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International Search Summit London

Global Digital Marketing

etc.venues, Liverpool St- Norton Folgate, London
22 May 2017

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 for 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 are also plenty of opportunities to ask questions, share experiences and get to the heart of the biggest global challenges facing you and your business.

Confirmed Sessions Include:


The Global Internet Landscape And Search Opportunities

We all know that the opportunities for businesses expanding into international markets are big – but just how big? We’ll investigate some of the biggest and fastest growing global markets and identify the key opportunities for savvy organisations.


Jitka Jizerova – Webcertain


Missed Opportunities In International SEO

Many multinationals have seen huge successes and major fails in the pursuit of international glory. Drawing on his vast experience working with some of the biggest global brands, Bill will look at some of these examples and highlight common areas of missed opportunity. He’ll also provide practical tactics and techniques to ensure efficiency and effectiveness across global markets. A fantastic opportunity to hear from one of the most knowledgeable international SEO practitioners in the world.


Bill Hunt – Back Azimuth Consulting



Coffee Break

Killer Content Strategies For International SEO

Content and SEO are now inextricably linked, and any international SEO strategy should have content at its heart. David Carralon will share insights and tips for developing a scalable, onsite content strategy for multiple markets, whether you’re already active globally or expanding into new markets. He’ll draw on his experience of managing international enterprise sites to share actionable tips and tactics to improve efficiencies and performance in global campaigns.


David Carralon, Career Builder


Glocalisation: International Content Marketing Strategies

With content becoming ever more important for both search engine rankings and audience engagement, developing an effective international content strategy is essential. But how much can you replicate across markets and how much needs to be tailored for each country? How do you create a framework and processes for creating and managing content effectively and efficiently? What should you outsource vs. manage in-house? Lahcene Guerrouj will answer these questions and more and share insights from his experience managing content in a global brand.


Lahcene Guerrouj – Salesforce


International Site Speed: A Complete Guide To Super-Speed Around The World

Site speed is an important factor for search engines and users alike; a slow site most likely means slow sales and low rankings. Bastian Grimm will share his top strategies for ensuring your site loads as fast as possible, wherever in the world it’s being accessed. He’ll dig into HTTPS and HTTP/2, image formats, custom fonts and AMP, as well as sharing insights into which tools can help when optimising site speed on an international scale.


Bastian Grimm – Peak Ace AG


Lunch Break

Coffee Break

Are You Maximising Your Internationalisation Options?

While International SEO can be challenging, there are lots of tools and tactics available to help you make it clear to the search engines which country your content is targeting. Juan Felipe Rinçon, Global Lead, Search Outreach at Google will dig into all of the options available and share insights into how to maximise them. From geo-targeting and hreflang, to regional distinctions, phone numbers to structured data, this session will leave you with actionable tips for nailing your global targeting.



Juan Felipe Rinçon – Google


Global Search Engines Ranking Factors

We'll look at the different ranking factors taken into account by the major global search engines – Google, Yandex and Baidu. Andy will highlight the main SEO considerations to be aware of when optimising for these search engines.



Andy Atkins-Krüger – Webcertain


Make Your Business Work in Russia

Russia is Europe's largest internet market, and its homegrown search engine Yandex is the market leader, making it an essential channel for any organisation wishing to reach a Russian audience. Tatiana will share insights into this intriguing market and demonstrate how to get the most out of a presence on Yandex.


Tatiana Kalinina – Yandex



Coffee Break

China: Culture, WeChat and Baidu

For many businesses, targeting China is high on the priority list. However, such a unique market requires a unique strategy and we’ll look at some of the major factors to consider when targeting the Chinese market and how to effectively use its 2 major platforms – Baidu and WeChat.


Gemma Houghton – Webcertain


Open Discussion and Q&A

Share your experiences, hear from your peers and discuss the topics, questions and challenges that matter to you! This session aims to ensure you leave ISS with all the answers and insights you came to find!





Coffee Break

More speakers and sessions will be confirmed soon!

** Sessions/Speakers may be subject to change

"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

"I very much enjoyed the ISS! Actually talking to people who know what you’re talking about when you mention hreflang-tags and geotargeting was great. There was a sense of mutual interests that you don’t often come across in your daily work" – Arne van Elk, RNW

International Search Summit @ SMX

Who should come to the International Search Summit?

Marketing Directors

looking to roll out their website internationally

Marketing Managers

who have their English search marketing under control but don't know how to tackle other language sites

Online Marketing Managers

who want to expand their search marketing campaign to new markets but don't know which ones to target


who want to increase their knowledge and have their questions answered


who are missing important business opportunities in other countries and need to know how to capitalise on them