Isabelle Arding, Specialist – Content Marketing & B2B SEO

📍 At Topdog since 2017

My role at Topdog

I’ve worked at Topdog since 2017, collaborating with more than 20 different clients and contributing to around thirty projects along the way – spanning industries from technology and logistics to education, public communication and the public sector. My strength lies in combining SEO and UX with a copy-led, structured approach. I love understanding what users need, and finding the content and formats that get people to click, read and convert.

I particularly enjoy projects where I get to build things from the ground up – running the keyword research, proposing the site structure and planning what content is needed. Often I go on to write or edit the copy myself, optimising it for users and conversion. With the help of AI, ChatGPT in particular, I’ve helped scale content production to more than 100 pages within a single project, across multiple languages.

My work

Project manager

I lead projects covering planning, content, structure and coordination. That might mean setting goals, keeping working groups aligned, or acting as the go-between for developers, content owners and the client. My UGL training (a Swedish leadership and group-dynamics programme) has been a real asset here – especially for building trust, creating clarity and understanding how groups function.

B2B SEO

I’ve worked extensively on content aimed at professionals and decision-makers, where clarity, structure and the ability to explain complex services or products really matter. The goal is usually content that drives traffic while also supporting conversion.

Scalable content production with AI

I’ve worked on AI-supported content production at scale – everything from prompt templates to publishing structures – usually alongside writers and translators.

UX and design mockups

I’m often responsible for the UX analysis, producing structural proposals and mockups in Figma tied to content structure, navigation and conversion.

Technical content work

In several projects, I’ve specified technical requirements, tested functionality and acted as the link between content and development.

Workshops and editorial coaching

I’ve run workshops on writing for users and search intent, and supported both clients and colleagues on tone of voice and structure.

Quality assurance

I regularly review other people’s copy, editing headlines, internal links and tone of voice. I’m used to pulling content together into something coherent, even when several people have had a hand in it.

Working style

People often tell me I’m clear, attentive and down to earth. I like combining genuine care with getting results.

Day to day, I work regularly in Figma, Trello, Google Sheets, Screaming Frog, Ahrefs, Google Search Console and various CMS platforms. I move freely between analysis, structure and copy, depending on what each project needs.

I’ve also written articles about content marketing for Topdog. Here’s one example: Why Content Marketing Matters for Google Visibility

Outside work

Outside of work, I’ve been playing steelpan in a band for several years. I love staying active, particularly through dancing, and I have a strong interest in personal development.

How can you get in touch with me?

Don’t hesitate to get in touch if you need help with search engine optimization or content marketing in Stockholm, Uppsala, Gothenburg, Malmö and beyond. Looking forward to hearing from you!

Email: [email protected]

LinkedIn: www.linkedin.com/in/isabellearding