ISS – International Search Summit @ SMX Munich

Monday, 1st April, 2019 | 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


See all Session Descriptions

Monday - 1 April, 2019

8.00 am


9.00 am
Sessions are partially or completely in English.

How to motivate, gamify and drive SEO programs across multiple markets

Nick Wilsdon has spent years designing and deploying high-performance SEO programs across multiple local markets for well-known multinational brands. This talk will cover lessons he's learnt in terms of how best to engage and direct local markets with SEO. Beyond technical SEO skills, you will need an understanding of corporate strategy and how to use analytics, business cases or gamification to get SEO techniques deployed. This talk is for anyone working within a large or medium-sized organisation or an external agency attempting to get their SEO recommendations deployed.


Nick Wilsdon, Search Product Owner, Vodafone Group

9.30 am
Sessions are partially or completely in English.

International content outreach: Tactics, tools and tips

Link acquisition is a key offsite ranking factor for any site looking to increase organic visibility. Different countries naturally adopt different cultures and as such engage with different news stories, different formats of content, and advocate brands in different ways. What works in one country might not be the same for all. Marketers need to not only be aware of customer behaviour in each region, but also what stories will gain the links they need from media. Using a mixture of real-life examples, David will share actionable advice on how to build links in different countries, what tools marketers need to be using and tips on how to gain national media links in multiple territories.


David White, Head of Content Marketing, Edit

10.00 am
Sessions are partially or completely in English.

Scaling PR & Link-building internationally

One of the challenges of international SEO is scaling efforts across multiple markets and replicating successes in one country across others. Dominik Schwarz, Chief Inbound Officer at HomeToGo shares best practice examples from his “Inhouse Team of the Year” (awarded at SMX Advanced, 2018) and shares case studies of what they have achieved, as well as answering questions such as if and when should you hire a local PR agency and whether it’s possible to do performance-based communications projects.


Dominik Schwarz, Chief Inbound Officer, HomeToGo

10.30 am

Coffee Break

11.00 am
Sessions are partially or completely in English.

Using Automated Bidding Strategies for international expansion

Everybody is talking about AI at the moment, however, many companies and agencies are not even using automated bidding strategies to make use of this easily accessible form of “artificial intelligence". Sven will share his experience in implementing bidding strategies for lead generation and e-commerce accounts to show how to avoid the most common pitfalls and how to manage expectations.


Sven O. Wilhelm, Sport-Thieme

11.30 am
Sessions are partially or completely in English.

Paid search tactics for Baidu and Naver

PPC is an essential channel for brands and businesses trying to reach a Chinese or South Korean audience on Baidu and Naver, yet in order to spend budget effectively, it is essential to understand the different products available and how to get the best visibility for your business. This session will showcase the advertising options you should be aware of and share tips for how to utilise them. She’ll also highlight some key differences between the search engines and potential pitfalls to avoid.


Gemma Houghton, Director of Marketing, Webcertain

12.00 pm
Sessions are partially or completely in English.

Remarketing 2.0: Combining Digital Out Of Home, Media and Video in Yandex

With its leading position in the Russian market, Yandex offers a variety of ways for international advertisers to reach this ever-growing market and improve advertising ROI. In this session, Maria will focus on how retargeting can support and enhance performance, utilising an array of features including DOOH, media and video. 


Manfred Schlosser, DACH Country Manager, Yandex

12.30 pm


1.30 pm
Sessions are partially or completely in English.

Optimising SERP appearance in international search engines

The search engine result pages have changed dramatically in recent years, with the 10 blue links definitely a thing of the past. With so many features appearing, understanding how to maximise SERP visibility is a priority for SEOS. In this session, Izzi Smith will look at the myriad of search features available in global search engines including Google, Bing, Baidu, Yandex and share tips and tricks for identify and improve CTR problems across international domains. She’ll also look at how to scale and roll-out structured data strategies internationally and finishing by looking at what else to expect from the SERPS in 2019.


Izzi Smith, SEO Manager, Sixt

2.00 pm
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

2.30 pm
Sessions are partially or completely in English.

Technical Traps in international SEO and how to avoid them

There are many technical SEO factors at play with any website, but international sites have additional factors to consider and manage. In this session, Gianna will dig into some of the issues she’s encountered ranging from hreflang implementation to international relaunches to crawl frequency and share practical advice for overcoming the pitfalls and improving global SEO performance. 


Gianna Brachetti-Truskawa, International Senior SEO/Audience Managerin, bold ventures GmbH

3.00 pm

Coffee break

3.30 pm
Sessions are partially or completely in English.

Q&A with John Müller

We’ll talk to John about a range of topics relating to international SEO, to dig deep into the common challenges and issues that impact global sites. Have your questions ready!


John Müller, Webmaster Trends Analyst, Google

4.30 pm
Sessions are partially or completely in English.

Final Q&A

We’ll end the day with a final open Q&A session, with opportunities to ask questions to any of our speakers and on any international digital topic. 

5.00 pm


*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.

Gianna Brachetti-Truskawa
Gianna Brachetti-Truskawa

International Senior SEO/Audience Managerin

bold ventures GmbH

Since 2009 in online marketing, among others as SEO team leader in agencies, senior at and currently proud team member at Favourite topics: and multilingual content markup on complex websites with exotic languages. She has more interests than the week has hours, but her particular passion is language in all its facets. And food!

Gemma Houghton
Gemma Houghton

Director of Marketing


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.

Manfred Schlosser
Manfred Schlosser

DACH Country Manager


Manfred is an online marketing expert and a Head of DACH markets at Yandex. He has extensive experience in managing high-budget campaigns for global brands in European markets and in top-tier partner relationships. He's worked on client, agency and search engine side.

Dominik Schwarz
Dominik Schwarz

Chief Inbound Officer


Dominik Schwarz is Chief Inbound Officer at HomeToGo, the search engine for vacation rentals and holiday apartments. The internationally operating company is one of the fastest-growing start-ups in Germany (Gründerszene). The Berlin-based SEO team is winner of the SMX Advanced Seattle "In-house Team of the Year" award 2018 as well as the "Organic Team of the Year" and "Chair's Selection" (THE DRUM).

Previously, Schwarz worked at KAYAK, a flight and hotel comparison company, where he oversaw more than 30 local US-based markets as Director SEO Europe. Schwarz is publisher of the In-House SEO platform VERTICALINHOUSE (DE). He lives and works in Berlin.

Izzi Smith
Izzi Smith

SEO Manager


Izzi Smith is an SEO Manager at Sixt rent a car, where she focuses on driving the performance of the US and UK markets, but also helps develop global Sixt rent a car SEO strategies and projects. She’s originally from Manchester in the North West of England but moved to work at Sixt in Munich in 2014.

During her time in SEO, Izzi developed a strong passion for all things Search but especially got invested in Structured Data, UX, local search and technical SEO. Izzi’s projects and experimentations with user-centric content and Structured Data won Sixt the 2018 SEMY Award for ‘Best SEO Campaign’ and her successes and passions led her to begin speaking at conferences in 2018. Since then has been rated the top speaker at several major SEM events and co-runs a weekly Online Marketing edutainment podcast.

David White
David White

Head of Content Marketing


David is the Head of Content Marketing at Edit, leading the PR, content and outreach strategies for some of the biggest brands around the globe. With a background in business management and marketing, David has a deep understanding of the wider marketing mix and how this contributes to a brand's bottom line.

Sven O. Wilhelm
Sven O. Wilhelm


Sven has been involved in search for the last 10 years. His focus lies in automation to improve the performance of paid search accounts. Despite feeling at home when browsing the Google Ads interface, he is continually looking for strategies to enable him to use it as little as possible. Automated bidding strategies are an important part of that. He will use his substantial experience in lead generation and e-commerce performance advertising to give you actionable insights on the implementation of automated bidding strategies and how to avoid the most common pitfalls in the context of international marketing. When Sven is not tweaking search or social media campaigns, he is usually found swimming in one of Berlin´s public pools.

Nick Wilsdon
Nick Wilsdon

Search Product Owner

Vodafone Group

Nick has worked in digital marketing since 1998. Moving to Russia in 2003 he specialised in multilingual search and broadening his knowledge across digital channels, content and PR. During this time he contributed to the Russian digital startup community; working with Yandex, the Federal Assembly of the Russian Federation and the US State Department.
Returning to the UK in 2011, Nick then built and led marketing teams at Arena Media, Havas Media Group and the Dentsu Aegis Network. As the technical SEO lead at Vodafone Group since 2014, he has improved online performance and customer experience across 22 international markets.  As an advocate for raising standards in online marketing, Nick judges the UK Search Awards and EU Search Awards. He enjoys speaking at conferences on the topics of mobile/data-first marketing, cross-channel campaigns and technical SEO. Outside work, he enjoys cycling and taking part in Prince’s Trust cycling events.

More speakers coming soon…

*Sessions and Speakers could be subject to change

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