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The Commentary are opinion pieces and look at how the digital industry is developing. It hands you as a reader the ideas for the future. Where are things heading, what is important? Our specially selected columnists will once a week enlighten you with what the future will bring and how you can act on it. Every week a different columnist will give you her or his opinion.


Find the latest commentaries:

[post_list name=”fridaycommtry”] by Andrew Girdwood

Meet our commentators


Andrew Girdwood


A blogger and a self-confessed digital marketing geek, Andrew dedicates his time to understanding What’s Next in digital marketing and sharing that knowledge with clients and colleagues. With a strong digital media background, acquired after a decade at the forefront of the industry, Andrew’s knowledge and interest ranges from search and display to affiliates, social media, ad exchanges and demand-side platforms.

Twitter – Website

Andrew’s latest commentary: Boutique or Broad? Finding your perfect agency partner

Jon-HenshawJon Henshaw

Jon Henshaw is the co-founder of Raven Internet Marketing Tools, an online marketing management and reporting platform. He has been involved with website development and Internet strategy since 1995. Before Raven, he worked as an Interaction Designer for Visa in Denver, CO, where he helped develop Web applications for their consumer and corporate customers. Prior to working at Visa, he was the lead designer and product manager for an Internet startup company that provided a web-based CRM and project management tools for non-profit organizations.

  Twitter – Website


Sara-CliftonSara Clifton

Sara Clifton has a degree in international marketing and has practised global digital marketing and is specialised in integrating search with the overall marketing plan. She has more than 15 years experience in conducting high level strategic and digital consultancy for clients like Samsung, IBM, Sony and BabyBjörn and more. She successfully runs her 6 year old company; Search Integration, that specialises in digital media, search and analytics. Sara has spoken and moderated at several conferences including SES & SMX in EMEA, IQPC Singapore and Dubai and has lectured at the UCL (University College London).
Sara lives and works with her husband Brian Clifton who runs the analytics team of Search Integration and an author of the best selling book, Advanced Web Metrics with Google Analytics.

Twitter – Website

Sarah’s latest commentary: Data Insights Or Cornflakes – What do you Base your Decisions on?

hannah-smithHannah Smith

Hannah Smith is a Content Strategist for Distilled. She has worked across a variety of marketing disciplines including offline (point of sale, press advertising, direct mail & sponsorship), SEO, and paid search. She speaks at various industry events including MozCon, SearchLove, SMX, The Content Marketing Show, Brighton SEO and Think Visibility.


 Twitter – Website

 Hannah’s latest commentary: Beverly Hills 90210 & Belonging – Content that Lets People Define Themselves

bastian-grimmBastian Grimm

Bastian Grimm is founder and managing partner of Grimm Digital. Having a background in software development, nowadays he works as online marketing consultant with a strong focus on SEO. With his company, he specializes in international SEO strategy- & management consulting as well as online marketing trainings and workshops. Grimm also co-runs Ads2people, a full-service performance marketing agency based in Berlin, Germany where he heads the SEO department as the VP of Search. Prior to running his own companies, Bastian set up and trained in-house SEO teams for brands like Fox Mobile Group (Jamba, Bitbop & iLove) and oversaw their SEO activities in 25+ countries and for 100+ websites.

 Twitter – Website

Bastian’s latest commentary: Traffic as Quality Indicator: What’s next in Link Evaluation?

Matt-RobertsMatt Roberts

Matt Roberts is the Co-Founder & VP of Product, Linkdex. Matt began his marketing career 20 years ago in direct marketing agencies, before progressing into digital marketing. Even when the dot com bubble burst, he continued to immerse himself in all things SEO. Over the past 9 years he’s trained SEO teams, created in-house agency search technology and worked with brilliant brands, before becoming a founding member of the Linkdex team and managing product development.

  Twitter – Website

Matts’ latest commentary: CMO’s: It’s Time to Re-think SEO

chris-boggsChris Boggs

Chris Boggs is a specialist with 13 years of experience in online marketing, with emphasis on search engine optimization, social media and paid search advertising. After starting in the field of health insurance, Chris has worked as an independent consultant and with agencies including Avenue A | Razorfish and Rosetta. His daily mantra is to promote effective integration between online marketing campaigns and design, user experience, and conversion optimization best practices. Chris has worked in search engine marketing within all major industries including extensively in healthcare/pharmaceutical, financial services, consumer products and retail, and B2B. Chris has served on the Board of Directors of SEMPO.org, the Search Marketing Professional’s Organization, since 2006, as President 2010-2012 and Chairman 2012-2013. He also serves on the SES Advisory Board and writes for Search Engine Watch and the Internet Marketing Ninjas Blog.

Twitter – Website

 Chris’ latest commentary: The Current State of SEO by Business Function

Jose-TruchadoJose Truchado

Jose Truchado has spent over 18 years leading, training and developing teams specially in the Online Marketing sector, including his own European technology company which he lead for more than 10 years. Jose combines his experience in leadership with his passion for team dynamics and performance to help leaders in the Online Marketing industry maximise their leadership skills. He works with individuals and groups to help people understand each other better, accept and accommodate differences and set meaningful goals for business success. He speaks at international conferences on the importance of relationships in business development and marketing. Apart from his extensive experience in Online Marketing Jose is an accredited Executive Coach and Myers Briggs (Step I and Step II) practitioner.

  Twitter – Website

benBen Norman

Ben Norman is the CEO & Founder of Koozai, a leading digital marketing agency based in the UK. Ben has authored several SEO books that have sold in excess of 50,000 copies worldwide and has been featured in various media publications, including the BBC and SKY News. Ben also speaks at leading conferences in the UK and Ireland including SES London and Learn Inbound.

Being involved in the evolution of search for over 10 years he has adopted a forward thinking approach to try and stay ahead of the curve rather than chase it.

Twitter Koozai


paddy-mooganPaddy Moogan

Paddy Moogan is an SEO Consultant working for Distilled in their London office. He manages campaigns for a number of clients across a range of industries as well as managing one of the internal SEO teams at Distilled. He has also spoken at various UK SEO conferences including Think Visibility, LinkLove, SES and SAScon.


 Twitter – Website


J-P-De-ClerckJ-P De Clerck

J-P De Clerck is a 360° customer-centric business and marketing consultant, strategist and trainer. He is managing partner of i-SCOOP. You can follow him on Twitter via @conversionation. Connect on Google+ via +J-P De Clerck.


Twitter – Website


nick-garnerNick Garner

Nick Garner is CEO of 90 Digital, the SEO agency based on London & Leeds. He is a judge on the UK and European Search Awards and a regular conference speaker. He thinks SEO is about understanding people & having win win relationships, creative thinking, data and finally Google (in that order!).


 Twitter – Website


Kevin-GibbonsKevin Gibbons

Kevin is the UK Managing Director of BlueGlass Interactive. Kevin is well-known within the search industry, having been involved in online marketing for the last 10 years and frequently speaks at leading events and writing for digital industry blogs such as Econsultancy and Search Engine Watch.

 Twitter – Website



barry-adamsBarry Adams

Barry Adams is one of the editors of State of Digital and is the Digital Director at The Tomorrow Lab in Belfast, where he leads an expert team providing web development and digital marketing services for a wide range of clients across Ireland and the UK.


Twitter – Website

Barry’s latest commentary: A Crossroads for Marketing – The Ethics of Neuromarketing

andy-bettsAndy Betts

Andy Betts has worked in search marketing from its conception in the UK. In the past 12 years Andy has worked for, and with, many of the world’s largest agencies and brands helping formulate marketing, business, and search strategies for companies such as Apple, HP, HSBC, United Airlines, Lexis Nexis, and Saxo Bank. Andy has also spent considerable time consulting in Europe, APAC, and in the USA working with Google, Performics, Publicis and Dentsu. Andy also consultants for many search and digital technology startups, agencies, and direct advertisers on sales and marketing.

  Twitter – Website

Bas-van-den-BeldBas van den Beld

Bas van den Beld is a well known Online Marketing Strategist, trainer and speaker. Bas is widely considered to be an expert and influential on Internet Marketing, Social Marketing and Search Marketing worldwide and especially Europe. Bas is the founder and owner of State of Digital Bas is a two times winner of the Speaker Medaillon on the International Search Summit, voted best speaker in Karaj, Iran and was voted amongst the Top Influential Marketers in the UK. Bas consults with several type of companies on implementation of strategic Internet Marketing and provides training in Search Engine Marketing, Social Media in the organisation, and Social Marketing and Influence Marketing related topics. Bas also consults for agencies and brands helping them determine the right online business strategy and connecting them to the right influential people.

Twitter – Website