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How Do Search Engines Work? Search Engine
Optimization (SEO) & Pay-Per-Click (PPC) 101
1. On-Page Factors
2. Off-Page Factors
- Keyword Usage
- Accessible to Search Engines
- Unique, Original, Descriptive Content
- Mobile-Friendly *
LINKS…
• Links = Votes
• Not All Votes Created Equal
• Search Engines Want Websites/Businesses That Are The
Most Well-Known/Autho...
• Charity/Sponsorship
• Directories*
• Testimonials
• Suppliers
• Chamber of Commerce
• Job Boards
• Association Sites
• H...
- Reviews
- Citations
- Google My Business (Google Places) Profile
Control over:
- Geographically where ads show
- Which keywords you show up for
- Your monthly budget
- How much you pay pe...
SIMPLE RANKING FORMULA
Ad Rank = Max CPC x ‘Quality Score’
QUALITY SCORE FORMULA
QS = (CTR x 0.6) + (Relevance x 0.3) + (L...
Advertiser #1: CPC Bid $2 x QS 8 = Ad Rank 16
Advertiser #2: CPC Bid $3 x QS 5 = Ad Rank 15
Advertiser #3: CPC Bid $4 x QS...
SEO/PPC 101 | Burlington North Rotary Presentation
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SEO/PPC 101 | Burlington North Rotary Presentation

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This was a short 15-minute presentation given as a guest speaker at the Rotary Club of Burlington North's weekly meeting. The presentation covered basic SEO & PPC principles.

Only some members of the club had any background in marketing or owned/operated their own business, so the goal of this presentation was to keep the subject matter very general. Only having 15 minutes, I also had to over-simplify some concepts.

The presentation touched on the following specific topics:
- On-Page SEO basics
- Off-Page SEO (link building/link earning)
- The importance of a mobile website given Google's addition of the 'mobile-friendly' tag on search engine results pages just days before this presentation was given
- Local SEO ranking factors
- PPC basics including a brief discussion of ad rank & quality score

http://fidelityinternetmarketing.ca

Published in: Marketing
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SEO/PPC 101 | Burlington North Rotary Presentation

  1. 1. How Do Search Engines Work? Search Engine Optimization (SEO) & Pay-Per-Click (PPC) 101
  2. 2. 1. On-Page Factors 2. Off-Page Factors
  3. 3. - Keyword Usage - Accessible to Search Engines - Unique, Original, Descriptive Content - Mobile-Friendly *
  4. 4. LINKS…
  5. 5. • Links = Votes • Not All Votes Created Equal • Search Engines Want Websites/Businesses That Are The Most Well-Known/Authoritative/Popular…. • You’re Not Smarter Than Google (I’m not smarter than Google) • Take Your Real-World/Offline Presence and Put it Online
  6. 6. • Charity/Sponsorship • Directories* • Testimonials • Suppliers • Chamber of Commerce • Job Boards • Association Sites • Home Shows • Blogging • Expert Interviews (Ego Bait) • Guest Posting • Editorial Mentions • Resource Pages • Conference Sponsorship • Contest/Giveaways • Help a Reporter Out (HARO)
  7. 7. - Reviews - Citations - Google My Business (Google Places) Profile
  8. 8. Control over: - Geographically where ads show - Which keywords you show up for - Your monthly budget - How much you pay per click
  9. 9. SIMPLE RANKING FORMULA Ad Rank = Max CPC x ‘Quality Score’ QUALITY SCORE FORMULA QS = (CTR x 0.6) + (Relevance x 0.3) + (Landing Page x 0.1)
  10. 10. Advertiser #1: CPC Bid $2 x QS 8 = Ad Rank 16 Advertiser #2: CPC Bid $3 x QS 5 = Ad Rank 15 Advertiser #3: CPC Bid $4 x QS 3 = Ad Rank 12

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