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Search Engine Market Is Booming Worldwide

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Search Engine

Search Engine Market: The extensive research on Search Engine Market, by Qurate Research is a clear representation on all the essential factors that are expected to drive the market considerably. Thorough study on Search Engine Market helps the buyers of the report, customers, the stakeholders, business owners, and stockholders to understand the market in detail. The updated research report comprises key information on the market, such as market rate, estimated value in the forecast period 2021 – 2027, the impacting factors, and CAGR. Furthermore, the report is carefully segmented as Product-type, Application, End User, and Region.

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Top Key players of Search Engine Market Covered In The Report:

ReportGarden, Ubersuggest, MarketMuse, ReachLocal, Acquisio, Serpstat, RocketData, Kantar Advertising and Paid Search Intelligence (AdGooroo), Swoop, Kenshoo (formerly Kenshoo Infinity Suite), Marin Software, Google Marketing Platform (formerly DoubleClick), WordStream Advisor, NinjaCat, SE Ranking, MatchCraft, Bing Ads, Adobe Advertising Cloud, Yahoo! Advertising, Sizmek, Google Ads (formerly AdWords), AdStage, ClickGUARD

Key Market Segmentation of Search Engine:

On the basis of types, the Hybrid Cloud Services market from 2015 to 2025 is primarily split into:
Cloud Management and Orchestration
Disaster Recovery
Hybrid Hosting

On the basis of applications, the Hybrid Cloud Services market from 2015 to 2025 covers:
SMEs
Large Enterprises

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Key Highlights from Search Engine Market Study:

The buyers and the readers can completely rely on all the key facts and figures and consider all the points to plan their strategies and help them rank on the top. The writers of the updated research report have focused on other key aspects like Strengths, Weaknesses, Opportunities, and Threats, and Challenges as well in order to make the report all-inclusive. Moreover, experts have used PESTEL analysis of the Search Engine Market along with Porter’s Five Forces. Also, focusing on quantitative and qualitative analysis has helped the researchers understand the Search Engine Market more deeply and allow players to create a strong foothold in the market.

COVID-19 impact on Search Engine Market:
The outbreak of the COVID-19 pandemic has impacted the vital segments of the market, such as supply of raw materials, hampering in the supply chain, logistics, prices of products, and low demand for Search Engine. All of these factors were taken into consideration during the pandemic situation by the business owners and strategy planners. In order to stabilize the market post pandemic, businesses took crucial decisions and let the market sable. Some of the key decisions impacted the manufacturing, process of the products, and supply to retailers. To cope up with the increasing demand, businesses took extra efforts to deliver right product to right customers.

Market Dynamics:

Market Drivers:
The Search Engine Market is mainly driven by few key factors, such as growing popularity of the product among people, effective promotional strategies in the unexplored areas, and heavy investments made for the product development. In addition to this, businesses are also trying to keep up with the increasing demand and deliver right number of goods in the market.

Market hurdles:
Some of the hurdles to witness in the Search Engine Market are easy access to the substitutes. Low prices of alternate products, is yet another obstacle in the market. However, businesses are planning to control this hurdle by implementing the latest technology and controlling prices that will ultimately increase the product demand. Moreover, researchers have also mentioned key challenges for the market players so that they avoid risks, make changes to their plans, and continue operations. This will save resources and let the producers manage the resources carefully, without compromising on the quality of products and timely delivery to the market.

Market Opportunities:
The Search Engine Market Research Report also specifically mentions the opportunities for the business owners so that they implement the right strategies and make the most of it. The opportunities mentioned in the report help the report buyers and stakeholders to plan their investments right and get the best return on investment.

Market Trends:
Search Engine Market also witnesses few trends that help businesses plan more profitable strategies. The ongoing trends are mentioned in the report with the latest information. This information is useful for businesses to plan on manufacturing highly improved products as well as customers can get an ideal of the upcoming products in the market.

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Table of Content:

Section 1 Introduction
Section 2 Highlights and of the Report
Section 3 Search Engine Product Regulations
• Product Definition and Classification
• Regulations in the United States
• Legislation
• Regulations in Europe
• Process
• Regulations in Japan

Section 4 Search Engine: Market Background
Section 5 Search Engine: Market Dynamics
• Market Drivers
• High demand of Search Engine
• Increased Sales driving the Search Engine Market
• Need for personalization
• Increased demand for innovative products
• Improvements in Technology
• Market Restraints
• Higher Demand for Warranties
• Financial Load of Revision Process
• Higher Number of Implant Recalls

Section 6 Impact of the COVID-19 Pandemic
• Introduction
• Outbreak
• Impact of COVID-19 on KEYWORD

Section 7 Market Breakdown by Product-type
• Introduction
• Primary Search Engine
• Industry Size and Forecast
• Industry Analysis
• Revision Search Engine
• Overall Market Size and Forecast
• Market Analysis

Section 8 Market Breakdown by Application
• Introduction
• Market Size and Forecast
• Market Analysis

Section 9 Market Breakdown by End User
• Introduction
• Market Size and Forecast
• Market Analysis

Section 10 Market Breakdown by Region
• Introduction
• North America
• Europe
• Rest of Europe
• Asia-Pacific
• Rest of Asia-Pacific
• Rest of the World

Section 11 Competitive Landscape
• Global Company Share Analysis
• Mergers and Acquisitions
• Agreements, Product Launches, Collaborations, Partnerships and Achievements

Section 12 Company Profiles
Section 13 Appendix

Contact Us:
Nehal Chinoy
Runwal Platinum,
Ramnagar Colony, Bavdhan,
Pune, Maharashtra, India-411021
IN +919881074592
[email protected]
https://www.qurateresearch.com/

About Us:
Qurate Business Intelligence delivers unique market research solutions to its customers and help them to get equipped with refined information and market insights derived from reports. We are committed to providing best business services and easy processes to get the same. Qurate Business Intelligence considers themselves as strategic partners of their customers and always shows the keen level of interest to deliver quality.

This release was published on openPR.

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Kevin Miller’s Journey From Startups to Co-Founding an SEO Agency

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When GR0 CEO Kevin Miller received a call from his dad about his career change, the voice on the other line said “That’s the craziest thing I’ve ever heard.”

Coming from Ormond Beach, Florida, a younger Miller always wanted to have a job at one of the biggest technology companies in the world: Google. After studying at Georgetown University’s McDonough School of Business in Washington, DC, Miller had relocated to the west coast and achieved his dream.

The job Miller was hired for wasn’t originally his own, though, and had instead been offered to a friend who declined the offer in favor of another. At the time, Miller made a request to that friend: “Please apologize to your recruiter for not taking the job and say you have a great candidate to introduce.” It took him four months, seven interviews, and a good deal of rent struggles, but in the end he got a job at the company he’d always dreamed of working for.

Then, two years later, he quit.

Miller’s father called this crazy decision, but the entering young man felt he had learned all he could from the role, so he set his sights on building something of his own.

He enlisted in Tradecraft, a $14,000 marketing bootcamp where ironically, most of his peers voiced a desire to work for one company: Google. Instead, Miller wanted to learn how they built businesses, analyzing product development, company culture, and more, all from the inside. He also examined different markets and possibility spaces, searching for both passion and opportunity. That was exactly what he found when he discovered Search Engine Optimization.

From the bootcamp, Miller was able to transition back to the startup world by taking a Director of Growth position with Spire. At Spire, Kevin got his feet wet with SEO and began to implement some of the strategies that he was slowly beginning to get a grip of. Later, as the Head of Growth at Open Listings in Los Angeles, Kevin honed in on his crafts and saw so much success from his SEO tactics that he eventually decided to work as a consultant for other DTC and eCommerce brands.

Gr0 Media

However, Miller’s first foray into using SEO on one of his own brands was with a basic English-language tool he developed in late 2019: TheWordCounter.com. This online tool would count words, analyze writing practices, and even offer help for board games by taking random letters and finding words with them. With his understanding of the online medium, he was able to achieve over 750K unique visits per month, and rank on Page 1 of Google for more than 300,000 keywords. From there, he knew he was ready to build something of his own.

In April of 2020, Miller and longtime friend Jon Zacharias, launched their LA-based SEO agency. Their objective was to defy the approach of other agencies, who tried to offer a multitude of products, and instead own this one corner of the marketing world and become industry experts.

Zacharias brought a decade of SEO knowledge to the team, and as a former employee of the world’s biggest search engine, Miller and Zacharias were well-poised to build something great.

They developed a three-pronged approach to SEO: content writing, backlink acquisition, and on-page optimization. Using extensive keyword research related to a client’s products and services, GR0 gained the ability to increase SERP (Search Engine Result Page) rankings and generate organic traffic through the search engine.

Miller compared to the end result to a car; the optimized website being the vehicle itself, the content fueling it, and the backlinks operating the pedal and propelling it forward.

Miller and Zacharias found this strategy worked well with their initial five to six clients, but they had a problem: They had no employees. These clients were personally maintained by the two entrepreneurs themselves, with some contract work from content writers and engineers they recruited through LinkedIn and Upwork. This lasted for several months, until they made their first hire: a content editor.

To finance their business, Miller and Zacharias each invested $20,000, without support from lenders or VCs. Just like the online traffic they garnered, they both had to grow their business organically, managing campaigns themselves in order to fund new hires, which in turn allowed for more campaigns.

In just one year, they’ve hired 75 full-time employees and worked with companies like Pressed Juicery, Universal Music Group, and Ritual to yield a combined one billion new page views, and increase organic revenue for clients by 10x.

During all of that, Miller knew how easily they could fail, and often recalled the job he gave up at Google for his current company. Still, he persevered, challenging himself to be the best he possibly could, because of one simple fact: “You only get so many revolutions around the sun.”

Don’t Know How to Deal With Your Self-Storage Digital Marketing?

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There are many steps to building a successful marketing strategy for your self-storage business, and many of them relate to the web. Digital marketing is a great way to build your brand presence online, but it also takes a great deal of time, knowledge and effort that many facility operators simply don’t have. Hiring an agency is a great way to achieve your goals while focusing your energy on other areas of the business. Let’s explore the benefits of outsourcing, plus how to choose a partner get the most out of the relationship.

Benefits

Connecting with the right audience at the right moment takes time and resources, and self-storage owners and managers typically don’t have the capacity to juggle digital-marketing responsibilities in addition to everything else they do to run the property. Even if you can squeeze in a few minutes each day, you won’t be fully focused on the task at hand. By outsourcing, you’ll be able to focus on other aspects of the operation, so you can excel without sacrificing quality of work.

Hiring a good digital-marketing agency means you’ll be working with experts who have years of experience in planning and executing successful campaigns. These professionals will provide a fresh perspective that may make the difference between business growth and stagnation. You’ll also gain access to the latest tools and a team that’s up to date on industry trends.

In addition to saving you time and lightening your load, an agency can help you cut costs. With the right partner, you’ll have access to web developers and people with know-how on social media, content, advertising and search engine optimization (SEO), which is usually more cost-effective than paying salary and benefits to in-house staff. It also saves you the expense of employee recruitment, hiring, training and turnover.

Finally, an experienced agency will help cut costs associated with customer acquisition. A well-executed strategy combines SEO, content and pay-per-click (PPC) efforts to convert potential users into paying tenants for as little investment as possible. Consistently maintaining a high-converting website and low costs per lead will drive more revenue and save you of dollars each year.

What to Outsource

The tasks of your new digital-marketing partner is qualified to handle depends on whether you’re going to a full-service agency to handle all aspects of your advertising or a specialized provider that focuses on just one or two areas of expertise. Here are some specific services you may choose to outsource:

Content. Well-developed content creates visibility for your self-storage brand by driving users to your website through clicks, engagement and backlinks. This is a broad category that encompasses any type of material directed at users. Offerings include blogs, video, web pages and page optimization of pre-existing content.

Email. Email marketing has evolved significantly but continues to play an integral role in targeting users and generating leads. In agencies, copywriters and strategists work to understand your subscribers and develop messaging that’ll encourage opens, drive traffic and increase sales.

PPC advertising. Platforms such as Google Ads, Facebook Ads and Instagram Ads have taken priority. This approach allows you to drive traffic and leads faster than waiting on certain SEO tactics to take hold or social media reach.

SEO. Optimizing your website and online profiles will help your business rank higher in search results, and an agency can help your site rank higher for the key terms your target audience uses to find self-storage brands and services. SEO offerings may include audits, competitor analysis, on-page optimization, monthly reports and more.

Social media. With the number of users consistently on the rise on these platforms, having a data-driven, well-thought-out approach to your social media is important. An agency will develop engaging content and help reach your audience to drive sales or web traffic. Services include strategy, account creation and branding, education, consultation, and more.

Web design and development. There’s no reason to drive traffic to your website if it isn’t well-developed with a user-friendly design and layout. Agencies offer a variety of services in web development ranging from site management to the creation of an entirely new website that better represents your brand and engages users.

Choosing an Agency

Deciding you’re ready to hire an agency to assist with your self-storage digital marketing is the easy part. The difficulty comes in choosing the experts. While there are plenty of options, it’s important to find a partner with the experience you want and the services you need.

One of your first steps should be to understand your marketing goals and how working with an agency can assist you meet them. Not only will this help you develop an executable strategy, it’ll allow you to communicate from early on what you’d like to achieve. Here are some other important considerations:

Values ​​and culture. You’ll be working closely with this agency for a while, so make sure your self-storage team meshes with theirs. Having company values ​​and cultures that align helps avoid the stress of working with people who don’t operate in the same way.

Industry experience. There are many digital-marketing agencies that specialize in self-storage. Finding one that has experience in the industry helps guarantee the team will understand your audience and competition and connect with the customers you want to target.

Realistic promises. It’s easy to fall for promised results that seem too good to be true. If it feels like you’re being led on, you probably are. Efficient strategies should include long- and short-term goals, and the team you’re working with should be able to communicate expectations when it comes to achieving them.

strong communication. Not only should an agency be easy to reach when you’re a prospective client, your contacts should be reasonably accessible once the partnership is established. If you’re struggling to understand how something works or aren’t happy with performance, scheduling a time to discuss issues shouldn’t be a hassle.

Good reputation. Finding a digital-marketing agency with a solid portfolio and reputation will help ensure their work will meet your expectations. If it’s difficult to find examples of past work or what’s available is much different than what you envision, it’s best to continue your search.

Ensuring a Successful Partnership

Whether you plan to take a hands-off approach to your self-storage digital marketing or want the benefit of coaching, it takes work to ensure your partnership a success. It’s important to ask questions, understand the process and set realistic expectations in terms of cost, deliverables and timelines. Don’t be afraid to ask for clarification or additional information. It’s OK to not know why a certain font was used or what the latest data results mean. The best way to learn is to inquire, which creates the opportunity for everyone to figure out what works best for your business.

It’s also important to be transparent about your goals and budget. Keep your expectations realistic, and understand that generating web traffic and leads takes time and money, no matter the approach.

In addition, understanding the dynamics and roles of your agency team will help with communication and workflow. The professionals with whom you’re likely to engage include:

  • Account manager: Oversees your partnership and serves as your main point of contact
  • SEO specialist: Optimizes website content to increase visibility and increase search-ranking results
  • Content writer: Develops content in a variety of formats including blog posts, “About Us” pages, facility-location pages and other web copy
  • Social media manager: Leads social media efforts to publish content and drive engagement with users
  • Paid-search specialist: Manages PPC advertising on platforms like Google, Facebook and Instagram
  • web developer: Designs your website to fit your brand and goals, and maintains the site to make sure it runs efficiently

Take the Leap

If you’ve been considering the help of an agency to help with your digital marketing, there’s no better time to get started. Developing an effective strategy is no easy task, so it’s best to reach out to a reputable company that’s experienced in self-storage and can help you achieve your goals. Whether you want to drive traffic, engage with users or increase sales, you’ll rest easy knowing your online presence is in good hands.

Melanie Terschak is the director of product for Go Local Interactive, a Kansas-City-based marketing agency. She oversees the growth, development and innovation of the company’s digital-marketing products, including SEO, PPC, local-listings management and content development. She’s developed and implemented digital-marketing strategies in the self-storage industry for more than eight years. For more information, call 913.689.3170.

Top 10 SEO Priorities For Your First Week As A New Marketing Manager

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As a new marketing manager, the first week can feel like a whirlwind of attempting to understand the people, processes, technologies, and campaigns under development.

When you couple that with “owning the SEO” side of the department, one may ask themselves, Where do I even start?

Given that SEO isn’t a one-and-done initiative, you’re on the lookout for the highest impact actions you can take to set the foundation for your longer-term SEO success.

The recommendations here are from a marketer’s perspective at a mid-sized, multi-location business.

The most important objectives in the first week are to understand your organizational, administrative, and team goals.

These north stars ensure alignment with your teammates and organizational mission before you can start executing.

Along with getting to know your team and the resources available, here are the systems to prioritize and ensure are providing accurate data.

1. Install Website And Conversion Analytics

It will take you more than a week to audit your analytics systems and ensure that your session and conversion data are 100% accurate. However, having any level of analytics tracking is better than nothing.

At a baseline, make sure Google Analytics tracking is firing on your website, landing pages, and blog.

If your website is hosted on one CMS and your blog on another, you’ll need to check both places to ensure tracking is configured properly.

GTM/GA Debugger is my favorite free browser-based tool for quickly debugging erroneous or duplicative GA and GTM tracking code on site.

Run the debugger on your site to ensure you aren’t seeing multiple pageviews firing on every page. Here are a couple of examples that show that the GA or GA4 tag is only firing a single time on the page.

Screenshot from GTM/GA Debugger, April 2022
ga4 debugScreenshot from GTM/GA Debugger, April 2022

If you see multiple pageviews firing on each page, you’ll know you have analytics issues to address down the road.

2. Set Up Google Analytics Alerts

After configuring your baseline analytics, it’s time to set up custom alerts in GA. Alerts are a simple way to get notified if your site sees a sudden dip in traffic or conversions.

Feel free to use this alert configuration for your own site, which you can access in admin settings.

Custom GA AlertsScreenshot from Google Analytics, April 2022

3. Implement Rank Tracking

You’ll likely spend the first few weeks on the job learning about your buyer, products, competitors, marketing channels, and much more.

One of the easiest-to-understand metrics for helping your team track your SEO performance is overall growth for first page, non-branded Google rankings.

Theoretically, as you create content, optimize your site, and grow your backlink portfolio, you should be seeing an increase in first page rankings for non-branded keywords.

During your first week, you can benchmark this value and start to understand what topics/keywords are on the cusp of ranking on the first page of Google.

Consider these keywords as your “low hanging fruit.” If you are looking for a quick win, focus on improving the content on the pages that are about to rank on page one.

Here is an example of a Semrush report tracking these metrics to provide this baseline to your team quickly:

First page Google rankingsScreenshot from Semrush, April 2022

It will likely take you longer than a week to determine the topics you need to build your content and SEO strategy around, but this will at least give you a starting point.

4. Set Up Google Search Console

At a basic level, GSC tracks your ability to get crawled and indexed in Google and highlights potential issues that impact Google’s crawlers from accessing your site.

In your first week, you’ll want to check:

Your sitemaps are submitted, and the volume of pages listed in your sitemaps matches the volume of pages being indexed in Google (as noted in the coverage report).

They will likely never exactly match, but if you see a discrepancy of 50% (of pages in the sitemap vs. valid pages in the coverage report), there could be content quality or technical issues causing Google not to index your site.

You don’t have any manual actions or security issues.

If you’re unsure what your predecessors did from a marketing or CMS security perspective, check these areas to ensure you’re not being impacted.

Any spikes in impressions or clicks data as listed in the “search results” report.

Pull the last 16 months of data and note any specific timeframes for when your site saw these impacts within search.

Google Search consoleScreenshot from Google Search Console, April 2022

5. Set Up Brand Mentions Listening

The easiest way to generate backlinks to your site is by ensuring that any other site that mentions your brand also links to your site.

If you don’t yet have an SEO tool, Feedly follows industry publications and brand mentions.

However, my favorite SEO-specific tool is Semrush’s brand monitoring tool which allows you to track unlinked brand mentions.

Brand monitoring in SemrushScreenshot from Semrush, April 2022

6. Verify Google Business Profile Listings

The complexity in your marketing department increases when you are also responsible for the local digital presence of individual branches, franchises or sales offices.

In your first week, make sure each location has a Google Business Profile page with accurate name, address, and phone number information.

As part of this process, start the claims process for verifying your listings. This can take up to a couple of weeks, so you’ll want to get started.

7. Set Up Annotations

If you’re fortunate, your predecessor left records of the most important dates in your company’s marketing history, including website launches, CMS migrations, campaign start/end dates, etc.

Some of these records may be stored in Google Analytics Annotations which allow you to leave detailed notes about any events that may impact your traffic, conversion, or revenue data.

In your first week, if nothing else, review the annotations from the last years and add in the date that you started at the company to show the progress you’ve made once you’ve reached the 90, 180, and 365-day mark at the organization.

8. Install Google Tag Manager

The best configuration for most organizations to manage tracking scripts is through Google Tag Manager.

Proper implementation of GTM allows you to see all of the scripts running on your site and the pages that those scripts are firing on.

If you’re coming into a new role without being given clear tech stack documentation, Google Tag Manager can help you what systems are used on-site for tracking, advertising, and much more.

9. Run A Crawl To Establish Benchmarks

Ideally, by the time you start your new role, you already have a general idea of ​​the web presence of your new organization.

In your first week, run a crawl using ScreamingFrog or another crawling tool to identify the volume of SEO issues to address and get a better sense of your information architecture.

Whatever crawl tool you use, make sure it can crawl all of the subdomains connected to your site, so you can gather a complete picture of all of the web properties you may be working with.

Here is an example of the kind of visuals to help you understand your information architecture.

Screaming Frog ReportScreenshot from Screaming Frog, April 2022

10. Inventory Your MarTech Stack

As spending on SaaS applications continues to rise, your new organization may use between 20 to 150 different applications across the organization.

You don’t need to know the ins and outs of all of them.

If you can document all marketing and sales tools and their respective uses, you’ll better understand what you can start using right away (vs. going through the purchase process of other tools).

Your first week will fly by. If you can tackle this list, you will have the foundation to track, optimize and launch your upcoming campaigns.

More resources:


Featured Image: wear it out/Shutterstock

Airbnb and new property owner apologize for ‘slave cabin’ listing

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(CNN) — An Airbnb listing for “an 1830s slave cabin” has been removed from the rental site after a TikTok video about the property went viral.

The Panther Burn Cottage located on Belmont Plantation in Greenville, Mississippi, has been removed by Airbnb, and the company apologized for the listing on Monday. The owner has also apologized, saying that the cottage’s listing was a leftover from the previous owner, who had locked him out of the social media and property rental accounts until the TikTok post went viral.

“Properties that formerly housed the enslaved have no place on Airbnb. We apologize for any trauma or grief created by the presence of this listing, and others like it, and that we did not act sooner to address this issue,” Airbnb said in a statement provided to CNN.

The company said it is removing other listings that include former slave quarters in the US and is developing new policies

The new owner of Belmont Plantation, Brad Hauser, also apologized for the listing.

“As the new, three-week owner of The Belmont in Greenville, Mississippi, I apologize for the decision to provide our guests a stay at ‘the slave quarters’ behind the 1857 antebellum home that is now a bed and breakfast. I also apologize. for insulting African Americans whose ancestors were slaves,” Hauser said in a statement to CNN.

He also said he was told when he purchased the cottage that it was not a slave quarters because the building was not old enough to have housed enslaved people.

The Airbnb listing, which the company has since removed, says the property is “an 1830s slave cabin.”

courtesy Wynton Yates

In a now private promotional video posted on YouTube by previous ownership, the cabin is said to have been relocated several years ago to the plantation from Panther Burn, Mississippi, and was initially a two-bedroom sharecropper’s cabin that was converted into a doctor’s office.

Hauser said in his statement that he “strongly opposed the previous owner’s decision to market the building as the place where slaves once slipped after toiling in the cotton fields in human bondage.”

Hauser tells CNN he has no plans to rent out the cabin again.

Joshua B. Cain is listed as the previous owner in 2021 property records reviewed by CNN.

Hauser says Cain did not transfer ownership of online advertising assets associated with the plantation until after the controversy began.

CNN has reached out to the previous owner Joshua Cain for comment.

“This is not OK in the least bit,” said Wynton Yates late last week in his TikTok video. Yates became aware of the Airbnb posting when his brother shared it in their family group chat. His original posting had 2.6 million views by midday Tuesday.

“How is this OK in somebody’s mind to, to rent this out — a place where human beings were kept as slaves — rent this out as a bed and breakfast?” asked Yates, an entertainment attorney in New Orleans, in his viral post.

Wynton Yates captured these images of the cabin before the listing was removed.

Wynton Yates captured these images of the cabin before the listing was removed.

courtesy Wynton Yates

Yates, who is Black, told CNN that renting out the renovated cabin is “an egregious leveling up of this atrocity of just disrespecting and making a mockery of what is the slave experience because we’re in a country where we’re still experiencing the repercussions of slavery.”

In his initial TikTok video about the property, Yates said he was upset by the guest reviews.

“We stayed in the cabin and it was historic but elegant,” one guest wrote in a review shown in a screengrab in the video and read aloud by Yates. “A slave cabin is elegant,” he repeats incredulously.

“The history of slavery in this country is constantly denied, and now it’s being mocked by being turned into a luxurious vacation spot,” he said on TikTok.

While some viewers of his post have called for such buildings to be destroyed, Yates said in a subsequent post that he believes these buildings should remain.

Yates told CNN that it’s up to owners of plantations or those wishing to purchase them to research the enslaved people who lived and worked on the land so an accurate accounting of history can be given.

He said the attacks on teaching an accurate history of slavery and attempts to erase history will cause future generations to think slavery was a myth.

Hauser, the new owner, told CNN that he is working to find experts who can help him identify people who have lived and were enslaved on the Belmont Plantation to provide an accurate account of history.

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20 Digital Marketing Terms & Definitions You Should Know

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Image source: Getty Images

There’s plenty of marketing terminology floating around these days, and keeping up with it all can be tough. Here’s a list of 20 digital marketing terms that all marketers should know.

From SEM to CTR to CAC, it can be hard to keep up with all of the marketing lingo being thrown around these days. Of course, not knowing what these terms mean can make it difficult to keep up with conversations about marketing.

Ideally, a digital marketer should be able to understand the “what” and the “why” behind each of these terms. The “what” is usually straightforward, such as what an acronym is short for. The “why” is a more nuanced and important look at why a marketer should care about a given term and what it means for business.

If you’ve been looking for a way to improve your marketing vocabulary, or you want to find a marketing glossary, you’re in the right place.

We’ll explain the what and the why behind our list of 20 marketing terms every digital marketer should know.

The Top 20 Digital Marketing Terms You Should Know

For this list, we’ve avoided creating a marketing dictionary of basic terms such as “social media,” “website,” or “advertisement.”

Instead, we’ve focused on digital marketing terms that new and experienced marketers alike may have overlooked or be fuzzy on. We also have a bias toward terms that aren’t just buzzwords but have some substance behind them.

If that sounds like a list you’re interested in, let’s jump in.

1. Conversion rate

Conversion rate is the percentage of customers, or potential customers, that take a specific action. The “specific action” can be anything from opening an email, to signing up for a demo, to making a purchase. Since many marketing efforts focus on compelling a customer to take that next step in the sales funnel, conversion rate is an important marketing metric.

As a marketer, it’s important to be able to contextualize conversion rate data. Average conversion rates vary greatly depending on marketing channel and industry.

For example, Marketing Sherpa research found that the average website conversion rate for the professional or financial services industry was 10%, while the retail or ecommerce industry was only 3%.

2. Push marketing

Push marketing refers to marketing efforts designed to send a targeted message to a given set of potential or existing customers.

Examples of push marketing include targeted email campaigns, television and radio ads, and line-of-sight marketing using digital signage within brick-and-mortar locations.

3. Pull marketing

Also called inbound marketing, pull marketing refers to marketing efforts designed to “pull” or attract sales prospects to your website, brand, and products or services.

Examples of pull marketing include SEO (search engine optimization) and social media marketing.

4. Customer acquisition

Digital marketing is all about customer acquisition and retention. Customer acquisition refers to all of the sales and marketing activities involved in obtaining a customer.

5. Customer acquisition cost (CAC)

Customer acquisition cost (CAC) tells you the average cost of acquiring a customer. You can calculate CAC using this formula:

sales and marketing expenses ÷ total number of customers = CAC

CAC is important because, coupled with CLV (customer lifetime value), it can tell you a lot about the potential profitability of your business model.

6. Customer lifetime value (CLV)

Customer lifetime value (CLV) tells you the amount of revenue a customer generates for your business. CLV is sometimes referred to as lifetime customer value (LVC). There are a number of different ways to calculate CLV, but here’s one of the simplest:

average purchase amount x frequency of purchases x customer lifespan = CLV

Here are a few rules of thumb you can use to analyze your business model using CLV and CAC:

  • If CLV divided by CAC is higher than one, each incremental customer is costing you money.
  • If CLV divided by CAC is less than one, each incremental customer is bringing in money.
  • Generally, having a CAC that’s about a quarter to a third of your CLV is considered a good foundation for profitability. If your CAC costs are lower than that, you may be under-investing in customer acquisition.

7. Search engine optimization (SEO)

Search engine optimization (SEO) is one of the most common marketing terms digital marketers encounter.

Simply put, SEO is the process of increasing the amount and quality of traffic to your website from unpaid web search results. The “unpaid” part is important; SEO excludes paid search.

8. Search engine marketing (SEM)

Search engine marketing (SEM) is the process of increasing the amount and quality of traffic to your website using SEO and paid advertisements. In simple terms, SEO + paid search results = SEM.

9. Search engine results page (SERP)

Search engine results page (SERP) is the page of results a user sees when they type a term into a search engine. Generally speaking, the higher your SERP rank for a given term, the more likely a user is to click on your result.

10. Impression

An impression is an instance of a piece of online content being shown. Often, the term is used in the world of paid online ads. For example, clickthrough rate (CTR) is calculated using clicks and impressions.

11. Clickthrough rate (CTR)

Clickthrough rate (CTR) is the percentage of clicks a campaign receives relative to the number of impressions. A higher CTR often implies that campaigns are resonating more effectively with viewers. The formula for CTR is:

(clicks on a campaign ÷ total campaign impressions) x 100 = CTR

For example, if a given ad campaign has 5 clicks and 500 impressions, the CTR is 1%: (5 ÷ 500) x 100 = 1.

12. Cost per mille (CPM)

Cost per mille (CPM) is one of the few pieces of marketing lingo to use Latin. “Mille” is Latin for “thousand,” and CPM means cost per thousand impressions. CPM is often used for setting the price of a given paid ad campaign.

13. Cost per click (CPC)

Cost per click (CPC) is the marketing jargon that refers to the cost of each click in a paid search campaign. With the CPC model, you pay based on clicks as opposed to impressions. CPC is popular on pay-per-click platforms such as Google Ads.

14. Customer relationship management (CRM)

Customer relationship management (CRM) is the process of building, maintaining, and enhancing an organization’s relationship with its customers.

For many digital marketers, CRM software is an important aspect of effective CRM because the right software can enable scalable contact management, customer segmentation, automation of marketing efforts, and sales analytics.

15. Content management system (CMS)

A content management system (CMS) is a type of software designed to simplify the process of creating a website and publishing content. CMS software, such as the very popular WordPress platform, can help streamline everything from content management, to SEO, to user management.

16. Marketing analytics

Marketing analytics and digital marketing go hand in hand. Marketing analytics, or digital marketing analytics, is a data-driven approach to the measurement of marketing effectiveness. With the data marketers can capture from social media, web forms, and other mediums, marketing analytics can enable insights that make future campaigns more effective.

17. Bounce rate

Bounce rate is the ratio of how many users “bounce” after visiting your website. A “bounce” is a visit to your site that doesn’t involve the user visiting any other pages or taking any other actions. That is, they land on a single page and leave.

All else equal, a low bounce rate is better than a high bounce rate, but this is another piece of marketing terminology where context really matters. For example, you can expect press releases, contact pages, and product pages to have significantly different bounce rates. After all, a user likely landed on those pages for very different reasons.

18. Return on investment (ROI)

Return on investment (ROI) is the percentage of return made on a given investment. While there are plenty of marketing-specific metrics you’ll come across as you work through the marketing process, it’s important not to overlook the fundamentals, such as ROI.

Of course, the hard part of ROI in the world of marketing is attributing sales to a given marketing campaign. How can you know exactly what nudged the customer to make the purchase? Unfortunately, there is no single clear-cut answer to this question for every case. However, marketing analytics tools and email marketing software such as Mailchimp can help you attribute returns to specific campaigns.

19. A/B Test

A/B tests, sometimes referred to as split-run tests, are tests where two different versions of the same thing are tested and measured for effectiveness. In the world of digital marketing, the “thing” being tested is often a web page, social media campaign, email campaign, digital advertisement, or sign-up form.

To effectively A/B test, digital marketers need to control for all variables except for the one they’re testing, look to avoid bias in the way the test is delivered, and capture a large enough sample size. In many cases, CRM software or email marketing software can help with A/B test implementation.

20. Customer segmentation

Customer segmentation, also known as market segmentation, is the process of categorizing and segmenting customers based on different criteria. The objective of customer segmentation is to enable you to group customers based upon their needs, interests, and budget as well as their potential value to your business.

By properly segmenting your customer contact information, you can send more targeted and useful information that your customers are more likely to find compelling. For example, proper customer segmentation is a big part of creating an effective email blast. You may also boost your conversion rates and overall marketing ROI.

Remember to understand the “why” behind each term

While memorizing a list of marketing terms to know has its benefits, understanding the “why” behind each term is more important. As you go through any list of terms like this, be sure the “why” makes sense to you.

For example, customer segmentation matters because it enables you to send more useful and targeted information to your potential customers. Similarly, ROI, CAC, and CLV help you understand the profitability of your efforts.

By focusing on the “why,” you can better understand how to contextualize the term and make sure you focus on using it (or not) to further your marketing efforts.

iPhone 14: Here’s what we know so far about new features

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Even though the iPhone 13 is still the new kid on the block, rumors have already painted a picture of what to expect from the so-called iPhone 14. We expect the iPhone 14 to be introduced in September of 2022, and rumors suggest we could See a major redesign, new features, and more. Head below as we round up all of the iPhone 14 rumors so far.

What will the iPhone 14 be called?

Given that the iPhone introduced in 2021 was indeed branded as the iPhone 13, we expect the 2022 iPhone to be the iPhone 14. Whether or not Apple ever returns to the “S” branding remains to be seen, but rumors indicate the 2022 iPhone will be a big enough upgrade to warrant a new number altogether.

There’s also the possibility that Apple abandons numbers on the iPhone line altogether, and new iPhones are designated simply by their size, “Pro” or non-Pro, and year. This would match what Apple has done to the iPad lineup over the past several years.

Apple marketing names stay under wraps until the last minute. This means we’ll have to wait until 2022 to learn more about what that year’s release will be officially called.

What features and specs is iPhone 14 have?

No notch

The biggest change that we currently expect with the 2022 iPhone is the removal of the notch cutout. The notch design was first introduced with the iPhone X, and it has stayed the same since then. The notch is where Apple houses its sensors for things like Face ID.

Reliable Apple analyst Ming-Chi Kuo reports that Apple will drop the notch in 2022, starting with the high-end iPhone 14 Pro. Kuo describes the design change as a “punch-hole design.” Meanwhile, Bloomberg’s Mark Gurman has reported that the iPhone 14 is set to feature a “complete redesign.”

Furthermore, Kuo says that the punch-hole design will only come to fruition if Apple’s prototyping and production go according to plan. Apple’s current goal is to bring the hole-punch design only to the high-end iPhone 14 Pro and iPhone 14 Pro Max. As such, the standard iPhone 14 will retain the notch design unless Apple exceeds product yield goals.

If the punch-hole design sounds familiar, that’s because it’s currently used on many high-end Android flagships. It makes sense for Apple to adopt this design with the iPhone 14.

YouTuber and leaker Jon Prosser also corroborated the punch-hole design, claiming to have seen real-life images of the iPhone 14 Pro Max without a notch.

On the iPhone 14 Pro, the “punch-hole” would house the camera that’s currently located in the notch. What remains unclear is the fate of Face ID. It’s possible that Apple abandons Face ID in favor of under-display Touch ID.

Here’s the technology currently located in the iPhone’s notch:

  • Infrared camera
  • Flood illuminator
  • Proximity sensor
  • Ambient light sensor
  • Speaker
  • Microphone
  • Front camera
  • Dot projector

The reliable analyst Ross Young, however, has offered a bit more detail on the design of the iPhone 14 Pro and iPhone 14 Pro Max. According to Young, Apple is actually planning to use a use a “hole + pill design” on the iPhone 14 Pro and iPhone 14 Pro Max.

In a report, Young explained:

We now believe Apple will have a hole + pill design on the iPhone 14 Pro and Pro Max models. The smaller hole will not be invisible…The two hole concept will be unique to Apple, like the notch, not similar to all the pill models from Huawei.

This combination hole-punch and pill-shaped cutout would seemingly give Apple more room to fit all of the aforementioned components outside of the notch.

Touch ID

While early iPhone 14 rumors indicated that Apple would bring under-display Touch ID to the iPhone, this no longer appears to be the case. More recent reporting from Ming-Chi Kuo suggests that Apple has been forced to delay under-display Touch ID to 2023 instead.

According to Kuo, Apple has faced “lower than expected development progress” on its work to integrate Touch ID into the iPhone’s display. It’s also possible Apple takes a less ambitious approach and integrates Touch ID into the iPhone’s power button, similar to the iPad Air and iPad mini. But ultimately, Touch ID is not expected to be an iPhone 14 feature this year.

No camera bump

According to Prosser, at least some models of the iPhone 14 will not feature a camera bump. Currently, the iPhone features a protruding camera bump because of the thin design of the iPhone and the necessary thickness of camera components.

Prosser says Apple will be able to forgo the camera bump with the iPhone 14 by making the iPhone itself thicker.

Camera improvements

The iPhone 14 will also include dramatic improvements to the front-facing camera, according to Kuo. The biggest change will be upgrades to the front-facing camera’s auto-focus features. More details here are unclear, but the front-facing iPhone camera has a way to go to catch up to the rear camera.

In terms of the rear camera, Kuo says the iPhone 14 Pro and iPhone 14 Pro Max will be upgraded to 48-megapixels, an increase from the 12-megapixel sensor in iPhone 12.

Although the sensor is 48 megapixels, it is possible that output images from the iPhone will still be 12-megapixels in resolution. Similar to some Android phones, Apple could use a smart scaling algorithm that takes the raw 48-megapixel data and creates a 12-megapixel output image with more detail and less noise.

Kuo believes the video camera system will also be upgraded for the iPhone 14, supporting 8K recording for the first time.

Screen sizes

Kuo also predicts that the iPhone 14 will not include a ‘mini’ form factor like the iPhone 12 and iPhone 13. Instead, Kuo suggests that Apple will offer four iPhones in two different screen sizes: 6.1-inches and 6.7-inches.

So it could be, for example, the iPhone 14 and iPhone 14 Max, then the iPhone 14 Pro and the iPhone 14 Pro Max. It will be unfortunate to see the 5.4-inch form factor discontinued after two years, but reports indicate the device has not sold nearly as well as Apple had expected.

Port-less

For several years, reports have suggested that Apple could introduce a port-less iPhone. This iPhone would not feature a Lightning port, instead, it would be completely wireless. This was once rumored to come in 2021, but that did not happen.

Therefore, it’s possible that the iPhone 14 is the first iPhone that’s available without a Lightning port. Instead of Lightning, the iPhone 14 would support wireless charging as well as Apple’s newest MagSafe technology. Apple is likely to make this change at the high end first with the 14 Pro. The lower-end models would follow over the next few years.

Ship and speed

While some rumors had anticipated that the iPhone 14 might use a new chip produced using 3-nanometer technology, that is no longer expected to be the case. Currently, Apple’s chip partner TSMC is expected to use an enhanced 5nm manufacturing process for the chip in the iPhone 14, likely referred to as the A16.

Best iPhone charging accessories:

Release date: When will iPhone 14 come out?

With the exception of the iPhone 12, which was delayed because of the COVID-19 pandemic, new flagship iPhones were generally announced and released in September. iPhone 14 will be released sometime during the second half of 2022, according to Kuo. As such, the iPhone 14 lineup is likely to be announced in September 2022.

Kuo also predicts that the iPhone 14 Max, or whatever it ultimately ends up being called, will be priced at under $900 USD.

What do you think of the iPhone 14 rumors so far? Are you planning to upgrade? Let us know down in the comments!

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TikTok’s Brown Butter Chocolate Chip Cookie Recipe

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Dating all the way back to my elementary school days, I have been called “the cookie monster” because nearly every playdate I’d have would end in me begging to make homemade chocolate chip cookies. All these years later, there is still something about a golden, brown-bottomed chocolate chip cookie with crisp edges and a chewy and gooey center that can always change my mood for the better. But you see, no two chocolate chip cookie recipes are the same; The ingredients you add or omit, though few in numbers, ultimately determine the final texture of your cookie, which makes it that much more important to get it right. I have tried many Variations of the classic chocolate chip cookie, and none compare to this amazing, chewy brown butter chocolate chip cookie recipe shared by TikTok user @audreysaurus.

@audreysaurus

crispy on the outside, moist & chewy on the inside.. the one true cookie 🍪 #LearnOnTikTok #TikTokPartner

♬ Graceful Bridge – DJ BAI

Though it may seem like a superfluous step, browning the butter before adding it to the dough not only gives the standard chocolate chip cookie a richer, more caramelized flavor, but it also adds a certain extra gooeyness when the cookies are warm that I have not been able to replicate in any other chocolate chip dough. When cooled, the cookies somewhat resemble the texture of a less-crumbly Tate’s Bake Shop chocolate chip cookie. So while it may seem like an additional, unnecessary step, I cannot stress enough that browning the butter before building your dough will give your cookies that special oomph that will have everyone reaching for more.

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In a small saucepan, melt the butter and bring to a light boil, swirling the pot consistently to make sure none of the bits at the bottom burn. Heating the butter like this causes the milk fats to solidify and caramelize, which is what makes up the delicious, amber-colored sediment that sinks to the bottom of the butter (pictured below).

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Add sugars and cream together using an electric mixer.

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When the butter and sugar mixture resembles wet sand, beat in the egg and vanilla extract.

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Sift in the flour and baking soda, making sure to fold these ingredients into the wet mixture gently as to not overmix the dough (aka: swap your electric mixer manually with a rubber spatula and start incorporating the ingredients into a smooth, cohesive dough).

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Add most of the chocolate chunks to the dough, reserving a few tablespoons on the side to roll the prepared cookie dough balls in before they go into the oven.

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Cover the dough, and allow it to chill in the fridge for half an hour.

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My go-to cookie measurement, especially for cookies with a lot of butter, is one rounded tablespoon of cookie dough per serving, and the dough balls must be two inches apart on the cookie tray in order to avoid them fusing together in the oven.

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Notes

The best way to ensure that your brown butter doesn’t burn is to pull it off the heat as soon as you see light-amber-colored particles resting at the bottom. The butter will continue to cook in the residual heat of the pan, carrying it all the way through to a rich, browned state without burning it.

TikTok's Brown Butter Chocolate Chip Cookie Recipe

Ingredients

  1. 1/2 cup unsalted butter, browned
    1/2 cup granulated sugar
    3/4 cup brown sugar
    1 egg
    Splash of vanilla
    1 1/2 cups all-purpose flour
    1 teaspoon baking soda
    3/4 cup dark chocolate chunks

Directions

  1. Line a cookie sheet with nonwax parchment paper.
  2. In a small saucepan, cook butter over medium-high heat until it has melted down and taken on a dark amber hue. Once it has reached this stage, remove from the heat.
  3. In a large bowl, browned butter, granulated sugar, and brown sugar until the mixture looks like wet sand.
  4. Add in egg and vanilla, stirring until they are just fully incorporated.
  5. Sift flour and baking soda into the mixture, and gently fold the ingredients together until they are just combined. Make sure not to overmix the dough.
  6. Add in most of the dark chocolate chunks, saving a few tablespoons to roll the dough balls in before baking.
  7. Chill dough for 30 minutes, covered.
  8. When the dough is almost done chilling, preheat the oven to 350°F.
  9. Remove the dough from the fridge, and scoop 1 tablespoon portions about 2 inches apart on your prepared cookie tray. Gently roll each ball of dough in the reserved chocolate chunks before placing the tray in the oven.
  10. Bake for 12-14 minutes, or until the cookies are golden brown on the bottom.
  11. Once the cookies are golden and fully cooked through, remove the tray from the oven and place the cookies on a cooling rack to chill for a few minutes until you’re ready to dig in.

Image Source: POPSUGAR Photography / Ashley Ortiz

How Dr. Orna Guralnick of ‘Couples Therapy’ Gets It Done

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Photo-Illustration: by The Cut; Photo: Courtesy of SHOWTIME

As a clinical psychologist and psychoanalyst in New York City, Dr. Orna Guralnik, 56, is used to being the one asking the questions. “I had nowhere on my horizon ever being in the public eye,” she tells the Cut. “That was never ever my plan.” But plans change. Guralnik now stars in Showtime’s Couples Therapy, a documentary series following the real-life psychotherapy sessions she holds with her patients currently airing her third season. (Think Esther Perel’s Where Should We Begin?). It’s an unscripted, intimate look at conversations between couples and how the therapy process unfolds. Guralnik, also a faculty member at NYU Postdoctoral Institute for Psychoanalysis — where she earned her degree — and at NIP (National Institute for the Psychotherapies), currently lives in Brooklyn with her family. Here’s how she gets it done.

On her morning routine:
I wake up early. Always too early. I never have to put on an alarm clock, sadly. If I’m lucky, I can wake up before other people and meditate for 15 minutes. But I’m not always lucky. My son has this, like, sixth sense of when I’m up, and he just wants to talk.

Then there’s a pretty intensive morning routine of getting him ready for school. Once he’s on the bus, I meet friends for coffee at a cafe down the block — it’s kind of an excited 20 minutes of prepping for the day together. I often meet my closest friend, Betsy, there. Our daughters have been best friends since kindergarten, and we became super-tight. I don’t have breakfast, I just have really strong coffee: two double espressos by 9:30 am Betsy and I and two other friends have been doing yoga together for years. Through the pandemic, we’ve done it on Zoom, mostly through a studio called Kula, two, three mornings a week.

Around 10 AM, the day gets super intense. I have my patients. I have stuff that has to do with filming for the show. I have to take care of my kids in various ways. My daughter is graduating from college, but there’s an essay of hers to edit. And once in a while, there is a crisis in my practice that I deal with.

On juggling her practice and filming:
I have long-term patients in psychoanalysis who I see twice or three times a week. On average, it’s about 28 to 30 hours of practice a week. I’m not one of those analysts that sees like 40 hours a week — I couldn’t do that. But during the 20 weeks of filming, it’s very, very demanding.

In addition to that, I have a pretty intense academic practice. When I stop filming, I then go back to my academic work. So in between filming seasons, I have time to write, prepare papers.

I have an amazing assistant, Christina, who works for me a few hours a week. I’ve been working with her for four years. We do some of the work in person and some of the work remotely, but she helps me with scheduling, collecting information that I need when my kid is applying to a school or other research. She’s a mom herself, so she totally gets what it’s like to be a working mother.

On choosing her path:
I had questions along the way. Is this the right field for me? It’s a very serious commitment to be a psychologist, and especially to be an analyst. I wasn’t sure if I wanted that. I was interested in the arts, and creating. And I wasn’t sure if I wanted to take the role of a healer, or if I wanted to focus more on my own stuff. Those were my dilemmas earlier in life, like in my twenties, and even at some point in my thirties.

On filming real, unpredictable sessions:
Psychoanalysts are always listening for the unconscious. So in a certain way, we want the unexpected; people need me to help them listen to what is unknown, unexpected, surprising — a different way of thinking about what’s going on. So every time there’s something unexpected that surprises me or surprises my clients, I’m happy, because that means something is moving, something’s changing. If I’m too comfortable, if I know what’s going on, it’s not the real work.

In doing the show, I’ve committed to the same thing. And that’s where documentary filmmaking and psychoanalysis really meet. There’s a meeting of minds — documentarians are kind of in the same place, where they’re waiting for the unexpected to happen. We’re there waiting for surprises all the time.

On the limits of analysis:
Some of the issues that people come in suffering with are not solvable. Whether it’s the absoluteness of death and loss, to certain physical or mental illnesses. If someone has a deeply-seated, biological, psychotic process going on, that’s not going to go away. A person might learn to live with it differently and reorganize differently. There are limits. So it’s kind of built into the work that there’s a certain kind of existential limit.

A lot of my work has to do with the relationship my patients and I have with reality. The many ways that we internally, unconsciously negotiate with reality. And sometimes the negotiation is a good negotiation, meaning we’re coming to terms with what we can and cannot change about reality. And some of the negotiations are faulty or problematic, all sorts of lies that we pile on — whether we lie to ourselves or lie to the world around us or lie by way of defenses and pretending things are not the way they are. I think my work is about developing a certain kind of more raw and immediate relationship with reality.

On her lower priorities:
If it wasn’t for my kids, I don’t know if I would even have dinner. I would probably eat something quickly to get it done with. I make sure that healthy ingredients make their way into his body one way or another, but we’re not big foodies. Somehow we miss out on that part of life.

On winding down:
I sadly do not watch TV, believe it or not. I read, I read probably a few pages. I have a pile of unfinished novels. There’s a name in Japanese for that pile: tsundoku. The pile of unfinished books by your bed.

I really love Helen Macdonald, who writes all of these books about birds like H is for Hawk. She’s my favorite author right now. I’ve been reading WG Sebald. And I’ve been listening to Audible — Oh my God, there’s an incredible rendition of Mrs. Dalloway by Annette Bening, with a soft velvety voice. It’s just amazing. These have been my go-tos to wind down in the evenings.

Eddie Betts book, excerpt about Adelaide Crows training camp, trade to Carlton, Don Pyke

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Melbourne champion Garry Lyon says it’s no surprise an infamous pre-season camp “destroyed” Adelaide after reading Eddie Betts’ confronting recollection of his experience.

An excerpt from Betts’ upcoming autobiography, ‘The Boy from Boomerang Crescent’, was released on Monday night via The Age in which the triple All-Australian labelled the camp “weird” and “completely disrespectful”.

Several players, including Betts, and officials departed the club in the years following the pre-season leadership camp, which foxfooty.com.au revealed details of in March that year.

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In the most damning first-hand account of the 2018 camp yet, Betts claimed private details shared in a counseling session during the camp were misused, while sensitive to Aboriginal cultural rituals were misappropriated.

“There was all sorts of weird shit that was disrespectful to many cultures, but particularly and extremely disrespectful to my culture,” he wrote.

Betts also wrote he was told he would “come back a better husband and father, a better teammate” after the camp – terms veteran players Taylor Walker and Rory Sloane used when defending the four-day event.

Speaking on SEN Breakfast on Wednesday morning, Lyon said he was stunned by Betts’ account, but added it provided important context as to the turmoil that followed at the Crows.

Rory Sloane and Eddie Betts during an Adelaide Crows game in 2019. Picture: Scott BarbourSource: Getty Images

“When you read those words from Eddie, there is no debate about how it impacted on him. He talks about the Indigenous players, the cultural differences or sensitivities that weren’t adhered to. That’s Eddie … and that’s unequivocal, right? You can’t argue with any of that,” Lyon told SEN Breakfast.

“And then you read this from Taylor Walker: ‘The camp that we went on as a footy club, personally I found one of the most beneficial and rewarding camps I’ve ever been on as an individual. I encourage any of my mates, family members to do the same. Our footy club, like most other AFL clubs, are trying to get an edge over (other teams).’ Rory Sloane: ‘I can speak about what I got out of it personally. I absolutely 100 per cent came back from that camp feeling like a better husband, a better son and a much better teammate than when I was before. For me, the experience was unbelievable.’

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“Now, clearly, everyone’s own experiences have been caught up in this and from an Indigenous point of view, a lot of it from Eddie said that cultural sensitivities weren’t adhered to – and that is very, very real.

“In the end, it was untenable. We talk about the atmosphere and environment … take apart who you agree with and you don’t agree with, the fact of the matter is it split the club down the middle. When you get the Sloane’s and the Walker’s, who have their recollection, and then you’ve got Eddie and others I would imagine… no wonder it destroyed that joint.

“You’ve got a section of the football club – and I’m not just putting this at the feet of Walker and Sloane, there may be others in the same boat – saying ‘I got so much out of this, it was good ‘. And then on the other hand, right at the other end of the scale, you’ve got ‘no, it ripped me apart, it ripped my relationship apart’. No wonder then from a footy club point of view and trying to stay together and on the same page, it ended up where it was.”

Eddie Betts was a star for the Crows. Picture: James ElsbySource: Getty Images

Essendon legend Tim Watson said he was shocked by the claims of cultural insensitivities during the camp.

“Given what they did at that camp you would think the planning that went into that – as part of that planning from a football club perspective – they would’ve said to these guys: ‘OK, what is it that you’re planning to do?’ And you would expect them to outline all the different areas that they were going to go, how they were going to go about it, what their objectives were – all those sorts of things,” Watson SEN Breakfast.

“So you would think somewhere in there, there would be somebody representing the Adelaide Crows and there would be somebody there as part of the Adelaide Crows group who would understand the cultural sensitivities for some of those Indigenous players if they were to present the camp in the way that it was obviously presented. At that point, you would think somebody would say ‘no, you are going into territory now that we shouldn’t venture into’.”

Lyon said Betts’ belief his private details he shared were then misused during the camp was a “betrayal”.

“I’m just reading the excerpt, so I haven’t read the whole book. But if you are told, whether you’re black or white or otherwise, ‘these camp people want to speak to you and they say to step aside from everyone else privately and we want you to have a conversation where you are open and vulnerable’ …And I go ‘OK. In terms of building me as a better player and a leader, I’ll share and I’ll give you these really sensitive things that, to me, are important’. Then to have that thrown back in my face, that’s not cultural for me,” Lyon said.

Crows surprise Blues at Adelaide Oval | 01:31

“How it affects me and someone else might be different based on culture, but that’s a betrayal for me.”

After kicking 310 goals across six seasons with Adelaide, Betts was traded back to Carlton at the end of 2019 to finish his career.

Four-time Power best and fairest winner Kane Cornes dubbed Betts one of the two most popular players to ever represent Adelaide alongside Tony Modra. So for Cornes, to “read how he was treated by his own football club – of which he is an icon of – that was the saddest part for me.”

Cornes said he would be fascinated by how the Crows, as well as South Australian media personalities, would respond to the Betts book.

“The question is, all of the people who have defended the camp and have said nothing went on … what do they do now?” he asked on SEN SA Breakfast.

“How are they going to deal with that? Because we do now have a ‘blow-by-blow account’, which is pretty harrowing that your second or most popular player in the club’s history was treated like an animal, really, on this camp.”

Cornes added: “There’s a lot of eggs on the face from Crows supporters, from the footy club and a few players that were there.”

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