ISS – International Search Summit @ SMX München

Dienstag, 17. März 2020 | ab 08:00 Uhr

  • Klarer Fokus auf internationale Online Marketing Optimierung
  • Top internationale Referenten
  • Taktiken, Strategien und Casestudies um international erfolgreich zu sein
Der International Search Summit findet komplett in ENGLISCH statt.

Programme provided by

Join us at SMX Munich on Tuesday 17th 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


Alle Session Beschreibungen anzeigen

Dienstag - 17 März, 2020

08:00 Uhr


09:00 Uhr
Sessions sind teilweise oder ganz auf Englisch.

How language can make or break global online success

Language is always a consideration for global websites or international campaigns, but that doesn’t mean it’s always used effectively – or correctly. Andy will highlight some common mistakes made by global brands when it comes to language usage and implementation and give tips for ensuring that the language you use does not alienate your audience and cost conversions. He’ll also share a checklist to enable you to self-audit your language content and assure quality and relevance across all communications. 


Andy Atkins-Krüger, CEO, Webcertain

09:30 Uhr
Sessions sind teilweise oder ganz auf Englisch.

Content marketing beyond borders: How to address a global audience

As communication becomes increasingly globalised and businesses look to drive more efficiency in their content marketing strategies, storytelling needs to stretch beyond borders. In this session, Dorothee will introduce you to the latest trends for content marketing strategies addressing global audiences. She will also share with you what she has learned about the important role cultural differences play in content creation and provide practical advice for meeting the increased demand of local marketeers to quickly localise global content for their individual markets. 


Dorothee Biedermann, Industry Marketing Manager - Civil Engineering, Autodesk

10:00 Uhr
Sessions sind teilweise oder ganz auf Englisch.

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

10:30 Uhr

Coffee Break

11:00 Uhr
Sessions sind teilweise oder ganz auf Englisch.

Intent-Based Content Optimisation for Global Companies

When you take into account natural language and audience, these can differ by country based on cultural expectations. With Google placing more emphasis around Natural Language Understanding (NLU), it’s important to not only match the keywords but the intent for the consumer. This session will look at how global companies need to shift their SEO priorities from keyword-based content optimisation to intent-based content optimisation. Shari will look at how leveraging audience insights can help you make better decisions around your SEO campaigns and where schema mark-up, UGC curation and localisation of content can influence intent-based SEO outcomes.


Shari McConahay, SEO Content Optimisation Manager, Philip Morris International

11:30 Uhr
Sessions sind teilweise oder ganz auf Englisch.

How to deliver a successful global migration

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

12:00 Uhr
Sessions sind teilweise oder ganz auf Englisch.

Scaling internationalisation: A technical perspective

Scaling internationalisation and localisation can make or break your organic visibility when addressing multiple markets. Tejaswi will provide a real-world case-study of how fromAtoB are approaching this challenge from a technical perspective and the benefits they’ve seen so far which have contributed to a high pace of organic growth in recent months. He will also share insights on headless CMSs, a topic still in its infancy and how this can be leveraged as part of a tech stack to scale international growth across markets.


Tejaswi Suresh, Head of SEO, FromAtoB

12:30 Uhr
Sessions sind teilweise oder ganz auf Englisch.

Topic coming soon

13:00 Uhr

Lunch Break

14:00 Uhr
Sessions sind teilweise oder ganz auf Englisch.

Planning to setup an international SEO team that fits your budget? No problem!

The focus on internationalisation is bigger than ever, but not everyone has deep pockets to build huge SEO teams to nail every single market they're present in. So, let’s look at some tips on how to build SEO teams to win organic traffic internationally, that fits in your budget. We’ll start from a one-man army to help the lean start-ups out there and take this forward to help brands with (almost) unlimited resources/budget.


Nitin Manchanda, Global Head of SEO, Omio

14:30 Uhr
Sessions sind teilweise oder ganz auf Englisch.

How to achieve global search marketing operational & team excellence

Managing a global team comes with many challenges when you are coordinating efforts across multiple regions. Maria will share with you the operations strategies for Adobe’s in- house search marketing team, which includes supporting team members in 5 major cities (Sydney, Toyoko, San Francisco, London and Paris) and organic & paid search programs across 28 languages and 32 countries. Learn the best way to roll out campaigns globally, launch SEO content locally, adjust efforts for global localisation and some of the best tips about how to communicate wins, tests and strategies from each region. We will also discuss intricates of using engine like Yandex, Baidu, Naver, Google and Bing at scale.


Maria Corcoran, Senior Global Search Operations Manager In House Search Team, Adobe

15:15 Uhr

Coffee Break

15:45 Uhr
Sessions sind teilweise oder ganz auf Englisch.

Google Q&A

Google’s John Müller will answer questions on all aspects of international SEO and provide invaluable 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

16:45 Uhr

End of the International Search Summit

*Sessions, Zeiten und Referenten können sich gegebenenfalls ändern.


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.

Dorothee Biedermann
Dorothee Biedermann

Industry Marketing Manager - Civil Engineering


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.

Maria Corcoran
Maria Corcoran

Senior Global Search Operations Manager In House Search Team


Maria joined Adobe in 2010 and is the Senior Global Search Operations Manager for the in house search team. She owns the entire search platform including Adobe product and search engine tool enhancements, troubleshooting, enablement, training and processes. By closely partnering with the search marketing strategists, Maria is able to help in driving innovation & testing strategies across multiple lines of business. Maria has over a decade of hands on experience creating and implementing successful search marketing strategies for multiple fortune 500 companies and at Adobe.

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.

Nitin Manchanda
Nitin Manchanda

Global Head of SEO


Nitin Manchanda started his professional journey as a Software Engineer back in 2012 and then some successful SEO experiments pushed him to do more of it, and essentially, he fell in love with this crazy topic. Since then, he has been trying to connect the dots between UX and SEO through continuous experimentation on various products. Scalability, automation, technical SEO, international SEO, crawl budget optimisation, site speed etc. are some "keywords" that puts smile on Nitin's face, you can also add cricket and travel in the list.

Nitin has helped brands like trivago and Flipkart to grow their organic visibility and currently he's working as Global Head of SEO at Omio, a Berlin based travel tech. He has consulted for brands from all over the world to improve the UX and organic visibility for their brands. He is also working on his own blog to bridge the gap between developers, product manager, marketing and management when it comes to SEO topics, that apparently is the biggest pain point in Enterprise SEO.

Shari McConahay
Shari McConahay

SEO Content Optimisation Manager

Philip Morris International

Shari McConahay is the SEO Content Optimization Manager at Philip Morris Products S.A., Operations Centre of Philip Morris International, based in Lausanne, Switzerland. She began her career in digital marketing when she launched an e-commerce website for her parents’ costume store in 1994. She grew the e-commerce business in all areas of digital marketing, but always with a focus on SEO. After building up a mom & pop store to a multi-million dollar business, she began SEO & Social Media consulting in 2010. In 2019, she traded the beaches of South Florida for the Swiss Alps, accepting the challenge to help create a smoke-free future as part of the growing digital department at PMI.

John Mueller
John Mueller

Webmaster Trends Analyst


Johannes kam 2007 zu Google und arbeitet als Webmaster Trends Analyst bei Google Zürich. Er arbeitet eng mit den Teams Teams Webmaster Central, Sitemaps und Search Quality zusammen und betreut die englischsprachigen Google Webmaster Help Diskussionsforen.

Tejaswi Suresh
Tejaswi Suresh

Head of SEO


From launching an agency that built webapps and consulted on organic growth, TJ continued supporting startups under the Rocket Internet umbrella establishing crawling strategies for SPA frameworks and making platforms i18n ready. After consulting in the DACH and Nordic markets, TJ is currently building up the SEO infrastructure at fromAtoB GmbH which has already seen 10X growth in organic visibility since May 2019."

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