This is a recording of a talk given at the International Search Summit Barcelona 2025. The traditional, linear customer journey is a relic, but for international brands, the reality is far more complex. We are not just navigating Google's “messy middle”, we are navigating a “messy multiverse” of different cultures, languages, search engines and channels. The rise of AI Overviews and generative AI in search adds another profound layer of challenge and opportunity, transforming how global brands are discovered. In this talk, Freelance SEO Consultant David Carrasco confronts this new reality head-on. He explores how to build a resilient, future-proof international SEO strategy that thrives in a world where “findability” is an omnichannel imperative. This is a call-to-action for international search professionals to evolve their role from optimizing pages in different languages, to architecting a unified brand narrative that influences fragmented user journeys across the globe.
