Event HighlightsHost: Virtual Event
Start Date: October 01, 2020
End Date: October 02, 2020
Times: 9:30 am - 1:30 pm EST
Why Attend ISS
The International Search Summit remains the only event dedicated specifically to the challenges, twists and turns of managing international websites and running global campaigns. Hear from speakers and attendees as they explain the benefits of attending the event and what they gained from being part of the International Search Summit.
- Truly internationally-focused topics
- Tactics for expanding your SEO and SEM strategies
- Technical insights on how to position your brand in international markets
- Hands-on knowledge from seasoned marketers
2020 agenda will be available soon
Crossing cultural borders in a digital world
Your message travels through a digital tunnel across borders to customers and business partners, the new cultural context can render it ineffective, misunderstood, or even offensive. Digital natives expect content that is personalized along the customer journey to be relevant in their culture. Annalisa will dig into some of the considerations you need to have when targeting an international audience from preserving the corporate message to adapting content and engagement strategies for different markets. She’ll provide insights and examples, including regional communication styles and perceptions of time, why emojis aren’t universal, and will explore cultural preferences for layout, animation, sound, and even color in digital media.
Annalisa Nash Fernandez – Because Culture
US Hispanics - The test segment to grow in Latam
Many companies targeting the US Hispanic market are not always aware of the opportunities for growth that the Latam powerhouse markets offer or how to reach those audiences. Blas will share some US Hispanic success stories, as well as insights on how to approach the main markets in Latin America.
Blas Giffuni - Consultant
Insights into the Russian market and Yandex
Russia has long been an interesting market for international businesses. The unique search platforms and social networks in the country allow for very detailed targeting, but there are several things to consider when targeting the Russian market. Tatiana will look at the Russian online landscape and Yandex as the gateway to Russia. She will also discuss the current trends, how Russia differs from other markets digitally and how businesses can successfully grow their brand in this region.
Tatiana Bashlycheva - Yandex
Scaling localization & international SEO in a decentralized world
All too often SEO and Localization, both vital to international success, are treated as two separate processes and work entirely independently of each other. This approach can lead to increased costs, wasted time, and negatively impact the performance of global websites. Mellissa and Valerie will share insights from their experience in working in a large organization with a decentralized regional model to show how the two processes can and should work together and the impact such an approach can have on international growth and results.
Mellissa Jensen - Cisco
Scaling content marketing For a global audience
Some will argue that Content Marketing is the only way to do marketing these days. It’s easy to see why: when executed well it can build loyal audiences, create brand ambassadors, drive organic search traffic and lead to earned media coverage. However, doing Content Marketing on a global scale can quickly turn into an expensive minefield of woefully long turnaround times, cultural missteps and organizational silos. In this session, Leona will present real-life examples of global content marketing campaigns and share actionable advice on how to plan and execute them to maximize wins and drive ROI globally.
Leona Frank - Autodesk
Using programmatic advertising to drive global search performance
Using practical examples from real campaigns, Gemma will look at the benefits of programmatic advertising for global brands and how it can support a range of marketing objectives. She’ll share tips for creating ads for different markets and demonstrate how these targeted campaigns can provide tangible improvements to search performance across multiple markets.
Gemma Houghton – Webcertain
How to successfully roll out an SEO strategy internationally
This session will discuss the evolution of a 113 year-old sneaker brand from a small business to a global ecommerce brand. In this session, Cheryl will discuss how she developed an international SEO strategy at New Balance and evangelized this throughout the company.
Cheryl Burke - New Balance
Missed opportunities in global search
Many multinationals have seen huge successes and major fails in the pursuit of international glory. Drawing on his vast experience, working with some of the biggest global brands, Bill will look at some of these examples and highlight common areas of missed opportunity. He’ll also provide practical tactics and techniques to ensure efficiency and effectiveness across global markets. A fantastic opportunity to hear from one of the most knowledgeable international SEO practitioners in the world.
Bill Hunt - Back Azimuth Consulting
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 - Webcertain
Q&A session with Google
In this interactive Q&A session with Gary Illyes, we'll cover some of the hot topics facing international SEO and Gary will take questions from attendees.
Gary Illyes - Google
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