ISS – International Search Summit @ SMX Munich

Tuesday, 17th March, 2020 | from 8.00 am

  • Clear focus on international online marketing optimization
  • Top international speakers
  • Tactics, strategies and case studies for international success

Programme provided by

Join us at SMX Munich on Monday 1st April 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

Confirmed Sessions 2020

See all Session Descriptions

Tuesday - 17 March, 2020

8.00 am


Sessions are partially or completely in English.

How to deliver a successful global migration1

With over 60 local language websites, Hilti faces many potential pitfalls when rolling out SEO changes globally so migrating all their catalogue links from speaking urls to static urls was a huge project. Gunter will share how the company approached this task from planning to implementation to post-migration monitoring. He’ll discuss the factors which contributed to success and provide tips for any business undergoing a similar project.


Gunter Gabriel, SEO and Content Performance Manager, Hilti

Sessions are partially or completely in English.

Brand SEO - is brand performance suffering from our focus on non-branded SEO?

On average, global corporates are capturing less than 30% of their own brand search.. Imagine if Pepsi was capturing 70% of the search for "Coca Cola". Critical, non-ecommerce, brand search categories like investor relations or corporate narrative positioning have a significant impact on a company's bottom line, directly influencing share price or a company's ability to navigate out of a crisis. This presentation will show practical examples of how to leverage brand focused SEO to benefit critical corporate communications.


Jonathan Cole, Director, Brunswick Group

Sessions are partially or completely in English.

Google Q&A

Google’s John Müller will answer questions on all aspects of international SEO and provide valuable tips and insights to improve performance in the global search engines.

A great opportunity to get solutions to the challenges facing your team and business. 


John Mueller, Webmaster Trends Analyst, Google

Sessions are partially or completely in English.

Navigating the complex world of geo-targeting and hreflang

For anybody managing global websites, geo-targeting is one the biggest challenges. If you’ve invested in creating localised, relevant content for each target market, you want to make sure it reaches the right audience. This session will investigate the different geo-targeting options available and provide advice on how to determine the right strategy for your business.


Andy Atkins-Krüger, CEO, Webcertain

*Sessions and Speakers could be subject to change

Confirmed Speakers 2020

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.

Jonathan Cole
Jonathan Cole


Brunswick Group

Jonathan is a Director at Brunswick Group, a global corporate advisory firm specialising in critical communications who service clients in 50 countries. Jonathan leads Brunswick’s global SEO offer as well as leading the South African digital offer. He is a specialist in integrated digital solutions with experience across all digital categories but with a strong interest background in SEO, advertising, data and reporting solutions.

Before Brunswick he ran the Media and Analytics team for the global digital media agency Mullen Lowe Profero in Sydney, where he developed and implemented digital strategy, SEO and advertising solutions for global clients including Apple, Pizza Hut and Western Union. Jonathan is a Rhodes Scholar and was director of Oxford University’s Centre for Maritime Archaeology before transitioning into digital 15 years ago.

Gunter Gabriel
Gunter Gabriel

SEO and Content Performance Manager


Gunter is SEO and Content Performance Manager at Hilti Group, where he is responsible for the search performance of over 60 global websites. Prior to that he held a variety of web and marketing-based roles for Hilti e-business, including analytics. He has a degree in Mechanical Engineering and a Ph.D in Computational Mechanics, and was part of the Finite Element Research Group at MIT. In his free time he enjoys cycling, sailing and playing the drums.

John Mueller
John Mueller

Webmaster Trends Analyst


John coordinates Google Search webmaster & developer outreach efforts as a webmaster trends analyst. He and his team connect the Google-internal world of Search engineering, to those who create and optimize public websites. Together, they help to bring an understanding of the external web ecosystem to internal teams, and help publishers make awesome websites that work well for users and search engines. John joined Google in 2007 and works in Zuerich, Switzerland.

More speakers coming soon…

*Sessions and Speakers could be subject to change

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