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Is SEO table stakes? (Hint: No!)

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Back in late 2006, the topic of the day was “Is SEO rocket science?” It wasn’t of course, unless you were referring to boosting your organic traffic to a rocket-like trajectory or trying to impress someone by spouting off the mathematical equation for PageRank.

As a nascent industry, it did seem to some at the time that search engine optimization (SEO) was a dark art, or at the very least, something the layperson could not easily comprehend.

Flash forward 12 years, and the prevailing feeling among many SEO’s has changed radically. Now, I’m hearing not only do they feel SEO is not rocket science, but it’s gone to the other extreme and has become table stakes, a basic practice everyone connected to digital marketing should know.

In some companies, SEO has become so generalized, top management feel there’s no longer any need for special expertise and are eliminating dedicated SEO teams as they cut editorial and content staff.

I have seen some of this dismissive attitude first hand. In 2015 a previous employer eliminated the SEO team and traffic dropped close to 30 percent soon after. The reason given for the elimination? SEO is table stakes.

Why has the idea that SEO is no longer a specialized practice and has turned into table stakes taken hold?

[Read the full article on Search Engine Land.]

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JWT partners with University of Sydney to explore tech-driven creativity

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J. Walter Thompson has formed a partnership with the University of Sydney to explore how technology can be applied to the creative process and develop creative solutions for digital transformation in China.

The partnership will kick off in December 2018 with an Industry and Community Project Unit (ICPU), that will see 16 University of Sydney students from interdisciplinary areas form small teams to develop creative, ethical and context-sensitive solutions over four-week intensive courses. The University introduced ICPUs earlier this year, to provide units of study based on authentic problems and issues set out by industry, community and government organizations.

Students will be based in Sydney for the first week, where they work through the project brief, background research, and information, as well as country information. They then undertake intensive targeted research with their project groups. During weeks two and three, students will work in Shanghai with JWT China.

The final week will be spent back in Sydney, where they write up their assessment task and undertake interactive workshops to encourage critical reflection on their experience and transferability to career development.

“Ultimately the partnership will work towards what actions creative agencies can take now to deliver efficiencies across their business, and to ensure creativity is able to effectively adapt to the implementation of artificial intelligence and new technologies,” said Carter Chow, the chief executive officer of JWT China.

“We're particularly interested in exploring the connection between human and machine learning and how this will change roles in the future. We hope this is the start of many innovative and future-facing topics that both JWT China and the University of Sydney can work together on solving for the creative industry.”

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Circles.Life unveils Discover, its new AI-powered lifestyle feature

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Digital telco Circles.Life has launched an AI-powered feature called Discover in its app to allow customers to explore interesting events happening around the city.

According to the Singapore-based telco, the more Discover is used, the smarter it gets in recommending events that users are most likely to go to. This new feature, which is personalised based on the interests of individuals is available for everyone, including users who are not Circles.Life’s mobile customers.

It is optimised for local events in Singapore, enabling users to explore trending events in the country, customises the event suggestions based on the users’ interests and allows users to share the events on social media, and invite their friends.

“Circles.Life is setting up the world’s most personalized digital platform leveraging its innovative telco stack and proprietary data platform,” said Rameez Ansar, the co-founder of Circles.Life.

“Two years after the launch of what is now the leading no-contract mobile service in Singapore, we are taking a step further. Discover is the first AI-powered product outside our core mobile service. It is available for ALL users inside the Circles.Life app!”

Last month, in an attempt to get consumers to re-evaluate the value of a mobile contract and challenge the assumption that it always saves them money, Circles.Life explained to The Drum why it used the country’s favourite food, chicken rice, to prove its point.

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JWT forms partnership with University of Sydney to explore tech-driven creative solutions

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J. Walter Thompson has partnered with the University of Sydney to explore how technology can be applied to the creative process and develop creative solutions for digital transformation in China.

The partnership will kick off in December 2018 with an Industry and Community Project Unit (ICPU), that will see 16 University of Sydney students from interdisciplinary areas form small teams to develop creative, ethical and context-sensitive solutions over four-week intensive courses. The University introduced ICPUs earlier this year, to provide units of study based on authentic problems and issues set out by industry, community and government organizations.

Students will be based in Sydney for the first week, where they work through the project brief, background research, and information, as well as country information. They then undertake intensive targeted research with their project groups. During weeks two and three, students will work in Shanghai with JWT China.

The final week is spent back in Sydney, where they write up their assessment task and undertake interactive workshops to encourage critical reflection on their experience and transferability to career development.

“Ultimately the partnership will work towards what actions creative agencies can take now to deliver efficiencies across their business, and to ensure creativity is able to effectively adapt to the implementation of artificial intelligence and new technologies,” said Carter Chow, the chief executive officer of JWT China.

“We are particularly interested in exploring the connection between human and machine learning and how this will change roles in the future. We hope this is the start of many innovative and future-facing topics that both JWT China and the University of Sydney can work together on solving for the creative industry.”

All copyrights for this article are reserved to their respective authors.

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