Speakers

Martijn Dirkx

Martijn Dirkx

Your Surprise

Martijn has built up a broad experience working for both agencies as well as companies of different sizes, from SMEs to larger corporations.

More about Martijn
Tom Mansell

Tom Mansell

Croud

Tom Mansell has over 10 years' experience in delivering successful online performance campaigns that drive results.

More about Tom
Gemma Houghton

Gemma Houghton

Webcertain

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

More about Gemma
Lada Kalashnikova

Lada Kalashnikova

Acronis

Lada has worked in digital marketing since 2003. She has specialised in all aspects of search engines optimisation (SEO) but especially in technical SEO, multilingual search and mobile optimisation.

More about Lada
Alina Ghost

Alina Ghost

Amara

As an SEO industry speaker, podcast host of SEO with Mrs Ghost and in-house manager at Amara, Alina is a confident speaker with an abundance of real-life case studies to share.

More about Alina
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.

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David Iwanow

David Iwanow

Danone

David has over 12 years experience in SEO with extensive experience and working for Danone Early Life Nutrition as Global Search & Traffic Manager

More about David
James Brockbank

James Brockbank

Digitaloft

James is Managing Director & Founder at Digitaloft, a multi award-winning content-led search marketing agency working with global brands to deliver digital PR and link building campaigns in sectors including finance, insurance, travel and eCommerce.

More about James
Helen Pollitt

Helen Pollitt

Avenue Digital

Helen is Head of SEO at Avenue Digital. She’s a keen technical SEO and international strategist who takes delight in training others on the intricacies of SEO.

More about Helen

Agenda

9:0009:15

Welcome and introduction

9:1509:45

International expansion: Making the right search choices

There are many decisions to take when expanding into new markets or growing existing ones, as well as numerous pitfalls that can trip you up. Martijn will share insights from his experience of rolling out new market campaigns: sharing which choices were made and why and providing tips on how to develop a successful search strategy.

Martijn Dirkx - Your Surprise

 

9:4510:15

Implementing paid search campaigns in Baidu, Yandex and Naver

PPC is an essential channel for brands and businesses trying to reach a Chinese, Russian or South Korean audience on Baidu, Yandex or Naver, yet in order to spend budget effectively, it is essential to understand the different products available and how to get the best visibility for your business. This session will showcase the advertising options you should be aware of and share tips for how to utilise them. She’ll also highlight some key differences between the search engines and potential pitfalls to avoid.

Gemma Houghton - Webcertain

 

10:1510:45

Delivering International Insight from Google Analytics

Google Analytics is a powerful tool but the sheer volume of data available through it can make finding actionable insights tough. In this session Helen will show you how to tap into the power of Google Analytics to fuel your international marketing campaigns. Using segments, filtering and behavioural analysis Helen will show you the steps to take to better understand how your website content performs in different locations and how to spot if your website is not set up correctly for international targeting.

Amongst other takeaway you will learn how to identify the sources of traffic that are being mis-categorised by Google Analytics as direct and referral, including well-known international search engines and how to ensure these are properly tracked in your account. You will also discover how to utilise Google Analytics to develop country specific personas and drive your international content development.

Helen Pollitt - Avenue Digital

 

10:4511:15

Coffee break

11:1511:45

Yandex SEO: Achieve organic search success in Russia

What are the main differences between SEO for Google and Yandex? What are the Yandex filters and algorithm updates that you need to know about? What are the SEO techniques that work for brands in Yandex? The aim of this session is to give you practical takeaways that can be applied to your current campaigns or help you successfully kick-start your new Russian marketing initiative. It is a unique chance to learn from a Russian search specialist with nearly a decade of experience.

Lada Kalashnikova - Acronis

 

11:4512:15

International migration 101

There’s a time and a place for subdomains but it’s not here. Mid 2018, Amara merged 9 sites into 1 by going through an international migration, seeing a 12% session uplift, on top of our YoY growth. Find out not only what territory came out on top and for what type of content but also how to persuade, prepare and monitor the migration so that you can go and do one yourself.

Alina Ghost - Amara

 

12:151:00

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

 

1:001:15

Pre lunch Q&A

1:152:15

Lunch

2:152:45

Keywords and content for global SEO

Two of the fundamentals of international search success are keywords and content localisation. Get these right and you’ll be well on the way to success, get them wrong and all your time and money will most likely be wasted. David will share tips and advice for creating strong keyword and content strategies across multiple markets, using examples to illustrate the horrors that can await if you don’t.

David Iwanow - Danone Early Life Nutrition

 

2:453:15

Link acquisition at scale with globally-focused content campaigns

Do you struggle to scale your content campaigns globally and earn links from major publishers in Europe, the US and further afield? When you’re running an international SEO campaign, link acquisition through top-tier coverage in multiple countries and territories is a vital part of a successful strategy, however it’s one which marketers struggle to execute.

In this session, James will provide actionable insights into how you can execute content campaigns which earn links from top-tier publishers in multiple markets, showcasing how a change in the way you approach ideation, content formats and outreach can offer exciting stories to journalists across the world and allow you to scale up link acquisition on a global scale. He’ll share examples of campaigns which have delivered hundreds of editorial links across multiple markets by following a simple but effective process and showcase the impact which these had upon search visibility.

This is a practical session which will leave attendees returning to the office already planning how to maximise the results from their next globally targeted content campaign.

James Brockbank - Digitaloft

 

3:153:45

Integrating PPC and SEO: Ensuring your strategies complement rather than compete

With the distinction between SEO and PPC results becoming less and less visible, now more than ever it's vital to use both channels in harmony to drive effective results from your search strategy. Not only that, but when you're working across multiple international markets, you need a scalable solution that can easily be adapted and rolled out across different locations. This session will explore approaches to data sharing between SEO and PPC, share practical examples of how to analyse data from both channels to drive efficiencies and present testing ideas you can take away to execute to find potential efficiencies in your own campaigns.

Tom Mansell - Croud

 

3:454:00

Coffee break

4:005:00

Q&A

Final open Q&A session and discussion and the chance to ask any questions still unanswered.

 

5:00

Drinks

Venue

Liverpool St - Norton Folgate

Got a question for us?

If you’ve got any questions about the event or would like any additional information, get in touch!