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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 digital marketing.

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 who is already doing so and wants to improve results further. 

How will I benefit?

After attending our international digital marketing course you’ll be able to:

  • Identify worthwhile international digital marketing opportunities
  • Create great Search marketing campaigns that cover multiple markets and languages
  • Understand some of the differences and technical considerations for international marketing
  • Understand the different social media platforms used in a variety of 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 digital campaigns.  

The topics we cover include:

Getting the basics right

  • Identifying international opportunities
  • Localisation vs. translation
  • Understanding local keyword differences
  • Localising ad copy and messaging to target international audiences

Search engines and social platforms 

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

Site structures and technical considerations 

  • Choosing an international domain strategy
  • Handling multiple languages and duplicate content (hreflang tag)
  • Migrating global sites

Content marketing principles and strategies 

  • International content marketing
  • Meeting search intent and market gaps
  • Local content differences
  • Local events to consider in marketing

Usability and conversion

  • Colours, design and other considerations
  • International usability

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.




Emily Mace

Head of SEO, Oban International

Emily works on the overall strategy and development of International SEO campaigns for clients. She focusses on the development of strategies to help clients achieve the best results and provide meaningful insights into their ROI for different campaigns and goals. Emily has 19 years experience of both SEO and IT training.

Tutor for: SEO, PPC and Conversion: International Strategy


John Sellwood

Head of New Business (UK), Oban International

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