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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

Agenda 2020

9:0009:30

How language can make or break global online success

Language is always a consideration for global websites or international campaigns, but that doesn’t mean it’s always used effectively – or correctly. Andy will highlight some common mistakes made by global brands when it comes to language usage and implementation and give tips for ensuring that the language you use does not alienate your audience and cost conversions. He’ll also share a checklist to enable you to self-audit your language content and assure quality and relevance across all communications.

Andy Atkins-Krüger – Webcertain

 

9:3010:00

Cultural Dimensions and Global Digital Marketing

We know that content and website look and feel need to be adapted for local markets. But why is this so? Are there broad frameworks we can construct and apply to our digital marketing from website to keyword localization? In this session we will use Hofstede’s work on cultural dimensions to provide a foundation for some practical but balanced approaches and dos and don’ts for your global marketing efforts.

Brian O’Flynn – Global Head of Web and SEO, Iron Mountain

 

10:0010:30

How to build better links than your competitors in international markets

Just because your competitors are using unnatural tactics to build links, doesn’t mean that’s what you should be doing. This session will give an actionable insight into how you can build better links in other countries without resorting to the unnatural tactics which others are using; sharing how tactics including digital PR, positioning yourselves as a resource and link reclamation can see you land a huge competitive advantage and why the impact of such links is often far greater than you’d expect to see in the UK or US.

James Brockbank - Managing Director, Digitaloft

 

10:3011:00

Break

11:0011:30

Adapting global paid search strategies in challenging times

The world is going through some big challenges right now, which have an impact on every person and every business. As a result, you might need to adapt your paid search strategies to maximise budgets, performance and ensure readiness for when things change again. Rachael and Mona will offer advice on how to react to fluctuations in demand, how to manage budgets and efforts between international markets and how investing in CRO now can reap great rewards in the future.

Rachael Harker and Mona Wang - Webcertain

 

11:3012:00

Driving Growth at Scale: employing automation and technology to drive growth in Paid performance globally

Managing performance across multiple markets can be challenging, particularly when you are looking after a large number of products and have the pressure to drive substantial growth. Through the lens of company ABC, David will share the experiences and learnings gained from a decade of driving growth through digital paid media across the globe with an emphasis on team, technology and automation.

David Merrifield - Smarter Ecommerce

 

12:0012:30

Targeting China: An action plan to bring online success

It is widely recognised that China is a huge market, with huge opportunities for international businesses prepared to invest in the country and its netizens. However, to reap the rewards that China has to offer, it is essential to understand the nuances of the market and language, the complex and unique digital landscape in the country and develop a strategy tailored to the Chinese audiences you hope to reach. Neilkriss will provide an overview of the current digital landscape in China and provide an action plan any business can use to get started, or improve it’s presence in the country.

Neilkriss Middlebrough – Webcertain

 

12:301:30

Lunch

1:302:00

Google is your new homepage and it is extremely geo-sensitive

Your brand, and how it appears in search results, can have a huge impact for your business as a whole. In this session, Jason will explain why businesses need to pay attention to their brand SERPs in 2020 and, using proprietary data collected across multiple countries, demonstrate how these can vary drastically by market. He’ll share tips and advice for how to improve and manage how your brand is represented across all your target markets and why it’s worth the investment.

Jason Barnard – Kalicube

 

2:002:30

Intent-Based Content Optimisation for Global Companies

When you take into account natural language and audience, these can differ by country based on cultural expectations. With Google placing more emphasis around Natural Language Understanding (NLU), it’s important to not only match the keywords but the intent for the consumer. This session will look at how global companies need to shift their SEO priorities from keyword-based content optimisation to intent-based content optimisation. Shari will look at how leveraging audience insights can help you make better decisions around your SEO campaigns and where schema mark-up, UGC curation and localisation of content can influence intent-based SEO outcomes.

Kathryn Parsons – Director of SEO, Philip Morris International

 

2:303:00

Planning to setup an international SEO team that fits your budget? No problem!

The focus on internationalisation is bigger than ever, but not everyone has deep pockets to build huge SEO teams to nail every single market they're present in. So, let’s look at some tips on how to build SEO teams to win organic traffic internationally, that fits in your budget. We’ll start from a one-man army to help the lean start-ups out there and take this forward to help brands with (almost) unlimited resources/budget.

Nitin Manchanda – Global Head of SEO, Omio

3:003:30

Break

3:30 4:30

Q&A with Google

In this Q&A session with John Müller, Webmaster Trends Analyst at Google, we’ll cover the hottest topics in international SEO and you can ask John the questions you need answers too.

John Müller - Google

 

4:30

Final Discussion and Q&A

 

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2020 Speakers

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
Jason Barnard

Jason Barnard

Kalicube

Jason has over 2 decades of experience in digital marketing

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James Brockbank

James Brockbank

Managing Director, Digitaloft

James Brockbank is Managing Director and founder at Digitaloft. He has more than 12 years of experience in SEO. Over the last 2 years, James has spoken at some of the world’s leading SEO and digital marketing conferences including SMX West.

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Rachael Harker

Rachael Harker

Webcertain

Rachael is a Senior Online Advertising Specialist at Webcertain. She has become experienced in managing large budgets across multiple industries on an international scale

More about Rachael
Nitin Manchanda

Nitin Manchanda

Omio

Nitin is working as Global Head of SEO at Omio, a Berlin based travel tech. He has consulted for brands from all over the world to improve the UX and organic visibility for their brands.

More about Nitin
David Merrifield

David Merrifield

Smarter Ecommerce

David is a Digital Marketer with over 10 years experience, and has worked as part of international teams for the last 8 years.

More about David
Neilkriss Middlebrough

Neilkriss Middlebrough

Webcertain

Neilkriss is a Business Solutions Executive at Webcertain. He is originally from the Philippines and holds a Bachelor of Arts degree in Mass Communications.

More about Neilkriss
Brian O’Flynn

Brian O’Flynn

Iron Mountain

Brian has a degree in Computer Science and a Master’s in Education and is a near-fluent speaker of Turkish. Brian currently heads up Iron Mountain’s global suite of 51 national websites.

More about Brian
Kathryn Parsons

Kathryn Parsons

Philip Morris International

Kathryn Parsons is the Head of SEO for Philip Morris Products S.A., Operations Centre of Philip Morris International, in Lausanne, Switzerland.

More about Kathryn
Mona Wang

Mona Wang

Webcertain

Mona is a Business Psychologist. Her current focus is user behaviour analysis incorporating both qualitative data and quantitative data, coding, and storytelling via data visualisation.

More about Mona

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