International Search Summit 2020
18th May 2020 – 9:00 AM – 4:30 PM
This is THE event for anybody involved in running, implementing or managing online projects in more than one language or country. Offering a full day of sessions focusing on international and multilingual search topics, speakers hailing from around the globe and a room full of fellow international marketers; this is a must-attend event for anyone working in the international search space.
International Search Summit – SMX
Success in international digital marketing is not just about translating your website and localising your content. It’s not just about technical expertise in geo-targeting or automation. It’s not simply reliant on processes across global teams.
It’s a combination of all of these factors, and more. Global search success comes from combining local, cultural knowledge and expertise with technical skills and robust efficient processes, whatever your business size or sector.
The International Search Summit takes these pieces of the jigsaw and puts them together. A range of expert speakers with diverse experience will share insights, tips and tactics across the key components of success global campaigns and leave you with a clear vision of how to take your international efforts to the next level.
The sessions at ISS will assume some level of knowledge of search practices and techniques, and they will focus on the specific challenges, considerations and tactics that impact international online campaigns.
And it’s not just hearing what the experts have to say. There is also plenty of opportunities to ask questions, share experiences and get to the heart of the biggest global challenges facing you and your business.
The order of sessions is not final
*All times are BST (GMT+1) British Summer Time
Monday, May 18th, 2020
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.
We know that content and website look and feel need to be adapted for local markets. But why is this so? Are there broad frameworks we can construct and apply to our digital marketing from website to keyword localization? In this session we will use Hofstede’s work on cultural dimensions to provide a foundation for some practical but balanced approaches and dos and don’ts for your global marketing efforts.
Just because your competitors are using unnatural tactics to build links, doesn’t mean that’s what you should be doing. This session will give an actionable insight into how you can build better links in other countries without resorting to the unnatural tactics which others are using; sharing how tactics including digital PR, positioning yourselves as a resource and link reclamation can see you land a huge competitive advantage and why the impact of such links is often far greater than you’d expect to see in the UK or US.
The world is going through some big challenges right now, which have an impact on every person and every business. As a result, you might need to adapt your paid search strategies to maximise budgets, performance and ensure readiness for when things change again. Rachael and Mona will offer advice on how to react to fluctuations in demand, how to manage budgets and efforts between international markets and how investing in CRO now can reap great rewards in the future.
Managing performance across multiple markets can be challenging, particularly when you are looking after a large number of products and have the pressure to drive substantial growth. Through the lens of company ABC, David will share the experiences and learnings gained from a decade of driving growth through digital paid media across the globe with an emphasis on team, technology and automation.
It is widely recognised that China is a huge market, with huge opportunities for international businesses prepared to invest in the country and its netizens. However, to reap the rewards that China has to offer, it is essential to understand the nuances of the market and language, the complex and unique digital landscape in the country and develop a strategy tailored to the Chinese audiences you hope to reach. Neilkriss will provide an overview of the current digital landscape in China and provide an action plan any business can use to get started, or improve it’s presence in the country.
Your brand, and how it appears in search results, can have a huge impact for your business as a whole. In this session, Jason will explain why businesses need to pay attention to their brand SERPs in 2020 and, using proprietary data collected across multiple countries, demonstrate how these can vary drastically by market. He’ll share tips and advice for how to improve and manage how your brand is represented across all your target markets and why it’s worth the investment.
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.
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.
*All times are BST (GMT+1) British Summer Time
*Sessions and Speakers could be subject to change
Andy Atkins-Krüger is the CEO of WebCertain Group, an international web marketing agency which brings together native speakers from countries around the world to provide a centralized hub for clients. It is one of the only agencies to focus solely on international projects and covers over 44 languages in-house.
Andy contributes regularly to publications and blogs on international search. He writes regular of blog.webcertain.com. He also speaks regularly at conferences around the world including SMX, SES, Eye for Travel, Click Asia Summit and PubCon. In addition,Andy is the Chair of the International Search Summit.
Andy Atkins-Krüger is speaker of the following session:
The Brand SERP Guy
100% digital nomad: Keynote Speaker, Event Host and podcast host.
Jason has over 2 decades of experience in digital marketing, he started promoting his first website in the year Google was incorporated and built it up to become one of the top 10,000 most visited sites in the world (60 million visits in 2007).Today he is a fulltime 100% digital nomad, host and speaker at conferences around the world, whilst interviewing industry experts for his podcast "With Jason Barnard... The smartest people in marketing talk to Jason about topics they know inside out. The conversations are always intelligent, always interesting... and always fun!". Listen here - https://kalicube.pro/pod
Jason Barnard is speaker of the following session:
Managing Director & Founder
James Brockbank is Managing Director and founder at Digitaloft, a multi award-winning digital PR, content and search marketing agency, with more than 12 years SEO experience behind him, and takes pride in delivering high-performance strategies for clients across a range of competitive sectors including Compare the Market, Veygo by Admiral, Stubhub, Groupon and more.
Over the last 2 years, James has spoken at some of the world’s leading SEO and digital marketing conferences including SMX West, Pubcon, Search Y Paris, BrightonSEO, YoastCon, Learn Inbound, Ungagged and more.
James Brockbank is speaker of the following session:
Senior Online Advertising Specialist
Rachael is a Senior Online Advertising Specialist at Webcertain, specialising in Google Advertising. Rachael’s degree in Journalism sparked her interest in writing short and snappy advertising, which lead to her embarking on her journey into PPC. Here, she has become experienced in managing large budgets across multiple industries on an international scale. Rachael continues expanding her knowledge base, recently undertaking script training at Google HQ in London and within international search engines by working with Yandex.
Rachael Harker is speaker of the following session:
Global Head of SEO
Nitin Manchanda started his professional journey as a Software Engineer back in 2012 and then some successful SEO experiments pushed him to do more of it, and essentially, he fell in love with this crazy topic. Since then, he has been trying to connect the dots between UX and SEO through continuous experimentation on various products. Scalability, automation, technical SEO, international SEO, crawl budget optimisation, site speed etc. are some "keywords" that puts smile on Nitin's face, you can also add cricket and travel in the list.
Nitin has helped brands like trivago and Flipkart to grow their organic visibility and currently he's 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. He is also working on his own blog to bridge the gap between developers, product manager, marketing and management when it comes to SEO topics, that apparently is the biggest pain point in Enterprise SEO.
Nitin Manchanda is speaker of the following session:
David is a Digital Marketer with over 10 years’ experience, both agency and client side, working on Brands such as Colgate, Hilton and most recently RS Components. David has worked as part of international teams for the last 8 years, with responsibility for markets from Brazil to Russia to China. In his last role David scaled a team from 8 to over 30 people (with 17 different nationalities!) looking after Paid Search, Social, Display, Affiliates and Email, managing +£20M in spend. Now at technology company Smarter Ecommerce, David is looking to combine his knowledge of driving Digital performance with best in class solutions for customers.
David Merrifield is speaker of the following session:
Neilkriss is a Business Solutions Executive at Webcertain, specialising in Translation. He has years of experience in Business Process Outsourcing and Consulting, working with clients in the Manufacturing, Engineering, Technology, Finance and Legal space. Neilkriss is originally from the Philippines and holds a Bachelor of Arts degree in Mass Communications. Now based in the UK, he balances a full-time career in Digital Marketing and Translation, offering his clients bespoke and target market focused solutions, alongside pursuing his interests in creative entrepreneurship.
Neilkriss Middlebrough is speaker of the following session:
John coordinates Google Search webmaster & developer outreach efforts as a webmaster trends analyst. He and his team connect the Google-internal world of Search engineering, to those who create and optimize public websites. Together, they help to bring an understanding of the external web ecosystem to internal teams, and help publishers make awesome websites that work well for users and search engines. John joined Google in 2007 and works in Zuerich, Switzerland.
John Mueller is speaker of the following session:
Global Head of Web and SEO
Brian currently heads up Iron Mountain’s global suite of 51 national websites, having previously led the company’s European Marketing Demand Centre. Prior to this he worked at Pearson Education, the British Council and at universities in the UAE, US and Turkey. Specialising in large scale web transformation projects, Brian keeps UX, SEO and Culture close to his generous heart. He has a degree in Computer Science and a Master’s in Education and is a near-fluent speaker of Turkish.
Brian O’Flynn is speaker of the following sessions:
Director of SEO
Philip Morris International
Kathryn Parsons is the Head of SEO for Philip Morris Products S.A., Operations Centre of Philip Morris International, in Lausanne, Switzerland. Her global SEO team of 8 in-house experts works with digital marketing teams in 48 countries to commercialize smoke-free products worldwide. She started writing for the web in 1996 and transitioned to search engine optimization (SEO) in 2001. Previously at Office Depot, Kathryn moved to Philip Morris Products S.A. in September 2017. She has spoken at conferences such as Onward Search, Netcomm Suisse: Women in eCommerce, SMX London, and Pubcon Summit.
Kathryn Parsons is speaker of the following session:
Born and raised in Beijing, Mona obtained a bachelor’s degree in Global Business and a master’s degree in Business Psychology from the University of Worcester in England. She joined Webcertain in 2015, and was responsible for managing multilingual PPC campaigns across various search engines and countries. She then took an interest in CRO as she is fascinated by the user behaviour insights digital marketing can provide. Her current focus is user behaviour analysis incorporating both qualitative data and quantitative data, coding, and storytelling via data visualisation.
Mona Wang is speaker of the following session:
*Sessions and Speakers could be subject to change
What Past Delegates Said:
I came to the International Search Summit with an international SEO problem. I left with a solution – Dan McCourt, Ecommerce Manager – SouthCo
“I very much enjoyed the ISS! Actually talking to people who know what you’re talking about when you mention hreflang-tags and geo-targeting was great. There was a sense of mutual interests that you don’t often come across in your daily work” – Arne van Elk, RNW
“The International Search Summit exceeded my expectations. I was pleasantly surprised by the high professionalism of the speakers as well as the friendly atmosphere. This event has proven that the most valuable information doesn’t have to be presented by ‘Internet celebrities’. It was a pleasure for me to meet real thought leaders in multilingual search marketing” – Martin Kura, Consultant