International Search Summit 2019
20th May 2019 – 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.
Monday, May 20th, 2019
There are many decisions to take when expanding into new markets or growing existing ones, as well as numerous pitfalls that can trip you up. Martijn will share insights from his experience of rolling out new market campaigns: sharing which choices were made and why and providing tips on how to develop a successful search strategy.
PPC is an essential channel for brands and businesses trying to reach a Chinese, Russian or South Korean audience on Baidu, Yandex or Naver, yet in order to spend budget effectively, it is essential to understand the different products available and how to get the best visibility for your business. This session will showcase the advertising options you should be aware of and share tips for how to utilise them. She’ll also highlight some key differences between the search engines and potential pitfalls to avoid.
Google Analytics is a powerful tool but the sheer volume of data available through it can make finding actionable insights tough. In this session Helen will show you how to tap into the power of Google Analytics to fuel your international marketing campaigns. Using segments, filtering and behavioural analysis Helen will show you the steps to take to better understand how your website content performs in different locations and how to spot if your website is not set up correctly for international targeting.
Amongst other takeaway you will learn how to identify the sources of traffic that are being mis-categorised by Google Analytics as direct and referral, including well-known international search engines and how to ensure these are properly tracked in your account. You will also discover how to utilise Google Analytics to develop country specific personas and drive your international content development.
What are the main differences between SEO for Google and Yandex? What are the Yandex filters and algorithm updates that you need to know about? What are the SEO techniques that work for brands in Yandex? The aim of this session is to give you practical takeaways that can be applied to your current campaigns or help you successfully kick-start your new Russian marketing initiative. It is a unique chance to learn from a Russian search specialist with nearly a decade of experience.
There’s a time and a place for subdomains but it’s not here. Mid 2018, Amara merged 9 sites into 1 by going through an international migration, seeing a 12% session uplift, on top of our YoY growth. Find out not only what territory came out on top and for what type of content but also how to persuade, prepare and monitor the migration so that you can go and do one yourself.
For anybody managing global websites, geo-targeting is one the biggest challenges. If you’ve invested in creating localised, relevant content for each target market, you want to make sure it reaches the right audience. This session will investigate the different geo-targeting options available and provide advice on how to determine the right strategy for your business.
Two of the fundamentals of international search success are keywords and content localisation. Get these right and you’ll be well on the way to success, get them wrong and all your time and money will most likely be wasted. David will share tips and advice for creating strong keyword and content strategies across multiple markets, using examples to illustrate the horrors that can await if you don’t.
Do you struggle to scale your content campaigns globally and earn links from major publishers in Europe, the US and further afield? When you’re running an international SEO campaign, link acquisition through top-tier coverage in multiple countries and territories is a vital part of a successful strategy, however it’s one which marketers struggle to execute.
In this session, James will provide actionable insights into how you can execute content campaigns which earn links from top-tier publishers in multiple markets, showcasing how a change in the way you approach ideation, content formats and outreach can offer exciting stories to journalists across the world and allow you to scale up link acquisition on a global scale. He’ll share examples of campaigns which have delivered hundreds of editorial links across multiple markets by following a simple but effective process and showcase the impact which these had upon search visibility.
This is a practical session which will leave attendees returning to the office already planning how to maximise the results from their next globally targeted content campaign.
With the distinction between SEO and PPC results becoming less and less visible, now more than ever it's vital to use both channels in harmony to drive effective results from your search strategy. Not only that, but when you're working across multiple international markets, you need a scalable solution that can easily be adapted and rolled out across different locations. This session will explore approaches to data sharing between SEO and PPC, share practical examples of how to analyse data from both channels to drive efficiencies and present testing ideas you can take away to execute to find potential efficiencies in your own campaigns.
*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:
Managing Director & Founder
James is Managing Director & Founder at Digitaloft, a multi award-winning content-led search marketing agency working with global brands to deliver digital PR and link building campaigns in sectors including finance, insurance, travel and eCommerce.
A VIP contributor to Search Engine Journal and a regular speaker at events including BrightonSEO, YoastCon, eCommerce Show North, DMWF and more, James offers actionable insights into how marketers can maximise the results and impact from content-led link building and digital PR campaigns.
James Brockbank is speaker of the following session:
Head of SEA
As Head of SEA, Martijn is responsible for all Paid Search and feed-based channels at YourSurprise.com, a gift company based in the Netherlands.
Before this, he worked as a Senior SEA Specialist at another company, as a freelancer for different clients and as a co-owner of an Online Marketing agency. In the past 8 years Martijn has built up a broad experience working for both agencies as well as companies of different sizes, from SMEs to larger corporations.
As a Top Contributor on the Dutch AdWords Forum he daily tries to answer as many questions as possible about all kinds of AdWords related issues. This way he wants to help other people to build successful campaigns and to become just as passionate about S.E.A, as he is. And being a Google Partner he still gives local SMEs and startups practical advice about SEM every now and then. When Martijn isn’t concerned with the wellbeing of his campaigns he likes to keep himself busy with hiking, running, music and acting
Martijn Dirkx is speaker of the following session:
As an SEO industry speaker, podcast host of SEO with Mrs Ghost and in-house manager at Amara, Alina is a confident speaker with an abundance of real-life case studies to share. She’s worked for the likes of Tesco, Debenhams and Carpetright so is well-versed in ecommerce considerations. She knows the kind of insights valuable to an audience and how to share actionable takeaways to ensure that the ‘experiments’ they carry out, carry weight and conversions for the business that they’re in.
Alina Ghost is speaker of the following session:
Global Search & Traffic Manager
David has over 12 years experience in SEO with extensive experience in technical, content and link building over the years. He has worked in a number of high traffic websites over the years as SEO Product Manager for ebay classifieds group in Benelux working on Marktplaats.nl, 2dehands.be& 2ememain.be, then as Global SEO Manager for Schibsted Media Group (Shpock, Finn.no, Blocket.se, DoneDeal.ie, Daft.ie, Yapo.cl, Segundamano.mx, Coches.net, Infojobs, Subito.it, Jofogas.hu), and now he is based back in Amsterdam working for Danone Early Life Nutrition as Global Search & Traffic Manager.
David Iwanow is speaker of the following session:
Head of SEO
Lada has worked in digital marketing since 2003. She has specialised in all aspects of search engines optimisation (SEO) but especially in technical SEO, multilingual search and mobile optimisation.
Her clients have included Starco, Action-MCFR and Artec 3D. Lada now works as an SEO Lead for Acronis, a global technology company with Corporate Headquarters in Schaffhausen, Switzerland and International Headquarters in Singapore. Acronis develops on-premises and cloud software for backup, disaster recovery, and secure file sync and share and data access. Acronis’ products are available through 50,000 partners and service providers in over 150 countries in more than 20 languages.
Lada enjoys lifetime studying; most recently on topics around data, Artificial Intelligence, and machine learning. Her favourite tools are Excel, GWT, GA, Yandex.Metrica and brains.
Outside of work, she enjoys travelling, yoga and Japanese Art. She is definitely a cat person.
Lada Kalashnikova is speaker of the following session:
Tom Mansell has over 10 years experience in delivering successful online performance campaigns that drive results. Currently Head of SEO at digital agency Croud, Tom leads the organic search team, working across clients including The North Face, Virgin Trains, Vans, and IWG, across 112 markets. Prior to Croud, Tom was Performance Director at iProspect, as well as working client-side in roles spanning analytics, SEO, and content.
Tom Mansell is speaker of the following session:
Head of SEO
Helen is the Head of SEO at Avenue Digital. She’s a keen technical SEO and international strategist who takes delight in training others on the intricacies of SEO. She’s worked with a wide range of clients, from local e-commerce sites to multinational hotel chains and automotive manufacturers and she’s passionate about creating holistic, well-performing campaigns.
Helen Pollitt 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