The Founder of Bristol-based MotherBoard, Sophie Creese has joined the Women Pivoting to Digital Taskforce and will work with the City of London Corporation to help mid-career women pivot to digital roles. The aim is to address the underrepresentation of women working in digital careers by providing women with vital skills in order future-proof the digital workforce.
The Women Pivoting to Digital Taskforce brings together business, government, third sector, and industry groups to bring more attention to and action around supporting women from non-technical backgrounds to career change into technology roles. 29th April marked the commencement of the Taskforce.
Taskforce members are comprised of 65 different subject matter experts from across the UK regions with an interest in digital and diversity, responsible for delivering the Workstream outputs.
“In the UK, half of women leave the tech sector by age 35, often due to inflexible working conditions that exclude mothers. I’m excited to join the Women Pivoting to Digital Taskforce, dedicated to increasing female representation in tech through career switching. MotherBoard brings a vital perspective, highlighting the need for practical solutions to ensure women with already established careers in other industries are offered the support needed to thrive in tech roles.” Sophie Creese, Founder of MotherBoard
About Sophie Creese (she/her)
Founder of MotherBoard
Sophie Creese is the Founder of mission-led organisations MotherBoard & HeyFlow, which are driving positive change for gender equity at work.
MotherBoard is a not-for-profit Business Charter & Community that is tackling the 50% of women who leave the tech industry by age 35, predominantly due to motherhood.
Beyond MotherBoard, Sophie co-founded HeyFlow earlier this year, a mission-led insights & consultancy start-up that helps employers understand their female workforce better to improve retention.
About The Women Pivoting to Digital Taskforce
https://www.cityoflondon.gov.uk/supporting-businesses/business-support-and-advice/women-pivoting-to-digital/women-pivoting-to-digital-steering-board
About MotherBoard
MotherBoard is a Business Charter, Community, and Event Series driving tangible change for mums working in the tech industry. We are on a mission to transform the industry to be more inclusive of women & mothers by tackling stigmas and supporting employers who want to create real change. Powered by ADLIB (https://www.adlib-recruitment.co.uk/)
// 50% of women leave the tech industry before age 35. Let’s change that.
Why mums?
Although MotherBoard is specifically tackling the issue of motherhood inclusion within the tech industry, a lot of what we are fighting for are problems that create gender inequity across the board.
With 82% of women becoming mothers in their lifetime, if we want a more gender-fair industry then motherhood (and the penalty that currently comes with it) needs to be at the heart of every inclusion strategy.
Without removing the barriers mothers face, we will continue to see more women leaving the industry, which leads to fewer women in senior roles, which in turn leads to fewer women entering the industry due to a lack of visible role models.
We also fight for parents in general.
To achieve true gender equity, the idea of a mother being the presumed primary caregiver needs to be broken down and there needs to be greater flexibility for all parents to look after their children – regardless of gender.
Why Tech?
With only 27% of the tech workforce being women, tech is one of the most gender-imbalanced industries within the UK. It’s a known issue, with many employers wanting to create more gender-diverse teams but ending up fishing from the same limited pool.
Our goal is to help businesses not only create environments that are more supportive of women in the current workforce but also equip them with the tools to shift a much-needed change for future generations.
CONTACTS
Jardine Miles: Marketing Manager, MotherBoard, email: [email protected]
Sophie Creese: Founder, MotherBoard, email: [email protected]
Confused by giga-whatsits and tetra-terra-RAMs? Lights go dim when you’re in earshot of someone talking about metrics and benchmarks? Then you, dear reader, are who I’m writing this for. If you also happen to be marketing adjacent in your role, then you, dear prospect are definitely who I’m writing this for.
I don’t want to brag, but this blog provides easily consumable, highly understandable insight into the importance of speeding up your digital performance. So great is this insight that it has its own acronym: F.A.S.T.
View image in blog here.
This is quite simple really. So simple, in fact, that it can be bullet pointed:
You can Google (or ChatGPT) these things until you’re blue in the face, and you’ll likely find hundreds of books on these topics. So, to save reinventing the wheel, I’m going to explore three areas that can contribute to your digital speed and agility.
Those of you paying attention will notice that I’ve used automation for the title of this section, not AI. Why have I done this? Is AI not the fire that draws the marketing moths nearer? The AI magic silver bullet that makes everything better, faster, stronger?
The truth is, AI is used far too broadly and often incorrectly, so I’d like to try not to spread any more misinformation.
With that in mind, let’s define our terms:
Let’s use a couple examples and explain why the two are often confused.
Writing a piece of content, running it through a translation service, assigning a status of ‘needs review’ and sending an email to a staff member to prompt the need for proofreading or fact checking.
This is an automation.
Writing a piece of content, running it through a translation service, assigning a status of ‘needs review’ and sending an email to a staff member to prompt the need for proofreading or fact checking.
This is AI… and also automation.
They’re the same, right? Yes and no. In our example it entirely depends on how the translation service has been created. If that service has been written as a complex system for converting one language to another, it’s not AI. However, if that system has been trained to translate using vast multi-lingual datasets and machine learning techniques, it is AI.
So, let’s apply the lens of performance. Given the two above examples what is the driver for increased performance? Automation, not AI.
To increase the performance of your digital processes, look at which manual activities can be automated. What can you connect to what and allow ‘the system’ to take over.
How do we do this? This is actually computing. It’s what software and hardware engineers have been doing since Babbage built his difference engine – we’re taking an input, applying certain rules or changes to it, and manufacturing an output. In software engineering this is done in code. The real revolution we’re currently experiencing lies in the way these powers have been put in the hands of ‘we, the people’. APIs have become commonplace. Tools like Zapier, Make, and others have created capabilities to connect the APIs of the largest and most common services.
In the not-so-distant past, if you wanted to automate a process using computers, you’d need to have a team of developers. Today, you just need an idea and a set of off-the-shelf tools.
The automation of systems and processes has become democratised. If you’re not automating your processes, you should be. Others are, and they’ll be moving faster than you.
You can’t rush the creative process. I wouldn’t dare suggest you can. My partner and the mother of my children happens to be ‘a creative’ and it’s more than my life is worth to sully the craft with such a cold, clinical word as ‘performance.’
But what I am suggesting you can do is grease the wheels a little – remove the friction. Essentially, you want to cut out the middlemen – the great unwashed tech folk that often serve as content gatekeepers in processes that time forgot (I can make that joke, because I am / was a developer. I promise I did wash… occasionally.)
Back in the day – ‘the day’ being just a quick hop back to the year 2017 – it wasn’t uncommon to need to make a clear and distinct choice when considering content creation capabilities on your website.
The predominant choices? The tried and tested form-based CMS, equipping droves of content editors with the power to put text into little boxes. Or a protracted, high-design process: content that made its way to the web via many a designer, developer and tester.
BUT, creating and publishing content on a website has undergone substantial change over the past 5 years. We are officially living in the future. The content editor experience is now more important than ever. Fast-paced marketing, ever-decreasing attention spans and increased marketing agility require the modern content editor to act quickly and assuredly. This need has been a call to action for editor tooling, and we’re firmly living in the age of low-code / no-code editor experiences.
Now, given the aforementioned rate of change and the average lifespan of a website, it’s quite possible you’re still experiencing this clunky mechanic. You might feel a world away from the nirvana of which I speak. On the contrary – you’re likely best placed to take advantage of this brave new world. And it’s about time you underwent that website refresh you’ve been dreaming of.
Allow me, if you will, to paint you a picture of the awe-inspiring world of frictionless content publishing.
Using these tools, your content editors can log into your CMS, choose from a collection of branded, pre-built, design-approved patterns. They’ll drag them into a page that’s ready to be populated with content, preview the fruits of their labour in real-time, easily change layouts, nest components. The result is an entirely unique page or website, confidently consistent with your brand.
Why is this better? It empowers your team, unlocks creativity, removes developer requirement, reduces the concern of brand variance and inconsistency, and eliminates human error and duplication of efforts. In short, it shifts left and speeds up the entire content creation process.
Sounds good, right?
But I do have one word of warning. Not all that glitters is gold – some modern architecture patterns could easily land you in hot water. If you’re looking for that website refresh, do find a partner that will create the right product for you, not for them.
Alright, it’s just ‘edge computing’ – you’ll have to forgive the acronymic crowbarring.
I fear by this point I might be losing you dear reader. I’m sure you’re tiring of my pithy rambling, so I’ll take a cue from edge computing and move my point closer to you.
Edge computing is the practice of utilising geographically optimal server locations to reduce data travel distance.
Edge computing can provision your databases, your web servers and your code closer to the customer. Picture a user in China purchasing a product from Apple. They open a browser and visit Apple.com. That request, in a non-edge world, would likely travel halfway across the world and land on a server. The server then needs to send response data back across the globe via cables running under large bodies of water. This takes time. When you add in compute time back at the server this compounds. When you add in data size this compounds further.
Milliseconds can turn into seconds, forcing users to wait, which hurts your SEO performance, impacts conversion and damages your brand.
All this in just a few seconds.
Well, what if I told you that your data need not travel at all.
Edge computing also tends to include the use of a content distribution network (CDN). This handy practice can cache major parts of your website to, in some cases, completely invalidate the need to visit your servers at all – no travel, no computing, no wait (well, very little wait).
Companies that provide CDN capability can have copies of your website as close to your customers or users as physically possible ready to fire your website into their eyeballs at break-neck speeds. They also add a whole bunch of security advantages, but that’s a topic for another time.
We live in a global world. Unless you’re geo-locking your website, you can have visitors from anywhere. Is their money worth any less than Brenda from Bromley’s?
If you would like to discuss your website with one of our experts, or have any questions surrounding this blog, please don’t hesitate to contact us at [email protected].
When we talk about brand, technology isn’t generally the first thing that springs to mind. Brand is, more often than not, considered to belong to the realm of “creatives”.
However, without touching on the levels of “creativity” required to conceive of and build the applications and services our modern world runs on today, we’ll spend some time looking at why technology is crucial to the success of a brand.
Technology tools are ubiquitous in our lives and day-to-day work, so we’ll take it as read that technology plays a role in crafting a brand, but once that brand lives and breathes, what critical role does technology play in ensuring its growth and prosperity?
Starting with a grandiose analogy, technology is to brand what “organisation” was to the Roman Empire: an enabler of massive growth and innovation or, when overstretched or ill-conceived, a potential cause of damage. In this way we can see that technology is an amplifier for brand, in both positive and negative directions.
Let’s continue with this handy framing and look at some examples of positive and negative impacts on brand facilitated by the duplicitous technology and see exactly why it is so crucial to the fundamental success of a brand.
Technology is to brand what organisation was to the Roman Empire: an enabler of massive growth and innovation or, when overstretched or ill-conceived, a potential cause of damage.
“Speak clearly, if you speak at all; carve every word before you let it fall” – Marcus Aurelius
The words of Marcus Aurelius ring true for every good brand operating today. What you say matters. But so too does how you say it – and crafting and broadcasting brand messages, communicating brand personality and demonstrating brand principles are all enabled through skilled use of technology.
It’s often helpful to look at brands in terms of component parts, something we love doing in the tech space. Lets consider a brand as having physical and non-physical properties. In the physical space we have written, visual and auditory assets and capabilities; in the non-physical space we have experience, behaviour and embodiment components.
When we break it all down like this, we can start to see how technology can play key roles in supporting brand, primarily in distribution, governance and implementation.
Let’s consider a brand as having physical and non-physical properties. In the physical space are written, visual and auditory assets and capabilities, in the non-physical space we have experience, behaviour and embodiment components.
In the physical space, distribution, governance & implementation is really about moving the assets that support our brand around effectively and efficiently, ensuring that whenever and wherever our brand needs to be referenced it’s being done so using the frame that countless hours and much effort went into establishing, and furthermore ensuring that those mechanisms are doing this work in such a way that supports our desired brand. I’m fairly confident in saying that few brands would say that keeping a customer waiting (to view an image of their logo) is in line with their brand message and values.
This is achieved through:
In the non-physical space we’re really talking about communicating and enabling those representing our brand to do so in line with our expectations. Technology enables this by providing ways to up-skill and support those people representing our brand. Learning tools, managed communication systems, and again asset management, consider a Tone of Voice document.
This can be achieved through use of:
When these systems are in place, well implemented and well managed, we can create a robust, well-oiled machine through which we can ensure that our brand is carried through to all digital touch points.
Because no story would be complete without a cautionary tale, let’s look at one now. Ticketmaster, the global purveyor of all things live entertainment, suffered some very serious brand damage at the hands of technology.
“He who is not a good servant will not be a good [Ticket]master” – Plato
It should go without saying that poor customer service is detrimental to a brand. I’m sure we’ve all sworn off a company after a bad experience, and possibly still warn others off said company to this day.
Customer service used to be fairly linear, and all about the human touch – direct customer contact. Nowadays, the number of touchpoints between customer and brand has grown and much of that increased surface area is digital. It’s perhaps for this reason that we’re seeing a move from ‘customer service’ to the increased use of ‘customer experience’ as a more appropriate term.
Now, back to our cautionary tale…
It’s November 2022. Having selected Ticketmaster as her exclusive ticket sales partner, Taylor Swift is set to launch the pre-sales of the US leg of her ridiculously highly anticipated Eras Tour. It’s fair to say this was one of the most visible tour launches in history. Droves of her fans were hoping for an experience they’d never forget. And they got one. A bad one. An unforgettably bad customer experience.
What followed wasn’t Ticketmaster’s finest moment: website outages, fans being booted from queues, cancelled sales and the resulting Twitter storm of frustration – delivered by panicked, angry Swiftie acolytes.
The damage of this incident to Ticketmaster and its brand cannot be overstated. The narrative that Ticketmaster finds itself still dealing with, is one of incompetence, poor planning, and bad implementation, rather than one that focuses on the fact that it helped Ms. Swift sell 2.4 million tickets in one day, an all-time record.
What will people remember about Swiftie Ticketmaster-gate? Incompetence, technology failures and a terrible customer experience.
What will no one remember? That it helped sell 2.4 million TS tickets in one day – an all-time record.
To rub salt into the wound, the blunder and increased exposure has kicked off a series of events that has resulted in a class action lawsuit brought by Taylor Swift fans and a Federal antitrust investigation into monopolistic practices. To further kick the downed Ticketmaster and its salted wound, parent company Live Nation suffered a 17% slide in stock valuation in the two weeks following the incident.
To further kick the downed TicketMaster and its salted wound, parent company Live Nation suffered a 17% slide in stock valuation in the two weeks following the incident.
Let’s cut Ticketmaster a little slack and have a look at the heavy site traffic driven by the “astronomical” demand of legions of Taylor Swift fans desperate to snag tickets. Ticketmaster reported 3.5 million users registering for the pre-sale programme, a large number. Compare this with Semrush’s list of most trafficked pages on the web and the number pales in comparison with Google’s 18.11 billion visitors in December 2022. A little calculation shows that the infrastructure in place at Google would likely have dealt with this demand … and probably does daily.
(18,011,000,000 /31) / 24) = 24,208,333
Google approx hits per hour: 24.2 million
Whilst high website traffic and the strain on Ticketmaster’s infrastructure are clearly what kicked off this series of events, it was avoidable. I don’t work for Ticketmaster so I have no insight into where the failing was, but I’d be very surprised if the team responsible for setting up the autoscaling rules had a full understanding of the scale of potential impact of this type of incident, as the cost to add the extra resources to cope with load will have been pence on the pound to the cost of the damage.
Brand is inescapably dependent on technology in our modern world, it requires it, to live, breathe and survive. If a brand falls in the woods, does it make a sound?
If you’re responsible for your brand, you need to understand the myriad ways that technology can help it grow and develop, but just as importantly you need to understand the various technologies at play in your world and what unique risk management considerations they might represent.
I’ll finish on another pithy analogy: technology is fire, it can light your way, bring you and your brand out of the stone age and provide warmth and safety. But, don’t drop the match or it’ll
Burn. Your. House. To. The. Ground!
Whether you need advice or support with positioning, visual identity, a digital refresh, or all of the above, we’re here to help. Get in touch and book a free consultation today.
Email: [email protected]
Phone: +44 (0)117 923 2282
We initially developed our own Abandoned Cart module back in 2019 after researching and testing various that were available. From our tests the modules lacked certain features or didn’t work how our clients would want the module to, and also how we expect the module to work.
The first version of the website was developed and installed on a number of our clients websites, generating them additional revenue that would have been lost without the module.
As the OpenCart platform has progressed and new versions launched we finally switched to using the latest most stable version of 3.0 in 2022 for our ecommerce web design projects, with the new version also included a new code structure which meant our bespoke abandoned cart module would no longer work with any new website that we built.
So, as we continue to upgrade existing ecommerce web design clients and provide ecommerce websites to new web design clients we set about upgrading our abandoned cart module to work with the newer version of OpenCart. The upgraded version was a good opportunity to simplify, streamline and improve the module to benefit our own clients and a wider audience.
Continue reading this article at https://www.eckhomedia.co.uk/our-abandoned-cart-module-upgraded-for-opencart-version-3/
The Tech Talent Charter (TTC) and MotherBoard Charter have joined forces to address the motherhood penalty in the tech industry with the launch of a new resource guide aimed at helping businesses to create more inclusive workplaces.
A recent study by TTC found that nearly 40% of women in tech agree that caring commitments influenced their decision to leave their job. This emphasises the damage the motherhood penalty has on the tech industry’s ability to retain female talent. It also highlights the urgent need for businesses to offer meaningful flexible working options if they want to improve diversity in the workforce.
As they return to the office after the holidays, working parents are juggling full-time caring commitments whilst schools and wraparound care are closed, whilst trying to settle children into new school routines. This guide is a powerful tool for businesses to support working mothers, fathers and caregivers off the back of this demanding period.
Despite being one of the most innovative sectors, the tech industry continues to struggle with retaining female talent. A staggering 50% of women leave the tech sector by age 35, correlating with childbearing years. Addressing the complexities of motherhood is crucial for fostering a more inclusive and gender-balanced environment in tech.
The new resource calls on businesses to take ten key steps to tackle the motherhood penalty including flexible working arrangements and supporting women’s career development. By investing in these actions, businesses will create an environment that supports working mothers and helps to retain valuable talent in the UK tech industry.
“The tech industry is at a crossroad”, says Karen Blake, Co-CEO of TTC. “Our research shows the scale at which women leave tech at critical junctures in their lives, often due to the challenges of balancing motherhood and caring responsibilities with career demands. This exodus is a loss for these talented individuals and a significant setback for the industry and UK PLC. That’s why the work of the Tech Talent Charter and the MotherBoard Charter is so important. By tackling the motherhood penalty and creating a more inclusive workplace, we can help to ensure that the tech industry is a place where everyone can thrive. We all have a role in creating a more inclusive tech industry. Employers can start by rethinking their flexible working policies, investing in career development for women, publishing parental leave policies and creating a more empathetic workplace culture. Individuals can also take action by advocating for change in their workplaces and supporting organisations working to make the tech industry more inclusive.”
Sophie Creese, Founder of the MotherBoard Charter, says: “There is a proven link between women leaving their jobs and motherhood. This is especially prominent in male-dominated industries, with tech specifically having one of the poorest attrition rates of all industries in the UK. While there’s a prevailing notion that elevating women to senior roles can address this issue, the stark reality is that without addressing the root cause — the alarming 50% of women that are leaving tech by age 35 — meaningful change remains elusive. Retaining women, by going beyond the basics of maternity leave, is essential to changing the future landscape of the industry. That’s why I am thrilled to be launching this guide with the Tech Talent Charter so that leaders can start to open the dialogue of how they can go beyond policy by taking tangible actions for a more equitable and inclusive future.”
To access the guide, visit https://openplaybook.techtalentcharter.co.uk/parents
About Tech Talent Charter
The Tech Talent Charter (TTC) is a government-supported, industry-led membership group that brings together 700+ Signatory organisations and equips them with the networks and resources to drive their diversity and inclusion efforts. Our broad base of Signatories includes companies and industries of all sizes, non-profit organisations, charities, leading UK educators, and government departments. TTC is preparing to release its highly-anticipated Diversity in Tech report on February 28th. The report will offer fresh insights on diversity in tech, including the latest statistics on women in tech, ethnic diversity, neurodiversity, disability, and social mobility in tech.
For more information, visit techtalentcharter.co.uk or contact [email protected].
About MotherBoard
MotherBoard is a Business Charter, Community, and Event Series driving tangible change for mums working in the tech industry. We are on a mission to transform the industry to be more inclusive of mothers by tackling stigmas and supporting employers who want to create real change.
For more information, visit motherboardmovement.co.uk or contact [email protected].
MotherBoard, a Bristol-based organisation, has been working towards retaining women in the tech industry since its launch in 2021. The direct link between motherhood and high attrition rates is evident in the fact that 50% of women leave the tech industry before the age of 35. MotherBoard’s mission is to change that.
In their latest annual impact report, MotherBoard revealed that the 29 signatories of their Charter have made significant progress in supporting women and mothers in their organisations. On average, these signatories have improved the gender balance within their tech teams by 10% from 2022.
The MotherBoard Movement has been gaining momentum over the last year and has more than doubled its community reach through events, content, and conferences. Sophie Creese, the Founder of MotherBoard, won the Lead 5050 award for ‘Contribution to Gender Diversity’ for the work she does with MotherBoard.
“This year has been pivotal for MotherBoard. We’ve spoken at some of the UK’s leading tech events, worked on government-led projects to highlight the importance of motherhood and its link to the skill gap in tech, doubled our community, and revolutionized our operations to encourage tech companies of all sizes to join our mission,” said Sophie Creese, Founder of MotherBoard.
“Although mother inclusion is now firmly on the agenda for most companies, the work is far from done. We must continue to progress and work collectively to create real, tangible change for women and mothers working in tech.
Real change takes time and none of this would have been possible without the continued support of our signatories, sponsors, partners, community, and the MotherBoard team. Therefore, I would like to express my gratitude to all of them,” added Sophie Creese.
MotherBoard is committed to creating a more inclusive tech industry, and their efforts are paying off. With their continued dedication and support, we can hope to see a more diverse and inclusive tech industry in the future.
About The MotherBoard Impact Report
The MotherBoard Impact Report is an annual collation of the work completed by the MotherBoard Movement & MotherBoard Charter signatories in driving tangible change for mums and women working in the tech industry.
You can access the full report via their website: https://motherboardmovement.co.uk/community/motherboard-impact-report-2023
About Sophie Creese (she/her)
Founder of MotherBoard
Sophie Creese is the Founder of mission-led organisations MotherBoard & HeyFlow, which are driving positive change for gender equity at work.
MotherBoard is a not-for-profit Business Charter & Community that is tackling the 50% of women who leave the tech industry by age 35, predominantly due to motherhood.
Beyond MotherBoard, Sophie co-founded HeyFlow earlier this year, a mission-led insights & consultancy start-up that helps employers understand their female workforce better to improve retention. (https://heyflow.co.uk/)
About MotherBoard
MotherBoard is a Business Charter, Community, and Event Series driving tangible change for mums working in the tech industry. We are on a mission to transform the industry to be more inclusive of women & mothers by tackling stigmas and supporting employers who want to create real change.
Powered by ADLIB (https://www.adlib-recruitment.co.uk/), sponsored by Not On The High Street (https://www.notonthehighstreet.com/).
// 50% of women leave the tech industry before age 35. Let’s change that.
(For context: what are you talking about?)
I’m not worried about AI stealing my job as a content writer. I’m excited about how it will evolve.
AI tools have sky-rocketed my productivity, re-ignited my excitement for work and made me a better writer. Turns out, my pain points were never about a lack of inspiration or creativity. It was the lack of efficiency.
My boss always says, “Just break the white page, get something down and you’ve done the hardest part.”
Also known in the industry as the ‘SFD’ – shitty first draft.
Now, and preferably, forever, AI does the hardest part for me.
Mr Bucket’s original job screwing caps onto toothpaste tubes is content writing before AI.
I think this quote from the film sums up what that was like quite nicely…
“The hours were long, the pay was terrible, and occasionally, there were unexpected surprises.”
In the end, Mr Bucket gets a more interesting, better-paid role at the factory. Fixing and maintaining the robot that took his job.
I much prefer my new job of fixing and maintaining the metaphorical AI toothpaste robot.
Research is easier and more thorough. Article outlines are done for me, giving me an SEO-optimised structure which hits (and improves) my client’s briefs. I have an editor, PA, proofreader, sense-checker, and idea-suggestor, for free, whenever I need them. And we make a damn good team.
AI-written text can be good, but it’s not great. We all know its technical limitations, but its biggest flaw, through no fault of its own, is that it doesn’t care.
It doesn’t build relationships, collaborate with others, or get excited about what you’re trying to achieve. There’s no ‘above and beyond’ with AI.
It’s an out-of-the-box solution for a skill that’s anything but.
Maybe one day it will take my job. But I think the day humans stop writing is the day humans stop reading. In which case we’re all screwed anyway.
AI Oath🤚📕
I solemnly swear I did not open a single AI tool while writing this article.
But I probably should have. It might have told me it’s not as funny as I think it is. And I wouldn’t have spent half an hour deep-diving the Willy Wonka fandom.
In Charlie and the Chocolate Factory, Charlie’s dad (William Bucket) lost his job because a new robot did his job more efficiently – and for less money.
In less than 12 months, AI has taken the world by storm, marking what is arguably the most significant technological development since the birth of the internet.
ChatGPT has become the poster child of this technological eruption, with a userbase increase of 9,990% in the first 60 days of launch. At the time of writing, it has more than 180.5 million users.
Of course, this meteoric rise has been far from subtle. In what seems like the blink of an eye, AI technology has transitioned from a point of post-pint speculation to workplace reality, embedding itself across industries. From initial research and conceptualisation to data analysis, time management and content creation, marketers worldwide are unveiling innovative uses for these powerful tools.
The danger with such a rapid adoption of new technology is that unstable dependencies are formed. SEO professionals everywhere are jumping head-first into the world of AI, for fear of falling behind.
The question, therefore, is not ‘will AI change SEO forever’, but to what extent has it already?
If you were to ask a room full of marketing professionals what they thought of AI, it’s likely their answers would vary significantly. On one side of the fence are the utopians, with their boundless optimism for the technology’s endless capabilities. On the other, are the doomsayers, to whom AI tools mark the first step towards a dystopian Terminator-esque future. End of days stuff.
At Superb Digital, we’re somewhere between the two.
As far as research, data collection, analysis and reporting are concerned, AI tools are brimming with potential. They can streamline processes, smash through monotonous tasks and massively improve overall efficiency. But, don’t believe the hype; AI can’t do everything and the quality of its output is wholly dictated by the information it is provided.
Working with, and getting the most from, AI requires a clear understanding of objectives and best practices. With this in mind, let’s take a look at some of the ways in which AI tools are actually being implemented by marketers at ground level.
The role of AI technology within a digital marketing and SEO context is, of course, nuanced. Where its usefulness ends and its limitations begin is frequently debated among professionals. That said, its capabilities with regards to research, data collection and analysis are undisputable.
As far as research and analysis is concerned, AI is more than capable of scouring live sites and retrieving key information such as page structures, meta data, content styles. Where necessary, this research and data can be stored and presented, for use in later stages of a campaign.
The above methodology is useful, but basic. The full potential of AI can only be realised with the correct combination of input and instruction. If, for example, AI tools are fed specific documentation and reference points, such as Google’s Helpful Content guidelines, they are able to learn from the information provided and proceed from a point of task-specific understanding. As is the case with most AI technology, well-engineered human-led prompting is essential.
You don’t have to spend long working with AI to understand its planning capabilities. After all, heavy lifting and monotonous task management is where tools like ChatGPT really come into their own.
AI can be of great use when generating content plans, brief outlines and structures, but this technology is limited by the efficacy of its instructor (there’s a theme developing here…). Generic, poorly structured prompts will lead to equally useless content.
From our own experience, working with AI requires a clear understanding of two things:
Simply instructing ChatGPT to ‘create a plan’ based upon a topic or title is sure to lead to bang-average results. Whereas, feeding the programme clear examples of high-quality work will provide insight as to the results you want to achieve. Whether this is a website quality report or long-form article outline, it is crucial that such examples are well-crafted and reflective of the results you wish to attain. This type of activity has already garnered a name: “prompt engineering”.
Now, this is where opinions begin to differ. While some AI evangelists will claim that its content creating abilities are on par with those of a human, this is simply not true. AI is capable of many things, but crafting and writing high-quality, insightful content is not one of them. If you’re looking for content that meets Google’s Helpful Content guidelines and actually reflects your brand, ethos and personality, you need a person.
But, this is not to say that AI has no place in the content creation process. As discussed above, this technology can prove endlessly useful during the ideation, research and planning phases. Here at Superb Digital, we often use AI tools for transcription and summation purposes. This allows us to extract key points from client interviews and collate research much faster. As far as the writing is concerned though, that’s all us.
As powerful as AI tools may appear, it doesn’t take a top-tier developer to understand their current limitations. Yes, this technology is cutting edge, and getting better by the day, but it is not infallible. As is the case with any software, AI language is capable of making mistakes.
Take ChatGPT, for example. The language model’s achilles heel is the pool from which it draws information. As of this point in time, ChatGPT is only trained on information up to January 2022. This means that, without the use of plugins and beta tools, it cannot retrieve up to date information from search engines.
Moreover, one of the most obvious flaws that arises when working with AI is the way in which it receives information. There is, understandably, a dissonance between the language model’s method of processing and our own human cognition. In other words, it cannot always recognise actions as we do.
It goes without saying that over reliance on this technology can be dangerous. Rather than becoming overly-confident in the abilities of AI, it is important to adopt a cohesive approach. By all means, use these tools to assist, streamline, cut down and create, but beware of leaning too heavily on their independent capabilities.
The million dollar question: what next? AI technology has already transformed the digital marketing industry, impacting the ways in which user data is gathered, analysis is carried out and optimised content is created. If this continues, what will be left of human jobs?
The reality is that SEO is, and always has been, evolving. This industry is built on the ever-changing foundations of internet algorithms and technological advancements. Keeping up is just as important as getting ahead.
As AI technologies develop and cement themselves in our personal and professional lives, emphasis will be placed on certain skills. In particular, prompt engineering. As capable as these tools may be, they require precise and focussed instruction to achieve above-average results.
Additionally, it is worth noting the impact that AI has, and will continue to have on the ways in which individuals search for products and services. If AI assisted search tools, such as Google’s Bard, are transforming the means through which consumers browse the internet, so will the ways in which businesses and marketing experts target them. It is difficult to say exactly what this change will look like, but an increased focus on the ways in which AI platforms search for information will become a necessity.
Here at Superb Digital, AI tools are swiftly becoming an integral part of our arsenal. That said, certain processes simply cannot be replicated by computers; we place great emphasis on the value of real human input.
Yes, these tools will continue to evolve and improve. But our focus must remain on the knowledge and experience of human experts. Prompt engineering, quality control, copywriting and strategy are among the many areas of SEO that cannot, and should not, be replaced by Artificial Intelligence technologies.
Wow, what a response! Our latest project, dubbii broke the Top 20 on the App Store and Google Play charts on launch weekend, with over 25,000 active users.
Partnering with the fabulous Rich & Rox, social media influencers of ADHD Love fame, dubbii is a body doubling app to help ADHD people with their household tasks.
We were incredibly excited to work with ADHD Love on a different kind of self-help app and as their ongoing tech partner, we’re in it for the long haul.
We’re committed to staying engaged with the community to find out exactly what the audience wants and how best to provide it. 🩵
Watch the recording of this webinar now
As part of Bristol Technology Festival 2023, our founder Harry explores the ins and outs of UX design, and why a user-centric approach is absolutely crucial.
In this webinar he explains why UX design is so much more than just wireframing, and how it should be seen as a process rather than a solution. Harry also uncovers how a clear UX-led strategy can lead to a long term competitive advantage.
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