1. Arena SEO Training
From receiving a brief to campaign delivery

2. SEO Training
Arena Media are a media buying agency
Billings of £120m+ make us a top 20 UK agency
150 headcount in the UK
65 offices globally and part of the Havas Media Group
Recent business wins include LG and Betfair
Quick facts about Arena Media5

3. Our client roster
SEO Training

4. About the Arena SEO team
SEO Training
Nick Wilsdon – Head of SEO & Content Marketing
Ian Bowden – SEO Director Giulia Ferrari– Content Marketing Manager
Team of 8 Team of 11

5. The general objective of SEO
SEO Training
Companies invest in SEO to boost their visibility in organic search
results to get more customers to their website

6. Our approach to SEO
SEO Training
SEO
SocialPR
Links
Rankings
Engagement
Participation
Social
citations
Coverage
Buzz
C o n
t e n
t

7. SEO Training
Learn why Arena is an awesome place to work
A better understanding of what a SEO team actually does
Decide better whether SEO is the right career for you
Tips on how you can make yourself a better candidate
Give you the opportunity to ask a SEO professional questions
Things I’d like to get out of the webinar5

8. Brief
Business challenge:
We want to sell 10,000 incremental products in 2013
Insight:
Historically we have not invested in SEO and there is the opportunity to drive
more volume from organic search results
Budget:
We have £500k available to invest in search marketing
Response:
Please provide a breakdown of search marketing activity across both paid and
natural search with forecasted output for each channel.
SEO Training

9. Stage 1: Challenge the brief
SEO Training

10. Stage 2: Conduct keyword research
SEO Training
Keyword research allows Arena to identify what people type into
Google and therefore what terms visibility needs to be improved on

11. SEO Training
0
10
20
30
40
50
60
70
80
90
100
Credit Cards search demand Payday Loans search demand
Keyword Research Example

12. 3: Complete a site optimisation audit
SEO Training
On page optimisation is the more technical aspect of SEO and
makes websites accessible to search engines

13. SEO Training
Microsoft IIS toolkit Screaming Frog
Example Tools

14. Stage 4: Plan and create content
SEO Training
Creating content for clients gives other websites a compelling reason
to link to their website

15. SEO Training
Content Example

16. SEO Training
Content Example

17. Stage 5: Outreach the content
SEO Training
Creating content for clients gives other websites a compelling reason
to link to their website

18. SEO Training
Outreach Example

19. SEO Training
Outreach Example

20. Stage 6: Measure campaign performance
SEO Training

21. Five you things can action to become a better applicant
1. Keyword research;
• Use Google’s Keyword Tool & Google Trends (it’s free!)
2. Site optimisation
• Start a blog (get into affiliate marketing)
• Read Google’s SEO guide http://bit.ly/11K3ipI
• Learn how to use IIS Toolkit (it’s free!)
3. Content
• Understand what content is popular
• Watch this video from our head of SEO www.youtube.com/watch?v=8W60M5MLBPs
4. Outreach
• Use social networks to engage with new people
• Join Klout or similar service and identify influencers in different fields
5. Measure
• Have a good understanding of Google Analytics (it’s free!)
• This is a really good resource to read www.google.co.uk/analytics/iq.html
SEO Training

22. SEO Training
Email liz.moore@arenamedia.com
Request the job specifications

23. Time for Q&A
SEO Training
SEO Director - Arena Media
T – 02071 826400
E – ian.bowden@arena-media.co.uk
W – http://bowdeni.com
http://bit.ly/ianbowden
@bowdeni86
uk.linkedin.com/in/ianbowden