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President Donald Trump will sign an executive order on Wednesday designed to prevent people who were biologically assigned male at birth from participating in women’s or girls’ sporting events. The order, which Trump is expected to sign at an afternoon ceremony, marks another aggressive shift by the president’s second administration in the way the federal government deals with transgender people and their rights. The president put out a sweeping order on his first day in office last month that called for the federal government to define sex as only male or female and for that to be reflected on official documents such as passports and in policies such as federal prison assignments. Trump found during the campaign that his pledge to “keep men out of women’s sports” resonated beyond the usual party lines. More than half the voters surveyed by AP VoteCast said support for transgender rights in government and society has gone too far. He leaned into the rhetoric before the election, pledging to get rid of the “transgender insanity,” though his campaign offered little in the way of details. Wednesday’s order — which coincides with National Girls and Women in Sports Day — will involve how his administration will interpret Title IX, the law best known for its role in pursuing gender equity in athletics and preventing sexual harassment on campuses. “This executive order restores fairness, upholds Title IX’s original intent, and defends the rights of female athletes who have worked their whole lives to compete at the highest levels,” said U.S. Rep. Nancy Mace, a Republican from South Carolina. Every administration has the authority to issue its own interpretations of the landmark legislation. The last two presidential administrations — including Trump’s first — offer a glimpse at the push-pull involved. Betsy DeVos, the education secretary during Trump’s first term, issued a Title IX policy in 2020 that narrowed the definition of sexual harassment and required colleges to investigate claims only if they’re reported to certain officials. The Biden administration rolled back that policy last April with one of its own that stipulated the rights of LGBTQ+ students would be protected by federal law and provided new safeguards for victims of campus sexual assault. The policy stopped short of explicitly addressing transgender athletes. Still, more than a half-dozen Republican-led states immediately challenged the new rule in court. “All Trump has to say is, ‘We are going to read the regulation traditionally,'” said Doriane Lambelet Coleman, a professor at Duke Law School. How this order could affect the transgender athlete population — a number that is incredibly difficult to pin down — is uncertain. The Associated Press reported in 2021 that in many cases, the states introducing a ban on transgender athletes could not cite instances where their participation was an issue. When Utah state legislators overrode a veto by Gov. Spencer Cox in 2022, the state had only one transgender girl playing in K-12 sports who would be affected by the ban. It did not regulate participation for transgender boys. “This is a solution looking for a problem,” Cheryl Cooky, a professor at Purdue University who studies the intersection of gender, sports, media and culture, told the AP after Trump was elected. Yet the actual number of transgender athletes seems to be almost immaterial. Any case of a transgender female athlete competing — or even believed to be competing — draws outsized attention, from Lia Thomas swimming for the University of Pennsylvania to the recently completed season of the San Jose State volleyball team. AP sports: https://apnews.com/sports —Will Graves, AP National Writer View the full article

Shares in Google’s parent company, Alphabet (Nasdaq: GOOG), are down nearly 7% in premarket trading at the time of this writing. The fall comes a day after Google announced its fourth-quarter 2024 earnings results. Here’s what you need to know about those results and the likely reasons why GOOG stock is falling this morning. Google Q4 2024 results were a mixed bag Google saw both its revenue and earnings per share (EPS) increase in Q4 versus the quarter a year earlier. For the Q4 2024 quarter, Google posted nearly $96.5 billion in revenue—12% growth from Q4 2023. However, in that previous Q4 2023 quarter, Google’s revenue growth had been 13%, suggesting that growth is now slowing at the company, at least when comparing this quarter to the year-earlier quarter. Here are some of the most salient results from Google’s Q4: Total revenue: $96.47 billion Diluted earnings per share (EPS): $2.15 Google Cloud revenue: $11.96 billion YouTube ad revenue: $10.47 billion Google Services total revenue: $84.1 billion Despite growing at a slower rate in Q4 2024 than the same quarter a year earlier, Google’s revenue is still trending in the right direction. Yet, as CNBC notes, analysts expected Google to bring in $96.56 billion for the quarter. Google also missed analyst expectations regarding its all-important Google Cloud revenue. For the quarter, Google posted cloud revenue of $11.96 billion, while analysts had expected to see around $12.19 billion. While Google Cloud revenue was up 30% year over year, Reuters notes that the sector had grown 35% in Q4 of 2023. This, too, shows that the growth of one of Google’s primary revenue sources is slowing. Massive capital expenditure increase rattles investors In addition to missing analyst expectations on many fronts, the main thing that has rattled investors is Google’s announcement that it will significantly expand capital expenditures in an effort to maintain any competitive lead it has in the artificial intelligence sector. Announcing the company’s fourth-quarter 2024 results, Google CEO Sundar Pichai revealed that the company expects “to invest approximately $75 billion in capital expenditures in 2025.” As Reuters pointed out, most analysts had expected Google to grow capital expenditures to $58 billion—a modest rise from the $52.5 billion it spent on capital expenditures in fiscal 2024. The $75 billion in expected capital expenditures for fiscal 2025 represents a massive capex growth of 29%. Google said that the majority of the capital expenditure will go into building data centers and servers. These resources are to a large part aimed at helping Google expand its AI capabilities. Yet many investors seem to have balked at this significant capex increase in the wake of DeepSeek. Last month, the Chinese AI startup claimed that it trained superior artificial intelligence models for less than $6 million, stunning both Wall Street investors and American artificial intelligence experts. American tech giants like Google have spent billions developing their artificial intelligence offerings. Many investors now are questioning whether Google’s plans for additional expenditure are prudent considering what DeepSeek has achieved. On the company’s financial call, Pichai conceded that the costs for using AI were coming down, but he argued that meant there would be more demand for AI in the future, and Google needs the infrastructure expansion to meet the demand. “The cost of actually using (AI) is going to keep coming down, which will make more use cases feasible,” he said. “The opportunity space is as big as it comes, and that’s why you’re seeing us invest to meet that moment.” GOOG is still up for 2025 Despite GOOG’s nearly 7% stock price fall in premarket trading this morning, the company’s share price is still up slightly year-to-date. As of yesterday’s close Google’s shares were up nearly 7.8% since the beginning of January. The company’s stock price has risen more than 44% in the past 12 months. View the full article

Creating high-converting landing pages can be simpler than you think—boost your ROI with these actionable tips. View the full article

Want more housing market stories from Lance Lambert’s ResiClub in your inbox? Subscribe to the ResiClub newsletter. On a nationally aggregated basis, U.S. single-family home prices, as measured by the Zillow Home Value Index, are up 2.8% year-over-year, while U.S. condo prices have risen 0.4% over the same period. In much of the Midwest, Northeast, and Southern California, regional home prices have seen even stronger gains. However, some areas—particularly around the Gulf—are experiencing greater softness, with a few even undergoing home price corrections. Look no further than Florida. Among the 26 major Florida condo markets that ResiClub tracks, condo prices are falling on a year-over-year basis in 24 metro area markets. In other words, condo prices are falling in 92% of Florida’s markets. The biggest year-over-year condo price declines are in these Florida markets: Punta Gorda, FL: -11.4% North Port, FL: -8.9% The Villages, FL: -8.4% Panama City, FL: -8.4% Cape Coral, FL: -8.2% Tampa, FL: -7.9% Sebastian, FL: -7.7% Port St. Lucie, FL: -7.3% Naples, FL: -7.2% Deltona, FL: -6.6% Condo prices are also down in Florida’s three largest metros: Miami (-3.4%); Tampa (-7.9%), and Orlando (-4.7%). When it comes to home prices, Florida single-family prices are holding up better than condo prices, however, there’s weakness there too. Among the 29 major Florida single-family markets that ResiClub tracks, single-family home prices are falling on a year-over-year basis in 19 metro area markets. In other words, single-family prices are falling in 66% of Florida’s housing markets. The biggest year-over-year single-family home price declines are in these Florida markets: Punta Gorda, FL: -7.3% Cape Coral, FL: -5.3% North Port, FL: -5.0% Naples, FL: -2.7% Palm Bay, FL: -1.6% Sebastian, FL: -1.5% Key West, FL: -1.5% Panama City, FL: -1.4 Crestview, FL: -1.4% Deltona, FL: -1.3% And here's how home prices have fared in Florida’s three largest metros: Miami (+3.2%); Tampa (-1.2%), and Orlando (+0.4%). Florida's particularly intense overheating during the pandemic housing boom is the key reason for its pricing vulnerability. While U.S. home prices rose +41% between March 2020 and June 2022, Florida home prices surged +51% over the same period. It just takes a big enough shift in the supply-demand equilibrium for that vulnerability to manifest into falling prices. Why has the supply-demand equilibrium shifted in Florida markets? It’s a combination of five factors, and some vary across Florida. The pandemic housing boom’s migration surge to Florida has fizzled out. Indeed, Florida saw net domestic migration of about 64,000 people in 2024, compared to about 314,000 in 2022. Without that higher influx of deep pocketed buyers from up North, Florida home prices have had to rely more on local incomes. Surfside condo fallout. Following the Surfside condo collapse in June 2021, which killed 98 people, Florida passed new structural safety rules, requiring more inspections and additional funds for repairs to be set aside by the end of 2024. That has led to Florida HOAs issuing sky-high special assessments and monthly HOA fee increases to cover these costs. This has had a greater impact on older coastal Florida condo buildings. Hurricane Ian spurred a greater SWFL softening. Markets like Cape Coral and Punta Gorda, which were hard-hit by Hurricane Ian in September 2022, saw thousands of damaged homes, and the subsequent need for renovations. According to the National Oceanic and Atmospheric Administration, Hurricane Ian caused an estimated $112.9 billion worth of total damage, making Ian the third-costliest U.S. hurricane on record. This combination of increased housing supply for sale (i.e., the damaged homes), coupled with strained demand—the result of spiked home prices, spiked mortgage rates, higher insurance premiums, and higher HOAs—has translated into market softening across much of Southwest Florida. Supply elasticity. Unlike many housing markets in the Northeast and Midwest, Florida has a higher level of homebuilding and multifamily construction. As new supply enters the market in this affordability-strained environment, builders are using bigger affordability adjustments—such as mortgage rate buydowns—where needed. This has helped cool the resale market by drawing in some buyers who might have otherwise purchased existing homes. As a result, inventory of existing homes is building up, making Florida one of the few housing markets where active listings now exceed pre-pandemic 2019 levels. Home insurance shocks. Over the past three years, the median annual U.S. home insurance premium has jumped 33%, but Florida homeowners have been hit even harder. (You can find ResiClub's latest county-level home insurance report here.) The surge in Florida home insurance rates is partly driven by rising replacement costs—home prices and construction costs soared during the boom—and partly by increased hurricane risks and insurance payouts. Florida's sharp rise in insurance costs, combined with one of the biggest home price increases during the Pandemic Housing Boom, has led to one of the biggest housing affordability deteriorations. View the full article

In recent days—in response to directives from the Trump administration—thousands of federal agency web pages have been deleted or altered to remove research, reports, and references to everything from vaccines to environmental policy initiatives. According to The New York Times, more than 8,000 pages have disappeared from the websites of agencies like the Centers for Disease Control and Prevention, the Census Bureau, the Department of Justice, and the Food and Drug Administration (to name a few). In other cases, sites are still accessible but have had language related to diversity, gender, and climate change scrubbed. There are a number of efforts from scientists, researchers, journalists, and advocacy groups to compile and save information that has been removed from federal websites (or is at risk). For example, CDCGuidelines.com has downloadable PDFs of documents on topics like contraception, LGBTQIA+ health, and intimate partner violence, while the Public Environmental Data Project has replicated the Council on Environmental Quality's deleted Climate & Economic Justice Screening Tool. The Harvard Dataverse is another repository for public data, while the End of Term Archive preserves government websites at risk of changing or being lost in transition between presidential administrations. You can also find deleted pages yourself using the Internet Archive's Wayback Machine, which scrapes and archives websites across the internet to create a digital information repository. You can enter a specific URL (if you know it) or search specific collections—such as .gov websites and .gov PDFs—using keywords. How to read deleted websites with the Wayback MachineOn the Internet Archive's main page, enter the URL of the page you want to read into the Wayback Machine search bar. When the results appear, hover over any calendar date with a blue circle and select a time from the pop-up, which indicates when a snapshot of the page was taken. Depending on the page you're searching for, you may need to navigate back into 2024. Alternatively, locate the collection search bar at the bottom of the page, enter keywords, and select a collection from the drop-down. The Wayback Machine has collections for .gov pages and PDFs as well as COVID and end-of-term data. View the full article

Google Search is now offering detailed shopping for product queries in the AI Overviews. Google will first give you a summary answer, which you can then expand, which will provide a super long and detailed breakdown comparison between the two products. What it looks like. If you search for [iphone 15 vs iphone 15 pro] Google will first give you this summary box: When you click on “see full comparison,” Google will then break down the very specific details (click to enlarge the image): More examples. I spotted this via Blair MacGregor who shared this example of Google comparing two bike models: Another example of an AI Overview Google's experimenting with functionally taking up the whole SERP for a highly transactional "vs" keyword comparing two kids' bikes models. Notice the flyout menus under each of these different points of comparison with long lists of specs. In… pic.twitter.com/xKcQvtOnPG — Blair MacGregor (@blairmacgregor) February 4, 2025 This works for a lot of various product comparison queries, so you can give it a try. There are some examples where the links do not work in the answers. Why we care. On the organic side, this can have an impact on the traffic product comparison sites get to their websites, and of course, any affiliate or sales commissions/earnings they may get from their content. On the ad side, this may give advertisers new areas to advertise their products within Google Search. This seems like a large change to the power of Google AI Overviews, and I personally am able to replicate this both signed in and signed out of Google Search in the U.S. View the full article

Americans are likely to pay more for products from popular Chinese e-commerce platforms like Shein and Temu as the U.S. Postal Service said it would stop accepting parcels from China and Hong Kong. The move was announced Tuesday, coming after the U.S. imposed an additional 10% tariff on Chinese goods and ended a customs exception that allowed small value parcels to enter the U.S. without paying tax. Canada and Mexico managed to negotiate a month-long reprieve from 25% tariffs threatened by U.S. President Donald Trump. It will likely impact online shopping destinations like Shein and Temu, popular with younger shoppers in the U.S. for cheap clothing and other products, usually shipped directly from China. Cheap, direct postal service helps these companies keep costs low, as did the “de minimis” exemption that previously allowed shipments to go tax-free if their value is under $800. The temporary suspension by USPS is likely to delay shipments and could mean higher prices in the long term. What exactly did the USPS announce? The U.S. Postal Service said in a notice that it would temporarily stop accepting inbound parcels from the China and Hong Kong Posts until further notice. Letters and flats — mail that measures up to 15 inches (38 centimeters) long or 3/4 inches (1.9 centimeters) thick — are not affected. Why did it happen? The USPS did not state a reason in a brief announcement, but the suspension came after Trump closed the “de minimis” customs exemption this week that allowed shoppers and importers to avoid duties on packages worth below $800. The exemption was removed as part of an executive order to levy a 10% tariff on Chinese goods. U.S. Customs and Border Protection previously stated that it processes an average of over four million “de minimis” imports each week. What is the impact and who is most affected? Consumers and companies alike will no longer be able to send parcels to the U.S. from Hong Kong or China. This move is likely to impact Chinese e-commerce firms like Shein and Temu, although Shein is likely to be more affected, according to Jacob Cooke, CEO of e-commerce marketing agency WPIC Marketing + Technologies. Both companies have significant market share in the U.S. “Compared to Temu, Shein relies more heavily on USPS for direct-to-consumer shipping from China, and without this channel, it will have to rely more on private carriers,” said Cooke. “That will increase logistics costs, which along with the recent scrapping of the de minimis exemption for most products from China, could erode its price advantage.” Cooke said Temu operates on a semi-consignment model and often ships bulk orders to the U.S. before fulfilling orders domestically. “Temu’s model of sourcing low-cost goods should also enable the platform to absorb higher logistics costs and remain price competitive,” he said. Shein and Temu did not immediately comment. Chinese Foreign Ministry spokesperson Lin Jian said China would take “necessary measures” to protect its companies, and urged the U.S. to “stop politicizing economic and trade issues and using them as a tool, and to stop unreasonably suppressing Chinese companies.” What are possible ways for companies to work around the issue? It is unclear how long the USPS suspension will last, but the effort to crack down on the de minimis excemption seems like a longer-term shift in policy, Cooke said. “Shein and Temu will simply need to rely more on private carriers as a workaround to the USPS suspension,” he said. In the long term, Shein could accelerate its warehouse expansion in the U.S., while Temu can double down on its semi-consignment model. By shipping in bulk to the U.S. and fulfilling orders domestically, logistics cost can be reduced, Cooke said. “Shipping in bulk to the U.S. and fulfilling domestically can reduce logistics costs, but for Shein, this poses a longer-term disruption to their business model which has depended on rapidly developing new SKUs and shipping them directly to consumers,” Cooke said. —Zen Soo, AP Business Writer View the full article

Recruitment is a big part of what HR teams do, but it’s no secret that it can be both challenging and expensive. According to the Society for Human Resource Management (SHRM), replacing an employee can cost a company anywhere from six to nine months of their salary. For highly trained positions, research shows that number can climb to as much as 213% of their salary! No matter your company’s size or industry, that’s a serious expense. The good news? A brand-savvy HR team can help bring these costs down. By addressing the key concerns of potential employees and attracting top-tier candidates who are a great fit, they can save valuable time and money in the recruitment and onboarding process. One of the biggest obstacles for job seekers, according to LinkedIn’s employer branding research, is not knowing what it’s like to work at a company before applying. Candidates are three times more likely to trust what current employees say about an organization over the company itself. Plus, 75% of job seekers evaluate an employer’s brand before deciding to apply, with over half checking out the company’s website and social media to learn more. By tapping into these insights and building a strong employer brand, HR teams can turn recruitment from a costly challenge into a more streamlined and effective process. How brand-savvy HR professionals can lower the cost of talent acquisition Unlike traditional HR roles focused on administrative tasks, brand-savvy HR professionals combine HR expertise with branding skills like marketing, storytelling, and people engagement. They use this blend to drive better ROI on HR investments and make a real impact on their company’s bottom line. These HR teams know when to handle branding efforts internally and when to collaborate with their branding teams—a synergy I like to call “Bhranding” (Branding + HR). One of the most effective ways brand-savvy HR teams cut recruitment costs is by applying the same engagement strategies marketers use—not to attract customers, but to create a workplace culture where employees feel excited and invested in their work. This kind of engaged culture becomes the foundation of a strong employer brand, naturally drawing top talent in the industry to the organization. And the benefits are undeniable. The same LinkedIn research shows that a solid employer brand can reduce turnover by 28%, cut hiring costs by 50%, and attract 50% more qualified candidates. Even better, it can halve the time it takes to fill positions, saving countless hours of work. All of these improvements add up, translating into significant time and cost savings—potentially millions for larger companies. How savvy HR teams attract top talent Brand-savvy HR professionals don’t just stop at creating an engaged workplace culture that attracts top talent—they go a step further. Proactive HR teams use strategies that were once the domain of professional marketers to actively target potential candidates. This means building impactful career websites, creating engaging social media content, and even managing entire social media channels to showcase their company culture and work environment. These efforts directly address a common challenge for job seekers: not knowing what it’s really like to work at a company. Take Spotify, for example. A quick search for “Life at Spotify” pulls up their dedicated career website, Instagram page, X (formerly Twitter) account, YouTube channel, and the hashtag #LifeAtSpotify—all designed to give potential candidates an inside look at what working there is like. Understanding that candidates trust employees’ descriptions of a company more than the company’s own messaging, many organizations also encourage employees to share their experiences in their own words. Google’s Build Your Future With Google and Marriott Careers’ blog are great examples of how companies leverage employee stories to attract talent. Some companies even take things further with full-blown marketing-style campaigns. General Electric’s “What’s the matter with Owen?” campaign repositioned the company as a destination for top talent and boosted recruitment eightfold. Similarly, Britain’s Royal Marines launched the intense “What’s Your Limit?” campaign, targeting only the toughest individuals willing to endure their grueling training. With the tagline “99.99% need not apply,” it made a bold statement and resonated with its audience. These examples show how using storytelling, creative branding, and marketing-inspired strategies can elevate recruitment efforts, turning potential candidates into excited applicants—and eventually into highly engaged employees. Candidates as customers By treating candidates like customers and engaging them as effectively as marketers engage customers, brand-savvy HR professionals can play a big role in attracting and engaging highly qualified candidates, reducing the time to hire, and having a measurable impact on profitability. By treating candidates as customers who need to be “wowed” by the brand – not to buy products and services, but to “buy into” the company’s purpose and vision for the future, brand-savvy HR professionals can optimize their efforts and convert curious candidates into highly engaged employees. If you’re looking for ways to positively impact your bottom line, consider encouraging your branding and HR teams to work together and find creative ways to attract the best and brightest of your industry to want to work at your organization. By engaging candidates with the same vigor that your marketing team engages customers, your brand-savvy HR team can help slash the costs of talent acquisition and, by extension, make a positive impact on your bottom line. View the full article

Your coworker updated their status on Slack with the abbreviation, WFH — they even included an emoji of a house. But, what does WFH mean? View the full article

Mentorship is a powerful yet often overlooked tool in the SEO industry. Whether you’re an industry veteran or an up-and-coming specialist, the mentor-mentee relationship offers countless benefits that can accelerate growth, refine skills, and build a stronger professional network. In an industry where algorithms, strategies, and best practices constantly evolve, having guidance from someone with experience – or offering that guidance to others – can be a defining factor in career success. Some think mentorship only benefits the mentee. But after being a mentor a few months ago, I found that simply wasn’t the case. I learned as much from them as they did from me. Why mentorship matters in SEO SEO is a complex and dynamic field. SEOs must constantly adapt to search engine updates, emerging trends, and shifting user behaviors. While resources like blogs, courses, and conferences provide valuable insights, the learning curve can be steep. This is where mentorship comes in. It brings an additional layer of personalized guidance. But it’s not just about knowledge. It can also be about: Navigating difficult conversations. Discussing work-life balance. Simply having someone to bounce ideas off of. Mentorship can take many forms, from structured programs to informal relationships built through networking. Regardless of the format, these relationships create opportunities for: Knowledge transfer Sharing real-world experiences and strategies that aren’t always found in textbooks or webinars. Storytelling is a powerful way to impart knowledge, and real-life examples can enrich learning. Professional growth Mentees gain the confidence to: Take on bigger projects. Ask for promotions. Improve their communication skills with peers, clients, and senior staff members. Conversely, mentors refine their leadership and teaching skills and often learn from the mentees’ experiences, too. Networking and collaboration Stronger connections in the SEO community lead to job opportunities, collaborations, and career advancements. Mentors often introduce mentees to valuable industry contacts, benefiting their future careers. Navigating industry changes Google’s ever-evolving algorithms require adaptability, and learning from someone who has successfully navigated past updates can be invaluable. Inexperience can sometimes lead to hasty decisions or acting too quickly when all that was needed was to wait it out. Likewise, newer, enthusiastic SEOs can often bring fresh ideas and energy that can benefit their mentor. The benefits of being a mentee For SEO professionals looking to grow their careers, having a mentor can provide structure, guidance, and access to insider knowledge within the industry. But more than that, general life experience in and out of work can prove valuable in many situations, from negotiating salary increases to navigating difficult client conversations. The benefits include: Accelerated learning SEO is an industry with no single playbook. With a mentor’s guidance, a mentee can avoid common mistakes and gain insights that might take years to learn independently. Instead of relying solely on trial and error, mentees get access to proven strategies that have delivered results. Personalized career advice A mentor can provide tailored advice based on the mentee’s strengths, weaknesses, and career aspirations. Whether someone is looking to specialize in technical SEO, content marketing, or link building, having an experienced guide can clarify the best path forward. Access to exclusive opportunities Many SEO job openings and freelance opportunities are never publicly advertised. Being connected with a well-established professional increases access to these hidden opportunities. A mentor can also introduce mentees to influential people within the industry, helping them build a stronger professional network. Gaining confidence and overcoming imposter syndrome Many SEO professionals – especially those new to the field – struggle with self-doubt. A mentor provides reassurance, constructive feedback, and encouragement, helping mentees build confidence in their skills and decision-making abilities. Accountability Often, we know exactly what steps we need to take to achieve our goals, but following through – especially when the task is challenging – can be complicated. Procrastination, self-doubt, or simply feeling overwhelmed can hold us back. This is where accountability becomes invaluable. Having someone to check in, offer encouragement, and remind us of our commitments helps keep us on track. A mentor can gently push us, ensuring we stay focused and take action. When someone else is invested in our progress, we’re far more likely to push through obstacles and achieve meaningful results. Dig deeper: How to overcome imposter syndrome in SEO and digital marketing The benefits of being a mentor While mentees gain invaluable insights from mentorship, the rewards for mentors can be just as profound. One of the most fulfilling aspects of mentoring is witnessing a mentee’s growth and success firsthand. It’s easy to underestimate the depth of our own knowledge until we share it with others. Guiding someone through challenges and seeing them experience transformative breakthroughs is a powerful reminder of our impact on another person’s career and confidence. Few things compare to the joy of knowing you’ve played a role in someone’s professional evolution. Some of the key advantages include: Sharpening leadership and communication skills Explaining more complex SEO concepts to a less experienced professional forces mentors to articulate their knowledge clearly. This enhances their communication skills, making them better at: Leading teams. Presenting strategies to clients. Teaching others in a professional setting. Deepening industry knowledge “If you want to master something, teach it.” — Richard Feynman Teaching someone else often reveals gaps in one’s own understanding. By mentoring, SEO professionals reinforce their expertise and stay sharp in their knowledge. Mentees may also introduce fresh perspectives, new tools, or emerging trends that the mentor hadn’t previously considered. Building a legacy in the SEO community Helping others succeed strengthens the industry as a whole. Mentors contribute to shaping the next generation of SEO experts, fostering a more collaborative and supportive environment. This can enhance the mentor’s reputation and position them as an authority in the field. Expanding professional networks A strong mentorship relationship often leads to long-term professional connections. Former mentees may go on to work at influential companies, launch successful agencies, or develop innovative SEO tools, creating potential opportunities for future collaborations. Dig deeper: How to lead, mentor and motivate your SEO team Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. Finding the right mentor or mentee in SEO Building a successful mentorship relationship requires compatibility and a mutual commitment to learning. Here are some ways to find the right mentor or mentee: Leverage SEO communities and events Platforms like X, LinkedIn, SEO forums, and industry events are great places to connect with potential mentors or mentees. Engaging in conversations, joining SEO Slack groups, or attending meetups can help foster these relationships organically. Join formal mentorship programs Several organisations offer structured mentorship programs tailored to SEO professionals, such as Women in Tech SEO or BrightLocal’s mentorship initiatives. These programs match experienced SEOs with those seeking guidance, ensuring a structured learning experience. Be clear about expectations Whether formal or informal, both parties should communicate their expectations upfront. Mentees should express what they hope to gain, while mentors should establish boundaries regarding time commitments and areas of focus. Give back to the community SEO thrives on knowledge-sharing. Those who have benefited from mentorship should consider paying it forward by becoming mentors themselves. Even junior professionals can mentor those just entering the industry, creating a cycle of continuous learning and support. Dig deeper: 5 leadership traps new SEO team managers should avoid Struggling to find a mentor? If you’re struggling to find a direct mentor in the SEO industry, don’t worry! You can still gain expert-level guidance by leveraging various resources. From podcasts and videos to online communities, these alternative mentorship methods can accelerate your learning and keep you updated with industry trends. YouTube The platform is packed with SEO knowledge, from beginner-friendly tutorials to advanced technical breakdowns. Find your favorite SEO superstars and find them on the platform. You can develop high-level SEO skills by consistently watching expert-led videos and applying what you learn without needing a direct mentor. Social media Many SEO experts actively share insights, case studies, and the latest algorithm updates on social media. Engaging with them can provide a form of mentorship through content and discussions. Consider following these platforms: X: Many industry leaders share real-time SEO updates and advice. Follow accounts like @glenngabe, @aleyda, @lilyraynyc and @sengineland. LinkedIn: Join SEO conversations, follow industry leaders, and engage with their posts to stay informed. Facebook Groups: Communities like SEO Signals Lab and Women in Tech SEO provide support, discussions, and networking opportunities. Reddit (r/SEO): A space for SEO professionals to share strategies, ask questions, and discuss algorithm updates. By engaging in these communities, you can build relationships, ask questions, and learn from the experiences of top SEOs. Podcasts Podcasts provide a convenient way to learn while commuting, exercising, or working. Some top SEO podcasts include: Search Off the Record (Google’s Official Podcast): Direct insights from Google’s search team. SEO 101 Podcast: Beginner-friendly SEO discussions. Voices of Search: Covers advanced SEO strategies and industry trends. Listening to SEO podcasts keeps you informed about the latest developments while exposing you to expert advice from seasoned professionals. Online courses and webinars Many well-known SEOs offer courses and webinars that provide mentorship-like experiences. Platforms like Coursera, Udemy, and Moz Academy offer structured SEO courses designed by industry experts. Some valuable options include: SEO That Works (by Brian Dean): A results-driven SEO course focusing on link building and content strategies. Semrush Academy: A range of courses to explore your areas of interest further. Ahrefs Academy: Free and paid courses covering technical SEO, link building, and keyword research. Webinars hosted by SEO professionals and industry organizations also provide real-time learning opportunities and the chance to ask experts questions. Many SEO tools and platforms host webinars on different topics. SEO conferences and virtual events Attending SEO conferences – whether in-person or virtual – can provide exposure to top professionals, new strategies, and industry trends. Some of the most notable SEO conferences include: SMX (Search Marketing Expo): Covers a wide range of SEO, PPC, and content marketing topics. brightonSEO: A search marketing conference held twice a year in the UK and once a year in the U.S. MozCon: A marketing and SEO-focused conference that brings together top professionals in the industry. Even if you can’t attend in person, many conferences offer virtual tickets, recorded sessions, and post-event materials. Mentorship: The hidden engine of SEO growth The SEO industry is built on a foundation of constant learning and adaptation. Whether you choose to become a mentor or seek mentorship, the benefits are undeniable. Mentees accelerate their careers, gain confidence, and expand their networks, while mentors refine their skills, build a legacy, and strengthen industry connections. By embracing mentorship, SEO professionals at all levels can contribute to a more knowledgeable, supportive, and thriving industry. If you haven’t explored mentorship in your SEO journey, now is the time to start. View the full article

In Shift: Managing Your Emotions—So They Don’t Manage You, Ethan Kross shares a comeback story about tennis champion Novak Djokovic. It was the Wimbledon quarterfinal and Djokovic, who was the No. 1 seed, was down two sets (5-7, 2-6) against 20-year-old Jannik Sinner. After the second set, he requested a break. Then he awed the crowd by triumphantly winning the next three sets (6-3, 6-2, 6-2). What shifted? Djokovic shared that he gave himself a pep talk in the locker room. He looked himself in the eyes and said: “You can do it. Believe in yourself. Now is the time, forget everything that has happened. New match starts now. Let’s go, champ.” Djokovic utilized distanced self-talk, an emotion regulation tool that Kross writes about, to recalibrate himself. A week later, he won Wimbledon for the eighth time. Djokovic’s story illustrates the central theme of Shift: You don’t have to live at the mercy of your emotions. With the right tools, you can learn to master them. Kross is one of the world’s foremost experts on emotion regulation. As an award-winning professor at the University of Michigan, he leads its Emotion and Self-Control Lab and shares his work as a bestselling author. In our conversation, he illuminates how to cultivate emotional resilience, stop an anxiety spiral, and reframe stress to elevate performance. This interview has been edited for length and clarity. You describe that our perception of self-efficacy is a master belief. When it comes to our emotions, learning what we can and can’t control is critical to building it. Can you explain? Several years ago, I came across a study that was as close as you can get to shivers running down your spine when reading scientific literature: 40% of respondents say that they can’t control their emotions. When I first encountered this finding, it was a mind blower. I run the Emotion and Self Control Lab. My whole life is dedicated to this concept. Yet, close to half of a sample doesn’t think that it’s even possible to manage your emotions. [Image: Courtesy of Ethan Kross] If you don’t believe that something is possible, why would you make any efforts to try to achieve that impossible goal? You wouldn’t. Decades of research demonstrate that compellingly. The 40% of people who said that you can’t control your emotions, it’s not that they were wrong. There are facets of our emotional lives and experiences that are out of our control. I share an anecdote about how when I’m in the gym, I’ll often have this very dark, maniacal thought about carrying a dumbbell and dropping it on someone’s face. What’s wrong with me that I’m thinking about that? That’s probably my brain preparing me for a worst-case scenario. So it motivates me to squeeze the dumbbell tighter or put it in the opposite hand so I don’t drop it. I never have, but I experience those dark thoughts sometimes. There’s this whole dimension of our lives that is characterized by these automatic emotional responses. We don’t have control over that. But what we do have control over is what happens once those thoughts and feelings are activated. You highlight the reframing paradox and explain that “when it comes to reframing, one of the big challenges is that people don’t know how to reframe their experiences adaptively and fall into the trap of reframing negatively.” What are the hidden traps of the reframing paradox and how can we avoid them? The way to avoid them is to first understand that this trap exists. Knowledge is power. We often think about reframing as a universal good. But reframing can be a force of good or bad. You can make the argument, as I have, that a lot of what happens when we’re anxious or depressed is that we’re reframing things. When I’m getting myself anxious, I’m thinking about all of the what if’s. I’m thinking differently about this, but in a negative direction. Then, the question is: If reframing is taking me in the wrong direction, how can I right the ship and have it take me in the right direction? There are a couple of tactics that are often useful. Distanced self talk: Try to give yourself advice like you would a friend. When friends are struggling with things, you don’t give them advice to make them feel worse. So, what would you say to a friend? We don’t always say those things to ourselves. Another reframing tool can be mental time travel: How am I going to feel about this next month, next week, or next year? The fires [in Los Angeles] are a great example of that. How are the fires going to feel next year? Five years from now? They are awful right now, but things are going to get better. Has there ever been a natural disaster that we haven’t recovered from in this country? For those who have survived thus far, you could also go back in time and think about other kinds of adversity to put this in perspective. There are a lot of people who are dealing with tragic circumstances who don’t have the resources, either personally or countrywide, that you have to deal with this. You share a study that found that our interpretation of our physiological stress response influences our levels of anxiety. Illustrate that process for us and how we can leverage it to not only regulate our emotions, but elevate our performance. This is one of my go to tactics. Experiencing physiological symptoms of stress or anxiety is a common part of that experience. Good luck trying to not have that reaction. It’s probably not desirable either, because we know that a moderate level of stress can be good for performance. It energizes you and mobilizes your resources. Research indicates that how you interpret what you’re experiencing physiologically can push you in different directions. If I’m getting butterflies in my stomach or I have to go to the bathroom, it’s not—Oh crap, I’m not prepared—which is one way of interpreting it. Instead, it’s saying: Lucky me. My body is like a Lamborghini. I’m getting ready to perform. It is a game changer to reframe what you’re experiencing, not as a threat and that there’s something wrong with you, but rather: This is how you’re supposed to be feeling. Use it to your benefit. Research shows that distanced self-talk promotes wise reasoning and intellectual humility. Why is it so effective? What tactics, such as using “you,” can help us apply it? Distancing as a tool is useful because it allows us to look at our experiences from a broader point of view, rather than getting trapped in a more narrow take on the situation, which can feel restrictive and fuel our emotional experiences. What are we taught to do from when we’re kids when it comes to a difficult problem? Roll up your sleeves and work through it. Zoom in really carefully. But, what we’ve learned is that sometimes doing the opposite—zooming out and looking at that bigger picture—is helpful for navigating these circumstances. What’s interesting about language is that it seems to allow us to relatively automatically shift our perspective. Take the word “you.” “You” is a word that we virtually use exclusively when we think about referring to other people. We know that it’s much easier for us to give advice to other people than it is for ourselves. So, when you use the word “you” to think about your own experience, it’s as though it’s automatically putting you into this advice giving mode. Now, I’m thinking about it like I’m talking to someone else. I’m pretty good with other people; Someone else goes through my problems and I can give you the solution for what they should do easily. But, I can’t do that for myself. “You” is applying that lens to my own life. We can also use the word “you” generically. What it involves is using the word “you” to refer to people in general; You don’t give a great talk. What are you going to do? It happens to everyone. There, I’m not using the word “you” to refer to myself. I’m using it to refer to the universal. We find that when people are trying to make meaning, being able to do this helps them, because it’s not just me. I’m talking about a personal experience in these universal terms. I’m taking it away from me and making it about anyone and everyone. You say that “avoidance is a key part of flexibility and flexibility is a key indicator of resilience.” Can you explain why avoidance can be a superpower? We like simple solutions for good reason. It’s easier to follow simple prescriptions. But, we know that research doesn’t support this idea that avoidance is always harmful. Yes, chronic avoidance can get us into trouble. But, being flexible can be effective. Importantly, what I’m talking about is being able to be flexible with how you deploy your attention. There’s a great study where after 9/11 researchers wanted to know which people were going to fair best over time. These were students who were living in New York City when the attacks occurred. The researchers were interested in how the ability to either express—approach and get your emotions out—or suppress—bottle up and avoid your emotions—might factor into this equation. What they did at the beginning of the study was measure the ability of people to express or suppress their emotions when told to do so. Then, they tracked them over time. What they found is that the people who fared the best were those who scored highest on their ability to both express and suppress their emotions. My grandmother grew up in Eastern Poland and was a young adult when the Nazis came. She saw most of her family being slaughtered and narrowly escaped. She lived through all of that and managed to survive. She would never tell me those stories. She wasn’t interested in getting into it, except one day a year when there was a Remembrance Day event that she and her fellow survivors organized where they let their emotions spill out. Over time, what I learned was that it wasn’t that she was chronically avoiding thinking about what happened to her. She was skilled at being flexible in how she deployed her attention. She’s a testament to this idea that it’s not about being dogmatic in how we apply these principles. Being flexible can make a difference. Let’s dive deeper into the psychological immune system. You share that time is one of the most important components of it. Still, there are non-traumatic circumstances that you may keep thinking about for years—say the loss of a job or friendship—despite them no longer impacting you. What can we do to clear these from our psychological immune system? Some experiences are harder to let go of. Particularly, the more intense they are, the more time it takes for them to dissipate. One thing I like to remind people of is that there’s this natural curve that goes up. Then, as time goes on, our emotional reactions tend to wane in intensity. That’s true of most of our experiences, but not all of them. With experiences that have happened, what you want to be able to do is to make meaning out of them. The fact that you’re still thinking about this suggests that you don’t have closure yet. The question is: What have you tried to do to get closure around this experience? What is standing in the way of you achieving that closure? Is there some cognitive work that you need to do to reframe it more effectively? Is it a conversation you need to have with this person to put it all out there? That’s what you would want to target to understand why you still think about it. Attention is an important aspect of our emotional life, particularly because we often focus on what’s going wrong rather than what’s going right. What are the most effective beliefs or practices to shift from having a scarcity mindset to an abundant mindset? It’s about being aware of that distinction and trying to find evidence that contradicts it. This is where the power to reframe can be so effective. We always have the ability to reframe our circumstances. A good example of this might be the work on social comparisons that I talk about. We tend to think about social comparisons as toxic, in particular, when we’re comparing ourselves against people who are doing better than us. It elicits envy. Yes, that is a pervasive phenomenon. But, what we lose sight of when we cling to that narrative is that we can also benefit from those social comparisons when we flip them. If I see someone who is outperforming me across the board and it elicits that initial sting, I can dwell on how much better their life is than mine or I can think about them as a beacon that I can try to navigate towards, like: Hey, if they can do it, so can I. Why don’t I try to achieve this? I’m flipping from what I don’t have to what I can attain. You can also do it in the opposite direction for people who are doing a lot worse than you. One of the ways that people often think about them is: Oh man, it happened to them. It can happen to me. That doesn’t feel good. Or, I can think: Wow, I’m really grateful that didn’t happen to me. Look at how much worse circumstances could be. Reflecting on our conversation and the book, a thread that stands out is that the quality of our thoughts determines the quality of our life experience. I’d love to close with a few questions that we can ask ourselves to continuously elevate that equation. I would say the nature of our thoughts, more than the quality. Our thoughts allow us to interpret the inputs that come in and that is one of our greatest superpowers. It means that we aren’t reacting in a default way to the situations that we encounter in the world. We can make sense of them in different ways, and how we make sense of them can put us on a completely different emotional trajectory. Simply recognizing that is number one. But, then committing ourselves to identifying the most profitable ways of making sense of our experiences. What I mean by profitable is, not in the monetary sense, but in the sense of: What are the interpretations of this world that allow you to live the life that you want to live? It’s an unbelievably powerful tool that we want to hone. View the full article

Wilson’s Airless Gen1 basketball is back. The hollow, $2,500 3D-printed basketball that doesn’t need to be inflated was first showcased at the 2023 NBA All-Star Weekend. Now, Wilson is selling the ball via a new production run for the remaining few people who can afford to spend thousands of dollars on a basketball. The Airless Gen1 ball features a latticed pattern of hexagonal holes and doesn’t require an inflated bladder inside. By all accounts of professional and amateur players who have tried the airless wonder, its honeycomb architecture and plastic material makes it perform like a traditional basketball, matching its size, weight, and rebound characteristics. [Photo: Wilson] The initial release in February 2024 sold out rapidly. Now, Wilson is responding to the high demand by rereleasing the basketball in limited quantities, said Kevin Murphy, general manager of team sports at Wilson, in a press release: “We have been consistently overwhelmed by the excitement surrounding our Airless basketball products.” The rerelease features three color options: black, natural/white, and a new burgundy. Each ball is produced using the same 3D-printing process as the original, with refinements implemented to enhance production. I asked Nadine Lippa, Wilson’s innovation manager, why the company hasn’t been able to ramp up production so more people can buy it. “We’re still using the same printer, we’re still using the same type of smoothing and dyeing,” she explained. The Airless Gen1’s high price tag reflects the fact that 3D technology is not mature enough to make the jump to industrial production. It’s not a problem of the design, but of how slow and cumbersome 3D-printing technology still is. Without a quicker way to materialize these items, which need extra cleaning and sanding work to turn them into consumer products, it can’t really command production runs sizable enough to knock off at least one zero from that price tag. [Photo: Wilson] 3D-printing technology for industrial production keeps advancing but still faces big challenges like slow scalability, material limitations, and complex post-processing and quality control. While the industry is not stagnant, it is not yet fully realized for mass production. “The additive and 3D-printing ecosystem continues to evolve year-over-year,” says Lippa, “and the Wilson Labs team continues to monitor the progress and engage with key players in the industry.” Lippa tells Fast Company that Wison is still committed to making this technology more accessible in the future. Her team is continuously assessing all options on how to bring this to scale in the best way possible. “Our mission is to create great high-performing products at every level for every athlete, so we will continue to research and explore until we solve the problem,” she says. “Specific to our Airless Basketball, we are continuing to evaluate 3D-printing materials and technologies that offer the right properties needed to make a basketball perform at a much-lower cost.” Hopefully, one day we’ll be able to pick up one at the store just like we do with normal basketballs. But until then, the Airless Gen1 will remain a big-ticket item and an unreachable object of desire for b-ball fans everywhere. Starting Thursday, February 13, the Wilson Airless Gen1 will be available for purchase from Wilson.com. A limited number of units will also be available at NBA All-Star 2025 in San Francisco on February 17. Thankfully, you may have a higher chance of getting lucky, according to Lippa. “While we don’t share exact quantities, this will be our largest drop of the Airless Gen1 to date.” View the full article

We may earn a commission from links on this page. For the past few months, I’ve had two salt shakers in my kitchen. One is Morton Salt Substitute, which is potassium-based, and I use it for the first few shakes of salt when I’m seasoning a dish. The other is regular table salt, which I use at the table. Now the World Health Organization is recommending that more of us try salt substitutes, and not just in the name of lowering sodium. Potassium is good for us, and it’s an easy way to get more in our diet. Morton Salt Substitute, 3.12 oz, 2 pk (Limited Edition) $11.98 at Amazon /images/amazon-prime.svg Get Deal Get Deal $11.98 at Amazon /images/amazon-prime.svg Benefits of potassium-based saltIf you’ve ever tried to lower your sodium intake, you’re probably familiar with low-sodium or no-sodium salt substitutes. One potential benefit is, of course, that they give you an easy way to lower your sodium intake if you do a lot of your own cooking. Sodium can contribute to high blood pressure and other health conditions, so the World Health Organization recommends that most of us keep our sodium intake under 2,000 milligrams per day. (The U.S. recommendation is a bit more generous, at 2,300 milligrams.) But this isn’t just about sodium. When it comes to heart health, most of us get more sodium than recommended and not enough potassium. Potassium is another mineral that our body needs, and consuming more of it has been found to reduce risks of cardiovascular disease. In this study, for example, people who switched to a potassium-based salt had fewer strokes, heart attacks, and deaths during the study than people who kept using a regular sodium salt. We normally get potassium in our diet from fruits and vegetables. Potassium salt shouldn’t replace that, but it can be a good extra source of the mineral. According to the National Institutes of Health, adult women should get at least 2,600 milligrams of potassium per day, and adult men at least 3,400. Downsides of potassium-based saltImportantly, potassium supplementation is not for everyone. If you have kidney disease or impaired kidney function, or if you’re taking a medication that changes how your body processes potassium, you may want to avoid these salts. (Your healthcare provider can tell you more.) How does potassium salt taste?The people promoting salt substitutes for health tend to wave away concerns about flavor. Most people won’t notice the difference, they say. They may be right, but there is a difference. Potassium salts have a subtly different flavor than regular sodium-based table salt. Sprinkle a little on your hand and lick it, and you’ll see what I mean. It’s still salty, and it doesn’t taste bad or anything, but it’s not quite the same. In large amounts, potassium-based salt substitutes can taste slightly metallic or bitter. When companies make low-sodium versions of their products, they know to use a mix of potassium and sodium salts, so that’s what I do at home. I use my salt substitute at the beginning of a recipe, when I’m browning meat or sautéing onions. It contributes a general saltiness to the dish. The next time I add salt, it’s usually the sodium kind. I figure I’m getting a roughly 50/50 balance, and then the salt shaker I bring to the dinner table is regular old table salt. If that’s too complicated, you can just mix both types of salt in the same container. Or buy a salt substitute like Morton Lite, which is a mix of sodium and potassium salts. And if you need a long-term review to convince you it will actually be fine for daily use, one of the largest studies on salt substitutes found that, after five years, 90% of participants were still happily using their salt substitute. View the full article

I am seeing a lot of renewed chatter within the SEO industry of a possible unconfirmed Google search ranking update touching down in the past 24-hours or so. The weird thing is that the tools are not really showing much of a spike in volatility but the chatter seems incredibly high.View the full article

Microsoft published its new Microsoft Advertising features that it released over the past month. This goes across Performance Max tools, reporting, new values, targeting, and more.View the full article

Google AI Overviews are now able to show super detailed comparison within Google Search. If you search for two very specific models, Google may give you a ton of details directly in the AI Overview.View the full article

Welcome to Pressing Questions, Fast Company’s work-life advice column. Every week, deputy editor Kathleen Davis, host of The New Way We Work podcast, will answer the biggest and most pressing workplace questions. Q: How do I get a hiring manager to respond to me? A: I’ve been on both sides of this scenario. I know how frustrating it can be to send your résumé and cover letter out into the void and wait for weeks without hearing anything. I also know how overwhelming it can be as a hiring manager to shift through hundreds of applications while meeting all of the normal demands of your job. So it’s a delicate balance. As a candidate you just want to know, but you also don’t want to annoy the person who you are hoping to impress. Here’s how to approach it: Follow the rules The first and most important step is to follow the instructions for applying. If the job posting requires you to upload your résumé to the corporate site, do it. Read the listing carefully to make sure you apply in exactly the format they ask for with exactly the materials they ask for. If the listing asks for a cover letter, write one—and not a generic one, one that’s tailored to the position and company. If the listing asks candidates to include work samples or references, include those. This may sound basic, but many candidates just fire off résumés to hundreds of open positions. Not following basic instructions is an easy way to knock yourself out of the running. Give it a little time, then find a real person Even if the company needs to fill the role urgently, hiring takes time. Wait at least a week after applying to send out your first outreach. Do the leg work to find who is likely the hiring manager—or at least someone who works in the department. Do not blast ten people at the company with a “to whom it may concern” message. The same advice for getting people to respond to any email applies here, too. You have a much better chance of getting a response if you can find a common connection and have that person recommend you. Be clear and concise If you can’t find a connection, and you’re sending a cold email, be as clear and concise as possible. Make your subject line the title of the role you are applying for. Let the hiring manager know that you have applied according to the listing instructions and then in one or two sentences explain why you are excited about the role and how you are a good fit. If you have non-traditional experience, you can briefly explain your transferable skills so they will hopefully take a closer look at your application. If you do land an interview, you can end up with another bout of waiting after the interview. Your first step after an interview is to send a thank you note, which can help solidify a good impression and follow up on things you talked about in the interview. After that, the same rules apply as far as giving it at least a week before following up again and keeping your message short and sweet. Best of luck! Want some more advice on following up on a job? Here you go: How do I get people to respond to my emails? A recruiter shares the best way to follow up on a job application This is how to write a follow-up email that’s not annoying 12 effective strategies for messaging recruiters on LinkedIn that will get noticed Can I ask a hiring manager to reconsider if I don’t get the job? View the full article

Earlier this week, a doctor friend told me about a frustrating new obstacle he’s facing at work. In normal times, he’s relied on websites operated by the U.S. federal government for practical information on everything from vaccine side effects to advice for families traveling to exotic areas. But the Trump administration’s move to strip sites of material relating to “gender ideology” and other topics the new president and his allies find objectionable has resulted in many pages disappearing from the web. My friend has been making do by consulting versions of the pages stored at the Internet Archive’s Wayback Machine. But that’s hardly a long-term solution. For one thing, those cached copies may be out of date. For another, it’s not a given that the Internet Archive will always be available when we need it. A New York Times article by Ethan Singer details the scale of the purge. More than 8,000 pages have been wiped away on subjects ranging from the Department of Health and Human Services’ Head Start program to avoidance of IRS penalties to telltale signs of dementia. Just the deletions relating to census data—one of the federal government’s most vital resources—have affected 3,000 pages. As pages have continued to vanish, others have returned, and the only explanation has come in the form of vague sitewide banners such as “CDC’s website is being modified to comply with President Trump’s Executive Orders.” As with other elements of the administration’s rush to reshape how the federal government works—or doesn’t work—the chaos may be the point. All of this is alarming even before you consider what a government online presence rewritten to Donald Trump’s specifications might look like. Reportedly, it involves excising not just references to “diversity,” “equity,” and “inclusion,” but also a bevy of other terms, including apparently controversial concepts such as “belonging,” “empathy,” and “fairness.” For more than a quarter century, the web has been a primary interface between citizens and their government. It may be more critical than its physical counterpart—or at least I can’t remember the last time I had to visit a federal office in person. By taking its language policing more seriously than the duty to provide information to the public, the new administration is failing at one of its most basic responsibilities. That raises a new specter that hadn’t been on my list of things to worry about: tactical removal of pages from government sites as a tool for impeding knowledge. For example, I hate to think about a Centers for Disease Control and Prevention vaccination website full of information created under the imprimatur of Robert F. Kennedy Jr. But simply eliminating the current site’s information and replacing it with . . . nothingness might do nearly as much damage as spreading RFK Jr.’s cherished misinformation on the subject. It could be done with a few clicks—a much simpler task than shutting down entire government departments, which is also part of Trump’s plan for the nation. I’m not saying that an even more sprawling, permanent site-scrubbing is definitely going to happen. As with many things about current events, Trump’s own comments on the edits (“I don’t know. That doesn’t sound like a bad idea to me.”) don’t make clear he’s paying attention, and leave him infinite wriggle room if he is. All we can do is keep paying attention, maybe with a newfound appreciation for a government benefit that has been quietly essential and easy to take for granted—until now. Yes, you can have too much storage Recently, I bought a 16 TB hard drive. It cost about $270, which—unadjusted for inflation—is a little over half what I paid for a drive I remember buying in the 1990s. That one had 500 MB of space, or 1/32,000th the capacity of the drive I just got. 1990s me, who was thrilled to add an entire half-gigabyte (!!!) of space to my PC would have been ecstatic to know that storage would continue to get ever vaster and cheaper. Oddly enough, though, my new 16 TB drive, which I added to a server that sits on my home network, has not brought me unalloyed pleasure. Instead, maxing out the space I already had made me question whether I should concentrate on deleting files rather than making room for more. Not that digital hoarding isn’t tempting. Unlike its physical counterpart, it’s unlikely to result in the new stuff overwhelming the old: I do a fairly respectable job of organizing it all into folders, part of a broader storage strategy that also involves several cloud services. I’m grateful to have enough room for a precious archive of family photos and letters, as well as ancient Word documents I still reference (for articles such as this one) and email that dates to 1994. I even ditched almost all the printed copies of magazines I’ve written for—hundreds of issues—and replaced them with PDFs. Still, like Scrooge McDuck filling his money bin with 3 cubic acres of cash and then burrowing through it like a gopher, I may have gone overboard. I use a wonderful piece of software called Channels to record streaming TV and over-the-air stations directly to my home network. These videos are mine, all mine—a comfort in an era when Netflix has only five movies made before 1980—and tough to part with. Yet they represent the single most voracious disk-space gobbler in my life. And even if I had infinite time on my hands, I wouldn’t use it to binge all the TV and movies I’ve preserved. Another thing that haunts me: An unknown but significant percentage of my disk space is devoted to files that are duplicates, triplicates, or beyond. How I ended up with so many redundant ones, I’m not sure. But they multiply like Tribbles, and eliminating all the redundant ones might feel like getting a new hard disk for free. After mulling all this over, doing some housecleaning, and finding I was still low on available space, I took the easy route by purchasing that new drive. It’ll surely get me well into 2027, and maybe way beyond. By the time it’s full, even more mammoth disks should be available for even less money. It would be nice, however, to think I’ll be more disciplined by then—a little less Uncle Scrooge, a little more Marie Kondo. If you have any tips on digital self-restraint, I’m dying to hear them. You’ve been reading Plugged In, Fast Company’s weekly tech newsletter from me, global technology editor Harry McCracken. If a friend or colleague forwarded this edition to you—or if you’re reading it on FastCompany.com—you can check out previous issues and sign up to get it yourself every Wednesday morning. I love hearing from you: Ping me at hmccracken@fastcompany.com with your feedback and ideas for future newsletters. I’m also on Bluesky, Mastodon, and Threads. More top tech stories from Fast Company OpenAI reveals new AI tool that can do online research for you Deep Research can gather information from across the web and summarize it in easy-to-read reports. Read More → Will a return to OG Facebook appeal to Gen Z? Mark Zuckerberg certainly seems to think so. Read More → Google teams up with Samsung to take on Dolby Atmos The two companies are betting on the power of branding to turn their new immersive audio format into a success story. Read More → 3 quick ways to free up iPhone storage space Save space, save time, save yourself from the ‘Storage Almost Full’ pop-up. Read More → I tried a mindfulness browser to make work less stressful. Maybe you should, too Open Air from the Norwegian company Opera is billed as the first-ever ‘mindful browser.’ It’s intended to combat the chaotic nature of the web. Read More → This scrappy search upstart is getting thousands of people to give up Google As Google results grow cluttered and AI runs rampant on the web, Kagi is winning over disillusioned searchers with an engine that puts them first. Read More → View the full article

Israeli prime minister makes most explicit comments yet suggesting he will not seek a lasting truceView the full article

Google / Alphabet reported its Q4 2024 earnings last night, where its ad revenue hit $72.46 billion, up 10.6% from last year's quarter of $65.52 billion. Google's revenue was up 12% with $96.47 billion and its profit was up 30.7% to $30.9B. Search revenue specifically was up 12.5% to $54 billion.View the full article

The wedding venue business is constantly evolving. To attract customers – and make money – the wedding venue business owner has to keep tabs on what people want, provide excellent customer service and be ready to adapt. To accomplish this in the ultra-competitive wedding venue industry, you’ll need a business plan that includes options for pivoting as the market demands. Understanding the Wedding Venue Business We’ll start with an overview of trends and challenges in the wedding venue business: Trends Eco-friendly Venues: With a rising emphasis on sustainability and environmental consciousness, many couples are seeking out eco-friendly venues. This includes places that utilize renewable energy, practice waste reduction, or are located in natural, conservation-friendly settings. Smaller, Intimate Weddings: Especially after the COVID-19 pandemic, there’s been a shift towards micro-weddings and elopements. These are smaller, more intimate events, often with less than 50 guests. Versatility: Venues that can adapt to a variety of settings and themes are in demand. For example, a barn that can be dressed up for a glamorous event or toned down for a rustic feel is highly sought after. All-inclusive Packages: Many couples prefer venues that offer comprehensive services, from catering to decor to photography. This simplifies the planning process. Cultural and Non-traditional Venues: As societies grow more diverse, there is an increasing demand for venues that accommodate specific cultural or non-traditional ceremonies. Technology Integration: Modern weddings often incorporate technology. This includes things like live streaming for remote guests, drones for photography, and high-quality audio-visual setups for entertainment. Experiential Weddings: More than just a ceremony and reception, couples are now looking for venues that offer unique experiences, perhaps weekend-long activities or interactive elements for guests. Challenges Economic Fluctuations: Economic downturns can result in fewer weddings or reduced wedding budgets. Increased Competition: With the rise of unique and non-traditional venues, traditional venues may find it harder to attract clients. Regulations and Licensing: Meeting local regulations, obtaining the necessary licenses, and ensuring public safety can be complicated and costly. Weather Concerns: Outdoor venues, in particular, are at the mercy of unpredictable weather, which can disrupt events. Keeping Up with Trends: The wedding industry is trend-driven. Venue owners need to update and adapt to ensure they remain appealing continuously. COVID-19 and Health Concerns: The pandemic led to the closure or significant restrictions on many venues. As we transition back to “normal,” it’s important to be aware of the new health and safety considerations that have emerged. High Expectations: Thanks to platforms like Pinterest and Instagram, couples often have very high expectations and specific visions for their weddings. Meeting these expectations can be challenging. Seasonality: The wedding venue business can be highly seasonal, with certain times of the year (like spring and summer) being particularly busy, while other periods are much quieter. This seasonality can present cash flow challenges. The Importance of a Robust Wedding Venue Business Plan A business plan template is just that – an outline that includes the elements that are necessary in any business plan. The wedding venue business plan should include options for continued growth in the wedding venue business. For example, part of the business plan should include ways to keep up with trends in the wedding event venue. You can do that by attending related events, such as Bride Expos or Travel Conventions. When you connect with others in the wedding planning industry, whether it’s related to dresses or destinations, you’ll be able to monitor current customer trends. This awareness is a crucial element of any wedding venue business plan. Creating Your Wedding Venue Business Plan: A Step-by-Step Guide Every business plan includes certain elements. A well-written business plan is a crucial part of the business’s future, especially when it’s time to seek financing. In addition to receiving all the pertinent financial information, lenders want to see a comprehensive business plan. Writing Your Executive Summary The executive summary is a description of the business. It should include the business name and location, as well as contact information for the owner and/or partners. The executive summary should also describe all the services that will be provided at the wedding venue, such as photography, catering, lodging, and more. If you also plan on learning how to become a wedding planner to offer extra services to couples who book your venue, include those offerings in this section. The mission statement should be carefully crafted and include the reasons for starting that type of business. Crafting Your Company Description The company description is an expansion of the executive summary in the business plan. It should include the history of the business, such as an owner’s prior employment as a wedding planner, restaurant owner/caterer, or other related employment history. It should also include – while not being etched in stone – the nature of the wedding venue services that will be offered. This part should be “written in pencil” as it’s the most likely part of the business plan, which may be tweaked to adapt to the market. Conducting a Thorough Market Analysis of Wedding Venues In the wedding venue business, market analysis should be regularly conducted. Here are the key elements: Define the Objective: Understand why you’re conducting the analysis. Are you trying to start a new venue, optimize an existing venue, or perhaps diversify your services? Define the Geographic Scope: Are you targeting a particular city, region, or country? Clarifying this will assist you in refining your research. Industry Overview: Total number of weddings per year in your chosen area. Average spending on wedding venues. Growth trends in the wedding industry. Segmentation: Identify different segments within the wedding venue market. For example: Luxury venues vs. budget-friendly venues. Urban venues vs. countryside venues. Traditional venues vs. non-traditional venues. Competitive Analysis: Identify major competitors in each segment. Analyze their strengths, weaknesses, services offered, pricing, and unique selling propositions. Look at their online presence, customer reviews, and any media coverage. Demand Analysis: Conduct surveys or focus groups to understand what couples are looking for in a wedding venue. Understand emerging preferences, such as eco-friendliness, technological integrations, or unique experiences. Supply Analysis: Determine the number of venues available in your chosen area. Understand their capacity, availability, and booking trends. Pricing Analysis: Understand the average price range for wedding venues in your area. Determine the factors that influence pricing, like location, services, capacity, etc. Regulatory Environment: Identify any local regulations, permits, or licenses required to operate a wedding venue. Understand any upcoming regulatory changes that could impact the industry. Technological Trends: Investigate emerging technologies that could be relevant, like virtual tours, live streaming capabilities, or advanced lighting/sound systems. SWOT Analysis: Based on your findings, conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for your business or potential business idea. This information will help you form a financial plan. Forecasting: Using the data collected, make projections about the future of the wedding venue market in your area. This will be valuable for long-term planning. Describing Your Organization and Management Structure In your business plan, name your business structure and management structure. For example, if you’re a partnership, name the people and their roles and responsibilities. If you’re a Limited Liability Corporation (LLC), name the owner. Provide information about the individuals involved. The simplest method to achieve this is by incorporating a brief resume that outlines their previous employment, educational background, and any prior experience in business ownership. Outlining Your Wedding Venue Services What types of weddings can you accommodate? Black tie or Rustic? Small groups or 500 plus guests? Do you possess or have access to a distinctive feature like a covered bridge, a beautiful view, or a picturesque watercourse? If your primary emphasis is on outdoor weddings, how will you handle situations when the weather doesn’t cooperate? Do you provide limo services? Horse-drawn carriages? Set the scene when you describe the services. Remember that planning a wedding can be very stressful for people – if you can provide (subcontract) the caterer and photographer, customers may be grateful to have fewer details to juggle. Developing Your Marketing and Sales Strategy Marketing and sales are an important part of the wedding venue business plan template. Here are some key elements of the marketing and sales plan: Marketing Branding: Develop a strong brand identity (logo, colors, messaging). Define your venue’s unique selling proposition (USP). Website Development: Create a user-friendly, visually appealing website. Include high-quality photos, videos, and virtual tours of the venue. Add client testimonials and a blog section with wedding tips. Social Media: Regularly post on platforms popular with your target audience (e.g., Instagram, Pinterest, Facebook). Share real weddings and behind-the-scenes content, and engage with followers. Search Engine Optimization (SEO): Optimize your website for search engines to drive organic traffic. Utilize local SEO practices to appear in local searches. Online Advertising: Invest in pay-per-click (PPC) campaigns targeting wedding-related keywords. Use social media ads to target engaged couples in your area. Networking: Collaborate with wedding planners, photographers, and caterers to get referrals. Attend wedding fairs and industry events. Email Marketing: Capture emails through your website. Send newsletters with special offers, upcoming events, and wedding tips. Content Creation: Share blog posts about wedding planning, venue decor ideas, and other relevant topics. Consider creating video content or webinars. Public Relations: Get featured in wedding magazines, blogs, and other media. Foster relationships with influencers in the wedding industry. Feedback and Reviews: Encourage satisfied clients to leave positive reviews on platforms like Google and wedding-specific sites. Respond to feedback constructively and promptly. Sales Site Visits: Offer personalized venue tours for potential clients. Ensure the venue is always presentable. Pricing Packages: Offer tiered packages to cater to different budgets. Provide customizable options for flexibility. Open House Events: Host open house days where potential clients can experience the venue. Collaborate with other vendors for live demonstrations (e.g., catering, decor). Follow-up: Have a system in place to follow up with leads after initial contact or tours. Use a CRM system to track interactions and manage relationships. Referral Program: Offer incentives to past clients or vendors for referring new clients. Special Promotions: Offer limited-time discounts or added-value services during off-peak seasons. Quality Service: Ensure excellent customer service at every touchpoint. Provide clients with clear contracts and transparent communication. Upselling Opportunities: Offer additional services like decor rentals, extended hours, or partnered catering services. Highlight unique features of your venue that can be added at a premium. Training: Regularly train sales staff on the venue’s features, pricing, and how to handle objections. Feedback Loop: Regularly solicit feedback from clients to refine the sales process. Adjust strategy based on performance metrics and customer feedback. Creating Your Financial Projections This can be a daunting part of the business plan, but once you put the numbers together, you’ll have a clearer picture to help you make your financial plan. Start-Up Costs: List all initial costs required to start the business. This might include costs like licenses, initial inventory, equipment, lease deposits, website development, branding, and any other one-time costs. Sales and Revenue Forecast: Estimate the number of units or services you expect to sell monthly. Multiply this by the price per unit or service to get monthly revenue. Be realistic. It’s common for businesses to have slow sales at the start. Cost of Goods Sold (COGS): Calculate the direct costs associated with producing a product or delivering a service. For product-based businesses, this includes material and manufacturing costs. Operating Expenses: List recurring monthly costs like rent, utilities, salaries, marketing, and other overheads. Don’t forget about periodic costs like yearly licenses or subscriptions. Profit & Loss Projection: Subtract COGS and operating expenses from your sales forecast to estimate monthly profit or loss. This can be done on a monthly basis for the first year and then annually for the next two to five years. Break-Even Analysis: Determine when the business will start making a profit. This is the point where total revenues equals total costs. Cash Flow Forecast: Track when money will come in and go out. This is crucial to ensure you always have enough cash on hand to cover expenses, especially if customers don’t pay immediately or if there are seasonal variations in sales. Balance Sheet Projection: Create an anticipated balance sheet for the end of the year. It should include assets (both current and fixed), liabilities, and owner’s equity. Adjust for Seasonality and Growth: Adjust monthly projections if your business is seasonal (e.g., a holiday store). For growth, factor in a reasonable monthly or yearly growth rate based on industry averages and your marketing efforts. Scenario Analysis: Develop best-case, worst-case, and expected-case scenarios. This helps you prepare for different possibilities and understand potential risks. Type of ProjectionDescription Start-Up CostsList all initial costs needed to commence business operations. This includes items like licenses, initial inventory, equipment, deposits, website development, branding, etc. Sales and Revenue ForecastMonthly estimates of units or services expected to be sold multiplied by their prices. Note: It's common for slow initial sales. Cost of Goods Sold (COGS)Direct costs of producing a product or delivering a service. For products, this can be material and manufacturing costs. Operating ExpensesMonthly recurring costs including rent, utilities, salaries, marketing, and other overheads. Consider periodic costs like yearly licenses or subscriptions. Profit & Loss ProjectionMonthly profit or loss estimated by subtracting COGS and operating expenses from the sales forecast. Done monthly for the first year, then annually for the subsequent 2-5 years. Break-Even AnalysisThe point where total revenues match total costs, indicating when the business will start making a profit. Cash Flow ForecastPredicting the inflow and outflow of cash. Essential for ensuring sufficient cash is available to cover expenses, considering payment delays or seasonal variations. Balance Sheet ProjectionAn expected balance sheet at the end of the year, detailing assets (current and fixed), liabilities, and owner's equity. Adjust for Seasonality and GrowthFor businesses with seasonal variations, adjust projections accordingly. For growth, consider a feasible monthly or yearly growth rate based on industry norms and marketing plans. Scenario AnalysisContemplating best-case, worst-case, and expected-case scenarios. A valuable tool for risk understanding and preparation. Using a Wedding Venue Business Plan Template There are numerous templates for creating a business plan. However, given the service nature of the wedding venue business plan, you’ll need to adapt the typical template to include a section on the services you will provide. FAQs: Wedding Venue Business Plan Can owning a Wedding venue be profitable? The US wedding industry is a multi-billion dollar sector. The venue is typically one of the most significant expenses for couples and is often the largest portion of the wedding budget. Wedding venue businesses can include “add-ons” such as catering, decor, a wedding planning app for couples, and other services, which will increase profitability. You can also include equipment rentals, such as a sound system or on-site overnight lodging. However, profitability can be seasonal. The typical peak wedding seasons are spring and summer. Also, economic downturns can impact couples’ wedding budgets, which can affect bookings and pricing. How can I increase my Wedding venue revenue? Try to keep overhead costs down. If you’re managing a large area or maintaining a historic building, costs can be high. Also, add on services such as catering, equipment rentals, photography and other options. You can subcontract those services but charge the subcontractors a percentage. What is the first step in creating a successful Wedding venue business plan? Utilize a pre-existing business plan template and make necessary adjustments. Gather feedback from family, friends, and business associates. How long should a Wedding venue business plan be? There’s no set length. It should include all the needed elements. What makes a Wedding venue business plan effective? As is common with all business plans, the most effective plan is one that is regularly revisited and adjusted as needed. Can I use a template for my Wedding venue business plan? Yes, you can use a business plan template or business startup checklist and adjust it to add sections, such as including the services you’ll provide with your Wedding Venue business. How often should I update my Wedding venue business plan? As a minimum, it should be revisited and updated yearly. Since the business times for a wedding venue business are typically spring and summer, checking the business plan can be accomplished in the fall or winter months annually. Image: Depositphotos This article, "A Step-by-Step Wedding Venue Business Plan" was first published on Small Business Trends View the full article

The wedding venue business is constantly evolving. To attract customers – and make money – the wedding venue business owner has to keep tabs on what people want, provide excellent customer service and be ready to adapt. To accomplish this in the ultra-competitive wedding venue industry, you’ll need a business plan that includes options for pivoting as the market demands. Understanding the Wedding Venue Business We’ll start with an overview of trends and challenges in the wedding venue business: Trends Eco-friendly Venues: With a rising emphasis on sustainability and environmental consciousness, many couples are seeking out eco-friendly venues. This includes places that utilize renewable energy, practice waste reduction, or are located in natural, conservation-friendly settings. Smaller, Intimate Weddings: Especially after the COVID-19 pandemic, there’s been a shift towards micro-weddings and elopements. These are smaller, more intimate events, often with less than 50 guests. Versatility: Venues that can adapt to a variety of settings and themes are in demand. For example, a barn that can be dressed up for a glamorous event or toned down for a rustic feel is highly sought after. All-inclusive Packages: Many couples prefer venues that offer comprehensive services, from catering to decor to photography. This simplifies the planning process. Cultural and Non-traditional Venues: As societies grow more diverse, there is an increasing demand for venues that accommodate specific cultural or non-traditional ceremonies. Technology Integration: Modern weddings often incorporate technology. This includes things like live streaming for remote guests, drones for photography, and high-quality audio-visual setups for entertainment. Experiential Weddings: More than just a ceremony and reception, couples are now looking for venues that offer unique experiences, perhaps weekend-long activities or interactive elements for guests. Challenges Economic Fluctuations: Economic downturns can result in fewer weddings or reduced wedding budgets. Increased Competition: With the rise of unique and non-traditional venues, traditional venues may find it harder to attract clients. Regulations and Licensing: Meeting local regulations, obtaining the necessary licenses, and ensuring public safety can be complicated and costly. Weather Concerns: Outdoor venues, in particular, are at the mercy of unpredictable weather, which can disrupt events. Keeping Up with Trends: The wedding industry is trend-driven. Venue owners need to update and adapt to ensure they remain appealing continuously. COVID-19 and Health Concerns: The pandemic led to the closure or significant restrictions on many venues. As we transition back to “normal,” it’s important to be aware of the new health and safety considerations that have emerged. High Expectations: Thanks to platforms like Pinterest and Instagram, couples often have very high expectations and specific visions for their weddings. Meeting these expectations can be challenging. Seasonality: The wedding venue business can be highly seasonal, with certain times of the year (like spring and summer) being particularly busy, while other periods are much quieter. This seasonality can present cash flow challenges. The Importance of a Robust Wedding Venue Business Plan A business plan template is just that – an outline that includes the elements that are necessary in any business plan. The wedding venue business plan should include options for continued growth in the wedding venue business. For example, part of the business plan should include ways to keep up with trends in the wedding event venue. You can do that by attending related events, such as Bride Expos or Travel Conventions. When you connect with others in the wedding planning industry, whether it’s related to dresses or destinations, you’ll be able to monitor current customer trends. This awareness is a crucial element of any wedding venue business plan. Creating Your Wedding Venue Business Plan: A Step-by-Step Guide Every business plan includes certain elements. A well-written business plan is a crucial part of the business’s future, especially when it’s time to seek financing. In addition to receiving all the pertinent financial information, lenders want to see a comprehensive business plan. Writing Your Executive Summary The executive summary is a description of the business. It should include the business name and location, as well as contact information for the owner and/or partners. The executive summary should also describe all the services that will be provided at the wedding venue, such as photography, catering, lodging, and more. If you also plan on learning how to become a wedding planner to offer extra services to couples who book your venue, include those offerings in this section. The mission statement should be carefully crafted and include the reasons for starting that type of business. Crafting Your Company Description The company description is an expansion of the executive summary in the business plan. It should include the history of the business, such as an owner’s prior employment as a wedding planner, restaurant owner/caterer, or other related employment history. It should also include – while not being etched in stone – the nature of the wedding venue services that will be offered. This part should be “written in pencil” as it’s the most likely part of the business plan, which may be tweaked to adapt to the market. Conducting a Thorough Market Analysis of Wedding Venues In the wedding venue business, market analysis should be regularly conducted. Here are the key elements: Define the Objective: Understand why you’re conducting the analysis. Are you trying to start a new venue, optimize an existing venue, or perhaps diversify your services? Define the Geographic Scope: Are you targeting a particular city, region, or country? Clarifying this will assist you in refining your research. Industry Overview: Total number of weddings per year in your chosen area. Average spending on wedding venues. Growth trends in the wedding industry. Segmentation: Identify different segments within the wedding venue market. For example: Luxury venues vs. budget-friendly venues. Urban venues vs. countryside venues. Traditional venues vs. non-traditional venues. Competitive Analysis: Identify major competitors in each segment. Analyze their strengths, weaknesses, services offered, pricing, and unique selling propositions. Look at their online presence, customer reviews, and any media coverage. Demand Analysis: Conduct surveys or focus groups to understand what couples are looking for in a wedding venue. Understand emerging preferences, such as eco-friendliness, technological integrations, or unique experiences. Supply Analysis: Determine the number of venues available in your chosen area. Understand their capacity, availability, and booking trends. Pricing Analysis: Understand the average price range for wedding venues in your area. Determine the factors that influence pricing, like location, services, capacity, etc. Regulatory Environment: Identify any local regulations, permits, or licenses required to operate a wedding venue. Understand any upcoming regulatory changes that could impact the industry. Technological Trends: Investigate emerging technologies that could be relevant, like virtual tours, live streaming capabilities, or advanced lighting/sound systems. SWOT Analysis: Based on your findings, conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for your business or potential business idea. This information will help you form a financial plan. Forecasting: Using the data collected, make projections about the future of the wedding venue market in your area. This will be valuable for long-term planning. Describing Your Organization and Management Structure In your business plan, name your business structure and management structure. For example, if you’re a partnership, name the people and their roles and responsibilities. If you’re a Limited Liability Corporation (LLC), name the owner. Provide information about the individuals involved. The simplest method to achieve this is by incorporating a brief resume that outlines their previous employment, educational background, and any prior experience in business ownership. Outlining Your Wedding Venue Services What types of weddings can you accommodate? Black tie or Rustic? Small groups or 500 plus guests? Do you possess or have access to a distinctive feature like a covered bridge, a beautiful view, or a picturesque watercourse? If your primary emphasis is on outdoor weddings, how will you handle situations when the weather doesn’t cooperate? Do you provide limo services? Horse-drawn carriages? Set the scene when you describe the services. Remember that planning a wedding can be very stressful for people – if you can provide (subcontract) the caterer and photographer, customers may be grateful to have fewer details to juggle. Developing Your Marketing and Sales Strategy Marketing and sales are an important part of the wedding venue business plan template. Here are some key elements of the marketing and sales plan: Marketing Branding: Develop a strong brand identity (logo, colors, messaging). Define your venue’s unique selling proposition (USP). Website Development: Create a user-friendly, visually appealing website. Include high-quality photos, videos, and virtual tours of the venue. Add client testimonials and a blog section with wedding tips. Social Media: Regularly post on platforms popular with your target audience (e.g., Instagram, Pinterest, Facebook). Share real weddings and behind-the-scenes content, and engage with followers. Search Engine Optimization (SEO): Optimize your website for search engines to drive organic traffic. Utilize local SEO practices to appear in local searches. Online Advertising: Invest in pay-per-click (PPC) campaigns targeting wedding-related keywords. Use social media ads to target engaged couples in your area. Networking: Collaborate with wedding planners, photographers, and caterers to get referrals. Attend wedding fairs and industry events. Email Marketing: Capture emails through your website. Send newsletters with special offers, upcoming events, and wedding tips. Content Creation: Share blog posts about wedding planning, venue decor ideas, and other relevant topics. Consider creating video content or webinars. Public Relations: Get featured in wedding magazines, blogs, and other media. Foster relationships with influencers in the wedding industry. Feedback and Reviews: Encourage satisfied clients to leave positive reviews on platforms like Google and wedding-specific sites. Respond to feedback constructively and promptly. Sales Site Visits: Offer personalized venue tours for potential clients. Ensure the venue is always presentable. Pricing Packages: Offer tiered packages to cater to different budgets. Provide customizable options for flexibility. Open House Events: Host open house days where potential clients can experience the venue. Collaborate with other vendors for live demonstrations (e.g., catering, decor). Follow-up: Have a system in place to follow up with leads after initial contact or tours. Use a CRM system to track interactions and manage relationships. Referral Program: Offer incentives to past clients or vendors for referring new clients. Special Promotions: Offer limited-time discounts or added-value services during off-peak seasons. Quality Service: Ensure excellent customer service at every touchpoint. Provide clients with clear contracts and transparent communication. Upselling Opportunities: Offer additional services like decor rentals, extended hours, or partnered catering services. Highlight unique features of your venue that can be added at a premium. Training: Regularly train sales staff on the venue’s features, pricing, and how to handle objections. Feedback Loop: Regularly solicit feedback from clients to refine the sales process. Adjust strategy based on performance metrics and customer feedback. Creating Your Financial Projections This can be a daunting part of the business plan, but once you put the numbers together, you’ll have a clearer picture to help you make your financial plan. Start-Up Costs: List all initial costs required to start the business. This might include costs like licenses, initial inventory, equipment, lease deposits, website development, branding, and any other one-time costs. Sales and Revenue Forecast: Estimate the number of units or services you expect to sell monthly. Multiply this by the price per unit or service to get monthly revenue. Be realistic. It’s common for businesses to have slow sales at the start. Cost of Goods Sold (COGS): Calculate the direct costs associated with producing a product or delivering a service. For product-based businesses, this includes material and manufacturing costs. Operating Expenses: List recurring monthly costs like rent, utilities, salaries, marketing, and other overheads. Don’t forget about periodic costs like yearly licenses or subscriptions. Profit & Loss Projection: Subtract COGS and operating expenses from your sales forecast to estimate monthly profit or loss. This can be done on a monthly basis for the first year and then annually for the next two to five years. Break-Even Analysis: Determine when the business will start making a profit. This is the point where total revenues equals total costs. Cash Flow Forecast: Track when money will come in and go out. This is crucial to ensure you always have enough cash on hand to cover expenses, especially if customers don’t pay immediately or if there are seasonal variations in sales. Balance Sheet Projection: Create an anticipated balance sheet for the end of the year. It should include assets (both current and fixed), liabilities, and owner’s equity. Adjust for Seasonality and Growth: Adjust monthly projections if your business is seasonal (e.g., a holiday store). For growth, factor in a reasonable monthly or yearly growth rate based on industry averages and your marketing efforts. Scenario Analysis: Develop best-case, worst-case, and expected-case scenarios. This helps you prepare for different possibilities and understand potential risks. Type of ProjectionDescription Start-Up CostsList all initial costs needed to commence business operations. This includes items like licenses, initial inventory, equipment, deposits, website development, branding, etc. Sales and Revenue ForecastMonthly estimates of units or services expected to be sold multiplied by their prices. Note: It's common for slow initial sales. Cost of Goods Sold (COGS)Direct costs of producing a product or delivering a service. For products, this can be material and manufacturing costs. Operating ExpensesMonthly recurring costs including rent, utilities, salaries, marketing, and other overheads. Consider periodic costs like yearly licenses or subscriptions. Profit & Loss ProjectionMonthly profit or loss estimated by subtracting COGS and operating expenses from the sales forecast. Done monthly for the first year, then annually for the subsequent 2-5 years. Break-Even AnalysisThe point where total revenues match total costs, indicating when the business will start making a profit. Cash Flow ForecastPredicting the inflow and outflow of cash. Essential for ensuring sufficient cash is available to cover expenses, considering payment delays or seasonal variations. Balance Sheet ProjectionAn expected balance sheet at the end of the year, detailing assets (current and fixed), liabilities, and owner's equity. Adjust for Seasonality and GrowthFor businesses with seasonal variations, adjust projections accordingly. For growth, consider a feasible monthly or yearly growth rate based on industry norms and marketing plans. Scenario AnalysisContemplating best-case, worst-case, and expected-case scenarios. A valuable tool for risk understanding and preparation. Using a Wedding Venue Business Plan Template There are numerous templates for creating a business plan. However, given the service nature of the wedding venue business plan, you’ll need to adapt the typical template to include a section on the services you will provide. FAQs: Wedding Venue Business Plan Can owning a Wedding venue be profitable? The US wedding industry is a multi-billion dollar sector. The venue is typically one of the most significant expenses for couples and is often the largest portion of the wedding budget. Wedding venue businesses can include “add-ons” such as catering, decor, a wedding planning app for couples, and other services, which will increase profitability. You can also include equipment rentals, such as a sound system or on-site overnight lodging. However, profitability can be seasonal. The typical peak wedding seasons are spring and summer. Also, economic downturns can impact couples’ wedding budgets, which can affect bookings and pricing. How can I increase my Wedding venue revenue? Try to keep overhead costs down. If you’re managing a large area or maintaining a historic building, costs can be high. Also, add on services such as catering, equipment rentals, photography and other options. You can subcontract those services but charge the subcontractors a percentage. What is the first step in creating a successful Wedding venue business plan? Utilize a pre-existing business plan template and make necessary adjustments. Gather feedback from family, friends, and business associates. How long should a Wedding venue business plan be? There’s no set length. It should include all the needed elements. What makes a Wedding venue business plan effective? As is common with all business plans, the most effective plan is one that is regularly revisited and adjusted as needed. Can I use a template for my Wedding venue business plan? Yes, you can use a business plan template or business startup checklist and adjust it to add sections, such as including the services you’ll provide with your Wedding Venue business. How often should I update my Wedding venue business plan? As a minimum, it should be revisited and updated yearly. Since the business times for a wedding venue business are typically spring and summer, checking the business plan can be accomplished in the fall or winter months annually. Image: Depositphotos This article, "A Step-by-Step Wedding Venue Business Plan" was first published on Small Business Trends View the full article

The folks at Seer put together a study looking at how the click-through rates of the Google organic and paid search results are impacted by having AI Overviews on the page. And the short answer is, AI Overviews seem to be hurting the click-through rates in a big way.View the full article

On Saturday, a little less than two weeks into his second term in the White House, President Donald Trump fired Rohit Chopra, who’d served as the director of the Consumer Financial Protection Bureau (CFPB) since October 2021. During his tenure, the Bureau oversaw the return of some $6 billion from financial services providers—banks, credit card companies, mortgage brokers, payday lenders, and so on—who defrauded, gouged, swindled, harassed, stole from, lied to, discriminated against, or otherwise harmed consumers in violation of federal law. In a letter announcing his departure, Chopra expressed hope that the Bureau would “continue to be a pillar of restoring and advancing economic liberty in America,” and wished Trump “good luck in serving our great country.” The most surprising aspect of Chopra’s termination was that Trump waited so long to do it. Congress created the Bureau after the Great Recession to consolidate enforcement authority for consumer protection laws in a single, independent agency. And although Chopra had about a year and a half remaining in his five-year term, Republicans had anticipated that Trump would quickly move to replace him with a director more sympathetic to banking executives eyeing megayacht purchases. In November, shortly after Elon Musk announced the “Department of Government Efficiency” that is now setting fire to the civil service, he called for Trump to “delete” the Bureau posthaste. “There are too many duplicative regulatory agencies,” he said. A firm belief in the villainy of the Bureau has become common of late not only among Wall Street behemoths who want to squeeze poor people for money they do not have, but also among Silicon Valley oligarchs eager to see their fintech and crypto startups compete with the traditional banking industry. Last fall, the CFPB probed allegations that Meta had improperly used personal financial data in its targeted advertising business; in response, during a recent interview on Joe Rogan’s podcast, Meta CEO Mark Zuckerberg suggested the emergence among regulators of a “quiet consensus” that tech companies like his needed to be brought to heel. In November, and also on Joe Rogan’s podcast, the venture capitalist Marc Andreessen accused the CFPB of “terrorizing anybody who tries to do anything new in financial services.” In a possibly related story, as Ryan Cooper at The American Prospect notes, in 2021, the CFPB ordered the closure of LendUp, a fintech startup, after determining that the company lied to customers about how they could qualify for better loan terms. Among LendUp’s backers: Google Ventures, PayPal Holdings, and Marc’s firm, Andreessen Horwitz. Sure enough, on Monday, Trump named hedge fund manager Scott Bessent, whom the Senate confirmed as Secretary of the Treasury last week, as the CFPB’s acting director, pending Trump’s decision on Chopra’s permanent replacement. According to NPR, among Bessent’s first acts in his side gig was directing CFPB employees to stop doing anything—implementing new rules, taking enforcement actions, even communicating with the public—in order to “promote consistency with the goals of the Administration.” There is no subtext here: Republicans do not want to install a new person to lead the CFPB so much as they want to kill it. Trump’s return to the White House—and the elevation of Musk, an unelected billionaire with a rudimentary-at-best understanding of how government works, to the position of shadow president—is their best chance in years to do it. Since it opened in 2011, the Bureau has probably done more to rein in abuses of corporate power than any agency in recent memory, returning an estimated $20 billion to millions of consumers victimized by junk fees, predatory loans, and the like. (It was still busy a week before Trump’s inauguration, suing Capital One for allegedly bilking customers out of more than $2 billion in interest payments.) In an effort to shield the Bureau from regulatory capture, the Congress that created the CFPB limited the president’s ability to fire its director, allowing for removal only in cases of “inefficiency, neglect of duty, or malfeasance in office.” A consumer protection watchdog vulnerable to kneecapping by a president with no interest in protecting consumers, lawmakers reasoned, would not do much to prevent the industry from inciting another global financial crisis at its earliest convenience. These statutory handcuffs have long infuriated Republican politicians, who argue that forcing usurious student lenders to comply with modest restrictions on their ability to saddle borrowers with late fees is an unconscionable constraint on their beloved free market. In a 2014 interview with an industry publication, then-Congressman Mick Mulvaney described the Bureau as a “joke” in a “sick, sad kind of way,” a sentiment shared by many of his Republican colleagues at the time.“I don’t like the fact that the CFPB exists,” he said in 2015; that same year, he co-sponsored legislation to abolish the Bureau altogether. Although bills like Mulvaney’s never passed, the Bureau’s opponents started chalking up real victories during the first Trump administration. For starters, Trump appointed Mulvaney as the Bureau’s interim director in November 2017, a choice that is roughly analogous to me asking my dog to keep an eye on a 72-ounce porterhouse while I run to the store to pick up a nice bottle of red. Like Bessent, at the time of his promotion, Mulvaney already had a Senate-confirmed day job as director of Trump’s Office of Management and Budget; according to The New York Times, by June 2018, he was only going into the Bureau’s offices twice a week. Also like Bessent, Mulvaney set about the task of bringing the Bureau’s work to a grinding halt, asking courts to block the implementation of new rules and pausing or dropping some investigations, including a lawsuit against a lender that allegedly charged interest rates of up to 950%. Also among the probes the Bureau ended: one of a South Carolina-based payday lender whose political action committee donated at least $4,500 to Mulvaney when he was still in Congress. Then, in 2020, the Supreme Court’s five-justice Republican majority decided that those pesky firing protections created by Congress were unconstitutional. Although the justices rejected the more ambitious argument that the law compelled them to abolish the entire Bureau and strike down a decade’s worth of rules by judicial fiat, they made clear that going forward, presidents like Trump would be able to fire directors like Choprit whenever they felt like it. Musk’s takeover of vast swaths of the federal government, however, is the most serious threat yet to the Bureau, and to anyone who aspires to live in a country in which financial institutions have to comply with laws that require them to treat customers fairly. When he called for its elimination, Musk characterized the Bureau as “duplicative” of other regulatory agencies—essentially framing its work as wasteful and unnecessary, and the notion of closing its doors as a straightforward matter of prudent administration and good governance. But like every other institution that Musk is using DOGE to target, Musk’s conception of “inefficient” government spending is any government spending that does not align with his political ideology, or go into his pockets, or both. Musk has long aspired to make X, the social media platform he bought and ruined, into an “everything app” on which users can pay for purchases, transfer money to friends, and even earn interest on their account balance. Earlier this month, X rolled out a partnership with Visa that would allow it to dispense with onerous state-by-state bank licensing requirements and turn X Money into a Venmo-like digital wallet and peer-to-peer payments service. Linda Yaccarino, X’s chief executive, promised that with Visa in the fold, X Money would debut its services before the end of the year. Under ordinary circumstances, a microblogging website owned by a White House employee announcing imminent plans to enter the financial services business could expect to undergo rigorous scrutiny from the Bureau. As CNET notes, details about “how secure your banking data is” on X Money are “still unclear,” which is the sort of thing about which users will want to know more before opening virtual checking accounts on a platform ridden with porn bots, crypto scams, and crypto scams run by likely porn bots. Just a few months ago, the CFPB under Chopra’s leadership ordered Amazon, Apple, Facebook, Google, and other X competitors to turn over information about how they operate their digital payment systems, citing its ongoing obligation to “monitor for risks to consumers.” Presumably, none of these companies will have to comply with these orders on Bessent’s watch, and X will not be receiving one anytime soon. In Musk’s ideal world, he would be able to turn X into an app that can access your life savings without having to contend with the CFPB at all. But a CFPB run by a Trump lackey under strict orders not to do any meaningful work is a pretty appealing alternative. Complaining about the CFPB’s purported “inefficiency” is a lazy repackaging of the Republican Party’s standard objections to any agency that is good at its job: Safeguarding the financial interests of everyday people is indeed an inefficient method of making the Republican Party’s corporate donors wealthier. But years of sustained political attacks from the right have already weakened the CFPB. The movement fueling the Trump-Musk presidency might be able to quietly finish it off. View the full article

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