Xaviers Institute of Communication, Mumbai

It is so hard to believe that a year has passed since the XIC PR batch of 2011-12 walked through the doors of our orientation. Most of us today are nostalgic, others are relived to be done and the rest are too busy working to notice.

Frequently asked questions about XIC.

What to expect from the entrance exam?
Due to my unique second name I was often hunted on Facebook to answer this question. I studied my heart out for this exam and ultimately enjoyed it.


The exam is relatively simple. It doesn't look at how much you have memorized, but the way you think. I'm not sure what the selection procedure or passing mark is but from my experience a decent knowledge of brands and current affairs is all you need. 


The first section is objective questions about brands and grammar questions including what does this phrase mean, so on and so forth. the second section includes more detailed questions about the field you are applying to. Since I was applying to Public Relations and Corporate Communications, i was asked about press notes and crisis communication. The third section is all about small essays to show your control over the English language and the way you think. A picture is given to you or a question asked, and 200-400words is what is expected of you. 


Suggestions: Do your background on the field you are applying to and basic media knowledge!

Is a PGDM as good as a Masters?

Its better! XIC doesn't compromise on the work, students can testify to long long hours and longer hours once we left college. The two years of a masters is thrown at you in a year and it is one intensive year! I learnt more in this year than I have in three years in college and also the rich experience of your teachers only adds to the quality of education. An intensive year gave me the time to focus on work with my foundations right.

What is XIC like?
The campus is beautiful, the people are amazing, the faculty brilliant. It was everything I expected and more. You might be saying take off your rose tinted glasses now but for me it challenged me in a way I loved. I learnt new things, I pushed myself and found that I had new limits. I studied as hard as I partied and I founf home in 80% of classmates who had moved to Mumbai to study here. 


Placements?
All my friends and classmates are working now in good companies. You'll be surprised how far the word 'Xavier's' can take you in Mumbai. 

How to crack Google algorithm?

The article in Economic Times on the 22^nd of November, 2011 addresses the subject of search engine optimization particularly in the case of Google. The article is titled ‘How to stay on top of Google’s search rankings’. The article highlights the Google penalty which refers to penalization of a website which does not conform to standards of quality, content or found using subversive optimisation techniques. The penalties include demoting a site or using an algorithm to push a website lower in search results.

Google presently runs an estimated 69 per cent of Web searches worldwide and hence from the point of view of a business, featuring in Google’s top list matters. Most individuals look through a maximum of five pages of search results, so if, as a business, I don’t feature in those pages I don’t feature to my user at all.

A Google penalty can push a business down the search results up to the 90^th page depending on the degree of violation. This can hence make or break a business. Concern arises when competition to Google products are penalised and reason is not provided to the same. This happened in the case of One News Page which is competition to Google news where the page moved back in search results over night with no reason provided. It is hence argued that reason for penalisation should be stated which is a fair argument.

As a response Google updates its algorithm regularly and recently introduced more transparency in relation to this algorithm by officially publishing an insight into what changes were recently made in the algorithm. The changes made in the algorithm are to ensure that the consumer finds what he or she is looking for and hence the importance of relevance of content is highlighted.

With Google constantly updating its algorithm, search engine optimization has lost its charm for it is no longer easy to move upwards or trick the algorithm. Search engine marketing is the more viable option in contrast to SEO but it has been proven that users trust an unpaid search result more than a paid search result which in the case of Google appears to be tinted to indicate if it is paid for. The dilemma lies in what can be done to hence highlight your brand in order for it to be featured in the first few pages of search results.

The solution boils down to content. Content drives a brand, business or website to increase its visibility as in the case of a search engine ‘spiders’ crawl the web to find relevant pages to the search query. Content captivates the spider and hence more relevant content will prove to be the catapult in pushing a website ahead in search results.

The Google penalty increases user trust in Google and if businesses and websites constantly update and improve the content of the page, the two can work together to provide the user with the best and most relevant result.

CONSUMER ie WEB USER is boss.