Judging Criteria

After the entry deadline the judging panel will be given access to read your submission and view your images, videos and links. The judging panel will only read and use the entries for the purposes of the judging and are required to sign NDAs.

The judging panel will be looking for evidence of:

  • Clear strategic thinking
  • Innovation
  • Effectiveness
  • Tangible results
  • Clarity and Transparancy
  • Responsible & Privacy-minded data use 

The top 3 submissions will be published at our website, including jury report. 


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 laptopshop.nl) into coolblue.nl and coolblue.be 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.


Frederick Vallaeyes

Frederick Vallaeys

Cofounding CEO | Optmyzr
Frederick (Fred) Vallaeys is a Silicon Valley entrepreneur, author and leading influencer in pay-per-click search marketing. One of Google’s first 500 employees, he helped pioneer PPC marketing as the company’s first AdWords Evangelist. Today he serves as Co-Founding CEO of Optmyzr, a leading and award-winning PPC management software system. A sought-after industry thought leader, he contributes to leading marketing publications and conferences, and is routinely called upon by journalists, writers and podcasters for his industry insight and vision.

Kate Adams

Head of Media & Measurement Specialists NL | Google
Kate started her career at Google 11 years ago as a Search Specialist. Consulting advertisers and agencies on the best Google Search set-up and features to maximise campaign performance. After 4 years she moved into an EMEA wide product role. Managing the launches and implementation of Search & Display products in the Nordics and Benelux markets, whilst building close relationships with Google's global product teams. 3 years ago Kate joined the Google NL Management Team and founded the Product Specialist team. Helping shape the strategy of the Google NL business and leading this team containing the most specialised experts in Google's Measurement, Search, Display & Video products. Main ambition being to ensure the best implementation and usage of Google's advertising products in close collaboration with key partners in the NL market. Even though Kate's scope has widened across the full suite of advertising products, she remains a Search girl at heart. Passionate about the advances in technology and how Search has evolved into the high performance channel it is today. Kate's excited to be back as a judge at Friends of Search after presenting at the 1st edition in 2014. Prior to Google Kate worked for an international recruitment company in the Oil & Gas industry and studied Communications at the University of Amsterdam.

Denise Scheel

Denise Scheel

Sr. EMEA Partner Marketing Lead | Microsoft
Denise Scheel is Sr. EMEA Partner Marketing Lead at Microsoft based in Germany. She started her Online Advertising career in 2007 working with Display Advertising and has since moved on to Search Advertising. From the beginning she has been a passionate Bing Fan. With more than 12 years of marketing experience in different roles across Communications, PR, Product Marketing and SMB Audience Marketing, she now leads the Microsoft Advertising Partner Program for the European region. Denise holds a Master in Applied Media Science (Diploma) and loves to coach and help others to find their full potential.

Brad Geddes

Brad Geddes

Co founder - AdAlysis
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, a PPC recommendation engine. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program. Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include Amazon, Yahoo, Thomson Reuters, Salesforce, Google, FindLaw, and the Washington Post. One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate marketers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.