The International Search Summit, the only event dedicated entirely to international search marketing topics and challenges, is moving to a new, bigger venue for 2019.
This full day event will feature several tracks and a range of speakers, with expertise in managing international websites and running global campaigns. They will share tips, tactics and advice for improving your online presence in international markets and how to overcome common challenges.
With plenty of Q&A and networking opportunities, attendees will have the chance to ask the questions that matter to them and their business, and leave with the answers they need to drive online global performance. The event takes place entirely in English.
The International Search Summit remains the only event dedicated specifically to the challenges, twists and turns of managing international websites and running global campaigns. Hear from speakers and attendees as they explain the benefits of attending the event and what they gained from being part of the International Search Summit.
Key benefits include:
Truly internationally-focused topics
Tactics for expanding your SEO and SEM strategies
Technical insights on how to position your brand in international markets
How to get 100% lighthouse performance score for your website
Polly Popselova - Delete
This session will look at how to get a 100% Lighthouse performance score for your website and what it means for your rankings. Polly will present a direct example of an experiment run with a group of SEOs, Technical Developers and UI Developers where we challenged ourselves to get a 100% score … without changing how the site looks or any of its content. The improvements went beyond the usual basics such as minifying resources and compressing images and after a hackathon and quite a bit of R&D work the 100% score was achieved. This session will give you practical insights into how to really achieve speed!
Effective geo-targeting is the foundation of international SEO success, but navigating its complexities and finding the best solution for your business is no easy task. Mauro will discuss the different options available and what to consider when deciding on your strategy. He will also share actionable tips on how to implement hreflang effectively and case studies on the positive impact it can have.
Technical SEO is the backbone to ensure search engines are able to index and crawl the site. Also, if a website isn’t functioning well, you’re losing precious traffic. In this session, Miranda will dive into how to scale technical SEO on a global level.
Oleh will share how Schibsted implemented a redesign of its global paid search account strategy, including using long tail terms + account granularity. The impact of the changes resulted in a 70% decrease in CPA and 60% increase in leads , for the same budget.
Developing and implementing a global paid search strategy.
Sergi Calvo Soler - Alpro
Sergi will share how Alpro developed a new paid search strategy and the journey the team
took from redefining keywords and ad copy to changing campaign structure and keyword
strategy to the huge challenge of deploying in multiple languages. He’ll also share the pitfalls
to be aware of when undertaking such a project and the learnings the team has made
throughout the process of launching and optimising its global campaigns.
Remarketing is a crucial part of every paid media strategy, whether it be display remarketing or search remarketing – audiences are a powerful weapon in a PPC manager’s arsenal. This session will be focused on the data analyses and strategic considerations required to build and optimize the most valuable remarketing campaigns all over the world.
The best of both worlds: How SEOs and linguists can benefit each other
Elena Torres Marcellán and Geeske Kambeck - Vistaprint
Elena and Geeske will explain how they developed a successful collaboration between Vistaprint’s organic search and content localisation teams to make the best use of each team’s expertise. During this project, the inhouse linguists went from localizing the keywords and metadata defined by the English-speaking SEO team to performing their own research in their respective native language. This resulted in more relevant and appealing copy and drove more than double the amount of traffic to the site.
Scale remains one of the biggest challenges, if not the biggest, for international businesses
targeting a global audience. Yuka will discuss how innovation and integration are vital in
developing processes to handle content at scale. She’ll also share methodologies and tools
which can support automation and pitfalls to be aware of. Whatever the size and structure of
your company, Yuka will provide valuable insights and strategies for scaling your
globalisation and localisation efforts.
Unleashing global content effectiveness for local customer experiences
Bruno Herrmann - Global Leader in Digital Experiences
Successful digital globalization relies on locally relevant experiences. Leading globally, delivering locally and delighting personally is the name of the game as your content is your primary sales agent. Therefore, it is crucial to define and scope content effectiveness so that you can plan, test and execute international content strategies where, when and how it matters to customers. In this session you will learn how to leverage globalization best practices and localisation data to make your content findable, actionable and memorable around the world.
SEO and SEM both come from the same channel: Search. Understanding how both work together, or if your SEM efforts are cannibalizing your SEO is vital. Esteve will present data using case studies from international market places and share a framework to help you detect and address SEM failures to ensure SEO success.
World news: What and how international people search
Gabriele Kahlout - Al Jazeera
When the Genoa bridge collapsed in Italy, or the Oroville dam in California, or the train crashed at Hoboken's station, New Jersey. What did people in other countries and other languages search? Oroville or California? Genoa or Italy? In this session, Gabriele highlights the ways in which international news and events can impact search behaviour and provides guidelines on how to develop the right approach for your content to boost traffic whether your target is a global or a local audience.
With more and more zero click searches occurring daily, featured snippets are increasingly attractive and important. Fernando will share data on the different types of featured snippets available, as well as regional usage differences. He'll share strategies to increase your chance of winning a snippet, and discuss what to consider when developing a global strategy.
Amazon is the biggest online retailer worldwide. The ecommerce giant takes 54% of all
direct shopping traffic which makes it is almost impossible for smaller online businesses to
compete. As such Julia Munder, Marketing Director at Maxwell-Scott, and her team have
taken the decision to fully embrace all that Amazon has to offer. Today the international
leather goods manufacturer has been selected for the Amazon Fashion incubator
programme which only 1% of all retailers on Amazon are invited to join. In her talk, Julia will
explain how to harness Amazon as a marketing channel from creating the perfect listings
and an appealing Amazon shop, to using the paid platform to maximise global growth.
Trained by Amazon, Julia will give us a quick lesson in how to make the most of Amazon
PPC, and the importance of well-optimised listings to support paid efforts.
Using PPC optimization technology to scale up businesses globally
How to run successful paid search campaigns on Baidu, Yandex & Naver
- Webcertain
China, Russia and South Korea are markets with huge opportunities for international businesses yet their unique digital landscapes, as well as languages and cultures, provide challenges for search marketers. This session will highlight some of the key differences between these search engines, and Google and share strategies for launching paid search campaigns that will bring results and drive sales.
Localisation is easy, said no one ever. There are so many things that can go wrong during the localisation process and this can have a detrimental impact on any organisation - from damaging a brand’s image and perception to longer time-to-market and often even financial repercussions. But it doesn’t have to be that way. The localisation process can not only be smooth, streamlined and efficient but it can also deliver big value for any business.
As the localisation lead at Skyscanner, Hristina will share examples of challenges she’s faced at Skyscanner and other global businesses and how to overcome them. Attendees will find out why localisation is important and how a poor localisation strategy and lack of collaboration can have a negative impact on content quality, user experience and the organisation as a whole. You will leave the talk with ideas how to collaborate better with localisation teams and how to be more empathetic with global users.
Brad and Akihiro will share some of the secrets to succeeding in SEO in Japan and how technical SEO is impacted by the Japanese language and market. They will also provide context and insight into Japanese culture and online behavior and factors to be aware of when targeting this country. This session will be moderated by Gary Illyes.
In this interactive Q&A session with Gary Illyes, we'll cover some of the hot topics facing international SEO and Gary will take questions from attendees.
Why your analytics is not as accurate as you think... (yet)
Sara Clifton - Search Integration and Verified Data
Sara will share her client experiences from the years of data collection and storytelling she has had as CEO of Search Integration and strategic consultant to large global organisations. Essentially, data collection in international organisations is delicate and difficult. Constant implementation changes due to the growth of a website plus the many stakeholders involved impacts data quality and analysis. This means that insights are not just difficult to obtain, but can be completely wrong. Sara explains the current state of data in global brands and shares solutions to ensure a future with trusted data, while always maintaining respect for the privacy of end-users.
Analysing online traffic and making sense of all the data is something digital marketers do every day, and every day they make assumptions. While these can often be based on past experience, on data and logic, they aren't always correct. Based on many years search experience and recent research, Andraž will highlight some of these oft-made assumptions and share insights including how marketing maturity influences search, how to determine brand stickiness and how to analyse cross-channel customer journeys in multiple markets.
Why gamification is essential for your international content marketing strategy
Becky Simms - Reflect Digital
This talk covers how you can integrate gamification into your SEO strategy, earning high quality links at a rapid pace. Becky will look at the do’s and don’ts and a clear case study showing the success possible, as well as the factors to consider when rolling this out internationally. She’ll also discuss the other benefits games can bring such as data, consumer insight and brand ambassadorship that can lead to sales and how to set realistic goals and measure success.
All too often we're asked to build a campaign, translate it into 20 languages and then outreach it...everywhere. Whilst international link building can be scalable, where to stop - and how to make sure the piece is resonant to each country's culture and media-landscape, is really hard. In this example, I'll take you through the methods that we used last year to build over 5k links in 90 countries. How we got coverage from some of the biggest newspapers in the world (including the New York Times in America, BBC in the UK, Bild in Germany and Iltalehti in Finland) and lessons learned along the way.
How to win friends and influencers in international markets
Daiana Damacus - Webcertain
Just as you have to adapt your approach and message for different audiences in different markets, the same applies to your influencer marketing strategy. Working with local influencers requires tailored approaches to stand any chance of success. Using examples from a recent campaign, Daiana will share some of the pitfalls to be aware of, tips for developing an effective strategy for each target market and examples of success stories
Fernando is Head of International Partnerships at SEMrush and an international Speaker. He is one of the major brand faces and annually attends
over 50 prestigious conferences all over the world.
Fernando is Head of International Partnerships at SEMrush and an international Speaker. With over ten years of experience in digital marketing,
he has been at the forefront of the company’s marketing activities and has, among other things, built a great marketing team. Fernando is one of the major brand faces and annually attends
over 50 prestigious conferences all over the world. He specialises in B2B search marketing, e-commerce, influencer marketing, and training of marketing teams such as Expedia, T-Mobile, Prestashop and Bing.
Amy Bishop
Cultivative
Amy recently launched Cultivative, a performance marketing agency. When not working, you can find her speaking at industry events, writing for Search Engine Land and Search Engine Journal.
Amy has built and implemented multichannel digital strategies for a variety of companies of all sizes from start-ups and small businesses to Fortune 500 and global organizations spanning several industry verticals. Her expertise includes e-commerce, lead generation, and localized site-to-store strategies. Amy recently launched Cultivative, a performance marketing agency. When not working, you can find her speaking at industry events, writing for Search Engine Land and Search Engine Journal, and talking shop on
Twitter at www.Twitter.com/hoffman8.
Sergi Calvo Soler
Alpro
Sergi is the Global Head of Digital & Media at Alpro, part of the Danone group, which was named as the No. 1 FMCG brand for digital maturity by ‘The Grocer’ in April 2019.
Sergi is the Global Head of Digital & Media at Alpro, part of the Danone group, which was
named as the No. 1 FMCG brand for digital maturity by ‘The Grocer’ in April 2019. Sergi is
responsible for the in-house digital and media team and has 8 years’ experience in digital
marketing, having started out in paid search. Before joining Alpro, Sergi worked agency side
at PHD and Mindshare UK. In his spare time, Sergi enjoys the theatre, running and travelling
the world. He also speaks 6 languages, or tries to at least!
Esteve Castells
Adevinta
Esteve Castells is the Global SEO Manager for Adevinta. He is responsible for SEO success across the company.
Esteve Castells is the Global SEO Manager for Adevinta (formerly Schibsted). He is responsible for SEO success across the company, making sure that the group marketplaces get SEO to the next level. He’s background is in digital marketing and products and works as a consultant to solve a variety of SEO challenges. When he is not doing something on the computer, he likes to travel and discover new cuisines.
Mauro Cattaneo
Webcertain
Mauro is the SEO Performance Manager at Webcertain. He works with major and local search engines including Google, Bing, Yahoo, Yandex, Baidu and Naver.
Mauro is the SEO Performance Manager at Webcertain. He's been working in digital marketing for over ten years. He specialises in technical SEO and works with global brands on multilingual projects spanning 40-plus languages. His main focus is helping clients improve their marketing efforts through geo-targeting and driving traffic growth through site optimisation. He works with major and local search engines including Google, Bing, Yahoo, Yandex, Baidu and Naver.
Sara Clifton
Search Integration and Verified Data
Sara has 20 years experience in conducting data driven digital marketing consultancy for clients with high complexity and operating on many platforms.
Sara has 20 years experience in conducting data driven digital marketing consultancy for clients with high complexity and operating on many platforms.
For the last 10 years she has been managing Search Integration Sweden AB and founded Verified Data together with Brian Clifton to help automate
the manual process of cleaning analytics data and turning it into a better foundation for business decisions.
Sara has worked closely with global brands like VolvoCE, Peugeot, Tetra Pak, AlfaLaval and Thule basis for many years and is a regular global speaker at events like SES, SMX and IQPC. In 2012 she was a guest lecturer at the University College London (UCL)
James Finlayson
Verve Search
James is the Head of Innovation at Verve Search. He's been in the industry over a decade and describes himself as creatively geeky.
James is the Head of Innovation at Verve Search, where he concentrates on answering the ‘what next’ question and working out how to get there faster. He's been in the industry over a decade and describes himself as creatively geeky - spending as much time on technical SEO as creative campaigns. He's spoken at conferences include BrightonSEO, SMX (West and London), ICEEFEST (Romania), Search Stars (Sweden) and London’s largest TEDx, TEDx Kingston. Verve Search is an SEO agency based in London. They've worked with brands including Bentley, the BBC, Uber and Expedia. Last year Verve built over 5k links from some of the biggest sites in the world - plus tv, radio and newspaper coverage - from publications in over 90 countries.
Miranda Gahrmann
Randstad
Miranda is a Global eCommerce Consultant. She has over 11 years of experience in international SEO and a master in Digital marketing.
Miranda Gahrmann is a Global eCommerce Consultant for clients such as Randstad and Philips. Not only does Miranda travel all over the world for work, she also speaks six languages. With 11 years’ experience in international SEO and a master in Digital marketing, Miranda is working with her team to improve the performance of 40 Randstad websites across 39 markets.
Bruno Herrmann
Global Leader, Expert and Advisor in Digital Experiences, Products And Content
Bruno Herrmann has more than 20 years of experience in global product, content and customer experience leadership.
Bruno Herrmann Global Leader, Expert and Advisor in Digital Experiences, Products And Content
As a digital leader Bruno Herrmann has more than 20 years of experience in global product, content and customer experience leadership. Most recently he was the Digital Globalization Leader at Nielsen, focusing on global content creation, localization, testing, certification and delivery as well as on product management and international customer experiences. Before joining Nielsen he managed online globalization programs at HP and content management in addition to Web localization at Compaq. Prior to joining Compaq, he worked in the marketing communications and localization industries, taking part in major international projects for high-profile technology clients.
Bruno Herrmann has been a practitioner, change agent, thought leader and strategist in international information and product management areas, both in the offline and online world. He is a regular speaker, panelist, moderator and workshop leader during events and meetings around the world.
Gary Illyes
Webmaster Trends Analyst, Google
Gary Illyes is a webmaster trends analyst dedicated to creating a better search experience for users by helping webmasters
create amazing websites.
Gary Illyes is a webmaster trends analyst dedicated to creating a better search experience for users by helping
webmasters create amazing websites. When not crunching data to find ways to improve web search, Gary is contributing
to the Webmaster Central Blog and helps users debug their websites in the Google Webmaster Forums.
Prior to joining Google in 2011, Gary was teaching online journalism in Romania and abroad. He was a technical
consultant for several high profile media outlets, and he spent his free time on online forums helping webmasters
troubleshoot web- and news-search related issues.
Gabriele Kahlout
Al Jazeera
Gabriele is the Senior SEO Manager at Al Jazeera. He’s been in digital marketing for over 8 years.
Gabriele is the Senior SEO Manager at Al Jazeera. He is responsible for all search content including search audience development, content SEO, technical SEO, SEO data and web analytics. He’s been in digital marketing for over 8 years.
Geeske Kambeck
Vistaprint
Geeske Kambeck is the Language Lead for Germany at Vistaprint, shaping the German brand voice across different marketing channels.
Geeske Kambeck is the Language Lead for Germany at Vistaprint, shaping the German brand voice across different marketing channels. She holds a B.A. in Journalism and a M.A. in German and American Language and Literature, and brings over 8 years of experience in localisation, project management, and communication roles.
Brad Lucido
Rakuten
Brad is a Product Manager at Rakuten Travel, one of the largest online travel agencies in Japan. He is also works on UX projects and has a total of 19 years of experience in the Web industry.
Brad is a Product Manager at Rakuten Travel, one of the largest online travel agencies in Japan. With a background in Web development and QA, Brad leads technical SEO projects. Besides SEO, he also works on UX projects and has a total of 19 years of experience in the Web industry including 7 in SEO. He is fluent in Japanese and enjoys photography and teaching.
Akihiro Miyata
Rakuten
Akihiro is an SEO Manager at Rakuten, with over ten years' experience in SEO.
Akihiro is an SEO Manager at Rakuten, one of the largest companies which provides e-commerce, fintech, digital content and communications services in Japan. He has over ten years' experience in SEO, with extensive experience in technical content creation for Rakuten services over the years.
Julia Munder
Maxwell-Scott
Julia Munder is the Marketing Director for the luxury leather online retailer, Maxwell-Scott.
She is the head of all global marketing strategies and responsible for overseeing general
website and CRM management for the brand's seven websites.
Julia Munder is the Marketing Director for the luxury leather online retailer, Maxwell-Scott.
She is the head of all global marketing strategies and responsible for overseeing general
website and CRM management for the brand's seven websites. Originally from Stuttgart,
Julia started her career in TV Journalism after graduating with a B.A. in English & German
Linguistics. In 2012, she then moved her life to Yorkshire to spearhead the launch of
Maxwell-Scott's expansion into the German market. Consequently, Germany is now the
company's second largest market. Whilst in charge of all international marketing strategies
for Maxwell-Scott, Julia received a scholarship to study International Communications at
Leeds University where she achieved a first class Masters degree. In her current position at
Maxwell-Scott, Julia is the force behind the brand’s vision of globally becoming the most
loved luxury British bag maker.
Yuka Nakasone
Beabloo
Yuka is a Globalization and Localization Strategist, currently serving as the Chief Strategist
at Global Bridge, a globalization consulting company that helps businesses to think, go and be global.
Yuka is a Globalization and Localization Strategist, currently serving as the Chief Strategist
at Global Bridge, a globalization consulting company that helps businesses to think, go and
be global. She brings best practices, globalization and localization strategies, and level up
through emotional and cultural intelligence for both production and top management. With
more than 20 years of experience in the industry, she has held various leadership roles in
localization, most recently in her capacity as Globalization and Localization Director at
Beabloo, a renowned retail analytics and technology company based in Barcelona, Spain.
Polly Pospelova
Delete
Polly is the co-manager of Delete Agency’s visibility team, made up of SEO specialists, SEO engineers, PPC managers and content & PR consultants.
Polly is the co-manager of Delete Agency’s visibility team, made up of SEO specialists, SEO engineers, PPC managers and content & PR consultants.
A passionate search professional and problem solver, Polly thrives on finding solutions to marketing problems. She has a strong ROI-focussed approach and significant experience in delivering successful marketing campaigns and search-centric website applications.
Polly specialises in SEO and Page Speed and performance R&D, deploying many of her experiment findings on her clients's website platforms.
Hristina Racheva
Localisation Lead, Skyscanner
Hristina is a Localisation Manager at Skyscanner where she leads the localisation team and focuses on evangelisation, localisation strategy and workflows optimisation.
Hristina is a Localisation Manager at Skyscanner where she leads the localisation team and focuses on evangelisation, localisation strategy and workflows optimisation. Call her crazy but she thinks that localisation is a fascinating discipline and crucial for any business, being at the intersection of languages, technology, product, design and UX. And she is on a mission to get everyone else excited about it. After all, how can a business or a product be successful and truly global if it doesn’t respond to the needs of all its users no matter where in the world they are from.
She previously worked on the localisation team at Google and prior to that was a translator at various European institutions. Hristina is a strong believer in the power of building communities to share learnings and support each other - she co-organises a Localisation Meetup in Barcelona and co-leads an online community that mentors graduates and young professionals entering the localisation industry. A global citizen at heart, she speaks 5 languages and has lived in 10 different countries, so far.
Becky Simms
Reflect Digital
Becky has spent the last 10+ years working in digital marketing. She started Reflect Digital from her bedroom in 2011, which 8 years later is an award-winning team of 24 based in Kent, UK and working with a range of businesses from small local businesses to national and international brands.
Becky has spent the last 10+ years working in digital marketing. She started Reflect Digital
from her bedroom in 2011, which 8 years later is an award-winning team of 24 based in
Kent, UK and working with a range of businesses from small local businesses to national
and international brands.
Becky’s role as CEO has many different strings to it, but her absolute love is working with
clients and speaking at events. She is a creative thinker and loves delivering talks that
clearly explain ideas and their relevance and deliver tangible actions for the audience.
She is passionate about digital education, so much so that she has devised a brand focused
on this called Aspiration Digital
and leads conferences for students to help them learn more
about the industry.
Andraž Štalec
Red Orbit
Andraž Štalec is the CEO and Co-founder of Red Orbit, the leading digital performance agency in Adriatic region. He is also a European search awards judge, Google certified trainer and a regular speaker at major international digital marketing events.
Andraž Štalec is the CEO and Co-founder of Red Orbit, the leading digital performance agency in Adriatic region. Data, analytics and performance run through his veins. He is also a European search awards judge, Google certified trainer and a regular speaker at major international digital marketing events like SearchLeeds, SMX London, inOrbit, Superweek, SMXL Milan, OMCap Berlin, SEMDays, SEOZone, Webmarketing Festival, UK ecommercial conference etc.
Oleh Tarasyuk
Adevinta
Oleh works as a Global Performance Marketing Manager for Adevinta, where he is focused on the development.
After earning a degree in economics from the University of the Balearic Islands, Oleh entered the paid search marketing world to explore his passion for marketing and the tech world. Currently, He works as a Global Performance Marketing Manager for Adevinta, where he is focused on the development, improvement and sometimes implementation of paid search strategies for different marketplaces across Adevinta (formerly Schibsted).
Rapid and sustainable user growth is his true passion. Oleh strongly believes in technology's potential to affect meaningful societal change at an unprecedented scale.
Elena Torres Marcellán
Vistaprint
Elena Torres Marcellán is a Senior SEO Specialist at Vistaprint. She has over 6 years of digital marketing experience.
Elena Torres Marcellán is a Senior SEO Specialist at Vistaprint. She has over 6 years of digital marketing experience. She currently serves as SEO Content expert and provides strategic guidance to all relevant stakeholders on content best practices, SEO strategy, and performance updates.
Sponsors:
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Testimonials
What did past ISS attendees think of the event?
Nothing beats the efficiency of attending a conference like ISS where you can share your experiences and quickly gain a treasure trove of learnings and best practices from other international marketers.
Jesse Woods
SEO Analyst Kayak
I came to the International Search Summit with an international SEO problem. I left with a solution.
Dan McCourt
Global Digital Marketing Leader The Chemours Company
Awesome speakers. Great insights. Perfect event.
Markus Doll
Head of Online Marketing Chrono24
I learned so many insights about expanding your global SEO strategies and really good technical insights.
Izzi Smith
SEO Manager Sixt
What I really like about ISS is the pure focus on truly international topics.
Bastian Grimm
Director of Organic Search Peak Ace
It’s a great opportunity to learn everything on international SEO, from site wide projects to off-page/on-page tips and tricks. You get a lot of experts and also have a great opportunity to network.
Jarazet Altamirano
EMEA Digital Marketing manager Texas Instruments
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