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.
Your message travels through a digital tunnel across borders to customers and business partners, the new cultural context can render it ineffective, misunderstood, or even offensive. Digital natives expect content that is personalized along the customer journey to be relevant in their culture. Annalisa will dig into some of the considerations you need to have when targeting an international audience from preserving the corporate message to adapting content and engagement strategies for different markets. She’ll provide insights and examples, including regional communication styles and perceptions of time, why emojis aren’t universal, and will explore cultural preferences for layout, animation, sound, and even color in digital media.
Many companies targeting the US Hispanic market are not always aware of the opportunities for growth that the Latam powerhouse markets offer or how to reach those audiences. Blas will share some US Hispanic success stories, as well as insights on how to approach the main markets in Latin America.
Russia has long been an interesting market for international businesses. The unique search platforms and social networks in the country allow for very detailed targeting, but there are several things to consider when targeting the Russian market. Tatiana will look at the Russian online landscape and Yandex as the gateway to Russia. She will also discuss the current trends, how Russia differs from other markets digitally and how businesses can successfully grow their brand in this region.
All too often SEO and Localization, both vital to international success, are treated as two separate processes and work entirely independently of each other. This approach can lead to increased costs, wasted time, and negatively impact the performance of global websites. Mellissa and Valerie will share insights from their experience in working in a large organization with a decentralized regional model to show how the two processes can and should work together and the impact such an approach can have on international growth and results.
Some will argue that Content Marketing is the only way to do marketing these days. It’s easy to see why: when executed well it can build loyal audiences, create brand ambassadors, drive organic search traffic and lead to earned media coverage. However, doing Content Marketing on a global scale can quickly turn into an expensive minefield of woefully long turnaround times, cultural missteps and organizational silos. In this session, Leona will present real-life examples of global content marketing campaigns and share actionable advice on how to plan and execute them to maximize wins and drive ROI globally.
Using practical examples from real campaigns, Gemma will look at the benefits of programmatic advertising for global brands and how it can support a range of marketing objectives. She’ll share tips for creating ads for different markets and demonstrate how these targeted campaigns can provide tangible improvements to search performance across multiple markets.
This session will discuss the evolution of a 113 year-old sneaker brand from a small business to a global ecommerce brand. In this session, Cheryl will discuss how she developed an international SEO strategy at New Balance and evangelized this throughout the company.
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.
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.
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.
Founder and CEO of Webcertain Group
Andy is a seasoned speaker and brings over 20 years’ experience in international marketing.More about Andy
Tatiana is the Senior Manager, US Business Development at Yandex.More about Tatiana
Cheryl Burke currently leads SEO for New Balance. She has over ten years’ experience in search marketing and has developed content marketing and organic growth strategies for clients across many verticals.More about Cheryl
Leona Frank leads Autodesk’s Infrastructure Marketing team and focuses on communicating the brand’s vision and leadership within the infrastructure industry.More about Leona
Blas is an independent consultant for businesses looking to expand their online market. He contributed to the SEO strategies of more than 2,000 multilingual global websites in over 60 markets and 20 languages.More about Blas
Gemma is the Director of Marketing at Webcertain with over ten years experience in international digital marketing and events.More about Gemma
Back Azimuth Consulting
Bill is the President of Back Azimuth Consulting, which focuses on helping companies understand the Voice of their Customer by aggregating multiple digital signals into actionable insights, product innovation and messaging strategies.More about Bill
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.More about Gary
Mellissa Jensen is an 18-year search marketing veteran, specializing in global enterprise search strategies. She currently serves as the Marketing Manager for Content and SEO at Cisco SystemsMore about Mellissa
Annalisa Nash Fernandez is a specialist in world cultures, focusing on cultural elements in technology and business strategy. Her expert quotes are featured widely, including by CIO magazine and the BBC, and her articles are published in trade journals and in leading media.More about Annalisa
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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.
I came to the International Search Summit with an international SEO problem. I left with a solution.
Awesome speakers. Great insights. Perfect event.
It’s dedicated to companies that are global; it’s not an add-on to a US-based search event.
If you know the importance of search and the importance of localising your website content for global regions, this is definitely an event I would highly recommend.
The information here is to die for. If you have the opportunity to come, you’ll learn things that will help put your business on the map.