Barcelona

Migrating international websites

Migrating your website can be a great business move, but if you fail to consider how search engines will react to this move, you are almost certain to take a major hit in organic search traffic. Aleyda will share reasons for migrating international websites, the most common scenarios, best practices and expected results.

Aleyda Solis - Orainti

Beyond the SERPS: Developing effective ad strategies for the Russian market

The Russian market presents a great opportunity for many international brands, and there are increasingly varied and innovative ways in which to reach your target audience in the country. Maria will share examples and cases from brands entering the market using a range of targeting options, from micro-geotargeting to outdoor and indoor advertising. She’ll explain how to develop an integrated paid strategy based on the industry and audience targets and the budget available.

Maria Dirina - Yandex

International link building: Tactics, tools and tips

Link acquisition is a key offsite ranking factor for any site looking to increase organic visibility. Different countries naturally adopt different cultures and as such engage with different news stories, different formats of content, and advocate brands in different ways. What works in one country might not be the same for all. Marketers need to not only be aware of customer behaviour in each region, but also what stories will gain the links they need from media. Using a mixture of real-life examples, David will share actionable advice on how to build links in different countries, what tools marketers need to be using and tips on how to gain national media links in multiple territories.

David White – Edit

Big in Japan: How to succeed with PPC in Japan (without understanding Japanese)

Expanding into a new market can be an effective way to grow your business but it involves a great deal of market research and planning driven by an evaluation of your internal capabilities including whether to manage the campaigns in-house or partner with an agency.

Fabian shares how Chrono24 successfully grew its business in Japan, the 4th largest watches market in the world from a relatively unknown brand. His talk will cover how to achieve quick wins in a new market, budget planning, deciding which search engine(s) to use and how to improve campaign performance.

Fabian Wiede – Chrono24

Managing on-page optimisation for multilingual sites

When rolling out new content or updating existing pages, there are many factors that need to be considered to ensure search engine success. Drawing on examples from a 12- language website, Gianluca will provide actionable tips for researching, creating and implementing SEO-friendly content on an international scale.

Gianluca Fiorelli - International SEO Consultant

Paid search tactics for Baidu and Naver

PPC is an essential channel for brands and businesses trying to reach a Chinese or South Korean audience on Baidu and Naver, yet in order to spend budget effectively, it is essential to understand the different products available and how to get the best visibility for your business. Jitka will showcase the advertising options you should be aware of and share tips for how to utilise them. She’ll also highlight some key differences between the search engines and potential pitfalls to avoid.

Jitka Jizerova

Reputation on SERPs: How to focus on what really matters

The first thing potential customers do after hearing about your brand or seeing an ad is to Google your brand name... could you afford to leave your online reputation to chance? Measuring reputation efforts on search engines help brands to discover what could potentially be damaging people’s perception when they are proactively looking for information on search engines. Esther will explain the importance of online reputation from the SEO perspective, how to analyse the real impact of online negativity (negativity index), and the kind of strategies you can develop to improve it. She also will share real-life examples from international projects, the unique challenges faced in each country and how to manage them.

Esther Azcano Valdes - Tribal Worldwide

Major trends in international PPC: What is working in 2018?

For many years, the main challenge in international PPC was to succeed in localization and allocate fair budgets to local markets. However, in recent years, Google Ads and their peers have embraced remarketing, audience targeting and added an entire host of new functionalities. In this session, we will be looking at the approaches the most advanced digital marketers are adopting in order to reap the benefits of this change, with case studies from the US and various European countries. We’ll aim to answer the questions which paid search strategies are winning in 2018, which paid search tactics are the most successful, and which search engines functionalities are bringing new value to campaigns?

Anders Hjorth – Innovell

SEO in a Google voice search world

The voice Search revolution is here. Large tech companies such as Google, Amazon, Microsoft are placing smart voice assistants on our phones and in our homes, changing the way we search for content and complete tasks online. Ale's session will focus on optimising for Google voice assistant, showing how the search giant understands and treats voice queries compared to text-based search. He will provide valuable insights on how to optimise your content for voice search and voice actions. Ale will also discuss Google assistant's language capabilities, specifically looking at how it processes the differences between varieties of the same language.

Ale Agostini - Bruce Clay Inc.

How to drive your global paid search campaigns forward with programmatic advertising

Programmatic advertising is constantly evolving, but to harness the benefits of programmatic marketers need to understand that conversion is a journey not the goal. Aman shares insights on how brands can get ahead of the game and reach their audiences. He highlights the differences between buying audiences and buying media and explains how brands can grow their businesses globally by incorporating programmatic advertising into their international paid search strategy.

Aman Raffi – Webcertain

Putting the social into social search engines

"A lot of the Asian search engines like Naver and Baidu are known as ‘social search engines’ because they have a social aspect that is missing from Google. This session will look at why social media should be a vital part of the strategy to improve SEO results on these search engines and how companies should approach a combined SEO and social media strategy.

Daiana Damacus – Webcertain

Creating and testing international ads

Compelling, relevant and engaging ad copy is crucial to paid search success and can make or break a campaign. In international campaigns, tailoring content to the local audience and language is especially important to ensure any message will resonate with the target audience and bring results. Based on her experience of managing global paid search campaigns, Dorien will share tips and tactics for creating ads including translation, culture and calls to action, as well as how to effectively test campaigns and optimise performance.

Dorien Rompelman - FedEx | TNT Digital International

Navigating the complex world of geo-targeting and hreflang

For anybody managing global websites, geo-targeting is one the biggest challenges. If you’ve invested in creating localised, relevant content for each target market, you want to make sure it reaches the right audience. This session will investigate the different geo-targeting options available and provide advice on how to determine the right strategy for your business.

Andy Atkins-Krüger - Webcertain

Using a cross-channel strategy to reach a multinational audience

Whatever your industry and audience and whether you have an app or a website, or both, you’ll need to deploy a variety of techniques and utilise a range of channels to ensure visibility for your brand and message. In this session, Francesca will share insights from her experience promoting an app across multiple markets, looking at how to differ the approach depending on your content as well as the market you’re targeting. She’ll share examples for optimising performance and tips for getting the best results from global campaigns.

Francesca Nuvola – Cornerjob