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.
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.
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.
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.
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.
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.
Scaling internationalisation and localisation can make or break your organic visibility when addressing multiple markets. Tejaswi will provide a real-world case-study of how fromAtoB are approaching this challenge from a technical perspective and the benefits they’ve seen so far which have contributed to a high pace of organic growth in recent months. He will also share insights on headless CMSs, a topic still in its infancy and how this can be leveraged as part of a tech stack to scale international growth across markets.
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.
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.
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.
Director, Brunswick Group
Jonathan is a Director at Brunswick Group, a global corporate advisory firm specialising in critical communications who service clients in 50 countries.More about Jonathan
Maria has over a decade of hands on experience creating and implementing successful search marketing strategies for multiple fortune 500 companies.More about Maria
SEO and Content Performance Manager, Hilti
Gunter is SEO and Content Performance Manager at Hilti Group, where he is responsible for the search performance of over 60 global websites.More about Gunter
Founder and CEO of Webcertain Group
Andy is a seasoned speaker and brings over 20 years’ experience in international marketing.More about Andy
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
SEO Content Optimization Manager, PMI
Shari McConahay is the SEO Content Optimization Manager at Philip Morris Products S.A., Operations Centre of Philip Morris International, based in Lausanne, Switzerland.More about Shari
Webmaster Trends Analyst, Google
John joined Google in 2007 and works as a Webmaster Trends Analyst with Google Zürich.More about John
Tejaswi is currently building up the SEO infrastructure at fromAtoB GmbH which has already seen 10X growth in organic visibility.More about Tejaswi
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.
I learned so many insights about expanding your global SEO strategies and really good technical insights.
What I really like about ISS is the pure focus on truly international topics.
It’s a great opportunity to learn everything on international SEO, from site wide projects to off-page/on-page tips and tricks. You get a lot of experts and also have a great opportunity to network.
It doesn’t have to be all work and no play! Discover the delights of Munich and enjoy all the city has to offer.