SEARCH, INTENT, MARKET
HOW SEARCH WORKS,
& THE BIDDING
PROCESS
ADS301m - Group Labubu
Part 2
WHAT ARE THE
KEY COMPONENTS
THAT DETERMINE
SEARCH
RANKINGS?
Keywords are the words or
phrases people type into search
engines. Your content should
include the right keywords so
search engines know what your
page is about.
KEYWORDS
Example: If someone is searching
for “eco-friendly fashion,” your
page about sustainable clothing
should include that phrase to rank
higher.
CONTENT QUALITY
Search engines prioritize pages with useful,
relevant, and high-quality content that answers
users' queries.
Example: A blog post about “How to Choose
Sustainable Clothes” with detailed tips, real-life
examples, and helpful links is more likely to rank
higher than a short, vague post.
BACKLINKS
Backlinks are links to your website from other
trustworthy sites. The more reputable
websites that link to yours, the more search
engines trust your site.
Example: If a popular fashion blogger links to
your online store in their blog, it signals to
Google that your site is valuable.
MOBILE-FRIENDLINESS
WITH MORE PEOPLE USING MOBILE
DEVICES, SEARCH ENGINES RANK MOBILE-
FRIENDLY WEBSITES HIGHER.
Example: A clothing site that’s easy to browse on a
smartphone will rank better than one that only works well on
a desktop.
PAGE SPEED
Fast-loading websites rank better because they provide a
good user experience.
Example: If your page takes 10 seconds to load, users
might leave, and Google will lower your ranking. But if it
loads in 2 seconds, users stay longer, boosting your rank.
USER
EXPERIENCE (UX)
GOOGLE WANTS USERS TO HAVE
A POSITIVE EXPERIENCE ON YOUR
SITE. EASY NAVIGATION, CLEAR
LAYOUT, AND HELPFUL CONTENT
IMPROVE RANKINGS.
Example: If your website has a clear menu,
a search bar, and easy-to-find contact info,
users will stay longer, improving your SEO.
ON-PAGE SEO
On-page SEO means optimizing
individual pages by using
proper keywords in titles, meta
descriptions, headers, and
image tags.
Example: Your product page’s title
“Affordable Eco-Friendly Fashion
for All” is more SEO-friendly than
just “Products.”
DOMAIN
AUTHORITY
This is a score search engines give based on your site’s
credibility and relevance over time.
Example: A site like Nike.com will have a higher
domain authority because it’s well-known and
trusted, making it easier for them to rank highly.
TECHNICAL SEO
THIS INVOLVES OPTIMIZING THE
BACKEND OF YOUR WEBSITE
(SITEMAPS, CLEAN CODE, ETC.) TO HELP
SEARCH ENGINES CRAWL AND INDEX
YOUR SITE.
Example: Having a well-organized site structure
with clear URLs (like “/shop/sustainable-tshirts”
instead of “/1234abc”) makes it easier for
search engines to understand your content.
What are the differences and benefits between SEO and SEM? .
SEARCH ENGINE OPTIMIZATION
This is the process of optimizing website to rank organically
in search engine results without paying for ads.
Technical SEO
On Page SEO
Off Page SEO
SEARCH ENGINE MARKETING
The method of marketing aimed at increasing visibility on search engines
through both paid advertising and search engine optimization
SEM = SEO + PSA
(Paid Search Ads)
PPC – Pay per click
CPC – Cost per click
CPM – Cost per thousand click
Paid search ads
01
Search Ads
SEO Shopping Ads
Search Ads
Shopping Ads
Display Ads
Gmail Ads
Youtube Ads
02
Leverages paid advertising: PPC can
Leverages Organic traffic: Once optimized,
generate immediate traffic and visibility
SEO delivers long-term traffic without ongoing
costs per click.
Full Control Over Budget: SEM allows
you to set specific daily or campaign
Higher Credibility: Organic search results
budgets and adjust them based on
are often viewed as more trustworthy by
performance
users compared to paid ads.
Precise Targeting: SEM offers highly
Sustainable Growth
targeted options, such as geolocation,
demographics, device type, and even
Better Click-Through Rates (CTR): Organic
specific times of the day
results typically receive higher CTR than paid
ads
Competitive keywords: Advantages of
choosing highly competitive keywords
Increased Visibility -> high-quality, relevant traffic.
Measurable Results: Both methods offer detailed analytics
Competitive Advantage: Implementing either SEO or SEM
can provide an edge over competitors,
03
HOW DO YOU PLAN AN
SEM CAMPAIGN?
1 Identify the User’s Search Intent 5 Create Ad Groups
2 Determine the Campaign Budget 6 Optimize Landing Pages
3 Identify Target Audience 7 Monitor and Optimize Campaigns
4 Conduct Keyword Research 8 Improve Ad Quality Score
04
Use A/B testing with different ad copies to see which performs better
05
06
How can you ensure that world-class content is optimized for
mobile devices to improve both user experience and SEO rankings?
WORLD-CLASS CONTENT
OPTIMIZED FOR MOBILE
Responsive Design
Key criterion that Google considers when
ranking websites
Make the site mobile-friendly and increases
user retention.
How can you ensure that world-class content is optimized for
mobile devices to improve both user experience and SEO rankings?
WORLD-CLASS CONTENT
OPTIMIZED FOR MOBILE
Page Load Speed
Key ranking factor on mobile
Use AMP, compress images (WebP),
optimize code.
How can you ensure that world-class content is optimized for
mobile devices to improve both user experience and SEO rankings?
WORLD-CLASS CONTENT
OPTIMIZED FOR MOBILE
Readability
Short paragraphs, clear headings (H1, H2),
easy to scan.
How can you ensure that world-class content is optimized for
mobile devices to improve both user experience and SEO rankings?
WORLD-CLASS CONTENT
OPTIMIZED FOR MOBILE
CTA Optimization
Large buttons, proper spacing for mobile
interactions.
How can you ensure that world-class content is optimized for
mobile devices to improve both user experience and SEO rankings?
WORLD-CLASS CONTENT
OPTIMIZED FOR MOBILE
Voice Search
Optimization
Long-tail keywords, natural queries.
THANK FOR YOUR ATTENTION
