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Global ideas – Global people – Accessible virtually

The International Search Summit (ISS), the only event dedicated entirely to international search marketing topics and challenges, is going global!

This fully interactive virtual event will feature 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 the ability to join virtual tables on different international topics, plenty of live Q&A and dedicated 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 – all whilst experiencing a virtual event like no other!

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Why attend ISS


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
  • Hands-on knowledge from seasoned marketers

2019 agenda

2020 agenda will be available soon


Crossing cultural borders in a digital world

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.

Annalisa Nash Fernandez – Because Culture



US Hispanics - The test segment to grow in Latam

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.

Blas Giffuni - Consultant



Insights into the Russian market and Yandex

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.

Tatiana Bashlycheva - Yandex



Coffee break


Scaling localization & international SEO in a decentralized world

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.

Mellissa Jensen - Cisco



Scaling content marketing For a global audience

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.

Leona Frank - Autodesk



Using programmatic advertising to drive global search performance

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.

Gemma Houghton – Webcertain






How to successfully roll out an SEO strategy internationally

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.

Cheryl Burke - New Balance



Missed opportunities in global 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



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



Coffee break


Q&A session with Google

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.

Gary Illyes - Google


Final Q&A


Networking Drinks

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2019 Speakers

2020 speakers will be added when confirmed

Andy Atkins-Krüger

Andy Atkins-Krüger

Founder and CEO of Webcertain Group

Andy is a seasoned speaker and brings over 20 years’ experience in international marketing.

More about Andy
Tatiana Bashlycheva

Tatiana Bashlycheva


Tatiana is the Senior Manager, US Business Development at Yandex.

More about Tatiana
Cheryl Burke

Cheryl Burke

New Balance

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

Leona Frank


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 Giffuni

Blas Giffuni


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 Houghton

Gemma Houghton


Gemma is the Director of Marketing at Webcertain with over ten years experience in international digital marketing and events.

More about Gemma
Bill Hunt

Bill Hunt

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

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.

More about Gary
Mellissa Jensen

Mellissa Jensen


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 Systems

More about Mellissa
Annalisa Nash Fernandez

Annalisa Nash Fernandez

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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1 and 2 October – ISS Global Virtual Edition

Early Bird

Virtual ISS


per ticket

  • Access to day one
  • Recordings of all sessions
Early Bird

Virtual ISS
plus ticket


per ticket

  • Access to day one
  • 3 months’ premium access to Webcertain’s Self-learning platform
  • Recordings of all sessions

Early Bird

Virtual ISS
plus 2-day ticket


per ticket

  • Access to entire event
  • 6 months’ premium access to Webcertain’s Self-learning platform
  • Recordings of all sessions



Real-time networking

Virtual topic tables

Presentations, panel discussions and Google Q&A

Live Q&A

Cancellation policy

Tickets cancelled one month before the event will receive a full refund. However, cancellations after this date cannot be refunded. Tickets can be transferred to another person at any time.

Got a question for us?

If you'd like to speak at ISS, find out about sponsorship opportunities or have a question about the event, please get in touch!