International Search Summit @ SMX Munich - SMX Munich

2nd & 3rd April, 2019

Wednesday March 16, 2016 – RAMADA Hotel & Conference Center, Munich

International Search Summit
Programme provided by

Global SEO

The International Search Summit digs deeper than any other event into the topics and issues that matter to international search marketers. ISS Munich is the ideal event for anybody involved in running, implementing or managing online marketing projects in more than one language or country. Led by the international search specialist’s at Webcertain, with the help of some special guests, it’s a full day of international content guaranteed to give you new insights, tactics and techniques to help improve your global website performance and return on investment.

At the International Search Summit, you’ll get:

  • In-depth sessions on the most important and challenging factors of international SEO
  • Actionable tactics and takeaways to improve your international performance and ROI
  • The opportunity to network with speakers and fellow delegates to share experiences and find the answers to your international SEO questions
  • Insights into the global search landscape and the international opportunities for businesses
  • Access to a wealth of reports, research, whitepapers and articles on international search

And you’ll learn:

  • The latest developments, functions and features of the major global search engines
  • Where the biggest global opportunities lie and how to take advantage of them
  • How to manage and scale global search activities and teams around the globe
  • The fundamentals of geo-targeting and how to ensure users see the content targeted at them
  • How to conduct effective keyword research in multiple languages
  • When and how to consider culture in international campaigns
  • How to scale and adapt content for a multilingual audience


And much more! Join us at SMX Munich on Monday 16th March to really take your global campaigns to the next level and grow your business around the world!

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

Wednesday - 16 March, 2016

8.00 am

Registration and Coffee

9.00 am
Sessions are partially or completely in English.

Maximising International Opportunities

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.

Immanuel Simonsen, Research Manager, Webcertain

9.45 am
Sessions are partially or completely in English.

Creating A Winning Global Digital Strategy

When developing a digital strategy for an international business, there are so many factors to consider in order to provide a consistent, relevant and engaging experience for your customers. Cees Kardolus, Head of Digital at SAP EMEA, will share his experience of running projects from a global perspective to local adoption. SAP’s 1DX (One Digital Experience) project will be leveraged to highlight some of the major challenges facing the all marketers involved, as well as solutions for overcoming them.

Cees Kardolus, Marketing Director for Strategic Projects & Customers, SAP EMEA

10.30 am

Coffee Break

10.45 am
Sessions are partially or completely in English.

International SEO Tips from Google

As the leading search engine in most countries around the world, understanding how to optimise and mark-up your website is essential to ensure the right users see the right information, whatever country they are in. John Müller will share some insights and tips for international SEO success on Google.

John Mueller, Webmaster Trends Analyst, Google

11.15 am
Sessions are partially or completely in English.

Organic and Paid Insights for Yandex

Russia is Europe's largest internet market, and its home grown search engine Yandex is the market leader, making it an essential channel for any organisation wishing to reach a Russian audience. Dominik Johnson will cover key topics including using Yandex Webmaster Tools, the learnings from the “no-links” approach, as well as how advertisers can benefit from the new Yandex PPC auction model.

Dominik Johnson, Key Account Development Director, Yandex

11.45 am
Sessions are partially or completely in English.

Creating Digital Success in China with Baidu

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. This session will highlight some key facts to keep in mind when targeting China, as well as how to utilise its leading search engine Baidu to drive brand awareness and traffic.
12.15 pm

Lunch Break

1.30 pm
Sessions are partially or completely in English.

Hreflang Implementations Across the Globe

Whether you want to optimize German pages specifically for Austria and another set for Germany, or you have English, Korean and Japanese versions of the same page, you'll need to use hreflang. As hreflang is probably among the most hard to implement Google standards out there, we want to get you started on the right foot and with the right game plan. Joost, having done implementations for several major international sites like the Guardian and, will guide you through the process.

Joost de Valk, CEO, Yoast

2.15 pm
Sessions are partially or completely in English.

Maintaining Organic Rankings in International Markets

SEO is an on-going process, with continual effort required to ensure you any good ranking positions are maintained and your brand remains competitive in each target market. Rahul Gupta, Head of SEO at Cuponation, will share learnings from his experience and provide tips for developing effective and agile SEO strategies for international campaigns.

Rahul Gupta, Head of SEO, CupoNation

2.50 pm

Coffee Break

3.15 pm
Sessions are partially or completely in English.

International Keyword Research

There is a lot to consider in international keyword research - from search engines to user behaviour to language differences and peculiarities. We'll explore the factors to consider and share tips for achieving the most effective results from your keyword research activities.

Ben Lefebvre, Director of Business Solutions, Webcertain

4.00 pm
Sessions are partially or completely in English.

Interactive Discussion and Final Q&A

Share your experiences, hear from your peers and discuss the topics, questions and challenges that matter to you! This session aims to ensure you leave ISS with all the answers and insights you came to find!
5.00 pm

Networking Drinks

*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.

Rahul Gupta
Rahul Gupta

Head of SEO


Born & raised in India, Rahul comes from a background of production engineering, six sigma & knowledge transfer studies. He became a part of CupoNation in 2012 and now heads the Global SEO department with an in-house search team of 50+ amazing people. His speciality area includes SEO strategy, online market analysis, user experience optimization & in-house team management. His interest lies in affiliate marketing, Internet of things, SEO experimentation & process automation.

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.

Dominik Johnson
Dominik Johnson

Key Account Development Director


Dominik Johnson is Key Account Development Director at Yandex. In this role, Dominik forges, develops and reinforces the company’s partnerships with the leading brands and digital agencies in Germany and Europe. Dominik is one of Germany’s top-100 managers, according to Werben & Verkaufen (W&V), the country’s leading magazine for marketing and advertising. He is also a contributing author at a number of online publications on search engine marketing and a sought-after speaker at industry events and conferences in Germany and around the world. Before joining Yandex, Dominik served as Executive Manager at a full-service international performance-based marketing agency, where he was initially responsible for social media marketing and then took on an executive role. He is credited with building a global network of independent performance marketing agencies. With over ten years of experience in digital marketing, Dominik has a deep understanding of the market and a prescient sense for new trends and initiatives.

Cees Kardolus
Cees Kardolus

Marketing Director for Strategic Projects & Customers


Ben Lefebvre
Ben Lefebvre

Director of Business Solutions


Benjamin Lefebvre is the Director of Business Solutions of Webcertain Group. With an extensive linguistic background, and over five years of hands-on search experience, Ben is a regular speaker at the International Search Summit and is one of the tutors at the International Marketing School. Familiar with a variety of different industry sectors and digital channels, he also makes sure that all clients’ international digital marketing strategies have been appropriately adapted to each target market. Ben’s areas of expertise are Pay per Click, SMO, Search Engine Optimisation, Online PR and Link Building applied to international and multilingual markets and project management.

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.

Immanuel Simonsen
Immanuel Simonsen

Research Manager


As the Research Manager of multilingual web marketing agency Webcertain, Immanuel heads up the company’s global market research activities and large content marketing projects. He is the author of several reports and guides, including ‘The Essential Guide to Rel-Alternate-Hreflang’ and ‘The Webcertain Global Search and Social Report 2013’. Apart from being a tutor at the International Marketing School -- teaching online marketing professionals on business opportunities around the globe -- Immanuel is a regular speaker at the International Search Summit, a leading event series dedicated to multilingual search and social media marketing. He also writes for Webcertain's multilingual search blog. Born and raised in Denmark, Immanuel now lives in Barcelona.

More speakers coming soon…

*Sessions and Speakers could be subject to change

Newsletter Subscription

Close Selected Tag: