1. What are the various terms associated with search marketing?

SEO (Search engine optimisation): A process of optimising a website to increase its visibility on search engines. Visibility is measured in terms of a sites ranking on targeted keywords. The most coveted positions are 1st page listings that normally comprise of 10 site listings.

Organic/Natural Search: Results that appear on the left hand side of a search engine pages as result of Search engine optimisation. Search engines do not charge for

PPC (Pay per click): An alternative to organic search, where advertisers pay per click on selected keywords each time they result in a visitor to the website.

Universal Search: Also called the “one box results”. Google displays results from across it vertical search engines like videos, blogs, products along with natural search listings.

Page Rank: Google’s measure of a websites credibility on a ranting from 1-10. Most well optimised websites have a page rank between 4-6 that flows through out the website.

Back links: A vote of confidence given by a thematically related website by way of a hyperlink.

Search Spider: The automated Google program that crawls the website and indexes pages in the search engine database

2. What is ethical and unethical SEO?

Ethical SEO is also called White Hat and relates to practices that fall within the best practice guidelines for optimising a website as set by various search engines.

Unethical SEO is also called Black Hat and is an abuse of best practice guidelines to fast track results that often results in a site being penalised.

Mediarun does not advise or assist in the use of black hat practices.

3. How do I evaluate if my SEO campaign is successful

Set clear goals and expectations and the start of the project and continuously monitor them using tracking technology.

4. What to look for when selecting an SEO Agency?

An established and credible SEO agency should have some of the following attributes:

1. A well optimised website
2. An approach which is both ROI driven as well as process oriented
3. A methodology that emphasises on a collaborative approach
4. A proven track record
5. Accreditations and certificates