Arena Media is a top 20 UK media buying agency with £120m+ in billings and 150 employees in the UK. Their SEO team, led by Head of SEO Nick Wilsdon, aims to boost client visibility in organic search through on-page optimization, keyword research, content creation, and outreach. Their process involves challenging client briefs, conducting keyword research, optimizing sites, planning and creating content, outreaching that content, and measuring campaign performance. The webinar provides tips for how to pursue a career in SEO, including understanding analytics and building skills like keyword research, site auditing, content marketing, and outreach.