Friends of Search 2026

Friends of Search will return for its 13th edition on March 12, 2026, at the Kromhouthal in Amsterdam. Organized by DDMA and VIA, the event draws over 700 attendees each year, making it one of the largest search-focused conferences in Europe.

It brings together consultants, marketers, and businesses to explore the latest developments in SEO and SEA through expert-led sessions and networking opportunities.

The program covers a wide range of topics central to search marketing. In SEO, sessions will focus on e-commerce optimization, E-E-A-T, and technical implementations, while SEA content will include Performance Max, first-party data, automation, Google Shopping, and bidding strategies.

The event emphasizes exclusive insights and actionable takeaways, providing attendees with knowledge not readily available in open forums or online resources.

The venue itself is a highlight: the Kromhouthal, a former industrial warehouse in Amsterdam North, retains its raw character with steel structures, cranes, and a 15-meter-high ceiling. Its 3,500-square-meter space and location on the IJ waterfront offer a striking backdrop with panoramic views of the city.

Accessibility is straightforward, with free shuttle services from Amsterdam Central Station’s IJplein ferry stop and Noorderpark metro station, along with on-site and nearby parking.

Beyond the sessions, Friends of Search fosters community through networking, informal discussions, and convenient amenities. Drinks and snacks are part of the program, and attendees traveling from outside Amsterdam can stay at the Holiday Inn Express, located directly across from the venue.

For professionals working in SEO, PPC, or broader online marketing, Friends of Search has become a central event in the Benelux search landscape.

Speakers at Friends of Search 2026

The following speakers have been announced so far:

Brodie Clark (Independent SEO Consultant at Brodie Clark Consulting)
Duane Brown (CEO & Head of Strategy at Take Some Risk Inc.)
Kirk Williams (Owner at ZATO)
Krishna Madhavan (Principal Product Manager at Microsoft AI, Bing)
Amy Hebdon (Google Ads Conversion Expert and Founder at Paid Search Magic)
Gianluca Fiorelli (Strategic & International SEO Consultant)
Jes Scholz (Organic Marketing Consultant & SEO Futurist at JesScholz Consulting)
Jono Alderson (Independent Technical SEO Consultant)
Aleyda Solis (Founder & International SEO Consultant at Orainti)
Cindy Ebner (Head of Paid Search at KKP GmbH)
Ameet Khabra (Owner & Founder at Hop Skip Media)
Ymke van den Enden (Performance Marketing Specialist at Rituals)
Yannic van Overbeeke (Manager Digital Paid Media at Rituals)
Micaela Grau (Account Manager at Google)
Lisanne Reijnders (SEO Specialist at bol)
Oliver Kiderle (Product Manager at Google)
Tanja Winterberg (Head of Search+, Northern Europe at Google)
Sven Molenaar (Technical SEO Expert at bol)
Helen Pollitt (Director of SEO at Getty Images)
Barry Adams (Moderator, Founder & SEO Consultant at Polemic Digital)
Reuben Milne (Moderator at Friends of Search)

Recap of the previous edition: