Gemma Houghton

Will 2013 Be The Year For US Companies Going Global?

As the International Search Summit San Jose looms next week, we’ve been asking speakers  at the event to share their thoughts on the state of global search and give some insights into what delegates will learn from the event.

And if anyone knows international search marketing, it’s Bill Hunt. He has been working in the field since the early days of search and has been involved with many of the globe’s largest brands to advise on international search strategy and execution. Here he shares a few thoughts on international search in 2013 and why ISS is a must-attend event for global marketers.

Bill, what so you think is the “big thing” in international search in 2013?

In my opinion is is awareness and engagement of companies to actually do it. I am seeing a lot of initiatives to make global search programs more successful and better integrated into the programs of the primary market. We have had a lot of attention to global but I think it seems to really be growing this year. If I had to pick a second, I would say the use of the href language XML site map will be big for companies this year.

What is the biggest mistake you see organisations making when it comes to international?

Treating local market search as separate projects. They have individual audits for each country even when those sites use templates that are the same around the world. This leads to a lot of wasted effort and expense.

What will attendees take away from your session?

The goal is to give them the tools and process that enables them to conduct more effective keyword research that will make the campaigns more effective as well as easier and more uniformly managed.

Why should people attend the International Search Summit?

It is an amazing event that not only gives you information but answers all of your questions. ISS has brought together the leading multilingual and global search practitioners then turns the audience loose with them with the most Q&A time integrated into the program of any event I have ever attended. If you have a question or challenge related to international search marketing this is the place to get it answered.

Ask Bill, and a host of other experts, your international search questions in San Jose, on Thursday March 14th. Check out the full agenda and secure your place. Save 10% on ISS passes with code WS-ISS10.

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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