Archive for the ‘SEO Training’ Category

FBI Indicts Goldman Sachs Analyst Who Tried Using Xbox Chat for … – Slashdot

Kotaku reports: A newly unsealed FBI indictment accuses a former analyst at Goldman Sachs of insider trading, including allegedly using an Xbox to pass tips onto his close friends. The friend group earned over $400,000 in ill-gotten gains as a result, federal prosecutors claim. "There's no tracing [Xbox 360 chat]," the analyst allegedly told his friend who was worried they might be discovered.

He appears to have made a grave miscalculation.

The FBI arrested Anthony Viggiano and alleged co-conspirator Christopher Salamone, charging them with securities fraud on September 28. Viggiano is accused of using his previous position at Goldman Sachs to share trading tips with Salamone and others. Salamone has already pleaded guilty. Bloomberg reports that this is the fifth incident in recent years of a person associated with the investment bank allegedly using their position to do crimes...

Probably best to keep the crime talk on Xbox to a minimum either way, especially now that Microsoft is using AI to monitor communications for illicit and toxic activities. In a statement an FBI official said "This indictment is yet another example of individuals believing they can get away with benefiting from trading on material non-public information.

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FBI Indicts Goldman Sachs Analyst Who Tried Using Xbox Chat for ... - Slashdot

8 top marketing certifications and courses for 2023 – TechTarget

Marketing and advertising are rapidly evolving. As technology advances and buyers' behaviors evolve, so do the skills required in the very competitive field of marketing professionals. Those who want to gain an edge over competitors and accelerate both career growth and opportunity recognize the value in marketing certifications.

To be successful in 2023, marketers must stay up to date on the latest trends and strategies. Marketing certifications allow professionals to gain knowledge, earn credentials and stand out from other job candidates. This quest for further knowledge ultimately brings value to internal teams and external customers.

Marketing certifications provide an opportunity for marketers to demonstrate expertise in various areas, such as social media marketing, content marketing, search engine optimization (SEO) and digital analytics. A certification is proof of knowledge and experience in a specific area that employers need. Earning a certification creates an obvious edge over another job applicant who lacks that training.

Marketing certifications are also important for career growth and professional development, providing marketers with recognition for hard work and dedication to their respective fields and opening doors to in-house opportunities or new positions with other companies. Perhaps most importantly, they allow marketers to become more knowledgeable about different aspects of marketing -- consumer behavior or brand identity, for example. This knowledge can help them create campaigns that yield a higher ROI. By keeping up with industry changes through certification programs, marketers stay competitive in today's ever-changing marketplace, while gaining experience and growing in their careers.

In 2023, having a certification or two -- and an understanding of their value to employers -- can make all the difference between being hired or promoted. Regardless, it indicates a willingness to take the time to advance professional skills and a commitment to staying current with industry trends and best practices. Whether it's a certificate for SEO or digital analytics, investing in certifications is one of the best investments for success as a marketing professional in 2023 and beyond.

Earning a marketing certificate is dependent on the time invested by the person seeking the additional experience or training. While there are many ways to earn a marketing certificate, they usually come in two flavors: free or paid.

Paid marketing certifications usually offer more comprehensive education, typically from recognized institutions or experts. These regularly include in-depth course materials and instructors who can provide guidance on the topics covered, such as those issued by professional organizations or through further higher education. These certifications often require tests or projects that demonstrate proficiency in the subject matter, and they may have additional requirements such as experience or prerequisites before taking the certification program.

Free marketing certifications often provide an introduction to certain concepts and are widely available from some of the top marketing companies, but they typically lack the depth of paid certifications. However, a certificate of completion, representing proof of experience gained, is granted. Free certifications are usually self-directed and include online tutorials, videos, articles and other resources from various sources.

Unlike paid certifications, which can often take months to complete, free certifications are self-paced and usually result in a badge or other recognition for completing the course. Although free certifications provide some skills development, they cannot replace the benefits of a paid certification program, which includes access to industry experts, structured learning materials, professional feedback on student work and a tangible credential that remains with marketers throughout their careers.

Ultimately, when deciding between paid and free marketing certifications, consider needs and budget. Both options have their advantages. Someone interested in long-term career growth and professional development is more likely to choose paid certification to access quality training materials and earn an official certificate or credential recognized by employers in 2023. On the other hand, free certifications are much more accessible, and many of them can showcase a marketer's commitment to improve professional knowledge to employers.

Popular marketing certifications and courses include the following:

A Google Analytics certification would always have made the list of top certifications, but in 2023 this certification is more needed than ever. This year, Google is going to sunset its Universal Analytics platform and replace it with Google Analytics 4. Marketers have been using the Universal Analytics tool for many years, but transition is on the horizon. To address the learning curve, Google has made training available for more than a year to prepare marketers.

Google offers a free course for marketers to introduce the new Google Analytics 4, instruct how to further use the data within GA4 and offer a new certification, one with historic value in the marketer's toolkit.

Price: Free

Registration: Enroll in a Google Analytics 4 certification course here.

HubSpot was a pioneer in defining and impacting the inbound methodology in marketing. The company has always offered a large suite of free certifications through its HubSpot Academy, and the list of certifications has grown. Each has high production value and offers beginner and experienced marketers detailed training to grow their careers.

The HubSpot Inbound Certification program allows marketers to familiarize themselves with inbound strategies for attracting, nurturing and converting leads in the marketing funnel. The customer-centric approach to inbound marketing is showcased throughout this course, covering how to create buyer personas, map out the buyer's journey and use impactful content to move a prospect to a customer.

Price: Free

Registration: Enroll in HubSpot Inbound Certification here.

Professional organizations Digital Marketing Institute (DMI) and American Marketing Association (AMA) have teamed up to create the Professional Digital Marketing Course+ to help marketers learn a breadth of skills. This all-encompassing course covers many topics on digital marketing from social media marketing, SEO, email marketing, website optimization and more.

The course is a lengthy time commitment, but it covers everything professional marketers need to grow in their careers. Tailored to marketers in management and senior management, the 30-hour, self-paced course earns the double DMI and AMA certification and refines the skills with which these now-seasoned marketers began their careers.

Price: $1442

Registration: Enroll in Professional Digital Marketing Course+ here.

Another entry from Google is the Ads Certification program. Building off the skills learned from the GA4 certification, marketers can further their knowledge of Google platforms by mastering the important skills around digital advertising on the large search engine. This series of courses takes much longer to complete than the analytics coursework, but the implementation of a paid strategy inside an organization can yield significant ROI when done correctly.

Throughout this course, learners have a chance to master the disciplines of search, display, retargeting and video advertising. The certification leaves marketers with the skills to build campaigns and measure their success.

Price: Free

Registration: Enroll in Google Ads Certification here.

Like HubSpot, Semrush, a recognized leader in the online search community, offers its own Semrush Academy with courses for marketers to brush up on their skills. While the coursework through Semrush Academy focuses heavily on using the Semrush software, the concepts learned within the SEO Toolkit course build a deep understanding of keyword research, ranking and planning for both content creation and digital advertising.

SEO is the primary way brands get their websites and content found online. By mastering the fundamentals of SEO, marketers can begin performing research and implementing good SEO practices into their marketing strategy to attract their target audiences.

Price: Free

Registration: Enroll in SEO Toolkit course here.

Hootsuite, a social media expert brand, offers a course tailored toward intermediate marketers looking to further enhance their skills in the growing world of social media marketing.

The course is designed to develop the foundational skills needed for building a brand using social media. It covers topics such as page creation, leveraging channels, engaging with prospects and customers, and crisis management. The course leaves marketers with the knowledge to grow an audience on social media platforms.

Price: $199

Registration: Enroll for Social Marketing Certification here.

HubSpot's Email Marketing Certification dives into the best practices for email marketing, including list segmentation and management, as well as how to present content in different email messaging types. Content and design are both important elements to good email marketing, as well as how to measure the impact email has on marketing efforts. Additionally, students don't need to buy HubSpot to find this content relevant, although users of HubSpot can best utilize HubSpot's email suite for implementing this training.

Price: Free

Registration: Enroll in Email Marketing Certification from HubSpot here.

Similar to Google Ads certification, Microsoft also offers an advertising certification to help marketers learn advertising strategies focused on the Bing search engine. As Bing is still a widely used search engine, there is a lot of value in becoming a Microsoft Advertising Certified Professional.

This course teaches many of the same advertising foundations, but its focus will be Microsoft's native platform.

Price: Free

Registration: Enroll in Microsoft Advertising Certification here.

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8 top marketing certifications and courses for 2023 - TechTarget

How to win SEO allies and influence the brand guardians – Search Engine Land

Do you go to work every day hoping to make an impact? I know I do .

Sometimes, our ability to make the impact we want can be hindered. Our drive to do well can sometimes cause conflict and can stop us in our tracks.

This article explores tools and perspectives backed by behavioral psychology to get buy-in for your SEO strategy.

Well look at how we can be more human, remove friction and add more empathy to how we work with our colleagues.

Ill start by telling you a story, so make sure you are comfy and ready to be taken away.

Were going on a journey to a digital agency. It can be any agency. You know the type brightly colored offices, bean bags, table football.

Alongside all of the fun, a lot of hard work happens in the agency. One day, they are about to go and present their SEO strategy to five key contacts at a large client they have just won.

The team is on a high. They finished the deck about midnight the night before and are so proud of it.

It is quite a big transformation for the client, but they said they wanted to be challenged so everyone feels ready. Plus, the data speaks for itself. The opportunity and projections are amazing.

Off they go to the meeting with a bounce in their steps. A few hours later, they return looking rather glum, not what the rest of the team expected.

The strategy director launches into telling everyone what happened

They just didnt get it.

Their brand director said it was too far off brand.

They liked the numbers we shared but said it couldnt happen as it was too much of a push.

They said we definitely couldnt focus on xx keywords but they really want to rank for them!

The list went on the team spent the next few days dissecting everything that had happened and all the feedback and quite quickly realized it wasnt as bad as they thought at first.

They just had to put themselves more in the brands shoes, thinking a bit more commercially, giving them a different perspective.

So after a few more late nights, some education and negotiating, there was a fairytale ending and the strategy was signed off.

But havent we all been there?

Agency side or in-house, when your boss doesnt get it or cant sign it off, and yet you wholly believe it is the right thing to do.

My 15 years of experience in digital marketing have given me more than just the lines on my face. I have a catalog of examples, scenarios and moments of hindsight, coupled with an understanding of behavioral science

Now, I can share some lessons I wish I had known when I was just starting out. We will use behavioral psychology and, in particular, a toolset known as nudges.

Based on the earlier works of Daniel Kahneman and Amos Tversky, the nudge theory was popularized by Thaler and Sunstein in their book, Nudge: Improving Decisions About Health, Wealth, and Happiness.

Nudges are psychological techniques that make a particular option more appealing.

They are not mandates but shortcuts to frame a pathway while still allowing people to make a different choice.

If we dont speak the same language or have a common understanding, it will always be hard to agree on concepts, strategies and ideas.

Ensuring all parties are well-educated on fundamental concepts is essential.

A key point is that education is done early, ahead of any key decision points that might lead to opposing views. Otherwise, it could be taken as condescending. It is also imperative that this education is on both sides.

From the SEO perspective, you want to ensure the person you need to get buy-in from understands the basics, keywords, search volume, search behavior and how this plays into your personas.

In many cases, the person you will be needing to get buy-in from will be a marketing or brand leader, so therefore you want to bring the language back to the terminology they are used to.

Using personas to outline our case shows we truly understand the audience and moves away from this being your idea to being what Frankie needs.

A nudge known as the identifiable victim effect states that an identifiable individual described in great detail evokes deeper emotions than a large group of anonymous individuals.

In SEO, we often use big numbers such as 10k searches a month.

But this isnt always as easy to grasp as putting you and the audience in the shoes of Frankie and how his search journey plays out.

If you get too wrapped up in trying to impress with specialist language, you can lose people and then they wont have the facts they need to say yes.

Using the customer journey to bring your strategy to life will make it so much more accessible for anyone at any level to understand.

It also makes it much easier to loop in other channels and show how they can play together to convert the user.

When it comes to education, do not just think about the what and the detail of the activity that needs to happen, but go wider think about the how and the impact.

On the flip side, you must understand the brand to put together the best SEO strategy you can.

What does the brand stand for, what does it care about, and who are the perfect customers?

Why not ask the brand guardian to take you through the brand guidelines actively?

Be inquisitive, ask questions and aim to understand the thinking that has gone into developing the brand.

Now you might think Ive lost it but stick with me. Mind reading is possible.

We want to be able to spot potential issues before they become an issue.

This is where we need to have two more hats in our armory, aside from our SEO hat:

So how, how do we become mind readers?

The more you know about how the brand owner thinks and what gets them excited or what annoys them the most, the more chance you have of being able to think like them and push their good buttons, not their bad ones.

This is a great starting point, but we can all be affected by availability bias. We put undue weight on things that easily come to mind.

So picture this, you do this awesome training on both sides SEO and brand and then never revisit it.

Its then 12 months later, you are about to present your new strategy. You have forgotten everything they really care about and they have forgotten everything you taught them.

We must ensure we keep training regularly like you would to stay fit.

You could make it a part of monthly meetings, even a 10-minute share on each side to talk about whats new, etc. Keep abreast of what is critical to the brand team.

Another psychological nudge that would work well is the endowment effect. This is the idea that we overvalue what we own.

Thinking back to things the brand owner cares about, one being the brand guidelines.

Is there a world in which you could merge some of the SEO thinking into the brand guidelines?

Could you plant this as their idea and almost give them ownership over it?

This starts to formalize how SEO and brand work together and creates a tighter partnership, allowing that person to feel more connected to SEO.

From a mind-reading perspective, you know that SEO is always part of the brand agenda, and you have mutually agreed on what that looks like, be it set keywords, themes etc.

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The meeting and strategy presentation is a small part of the overall process of getting buy-in.

But this part is what people will remember and where a yes or no can happen.

Regarding the presentations format, think about who you are presenting to and what they would like to see.

You can have your own, more detailed strategy document with all the intricate details you need, but that is rarely the document to share with others.

Preparation is everything when it comes to presenting your case. Hopefully, you have been prepping for this for months.

I would always recommend sharing nuggets along the way. Dont leave it all to the day. Talk to the key stakeholders beforehand; do not wait until the meeting.

If you are in a meeting sharing your strategy and it isnt going as you hoped, just keep your cool as. When the dust settles, you will be able to see their point of view.

When building your presentation, remember to think like an SEO, a brand owner and the business owner.

Take a research-driven approach and do not make the strategy in any way about you.

Here are a few things to look out for and to be prepared for:

People analyze and search for information in ways that support their current ideas.

Anyone in the room that arrives not on board will be looking for reasons that support their preconceived ideas.

Put those hats on and use your mind-reading skills to think about what you are proposing from all angles so that you can be ready for them.

Stress test the validity of your strategy. You dont want that done by your peers or the stakeholders in the room.

People tend to do what other people do. We see this all the time, so there are a couple of angles to come at this from:

People tend to ignore what they give up when they make decisions.

Your job is to make it unignorable what they will miss out on by not saying yes.

Make this snappy and to the point. Use the data.

Focus on:

A straight yes can be rare, we often hear a yes but

To prepare for this, think creatively and have ideas ready to go. It is all about balance.

We had a client many years ago that sold apartments, not flats. Never could they be called flats.

We saw this coming a mile off and addressed it as part of the strategy.

We went headstrong to begin with, as ultimately, that was our favorite outcome and they would say yes to us using flats across key pages on the website.

Sadly, despite all the education and storytelling from personas and data, we still couldnt get a yes, but we had a plan B.

We planned to launch content on deeper areas of the website, using it as parts of blogs, etc.

And luckily for us, not long after this, Google had made improvements to their algorithm that meant the words were pretty interchangeable anyway.

You must be prepared to find the balance and, when you do, document the decision-making process so there is absolute clarity for everyone involved in the process.

Behavioral science must be used as a superpower for good. The advice above is not about conning people into doing something they dont want to do.

This is about empowering you to get the yes quicker and more efficiently to accomplish more impactful work.

Often, we all want the same thing, we just see different pathways.

When we understand humans, we can format our actions and communications better to make them easier to digest and remove barriers to getting buy-in.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

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How to win SEO allies and influence the brand guardians - Search Engine Land

How relying on LLMs can lead to SEO disaster – Search Engine Land

ChatGPT can pass the bar.

GPT gets an A+ on all exams.

GPT gets through MIT entrance exam with flying colors.

How many of you have recently read articles claiming something like the above?

I know I have seen a ton of these. It seems like every day, theres a new thread claiming that GPT is almost Skynet, close to artificial general intelligence or better than people.

I was recently asked, Why doesnt ChatGPT respect my word count input? Its a computer, right? A reasoning engine? Surely, it should be able to count the number of words in a paragraph.

This is a misunderstanding that comes up with large language models (LLMs).

To some extent, the form of tools like ChatGPT belie the function.

The interface and the presentation are that of a conversational robot partner part AI companion, part search engine, part calculator a chatbot to end all chatbots.

But this isnt the case. In this article, I will run over a few case studies, some experimental and some in the wild.

We will go over how they were presented, what problems come up, and what, if anything, can be done about the weaknesses these tools have.

Recently, a team of undergraduate researchers wrote about GPT acing the MIT EECS Curriculum went moderately viral on Twitter, garnering 500 retweets.

Unfortunately, the paper has several issues, but Ill review the broad strokes here. I want to highlight two major ones here plagiarism and hype-based marketing.

GPT could answer some questions easily because it had seen them before. The response article discusses this in the section, Information Leak in Few Shot Examples.

As part of prompt engineering, the study team included information that ended up revealing the answers to ChatGPT.

A problem with the 100% claim is that some of the answers on the test were unanswerable, either because the bot didnt have access to what they needed to solve the question or because the question relied on a different question the bot did not have access to.

The other issue is the problem of prompting. The automation on this paper had this specific bit:

The paper here commits to a grading method that is problematic. The way GPT responds to these prompts doesnt necessarily result in factual, objective grades.

Lets reproduce a Ryan Jones tweet:

For some of these questions, the prompting would almost always mean eventually coming across a correct answer.

And because GPT is generative, it may not be able to compare its own answer with the correct answer accurately. Even when corrected, it says, There were no problems with the answer.

Most natural language processing (NLP) is either extractive or abstractive. Generative AI attempts to be the best of both worlds and in so being is neither.

Gary Illyes recently had to take to social media to enforce this:

I want to use this specifically to talk about hallucinations and prompt engineering.

Hallucination refers to instances when machine learning models, specifically generative AI, output unexpected and incorrect results.

I have become frustrated with the term for this phenomenon over time:

GPT hallucinates because it is following patterns in text and applying them to other patterns in text repeatedly; when those applications are not correct, there is no difference.

This brings me to prompt engineering.

Prompt engineering is the new trend in using GPT and tools like it. I have engineered a prompt that gets me exactly what I want. Buy this ebook to learn more!

Prompt engineers are a new job category, one that pays well. How can I best GPT?

The problem is that engineered prompts can very easily be over-engineered prompts.

GPT gets less accurate the more variables it has to juggle. The longer and more complicated your prompt, the less the safeguards will work.

If I simply ask GPT to audit my website, I get the classic as an AI language model response. The more complexity in my prompt, the less likely it is to respond with accurate information.

Xenia Volynchuk exists, but the site does not. Yulia Sapegina doesnt appear to exist, and Zeck Ford isnt an SEO site at all.

If you underengineer, your responses are generic. If you overengineer, your responses are wrong.

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Every few months, a question like this will go viral on social media:

When you add 23 to 48, how do you do it?

Some people add 3 and 8 to get 11, then add 11 to 20+40. Some add 2 and 8 to get 10, add that to 60 and put one on top. Peoples brains tend to calculate things in different ways.

Now lets go back to fourth-grade math. Do you remember multiplication tables? How did you work with them?

Yes, there were worksheets to try and show you how multiplications work. But for many students, the goal was to memorize the functions.

When I hear 6x7, I dont actually do the math in my head. Instead, I remember my father drilling my multiplication table over and over. 6x7 is 42, not because I know it, but because I have memorized 42.

I say this because this is closer to how LLMs deal with math. LLMs look at patterns across vast swathes of text. It doesnt know what a 2 is, just that the word/token 2 tends to show up across certain contexts.

OpenAI, in particular, is interested in solving this flaw in logical reasoning. GPT-4, their recent model, is one that they say has better logical reasoning. While I am not an OpenAI engineer, I want to talk about some of the ways they probably worked to make GPT-4 more of a reasoning model.

In the same way that Google pursues algorithmic perfection in search, hoping to get away from human factors in ranking like links, so too does OpenAI aim to deal with the weaknesses of LLM models.

There are two ways OpenAI works to give ChatGPT better reasoning capabilities:

In the first group, OpenAI fine-tunes models on top of each other. Thats actually the difference between ChatGPT and regular GPT.

Plain GPT is an engine that simply outs the likely next tokens after a sentence. On the other hand, ChatGPT is a model trained on commands and next steps.

One thing that comes up as a wrinkle with calling GPT fancy autocorrect is the ways these layers interact with each other and the deep ability of models of this size to recognize patterns and apply them across different contexts.

The model is able to make connections between the answers, the expectations of how and contextually different questions are asked.

Even if nobody has asked about, explain statistics using a metaphor about dolphins, GPT can take these connections across the board and expand on them. It knows the shape of explaining a topic with a metaphor, how statistics work, and what dolphins are.

However, as anyone who deals with GPT regularly can tell, the further you get from GPTs training materials, the worse the outcome gets.

OpenAI has a model that is trained on various layers, relating to:

Anyone who has spent time trying to get GPT to act outside of its parameters can tell you that context and commands are endlessly modular. Humans are creative and can devise endless ways to break the rules.

What this all means is that OpenAI can train an LLM to reason by exposing it to layers of reasoning for it to mimic and recognize patterns.

Memorizing the answers, not understanding them.

The other way OpenAI can add reasoning capabilities to its models is through using other elements. But these have their own set of issues. You can see OpenAI attempting to resolve GPT problems with non-GPT solutions through the use of plugins.

The link reader plugin is one for ChatGPT (GPT-4). It allows a user to add links to ChatGPT and the agent visits the link and gets the content. But how does GPT do this?

Far from thinking and deciding to access these links, the plug-in assumes each link is necessary.

When the text is analyzed, the links are visited and the HTML is dumped in the input. It is tough to integrate these kinds of plugins more elegantly.

For example, the Bing plugin allows you to search with Bing, but the agent then assumes you want to search far more often than the opposite.

This is because even with layers of training, its hard to ensure consistent responses from GPT. If you work with the OpenAI API, this can come up immediately. You can flag as an open AI model, but some responses will have other sentence structures and different ways to say no.

This makes a mechanical code response difficult to write because it expects a consistent input.

If you want to integrate search with an OpenAI app, what kinds of triggers set off the search function?

What if you want to talk about search in an article? Similarly, chunking inputs can be difficult because.

It is hard for ChatGPT to distinguish from different parts of the prompt, as it is difficult for these models to distinguish between fantasy and reality.

Nevertheless, the easiest way to allow GPT to reason is to integrate something that is better at reasoning. This is still easier said than done.

Ryan Jones had a good thread about this on Twitter:

We then return to the issue of how LLMs work.

Theres no calculator, no thought process, just guessing the next term based on a massive corpus of text.

My favorite case for this kind of thing? Childrens riddles.

One of the four words from each set does not belong. Which word does not belong?

Take a second to think about it. Ask a child.

Here are the actual answers:

Now lets look at some responses from GPT:

The thing that is interesting is that the shape of this answer is correct. It got that the correct answer was not a primary color, but the context was not enough for it to know what primary colors are or what colors are.

This is what you might call one-shot querying. I dont provide additional details to the model, and expect it to figure things out independently. But, as weve seen in previous answers, GPT can get things wrong with over-prompting.

GPT is not smart. While impressive, it is not as general purpose as it wants to be.

It doesnt know the context for what it says or does, nor does it know what a word is.

To GPT, the world is math.

Tokens are simply vectors dancing together, representing the web in a vast array of interconnected points.

The lawyer who used ChatGPT in a court case said he thought it was a search engine.

This high-visibility case of professional malfeasance is entertaining, but I am gripped by fear of the implications.

A lawyer a subject matter expert doing highly skilled, highly paid work submitted this info to court.

All over the country, hundreds of people are doing the same thing because it is almost like a search engine, it seems human and looks right.

Website content can be high stakes everything can be. Misinformation is already rampant online, and ChatGPT is eating whats left.

We have to collect metal from sunken ships because it hasnt been irradiated.

Similarly, data from before 2022 will become a hot commodity, because it stems from what text is supposed to be unique, human and true.

A lot of this kind of discourse seems to stem from a couple of root causes, those being misunderstanding of how GPT works, and misunderstanding what it is used for.

To some extent, OpenAI can be held accountable for these misunderstandings. They want to be developing artificial general intelligence so much that accepting weaknesses in what GPT can do is difficult.

GPT is a "master of all" and so cannot be a master of anything.

If it cannot say slurs, it cant moderate content.

If it has to tell the truth, it cant write fiction.

If it has to obey the user, it cannot always be accurate.

GPT is not a search engine, a chatbot, your friend, a general intelligence, or even fancy autocorrect.

It is mass-applied statistics, rolling dice to make sentences. But the thing about chance is sometimes you call the wrong shot.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

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How relying on LLMs can lead to SEO disaster - Search Engine Land

Become the next generation of multimedia content creators and … – Education Times

Laying the foundation:The programmes first year focuses on essential skills such as writing,working on CMS, creating SEO-friendly content, and developing asound understanding of audio and video production. By mastering these skills, students will be equipped with the tools to craft compelling narratives and optimise content for different media platforms.

Exploring new horizons:In the second year, the curriculum introduces students to the exciting world of podcasting and mobile journalism. Students will gain experience in producing podcasts, conducting interviews, and storytelling through audioand video. Additionally, they will be exposed to the world of advertising and marketing to understand how to reach and engage audiences in the digital age effectively. This comprehensive training ensures students have a versatile skill set and the ability to adapt to the evolving media landscape.

Specialisation and internships:Theprogramme's third yearis all about specialisation and gaining practical experience. Students can choose from a range of specialisations, including audio, video, social media, digital marketing, advertising, and public relations, in their final year. This specialised training will allow students to gain expertise in specific domains, making them sought-after industry professionals. Students are encouraged to apply for internships, allowing them to apply their knowledge in real-world scenarios. These internships serve as a stepping stone to a successful career in the media.

Times Group advantage:Bennett University takes pride in providing state-of-the-art digital studios equipped with cutting-edge technology,co-designed with Times Group professionals. These studios offer students hands-on experience in creating high-quality video and audio content, allowing them to hone technical skills and unleash their creative potential. By working with industry-standard equipment, students will gain practical experience and develop a professional portfolio to showcase their talent.

Going global:Through its international tie-ups, the Times School of Media offers students unique opportunities to interact with renowned media professionals, participate in international workshops and conferences, and engage in collaborative projects with their peers worldwide. The school has potential tie-ups with eight international universities, and some others are in the pipeline. This exposure enhances understanding of global media trends and practices for students.

Pursuing higher education in the Times School of Media at Bennett University offers a unique and enriching experience for aspiring media professionals. So, it is time to unlock the creative potential and embark on an exciting journey towards a rewarding career in the media industry.

For admission-related queries, please visit -www.bennett.edu.in

(The author is Dean, Times School of Media, Bennett University, Greater Noida)

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Become the next generation of multimedia content creators and ... - Education Times