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Arena seo webinar

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Transcript

  • 1. Arena SEO TrainingFrom receiving a brief to campaign delivery
  • 2. SEO TrainingArena Media are a media buying agencyBillings of £120m+ make us a top 20 UK agency150 headcount in the UK65 offices globally and part of the Havas Media GroupRecent business wins include LG and BetfairQuick facts about Arena Media5
  • 3. Our client rosterSEO Training
  • 4. About the Arena SEO teamSEO TrainingNick Wilsdon – Head of SEO & Content MarketingIan Bowden – SEO Director Giulia Ferrari– Content Marketing ManagerTeam of 8 Team of 11
  • 5. The general objective of SEOSEO TrainingCompanies invest in SEO to boost their visibility in organic searchresults to get more customers to their website
  • 6. Our approach to SEOSEO TrainingSEOSocialPRLinksRankingsEngagementParticipationSocialcitationsCoverageBuzzC o nt e nt
  • 7. SEO TrainingLearn why Arena is an awesome place to workA better understanding of what a SEO team actually doesDecide better whether SEO is the right career for youTips on how you can make yourself a better candidateGive you the opportunity to ask a SEO professional questionsThings I’d like to get out of the webinar5
  • 8. BriefBusiness challenge:We want to sell 10,000 incremental products in 2013Insight:Historically we have not invested in SEO and there is the opportunity to drivemore volume from organic search resultsBudget:We have £500k available to invest in search marketingResponse:Please provide a breakdown of search marketing activity across both paid andnatural search with forecasted output for each channel.SEO Training
  • 9. Stage 1: Challenge the briefSEO Training
  • 10. Stage 2: Conduct keyword researchSEO TrainingKeyword research allows Arena to identify what people type intoGoogle and therefore what terms visibility needs to be improved on
  • 11. SEO Training0102030405060708090100Credit Cards search demand Payday Loans search demandKeyword Research Example
  • 12. 3: Complete a site optimisation auditSEO TrainingOn page optimisation is the more technical aspect of SEO andmakes websites accessible to search engines
  • 13. SEO TrainingMicrosoft IIS toolkit Screaming FrogExample Tools
  • 14. Stage 4: Plan and create contentSEO TrainingCreating content for clients gives other websites a compelling reasonto link to their website
  • 15. SEO TrainingContent Example
  • 16. SEO TrainingContent Example
  • 17. Stage 5: Outreach the contentSEO TrainingCreating content for clients gives other websites a compelling reasonto link to their website
  • 18. SEO TrainingOutreach Example
  • 19. SEO TrainingOutreach Example
  • 20. Stage 6: Measure campaign performanceSEO Training
  • 21. 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=8W60M5MLBPs4. Outreach• Use social networks to engage with new people• Join Klout or similar service and identify influencers in different fields5. 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.htmlSEO Training
  • 22. SEO TrainingEmail liz.moore@arenamedia.comRequest the job specifications
  • 23. Time for Q&ASEO TrainingSEO Director - Arena MediaT – 02071 826400E – ian.bowden@arena-media.co.ukW – http://bowdeni.comhttp://bit.ly/ianbowden@bowdeni86uk.linkedin.com/in/ianbowden