ISS – International Search Summit @ SMX Munich

Monday, March 19, 2018 – H4 Hotel München Messe

International Search Summit
Programme provided by

Join us at SMX Munich on Monday 19th March to really take your global campaigns to the next level and grow your business around the world!

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.

What past delegates said:


“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

“Awesome speakers. Great insights. Perfect event.”
Markus Doll, Head of Online Marketing at Chrono24


See all Session Descriptions

Monday - 19 March, 2018

8.00 am


9.00 am


9.15 am
Sessions are partially or completely in English.

Missed Opportunities in International Search

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, President, Back Azimuth Consulting

10.00 am
Sessions are partially or completely in English.

15 International search banana skins for global sites and how to avoid them

There are many factors and elements to consider when rolling out global websites and running search campaigns. Andy will highlight some of the most common of these and provide advice on how to avoid them and deliver ROI on international search activity.


Andy Atkins-Krüger, CEO, Webcertain

10.30 am

Coffee Break

11.00 am
Sessions are partially or completely in English.

Yandex.Metrica: How to predict future conversions and double your revenue

Nowadays successful businesses need to use all the data they have available to continually optimize their online activity. Self-learning algorithms find patterns in data that yield business value and provide insights for improving campaign performance. Using case studies from a major online retailer, a DIY store and an airline booking service, Alexandra will demonstrate why and how to use a conversion prediction system and make interactions with your customers more effective and profitable.

11.30 am
Sessions are partially or completely in English.

Getting it Right: Geo-targeting and Hreflang

This topic is at the heart of international SEO, as geo-targeting has a huge impact on the success and performance of global websites. Google’s John Muller will dive into the different geo-targeting options available and provide guidance on how to select the best option for your website, as well as how to ensure correct implementation.


John Müller, Webmaster Trends Analyst, Google

12.00 pm
Sessions are partially or completely in English.

International Keyword Research

Keywords still play a fundamental and vital role in any search campaign. This session will look at the specific considerations needed when conducting keyword research for different markets and languages, as well as the differences between search engine tools and the pitfalls to be aware of.


Umay Jones, Webcertain

12.30 pm


1.30 pm
Sessions are partially or completely in English.

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 been accessed. He’ll dig into mobile optimisation, CDNs, AMP, as well as sharing insights into which tools can help when optimising site speed on an international scale.


Bastian Grimm, President Organic Search, Peak Ace AG

2.15 pm
Sessions are partially or completely in English.

How and Why to Implement Agile International SEO

Agile SEO is a process to perform and implement SEO strategies that are quick, efficient, and effective on a large scale. Acting agilely can be especially valuable in a dynamic ever-changing field like SEO where the environment is competitive and volatile due to the constant algorithm changes and multilingual/multi-regional opportunities. Implementing Agile processes helps to see the bigger picture and at the same time focus on the step-by-step progress.

During the talk we'll explore how to manage SEO efforts across different locations, teams and projects through agile and walk through real-life examples on how to implement Agile in Site Migrations (CMS & HTTPS), Site-wide projects and keyword research for multi-regional websites.


Jarazet Altamirano, EMEA Digital Marketing Program Manager, Texas Instruments

2.45 pm

Coffee Break

3.15 pm
Sessions are partially or completely in English.

How to win with featured snippets

ppearing in position 0 with a featured snippet can have a huge impact on search performance. Using international case study examples from Sixt, Izzi will share practical insights into how to generate snippets that will rank and contribute to enhanced search performance


Izzi Smith, SEO Manager, Sixt

4.00 pm
Sessions are partially or completely in English.

Open Q&A and Discussion

Bill Hunt, President, Back Azimuth Consulting

5.00 pm

End of International Search Summit Munich 2018

*Sessions and Speakers could be subject to change


Jarazet Altamirano
Jarazet Altamirano

EMEA Digital Marketing Program Manager

Texas Instruments

Jarazet Altamirano is a Marketing Strategist with over 10 years’ experience working with Fortune 500 companies in North America and Europe. Her expertise encompasses International Online Marketing Communications, Search Engine Marketing, Digital Innovation, Agile and Lean methodologies and Growth Hacking Marketing. 

Jarazet has been a speaker at various international events like the Digital Marketing Institute in Munich, Women's Entrepreneurs Summit Series for the Small Business Administration in California and ISARCAMP Münchener Webwoche in Munich.

Her passion lies within implementing Agile and Lean methodologies, largely encompassing the areas of SEM and Digital Innovation. Jarazet holds a B.A. in Marketing and a Masters degree in Business Entrepreneurship and Technology.

Bastian Grimm
Bastian Grimm

President Organic Search

Peak Ace AG

Bill Hunt
Bill Hunt


Back Azimuth Consulting

Bill is the President of Back Azimuth Consulting, which focuses on helping companies understand the Voice of their Customer by aggregating multiple digital signals into actionable insights, product innovation and messaging strategies.

Bill is considered the top thought leader on Global Search Engine Marketing and is an internationally recognized Search Marketing speaker haven spoken at conferences in over 30 countries. Press, industry analysts and corporate leaders frequently seek Bill’s advice to effectively leverage Enterprise and Global Search Marketing and Social Media strategy.

Bill has previously been the CEO of two of the largest Global Search marketing firms, Global Strategies and Outrider both of which were acquired by WPP.

Bill is the co-author of the best selling book "Search Engine Marketing, Inc." Driving Traffic to Your Companies Web Site from IBM Press now in it’s 2nd Edition. Bill also writes a popular blog on search and social media marketing at as well as a column for Search Engine Land on International Search Marketing

Bill earned a B.A. in Asian Studies/Japanese, from the University of Maryland, Tokyo Campus, and a B.S. in International Business, from California State University, Los Angeles and work towards an MBA. Bill is also a veteran of the U.S. Marine Corps.

Umay Jones
Umay Jones


Umay is originally from Turkey and graduated from the Communications Faculty of Ege University with a degree in advertising and public relations. She spent ten years working in Istanbul with various advertising agencies, handling a variety of national and internationally-known brands. She has been living in Britain for the last five years, as marketing and media manager for a successful arts centre before joining the Webcertain team. She has been deeply involved in the digital marketing side of the business for over a year now.

Alexandra Kulachikova
Alexandra Kulachikova


John Müller
John Müller

Webmaster Trends Analyst


Johannes joined Google in 2007 and works as a Webmaster Trends Analyst with Google Zürich. He works closely with the teams Teams Webmaster Central, Sitemaps and Search Quality and looks after the English speaking Google Webmaster Help discussion forums.

Izzi Smith
Izzi Smith

SEO Manager


More speakers coming soon…

*Sessions and Speakers could be subject to change

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