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After filing for bankruptcy protection and being nearly obliterated in the process, discount retail chain Big Lots is getting closer to determining the timeline for its path forward, the brand’s new owner has confirmed with Fast Company. Variety Wholesalers, the North Carolina-based retail company that is seeking to take control of hundreds of Big Lots locations—mostly in the South and Midwest—now has a tentative plan in place for the “soft openings” of many of those stores, according to a spokesperson. Although a bankruptcy filing earlier this month identified 200 locations that are expected to be transferred to Variety, not all of the stores have been assigned yet by the courts. The locations that do ultimately move forward are likely to be dark for a period of weeks or even months following the transfer of their leases as Variety determines what preparations or alterations are needed for each location. Big Lots, which had more than 800 locations before it filed for bankruptcy, has been in the process of closing stores and holding going-out-of-business sales for months. Openings expected from early April through early June Soft opening dates for the Big Lots stores that go forward under Variety Wholesalers are expected to begin in early April and go through early June, according to Jeff King, Variety’s vice president of sales and marketing, although the timeline could still change. The openings are expected to be completed in four separate “waves,” but Variety is still determining which wave will be assigned to certain stores as the bankruptcy process continues. The company said it will share the full list when it becomes available. The states with the most Big Lots locations that are expected to move forward include Alabama, Florida, Georgia, Ohio, Michigan, Kentucky, Pennsylvania, North Carolina, South Carolina, Tennessee, Virginia, and West Virginia. Privately held Variety Wholesalers is the parent company of Roses, Maxway, Super 10, and other discount retail chains. Late last year, it announced plans to take over at least 200 Big Lots locations as part of a last-minute deal with Gordon Brothers, the liquidation firm that has been managing store closures. Big Lots had previously said that it would close every location. View the full article

Some people have fully stocked bars—the rest of us make do with a rotating cast of liquors and ingredients. If that's you, Drinkable is a totally free app that tells you which cocktails you can make with the ingredients you have on hand. Even better: it works offline, perfect if you're stranded in a cabin with a well-stocked bar but no wireless signal (it happens, believe me). This application, available for iOS and Android with no ads or in-app-payments, includes a catalogue of over 150 drinks. This means you could use it to quickly look up the recipe for all of the common cocktails. To get started, install the app from Google Play or the App Store. You can start searching for recipes right away. Honestly, the application is perfectly useful just as a pocket recipe book for all the classic cocktails. To me, though, the real fun happens when you head to the Ingredients tab and start entering which things you have on hand. While browsing recipes, you'll see checkmarks next to the ingredients you have on hand. Or, if you prefer, you can filter the recipes to only see drinks you can make with your current ingredients. Tap any of them and you'll see the recipe. Credit: Justin Pot Scroll down past the list of drinks you can make with current ingredients and you'll see a list of drinks that you're one ingredient away from making. Basically, this app is built around showing you what drinks you can make with what you have on hand while also pointing out things you could make with just a few more things. I like this because it can help inform your next shopping trip without totally overwhelming you. Even if you don't want to bother with inventory management, this app is a handy reference—and it's completely free (with no in app purchases). Whether you're making a quick drink for yourself or a batch of bottled cocktails for a party, you'll have the knowledge you need. View the full article

Even with the resources to chase after all our stolen handsets, let’s not kid ourselves it would solve the problem View the full article

Matt Ries has lived in Florida only three years, but everyone told him last summer was unusually hot. That was followed by three hurricanes in close succession. Then temperatures dropped below freezing for days this winter, and snow blanketed part of the state. To Ries, 29, an Ohio native now in Tampa, the extreme weather—including the bitter cold—bore all the hallmarks of climate change. “To me it’s just kind of obvious,” said Ries, a project manager for an environmental company and self-described conservative-leaning independent. “Things are changing pretty drastically; just extreme weather all across the country and the world. . . . I do think humans are speeding up that process.” About 8 in 10 U.S. adults say they have experienced some kind of extreme weather in recent years, according to a new poll from the Associated Press-NORC Center for Public Affairs Research, with about half saying they’ve been personally affected by severe cold weather or severe winter storms. Among those saying severe cold was among the types of extreme weather they experienced, about three-quarters say climate change is at least a partial cause of those events—suggesting that many understand global warming can create an unstable atmosphere that allows cold air from the Arctic to escape farther south more often. Midwesterners are most likely to feel the brunt of the cold weather, with about 7 in 10 adults who live in the Midwest experiencing severe cold in the past five years, compared with about half of residents of the South and the Northeast and about one-third of those in the West, the survey found. “It’s counterintuitive to think, ‘Oh, gee, it’s really cold. That probably has something to do with global warming,'” said Liane Golightly-Kissner, of Delaware, Ohio, north of Columbus, who believes climate change is influencing many weather extremes. Golightly-Kissner, 38, said it was so cold this winter that schools were closed and her family let faucets drip to prevent burst pipes. She remembers one extremely cold day when she was a child in Michigan, but she says now it seems to happen more often and over multiple days. The poll also found that, while only about one-quarter of U.S. adults feel climate change has had a major impact on their lives so far, about 4 in 10 think it will in their lifetimes—including on their health, local air quality, and water availability. About half of adults under age 30 believe climate change will impact them personally. About 7 in 10 U.S. adults believe climate change is occurring, and they are much more likely to think it has had or will have a major impact on them than those who say climate change isn’t happening. Americans are catching on, said Anthony Leiserowitz, director of the Yale Program on Climate Change Communication, who credits a combination of media coverage, political leaders speaking up, and public concerns that creates a “symbiotic relationship.” “We have seen growing awareness among the American people that climate change is affecting them here and now,” though many still see it as a distant problem that their grandchildren will have to worry about, he said. Rosiland Lathan, 60, of Minden, Louisiana, said she’s a believer because it seems that summers are getting hotter and winters colder—including a couple years ago, when snow and ice kept her car stuck at work for several days. This winter, she said, there was a stretch of temperatures in the teens and 20s, while a couple of summers ago, it got “real, real hot” with highs in the 100s. “It’s normally hot in Louisiana, but not that hot,” Lathan said. Hurricanes, wildfires, and other natural disasters, like the devastating Southern California fires, also have many concerned that climate change could lead to higher property insurance premiums and household energy costs. About 6 in 10 U.S. adults are “extremely” or “very” concerned about increasing property insurance premiums, and just over half are similarly concerned about climate change’s impact on energy costs, the AP-NORC survey found. About half are “extremely” or “very” concerned that climate change will increase costs for local emergency responders and infrastructure costs for government. Republicans are less worried than Democrats and independents. The survey also found broad support for a range of measures to help people who live in areas becoming more susceptible to extreme weather and natural disasters, with the exception of restricting new construction in these communities. About 6 in 10 U.S. adults said they “somewhat” or “strongly” favor providing money to local residents to help them rebuild in the same community after disasters strike, while similar shares support providing money to make residents’ property more resistant to natural disasters and providing homeowners’ insurance to people who cannot get private insurance. About one-quarter of Americans neither favor nor oppose each of these proposals, while around 1 in 10 are “somewhat” or “strongly” opposed. When it comes to restricting new construction, opinion is more divided. About 4 in 10 “somewhat” or “strongly” favor restricting new construction in areas that are especially vulnerable to natural disasters, about 4 in 10 have a neutral view and about 2 in 10 are “somewhat” or “strongly” opposed. Golightly-Kissner said she believes there should be rebuilding restrictions or tougher building standards in disaster-prone areas. “These extreme weather conditions, they’re not going anywhere, and it would be hubris for us to continue in the same way,” she said. “I think we we have to change. We have to look toward the future and what’s the best way to keep our lives together when this happens again. Because it’s really not a question of if, it’s when.” Webber reported from Fenton, Michigan. _ The AP-NORC poll of 1,112 adults was conducted Feb. 6-10, using a sample drawn from NORC’s probability-based AmeriSpeak Panel, which is designed to be representative of the U.S. population. The margin of sampling error for adults overall is plus or minus 4.1 percentage points. _ The Associated Press’ climate and environmental coverage receives financial support from multiple private foundations. The AP is solely responsible for all content. Find the AP’s standards for working with philanthropies, a list of supporters and funded coverage areas at AP.org. —Tammy Webber and Amelia Thomson-DeVeaux, Associated Press View the full article

When it comes to managing your finances and taxes, consider advice from TikTok with a hefty grain of salt. Certain tax "loopholes" may go viral, but that doesn't mean they're good for your specific tax situation. TikTok's bite-sized videos have a habit of distilling nuanced tax strategies into just a few sentences—a recipe for misinformation. This advice is lightly misleading at best, and totally inaccurate at worst. Blindly following this advice could cost you in penalties, back taxes owed, and a tremendous hassle. Let's take a look at the questionable TikTok tax advice I've seen and how you can make sure it doesn't lead you and your money astray. Hiring your kids Some videos suggest that business owners should hire and pay their children as employees. The claim is that this allows the child to contribute to a Roth IRA using their "earned income." While it's true that only earned income can be contributed to a Roth IRA, hiring your kids has very specific requirements. The work they do must be legitimate and age-appropriate, and the pay must be reasonable for the job performed. Simply putting your children on payroll as a tax workaround could be considered fraud. Hiring your dogI've seen videos like this one garner hundreds of thousands of likes for the claim that you can write off your pet as a guard dog who protects your business. It's true that guard dog expenses are deductible if the dog is trained and of a breed fit for the job. Unfortunately, trying to deduct your corgi for occasionally barking at the door isn't going to get your very far with the IRS. Writing off your Range RoverAnother viral claim about a legal "tax loophole" advises people to write off the cost of a luxury vehicle like a Range Rover or Mercedes-Benz G-Wagon on their taxes. The truth is, according to the IRS Section 179 tax code, businesses may be able to write off a G-Wagon if it’s used for business purposes at least half of the time. Section 179 does allow businesses to deduct the full cost of certain assets like vehicles in the year they are placed into service, rather than depreciating the expense over several years. But there are very strict requirements. Additionally, there are limits on the deductible amount for luxury vehicles that exceed $19,800 for cars and $20,500 for trucks and vans in 2023. Forming an LLC to deduct personal expensesLuckily, this faulty advice seems to falling out of fashion, but sometimes old videos like this one make the rounds. Creators claim you can form a limited liability company (LLC) to deduct personal expenses like your mortgage, car payments, and even grocery bills as business expenses to reduce your taxes. While LLCs can provide some tax benefits, simply forming one doesn't magically allow you to write off all your personal costs. There are strict rules about what qualifies as a legitimate business expense. Deducting personal expenses improperly could land you in hot water with the IRS. The bottom lineWhen it comes to complex topics like these (and really all things tax-related), don't rely on brief videos from non-professionals. Improper tax strategies could inadvertently cost you much more in penalties, interest, and fees down the road. Unless a TikTok video is from a credentialed tax expert giving a general overview of tax concepts, take it with a hefty scoop of skepticism. It's best to consult a qualified tax professional who can look at your specific situation and give you legitimate, tailored advice. What makes for a good viral video rarely translates to good tax planning. View the full article

Pop culture subreddit r/Fauxmoi is facing accusations of defamation from YouTuber and podcaster Ethan Klein. Klein first rose to internet fame through his YouTube channel, h3h3Productions, which he co-created with his wife, Hila Klein. The channel now boasts 5.71 million subscribers. The Kleins caught the attention of r/Fauxmoi—a subreddit inspired by the popular Instagram story page Deuxmoi—after Hila shared an Instagram story claiming that a potential collaboration fell apart due to antisemitism. In response, the subreddit was flooded with posts resurfacing alleged problematic behavior and controversial language used by the Kleins on camera. Ethan fired back at r/Fauxmoi, sharing the subreddit post with his two million Instagram followers, comparing the subreddit to a “neo-Nazi” forum. According to a follow-up post on r/Fauxmoi, Klein then escalated the situation further by going live on YouTube, where he launched into a tirade against multiple subreddits—including r/Fauxmoi—claiming he was being “mass gaslighted” and declaring, “I’ve never seen anyone in the history of the internet be harassed like this.” Klein went on to say that the criticism against him was so extreme that “Russian propagandists would blush at the hate campaign going against us.” During the livestream, Klein also issued veiled threats, saying, “A lot of these people think they’re safe, but they will soon find out they’re not,” while hinting that he’s “preparing stuff and working behind the scenes.” He urged his followers to “stand back and stand by because there’s something in the works that I just can’t wait for.” In an interview with Kate Lindsay, who writes the Embedded Substack and co-hosts Slate’s podcast ICYMI, one of the lead moderators of r/Fauxmoi, an anonymous college student from Canada, describes how the situation has escalated to the point where two moderators were forced to delete their accounts due to the harassment and doxxing threats they were receiving. “Most people discussed on the subreddit have meaningful public reputations to maintain, and this means that pursuing petty claims against social media users and engaging in conspiracy theories is perceived as being beneath their station,” the mod told Lindsay. “When it comes to influencers (particularly those whose content is based largely on engagement and feuds rather than substance), they are often more sensitive regarding their reputations, and have less PR and business savvy.” (Neither Klein nor Reddit responded to Fast Company‘s request for comment.) But can a subreddit even be sued for defamation? Section 230 of the Communications Decency Act of 1996 states that online service providers cannot be held liable for content posted by users. This means that platforms like Reddit are not considered publishers of user-generated content. However, it’s still possible to sue for unfair content moderation. What this saga means for free speech on the internet, and the right to gossip and share information online, remains to be seen. View the full article

Back in the day, philosophers weren’t just deep thinkers—they were the ones shaping society, questioning the status quo, and pushing humanity forward. They didn’t just sit around pondering big ideas; they were the architects of real change. Fast forward to today, and while we celebrate speed, innovation, and getting things done, we often forget to pause and ask the bigger questions: Why? What if? In a world that’s more complex than ever—where technology is evolving at breakneck speed, society feels increasingly divided, and global challenges loom large—we need to bring back deep thinking. The future depends on bold, unconventional minds willing to challenge the norm, embrace nuance, and seek real transformation instead of just quick fixes. The case for a renaissance of thought In 2023, a World Economic Forum survey found that 50% of global leaders felt “overwhelmed” by the pace of change, while only 23% believed their organizations were prepared to handle future challenges. Simultaneously, a Gallup study revealed that only 33% of employees feel engaged at work, signaling a lack of meaningful connection in professional environments. These statistics underline a truth that feels almost countercultural in an age of immediate gratification: we are collectively running fast, but toward what? We have more data than ever before, yet we struggle to interpret it meaningfully. We are more connected digitally, yet we feel increasingly isolated. It’s not just technology we need to master but the thinking required to shape its purpose and impact. Reflection on my own experience I learned the power of reflection the hard way. Early in my career, I was driven by achievement—always focused on the next milestone, the next goal, the next thing that needed to be done. I equated movement with progress. But at one point, despite all the success, I felt unfulfilled. It wasn’t burnout exactly—it was a realization that I was optimizing for speed rather than impact. I decided to do something radical: I deliberately slowed down. I took time to step back from the work itself and deeply reflect on what truly mattered to me. What kind of leader did I want to be? What legacy was I building? What problems was I solving, and were they the ones that really needed solving? The insights that emerged from that reflective period didn’t just change the trajectory of my work—they changed how I approached everything. I started asking better questions. Instead of just striving for efficiency, I focused on significance. Instead of merely executing, I became intentional about impact. That shift unlocked a level of innovation I hadn’t accessed before—not because I was doing more, but because I was thinking differently. What happens when deep thinking is lost Think about how social media started out. It was supposed to bring people together, connect the world, and make communication easier. And in many ways, it did. But along the way, it’s also fueled polarization, spread misinformation, and taken a toll on mental health. The focus was all about growing fast and scaling up—without much time spent questioning the bigger picture. What if, from the start, we had asked tougher questions about how these platforms might shape society? What if deep thinkers and contrarians had been part of the conversation—not to slow things down, but to make sure innovation actually worked for the greater good? Outlier thinkers in action Big shifts in history have often come from people willing to challenge the norm. Consider Rachel Carson—when she wrote Silent Spring in 1962, she wasn’t just questioning pesticides; she was sparking an entire environmental movement. Or Bertrand Russell, who didn’t just study philosophy and math—his ideas shaped everything from education to politics to science. More recently, there’s Tristan Harris, a former Google design ethicist who started calling out the addictive nature of tech platforms long before most people realized the impact. These kinds of thinkers remind us that progress isn’t just about what we build—it’s about how and why we build it. A framework for outlier thinking To foster a culture of deep thinking and contrarian innovation, individuals and organizations can adopt the following framework: Question the Obvious: Encourage an environment where it’s not only acceptable but expected to challenge assumptions. For example, instead of asking, “How do we grow faster?” ask, “Should we be growing in this direction at all?” Shift the focus from optimization to purpose. Embrace Intellectual Humility: Outlier thinkers are not afraid to admit what they don’t know. This humility creates space for exploration and allows leaders to approach problems with curiosity rather than preconceptions. Studies from Harvard Business School show that intellectual humility is correlated with better decision-making and more collaborative teams. Slow Down to Think Deeply: Allocate time for what philosopher Blaise Pascal called “sitting quietly in a room.” This doesn’t mean abandoning productivity but recognizing that reflection is an investment in clearer, more impactful actions. Diversify Perspectives: Surround yourself with people who challenge your thinking rather than reinforce it. Philosopher John Stuart Mill argued that encountering opposing views sharpens understanding and fosters better solutions. Create opportunities for debate and collaboration with diverse thinkers. Focus on Long-Term Impact: Resist the allure of short-term wins. Ask questions about legacy and unintended consequences, such as “What ripple effects could this decision have in 10 years?” This lens can help avoid the pitfalls of reactive thinking and promote sustainable innovation. Bringing back deep thinking doesn’t mean hitting pause on action—it just means making sure that action actually matters. It’s not about making more decisions; it’s about making better ones. It’s not about getting answers faster; it’s about asking the right questions. For leaders, entrepreneurs, and anyone trying to create real change, thinking differently isn’t just a personal challenge—it’s a shared responsibility. We need the courage to ask the questions others avoid, to look beyond the obvious, and to inspire others to do the same. As Nietzsche put it, “He who has a why to live can bear almost any how.” In a world full of complexity, finding our collective why might be the most important thing we do. View the full article

I’ve been auditing Google Ads accounts for over 10 years. I can confidently say that the same issues appear in most accounts. The good news? These issues are easy to fix and can quickly improve performance. The five key areas where I consistently find missed opportunities include: Location targeting: A default Google Ads setting can cause your ads to reach users outside your intended area. This is easy to fix and can save you measurable amounts of money. Auto-applied recommendations: Allowing Google to auto-apply changes can lead to costly mistakes. It’s better to review and apply these manually, except in specific cases. Campaign structure: Different structures work best in different situations. Campaign experiments: This underused feature allows you to test and apply changes with minimal risk – yet 90% of accounts overlook it. Performance Max for lead gen: While PMax can drive lead volume, the quality is often low. It works best for ecommerce and is rarely ideal for lead generation. We’ll explore each of these areas in more detail to show you how to unlock better results from your Google Ads campaigns. 1. Optimizing location targeting settings This is the first item I check when auditing an account, and it’s usually set up incorrectly. Under the campaign settings, you can enter the target location, but it’s important not to overlook the details. Beneath the target location, there are two additional options: Presence or interest. Presence. By default, Presence or interest is selected. This means your ads will reach people located in your target area and people who have shown interest in it – even if they’re far away. In most cases, it’s better to choose Presence to limit targeting to users physically in your specified location. To check how much you’ve spent on users outside your target location, build a custom dashboard: Navigate to Campaigns > Dashboards. Add Country/Territory (User location) as a row. Include metrics like Cost, Clicks, or Impressions. Be sure to select User location rather than Matched location. This shows where users were actually located when they saw your ads. For example, a client targeting people in Australia discovered that, while most ad spend was correctly allocated, a significant amount still went to users outside Australia. This happened because the default Presence or interest setting was left unchanged – benefiting Google but wasting the advertiser’s budget. This simple report helps you identify how much money you can save by adjusting your location settings. Dig deeper: Improve your Google Ads performance: 3 simple setting changes 2. Taking control of auto-applied recommendations Google serves millions of advertisers with varying experience levels. While Google Ads provides useful tools for low-touch advertisers, they are not always ideal for active managers focused on optimizing performance. If you want to manage your ad account effectively – which I highly recommend – this is another area where you can save money and improve results. Some Google Ads recommendations are valuable, while others are not. Leaving decisions to the system is poor practice for active managers. Auto-applied recommendations should be turned off. Instead, review and apply them manually weekly. You can find auto-applied recommendations in the Recommendations tab: Some auto-applied recommendations can be harmful if left unchecked: “Add responsive search ads”: This allows the system to create new ad headlines and descriptions using content from your website. I recommend reviewing all ads before deployment. Leaving it to Google can result in awkward ad copy that may harm your brand and create compliance or legal risks. “Add new keywords”: This applies new keyword targeting, which may include irrelevant or broad match keywords. While some suggestions are useful, it’s best to review them manually. However, some auto-applied recommendations are generally harmless and can be enabled without manual oversight: “Use optimized ad rotation”: This shows higher-performing ads more frequently instead of splitting impressions evenly. If you’re comfortable letting Google decide which ads to prioritize, this can be useful. “Remove non-serving keywords”: This helps reduce account clutter by removing keywords that do not receive impressions, which is usually beneficial. Each account is unique, so evaluate these options based on your specific needs. Dig deeper: Top Google Ads recommendations you should always ignore, use, or evaluate Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. 3. Simplifying and aligning your campaign structure There are many ways to structure Google Ads campaigns. While no single approach fits every business, some structures are less effective today. Common campaign structures include: Keyword match types: Separate campaigns for exact match and broad match keywords, where the same keyword appears in different campaigns with different match types. SKAGs (single keyword ad groups): Each ad group targets a single keyword, allowing highly specific ad experiences. This approach requires many campaigns and ad groups. Locations: One campaign per geographic region, such as a city, state, or suburb. The best structure depends on your business context. For instance, a hyper-local service like a locksmith or dentist benefits from location-based campaigns. Why automated bidding changed campaign structure Campaigns built around keyword match types are becoming less relevant due to automated bidding. This system lets Google’s AI adjust bids across keywords, reducing the need for manual bidding. Automated bidding works best when keywords are grouped together, giving the system more data to optimize performance. Manual bidding is still useful in specific cases, like new service launches or managing high-performing (hero) keywords. Focus on customer search intent The most effective campaign structures mirror how customers search and engage with your product. Start by understanding their search behavior and align your campaigns accordingly. For example: A dentist may offer emergency, general, and root canal services. However, customers often search for “cheap dentist,” “dentist near me,” or “best-reviewed dentist.” Campaigns should reflect these search patterns, not just the business’s internal service categories. A mortgage restructuring company might label its service technically, but people are more likely to search for terms like “change my loan” or “update mortgage rate.” Targeting these common phrases improves results. Capture sub-niches for better performance Successful campaigns target sub-niches with enough search volume to drive results. For instance: A bank offering multiple products – loans, bank accounts, and credit cards – can improve performance by drilling down into specific categories like rewards cards or low annual fee cards. Users searching for “rewards cards” show a clearer intent than those searching for “credit cards.” By matching your campaign structure to user intent, you create a seamless path from search keyword → ad copy → landing page – improving both relevance and performance. It’s critical to avoid key mistakes when building your Google Ads account structure. Do build campaigns that reflect customer search intent and are as simple as possible. Don’t rely on outdated, complex structures that hinder automated bidding. Dig deeper: PPC keyword strategy: How to align search intent with funnel stages 4. Leveraging Google Ads Experiments If your Google Ads account is running smoothly, the next step is to unlock additional performance – this is where Google Ads Experiments come in. Surprisingly, many account managers overlook this powerful tool, which allows you to test changes with minimal risk and confidently improve your campaigns. Here’s how to effectively use them: Define your test: Identify a specific change you want to evaluate – such as increasing bids by a percentage, adding new keywords, or adjusting keyword match types. Apply the change: Implement the change to a portion of the traffic (50% is a common starting point) while keeping the other half as a control group. Measure the results: Monitor key metrics (CTR, CPA, ROAS) in real time. The platform provides statistical significance to help you evaluate performance. Act on the outcome: If the change improves performance, apply it to the entire campaign with a single click. If results decline, you can easily revert the campaign to its previous state. Without experiments, you’re either making changes blindly or hesitating to implement major updates due to uncertainty. Google Ads Experiments offer a safe and reliable way to test, refine, and optimize your account – helping you stay agile while minimizing risk. Dig deeper: What 54 Google Ads experiments taught me about lead gen 5. Refining Perfomance Max for lead generation Performance Max was originally designed for ecommerce and tends to deliver solid results in that context. However, for non-ecommerce businesses – such as lead generation or SaaS signups – its performance is often underwhelming. Here’s why PMax may fall short for lead generation and what to do instead: Lead quality issues While PMax can generate a high volume of leads, these leads often lack quality. Many lead generation businesses initially see promising results but are disappointed upon closer inspection. Why it works for ecommerce PMax performs better when paired with a product feed, allowing for more precise targeting. You can further refine performance by segmenting your product feed by categories or by top and bottom performers. Challenges for lead generation Without a product feed, Google heavily favors Google Display Network (GDN) inventory. This often results in a flood of low-cost but low-quality leads – many of which may be spam. A better approach for lead generation is to separate Search and Display campaigns: Create dedicated Search and Display campaigns to control your budget and targeting on each network. Use a dedicated GDN campaign for remarketing and custom search intent to maintain better oversight. While setting up separate campaigns requires more effort than using a PMax campaign, it usually yields higher-quality leads and better long-term results. For lead generation businesses, relying on PMax without close monitoring and segmentation is unlikely to produce sustainable success. Dig deeper: How to use Performance Max for any type of business Fine-tune your Google Ads campaigns with these optimizations Small changes can make a big difference in Google Ads. By refining targeting, controlling automation, structuring campaigns effectively, testing with experiments, and using PMax wisely, you’ll drive better results and reduce wasted spend. View the full article

The Federal Reserve's preferred inflation index showed little progress toward its target of 2%, increasing the likelihood of a prolonged rate pause. View the full article

Autodesk forecast annual revenue and profit above Wall Street estimates on Thursday, boosted by strong demand for its design and engineering software across industries such as construction and manufacturing. The company also said it would reduce its workforce by about 9%, representing roughly 1,350 employees, and laid out plans to invest more heavily in cloud and artificial intelligence, adding that it would reallocate resources towards those areas. Companies across sectors such as architecture, engineering, construction, and product design are making extensive use of Autodesk’s 3D design solutions, with the software maker’s artificial intelligence and machine learning capabilities further driving spending on its products. Autodesk saw a 23% jump in total billings to $2.11 billion in the fourth quarter ended January 31. The company’s international operations have particularly shown strength, while analysts have also noted that the company was outpacing peers in the manufacturing sector, driven by the performance of its “Fusion” design software. Shares of the San Francisco, California-based company were up about 2% in extended trading. Autodesk expects full-year revenue between $6.90 billion and $6.97 billion, largely above analysts’ average estimate of $6.90 billion, according to data compiled by LSEG. It projected an adjusted profit between $9.34 and $9.67 per share for its fiscal year 2026, also above the $9.24 per share estimated by analysts. The company reported total revenue of $1.64 billion in the fourth quarter, up 12% from last year and above analysts’ average estimate of $1.63 billion. It posted an adjusted profit of $2.29 per share, beating estimates of $2.14 per share. —Deborah Sophia, Reuters View the full article

Resignation of Anneliese Dodds shows challenges for prime minister as he pursues tough choices View the full article

It’s an understatement to say that cryptocurrency investors have not had a great week. Tokens across the board have seen double-digit falls, slashing thousands from their individual values. However, one of the most affected coins this week is also the world’s most popular cryptocurrency: Bitcoin. In the past five days alone, Bitcoin’s value has dropped more than 16%, and today, the coin fell below an important psychological barrier. Here’s what you need to know about the likely reasons why Bitcoin and other cryptocurrencies are dropping. Bitcoin falls below $80,000 In early trading this morning, Bitcoin fell below the psychologically important $80,000 barrier. At the time of this writing, it is currently trading at around $79,900 per coin, though it had dropped to as low as around $78,400 earlier. When Bitcoin moves across a notable barrier like $60,000 or $100,000 (any increment of $10,000), it generally causes one of two reactions. If its move is increasing past the barrier, this tends to send optimism through the hearts of investors—How high can it go? However, if its move falls under the barrier, this tends to generate fear and pessimism—How low can it go? What is startling about Bitcoin’s fall is that the coin was trading above $95,000 at the beginning of this week. But by Tuesday, Bitcoin had fallen below the $90,000 threshold. Now, just three days later, Bitcoin has fallen below $80,000. That means that as of the time of this writing, Bitcoin has lost about 16% of its value in the last five days alone. But it has gotten worse when looking out over the last month. During that time, Bitcoin lost more than 20% of its value. Bitcoin hasn’t traded this low since shortly after President Trump won the election in November 2024. But it’s not just Bitcoin that is falling. Ethereum, XRP, DOGE, and TRUMP all down As of the time of this writing, other major cryptocurrencies and popular meme coins have all been down by a significant amount in the past day, according to data from Yahoo Finance and CoinMarketCap. Ethereum is down over 9% in the past 24 hours (and down over 24% in the past five days). XRP is down over 8.6% in the past 24 hours (and down over 20% in the past five days) Solana is down over 4% in the past 24 hours (and down over 20% in the past five days) Dogecoin is down over 10% in the past 24 hours (and down over 23% in the past five days) Official Trump is down over 13% in the past 24 hours (and down over 33% in the past seven days) Why are Bitcoin and other crypto dropping? When major assets drop, the first thing people want to know is “why?” Unfortunately, there are no firm answers to that, but there are two likely reasons why Bitcoin and other cryptocurrencies are seeing increased downward pressure this week. The first is Trump’s tariffs. The president says he plans to levy tariffs on goods coming into the United States from many of America’s major trading partners, including Mexico, Canada, China, and EU member states. Those countries, in turn, are expected to retaliate with tariffs on American goods, which could result in an all-out trade war that leads to higher prices for consumers, more rapid inflation, and reduced household discretionary spending. In other words, people are worried that Trump’s tariffs could negatively affect the economy. When the economy faces headwinds, investors tend to pull out of riskier and more volatile assets—like cryptocurrencies—in favor of placing their money into more stable assets. The second reason that may be contributing to crypto’s fall this week is the ByBit hack from earlier this month that saw hackers steal $1.5 billion worth of cryptocurrencies. That heist, which is believed to be the largest ever crypto heist, has rattled crypto investors, making many feel that their cryptocurrency investments aren’t as secure as other investments, like stocks and properties. In other words, recent significant events are working against crypto’s favor. As for where Bitcoin and other cryptocurrencies go from here, that’s anyone’s guess. View the full article

Transform your approach with customer-centric SEO. Learn how to prioritize user needs for greater engagement and satisfaction. The post Customer-Centric SEO: How To Enhance Customer Experiences appeared first on Search Engine Journal. View the full article

As President Donald Trump’s administration looks to reverse a cornerstone finding that climate change endangers human health and welfare, scientists say they just need to look around because it’s obvious how bad global warming is and how it’s getting worse. New research and ever more frequent extreme weather further prove the harm climate change is doing to people and the planet, 11 different scientists, experts in health and climate, told The Associated Press soon after word of the administration’s plans leaked out Wednesday. They cited peer-reviewed studies and challenged the Trump administration to justify its own effort with science. “There is no possible world in which greenhouse gases are not a threat to public health,” said Brown University climate scientist Kim Cobb. “It’s simple physics coming up against simple physiology and biology, and the limits of our existing infrastructure to protect us against worsening climate-fueled extremes.” EPA’s original finding on danger of greenhouse gases Environmental Protection Agency chief Lee Zeldin has privately pushed the White House for a rewrite of the agency’s finding that planet-warming greenhouse gases put the public in danger. The original 52-page decision in 2009 is used to justify and apply regulations and decisions on heat-trapping emissions of greenhouse gases, such as carbon dioxide and methane, from the burning of coal, oil and natural gas. “Carbon dioxide is the very essence of a dangerous air pollutant. The health evidence was overwhelming back in 2009 when EPA reached its endangerment finding, and that evidence has only grown since then,” said University of Washington public health professor Dr. Howard Frumkin, who as a Republican appointee headed the National Center for Environmental Health at the time. “CO2 pollution is driving catastrophic heat waves and storms, infectious disease spread, mental distress, and numerous other causes of human suffering and preventable death.” That 2009 science-based assessment cited climate change harming air quality, food production, forests, water quality and supplies, sea level rise, energy issues, basic infrastructure, homes and wildlife. A decade later, scientists document growing harm Ten years later, a group of 15 scientists looked at the assessment. In a paper in the peer-reviewed journal Science they found that in nearly all those categories the scientific confidence of harm increased and more evidence was found supporting the growing danger to people. And the harms were worse than originally thought in the cases of public health, water, food and air quality. Those scientists also added four new categories where they said the science shows harm from climate change caused by greenhouse gas emissions. Those were in national security, economic well-being of the country, violence and oceans getting more acidic. On national security, the science team quoted Trump’s then-defense secretary, chairman of the joint chiefs of staff and a Pentagon authorization bill that Trump signed in his first term. It also quoted a study that said another 1.8 degrees Fahrenheit (1 degree Celsius) of warming in the next 75 years would effectively reduce the U.S. gross domestic product by 3%, while another study said warming would cost the American economy $4.7 trillion to $10.4 trillion by the end of the century. “Overall, the scientific support for the endangerment finding was very strong in 2009. It is much, much stronger now,” Stanford University environment program chief Chris Field, a co-author of the 2019 Science review, said in a Wednesday email. “Based on overwhelming evidence from thousands of studies, the well-mixed greenhouse gases pose a danger to public health and welfare. There is no question.” Long list of climate change’s threats to health “There is global consensus that climate change is the biggest threat of our to time to both health and health systems,” said Dr. Courtney Howard, a Canadian emergency room physician and vice chair of the Global Climate and Health Alliance. He ticked off a long list: heat-related illnesses, worsening asthma, heart diseases worsened by wildfire smoke, changing habit for disease-carrying mosquitoes, ticks and other insects, and crop failures that drive hunger, war and migration. Kristie Ebi, a public health and climate scientist at the University of Washington, said a big but little-discussed issue is how crops grown under higher carbon dioxide levels have less protein, vitamins and nutrients. That’s 85% of all plants, and that affects public health, she said. Field experiments have shown wheat and rice grown under high CO2 have 10% less protein, 30% less B-vitamins and 5% less micronutrients. It’s these indirect effects on human health that are “far-reaching, comprehensive and devastating,” said Katharine Hayhoe, an atmospheric scientist at Texas Tech and chief scientist at The Nature Conservancy. She said rising carbon dioxide levels in the air even “ affect our ability to think and process information.” Scientists said the Trump administration will be hard-pressed to find scientific justification — or legitimate scientists — to show how greenhouse gases are not a threat to people. “This one of those cases where they can’t contest the science and they’re going to have a legal way around,” Princeton University climate scientist Michael Oppenheimer said. The Associated Press’ climate and environmental coverage receives financial support from multiple private foundations. AP is solely responsible for all content. Find AP’s standards for working with philanthropies, a list of supporters and funded coverage areas at AP.org. —Seth Borenstein, AP science writer Associated Press writer Matthew Daly contributed. View the full article

President Trump has raised the prospect of a deal that could help Britain avoid tariffs View the full article

Another week and more Google search ranking volatility hit mid-week, did you notice? Google's crawler might be causing issues on your site this week. Google still is making its crawling more efficient and better. Google Search Console's API had delayed this week. Google was sued over AI Overviews...View the full article

It’s no longer groundbreaking to say that the SEO landscape is evolving. But this time, the shift is fundamental. We’re entering an era where search is no longer just about keywords but understanding. At the core of this shift is vector-based SEO. Optimizing for vectors gives websites a major advantage in search engines and overall web presence. As AI and large language models (LLMs) continue to shape digital experiences, websites that adapt early will stay ahead of the competition. What are vectors? Vectors are a mathematical way for AI to understand and organize information beyond just text. Instead of relying on exact keyword matches, search engines now use vector embeddings – a technique that maps words, phrases, and even images into multi-dimensional space based on their meaning and relationships. Think of it this way: If a picture is worth a thousand words, vectors are how AI translates those words into patterns it can analyze. For SEOs, a helpful analogy is that vectors are to AI what structured data is to search engines – a way to provide deeper context and meaning. How vectors change search By leveraging semantic relationships, embeddings, and neural networks, vector-based search allows AI to interpret intent rather than just keywords. This means search engines can surface relevant results even when a query doesn’t contain the exact words from a webpage. For example, a search for “Which laptop is best for gaming?” may return results optimized for “high-performance laptops” because AI understands the conceptual link. More importantly, vectors help AI interpret content that isn’t purely text-based, which includes: Colloquial phrases (e.g., “bite the bullet” vs. “make a tough decision”) Images and visual content. Short-form videos and webinars. Voice search queries and conversational language. Source: Airbyte This shift has been years in the making. Google has been moving toward vector-based search for over a decade, starting with the Hummingbird update in 2013, which prioritized understanding content over simple keyword matching. You might recall RankBrain, Google’s first AI-powered algorithm from 2015, which paved the way for BERT, MUM, and Microsoft’s enhanced Bing Search – all of which rely on vectorized data to interpret user intent with greater accuracy. At its core, vector-based search represents a fundamental change: SEO is no longer about optimizing for exact words but for meaning, relationships, and relevance. As AI continues to evolve, websites that adapt to this approach will have a significant advantage. Dig deeper: AI optimization: How to optimize your content for AI search and agents How vectors impact your SEO strategy So, what does this mean for SEO? If “content is king” has been the mantra for the past decade, then “content is emperor” might be the new reality. A king rules over one kingdom, but an emperor governs many. Similarly, making your content readable to AI doesn’t just improve search engine visibility. It makes your website discoverable across a broader range of AI-driven tools that generate answers to user queries. Practically speaking, there are a few key ways SEOs should adjust their approach to keep websites future-ready. Here are three strategies to start with. From content strategy and keyword research to semantic topic modeling Search volume and keyword difficulty will remain key metrics for now. However, AI tools can provide deeper insights – such as identifying the entities and topics Google associates with your competitors’ content. Instead of just checking keyword volume, analyze the top-ranking pages using NLP tools to see how they structure their topics. Adjust your content briefs to cover semantically related topics, not just one keyword/variations of that keyword. From content optimization to intent matching and semantic SEO Traditional SEO prioritizes exact match keywords and their variations, while AI-driven optimization focuses on aligning with search intent. This means you’ll want to: Run your content through Google’s NLP API to see which topics/entities it detects and compare with competitors that may be ranking better than you. Optimize existing content not only to add keywords, but to add missing context and answer related user queries, by using AlsoAsked and AnswerThePublic. Source: “How to use 12 micro intents for SEO and content journey mapping,” Olaf Kopp From SERP and ranking predictions to AI-based performance forecasting Traditionally, site changes required weeks or months to assess ranking impact. Now, AI can predict performance using vector analysis, giving you another data point for smarter decision-making. Before publishing, paid AI tools like Clearscope or MarketMuse can score your content against high-performing pages. (For smaller projects, free tools like Google Cloud NLP demo offer similar insights.) Use a paid tool like SurferSEO’s SERP Analysis or Outranking.io’s free plan to prioritize content updates based on their likelihood to rank. How vectors don’t change SEO strategy We’re not reinventing the wheel. AI still relies on many of the same principles as traditional SEO. Even if you’re not ready to fully integrate vector-based strategies, you can still optimize your site with them in mind. Great content matters above all else Comprehensive, intent-focused content remains essential for both users and AI, and its importance will only grow. If you haven’t already structured your pages around user intent, now is the time. Write in natural language, focusing on fully answering user queries. Ensure your pages pass the blank sheet of paper test (i.e., they provide unique value on their own). Include synonyms, related phrases, and different ways users might phrase questions. Technical SEO gives AI the roadmap it needs Search engines – and the AI models behind them – still rely on clear signals to understand and rank content effectively. It stands to reason that the use of many of these signals will remain consistent, at least for now. Use structured data to give search engines and AIs more context about the content they’re analyzing. Craft an internal link strategy that makes sense to the average person and demonstrates strong semantic connections between your pages. Dig deeper: Optimizing for AI search: Why classic SEO principles still apply What’s next? As search engines increasingly rely on AI and LLMs, SEO is shifting away from a sole focus on keywords and toward the broader, more intricate concept of meaning. AI systems interpret meaning through vectors, leveraging semantic relationships, embeddings, and neural networks. You can prepare for this shift by optimizing for vector-based search focusing on user intent, content depth, and semantic connections. AI may be the new frontier, but those who embrace change early have the greatest opportunity to drive innovation and shape the future. View the full article

Microsoft Bing Search's Copilot Answers now can show maps and local results, including local ads. The AI answer has a map on the left side and then on the right side it has local organic and paid listings with the company name, address, phone, website and directions - plus a photo. View the full article

A couple of days ago, Google sent out an email to owners of Google Business Profile listings. The email was a reminder about the Google Business Profile policies, and it highlighted policies around reviews.View the full article

Recently, I overheard a conversation at a local coffee shop: “Thank god for the new administration and finally taking a stand against DEI,” said one of the men to another, as they sipped their coffee. “It’s ridiculous and unfair, completely ruining work. We can finally get back to business.” I leaned in a bit further to try and listen in as I paid for my Earl Gray tea. “Well . . . I’m not sure that’s entirely true,” the other man said hesitating. “I think that . . . ” “Finally, we can get back to raising standards,” the other individual interrupted. “It’s about time! By the way, are you going to the game next week?” The other individual looked uncomfortable as the conversation swiftly shifted in a completely different direction. While I was done paying, and also done eavesdropping, I left knowing that what I heard in this local coffee shop was not an isolated conversation. The backlash against diversity, equity, and inclusion is playing out on the national and world stage almost every single day. And the backlash is also taking place on much smaller stages, in conversations in our conference rooms and in our hallways, amongst colleagues loudly and in whispers in our workplaces. And in these conversations, there’s an opportunity to talk and educate each other about what diversity, equity, and inclusion is and what diversity, equity, and inclusion is not. Here are three of the most common statements I am hearing from individuals for the case against diversity, equity, and inclusion, and here’s how we can debunk these statements and continue to help educate each other on what is true and what is not. False argument against DEI: We lower our standards when it comes to talent Diversity, equity, and inclusion is not about lowering our standards; diversity, equity, and inclusion is about setting fair and equitable standards on how we evaluate all talent. The term “DEI hire” is being used to make us believe that we have lowered standards by hiring individuals from different backgrounds and different lived experiences. In reality, “DEI hire” is a harmful and a hurtful phrase that leads many to believe that someone was handed a job simply because they may “look different” or “be different” or are a “quota hire.” And it is increasingly becoming an acceptable way to discredit, demoralize, and disrespect leaders of color. One of the key outcomes of diversity, equity, and inclusion is creating standardized processes on how we hire talent, and also on who we choose to develop and promote. This includes using software tools like Greenhouse, which helps you ensure that every candidate for a role meets with the same set of interviewers, that interview questions are aligned in advance, and that there’s a way to evaluate and score the interviews and debrief together as an interview team. Otherwise, we fall prey to our biases and may hire people who look like us, think like us, and act like us, or simply hire them because we really just like them. When it comes to how we develop and promote talent, software tools like Lattice help us ensure we set clear and reasonable goals for all, and not just some employees. We can then track progress in weekly meetings, we can give and receive coaching and feedback, and we can have a consistent framework when we evaluate talent during performance review time. And how we evaluate talent is also then connected to how we compensate individuals, and ultimately who we chose to promote. Without these standardized processes, we may end up giving better performance reviews and more money to those who are the most vocal, who spend the most time managing up to us, and who we just find ourselves having more in common with. Diversity, equity, and inclusion efforts help us raise standards and make sure we are getting the best out of our talent. False argument against DEI: It distracts ourselves from driving revenue Diversity, equity, and inclusion does not distract us from leading our businesses; in fact, diversity, equity, and inclusion is a driver of the business. It’s not a separate initiative that sits apart from the business; it should be integrated into everything we do in our workplaces. These efforts not only help us ensure that we get the best out of our talent, but it also ensures we are able to best serve our customers. According to Procter & Gamble, the buying power of the multicultural consumer is more than $5 trillion. Procter & Gamble reminds us that it’s no longer multicultural marketing; it’s in fact mainstream marketing. There is growth to be had when we ensure we connect and authentically serve not just the multicultural consumer, but also veterans, individuals with disabilities, the LGBTQ+ community, and many more communities. Understanding their consumer needs and how your businesses’ products and services can surprise and delight them, and enhance the quality of their lives, is an untapped competitive advantage. Companies like E.L.F. understand this, with a strong focus on diversity, equity, and inclusion efforts that have paid off: It has posted 23 consecutive quarters of sales growth. Over the past five years, the company has also seen its stock increased by more 700%. In contrast, since Target announced a roll back on its diversity, equity, and inclusion efforts, it’s experienced a decline in sales. Black church leaders are now calling on their congregations to participate in a 40 day boycott of Target. Black consumers have $2 trillion in buying power, setting digital trends and engagement. “We’ve got to tell corporate America that there’s a consequence for turning their back on diversity,” said Bishop Reginald T. Jackson, to USA Today. “So let us send the message that if corporate America can’t stand with us, we’re not going to stand with corporate America.” False argument against DEI: An inclusive work environment only benefits a few Diversity, equity, and inclusion is not about creating an inclusive environment for a select few. Diversity, equity, and inclusion is about creating workplaces where we all have an opportunity to reach our potential and help our companies reach their potential. In my book, Reimagine Inclusion: Debunking 13 Myths to Transform Your Workplace, I tackle the myth that diversity, equity, and inclusion processes and policies only have a positive effect on a certain group of individuals. I share “The Curb-Cut Effect” which is a prime example of this. In 1972, faced with pressure from activists advocating for individuals with disabilities, the city of Berkeley, California, installed its first official “curb cut” at an intersection on Telegraph Avenue. In the words of a Berkeley advocate, “the slab of concrete heard ‘round the world.” This not only helped people in wheelchairs. It also helped parents pushing strollers, elderly with walkers, travelers wheeling luggage, workers pushing heavy carts, and the curb cut helped skateboarders and runners. People went out of their way and continued to do so, to use a curb cut. “The Curb-Cut Effect” shows us that one action targeted to help a community ended up helping many more people than anticipated. So, in our workplaces, policies like flexible work hours and remote work options, parental leave and caregiver assistance, time off for holidays and observances, adaptive technologies, mental health support, accommodations for individuals with disabilities, and more have a ripple effect and create workplaces where everyone has an opportunity to thrive. Don’t fall for the rhetoric against “DEI” being exclusive, unfair, or a distraction. The goal of diversity, equity, and inclusion efforts has always been about leveling the playing field and ensuring we are creating workplaces where each and everyone of us have an opportunity to succeed. View the full article

A year or more ago, Google added a toggle switch to use Gemini directly in the iOS Google Search app. Well, that was removed this week and you now need to go to the native Gemini app to use Gemini, you cannot use the Google app.View the full article

The ‘sceptical environmentalist’ used cost-benefit analysis to argue against emissions cuts. Now he has turned his attention to overseas aidView the full article

Move by Anneliese Dodds comes after prime minister announces plan to shift resources to defenceView the full article

Microsoft is testing outlining the individual search result snippets within Bing Search. So when you look at a snippet, it has this outline around it, and then when you hover your cursor over it, it highlights more.View the full article

A 301 redirect should be used for permanent redirects, while a 302 should be used for temporary redirects. View the full article