Friends of Search 2027 Amsterdam

Friends of Search is a one-day conference in Amsterdam about search marketing, covering both organic SEO and paid search. The Friends of Search Awards presented on the day are an initiative of the Dutch industry associations DDMA and VIA Netherlands, and the organiser describes the event as one of the largest search conferences in Europe. The 2027 edition takes place on 11 March 2027 at The Kromhouthal in Amsterdam. The audience is made up of SEO and PPC specialists, content marketers and copywriters, developers, campaign and online marketers, advertising consultants and digital marketing managers. The 2026 edition drew more than 700 people, the 2025 and 2024 editions more than 750 each, and the 2020 edition, split between Amsterdam and Brussels, close to 900. Speakers and a session schedule for 2027 have not been published yet. The organiser has named the themes instead. On the organic side these are e-commerce SEO, E-E-A-T and technical SEO work; on the paid side, Performance Max, Google Shopping, automation, bidding strategy and the use of first-party data. As a guide to the level, the 2026 line-up featured Aleyda Solis on how brands stay visible in AI-driven search, Jono Alderson on measurement and Frederick Vallaeys on vibe coding for marketers. The day also hosts the Friends of Search Awards, now accepting 2027 entries for Best SEO and Best PPC. Channable and Dentsu are among the sponsors listed so far. Early-bird pricing closed on 2 November 2026. A standard visitor ticket now costs €590 excluding VAT, or €460 for people employed by a DDMA or VIA member organisation. VAT and a €15 administration fee are added to both prices. For affiliates and media buyers the fit is indirect. The subject is search itself, not affiliate marketing, and none of the announced themes mentions gambling, crypto or another affiliate vertical. The event is most relevant to content affiliates whose traffic depends on SEO, and to media buyers running Google Ads, Shopping or Performance Max campaigns who want practitioner-level detail on automation, bidding and measurement. The published format is a single day of talks plus the awards, and no programme beyond that has been announced yet.