Gemma Houghton

International Search Summit Barcelona speaker spotlight: Vistaprint’s Marie Mure-Ravaud and Johann Godey


The International Search Summit Barcelona is taking place on 8 May 2018. Covering a wide range of international search marketing topics and challenges, the conference is highly recommended for marketers and SEOs managing international websites and running global campaigns.

We’ve asked two of our speakers – Marie Mure-Ravaud and Johann Godey, both from Vistaprint – what attendees will gain from their talk and why people should attend the International Search Summit. Here’s what they had to say!

Vistaprint employs an integrated approach to SEO, PR, content and brand – why do you follow this strategy?

In the past, SEO was mainly about strong technical foundations, a strategic use of keywords and backlinks that were mapped to a specific page. Channels would just co-exist in silo. But today, great content and outreach are indispensable components to a successful SEO strategy. At Vistaprint, the Organic Search team works closely with the PR and the Content teams, helping them to reinforce their goals and complementing their KPIs. We integrate ourselves into the discussion on the overall marketing vision, strategy and implementation early in the process so that we can offer insights before they get too deep into creating the content.

What are some of the key ways in which these elements complement each other and work together?

Authoritative mentions are the bread and butter for SEO. By designing a mutual campaign with the PR team, we can make sure to take full advantage of the PR initiatives to earn these precious high-quality links from the media, bloggers and other highly authoritative sites. By identifying the trending keywords and topics, the Organic Search team can help the Content and PR teams create stories that are useful, insightful and unique for our targeted audience.

And are there any pitfalls to be aware of when adopting such an approach?

PR and content marketing are focused on the external perception and reputation of the brand. They are mainly concerned with getting positive mentions in the media and being engaged on social media. Organic search KPIs such as quality backlinks are less meaningful to them, so there is an educational process at play. As SEO experts, it’s important to educate our stakeholders and involve ourselves in their strategy as early as possible to ensure all parties are meeting their goals and thriving in a mutually beneficial relationship.

What additional challenges are there when dealing with multiple languages and countries?

A piece of content doesn’t necessarily perform equally around the globe, as the audience and the influencers might have different expectations. The outreach might follow different norms too. At Vistaprint, SEO, PR and content leverage have a global strategy that’s implemented through localised tactics. We leverage global initiatives whenever suitable, but work closely with the country teams on local-specific campaigns.

How important is company culture and process in achieving synergy between different teams and disciplines?

The company culture is key to achieving synergy between the teams. Vistaprint gives its teams full autonomy to explore smarter solutions to work better together. We are able to set up our own objectives, KPIs, and have total freedom for execution. The management, the technology and even the office design are encouraging collaboration.

What will ISS attendees learn from your talk?

In this session, attendees will learn how to leverage content and PR to achieve more impactful SEO results internationally. We will give concrete examples of our achievements. We will share our learnings to inspire SEO, content and PR experts for their next campaigns, enabling an holistic understanding of the dynamics behind a successful integrated global online PR program.

And why should people attend the International Search Summit?

Any marketers or business owners should learn more about search, as it is a critical factor for driving website traffic. Did you know that organic search accounts for the majority of all website visits? SEO is the gift that keeps on giving. Conversions are high, ROI is great and it’s all for free. But it does require keeping up to date with the latest trends.

Johann and Marie will be joined by other speakers including Michiel Das, SEAT, Gary Illyes, Google and Eoghan Henn, SearchVIU. The full day event will focus on all things international search and provide actionable insights, real-life case studies and tactics to improve global search visibility and performance.

Feeling tempted? You can still buy tickets for International Search Summit Barcelona here! Early bird rates end 22 April.

Gemma Houghton

Gemma Houghton

Director of Marketing at Webcertain
Gemma has been working in international search for 10 years and leads Webcertain's marketing team. As well as managing Webcertain’s global online and offline marketing activities, she also organises and programs Webcertain's International Search Summit, a search marketing conference focusing on international and multilingual online marketing and contributes regularly to the Webcertain blog. She has also spoken at conferences such as SES and SasCon and writes regularly for State of Digital. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing and a BA Joint Honors Degree in French and German.

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