Learn tactics and insights specific to international campaigns and platforms
Be inspired to think differently and leave with fresh ideas to elevate your global success
Tried and tested approaches, frameworks, processes and creatives that you can apply
Meet fellow global marketing professionals and make valuable connections
What did past ISS attendees think of the event?
What did past ISS attendees think of the event?
SEO testing: Unlocking global search success through experimentation Ryan Jones - SEOTesting
In today’s competitive SERPs, businesses must go beyond traditional SEO strategies to stand out in search rankings. This session dives into the critical practice of SEO testing – what it is, why it is essential for your success, and how to implement it effectively across international markets. Ryan will share how to experiment with on-page elements, technical configurations, and content strategies to uncover what truly moves the needle. He will explore real-world examples, tools, and frameworks to create a culture of data-driven decision-making in your SEO efforts, regardless of industry or geography. Whether you are launching multilingual sites or optimising for culturally distinct audiences, this talk will equip you with actionable insights to make every click count.
Unlock global markets: How to use Google Trends for international SEO Kenichi Suzuki - Faber Company Inc.
International SEO is crucial, but understanding diverse markets can be complex. This session offers a practical, data-driven approach to international SEO using Google Trends, a powerful free tool. This actionable session will equip you with the skills to use Google Trends confidently to make informed decisions, optimise your international SEO, and unlock global market potential for your business or clients.
From chaos to clarity: Structuring international SEO for real impact insights and tactics Megan Hordijk - Rank Expert
International SEO can feel like a mess: too many markets, disconnected teams, conflicting KPIs. Rankings go up, traffic comes in: but does it actually convert? In this session, Megan Hordijk shares how to bring structure to international search strategies using her frameworks. You will learn how to move beyond surface metrics and start aligning SEO, CRO and data across teams and countries. With real examples and hands-on tips, she will show you how to uncover the friction points that hold back results and how to fix them. Because in a world where everyone is scaling, the real win is not doing more, but doing better.
The future of social search: Creating cross-border content Elle Pollicott and Molly Bartram - Connective3
The current search landscape is undergoing a major shift, driven by evolving global search behaviours and the growing overlap between SEO and social media. Using insights gathered from Connective3’s current clients such as Adobe, SumUp and Avon, blended with research from their in-house planning department, Elle and Molly will highlight how search intent and platform usage differ across sectors and regions, emphasising the need for a more nuanced, global approach. As representatives for SEO and Social respectively, Elle and Molly will outline how their roles have evolved as SEO and social continue to integrate. They will share how blending search across these channels will allow brands to build greater visibility, trust, and engagement – even when scaling across multiple territories.
TikTok SEO: How to rank in 2026 Sam Gillies - Nonsensical
74% of Gen Zs and 49% of Millennials use TikTok for search, whilst 23% of users are searching within the first 30 seconds of opening TikTok. In this session, Sam will break down what TikTok SEO really means in 2026, from mastering keywords and captions, to leveraging trending formats, native behaviours, and in-app search intent. You will learn how to identify high-impact keywords using TikTok’s own data, optimise video structure and metadata for discovery, and build a content system that ranks and converts.
From RAG to riches: Keyword research for LLMs Mark Williams-Cook - Candour
How to maximise AI search visibility through query fan-out insights Gianluca Fiorelli - IloveSEO.net
AI is reshaping how users interact with search results. In this session, Gianluca will help you to understand the query fan-out, AKA how a single question expands into layered, intent-driven queries, offering a new framework to optimise for visibility. He will explain how by mapping the sources AI tends to favour, you can identify realistic targets for a mention-building outreach strategy, focused more on trust and semantic alignment than link quantity. Finally, you will learn how combining fan-out mapping with SERP feature analysis can allow you to cluster content not just by intent, but also by tone and emotional drivers, to ensure that the visibility gained – whether in a carousel, a featured snippet, or an AI Overview – transforms into awareness, attention, and memorability, increasing the likelihood of branded and direct traffic.
Beyond borders and beyond the search box: How to win the global "messy middle" with AI-driven SEO David Carrasco - Freelance SEO Consultant
The traditional, linear customer journey is a relic, but for international brands, the reality is far more complex. We are not just navigating Google’s “messy middle”; we are navigating a “messy multiverse” of different cultures, languages, search engines, and channels. The rise of AI Overviews and generative AI in search adds another profound layer of challenge and opportunity, transforming how global brands are discovered. This session will confront this new reality head-on. David will explore how to build a resilient, future-proof international SEO strategy that thrives in a world where “findability” is an omnichannel imperative. This is a call-to-action for international search professionals to evolve their role: from optimising pages in different languages to architecting a unified brand narrative that influences fragmented user journeys across the globe.
Rising above the AIpocalypse: Building brand visibility with strategic SEO Jes Scholz - Jes Scholz Consulting
Search is changing fast – AI is shifting how information is found, filtered and trusted. But that does not mean we have to abandon the growth tactics that have worked for over 20 years. In this session, Jes will do a deep dive into building brand visibility that thrives in the AI era. You will learn why entity SEO is table stakes and how to get it right, how technical SEO underpins digital availability, and how to strengthen brand salience across any surface. This talk will empower you with the knowledge to ensure that your brand stands out, no matter how search evolves.
Beyond the cart: How lead gen marketers can succeed globally in a click-to-convert ad ecosystem Iselin Heggedal - Usercentrics
Most advertising platforms are engineered for e-commerce, where value is instant, conversions are binary, and outcomes are easily measured. But lead generation tells a more complex, slower-burning story – especially across international markets. In this session, Iselin will explore how advanced lead gen tactics can do more than just plug the gaps in platform optimisation. When applied thoughtfully, strategies like dynamic goal-setting, probabilistic value assignment, and real-time predictive modeling can become powerful tools for uncovering market-specific insights. Whether you are entering new regions or optimising existing ones, this approach can help you surface localised truths that can power your next wave of global expansion.
Remarketing in an international and multi-privacy policy world Navah Hopkins - Microsoft
In this data-backed tactical session, you will learn strategies which can help turn top-of-funnel campaign types like audience ads into full-funnel utilities. You will learn how to gain consent so that you can leverage all audiences, how to troubleshoot consent mode from a Microsoft perspective, and how to translate that to other tools. You will also learn how to pair messaging across different stages of the funnel, accounting for the fact that in some markets you will be able to have perfect message mapping, while in others it may be a little more nebulous. This session will have a focus on remarketing and is designed for in-house and agency practitioners, and will empower you to navigate different privacy permission levels based on the markets they are operating in.
From clicks to growth: Linking paid media KPIs to international business outcomes Ky Westcott - TransPerfect Digital
Bridge the gap between digital campaign metrics and business-level results. In this session, Ky will teach you how to trace paid media KPIs through the funnel, attributing leads and conversions to revenue and market share. Learn to communicate forecasting outcomes effectively to leadership and make paid media a strategic driver of global business growth.
The global JavaScript challenge: Avoiding SEO pitfalls in modern JS frameworks Will Kennard - Very Good
Building a website for a global audience is tough, and modern JavaScript frameworks can potentially throw a spanner in the works for SEO. Getting your international strategy right is about more than just adding a few hreflang tags – especially when JavaScript is running the show. This talk gets straight to the common traps that JavaScript developers fall into, highlighting some key points for SEOs to understand and better communicate with developers. We will explore why rendering strategy is so critical for localised content and look at how different frameworks handle the challenge, with specific framework features being highlighted – particularly useful for those working with multiple websites across multiple clients internationally.
What log files analysis can teach us in an international SEO context Julien Deneuville - Turo
Log files are a key technical SEO asset, especially when working on larger websites: they are the only reliable source of data to understand what robots are doing on a website. Proper log files analysis can help you optimise internal links and structural aspects of your website, while daily monitoring will help you detect issues and fix them before they hurt your SEO performance. In a multilingual context, it can also bring additional insights to understand differences in treatment per country, for example. In this session, Julien will review the best practices of log file analysis, what to look for and how to react, and will cover the specifics of multilingual websites.
Unlocking the hidden potential of vector embeddings in international SEO Frank van Dijk - DEPT®
Vector embeddings are gaining traction across various applications and even play a crucial role in Google’s algorithm. While they are widely known for their impact on semantic search, they also offer powerful opportunities for automating SEO tasks. By leveraging cosine similarity, a metric that measures differences between embeddings, you can optimise internal linking and streamline redirect mapping with precision. Vectors embeddings are not limited to one language, making it easier to cross international borders. Beyond that, embeddings can be stored in a vector database, which can be integrated with an LLM. This setup helps limit hallucinations, allows you to inject your own data effortlessly, and keeps you ahead of the curve as models evolve. By taking advantage of these opportunities, you can better predict Google’s behaviour and take your SEO automation to the next level for international SEO.
Scaling airline SEO: How to build structured, localised, and competitive pages in a high-automation industry Elina Olsena - airBaltic
Aviation SEO is a high-scale, high-change environment where automation is standard, but not always enough. In this session, Elina will explore how airBaltic builds structured, localised, and competitive pages, navigating legacy systems, commercial cycles, and Google’s own flight SERP dominance.
The not-so-secret SEO strategy recipe: 5 steps to rankings and recognition Thais Bogarín - Essity (Tork)
What if SEO strategy did not have to feel overwhelming? Thais has distilled years of award-winning SEO experience into a simple 5-step strategy that has delivered thousands of Page 1 rankings, triple-digit ROI, and dozens of industry awards. In this session, she will break down the exact 5-step process she has used to scale SEO campaigns for international markets. This is not theory – get ready for a practical framework that has generated real results.
Breaking borders: 10 proven tactics to outrank giants in international SEO João Filipe Pereira - Busbud
Competing against big players in the international SEO arena can feel like a daunting task, but with the right strategies, even smaller or emerging brands can win the game. In this session, João will reveal ten actionable tactics he has used with many SMBs across the globe to challenge dominant competitors and drive international growth. From optimising for multilingual audiences to mastering the nuances of local search intent, you will learn how to turn complex international markets into an opportunity rather than a challenge.
SEO without borders: How AI and social listening drive global search success Maria Cuenca - Greenpark
Maria will take you on a journey of how businesses can use social listening and AI-powered multilingual SEO to solve real-world search challenges and drive global success. After all, traditional keyword research does not always capture cultural nuances, regional search intent, or unique topics that only exist in certain markets. In this session, you will learn how to use social listening to uncover keyword opportunities and market-specific topics across different cultures and how to leverage AI to execute multilingual SEO strategies effectively, ensuring relevance and visibility in global markets.
The future of content creation: How AI is transforming the content process Mario Lenoci & Julie Franck - TransPerfect Digital
In this talk, Julie and Mario will explore the revolutionary role of artificial intelligence (AI) in content creation. They will focus on the benefits of leveraging AI, the challenges to overcome, and practical applications that can optimise and transform content strategies.
LLM optimisation for international SEO: Ranking in AI answers across markets Ksenia Demchenko - Ideals
As AI-powered search reshapes how users discover information, SEOs face a new challenge: optimising for large language models (LLMs). In this session, Ksenia will break down how LLMs determine what content appears in AI-generated answers – and what it takes to rank across different markets.
Turning stakeholder complexity into digital marketing success Jenny Walker - Christus Health
Winning in digital marketing requires more than great strategy; it requires great alignment. Discover proven techniques for managing competing priorities, securing stakeholder buy-in, and sustaining momentum across marketing, leadership, and operations. You will leave this session with actionable insights to transform collaboration into measurable growth.
Decoding Google Ads with a mathematician’s lens Igor Ivitskiy - Ivitskiy Ads Lab
In this session, Igor will explain how mathematical modeling can elevate your Google Ads campaigns across multiple languages and regions. You will discover data-driven techniques for keyword targeting, budget allocation, and cultural nuance that unlock hidden opportunities in global search advertising. You will get a clear framework for turning complex analytics into high-impact, scalable international marketing strategies.
From Michelin-starred kitchens to multilingual markets: Applying global digital strategy for paid success Laura I. Abreu - laurastrategy.com
With a background working alongside Gordon Ramsay’s team and other Michelin-starred brands in Hong Kong, Laura will reveal how luxury-level digital strategies can be adapted to drive measurable results through local SEO, PPC, social channels, and platforms such as TikTok and TripAdvisor – brought together through compelling storytelling. She will unpack how she helped a small Barcelona-based business triple its revenue by combining international performance marketing tactics with narrative-driven content. You will get practical takeaways on how to structure multilingual campaigns, craft culturally relevant creatives, and use storytelling to enhance results across global digital platforms – all without requiring a Michelin-starred budget.
Fireside chat: A client perspective on managing digital transformation and SEO at scale Jess Thrasher - Norwegian Cruise Line Holdings
For businesses going through digital transformations, many agencies and partners are usually involved (but may only own a piece of the bigger puzzle). In this session, Jess will share a ‘behind the curtain’ perspective on how brands need to navigate complex initiatives (like replatforming during a website redesign while integrating a new technology stack) and scaling to international markets/sites.
Think global, rank local: SEO strategies for international marketplaces Anna Chernysheva - Flowwow
How can a marketplace without its own physical stores compete in local search results against local shops? Using the Flowwow case as an example, this presentation will explore how highlighting partnerships with multiple local shops can help improve local SEO and compete for visibility. It will also cover how strategies are adapted for different markets, from the UK to the UAE and Spain, to stay relevant locally, even without having stores of its own.
The state of hreflang: Common issues from analysing 1 million+ websites Dan Taylor - SALT.agency
In 2023, Dan analysed 18,000 websites with hreflang implemented to uncover common hreflang errors. Fast forward to the present day, he has revisited these 18,000 websites to see how things have changed – and then some. He has now analysed a whopping 1 million+ websites actively running hreflang to identify the most common hreflang technical issues.
Beyond borders, beyond competitors: Advanced content research for international SEO Himani Kankaria - Missive Digital
Tired of copy-paste SEO content strategies that do not scale across your target regions? In this session, Himani will show you how to ditch overused competitor playbooks and discover unique content opportunities in each of your target markets. Learn how to go beyond “just translating” content by truly understanding regional intent, cultural nuance, and overlooked keyword behaviour. You will walk away with proven methods to uncover demand gaps your competitors have missed using real examples from global brands, advanced research techniques, and use cases. This talk will equip you with approaches/frameworks to build international content that makes your brand credibly visible, beyond what your competitors have been doing.
How SEO and UX can work together to build smarter international content strategies Sanja Markovic - TransPerfect Digital
The way users search and behave online is deeply influenced by cultural, environmental and economic factors. These factors differ in different countries and impact users’ needs and thus the products and content they search for online. Researching user behaviour across different regions can help uncover cultural nuances (how users express and interpret colours, symbols and words), technological differences (different levels of access to technology), and economic and political factors (purchasing power, behaviour and interests). In this session, Sanja will explain how the insights gained from user research can be used to build content strategies that take into account differences across target regions, helping you to focus on the right kinds of content based on specific local interests.
Where in the world is content consolidation? Amanda King - FLOQ
In this session, Amanda will delve into a content study sliced by country to explore whether topical (rather than keyword) focus in content and its success differs by country and industry. Along with this analysis, you will take away a practical process on how to run a content consolidation analysis, and hear real-world case studies.
SEO in the age of GenAI: Collaboration and transformation of mindsets Adriana Garcia - Allianz
In a world of constant digital change, adaptability is not just a strategy, it is a must. In this session, Adriana will share her real journey of SEO transformation in the AI era, based on direct experience, mistakes, and successes. She will also discuss how she has changed the way she works, building more united, agile, collaborative, and resilient teams to face new digital threats.
Fireside chat: Digital evolution and the AI revolution Bruce Redditt - Consultant
Industry luminary Bruce Reddit will share his take on the evolution of the digital landscape, sharing insights into what it means for brands and how marketers can thrive and succeed in this new era.
How to audit AI accesibility of your site's front end and back end Dave Cousin - Dave the SEO & Co.
Optimising for AI Agents is at least as much a technical exercise as a content one. AI Agents do not and will not crawl websites like search engines do. So, how do you make your existing website front end as easy to access and get content and details from as possible? Moving forwards, AI Agents will much prefer to access the back end of your site, using APIs and databases via MCP to not only get structured data for your content, products and services, but to interact with your site including, eventually, purchasing through your site. Dave’s talk will go over what needs to be in a website accessibility audit and what machine accesibility web standards (e.g. MCP) exist and can be used.
Behind their eyes: Using eye tracking to predict success in international markets Giulia Panozzo - Neuroscientive
“Attention is a commodity” is a sentence that we marketers hear a lot these days. And yet, when it comes to global websites with an international customer base, cultural differences in attention patterns are very rarely taken into account. Attention patterns affect what we see and engage with content, and can modulate brand perception and buying behaviour. Eye-tracking technologies can help us shed light on those differences and guide our efforts to reach our audience wherever they are in the world. In this session, Giulia will provide examples of different attention patterns across cultures and how to map them for your own optimisation venture. She will also explain common international pitfalls and how to avoid them when optimising your content for different attention patterns.
Market intelligence unlocked: Driving global search success with data-driven insights Anna Milburn - TransPerfect Digital
In an era of ever-expanding global competition, success in international search marketing hinges on your understanding of diverse markets, not just your ability to optimise. This session dives into how to harness market intelligence – from search behaviour and competitive landscapes to cultural nuances – to fuel smarter SEO, content, and paid strategies across regions.
Cultural intelligence: The missing key to global SEO success Harroop Sandhu - Lead with One
International SEO is not just about keywords, it is about people. This session explores how cultural intelligence helps you decode search intent, shape authentic user experiences, and strengthen EEAT (expertise, experience, authority, and trust) across markets. Learn how cultural bias affects both humans and AI tools, and how applying CQ can make your content more accurate, relevant, and conversion driven. Walk away ready to optimise not just for algorithms, but for humans everywhere.
Google and beyond: What do SEOs need to succeed globally? Arnout Hellemans, Sophie Gibson and Jes Scholz
As search evolves and digital ecosystems diversify, succeeding in SEO is no longer just about mastering Google. From regional search engines to emerging platforms and AI-driven discovery, global SEO success demands a broader, smarter strategy. In this session, industry leaders will explore what it truly takes to compete (and win) across markets and platforms. Expect insights on search behaviour beyond Google, localisation challenges, technical considerations, and the future of organic visibility in a global context. Whether you’re expanding internationally or simply rethinking your SEO approach, this discussion will help you see the world of search from a wider lens.
Audiences and algorithms: Global content strategy in 2025 and beyond Gemma Houghton, Yagmur Simsek and Fabrizio Ballarini
Quality, relevant content has always been the goal. Now, it is more important than ever and the only way to ensure brand visibility and engagement. This panel will dig into the big questions of what makes good content, how you can stand out in a noisy online world and how to give your content the best chance of success. A lively and insightful discussion to round off your day.
AI in action: The future of content and SEO Nitin Manchanda, Mario Lenoci and Mark Williams-Cook
How things are changing, what the future holds and what we should be doing now are big questions most marketers are asking. This panel will address them all – with real examples of what is actually happening, what is working and where the biggest opportunities lie to get ahead. You will end the day inspired, energised and ready to take on this new era of content and SEO!
Thriving through change: Navigating a fast-moving industry with creativity, resilience and calm Sarah McDowell, Jack Chambers-Ward and Tazmin Suleman
In an industry where change is constant, success depends on how you adapt. In this live podcast session, Tazmin, Sarah and Jack explore how to thrive through uncertainty by cultivating creativity, resilience and calm. They will share mindset shifts, personal experiences and actionable ideas on managing stress, embracing failure and leading with intention in a fast-paced world to help you navigate change with confidence.
Complimentary drinks reception
13 November 2025 – World Trade Center Barcelona
World Trade Center Barcelona
