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Montag 13. März 2017, Nemetschek Haus, München
Der International Search Summit findet komplett in ENGLISCH statt.
Programme provided by
Join us at SMX Munich on Monday 13th 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
Programm
Alle Session Beschreibungen anzeigen
Montag - 13 März, 2017
08:00 Uhr
Registrierung
09:00 Uhr
International Opportunities and the Global Landscape
Gemma Houghton, Director of Marketing, Webcertain
International Customer Journey: Bridging the gap between online and offline
Russia is Europe's largest internet market, and its homegrown search engine Yandex is the market leader, making it an essential channel for any organisation wishing to reach a Russian audience. This session will cover key topics about the Russia market, as well as how international businesses can optimise both organic and paid campaigns in Yandex to reach a wide and relevant audience.
Referent*in:
Daniil Kolesnikov, Deputy Head of B2B Marketing, Yandex
10:15 Uhr
Kaffeepause
10:30 Uhr
Managing Multinational Paid Search Campaigns
How do you manage country campaigns, when there are multiple languages at play in that market? What benchmarks should you check? What about scaling efforts across more search engines than just Google? Same language, different keywords and themes? Maybe not. How do you bootstrap keywords and ad creation when you don’t have in-house translation services? Mihai Popescu will share examples and insights from his experience working for two leading global travel websites and provide tips for improving efficiency and performance.
Referent*in:
Mihai Irinel Popescu, Head of Performance Marketing, HotelsCombined.com
5 Top Tips for Running International PPC Campaigns
From testing a new market or product to expanding at scale, paid search remains a vital channel for international digital marketers. It is quick to implement and see results, and can help with everything from branding to conversions. Robin Heintze will share his top tips for how to effectively use paid search campaigns when expanding internationally and/or growing existing markets. He’ll share examples from real-life campaigns and actionable advice for getting the most out of your efforts.
Referent*in:
Robin Heintze, Gründer und Geschäftsführer, morefire
How To Achieve Digital Success in China : Wechat
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. Growing increasingly in importance in China is Wechat and it’s a platform that any business wishing to truly reach a Chinese audience needs to utilise. Christina will share insights and tips for getting the most out of any Wechat activity.
Referent*in:
Christina Xu, Senior Business Solutions Manager, Webcertain
12:15 Uhr
Mittagspause
13:30 Uhr
Geo-targeting and Hreflang
This topic is at the heart of international SEO, as geo-targeting has a huge impact on the success and performance of global websites. Google’s John Muller will dive into the different geo-targeting options available and provide guidance on how to select the best option for your website, as well as how to ensure correct implementation.
Referent*in:
John Mueller, Webmaster Trends Analyst, Google
International Site Speed: A Complete Guide To Super-Speed Around The World
Site speed is an important factor for search engines and users alike: a slow site most likely means slow sales and low rankings. Bastian Grimm will share his top strategies for ensuring your site loads as fast as possible, wherever in the world it’s been accessed. He’ll dig into mobile optimisation, CDNs, AMP, as well as sharing insights into which tools can help when optimising site speed on an international scale.
Referent*in:
Bastian Grimm, Geschäftsführer und Mitgründer, Peak Ace AG
25 Tips for Effective Multilingual Website Optimisation
One of the biggest challenges in international SEO is getting the technical implementation correct, ensuring that both users and search engines will have a seamless experience on your site and find the information they seek. Jesse James Woods will share his 25 top tips and tactics for getting your international SEO right, including hreflang and canonical tags, internal linking across domains, effectively utilising search console and useful tools for monitoring organic performance in different global markets.
Referent*in:
Jesse James Woods, SEO Analyst, Kayak
15:15 Uhr
Kaffeepause
15:30 Uhr
Culture and Strategy in International Search
In this final session of the day, Andy will take an overall look at culture and strategy in international campaigns. He’ll share cultural pitfalls to avoid, cover product and pricing considerations and address the factors to consider when planning an overall strategy. He’ll also look at how to effectively manage international team or agency relationships and develop effective, accurate reporting for global campaigns.
Referent*in:
Andy Atkins-Krüger, CEO, Webcertain
16:15 Uhr
Final Q&A
17:15 Uhr
Ende der International Search Summit München 2017
*Sessions und Referenten können sich gegebenenfalls ändern.
Referenten
Andy Atkins-Krüger
CEO
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 blog.webcertain.com. 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.
Spricht bei folgender Session:
Bastian Grimm
Geschäftsführer und Mitgründer
Bastian Grimm ist ein erfahrener und weltweit anerkannter SEO-Experte und CEO von Peak Ace, einer Digitalmarketing-Agentur, die sich auf maßgeschneiderte Lösungen für Kunden in über 25 Sprachen spezialisiert hat. Mit über 20 Jahren Erfahrung in der Branche wurde Bastian für seine Beiträge zur Branche ausgezeichnet, darunter die Auszeichnung "Search Personality of the Year" bei den European Search Awards 2019.
Bastian ist davon überzeugt, dass es wichtig ist, die Sprache und Kultur eines Zielmarktes zu verstehen, um globale Zielgruppen effektiv zu erreichen. Er führt ein Team von Experten, die mit den jeweiligen Muttersprachen ausgestattet sind und maßgeschneiderte digitale Lösungen für Kunden bereitstellen können.
Die Mission von Peak Ace konzentriert sich darauf, einzigartige digitale Erlebnisse für seine Kunden zu schaffen. Die Agentur ist ein Experte für maßgeschneiderte Lösungen in den Bereichen digitale Strategie und KI und hat zahlreiche renommierte Kunden wie Airbnb, TUI und AutoScout24. 2022 wurde Peak Ace von verschiedenen Auszeichnungsgremien auf nationaler und internationaler Ebene als beste große integrierte Agentur ausgezeichnet.
Spricht bei folgender Session:
Robin Heintze
Gründer und Geschäftsführer
Robin Heintze ist Geschäftsführer des Online Marketing Spezialisten morefire. Das 80-köpfige, internationale Team aus sympathischen Spezialisten nutzt alle relevanten Kanäle im Online Marketing, um für die Kunden ein nachhaltiges Wachstum zu erreichen. Dazu werden durch die interdisziplinären Teams die Strategie und die verzahnte Umsetzung mehrerer Kanäle aus einer Hand geliefert. Zu den Kunden zählen B2B und B2C Unternehmen aus vielen verschiedenen Branchen und Ländern. Um Neukunden für die Kunden zu gewinnen, werden u. a. SEO, SEA, Content Marketing, Social Media, Display, Marketing Automation und Webanalyse eingesetzt. Aktuelles Online Marketing know how von den Experten finden Sie auf dem Agentur-Blog more-fire.com/blog
Spricht bei folgender Session:
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 multilingual-search.com 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.
Spricht bei folgender Session:
Daniil Kolesnikov
Deputy Head of B2B Marketing
Spricht bei folgender Session:
John Mueller
Webmaster Trends Analyst
John koordiniert als Webmaster-Trends-Analyst die Maßnahmen von Google Search Webmastern und Entwicklern. Er und sein Team verbinden die Google-interne Welt der Suchtechnik mit denen, die öffentliche Websites erstellen und optimieren. Gemeinsam tragen sie dazu bei, internen Teams ein Verständnis für das externe Web-Ökosystem zu vermitteln, und unterstützen Publisher bei der Erstellung großartiger Websites, die für Nutzer und Suchmaschinen gut funktionieren. John ist seit 2007 bei Google und arbeitet in Zürich, Schweiz.
Spricht bei folgender Session:
Mihai Irinel Popescu
Head of Performance Marketing
HotelsCombined.com
Spricht bei folgender Session:
Jesse James Woods
SEO Analyst
Kayak
Spricht bei folgender Session:
Christina Xu
Senior Business Solutions Manager
Spricht bei folgender Session:
Weitere Referent*innen folgen.
*Sessions und Referenten können sich gegebenenfalls ändern..
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