International Search Summit Berlin Agenda

Here's what's in store at the International Search Summit on 7th June in Berlin

9.00 Welcome and Introduction

Andy Atkins-Krüger - WebCertain

Andy Atkins-Krüger starts the day with an introduction to international search

9.15 Managing Your Brand Across Global Websites

Calijn van Lennep - KLM

How does a big company like KLM ensure a consistent brand image on their e-channels for all their 116 country sites with 12 languages? How do they make sure global guidelines and content can be used in combination with local knowledge and initiatives of the different markets? How do they make sure all this content is manageable and maintainable? In this presentation, Iris will let you in the world of KLM.com to discuss how KLM tries to enhance the e-customer experience by combining global and local content and share some best practices..

9.45 The Top 10 Tips for International SEO

In this session, Andy will address some of the key factors marketers need to consider when managing international websites and offer tips and techniques for improving their performance in global search engines.

10.10 SEO-Localisation

This session will consider the complicated relationship between SEO and Localisation and how these two different processes can and should work together in order to create and develop effective global websites.

Dixon Jones - MajesticSEO

Using MajesticSEO and other tools, Dixon will demonstrate how to identify local links that might represent good targets for you to exploit, developing search prominence and building up partnerships.

11.20 Social media with SEO in international campaigns

In this session you will learn how to create your tactical social media mix including SEO for international campaigns. Learn why you should never ever separate SEO from social media to increase traffic, get more backlinks and improve branding integrity.

11.50 Achieving European Search Success

Sébastien Monnier - 1ére Position

This sesison will focus on search marketing in Europe, looking at what international marketers need to consider to ensure their campaigns achieve European Search Success.

Lunch

1.30 SEO vs PPC vs Social Media - Panel Debate

This post-lunch debate will see 3 international search marketing experts debate the importance of SEO, PPC and Social Media in international campaigns.

Dixon Jones will be fighting for SEO, Andy Atkins-Krüger will be in the PPC corner and Massimo Burgio will be supporting Social Media.

2.00 International PPC - It's just Google, isn't it?

Klara Lettavova - WebCertain

This session will provide a comparison of the leading search engines and their local equivalents, with emphasis on the account management processes of the different search engines.

2.20 International Campaign Management

Andy Atkins-Krüger - WebCertain

Plan effectively for the challenges of managing paid search both locally and globally in an evolving digital landscape.

Focusing on the importance of understanding the demographics and search behaviour of your online markets, this session will provide valuable tips on the preparation of PPC campaigns to maximize online spend.
With more businesses wanting to advertise further afield, common issues of how to manage multilingual and multicurrency PPC will be spotlighted. Referencing case studies, you will see how to easily avoid some common pitfalls , and how utilising a selection of simple reports can pinpoint areas for quick wins.

2.45  PPC Techniques - Optimising the Longtail

Thomas Bindl - RefinedLabs

Tackling the long tail of keywords is still one of the cheapest way to get high quality traffic to your website. Unfortunately it is very time consuming to find the good ones as well as identifying non-converting keywords. Another common problem is the interaction of head and tail keywords leading to a conversion and adjusting bids accordingly. This session will help you solve both problems.

Break

3.30 International Video Optimisation

Massimo Burgio - Global Search Interactive

This session will examine the techniques available for optimising videos for an international audience - taking into account the language and cultural implications - to ensure you increase the reach of your message and engage with audiences around the world.

4.00 Global Site Clinic

Andy Atkins-Krüger
Sébastien Monnier

In this final session of the day, delegates will have the chance to ask the experts specific questions about their own websites and find some solutions to international web marketing problems.

5.00 Networking Drinks