Barcelona

Missed opportunities in international search

Many multinationals have seen huge successes and major fails in the pursuit of international glory. Drawing on his vast experience, working with some of the biggest global brands, Bill will look at some of these examples and highlight common areas of missed opportunity. He’ll also provide practical tactics and techniques to ensure efficiency and effectiveness across global markets. A fantastic opportunity to hear from one of the most knowledgeable international SEO practitioners in the world.

Bill Hunt – Back Azimuth Consulting

Optimising for voice search: How and Why

With voice search on the rise, more and more businesses are turning their attention to optimising for voice queries. SEAT is one such company, and Michiel will share some insights and learnings from a project to optimise for voice across 10 European markets, as well as the results of a study comparing Voice Search across UK, US, Spain and Germany.

Michiel Das - SEAT

SEO For Google's mobile-first index & mobile-friendly world

When Google announced that it would be switching to a “mobile-first” index for its search engine results, it sent waves of panic and confusion through site owners and SEOs alike. What did “mobile-first” mean? How would it affect the search engine results for my company and clients? Why was Google focusing on mobile when non-mobile websites still existed?

In this presentation, we’ll be discussing the definition of mobile-first indexing and how it’s different from “mobile only,” why Google is moving towards this strategy, and how to prepare your website on a content, site architecture, and inbound link level for the coming changes

Jeff Ferguson - Fang Digital Marketing

How to combine brand, PR, content and SEO to future-proof your international search rankings

SEO in the 90’s was mostly about content and fairly simple. In 2000’s the importance of links boomed and so did link spam fighting. In 2010’s it is the SERP that exploded with rich snippets and carrousels. What are 2020’s going to bring for SEO? Vistaprint has taken the bull by the horns and is actively preparing the future of SEO with an integrated approach to Brand / PR / Content / SEO. Areas of consideration include how are Content and PR serving SEO goals? How to take advantage of ever-evolving Serps and semantic search with Content & PR? How to build your Authority and eventually build your brand? In this session, Johann and Marie will go through early learnings, successes and challenges in preparing their global company for the future.

Johann Godey – Vistaprint

Marie Mure-Ravaud – Vistaprint

Search beyond Google: the other search engines

Unsurprisingly Google is the main focus of most search marketers, but there are other search engines to consider when you move out of Western markets. In this session, Jitka will provide insights into how Yandex, Baidu and Naver differ from Google and how to achieve an effective search presence in the countries they serve.

Jitka Jizerova - Webcertain

Going global on a shoestring PPC budget - a B2B case study

Your goal may be to build a global business, but your budget, unlike your plans, may be limited. This translates to a laser focus on generating leads, not just clicks. Jeroen Maljers will share how digital marketing reporting suite Swydo acquired customers in over 70 countries with a limited budget using PPC tactics including diligently monitoring and optimising campaigns several times a day, testing, leveraging all available PPC platform features and how to beat the competition.

Jeroen Maljers – Swydo

Yandex Metrica for SEO and beyond

When it comes to usability, it doesn't matter what search engine you optimise your site for – because, above all, you are doing it for your users. We will talk about how you can leverage the Yandex.Metrica analytics system for SEO. It enables you to check if your site meets all the usability parameters important for search engines, understand the behaviour patterns of your audience, and helps you find out if something goes wrong.

Alexandra Kulachikova – Yandex Metrica

Deploying Amazon’s geo-targeting approach to improve global web performance

If you search for a product in the 'wrong' country in Amazon, somehow Amazon manages to correct it and still give you the right result. How do they do this? In this session, Andy will discuss how can you replicate this experience with your own site and with Google, and which tools can help you do so.

Andy Atkins-Krüger – Webcertain

Moving from a multi-ccTLD to a global gTLD strategy

Determining the most effective geo-targeting strategy for your business is one of the biggest challenges in international SEO. Eoghan will share insights into when it makes sense to consider moving from several country domains to a global strategy with one international domain. He will show some successful examples of such a move, make recommendations for the structure of the new global domain and give some technical advice for the migration itself.

Eoghan Henn – searchVIU

How to achieve global search success - Q&A with Google

Gary Illyes from Google will be discussing a range of topics relevant to global search marketers including geo-targeting, optimising for mobile and exploiting opportunities in less-developed markets.

Gary Illyes – Google