arena seo webinar
TRANSCRIPT
Arena SEO TrainingFrom receiving a brief to campaign delivery
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 Media 5
SEO Training
Our client roster
SEO Training
About the Arena SEO team
Nick Wilsdon – Head of SEO & Content Marketing
Ian Bowden – SEO Director Giulia Ferrari– Content Marketing Manager
Team of 8 Team of 11
SEO Training
The general objective of SEO
Companies invest in SEO to boost their visibility in organic search results to get more customers to their website
SEO Training
Our approach to SEO
SEO
SocialPR
LinksRankings
EngagementParticipation
Social citations
CoverageBuzz
Content
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
SEO Training
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
Stage 1: Challenge the brief
SEO Training
Stage 2: Conduct keyword research
Keyword research allows Arena to identify what people type into Google and therefore what terms visibility needs to be improved on
SEO Training
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Credit Cards search demand Payday Loans search demand
Keyword Research Example
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3: Complete a site optimisation audit
On page optimisation is the more technical aspect of SEO and makes websites accessible to search engines
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Microsoft IIS toolkit Screaming Frog
Example Tools
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Stage 4: Plan and create content
Creating content for clients gives other websites a compelling reason to link to their website
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Content Example
SEO Training
Content Example
SEO Training
Stage 5: Outreach the content
Creating content for clients gives other websites a compelling reason to link to their website
SEO Training
Outreach Example
SEO Training
Outreach Example
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Stage 6: Measure campaign performance
SEO Training
Five you things can action to become a better applicant1. 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
Time for Q&A
SEO Director - Arena Media
T – 02071 826400
W – http://bowdeni.com
http://bit.ly/ianbowden
@bowdeni86
uk.linkedin.com/in/ianbowden