Life-seeking, ice-melting robots could punch through Europa’s icy shell

At long last, NASA’s Europa Clipper mission is on its way. After overcoming financial and technological hurdles, the $5 billion mission launched on October 14 from Florida’s Kennedy Space Center. It is now en route to its target: Jupiter’s ice-covered moon Europa, whose frozen shell almost certainly conceals a warm saltwater ocean. When the spacecraft gets there, it will conduct dozens of close flybys in order to determine what that ocean is like and, crucially, where it might be hospitable to life.

Europa Clipper is still years away from its destination—it is not slated to reach the Jupiter system until 2030. But that hasn’t stopped engineers and scientists from working on what would come next if the results are promising: a mission capable of finding evidence of life itself.

This would likely have three parts: a lander, an autonomous ice-thawing robot, and some sort of self-navigating submersible. Indeed, several groups from multiple countries already have working prototypes of ice-diving robots and smart submersibles that they are set to test in Earth’s own frigid landscapes, from Alaska to Antarctica, in the next few years

But Earth’s oceans are pale simulacra of Europa’s extreme environment. To plumb the ocean of this Jovian moon, engineers must work out a way to get missions to survive a  never-ending rain of radiation that fries electronic circuits. They must also plow through an ice shell that’s at least twice as thick as Mount Everest is tall.

“There are a lot of hard problems that push up right against the limits of what’s possible,” says Richard Camilli, an expert on autonomous robotic systems at the Woods Hole Oceanographic Institution’s Deep Submergence Laboratory. But you’ve got to start somewhere, and Earth’s seas will be a vital testing ground. 

“We’re doing something nobody has done before,” says Sebastian Meckel, a researcher at the Center for Marine Environmental Sciences at the University of Bremen, Germany, who is helping to develop one such futuristic Europan submersible. If the field tests prove successful, the descendants of these aquatic explorers could very well be those that uncover the first evidence of extraterrestrial life.

Hellish descent

The hunt for signs of extraterrestrial biology has predominantly taken place on Mars, our dusty, diminutive planetary neighbor. Looking for life in an icy ocean world is a whole new kettle of (alien) fish, but exobiologists think it’s certainly worth the effort. On Mars, scientists hope to find microscopic evidence of past life on, or just under, its dry and frozen surface. But on Europa, which has a wealth of liquid water (kept warm by Jupiter, whose intense gravity generates plenty of internal friction and heat there), it is possible that microbial critters, and perhaps even more advanced small aquatic animals, may be present in the here and now.

The bad news is that Europa is one of the most hostile environments in the solar system—at least, for anything above its concealed ocean. 

When NASA’s Clipper mission arrives in 2030, it will be confronted by an endless storm of high-energy particles being whipped about by Jupiter’s immense and intense magnetic field, largely raining down onto Europa itself. “It’s enough to kill a regular person within a few seconds,” says Camilli. No human will be present on Europa, but that radiation is so extreme that it can frazzle most electronic circuits. This poses a major hazard for Europa Clipper, which is why it’s doing only quick flybys of the moon as its orbit around Jupiter periodically dips close.

Clipper has an impressive collection of remote sensing tools that will allow it to survey the ocean’s physical and chemical properties, even though it will never touch the moon itself. But almost all scientists expect that uncovering evidence of biological activity will require something to pierce through the ice shell and swim about in the ocean.

A cross-section view of an ice-melting probe called PRIME on the surface of the moon, with small robots being deployed in the subsurface ocean, against the backdrop of Jupiter.
An illustration of two Europa exploration concepts from NASA. An ice-melting probe called PRIME sits on the surface of the moon, with small wedge-shaped SWIM robots deployed below.
NASA/JPL-CALTECH

The good news is that any Europan life-hunting mission has a great technological legacy to build upon. Over the years, scientists have developed and deployed robotic subs that have uncovered a cornucopia of strange life and bizarre geology dwelling in the deep. These include remotely operated vehicles (ROVs), which are often tethered to a surface vessel and are piloted by a person atop the waves, and autonomous underwater vehicles (AUVs), which freely traverse the seas by themselves before reporting back to the surface.

Hopeful Europa explorers usually cite an AUV as their best option—something that a lander can drop off and let loose in those alien waters that will then return and share its data so it can be beamed back to Earth. “The whole idea is very exciting and cool,” says Bill Chadwick, a research professor at Oregon State University’s Hatfield Marine Science Center in Newport, Oregon. But on a technical level, he adds, “it seems incredibly daunting.”

Presuming that a life-finding robotic mission is sufficiently radiation-proof and can land and sit safely on Europa’s surface, it would then encounter the colossal obstacle that is Europa’s ice shell, estimated to be 10 to 15 miles thick. Something is going to have to drill or melt its way through all that before reaching the ocean, a process that will likely take several years. “And there’s no guarantee that the ice is going to be static as you’re going through,” says Camilli. Thanks to gravitational tugs from Jupiter, and the internal heat they generate, Europa is a geologically tumultuous world, with ice constantly fragmenting, convulsing and even erupting on its surface. “How do you deal with that?”

Europa’s lack of an atmosphere is also an issue. Say your robot does reach the ocean below all that ice. That’s great, but if the thawed tunnel isn’t sealed shut behind the robot, then the higher pressure of the oceanic depths will come up against a vacuum high above. “If you drill through and you don’t have some kind of pressure control, you can get the equivalent of a blowout, like an oil well,” says Camilli—and your robot could get rudely blasted into space.

Even if you manage to pass through that gauntlet, you must then make sure the diver maintains a link with the surface lander, and with Earth. “What would be worse than finally finding life somewhere else and not being able to tell anyone about it?” says Morgan Cable, a research scientist at NASA’s Jet Propulsion Laboratory (JPL).

Pioneering probes

What these divers will do when they breach Europa’s ocean almost doesn’t matter at this stage. The scientific analysis is currently secondary to the primary problem: Can robots actually get through that ice shell and survive the journey? 

A simple way to start is with a cryobot—a melt probe that can gradually thaw its way through the shell, pulled down by gravity. That’s the idea behind NASA’s Probe using Radioisotopes for Icy Moons Exploration, or PRIME. As the name suggests, this cryobot would use the heat from the radioactive decay of an element like plutonium-238 to melt ice. If you know the thickness of the ice shell, you know exactly how many tablespoons of radioactive matter to bring aboard. 

Once it gets through the ice, the cryobot could unfurl a suite of scientific investigation tools, or perhaps deploy an independent submersible that could work in tandem with the cryobot—all while making sure none of that radioactive matter contaminates the ocean. NASA’s Sensing with Independent Micro-Swimmers project, for example, has sketched out plans to deploy a school of wedge-shaped robots—a fleet of sleuths that would work together to survey the depths before reporting back to base.

These concepts remain hypothetical. To get an idea of what’s technically possible, several teams are building and field-testing their own prototype ice divers. 

One of the furthest-along efforts is the Ocean Worlds Reconnaissance and Characterization of Astrobiological Analogs project, or ORCAA, led by JPL. After some preliminary fieldwork, the group is now ready for prime time; next year, a team will set up camp on Alaska’s expansive Juneau Icefield and deploy an eight-foot tall, two-inch wide cryobot. Its goal will be to get through 1,000 feet of ice, through a glasslike upper layer, down into ancient ices, and ultimately into a subglacial lake.

A shows two team members near a supraglacial lake (a body of water on top of the glacier), where biologists could take water samples and compare them to samples taken from the borehole.
ORCAA team members stand by a lake on top of a glacier during Alaska fieldwork.
NASA/JPL-CALTECH

This cryobot won’t be powered by radioactive matter. “I don’t see NASA and the Department of Energy being game for that yet,” says Samuel Howell, an ocean worlds scientist at JPL and the ORCAA principal investigator. Instead, it will be electrically heated (with power delivered via a tether to the surface), and that heat will pump warm water out in front of the cryobot, melting the ice and allowing it to migrate downward.

The cryobot will be permanently tethered to the surface, using that link to communicate its rudimentary scientific data and return samples of water back to a team of scientists at base camp atop the ice. Those scientists will act as if they are an astrobiology suite of instruments similar to what might eventually be fitted on a cryobot sent to Europa. 

The 2025 field experiment “has all the pieces of a cryobot mission,” says Howell. “We’re just duct-taping them together and trying to see what breaks.”

Space scientists and marine engineers are also teaming up at Germany’s Center for Marine Environmental Sciences (MARUM) to forge their own underwater explorer. Under the auspices of the Technologies for Rapid Ice Penetration and Subglacial Lake Exploration project, or TRIPLE, they are developing an ice-thawing cryobot, an astrobiological laboratory suite, and an AUV designed to be used in Earth’s seas and Europa’s ocean.

Their cryobot is somewhat like the one ORCAA is using; it’s an electrically heated thawing machine tethered to the surface. But onboard MARUM’s “ice shuttle” will be a remarkably small AUV, just 20 inches long and four inches wide. The team plans to deploy both on the Antarctic ice shelf, near the Neumayer III station, in the spring of 2026. 

Model of the miniature underwater vehicle being developed at MARUM with partners from industry. It will have a diameter of around ten and a length of about 50 centimeters.
Germany’s Center for Marine Environmental Sciences is developing a small AUV that it plans to deploy in Antarctica in 2026.
MARUM – CENTER FOR MARINE ENVIRONMENTAL SCIENCES, UNIVERSITY OF BREMEN.

From a surface station, the ice shuttle will thaw its way down through the ice shell, aiming to reach the bitingly cold water hundreds of feet below. Once it does so, a hatch will open and the tiny AUV will be dropped off to swim about (on a probably preprogrammed route), wirelessly communicating with the ice shuttle throughout. It will take a sample of the water, return to the ice shuttle, dock with it, and recharge its batteries. For the field test, the ice shuttle, which will have some rudimentary scientific tools, will return the water sample back to the surface for analysis; for the space mission itself, the idea is that an array of instruments onboard the shuttle will examine that water.

As with ORCAA, the scientific aspect of this is not paramount. “What we’re focusing on now is form and function,” says project member Ralf Bachmayer, a marine robotics researcher at MARUM. Can their prototype Europan explorer get down to the hidden waters, deploy a scout, and return to base intact?

Bachmayer can’t wait to find out. “For engineers, it’s a dream come true to work on this project,” he says.

Swarms and serpents

A submersible-like AUV isn’t the only way scientists are thinking of investigating icy oceanic moons. JPL’s Exobiology Extant Life Surveyor, or EELS, involves a working, wriggling, serpentine robot inspired by the desire to crawl through the vents of Saturn’s own water-laden moon, Enceladus. The robotic snake has already been field-tested; it recently navigated through the icy crevasses and moulins of the Athabasca Glacier in Alberta, Canada.

Although an AUV-like cryobot mission is likely to be the first explorer of an icy oceanic moon, “a crazy idea like a robotic snake could work,” says Cable, the science lead for EELS. She hopes the project is “opening the eyes of scientists and engineers alike to new possibilities when it comes to accessing the hard-to-reach, and often most scientifically compelling, places of planetary environments.”

It might be that we’ll need such creative, and perhaps unexpected, designs to find our way to Europa’s ocean. Space agencies exploring the solar system have achieved remarkable things, but “NASA has never flown an aqueous instrument before,” says Howell.

But one day, thanks to this work, it might—and, just maybe, one of them will find life blooming in Europa’s watery shadows.

Robin George Andrews is an award-winning science journalist and doctor of volcanoes based in London. He regularly writes about the Earth, space, and planetary sciences, and is the author of two critically acclaimed books: Super Volcanoes (2021) and How To Kill An Asteroid (October 2024).

Latest Google AIO Updates May Impact SEO via @sejournal, @martinibuster

Google continues updating AIO rankings, increasing the presence of larger shopping-related panels and ads that push organic search results lower on the page. The good news for search marketers is that AIO volatility in shopping queries is stabilizing, with AIO rankings increasingly matching sites typically ranked in organic search.

  • Arguably the most important change is the addition of advertising in AI Overviews, which has the effect of pushing organic search results lower down the page.
  • Citations to websites within AIO for general queries rose by over 300% since August, with the biggest growth (200%) experienced in September.

Since November 1, 2023, BrightEdge has been tracking a consistent set of search queries representing billions of searches across nine industries. The key point is that they are tracking the same queries every month using their unique technology, the BrightEdge Generative Parser (TM). The BrightEdge Generative Parser detects and tracks AIO formats, analyzes AIO search results, and provides insights into daily trends.

AIO & Top Ranked Organic Increasingly Match Since September

BrightEdge noticed a trend beginning in September where AI Overviews increasingly showed links to websites that matched the organic search results. This means that traditional ranking factors that put a website in the top of the organic search results should pay off in citations in AIO.

AIO Stability Continues To Improve

The BrightEdge data showed an 8% improvement in day-to-day stability and a less than 1% fluctuation the pixel size of AIO Panels. That means that AIO search results were less volatile and more dependable. Volatility in shopping-related search queries decreased 37% (from early August) to 26% (as of late September). The lower volatility indicates that rankings should be more consistent, a trend that hopefully will carry over into the holiday shopping season that begins in November.

More Precise AI Overview Results

That stability was accompanied by a 15% reduction in keywords with an AIO, demonstrating an increase in how precise search queries are to web page topics and perhaps may reflect a greater use of natural language in queries.

Bright Edge noted:

“As ads deploy, Google is more precise about where AIOs are most helpful.”

That trend toward more precise and concise AIOs began in August and continued through September, by which time Google AIO was collapsing unordered lists by an additional 14.6% over the previous month. Collapsed unordered lists show a concise answer in the visible part and reveal additional information if users click to see more.  That trend continued in October, with the percentage of collapsed unordered growing by an additional 20%.

While that sounds like a lot, perhaps the most dramatic change was with the amount of times the AIO Product Carousel is triggered, experiencing a 300% increase since it initially was rolled out.

The trend of bigger AIO features suggests that shopping related AIO results with ads in them may increasingly displace organic content.

According to BrightEdge:

“As Google injects ads into AIOs in October, two features have experienced significant increases. Particularly with product carousels, there are direct opportunities for advertisers. As these are not taking up more space, it suggests those ads will likely displace an organic listing if this trend continues. All these trends point to a holiday shopping season where AI will play a bigger role than ever, but maybe not in the way we originally expected.”

YouTube Citations Increased In AIO

E-commerce-related YouTube citations within AIO increased by 121% through September, which may reflect that users prefer to watch videos while researching products This calls attention to the importance of video influencers as well considering multimodal strategies that incorporate video content for shopping-related topics (where the intent makes sense).

AIO for shopping wasn’t all growth in September, as queries related to certain topics triggered less AI Overviews.

The following topics showed less AIO results:

  • “Queries for Specific Products: -7.2%
  • Furniture and Home Décor: -2.7%
  • Clothing and Fashion: – 2.2%
  • Searches for ‘best’: – 1.7%
  • How-to and Instructional Shopping Searches: -1.6%”

Early Stage Research Intent

Another AIO trend discovered for October was an increase in research-phase search queries and intent. Publishers relying on search should be on the lookout for any traffic drops that may be correlated to an increase in AIO search results related to research-phase queries.

October Ecommerce AIO Trends

  • “81.1% deliver broad knowledge sharing
  • Only 1.4% provide step-by-step guidance
  • AIOs prioritize educational content over how-to directions
  • Early-Journey Content Structure
    39.8% use list structures for easy scanning
  • Strong preference for broad explanations
  • Content organized for information gathering
  • Emphasis on comprehensive understanding”

Kinds Of Answers Shown In AI Overviews

The BrightEdge data shows that in October discovery and research types of queries triggered the most AI Overviews.

The top 3 kinds of answers show in AI Overviews were:

  • Definitions and overviews
  • Explanation of causes
  • Data points

BrightEdge explains what it all means:

  • “The data clearly shows that AIOs are optimized for early-stage research and discovery.
  • Educational content with expert guidance on what’s trending or critical data points is more helpful to cite than specific how-to instructions.
  • Success means aligning your content with this top-of-funnel focus – comprehensive, educational content wins over transactional guidance that could be replaced with ads.”

Most Common Type Of Answer In AI Overviews

Takeaways

BrightEdge’s research offers many insights on the kinds of content Google’s AI Overviews is prioritizing and how it’s ramping up for the holiday shopping season which begins with Black Friday. If traffic patterns are changing then it may be due to the updates to the kinds of queries are triggering AIO and an increase in advertising which, combined with larger sizes of AIO panels, could be pushing organic results lower.

It must be emphasized that organic results have not been the norm for well over ten years and at this point it’s anachronistic to still be thinking in terms of ten blue links. This is why the BrightEdge data is important because it’s showing what’s going on in the search results.

Key Insights

  • Ads are now featuring in AI Overviews
  • Volatility in shopping-related queries is stabilizing, creating a more predictability
  • Google is becoming more precise about what triggers AIOs
  • Product carousels increased by 300% in October
  • Collapsed unordered lists that requires users to click to see more information increased by 20%
  • Queries for specific products are less likely to trigger AIOs
  • Research-phase queries and intents are increasingly the top triggers for AIO

Read the latest research data by BrightEdge

New AI Overview Trends: What to Expect for Black Friday and Cyber Monday (PDF)

Featured Image by Shutterstock/Cranium_Soul

Supply.co Founder on Life after the Sale

Patrick Coddou’s entrepreneurial journey is impressive. In 2015 he launched Supply, a direct-to-consumer seller of razors and shaving goods, and then sold the business in 2022. He conceived the idea, hired staff, scaled revenue, and exited profitably.

His journey is incomplete, however. His talents apply to seemingly any industry, but his identity for years was tied to Supply. He’s now adjusting and charting his next moves.

Patrick is among the most popular guests on the podcast, starting in 2020 and followed by appearances in 2021, April 2022, and October 2022. In this recent conversation, he shares his post-Supply life, the emotions of stepping away, and looking forward.

Our entire audio is embedded below. The transcript is edited for length and clarity.

Eric Bandholz: Update us on what you’ve been up to.

Patrick Coddou: It’s been quite a journey. I was the founder and CEO of a shaving company called Supply, which I sold a little over two years ago. After the sale, I stayed with the company for about a year, running the business and seeing it grow. I’m currently the head of marketing at a snow ski startup called M1 Skis. It’s been a bit of a roller coaster, but in a good way.

Bandholz: You took a step back from social media, particularly X. Why?

Coddou: After the sale, I hit burnout. I didn’t consciously decide to leave X — I just stopped engaging. Burnout comes with apathy and disinterest in things that once excited you, and X was one of those things. I stayed involved with Supply for a year after the sale, though, and it was productive. We doubled our top- and bottom-line numbers.

I had built a strong team, especially a capable head of marketing, Trace Crawford, who took a lot off my plate. As the year progressed, I became more of a leader and less of a doer, which helped me navigate the burnout. That was a big part of the transition.

Bandholz: How does leadership change when you stop doing everything yourself?

Coddou: It helped that I no longer had ownership, so I didn’t carry the same emotional weight. However, I was still financially motivated, as an earn-out was tied to the business’s performance. That allowed me to guide the team without micromanaging. They knew what needed doing, and I let them figure out how. Our team was solid; no one left that year, and the company continued to perform well.

Bandholz: You’re now outside of Supply. How has your perspective changed?

Coddou: My earn-out ended in August, but I had already stepped away from day-to-day operations a year prior. Trace took over as CEO, and I stayed on as a consultant. My role now includes filming ads and offering strategic advice. I have zero regrets about selling the business — it was the right move for me, my family, and the company.

But stepping away did force me to confront my identity. I hadn’t realized how much of my self-worth I tied to being the “razor guy” until that was gone. After the sale, I experienced a sense of joy, followed by a profound period of questioning and even depression. After the burnout, I felt lost, unsure of what I wanted to do next, and hesitant to return to ecommerce.

Bandholz: Why do entrepreneurs feel unfulfilled after selling their business?

Coddou: Many entrepreneurs believe that selling their business will bring happiness, but that’s rarely true. I attended the Main Street Summit, where we discussed how money, success, and fame don’t bring joy.

I’ve realized that selling Supply has brought me financial comfort and freedom but didn’t provide lasting happiness. Work is essential for finding joy and purpose, and I’ve come to appreciate that I need to be building something, whether a business or a personal project, to feel fulfilled.

Bandholz: Tell me about your role at M1 Skis. Was this a deliberate direction or an opportunity that fell into your lap?

Coddou: It was a bit of both. I’m running marketing for M1 Skis, a startup in its early stages. When I joined, there was almost no public awareness of the company. I’m responsible for building the brand from scratch, which I love doing. I work part-time, remotely, and for a friend. It’s a perfect fit. Initially, I hesitated to return to work, but this opportunity was too good to pass up.

Bandholz: How do you approach marketing for M1 Skis compared to Supply?

Coddou: The marketing strategies are surprisingly similar. At Supply, we sold high-end razors, which required educating customers about why they should invest in a more expensive product than competitors. It’s the same challenge with M1 Skis.

Unlike anything on the market, we make our skis from solid aluminum. They’re more expensive than traditional skis, and people are skeptical about the technology. My job is to explain why our product is worth the investment and build customer trust through education and engagement.

The experience has been great. I get to focus on the things I enjoy — like building the brand — without dealing with the headaches of payroll or invoices. The best part is that I don’t lose sleep like I did with Supply. I’m still invested in M1’s success, but it doesn’t consume my thoughts 24/7. I can fully check out when I’m not working, which is a huge relief.

Bandholz: Could you envision starting another business?

Coddou: I could, but I would approach it very differently. I would create a small, manageable business with minimal stress. Something that aligns with my lifestyle, even if it means making less money. It would be niche, high-margin, and not reliant on constant social media or inventory management. I want a business that works for me, not one that adds unnecessary complications to my life.

Bandholz: You’re advocating for simplicity.

Coddou: Exactly. The complexity of Supply became overwhelming. We used 30 apps on our Shopify store and multiple social media channels. It was a lot to manage. At M1 Skis, I’ve kept things simple. We’re using Shopify Email instead of a more complex service like Klaviyo, and I haven’t installed any extra apps. This approach allows me to focus on building a great product and telling its story.

Bandholz: Where can people buy these skis and reach out to you?

Coddou: M1skis.com. I’m on LinkedIn and X.

When To Use Nofollow On Links & When Not To via @sejournal, @JulieJoyce

Nofollow was introduced back in 2005 and came about as a reaction to blog spam comments.

Believe it or not, SEO professionals used to try and manipulate Google’s PageRank on their sites just as they try to manipulate, well, everything.

Nofollow basically tells Google (or any other search engine that supports this attribute) not to vouch for the target link.

Whereas it was previously used in the page-level meta tag (), it’s much more common to see it used on a per-link basis now.

What Does Nofollow Mean?

Nofollow is a rel attribute .

A rel attribute specifies the relationship between the page where the link is and the page that the link points to.

Here’s an example of a basic nofollowed link:

I use this type of product.

Google advises us to:

“Use the nofollow value when other values don’t apply, and you’d rather Google not associate your site with, or crawl the linked page from, your site. For links within your own site, use the robots.txt disallow rule.”

However, nofollowing a link is not a guarantee that Google won’t find that page. Google does take information from nofollow links and can discover and index nofollow links. The issue is whether the link passes PageRank.

Dixon Jones has a great article on PageRank for Beginners, but here’s a quick takeaway:

“Although public access to PageRank was removed in 2016, it is believed the score is still available to search engineers within Google…And regardless of what other algorithms Google might choose to call upon, PageRank likely remains embedded in many of the search giant’s systems to this day.”

Nofollow Becomes A Hint

Fast forward to March 2020, Google announced that it saw the nofollow attribute as a hint rather than a directive. This means that when you use a nofollow, you’re indicating your preference to Google that you don’t intend for the link to pass PageRank. Google might ignore your preference.

Many SEO professionals had suspected this was the case, but this was confirmed.

(Interestingly, Bing announced that it has always treated nofollow as a hint.)

Bing HintScreenshot from X (Twitter), October 2024

In addition to this announcement, Google added two more rel attributes to identify the intent of links; rel=”sponsored” and rel=”ugc”.

When To Use rel=”sponsored”

This attribute is used to identify paid content or paid links.

  1. Advertisements and banners.
  2. Sponsored posts or articles.
  3. Affiliate links.
  4. Links in content created as part of a collaboration.
  5. Any link that is exchanged for money, services, or goods.

Example:

I was paid to write about this type of product. (Sponsored post)

When To Use rel=”ugc”

This attribute is used to identify user-generated content like forum posts or blog comments.

  1. Links in comment sections.
  2. Links in forum posts.
  3. Links in user profiles or bios.
  4. Links in user-submitted reviews or testimonials.

Example:

I have used this type of product. (Comment or forum)

Both new attributes can be used with the nofollow attribute, which I have included in the above example.

If your links don’t fall into either new category but you still want to tell Google that you aren’t vouching for them, just use nofollow.

When To Use rel=”nofollow”

You can have a more in-depth look at what Google says about qualifying your outbound links here.

Whereas nofollow was previously used as a general catchall for links that you didn’t want to pass PageRank, now it’s supposed to be used when the other two rel attributes (sponsored and UGC) aren’t relevant, and you don’t want the link to pass PageRank.

Google notes that while not preferred, it’s acceptable to use nofollow instead of the other attributes. You probably don’t need to go back and change your link attributes if you’ve been doing this, but it’s a good idea to start using proper categorization now.

What Is Considered A Paid Link?

Just a quick bit here about paid links: Many people have conflicting opinions on exactly what a paid link is.

However, Google previously described paid links as including these types of links:

“…exchanging money for links, or posts that contain links; exchanging goods or services for links; or sending someone a “free” product in exchange for them writing about it and including a link.”

I do think that there is some confusion here because some oversimplify and think that if they didn’t pay a webmaster to post a link, even if they paid the webmaster to post their content that contains a link, it’s not a paid link.

In Google’s eyes, it’s still a paid link.

Link Schemes

Here is a synopsis of the current list of what constitutes a link scheme:

  • Buying or selling links for ranking purposes. This includes:
    • Exchanging money for links or posts that contain links.
    • Exchanging goods or services for links.
    • Sending someone a product in exchange for them writing about it and including a link.
  • Excessive link exchanges (“Link to me and I’ll link to you”) or partner pages exclusively for the sake of cross-linking.
  • Using automated programs or services to create links to your site.
  • Requiring a link as part of a Terms of Service, contract, or similar arrangement without allowing a third-party content owner the choice of qualifying the outbound link.
  • Text advertisements or text links that don’t block ranking credit.
  • Advertorials or native advertising where payment is received for articles that include links that pass ranking credit, or links with optimized anchor text in articles, guest posts, or press releases distributed on other sites. For example:

    There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress.

  • Low-quality directory or bookmark site links.
  • Keyword-rich, hidden, or low-quality links embedded in widgets that are distributed across various sites.
  • Widely distributed links in the footers or templates of various sites.
  • Forum comments with optimized links in the post or signature, for example:

    Thanks, that’s great info!
    – Paul
    paul’s pizza san diego pizzabest pizza san diego

  • Creating low-value content primarily for the purposes of manipulating linking and ranking signals.

I had previously dug into the Wayback Machine to see what Google wrote about link schemes in previous years.

A lot is the same, but there’s a particularly interesting bit from 2013 that I think should still be in there today, as it really tells you how not to build links:

“Links that are inserted into articles with little coherence, for example:
most people sleep at night. you can buy cheap blankets at shops. a blanket keeps you warm at night. you can also buy a wholesale heater. It produces more warmth and you can just turn it off in summer when you are going on france vacation.

*Note: Here’s the original source.

Sadly, that is still a common thing to do.

When You Shouldn’t Use A Nofollow

If you are giving someone a link because you want to, you think it’s a good resource, and you haven’t been given anything or paid for it, you don’t need to nofollow it.

If you don’t see that it in any way can be considered a link that is designed to manipulate PageRank, you don’t need to nofollow it.

Some webmasters have become so afraid of being penalized that they nofollow all outbound links.

In my opinion, this is unnecessary unless your site only exists to sell links.

What About Dofollow?

It doesn’t exist.

If a link isn’t nofollowed, it’s automatically followed.

(Unless it’s nofollowed through a meta robots tag on a page level. Read Google’s help doc on the topic for more information.)

What Value Does A Nofollowed Link Bring?

A nofollowed link may not help you rank higher – but with the decision to treat it as a hint instead of a directive, it still could.

Nofollowed links are also part of a natural link profile, and a site with no nofollowed links looks odd.

The best thing about nofollowed links is that they are good for traffic and can send you much more traffic than many followed links.

If the New York Times ran a story and gave you a nofollowed link, wouldn’t you still be happy with it?

I know I would.

How Can I See How Many Nofollowed Links I Have?

All major tools will tell you how many nofollowed and followed links you have.

Here are a few examples of what that looks like.

Ahrefs

ahrefsScreenshot from Ahrefs, October 2024

Majestic

MajesticScreenshot from Majestic, October 2024

Semrush

SEMRushScreenshot from Semrush, October 2024

How Do I Tell If A Link Is Nofollowed

I don’t like to use a lot of plugins, so I tend to head straight for the code.

I look to see if nofollow is in the code for my link.

Below is an example from this post.

 nofollow">Screaming Frog
  • nofollow">SEMrush
  • nofollow">Ahrefs
  • nofollow">Majestic
  • However, some plugins can highlight nofollows:

    Detailed SEO Extension

    detailed nofollowScreenshot from author, October 2024

    Ahrefs Chrome Plugin

    ahrefs nofollowScreenshot from author, October 2024

    Igoreware Nofollow Extension

    igorware nofollowScreenshot from author, October 2024

    To Nofollow Or Not To Nofollow?

    Follow:

    • If you are linking out to a source and you trust the source.
    • Guest post: Unless they’re posting on a large scale. This is for a true guest post where you are not paying for the post.
    • Link to social media profiles.

    Nofollow:

    • If you sold a link.
    • If someone paid you to post their content.
    • If you are in any way nervous that you might be penalized for the link.
    • Sitewide link to the person who designed your site, although many people will follow links to company names.
    • Widgets.

    Nofollow In The Real World

    Let’s face it. We don’t always stick to the rules as SEO pros.

    We manipulate anything that works well, and it gradually becomes useless or dangerous.

    So, are people using nofollow, UGC, and sponsored values as Google intends?

    Time will tell.

    More resources:


    Featured Image: Moon Safari/Shutterstock

    Why AI could eat quantum computing’s lunch

    Tech companies have been funneling billions of dollars into quantum computers for years. The hope is that they’ll be a game changer for fields as diverse as finance, drug discovery, and logistics.

    Those expectations have been especially high in physics and chemistry, where the weird effects of quantum mechanics come into play. In theory, this is where quantum computers could have a huge advantage over conventional machines.

    But while the field struggles with the realities of tricky quantum hardware, another challenger is making headway in some of these most promising use cases. AI is now being applied to fundamental physics, chemistry, and materials science in a way that suggests quantum computing’s purported home turf might not be so safe after all.

    The scale and complexity of quantum systems that can be simulated using AI is advancing rapidly, says Giuseppe Carleo, a professor of computational physics at the Swiss Federal Institute of Technology (EPFL). Last month, he coauthored a paper published in Science showing that neural-network-based approaches are rapidly becoming the leading technique for modeling materials with strong quantum properties. Meta also recently unveiled an AI model trained on a massive new data set of materials that has jumped to the top of a leaderboard for machine-learning approaches to material discovery.

    Given the pace of recent advances, a growing number of researchers are now asking whether AI could solve a substantial chunk of the most interesting problems in chemistry and materials science before large-scale quantum computers become a reality. 

    “The existence of these new contenders in machine learning is a serious hit to the potential applications of quantum computers,” says Carleo “In my opinion, these companies will find out sooner or later that their investments are not justified.”

    Exponential problems

    The promise of quantum computers lies in their potential to carry out certain calculations much faster than conventional computers. Realizing this promise will require much larger quantum processors than we have today. The biggest devices have just crossed the thousand-qubit mark, but achieving an undeniable advantage over classical computers will likely require tens of thousands, if not millions. Once that hardware is available, though, a handful of quantum algorithms, like the encryption-cracking Shor’s algorithm, have the potential to solve problems exponentially faster than classical algorithms can. 

    But for many quantum algorithms with more obvious commercial applications, like searching databases, solving optimization problems, or powering AI, the speed advantage is more modest. And last year, a paper coauthored by Microsoft’s head of quantum computing, Matthias Troyer, showed that these theoretical advantages disappear if you account for the fact that quantum hardware operates orders of magnitude slower than modern computer chips. The difficulty of getting large amounts of classical data in and out of a quantum computer is also a major barrier. 

    So Troyer and his colleagues concluded that quantum computers should instead focus on problems in chemistry and materials science that require simulation of systems where quantum effects dominate. A computer that operates along the same quantum principles as these systems should, in theory, have a natural advantage here. In fact, this has been a driving idea behind quantum computing ever since the renowned physicist Richard Feynman first proposed the idea.

    The rules of quantum mechanics govern many things with huge practical and commercial value, like proteins, drugs, and materials. Their properties are determined by the interactions of their constituent particles, in particular their electrons—and simulating these interactions in a computer should make it possible to predict what kinds of characteristics a molecule will exhibit. This could prove invaluable for discovering things like new medicines or more efficient battery chemistries, for example. 

    But the intuition-defying rules of quantum mechanics—in particular, the phenomenon of entanglement, which allows the quantum states of distant particles to become intrinsically linked—can make these interactions incredibly complex. Precisely tracking them requires complicated math that gets exponentially tougher the more particles are involved. That can make simulating large quantum systems intractable on classical machines.

    This is where quantum computers could shine. Because they also operate on quantum principles, they are able to represent quantum states much more efficiently than is possible on classical machines. They could also take advantage of quantum effects to speed up their calculations.

    But not all quantum systems are the same. Their complexity is determined by the extent to which their particles interact, or correlate, with each other. In systems where these interactions are strong, tracking all these relationships can quickly explode the number of calculations required to model the system. But in most that are of practical interest to chemists and materials scientists, correlation is weak, says Carleo. That means their particles don’t affect each other’s behavior significantly, which makes the systems far simpler to model.

    The upshot, says Carleo, is that quantum computers are unlikely to provide any advantage for most problems in chemistry and materials science. Classical tools that can accurately model weakly correlated systems already exist, the most prominent being density functional theory (DFT). The insight behind DFT is that all you need to understand a system’s key properties is its electron density, a measure of how its electrons are distributed in space. This makes for much simpler computation but can still provide accurate results for weakly correlated systems.

    Simulating large systems using these approaches requires considerable computing power. But in recent years there’s been an explosion of research using DFT to generate data on chemicals, biomolecules, and materials—data that can be used to train neural networks. These AI models learn patterns in the data that allow them to predict what properties a particular chemical structure is likely to have, but they are orders of magnitude cheaper to run than conventional DFT calculations. 

    This has dramatically expanded the size of systems that can be modeled—to as many as 100,000 atoms at a time—and how long simulations can run, says Alexandre Tkatchenko, a physics professor at the University of Luxembourg. “It’s wonderful. You can really do most of chemistry,” he says.

    Olexandr Isayev, a chemistry professor at Carnegie Mellon University, says these techniques are already being widely applied by companies in chemistry and life sciences. And for researchers, previously out of reach problems such as optimizing chemical reactions, developing new battery materials, and understanding protein binding are finally becoming tractable.

    As with most AI applications, the biggest bottleneck is data, says Isayev. Meta’s recently released materials data set was made up of DFT calculations on 118 million molecules. A model trained on this data achieved state-of-the-art performance, but creating the training material took vast computing resources, well beyond what’s accessible to most research teams. That means fulfilling the full promise of this approach will require massive investment.

    Modeling a weakly correlated system using DFT is not an exponentially scaling problem, though. This suggests that with more data and computing resources, AI-based classical approaches could simulate even the largest of these systems, says Tkatchenko. Given that quantum computers powerful enough to compete are likely still decades away, he adds, AI’s current trajectory suggests it could reach important milestones, such as precisely simulating how drugs bind to a protein, much sooner.

    Strong correlations

    When it comes to simulating strongly correlated quantum systems—ones whose particles interact a lot—methods like DFT quickly run out of steam. While more exotic, these systems include materials with potentially transformative capabilities, like high-temperature superconductivity or ultra-precise sensing. But even here, AI is making significant strides.

    In 2017, EPFL’s Carleo and Microsoft’s Troyer published a seminal paper in Science showing that neural networks could model strongly correlated quantum systems. The approach doesn’t learn from data in the classical sense. Instead, Carleo says, it is similar to DeepMind’s AlphaZero model, which mastered the games of Go, chess, and shogi using nothing more than the rules of each game and the ability to play itself.

    In this case, the rules of the game are provided by Schrödinger’s equation, which can precisely describe a system’s quantum state, or wave function. The model plays against itself by arranging particles in a certain configuration and then measuring the system’s energy level. The goal is to reach the lowest energy configuration (known as the ground state), which determines the system’s properties. The model repeats this process until energy levels stop falling, indicating that the ground state—or something close to it—has been reached.

    The power of these models is their ability to compress information, says Carleo. “The wave function is a very complicated mathematical object,” he says. “What has been shown by several papers now is that [the neural network] is able to capture the complexity of this object in a way that can be handled by a classical machine.”

    Since the 2017 paper, the approach has been extended to a wide range of strongly correlated systems, says Carleo, and results have been impressive. The Science paper he published with colleagues last month put leading classical simulation techniques to the test on a variety of tricky quantum simulation problems, with the goal of creating a benchmark to judge advances in both classical and quantum approaches.

    Carleo says that neural-network-based techniques are now the best approach for simulating many of the most complex quantum systems they tested. “Machine learning is really taking the lead in many of these problems,” he says.

    These techniques are catching the eye of some big players in the tech industry. In August, researchers at DeepMind showed in a paper in Science that they could accurately model excited states in quantum systems, which could one day help predict the behavior of things like solar cells, sensors, and lasers. Scientists at Microsoft Research have also developed an open-source software suite to help more researchers use neural networks for simulation.

    One of the main advantages of the approach is that it piggybacks on massive investments in AI software and hardware, says Filippo Vicentini, a professor of AI and condensed-matter physics at École Polytechnique in France, who was also a coauthor on the Science benchmarking paper: “Being able to leverage these kinds of technological advancements gives us a huge edge.”

    There is a caveat: Because the ground states are effectively found through trial and error rather than explicit calculations, they are only approximations. But this is also why the approach could make progress on what has looked like an intractable problem, says Juan Carrasquilla, a researcher at ETH Zurich, and another coauthor on the Science benchmarking paper.

    If you want to precisely track all the interactions in a strongly correlated system, the number of calculations you need to do rises exponentially with the system’s size. But if you’re happy with an answer that is just good enough, there’s plenty of scope for taking shortcuts. 

    “Perhaps there’s no hope to capture it exactly,” says Carrasquilla. “But there’s hope to capture enough information that we capture all the aspects that physicists care about. And if we do that, it’s basically indistinguishable from a true solution.”

    And while strongly correlated systems are generally too hard to simulate classically, there are notable instances where this isn’t the case. That includes some systems that are relevant for modeling high-temperature superconductors, according to a 2023 paper in Nature Communications.

    “Because of the exponential complexity, you can always find problems for which you can’t find a shortcut,” says Frank Noe, research manager at Microsoft Research, who has led much of the company’s work in this area. “But I think the number of systems for which you can’t find a good shortcut will just become much smaller.”

    No magic bullets

    However, Stefanie Czischek, an assistant professor of physics at the University of Ottawa, says it can be hard to predict what problems neural networks can feasibly solve. For some complex systems they do incredibly well, but then on other seemingly simple ones, computational costs balloon unexpectedly. “We don’t really know their limitations,” she says. “No one really knows yet what are the conditions that make it hard to represent systems using these neural networks.”

    Meanwhile, there have also been significant advances in other classical quantum simulation techniques, says Antoine Georges, director of the Center for Computational Quantum Physics at the Flatiron Institute in New York, who also contributed to the recent Science benchmarking paper. “They are all successful in their own right, and they are also very complementary,” he says. “So I don’t think these machine-learning methods are just going to completely put all the other methods out of business.”

    Quantum computers will also have their niche, says Martin Roetteler, senior director of quantum solutions at IonQ, which is developing quantum computers built from trapped ions. While he agrees that classical approaches will likely be sufficient for simulating weakly correlated systems, he’s confident that some large, strongly correlated systems will be beyond their reach. “The exponential is going to bite you,” he says. “There are cases with strongly correlated systems that we cannot treat classically. I’m strongly convinced that that’s the case.”

    In contrast, he says, a future fault-tolerant quantum computer with many more qubits than today’s devices will be able to simulate such systems. This could help find new catalysts or improve understanding of metabolic processes in the body—an area of interest to the pharmaceutical industry.

    Neural networks are likely to increase the scope of problems that can be solved, says Jay Gambetta, who leads IBM’s quantum computing efforts, but he’s unconvinced they’ll solve the hardest challenges businesses are interested in.

    “That’s why many different companies that essentially have chemistry as their requirement are still investigating quantum—because they know exactly where these approximation methods break down,” he says.

    Gambetta also rejects the idea that the technologies are rivals. He says the future of computing is likely to involve a hybrid of the two approaches, with quantum and classical subroutines working together to solve problems. “I don’t think they’re in competition. I think they actually add to each other,” he says.

    But Scott Aaronson, who directs the Quantum Information Center at the University of Texas, says machine-learning approaches are directly competing against quantum computers in areas like quantum chemistry and condensed-matter physics. He predicts that a combination of machine learning and quantum simulations will outperform purely classical approaches in many cases, but that won’t become clear until larger, more reliable quantum computers are available.

    “From the very beginning, I’ve treated quantum computing as first and foremost a scientific quest, with any industrial applications as icing on the cake,” he says. “So if quantum simulation turns out to beat classical machine learning only rarely, I won’t be quite as crestfallen as some of my colleagues.”

    One area where quantum computers look likely to have a clear advantage is in simulating how complex quantum systems evolve over time, says EPFL’s Carleo. This could provide invaluable insights for scientists in fields like statistical mechanics and high-energy physics, but it seems unlikely to lead to practical uses in the near term. “These are more niche applications that, in my opinion, do not justify the massive investments and the massive hype,” Carleo adds.

    Nonetheless, the experts MIT Technology Review spoke to said a lack of commercial applications is not a reason to stop pursuing quantum computing, which could lead to fundamental scientific breakthroughs in the long run.

    “Science is like a set of nested boxes—you solve one problem and you find five other problems,” says Vicentini. “The complexity of the things we study will increase over time, so we will always need more powerful tools.”

    What’s next for reproductive rights in the US

    This article first appeared in The Checkup, MIT Technology Review’s weekly biotech newsletter. To receive it in your inbox every Thursday, and read articles like this first, sign up here.

    Earlier this week, Americans cast their votes in a seminal presidential election. But it wasn’t just the future president of the US that was on the ballot. Ten states also voted on abortion rights.

    Two years ago, the US Supreme Court overturned Roe v. Wade, a legal decision that protected the right to abortion. Since then, abortion bans have been enacted in multiple states, and millions of people in the US have lost access to local clinics.

    Now, some states are voting to extend and protect access to abortion. This week, seven states voted in support of such measures. And voters in Missouri, a state that has long restricted access, have voted to overturn its ban.

    It’s not all good news for proponents of reproductive rights—some states voted against abortion access. And questions remain over the impact of a second term under former president Donald Trump, who is set to return to the post in January.

    Roe v. Wade, the legal decision that enshrined a constitutional right to abortion in the US in 1973, guaranteed the right to an abortion up to the point of fetal viability, which is generally considered to be around 24 weeks of pregnancy. It was overturned by the US Supreme Court in the summer of 2022.

    Within 100 days of the decision, 13 states had enacted total bans on abortion from the moment of conception. Clinics in these states could no longer offer abortions. Other states also restricted abortion access. In that 100-day period, 66 of the 79 clinics across 15 states stopped offering abortion services, and 26 closed completely, according to research by the Guttmacher Institute.

    The political backlash to the decision was intense. This week, abortion was on the ballot in 10 states: Arizona, Colorado, Florida, Maryland, Missouri, Montana, Nebraska, Nevada, New York, and South Dakota. And seven of them voted in support of abortion access.

    The impact of these votes will vary by state. Abortion was already legal in Maryland, for example. But the new measures should make it more difficult for lawmakers to restrict reproductive rights in the future. In Arizona, abortions after 15 weeks had been banned since 2022. There, voters approved an amendment to the state constitution that will guarantee access to abortion until fetal viability.

    Missouri was the first state to enact an abortion ban once Roe v. Wade was overturned. The state’s current Right to Life of the Unborn Child Act prohibits doctors from performing abortions unless there is a medical emergency. It has no exceptions for rape or incest. This week, the state voted to overturn that ban and protect access to abortion up to fetal viability. 

    Not all states voted in support of reproductive rights. Amendments to expand access failed to garner enough support in Nebraska, South Dakota, and Florida. In Florida, for example, where abortions after six weeks of pregnancy are banned, an amendment to protect access until fetal viability got 57% of the vote, falling just short of the 60% the state required for it to pass.

    It’s hard to predict how reproductive rights will fare over the course of a second Trump term. Trump himself has been inconsistent on the issue. During his first term, he installed members of the Supreme Court who helped overturn Roe v. Wade. During his most recent campaign he said that decisions on reproductive rights should be left to individual states.

    Trump, himself a Florida resident, has refused to comment on how he voted in the state’s recent ballot question on abortion rights. When asked, he said that the reporter who posed the question “should just stop talking about that,” according to the Associated Press.

    State decisions can affect reproductive rights beyond abortion access. Just look at Alabama. In February, the Alabama Supreme Court ruled that frozen embryos can be considered children under state law. Embryos are routinely cryopreserved in the course of in vitro fertilization treatment, and the ruling was considered likely to significantly restrict access to IVF in the state. (In March, the state passed another law protecting clinics from legal repercussions should they damage or destroy embryos during IVF procedures, but the status of embryos remains unchanged.)

    The fertility treatment became a hot topic during this year’s campaign. In October, Trump bizarrely referred to himself as “the father of IVF.” That title is usually reserved for Robert Edwards, the British researcher who won the 2010 Nobel prize in physiology or medicine for developing the technology in the 1970s.

    Whatever is in store for reproductive rights in the US in the coming months and years, all we’ve seen so far suggests that it’s likely to be a bumpy ride.


    Now read the rest of The Checkup

    Read more from MIT Technology Review’s archive

    My colleague Rhiannon Williams reported on the immediate aftermath of the decision that reversed Roe v. Wade when it was announced a couple of years ago. 

    The Alabama Supreme Court ruling on embryos could also affect the development of technologies designed to serve as “artificial wombs,” as Antonio Regalado explained at the time.

    Other technologies are set to change the way we have babies. Some, which could lead to the creation of children with four parents or none at all, stand to transform our understanding of parenthood.  

    We’ve also reported on attempts to create embryo-like structures using stem cells. These structures look like embryos but are created without eggs or sperm. There’s a “wild race” afoot to make these more like the real thing. But both scientific and ethical questions remain over how far we can—and—should go.

    My colleagues have been exploring what the US election outcome might mean for climate policies. Senior climate editor James Temple writes that Trump’s victory is “a stunning setback for climate change.” And senior reporter Casey Crownhart explains how efforts including a trio of laws implemented by the Biden administration, which massively increased climate funding, could be undone.

    From around the web

    Donald Trump has said he’ll let Robert F. Kennedy Jr. “go wild on health.” Here’s where the former environmental lawyer and independent candidate—who has no medical or public health degrees—stands on vaccines, fluoride, and the Affordable Care Act. (New York Times)

    Bird flu has been detected in pigs on a farm in Oregon. It’s a worrying development that virologists were dreading. (The Conversation)

    And, in case you need it, here’s some lighter reading:

    Scientists are sequencing the DNA of tiny marine plankton for the first time. (Come for the story of the scientific expedition; stay for the beautiful images of jellies and sea sapphires.) (The Guardian)

    Dolphins are known to communicate with whistles and clicks. But scientists were surprised to find a “highly vocal” solitary dolphin in the Baltic Sea. They think the animal is engaging in “dolphin self-talk.” (Bioacoustics)

    How much do you know about baby animals? Test your knowledge in this quiz. (National Geographic)

    New Ecommerce Tools: November 7, 2024

    Every week we publish a rundown of new products from companies offering services to ecommerce merchants. This installment includes updates on website builders, SMS marketing, AI-powered shopping assistants, reverse logistics, social commerce, and cross-border transactions.

    Got an ecommerce product release? Email releases@practicalecommerce.com.

    New Tools for Merchants

    Shopify launches portal for unified financial tools. The new Shopify Finance is a home for financial solutions on the Shopify platform. Merchants can access (in one place) Shopify Balance, Shopify Credit, Shopify Capital, Shopify Bill Pay, and Shopify Tax. View and manage all business finances from one dashboard in the admin. Manage state, county, and local sales tax obligations and repay Shopify Capital and Shopify Credit balances from a percentage of daily sales.

    Web page of Shopify Finance

    Shopify Finance

    AliExpress launches incentives for U.S. retailers. AliExpress, the China-based marketplace, is targeting U.S.-based retailers to sell on the platform. During an introductory period, new sellers get 0% commission and $0 onboarding costs. AliExpress will also provide U.S. sellers with marketing, business, and customer service support, including buyer inquiry handling and after-sales disputes, without charge. The platform features tools for optimizing product listings, pricing, and promotions.

    GoDaddy announces Website Builder API integration for third-party platforms. GoDaddy has launched a Website Builder API integration for third-party platforms. Businesses can access AI-driven tools to generate content and produce product descriptions from an uploaded image. Additionally, GoDaddy business customers gain access to tools such as Marketing AI assistant, Marketing Calendar, analytics, search engine optimization, AI-generated social media content, and more.

    Lili launches Connect for small business financial management. Lili, a financial platform for small businesses, is launching Connect. This embedded finance integration streamlines small business banking, accounting, and tax processes, allowing partners to offer Lili’s financial management tools directly through their platform. Partner companies can help business customers manage their financial needs in one place with Lili’s offerings, including a business checking account, automatic transaction categorization, smarter invoicing, bill pay solutions, automated financial reports, and tax-saving tools

    Home page of Lili

    Lili Connect

    Bloomreach launches Rich Communication Services for marketing. Bloomreach, a platform for ecommerce personalization, has announced the launch of Rich Communication Services, allowing brands to deliver interactive experiences directly within native messaging apps. According to Bloomreach, RCS will enable real-time, two-way conversations beyond traditional SMS and bridge the gap between iOS and Android users.

    Amazon expands generative AI shopping assistant Rufus in Canada. Amazon Canada will roll out Rufus, the AI shopping app, in the coming weeks. Canada-based customers in the beta can click on the icon in the bottom right corner on Amazon’s mobile app, and a Rufus chat box will appear on their screen. Customers can expand the chat box to ask questions and follow-ups.

    Fast Simon delivers AI-powered search optimization for Shopify B2B. Fast Simon, an AI-based shopping optimization platform, has unveiled a no-code Shopify B2B product that optimizes AI search and merchandising to improve B2B and wholesale ecommerce experiences. Fast Simon now integrates with Shopify B2B to simplify wholesale and other forms of B2B ecommerce and deliver customer-specific product publishing, price lists assigned per customer, advanced search that automatically eliminates common input errors, product finders, Smart Rendering for improved performance, and SEO.

    Home page of Fast Simon

    Fast Simon

    Loop launches Offset to help merchants recover return costs. Loop, a returns and reverse logistics platform, has launched Offset, a pre-purchase returns solution that helps U.K. merchants recapture the costs of returns and reverse logistics. Offset helps brands offer a premium returns experience at no cost by giving customers the option to pay a small fee upfront during checkout in exchange for free returns later. The solution ensures merchants can recover return costs while providing customers peace of mind with easy, free returns.

    Digimarc launches a brand protection app to combat counterfeit products. Digimarc, a provider of digital watermarking technologies, has launched the Digimarc Validate mobile app to combat counterfeit products. The app provides users with a tool for instant product authentication. The Digimarc Validate app allows authorized employees, supply chain partners, and third-party inspectors to authenticate products in the field using only a smartphone camera. Authorized inspectors can quickly authenticate products while real-time reports flow into the Digimarc Illuminate platform, delivering actionable data and insights.

    Viably partners with Airwallex on cross-border ecommerce transactions. Viably, a provider of financial services for ecommerce, has announced a partnership with Airwallex, a global payments and financial platform. The partnership brings Airwallex’s capabilities into Viably, allowing businesses to simplify cross-border transactions and management of multiple currencies. The Viably Global Account, powered by Airwallex, allows sellers to pay vendors and suppliers worldwide, collect payouts from various marketplaces, and manage all financial aspects.

    TikTok Shop integrates with Venmo. TikTok Shop has announced a partnership with Venmo. On TikTok Shop, U.S. customers who purchase for the first time from Nov. 30 to Dec. 2 can receive 25% off when they spend $45 (for a maximum of $20 off) using Venmo for payment. Shoppers who have previously purchased on the platform can receive 25% off when they spend $85 (for a maximum of $35 off) using Venmo.

    Home page of TikTok Shop

    TikTok Shop

    LinkedIn Video Posts Generate 3X More Reach, Study Finds via @sejournal, @MattGSouthern

    LinkedIn’s push into video content is showing results, according to new research by marketing expert Caroline Giegerich.

    Her analysis, published in Adweek, tests LinkedIn’s claim that video gets five times the engagement of text posts.

    She writes:

    “Curious to test LinkedIn’s claim that videos receive five times more engagement, I wanted to see if the hype held up. Additionally, with a staggering 84% of marketers utilizing video in their content strategies, I wanted to go deep and understand the real value of the format.”

    Key Findings

    Giegerich’s 90-day analysis revealed video posts consistently achieved higher reach than written content:

    • Her lowest-performing video posts garnered nearly triple the impressions of top-performing written posts
    • Her most successful video reached 774,000 impressions
    • Her video posts averaged around 250,000 views

    Giegerich found the most success with:

    • Videos under 5 minutes
    • Direct-to-camera approach
    • Morning posts between 9-11 AM EST

    Additionally, she notes adding personal flair to videos may have aided their performance:

    “In terms of the content itself, I keep my videos under 5 minutes and speak directly to the camera about technology in terms everyone can understand to make it accessible.

    I also post in the morning between 9 – 11 AM EST. If Gossip Girl covered tech, she’d be me. Over time, I added fun sound effects and captions with Capcut.”

    When To Use Text Posts

    Giegerich says that video works best to create awareness at the top of the sales funnel. Once people are aware, text posts are more valuable.

    She states:

    “My written posts dominate the top three spots for engagement, even though my video posts drive significantly more awareness. For example, my top-written post by engagement drove 68 times fewer impressions than my lowest-performing video post.”

    Based on her testing, text posts received more targeted distribution to her connections, while videos were recommended to people outside her network.

    Giegerich adds:

    “One format is more targeted to my network and the other is being heavily fanned by the LinkedIn algorithm to an audience outside of my immediate network.”

    Limited Monetization Opportunities

    The study highlights LinkedIn’s limited monetization options compared to its competitors:

    • The current program offers sponsored posts and consulting opportunities.
    • The creator accelerator program is restricted to only 100 participants, selected in 2022.
    • The platform lags behind TikTok and Instagram when providing incentives for creators.

    What This Means

    LinkedIn’s algorithm tends to favor video, but Giegerich’s research highlights that video and text serve different roles.

    Video posts excel at broad awareness and can achieve higher impression counts, though their performance is often unpredictable.

    In contrast, written posts foster stronger engagement within established networks.

    For marketers, Giegerich suggests a balanced approach: use video for visibility and maintain written posts for engagement.


    Featured Image: JarTee/Shutterstock

    YouTube Expands Creator Control Over Ad Partnerships via @sejournal, @MattGSouthern

    YouTube has updated its video linking system, giving creators in the YouTube Partner Program (YPP) more control over advertising partnerships.

    This addresses several long-standing issues in collaborations between creators and brands.

    Previously, creators lacked a direct way to start advertising relationships. They had to wait for advertisers to reach out.

    The new system allows creators to take a more active approach to monetization. Channels can now reach out to advertisers aligned with their audience.

    This update is available to channels in the YouTube Partner Program that run ads on Shorts.

    In an announcement, a YouTube representative states:

    “We’re launching the ability for creators in YPP with more than 4,000 subscribers to send video linking requests for shorts to advertisers via YouTube Studio.

    YouTube will recommend creator-initiated tagged content to brands if they choose to run ads.”

    Key Features For Marketers

    Performance Data

    For creators, having their videos linked to advertisers’ accounts clarifies how their content performs and resonates with audiences.

    This information can inform future content strategies and help creators refine their approach to brand collaborations.

    Once a video linking request is approved, advertisers can access information through their Google Ads accounts.

    This data includes organic video performance metrics such as view counts, engagement rates, and audience demographics.

    Rights Management

    Creators can restrict their content usage to only linked Google Ads accounts.

    This feature, accessible through YouTube Studio’s Advanced Settings, helps prevent brands from using a creator’s videos without permission.

    By linking videos to advertisers’ accounts, creators grant permission for their content to be used in ad campaigns.

    A YouTube representative confirms creator-initiated video linking requests work the same way:

    “These creator-initiated links will act in the same way as advertiser-initiated links, which confirm rights between brands and creators, and gives advertisers the ability to view organic video performance in Google ads.”

    Up to 300 Google Ads accounts can be linked per channel

    Looking Ahead

    With the introduction of creator-initiated video linking, channels have more freedom to choose the brands they work with.

    This can potentially lead to more authentic and engaging advertising opportunities.


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