term success. By the end, you’ll see why strong branding isn’t just a “nice-to-have” – it’s a key driver of marketing efficiency and profitability. Higher brand awareness means a higher CTR Users are more likely to click on ads from well-known brands that evoke positive associations. This idea is widely discussed in marketing, though reliable studies directly proving it are scarce. However, several observations support this claim. For example, remarketing campaigns using search ads often show higher CTRs for returning users. While it’s difficult to isolate brand awareness as the sole factor – since market competition and other variables also play a role – user behavior analysis provides indirect evidence. A reliable randomized controlled trial (RCT) in this context would be nearly impossible to conduct. Even if some users click on ads without much thought (e.g., on social media), many base their decisions on the ad content and the destination URL. For search ads, a significant portion of users consider the displayed destination URL. I conducted a small survey (142 respondents, not representative) and found that 86% of users pay attention to the website URL before clicking on a Google search result. This suggests that well-known brands tend to achieve higher CTRs in paid search. Higher CTR means lower CPC In the Google Ads ecosystem, advertisers don’t pay a fixed rate for clicks. Instead, Google’s auction system considers Quality Score, where a higher score results in a lower CPC. Since CTR is a key factor in Quality Score, ads with higher click-through rates typically benefit from lower CPCs. Why does this happen? From Google’s perspective, revenue remains the same whether 1,000 impressions generate 200 clicks at $1 each or 100 clicks at $2 each – both total $200. Therefore, an ad with double the CTR can achieve half the CPC. While CTR is crucial, other Quality Score factors – such as landing page experience – also play a role, further favoring strong brands. Dig deeper: How to make your Google Ads brand campaigns more efficient Higher brand awareness means a higher conversion rate Numerous studies confirm that brand awareness positively impacts conversion rates. A well-known brand reduces consumer hesitation by reinforcing trust in product quality and the seller’s reliability. Strong brands attract loyal customers, enjoy a good reputation (including among experts), and create desirability – significantly increasing the likelihood of purchase compared to unrecognized alternatives. Stronger brands achieve higher margins Unlike lesser-known competitors, strong brands aren’t forced into price competition. Customers trust their quality and reputation, making them willing to pay more. This allows branded products to be sold at higher prices, increasing profit margins per unit. Higher prices also accelerate margin growth. For example, if a product costs $100 with a $20 margin, raising the price by 10% (to $110) increases the margin to $30 – a 50% increase in earnings per unit sold. Higher CTR means greater sales With a higher CTR, the same campaign delivers more traffic. This leads to increased conversions and higher overall margins – driven by greater conversion values and a larger customer base. Better CPC and CTR, conversion, and margin mean higher ROAS/POAS Lower CPC, higher conversion rates, and increased conversion values all improve campaign profitability. While each factor contributes individually, their combined effect is multiplicative rather than additive, significantly boosting overall efficiency. For example, if CTR and conversion rates double and product margins increase by 50%, profit per sale grows sixfold (2 x 2 x 1.5 = 6). If ad spend remains unchanged, the higher CTR (and the corresponding increase in clicks) is balanced by a proportional CPC reduction, resulting in a sixfold increase in (profit on ad spend) POAS. Dig deeper: Branded keywords: How Google Ads drives up CPCs Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. Leverage effect: Higher profits through operational leverage As sales increase, EBITDA (earnings before interest, taxes, depreciation, and amortization) and operational profits typically grow at an even higher rate. This happens because fixed costs remain constant regardless of sales volume, making them less significant as revenue rises. For example, consider a store with $30,000 in monthly sales and fixed costs of $20,000, resulting in a $10,000 profit. If sales double to $60,000, the fixed costs remain unchanged at $20,000, leaving a profit of $40,000. In this case, a twofold increase in sales leads to a fourfold increase in operational profit – an effect known as operational leverage. Larger-scale advertising and even greater profits As return on ad spend (ROAS) and profitability improve, companies can invest more in advertising – such as increasing PPC bids or expanding to new platforms. Higher profits enable them to afford impressions and clicks at previously unprofitable prices, shifting the point of optimal profit and neutral marginal revenue to higher levels. This advantage allows stronger brands to pay higher CPCs while remaining profitable, further expanding their market presence and pushing less reputable competitors’ ads to lower positions. As a result, they achieve even greater sales volume, margins, and profits. How does this translate to numbers? A strong brand enhances performance marketing efficiency, enabling more aggressive media buying and driving significant revenue and profit growth. But how significant? Let’s analyze potential changes using sample data. For a stronger brand, we assume: CTR doubles. Conversion rates double. Unit prices increase from $800 to $1,000, raising the margin per transaction from $200 to $400 (a twofold increase). Fixed costs remain $80,000 (10% of revenue for the “no-name” company). The table below compares company revenue across three scenarios: Without a brand (column 2). With a strong brand (column 3). With a strong brand plus expanded advertising (column 4). In this example, branding led to a fortyfold increase in revenue and a 316-fold increase in profit – largely driven by increased advertising investment. However, as shown in the last column of the table, a company without a brand would incur operational losses if it attempted to scale performance marketing in the same way. In contrast, a strong brand can afford aggressive marketing, pay significantly more for traffic, and still grow its profits. The figures in the table were chosen for clarity. Still, even smaller differences in efficiency between branded and non-branded products demonstrate how brand awareness: Amplifies revenue. Transforms a barely profitable or loss-making company into a highly profitable business. If you’d like to test how different values affect the outcome, you can explore the simulation in this Google spreadsheet: https://docs.google.com/spreadsheets/d/13EQMW2eKGthIEmgoxXdCG7qyNGqMyzk7qLatmbVOLV0/edit?usp=sharing (Create a copy to modify values.) A well-known brand generates direct traffic The previous calculations don’t yet account for another key advantage of a strong brand – substantial direct traffic. Brand awareness drives users to visit a website directly, either by typing its address into their browser or clicking on branded search results, whether organic or paid. These visits typically convert at higher rates than traffic from marketing campaigns, as they come from users with strong intent. As a result, direct traffic can generate significant revenue with little to no additional investment. In the earlier example, assuming a 30% increase in sales from direct traffic, revenue would rise to $41.6 million and profit to $10.16 million – compared to just $20,000 for a company without a strong brand. Investing in brand marketing pays off The simulations clearly show that as a brand gains recognition and trust, a multiple-leverage effect emerges. Higher CTRs, improved conversion rates, the ability to raise prices, and more aggressive advertising all drive profitability – further boosted by direct traffic from loyal customers. A well-known brand also provides additional advantages, such as spontaneous media interest, easier press placements, and stronger negotiating power with suppliers and in the job market. Brand growth comes with challenges, such as combating counterfeits and managing reputation risks – issues that lesser-known companies rarely face. While the simulation assumes fixed costs remain unchanged, significant expansion would inevitably lead to higher expenses. However, these added costs are far outweighed by the benefits. Investing in brand awareness: Delivers measurable returns. Improves the efficiency of performance marketing. Unlocks growth opportunities unavailable to weaker brands. That said, building a brand is more than just running ads (display, video, TV, outdoor, etc.). It requires a cohesive, strategic approach rooted in audience insights, strong messaging, and creative execution. Simply showing a “big logo” everywhere won’t build a brand – no matter how many times people see it. DIg deeper: Why over-bidding on your brand could be hurting your bottom line View the full article

“It’s just another cut in the death by a thousand cuts.” That’s how New Orleans restaurateur Neal Bodenheimer views the looming threat of potential tariffs on Mexican and Canadian goods. Bodenheimer is the managing partner of CureCo, which runs three restaurants in New Orleans and one in Washington, D.C. He’s most concerned, though, about VALS, his neighborhood Mexican restaurant. Tequila and mezcal are on his mind, yes; but he also worries about skyrocketing costs of other essentials, from straws to avocados to transportation costs. Bodenheimer is already balancing “razor-thin margins,” along with supply chain disruptions and changing consumer preferences. It all adds up to a lot of uncertainty in an already-fraught industry. And he’s not alone. Spirits producers and importers are keeping a watchful eye on the news and scrambling to plan for a future of uncertainty. This week, President Trump announced a 30-day pause on his proposed tariffs for Canada and Mexico, but what will happen beyond that date is unclear. Impacts of tariffs on businesses and customers “When you already have slim margins in restaurants and bars, you tap away little by little at the margin, until there’s nothing left,” says Bodenheimer. He’s been through this wringer before, when President Trump imposed a 25% tariff on some European wines in October 2019. Back then, his restaurants and bars adjusted their menus to avoid tariffed goods. Some of his distributors warehoused extra wine, which Bodenheimer says did keep prices down for a few months. “In the end,” though, says Bodenheimer, “restaurants are flow-through businesses. We’re going to have to pay more for the products, and we’re going to charge more” to the consumer. Another pain point from the 2019 tariffs was fuel surcharges, which Bodenheimer expects to see return. “We’ve seen many fuel surcharges that happen when costs go up and the surcharges never come off,” he says. With Canadian products making up 60% of America’s crude oil imports, even a 10% tariff would likely inch transportation costs upward. He also expects greater transportation distances if he’s required to source items from outside of Mexico. Sourcing “local,” in Bodenheimer’s case, means shipping produce further than he had before. “It certainly seems like it would make things a little less green,” he says. “I’m closer to Mexico than I am to California.” Stockpiling in anticipation of tariffs Also struggling to anticipate the tariffs: spirits producers. The skyrocketing popularity of tequila and mezcal might grind to a halt with the imposition of 25% tariffs, industry insiders warn. As the chief commercial officer for Mezcal Amarás, Mexico’s second-largest mezcal producer, Holden Ching and his team have been in full production mode since late September. “We do suspect that tariffs will happen at some point this year, which is why we got inventory into the U.S. a bit earlier” than usual, Ching says. Beginning in October 2024, Mezcal Amarás harvested significantly more than its usual amount of agave, then distilling and bottling at a rapid pace. “We really wanted to ramp that up with the ability to ship it into the U.S. prior to any change in hands from a political standpoint,” says Ching. “Instead of one month of inventory over the course of four weeks, we shipped six months of inventory” by the end of 2024. Ching estimates that Mezcal Amarás’s distributing partner, Suntory Global Spirits, is sitting on about 6 months’ worth of supply in its U.S. warehouses. That, he hopes, will keep prices stable and help retailers cushion the blow with gradual price increases rather than hiking retail costs by 25% immediately. Still, he expects that by the end of the year, if Mexican goods are tariffed at 25%, that cost increase will pass directly to the consumer. “We definitely don’t want to be the first ones that have to make that move,” but it’s likely inevitable, says Ching. That is in part due to the complex three-tier system of alcohol distribution in the U.S. Producers such as distillers and wineries sell to distributors, who then sell to retailers, either on-premise restaurants and bars or off-premise locations including supermarkets and liquor stores. “With the three-tier system in the U.S., there’s fairly fixed structures for pricing,” says Ching. “Everybody works on a margin-based system, and so that margin generally doesn’t change from a percentage standpoint. So any front-end cost just filters its way all the way through” to the consumer. Trading mezcal for bourbon Ching and Bodenheimer both expect to see changes at the retail and restaurant level as Mexican and Canadian spirits come at a higher premium. Ching is especially worried about the fact that a greater proportion of mezcal’s sales take place in bars and restaurants, as compared to other spirits. “Where you see most other categories at about a 70%-off premise/30%-on premise split,” he says, “mezcal is a little bit closer to 50-50.” This makes its sales more subject to the whims of beverage directors who might decide, faced with a steep increase in costs, to feature different spirits. “Instead of featuring a mezcal,” he says, restaurant and bar operators might choose to “either feature a tequila that’s cheaper, or they feature another category for the time being.” Bodenheimer agrees this is likely to be the case, at least in the short term. “If we’re looking at our margins, and our margins are harder to make on agave spirits or Canadian whiskey, we’re going to use them less,” he says. He hopes this might be a boon for the bourbon and American wine and vodka industries. “I think you already see vodka producers are trying really hard to get market share back,” he says, citing the immense popularity of the espresso martini in recent years. Still, he says, it’s anyone’s guess as to what the next year holds for the drinks business. “It’s so hard to game out what the future looks like,” he says. “If you were an entrepreneur, would you bet your future that these conditions are going to be the same in four years?” Tariffs on exports too Looming over all of this is the potential for another massive tariff increase. A 2021 tariff halt from the European Union on American whiskey is slated to snap back into place on March 31, 2025, unless further action is taken. If that happens, American whiskey will suffer a devastating 50% tariff on exports to the EU; currently, the EU is the largest export market for American spirits, accounting for 40% of all American spirits exports. It would take a staggering amount of Old Fashioneds and Manhattans on American bar menus to make up the loss of European consumers. Unless lasting agreements are reached, both Bodenheimer and Ching expect the American consumer to take the brunt of price increases. “In the end,” says Bodenheimer, “you’re still going to pay more. You may kick the can down the road for a few months, but at some point you need to be prepared for higher prices.” View the full article

John Mueller from Google wrote on Bluesky, "and let's be honest, people can tell when author bios are used purely as an SEO tactic. It's kinda awkward, not reassuring." This was in response to a post from Nikki Pilkington who said "Stop treating author bios as an SEO tactic and start treating them as what they are '" a tool for building trust with your actual human readers."View the full article

Google Ads has a new feature in the keyword planner tool that will auto-organize new keywords into ad groups for you. This feature will take your new keywords and auto-organize them into keyword ideas in ad groups. View the full article

Google has updated its Google Business Profiles reinstatement emails to now include the case number on the first appeal email. Plus, Google added five proof upload boxes to upload more evidence for Google to review.View the full article

In December, we reported that Google was experimenting with something they call AI Mode. Well, now, we have more details and even screenshots of AI Mode in Google Search.View the full article