Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and B2B industry news that caught our eye.

What is entity search, and how does it affect you?

Search engine marketing (SEM) is always evolving, and entity search is the latest development to watch for. Entity search aims to address the changing way users are searching, as 40-50% of searches are now conversational. This warrants a change of focus from keywords to conversational analysis. Learn why it’s important at Search Engine Land.

How to write killer subheadings

Subheadings are an under-appreciated element in copywriting. Used correctly, they help readers find what they’re looking for and break up long blocks of text into bite-sized pieces, making it easier for the reader to digest and increases the chances of them reading on. Copyblogger has some best practices to help you write next-level subheadings.

The weird war between Facebook and Apple

Tech giants Apple and Facebook are both household names and responsible for some of the world’s most popular hardware and software, but their stances on privacy are starkly different. While Apple promotes transparency and choice in terms of the data apps and websites collect from users, Facebook really wants users to “take advantage” of ad personalization. Watch their vastly different privacy commercials at Fast Company.

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