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 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

Rückblick – Programm 2019

Alle Session Beschreibungen anzeigen

Montag - 1 April, 2019

08:00 Uhr


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

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

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

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 Uhr
Sessions sind teilweise oder ganz auf Englisch.

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 Uhr

Coffee Break

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

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 Uhr
Sessions sind teilweise oder ganz auf Englisch.

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 Uhr
Sessions sind teilweise oder ganz auf Englisch.

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 Uhr


13:30 Uhr
Sessions sind teilweise oder ganz auf Englisch.

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

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

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

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

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

15:00 Uhr

Coffee break

15:30 Uhr
Sessions sind teilweise oder ganz auf Englisch.

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 Mueller, Webmaster Trends Analyst, Google

16:30 Uhr
Sessions sind teilweise oder ganz auf Englisch.

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. 

17:00 Uhr


*Sessions, Zeiten und Referenten können sich gegebenenfalls ändern.

Rückblick – Referenten 2019

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

Seit 2009 im Online-Marketing, u. A. als SEO-Teamleitung in Agenturen, Senior bei und aktuell stolzes Teammitglied bei Lieblings-Themen: und Multilingual-Content-Markup auf komplexen Webseiten mit exotischen Sprachen. Sie hat mehr Interessen als die Woche Stunden, aber ihre besondere Leidenschaft ist Sprache in all ihren Facetten. Und Essen. ESSEN!

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 Schwarzist Chief Inbound Officer bei HomeToGo, der Suchmaschine für Ferienwohnungen und Ferienwohnungen. Das international tätige Unternehmen ist eines der am schnellsten wachsenden Gründerszenen in Deutschland. Das Berliner SEO-Team ist Gewinner des SMX Advanced Seattle "Inhouse Team of the Year" Award 2018 sowie des "Organic Team of the Year" und des "Chair's Selection" (THE DRUM).

Zuvor arbeitete Schwarz bei KAYAK, einem Flug- und Hotelvergleichsunternehmen, bei dem er als Director SEO Europe mehr als 30 lokale Märkte in den USA betreute. Schwarz ist Herausgeber der In-House SEO-Plattform VERTICALINHOUSE (DE). Er lebt und arbeitet in Berlin.

Izzi Smith
Izzi Smith

SEO Manager


Izzi Smith ist SEO-Managerin bei Sixt rent a car, wo sie sich darauf konzentriert, die Leistung der Märkte in den USA und Großbritannien zu steigern, aber auch bei der Entwicklung globaler Sixt rent a car SEO-Strategien und -Projekte hilft. Sie stammt ursprünglich aus Manchester im Nordwesten Englands, wechselte aber 2014 zu Sixt nach München.

Während ihrer Zeit bei SEO entwickelte Izzi eine starke Leidenschaft für alles, was Search betrifft, hat sich aber vor allem in Structured Data, UX, lokale Suche und technische SEO fokussiert. Izzi's Projekte und Experimente mit benutzerzentrierten Inhalten und strukturierten Daten wurden mit dem SEMY Award 2018 für die "Beste SEO-Kampagne" ausgezeichnet, und ihre Erfolge und Leidenschaften veranlassten sie, ab 2018 auf Konferenzen zu sprechen. Seitdem wurde er bei mehreren großen SEM-Veranstaltungen als Top-Speaker ausgezeichnet und ist Co-Betreiber eines wöchentlichen Online Marketing Edutainment-Podcasts.

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 arbeitet seit 1998 im Bereich Digital Marketing. Im Jahr 2003 zog er nach Russland und spezialisierte sich auf die mehrsprachige Suche und erweiterte sein Fachwissen über digitale Kanäle, Inhalte und PR. Während dieser Zeit war er Mitglied der russischen digitalen Startup-Community und arbeitete mit Yandex, der Föderalen Versammlung der Russischen Föderation und dem US-Außenministerium zusammen.

Nach seiner Rückkehr nach Großbritannien im Jahr 2011 gründete und leitete Nick dann Marketingteams bei Arena Media, der Havas Media Group und dem Dentsu Aegis Network. Als technischer SEO-Leiter der Vodafone Group seit 2014 hat er die Online-Performance und das Kundenerlebnis in 22 internationalen Märkten verbessert.  Als Verfechter der Anhebung der Standards im Online-Marketing bewertet Nick die UK Search Awards und EU Search Awards. Er spricht gerne auf Konferenzen zu den Themen Mobile/Data-First Marketing, Cross-Channel-Kampagnen und technische SEO. Außerhalb der Arbeit fährt er gerne Rad und nimmt an Prince's Trust Radsportveranstaltungen teil.

Weitere Referenten folgen.

*Sessions, Zeiten und Referenten können sich gegebenenfalls ändern..

Newsletter abonnieren

schließen Ausgewählter Tag:
Wir verwenden Cookies, um unsere Webseiten besser an Ihre Bedürfnisse anpassen zu können. Durch die Nutzung unserer Webseiten akzeptieren Sie die Speicherung von Cookies auf Ihrem Computer, Tablet oder Smartphone. Erfahren Sie mehr darüber