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

1. How Do Search Engines Work? Search Engine
Optimization (SEO) & Pay-Per-Click (PPC) 101

2. 1. On-Page Factors
2. Off-Page Factors

3. - Keyword Usage
- Accessible to Search Engines
- Unique, Original, Descriptive Content
- Mobile-Friendly *

5. LINKS…

6. • 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

7. • 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)

8. - Reviews
- Citations
- Google My Business (Google Places) Profile

9. Control over:
- Geographically where ads show
- Which keywords you show up for
- Your monthly budget
- How much you pay per click

10. 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)

11. 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