International Search Summit, Munich, 2015

The international search summit focuses primarily on international SEO and is hosted alongside SMX Munich. International SEO is the process of improving search visibility on major international search engines such as Google, Yahoo, Sesnam (Czech), Yandex (Russia) and Baidu (China).

Maximising international opportunities

by Immanuel Simonsen from @imSimonsen Webcertain

Source ecommerce = emarketer

The great web content mistakes

9 in 10 Europeans would prefer access a website in their own native language, and 52% of people say that language is more important than price.

Do not look localization as a cost center.

Different countries / different channels

Share of on-line market mobile share of total:

  • Asia has 46.6%
  • Africa 45.8%
  • Europe 34%

Which devices did you use to purchase on-line?

Google consumer barometer < Tool to find out user channels

Ecommerce – Where is the money and how valuable are these markets

In 2009, you could reach almost half of the addressable economic potential on the web.

Google’s John Muller talking about international href-language

John talks about the correct uses of href-language and the common mistakes webmasters make using the tag.

  1. Href for different brand in different locations:

Answer: that’s fine

  1. Question: How long does it take for Google webmaster geo-targeting update itself?

Answer: It takes some time for Google to re-crawl, re-index and analyses href-tags, therefore if you do make a change/update to your href-lang, it will take some time for it to update.

Take always:

  • Always use Exact URL’s
  • Geo-targeting for sites & countries; hreflang for pages & variations
  • This isn’t always trivial. Get help & keep things simpler.

Yandex – Webmaster recommendations for international search:

He starts by talking about the future of the economic situation and how the internet is changing, he talks about a major Yandex focus on China.

Key facts:

  • Russia’s rise in mobile internet use is expected to pass the US next year (2016).
  • One of 3 Global search engines is Yandex (Google, Bing and Yandex)
  • Digital Ad trends in Russia for 2015:
    • 36% of Russian businesses are reducing radio advertising
    • 24% of Russian business reducing TV advertising

International Keyword research

Presented by Ben Lefebvre

He talks about the importance of localized keywords, where search marketers should not directly translate keywords.

Things to take from this presentation:

  • Accents are very important
  • Character replacements and compound nouns
  • Transliteration
  • Misspellings and dropping accents
  • Character replacements
  • Compound nouns
  • Cases and Scripts:

Scaling on-line marketing efforts for a global brand

by Nicolas Stadtelmeyer for Twitter @stadtelmeyer


  • Keep functional organisations
  • Build project team for initial set-up and localization
  • Keep consistent structure across all countries (Website, OM Set-up)
  • Slim set-up through shared skills
  • Don’t overemphasise localization

Setup and scaling paid search for international markets:

  • Define Dimensions
  • Design MCC Accounts & Campaign structures
  • Build campaigns by combinations of dimensions
  • Scale campaign building through automated processes
  • Automated building and focus on optimization

Search strategies for seasonality:

  • Seasons when working with countries on different hemispheres
  • Cultural customs i.e. Spain buys many gifts after Christmas whereas US, UK before
  • Law requirements in each market: i.e. France has a regulated sale period, here cloths sales (around 5-10 of January).
  • Times of week: Countries such as Brazil usually have a low weekend search volume compared to DACH countries

Launching in a New Market SEO Challenges and Check-list:

By Rahul Gupta

  1. Start with your target audience where consumer behaviour in your new markets and determine your first impression matters.
  2. Selecting the right traffic channels
    1. What search engines does this market have
    2. What social media networks are used in that market
    3. What PPC channels / display networks are used
  3. Find the local influencers in that market
    1. Reach out to experts in the market, maybe hire a local PR/SEO agency to help work
  4. Look into competitors back-links to find more influencers, publishers and communities (low hanging fruit)

In-house vs outsourced content


  1. Determine resource requirements for your content creation process
  2. Complete the keyword research inhouse
  3. Assess several content agencies in the local market


  1. Working with freelancers or agencies that use articles spinning tools
  2. writers who are not located in your market
  3. Content creators that are not aware of SEO

Prioritize and bundle your products

Use external sources to prioritize site structure & indexation logic.

  • What sets you apart from the rest? Work on your USPs, Use onsite space efficiently

Display legal elements & local trust badges.



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