When the Genoa bridge collapsed in Italy, or the Oroville dam in California, or the train crashed at Hoboken's station, New Jersey. What did people in other countries and other languages search? Oroville or California? Genoa or Italy? In this session, Gabriele highlights the ways in which international news and events can impact search behaviour and provides guidelines on how to develop the right approach for your content to boost traffic whether your target is a global or a local audience.