San Jose: 27th February 2012

8.30

Introduction to International Search

Andy will introduce a day of international search by looking at the major issues marketers face targeting search engines globally.

9.00

Developing a Global Search Center of Excellence

Developing a centralized process for sharing information and best practices can drastically improve the efficiency and effectiveness of a global search program. Bill will discuss the factors which contribute to a successful COE and share models for developing them

9.30

Google: New Markup for Multilingual Content

Google has announced changes to the way it manages language/country targeting, which will affect anyone running websites in more than one language or country. This session will analyse the impact of the changes and offer advice on how to implement them effectively.

10.30

IDNs and TLDs - Global Domain Strategies

Deciding which domains to use and how to use them is a common challenge in international search. Tina Dam, formally of ICANN, will talk about the different domain options available including cctlds, tlds and IDNs and suggest suitable domain strategies for global websites.

11.00

Keyword Research for Spanish Speaking Markets

Spanish is one of the most widely spoken languages in the world, spanning several continents and accounting for 8% of all online searches globally. Ani will focus on keyword research techniques for Spanish speaking markets, including the US and highlight the key characteristics of these markets and their users.

11.30

Breakout Session: Interactive Debate

Breakout into small groups to discuss specific topics in more detail and share experiences, challenges and solutions. Each session will be led by a moderator.

Sessions will cover:

International SEO
International Link Building
Hosting and Domains

It's not all about Google

Yes Google is important, but it's not everything when it comes to international search. The following sessions focus on markets where Google is not the market leader and examine the search engines providing the competition.

1.15

Yandex - Russia and Beyond

Yandex has long been the most popular search engine in Russia, and following a successful IPO in 2011, it is expanding into other markets including Turkey and the Czech Republic, in the hope of replicating its Russian success. Preston Carey will present an overview of Yandex and its target markets, as well as sharing tips for running effective SEO and PPC campaigns.

1.45

Naver: Search in Korea

Like Yandex, Naver has long held the position of search engine market leader in South Korea, a market with extremely high internet penetration. Kyle Choi will provide optimisation tips for organisations targeting a Korean audience through Naver, as well as important insights into the search behaviours of Korean web users.

2.15

Baidu: Search & Social In China

China is the world's largest, yet probably most complex internet market. Google famously withdrew from the country in 2010 and popular social sites like Twitter, Facebook and YouTube are simply banned, due to its strict censorship policies. Yet the opportunities for global organisations in China are huge. Allen Qu will share SEO tips for Baidu, China's largest search engine, and discuss how to integrate search and social, in major Chinese social networks including Sina Weibo and RenRen.

3.15

The Social World Beyond Facebook

Facebook might be the world’s biggest social network, but it’s not the only one. Michael will introduce some of the major social networks competing with Facebook in markets including China, Japan, Russia and The Netherlands. He will share insights into who uses the sites, what they offer to advertisers and how organizations can leverage them as part of a global online strategy.

3.45

Interactive debate: Breakout Sessions

Breakout into small groups to discuss specific topics in more detail and share experiences, challenges and solutions. Each session will be led by a moderator.

The most popular sessions will be run:

International SEO
International PPC
Global Social Media
Managing Global Search In-House
Global Mobile Search