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International Search Summit Barcelona 2021 organiser spotlight: Gemma Houghton

By Elin Box on November 2, 2021

The International Search Summit is returning to Barcelona as an in-person event on 18 November 2021!

Gemma Houghton, Director of Marketing at Webcertain, is one of the event’s organisers.

We asked her some quick-fire questions to get to know her better and to whet our appetites for the event!

Describe yourself in three words.

That is a tricky one, but I think I would say “glass half full”!

What do you love about your job?

For me, it is all about putting on an event that brings people together from all different backgrounds and countries that gives them a place to meet, share and learn and go away having gained something valuable.

Why attend the International Search Summit?

The International Search Summit is a great event if you work in international digital marketing, it is as simple as that! It focuses on international topics. It allows you to meet other people who are facing similar challenges and complexities in their work. It allows you to make those connections and gain that knowledge that can make a big difference to your global campaigns.

What is the biggest misconception in digital marketing?

The biggest misconception I have seen in digital marketing is around keyword translation. There is a belief that you can and should just take a list of keywords in one language and literally translate them into other languages and then you have a great set of keywords to use. That is not the case! You really have to localise keywords for every market. Do your keyword research from scratch to make sure you are finding the terms and phrases that people actually use in every country and give your campaigns any chance of real success.

If you could travel back in time, where would you go?

I would go back not very far. I would go back to 1989 in Berlin, to be there when the Berlin Wall fell, because I think that would have just been an incredible thing to witness.

What three items would you take to a desert island?

I would take scuba kit, a Kindle, and an unlimited supply of ice cream. Honestly, that sounds pretty good; I would go today!

What is the best life advice you have ever received?

I do not think you can beat “a problem shared is a problem halved”. I do not think there is ever a situation when talking about something does not help.

Want to attend the International Search Summit Barcelona 2021 and learn from a whole range of expert speakers in the field of international digital marketing? Then book your ticket now!

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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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