International Search Summit 2020
18th May 2020 – 9:00 AM – 5:00 PM
etc.venues, Liverpool St – Norton Folgate
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 London
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 timing of the sessions will be published soon.
The order of sessions is not final
More speakers and sessions will be confirmed soon
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.
As we increasingly move into a Web of Data and search engines utilise additional data sources to map information on entities (including location), there is increased risk of semantic heterogeneity which impacts the reliability and consistency of location-based search.
What are the challenges? Where are the nuances? How can you understand these issues and implement strategies to minimise the effects of ambiguity in your international SEO projects?
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.
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.
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.
*Sessions and Speakers could be subject to change
Dawn Anderson is the Managing Director of Bertey, a digital agency based in Manchester, UK. She has been in SEO for 13 years and in addition to running her agency also lectures periodically on search and digital marketing strategy at Manchester Metropolitan University. She also supervises Masters students undertaking their dissertations in digital marketing strategy. Dawn has spoken at conferences both in the UK and internationally including SMX, Pubcon, MozCon, State of Search and more.
Dawn Anderson is speaker of the following session:
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:
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:
*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