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ISS – International Search Summit @ SMX Munich

Monday, March 13, 2017 – Nemetschek Haus, Munich

International Search Summit
Programme provided by

Join us at SMX Munich on Monday 13th 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


See all Session Descriptions

Monday - 13 March, 2017

8.00 am

Registration and Coffee

9.00 am

International Opportunities and the Global Landscape

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

Gemma Houghton, Marketing Manager, Webcertain

International Customer Journey: Bridging the gap between online and offline

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. This session will cover key topics about the Russia market, as well as how international businesses can optimise both organic and paid campaigns in Yandex to reach a wide and relevant audience.

Daniil Kolesnikov, Deputy Head of B2B Marketing, Yandex

10.15 am

Coffee Break

10.30 am

Managing Multinational Paid Search Campaigns

How do you manage country campaigns, when there are multiple languages at play in that market? What benchmarks should you check? What about scaling efforts across more search engines than just Google? Same language, different keywords and themes? Maybe not. How do you bootstrap keywords and ad creation when you don’t have in-house translation services? Mihai Popescu will share examples and insights from his experience working for two leading global travel websites and provide tips for improving efficiency and performance.

Mihai Irinel Popescu, Head of Performance Marketing,

5 Top Tips for Running International PPC Campaigns

From testing a new market or product to expanding at scale, paid search remains a vital channel for international digital marketers. It is quick to implement and see results, and can help with everything from branding to conversions. Robin Heintze will share his top tips for how to effectively use paid search campaigns when expanding internationally and/or growing existing markets. He’ll share examples from real-life campaigns and actionable advice for getting the most out of your efforts.

Robin Heintze, Founder and CEO, morefire

How To Achieve Digital Success in China : Wechat

For many businesses, targeting China is high on the priority list. However, such a unique market requires a unique strategy and a good understanding of the culture and audience. Growing increasingly in importance in China is Wechat and it’s a platform that any business wishing to truly reach a Chinese audience needs to utilise. Christina will share insights and tips for getting the most out of any Wechat activity.

Christina Xu, Senior Business Solutions Manager, Webcertain

12.15 pm

Lunch Break

1.30 pm

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

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

25 Tips for Effective Multilingual Website Optimisation

One of the biggest challenges in international SEO is getting the technical implementation correct, ensuring that both users and search engines will have a seamless experience on your site and find the information they seek. Jesse James Woods will share his 25 top tips and tactics for getting your international SEO right, including hreflang and canonical tags, internal linking across domains, effectively utilising search console and useful tools for monitoring organic performance in different global markets.

Jesse James Woods, SEO Analyst, Kayak

3.15 pm

Coffee Break

3.30 pm

Culture and Strategy in International Search

In this final session of the day, Andy will take an overall look at culture and strategy in international campaigns. He’ll share cultural pitfalls to avoid, cover product and pricing considerations and address the factors to consider when planning an overall strategy. He’ll also look at how to effectively manage international team or agency relationships and develop effective, accurate reporting for global campaigns.

Andy Atkins-Krüger, CEO, Webcertain

4.15 pm

Final Q&A

5.15 pm

End of International Search Summit Munich 2017

*Sessions and Speakers could be subject to change


Andy Atkins-Krüger
Andy Atkins-Krüger



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 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.

Bastian Grimm
Bastian Grimm

President Organic Search

Peak Ace AG

Robin Heintze
Robin Heintze

Founder and CEO


Gemma Houghton
Gemma Houghton

Marketing Manager


Gemma Houghton has been working in international search for 5 years and leads WebCertain's marketing team. She is responsible for managing WebCertain's online marketing activities around the world as well as organising and programming the International Search Summit, which runs across Europe and the US. She contributes regularly to the blog and writes for State of Search. She has spoken on international search on various webinars and at conferences. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing and a BA Joint Honours Degree in French and German.

Daniil Kolesnikov
Daniil Kolesnikov

Deputy Head of B2B Marketing


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.

Mihai Irinel Popescu
Mihai Irinel Popescu

Head of Performance Marketing

Jesse James Woods
Jesse James Woods

SEO Analyst


Christina Xu
Christina Xu

Senior Business Solutions Manager


More speakers coming soon…

*Sessions and Speakers could be subject to change

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