Gemma Houghton

International SEO Tips: Solid Processes And Good Data Drive Success

Steve Lock Global SEO Sage

The role of an SEO has never been more diverse or complex, and the challenges increase when it comes to working on global websites. Steve Lock, Global SEO Leader for Sage will be sharing his insights and experience of managing SEO for a large, global brand at the International Search Summit and ahead of the event, we spoke to him to find out why he loves working in international SEO and his fundamentals for global SEO success.

What do you most enjoy about working in International SEO?

The scale and the technical challenges. It’s also exciting to work for such a large and ambitious business. I’m proud to be one of a handful of people leading such geographically diverse organisations.

What are the fundamentals to get right when working on SEO on a global scale?

The cornerstones of international SEO: sound Google Search Console account setup and targeting, international sitemaps, hreflang and technical SEO such as IP targeting..

Being able to efficiently scale efforts is essential in international campaigns – what is your top tip for achieving this?

Definitely focusing on the right teams, processes and external suppliers. Also being data-driven, baking in test and learn approaches and having a getting stuff done/action-orientated startup mentality.

Book International Search Summit London

What will attendees learn from  your session?

I think hopefully we are moving away from the days where marketers had a “one-size fits all” approach to search and hoped for the best by simply mirroring campaigns from key markets into other international markets. The data that is available now means that the only barrier to entry is time, so for those marketers willing to invest the effort in optimisation in a specific region, the rewards are there to be had.

What will people learn from your ISS session?

What I’ve learnt from life in the trenches leading SEO for one of the largest and complex ecosystems in the world, going through one of the largest digital transformations ever seen.

And why should marketers attend the International Search Summit?

It’s a great place to meet lots of people with shared challenges, learn a lot and network.

Taking place on 17th May, ISS promises to be a fantastic day, full of insights, tips and tactics to support global marketers.  Check out the full list of speakers and sessions and save 15% with code webcertain16.

 

 

Gemma Houghton

Gemma Houghton

Marketing Manager at Webcertain
Gemma has been working in international search for 6 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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