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.
Bruce Clay Inc.
Ale is Managing Director and Partner at a leading global digital marketing company.More about Ale
Esther Azcano is the Head of SEO at Tribal Worldwide since 2016.More about Esther
Gianna Brachetti-Truskawa has been working in online marketing since 2009 with a strong focus on internationalisation strategies.More about Gianna
Daiana Damacus is the Social Media Team Leader at Webcertain.More about Daiana
Maria is an online marketing expert and a Senior Account Manager at Yandex.More about Maria
Francesca is the Head of Performance Marketing at CornerJob, responsible for developing and executing web and mobile marketing strategies.More about Francesca
Aman is a Programmatic Campaign Manager at Webcertain, where he manages the international programmatic digital project for all Webcertain Group clients.More about Aman
Ciara is the Global SEO Lead at GoEuro, a travel search engine that compares buses, trains and flights within Europe.More about Ciara
Aleyda is a well known and highly experienced International SEO consultant, providing personalised & strategical SEO advice.More about Aleyda
Fabian is the Senior Online Marketing Manager at Chrono24, the world’s largest online marketplace for luxury watches.More about FABIAN
David is the Head of Content Marketing at Edit, leading the PR, content and outreach strategies.More about David
This is a twin-track event.
Artificial intelligence (AI) has not only changed the way many industries operate today; it has also made a significant impact in the translation world. However, it is important for businesses to understand its limitations. Gianna will provide insights into the different processes involved in AI and human translation, how to decide the best option for your website, the pitfalls to avoid when going international, as well as the ethics of AI on the web.
There is so much opportunity to be gained from expanding to new markets and reaching a wider audience, however rolling out a website in multiple languages is not an easy task. Over the last 3 years, GoEuro has been rapidly expanding its user reach within Europe and beyond, localising the website in more than 15 languages, 6 in this year alone.
In this session, International SEO Manager Ciara will share insights on how the team approached this task and lessons learned along the way. She’ll share tips and advice for any business developing websites and campaigns for new markets.
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.
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.
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.
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.
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.
The potential of the Chinese market for international businesses is well-known, but in order to succeed, brands need to understand the complex digital landscape and how to effectively engage with a Chinese audience. This session will look at the key platforms to focus on and the advertising options they offer and share tips for setting up and managing winning paid campaigns in China.
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.
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?
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.
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.
"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.
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.
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.
We’ll end the day with an open Q&A session on anything international search!
Hotel 1898, La Rambla 109 | 08002 Barcelona Spain
What did past ISS attendees think of the event?
SEOs and online marketing specialists in general who are working with international websites or for online companies thinking about going international will definitely benefit from attending ISS. Before my first ISS, I had always thought I could just learn everything on my own about global online marketing topics such as International SEO just by doing online research and experimenting, but honestly 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.
I very much enjoyed the ISS! Actually talking to people who know what you’re talking about when you mention hreflang-tags and geotargeting was great. There was a sense of mutual interests that you don’t often come across in your daily work.
I came to the International Search Summit with an international SEO problem. I left with a solution.
It doesn’t have to be all work and no play! Discover the delights of Barcelona and enjoy all the city has to offer.
Tickets cancelled before 15th October 2018 will receive a full refund, however, cancellations after this date cannot be refunded. Tickets can be transferred to another person at any time.