Search Engine Optimization (SEO)

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Search Engine Optimization (SEO) is no different from test cricket. And to be a champion at it, takes time, effort and quality. Technique: Somedays the pitch will spin viciously, other days the ball will boom past you or tease you deceivingly. Be prepared with a strategy for every kind of condition on any day. Discipline: Focus on the task, play every ball on its merit, take it one-session, one day, one match and one series at a time Consistency: Do not throw away what you have painstakingly built over months of effort. Stay the course, believe. Calibration: What does the situation demand? Stick around, stem the runs, chase wickets? Adjust your game accordingly

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Microsoft has recently filed a patent for an AI chatbot that can learn from an individual’s social media posts, emails, letters, voice samples and other communication material and then replicate the person’s style of communication. This machine learning algorithm will scan through all your social media activity, e-mails, letters you wrote in your teens, essays you wrote in school, speeches you gave, family moments that captured you, recordings of conversations stored in your devices and using all that information, it can in the near future, behave just like you, online. It can send out e-mails, post to your social media handles, chat with your friends and family, respond to enquiries, send out reminders, write your speech, represent you in webinars and virtual industry gatherings and perhaps deliver your podcast! Now let’s extend this conceptual thought forward to include more possibilities. The longer it lives with you, the better it will learn and the closer the likeness it will develop of you and soon, it will be indistinguishable from you. In short, it would have become your consciousness online. With one caveat—unlike you it won’t be restrained by a physical body made up of cells that will age and die. Which means this artificial consciousness that has formed an identical likeness of you, will continue to live on endlessly and then eventually, will become you. -Chapter Extract from “Multiply your Business Value Through Brand and AI” by Rajan Narayan. Launching August 2021

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Companies are often in danger of falling in love with their technology. "Oh our algorithm is fantastic..." and "We're using the latest machines..." etc. Technology is really fantastic and commendable but always remember to translate THAT into a simple consumer benefit. The benefit of your algorithm for example could be, a better search result, or food suited to their taste or the items that they generally look for. Similarly your latest machine could deliver a better finish or makes your product lighter. Most consumers may not even know what an algorithm is or care how costly your machine is. But they do quickly recognize and prefer brands that makes things cheaper, faster, more personalized for them. It's not about you, it's about them :)

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