Munich

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

Content marketing beyond borders: How to address a global audience

As communication becomes increasingly globalised and businesses look to drive more efficiency in their content marketing strategies, storytelling needs to stretch beyond borders. In this session, Dorothee will introduce you to the latest trends for content marketing strategies addressing global audiences. She will also share with you what she has learned about the important role cultural differences play in content creation and provide practical advice for meeting the increased demand of local marketeers to quickly localise global content for their individual markets.

Dorothee Biederman - Industry Marketing Manager - Civil Engineering, Autodesk

Brand SEO - is brand performance suffering from our focus on non-branded SEO?

On average, global corporates are capturing less than 30% of their own brand search.. Imagine if Pepsi was capturing 70% of the search for "Coca Cola". Critical, non-ecommerce, brand search categories like investor relations or corporate narrative positioning have a significant impact on a company's bottom line, directly influencing share price or a company's ability to navigate out of a crisis. This presentation will show practical examples of how to leverage brand focused SEO to benefit critical corporate communications.

Jonathan Cole – Director, Brunswick Group

Coffee Break

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.

Shari McConahay – SEO Content Optimisation Manager, Philip Morris International

How to deliver a successful global migration

With over 60 local language websites, Hilti faces many potential pitfalls when rolling out SEO changes globally so migrating all their catalogue links from speaking urls to static urls was a huge project. Gunter will share how the company approached this task from planning to implementation to post-migration monitoring. He’ll discuss the factors which contributed to success and provide tips for any business undergoing a similar project.

Gunter Gabriel – SEO and Content Performance Manager, Hilti

Are you missing social from your international SEO strategy?

Social media and SEO are rarely talked about in the same breath; often managed by different teams with different goals and objectives. But how can and should these two channels work together and what are the benefits to be realised when they do? Daiana will discuss the role social can play in supporting SEO efforts and improving visibility and traffic in the SERPs. She’ll share examples from different markets and tips for developing an effective strategy for your business.

Daiana Damacus - Webcertain

Lunch

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

How to achieve global search marketing operational & team excellence

Managing a global team comes with many challenges when you are coordinating efforts across multiple regions. Maria will share with you the operations strategies for Adobe’s in- house search marketing team, which includes supporting team members in 5 major cities (Sydney, Toyoko, San Francisco, London and Paris) and organic & paid search programs across 28 languages and 32 countries. Learn the best way to roll out campaigns globally, launch SEO content locally, adjust efforts for global localisation and some of the best tips about how to communicate wins, tests and strategies from each region. We will also discuss intricates of using engine like Yandex, Baidu, Naver, Google and Bing at scale.

Maria Corcoran – Senior Global Search Operations Manager, Adobe

Coffee Break

Google Q&A

Google’s John Müller will answer questions on all aspects of international SEO and provide valuable tips and insights to improve performance in the global search engines. A great opportunity to get solutions to the challenges facing your team and business.

John Müller – Webmaster Trends Analyst, Google