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Why International Search is on the Agenda

13 April 2011 BY

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SMX is taking international search seriously and adding the International Search Summit to its conference programme. ISS @ SMX London is taking place on 18th May, providing a more in-depth look at the topics and issues facing international marketers.

The Summit (event page here), which has been running since 2008, is programmed and hosted by international search agency WebCertain and Andy Atkins-Krüger, WebCertain CEO answers a few questions to explain the partnership:

What makes international search so different from local search?

“I’d argue that international and local search are two sides of the same coin – as they are both essentially geo-targeting. But when you’re doing search on a national level, the geo-targeting is done by default, and is not something you have to event think about. Another important difference is, of course, culture. Everything you do needs to be tailored for the culture, and language, of each market you target.”

Why do you think this topic is often missing at ‘regular’ conferences?

“There are a couple of reasons. One is that it is quite an advanced topic, not for beginners but mainly because the number of attendees for whom it is really relevant is actually quite small, so it doesn’t make sense to cover it in-depth.”

What does the ISS/SMX team up mean for the visitors?

“When we were running ISS and SMX separately, we had quite a few delegates who attended both – or wanted to. By bringing them together, it enables people to go to both events, on one pass and in one trip and benefit from the differing content offered by both.

The Summit will offer in-depth sessions focus on providing solutions and tactics for international search marketing challenges and in London, WebCertain is also bringing back the popular Interactive Q&A session, which is an open forum for any question to be asked or topic to be debated.”

About the Summit

A full agenda is online but here are just some of sessions the Summit has in store:

Advanced Geo-targeting: IDNS, Local Domains, Sub-Domains and Local Hosting

Questions around this topic come thick and fast at every International Search Summit. In London, there will be a full session dedicated to talking about how to structure an international site to have the most impact with both search engines and users, covering areas such as local domains, IDNs, sub-domains and folders, as well as local hosting and IP Filtering.

Enter New Markets: How to Go Global
Going global is now a no brainer for many companies – but it’s very unlikely they have the resources to take on the entire world at once. Gain practical advice on how to assess the potential of your prospective target markets and avoid wasting time and money by identifying the markets which are right for your business.

Grabbing Local Opportunities, Globally
Local search is a hot topic right now, but how can you implement local search tactics on a global scale? Learn new strategies for ensuring you stay local to every market you work in.

This Summit will be the 7th to be held in London, the 12th globally – because effective international search marketing is vital to the success of many businesses, and not something that can be covered in one single session on a conference agenda.

Whether you’re an agency or client side, operating in several markets or worldwide, at the beginning of your international journey or quite far down the road, the International Search Summit will leave you with new ideas and a renewed enthusiasm for your global projects.

Speakers will include Bruce Daisley from Google, Jay Middleton III from Adobe, Andy Atkins-Krüger of WebCertain and two State of Search bloggers – Bas van den Beld and Lisa Myers.

The early bird rates expire on Friday 15th April, and a further 15% discount on that rate is available with the State of Search Code – StateofSearch011.

AUTHORED BY:
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Bas van den Beld is a speaker, trainer and online marketing strategist. Bas is the founder of Stateofdigital.com. -- You can hire Bas to speak, train or consult.
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