This year, Friends of Search introduces something new: the Friends of Search Awards. This gives anyone working in the search industry a unique opportunity to demonstrate their digital talent and skills to peers by presenting their case at Friends of Search 2020 in Amsterdam. 

The FOS Awards consist of only two categories: Best SEO and Best SEA (PPC). Entries will be judged by an independent panel of international search experts, all speakers of previous or upcoming editions of Friends of Search.


Barry Adams

Barry Adams

Founder & SEO consulant | Polemic Digital
Barry Adams has building and ranking websites since 1998. Over the years he's honed his skills in a wide range of businesses, from small agencies to Fortune 500 multinationals. In 2014 Barry founded SEO consultancy Polemic Digital, delivering specialised SEO services to clients such as the UK's most-read newspapers The Sun and the Daily Mail and America's most popular news channel Fox News. In addition to his consulting work, Barry lectures on SEO and digital marketing for several universities and travels the world to speak at digital conferences. He also serves as chief editor at award-winning European digital marketing blog State of Digital, and is on the judging panel for the annual European, US Search & Friends of Search Awards.

Linda Hogenes

Owner (Technical) SEO | Coolblue
Linda Hogenes is the head of SEO at Coolblue, one of the biggest e-commerce companies in the Netherlands and Belgium. Her two biggest projects in the past 5 years at Coolblue were migrating 360 separate domains (such as into and and adding a French and English version to the website. In total, she has been working in SEO & digital marketing since 2010.

Marcus Tober

Chief Innovation Officer | Searchmetrics
Well known in SEO circles as an innovative thinker and the founder of Searchmetrics, Marcus Tober also founded Ecards and More, one of the largest German online greeting card companies. When Marcus sold a majority share of the company in 2008 to Rocket Internet, it had as many as 180,000 unique visitors per day. When Marcus began in earnest to develop search analytics software, search engine optimization was a little like panning for gold in the Hudson River. With his comprehensive approach he quickly became one of the leading minds in the nascent field of search engine optimization. In 2005, Marcus founded his first SEO company, which became Searchmetrics in 2007. A self-described Big Data and stats geek, Marcus is frequently asked to comment on trends in the industry. Every time Google makes a significant change to its algorithm—think Panda—or upsets the apple cart with ideas like secure search, Marcus is in demand. And he doesn’t mind ruffling some feathers with his opinions.“I’ve never been a ‘me too’ guy. I always want to give new technology a try even when it’s disruptive. My focus for Searchmetrics is to be top-notch in everything: software, team, motivation and spirit.”


Areej AbuAli

SEO Manager | Zoopla
Areej is SEO Manager at Zoopla where she focuses on all things technical and on-site SEO. She is the founder of the Women in Tech SEO community which is a support network aimed for women in the Technical SEO field. She has been in the industry for the past 6 years, has spoken at BrightonSEO and MozCon and is a UK Search Awards judge.