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Course Details

June 27 2014 (9:30am – 4:30pm)
Etc Venues, Tenter House, London, United Kingdom
John Sellwood
1 day
$900.00 per attendee

Sorry, bookings for this training course are now closed.


The opportunities to reach an international market through digital marketing and SEO have never been greater, but with it come the challenges around identifying, approaching and engaging across such diverse markets.

Drive your online traffic and sales on a global level by learning how to identify opportunities and implement authentic multilingual and international SEO, PPC and social media campaigns. 


Our 1-day course will equip you with the knowledge and tools to understand and apply the main principles of International SEO and PPC. 

Explore the major differences in search behaviours, trends and engines and learn how to improve international campaigns by applying a local, cultural focused strategy. 

Maximise conversion by optimising and testing campaigns to markets and people - not just languages. 

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

Anyone looking to launch an international digital campaign or is already doing so and wants to improve results further. 

How will I benefit?

After attending our International SEO and PPC course you’ll be able to:

  • Identify worthwhile international digital marketing opportunities
  • Create great SEO and PPC strategies that cover multiple markets and languages
  • Optimise content for different social media platforms in different countries
  • Understand the importance of cultural conversion and international usability testing

What will I learn?

Best practice guidelines, future trends backed by research, and real-world examples and applications make this course essential for anyone interested in improving and optimising international SEO and PPC.  

The topics we cover include:

Getting the basics right

  • Identifying international opportunities
  • Localisation vs. translation
  • Keyword research – ensuring natural linguistics
  • Ad’s and messaging

Search engines and social platforms 

  • The global landscape
  • Yandex and Baidu in-depth analysis
  • International social media 

Site structures and technical considerations 

  • Subdomains, subfolders and country code top-level domains
  • Handling multiple languages and duplicate content
  • Migrating global sites

Content marketing principles and strategies 

  • Content, user intent and search
  • Content planning and calendars
  • Placing and pushing your content
  • Measuring success

Usability and conversion

  • Colours, design and other considerations
  • International usability
  • Cultural conversion testing - cultural multi-variate testing

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

In-company delivery options start at £5,000 per day. Get in touch with our Professional Development team at prodev@econsultancy.com or +44 (0)207 970 4167 to find out more.

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.




John Sellwood

Head of New Business (UK), Oban Digital

With over 10 years in digital marketing, John joined Oban in 2012 with a wealth of experience from senior marketing posts in the FS sector running search functions and overseeing significant digital design and build projects. John is highly experienced in developing international strategy alongside some of the largest global brands including Citrix, Aberdeen Asset Management and Lloyds TSB International.

John’s highly detailed knowledge covers all aspects of Search Engine Marketing both domestically and internationally, including some of the very specific considerations required for a cross-border digital presence.  Despite a strong analytical approach it’s the human behaviours behind the data that led John to Oban Digital – where he’s helped many clients understand how a bespoke approach can drive a more authentic and profitable presence in diverse markets. 

Tutor for: SEO, PPC and Conversion: International Strategy


Etc Venues, Tenter House

Telephone: 020 3735 9905

8th Floor Tenter House
45 Moorfields
United Kingdom

Google Maps

By Underground - Moorgate Station (Northern, Metropolitan, Circle, Hammersmith and City Lines).

Moorgate has 4 exits and you need to head towards the 2 exits either side of Moorfields Road (these exits are towards the Metropolitan line gates). As you come out onto Moorfields Road you will see a Holland and Barrett store adjacent to the tube station – Tenter House is the next building a few yards further up on the same side of the road, just before the Red Cross building.

Course Details

June 27 2014 (9:30am – 4:30pm)
Etc Venues, Tenter House, London, United Kingdom
John Sellwood
1 day
$900.00 per attendee

Sorry, bookings for this training course are now closed.