Dominik M. Schwarz

Dominik Schwarz presents
In-house SEO Masterclass

Everything I've learned in 15+ years of leading and consulting world-class SEO teams in a condensed, cohort-based executive training for C-Level, VPs and Directors (of product, marketing, or tech) and ambitious SEO Managers. PS: There's a twist✨!

1 class. 4 sessions. 50+ office hours. 0 blah.

Dominik Schwarz
Maybe the only exec training on SEO strategy written by s/o with a decade+ in-house experience.

Why this In-house SEO Masterclass?

1. First, because there’s simply little to no trustworthy, neutral, or up-to-date resource on in-house SEO available. Most of the online resources are created with the intention of selling — and depending on what the author is selling the presented solutions look alike. And in academia, nearly all published papers are simply outdated — at best. So no, there‘s simply no great go-to destination yet to learn the strategies behind successful in-house SEO. Until now.

2. Second, experts of all stripes tend to speak in jargon. I understand why this happens, but as we try to escape the SEO bubble and pursue growth beyond the limits of the dying, traditional SEO way of doing things, jargon is counterproductive. My masterclass is, amongst others, about finding on a strategic level a common language across the board of business stakeholders.

3. And third (not being a jab against anyone), wouldn‘t it be an advantage to learn strategic in-house SEO from someone who actually has a proven track record in exactly that? I bring 15 years of management experience into this masterclass and served as maybe the world‘s first Chief Inbound Officer in a company we grew from startup to IPO and made north of 300.000.000 € GBV via organic traffic along the way. My rarely published insights became a blueprint for successful companies throughout Europe and now it‘s time to tell the full story.

I'm looking so much forward to this,
— Dominik

Jump right to → Curriculum · → About me · → Pricing · → Application

  • This Masterclass is not about SEO methods or tactics. You won't learn which Google algorithm update recently happened, we won't talk about meta title optimization or discuss ranking factors. You and your team know all of that. Instead, we'll talk high level SEO strategy — and how to define and execute it successfully.
  • We'll also talk about how SEO can be deeply integrated into the organization. Why SEO needs a seat on the table of the big ones — and how to get there. We'll talk about setting up SEO strategies that last. We talk about stakeholder management and which mental models can guide us. We talk about why SEO is dead but at the same time alive and kicking. And what might happen in times of AI.
  • But in reality, we only have one topic: How do we transform SEO work in the most efficient, effective way into revenue 💸 — in a predictable, reliable, and for your business meaningful way.

Curriculum

This Masterclass was created for advanced professionals. My goal is to impart knowledge in the most condensed way possible and yet leave enough room to answer all questions along the way — even long after the last session. Here's how:

1.) The In-house SEO Masterclass is live and remote.
For the live sessions, we'll meet in Zoom.

2.) The In-house SEO Masterclass is cohort-based.
Small groups of people who are in the exact same situation as you.

3.) The In-house SEO Masterclass is not (only) for SEO people.
Zero SEO knowledge needed to join: This Masterclass is about cross-functional (SEO) business strategies. Product people, designers, devs, business managers et al. are not only welcome but might even derive the most incremental value from attending.

4.) The In-house SEO Masterclass is strategy-focussed.
I'll provide you with the toolset and mental models of how to formulate a compelling organic search strategy for your company that resonates with people outside of the SEO department.

5.) The In-house SEO Masterclass accompanies you for 2 years.
The theory is easy, but the implementation is hard: That's why you can dial in every month to discuss your current challenge. For two full years.

Live Session 1

In the first live session, we delve deeply into in-house SEO strategy, focusing on the fundamental workings of search and applying first-principle thinking to break free from reactive approaches. We explore the mental models crucial for establishing a solid foundation, setting the stage for all subsequent strategies and actions in the SEO process.

Chapters of live session 1:

  1. Introduction
    1. Masterclass Objective
    2. Housekeeping Details
    3. Licensing Agreement
    4. Masterclass Structure
  2. In-house SEO in the context of digital value creation
    1. Introduction to Organic Visibility
    2. Search Engine Marketing: A Special Case Among the Mass Media
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      2. The Compounding Effect of SEO
      3. Two Paradigm Shifts in an Evolving Internet Economy
    3. Addressing SEO as a Resolved Problem
      1. Helpful and Harmful Research
      2. Defining the Playing Field
        1. The Concept of Bid-Based Search Engines
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        3. Network Effects in Search
      3. Factors Influencing Organic Visibility
      4. Misconceptions About "the Algorithm" in Ranking and Re-ranking
        1. How the false concept of "The Algorithm" harms
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        3. Holistic Factors Influencing Visibility
      5. “The Champions” Concept
      6. The Detriment of Treating SEO as a Marketing Channel
      7. The Three Environments of SEO and Their Influencing Variables
    4. First Principle Thinking in SEO Strategy
      1. SEO First Principles
      2. Understanding User Intent vs. Keywords vs. Pages
      3. Debunking Three Common Keyword Misconceptions
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      7. Why SEO Fails
    5. In-house SEO and Google: A relationship of dependency
      1. Google's Intentions and Political Goals
      2. Strategy of Obfuscation
      3. Interpreting Google's Statements
      4. Analyzing Google Updates
      5. Google's Vertical Search and Its Monopoly

37 chapters • 120 mins • live Q&A afterwards • optional: homework

Live Session 2

In the second live session of the masterclass, we concentrate on establishing the right goals for in-house SEO and explore various growth strategy options. This includes how to develop concrete strategies and effectively communicate and sell these ideas to stakeholders, ensuring alignment and support for SEO initiatives.

Chapters of live session 2:

  1. In-house SEO Goal Definition
    1. Aspirations and Objectives
    2. Deriving SEO Goals from Company Objectives
    3. Inventory, Demand, and Supply Theory in SEO
      1. The Inventory Theory in SEO
      2. Demand Theory in SEO
      3. The Supply Theory in SEO
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  2. In-house SEO Growths Strategies
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    2. Special Focus: Growth through Internationalization
    3. Special Focus: Growth through Mergers and Acquisitions
  3. Developing a Concrete In-House SEO Strategy
    1. Adapting SEO Strategies for Different Stages
    2. The Intelligence Agency Paradox in SEO
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    6. Identifying and Leveraging Unique SEO Moats
  4. Presenting In-House SEO Strategies
    1. The False Self-Conception of SEOs
    2. The Impact of SEO Jargon on Business
    3. Building Political Capital
    4. Comprehensive Stakeholder Management in In-house SEO
      1. In-house SEO & C-Level
      2. In-house SEO and Department Manager Relations
      3. Collaboration Between In-house SEO and Editorial Teams
      4. In-house SEO and IT/Development Collaboration
      5. In-house SEO and Design Interactions
      6. In-house SEO within Its Own Department
      7. In-house SEO and Product Management Synergy
      8. In-house SEO and Marketing
      9. In-house SEO and Other Departments
    5. Forecasting in SEO: Predictions and Trends

32 chapters • 120 mins • live Q&A afterwards • optional: homework

Live Session 3

The third live session of the masterclass focuses on the practical aspects of implementation, discussing what strategies in SEO work, what doesn't, and the reasons behind these outcomes. We delve into mental models for setting priorities and explore proven strategies to enhance the effectiveness of SEO implementation.

Chapters of live session 3:

  1. Implementing In-House SEO Strategy
    1. Common Pitfalls in XZO Smimplxtan
    2. Mental Models and Tools for Prioritization
    3. Concept of Ager Ps Aannet Undlesb
    4. Theory of Aqw Pualilp Auorinp
    5. Managing Dependencies in SEO
    6. Transforming the Entire Company into SEO Contributors
    7. Executing SEO Projects with the Management Cycle
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    8. The Concept of SEO Velocity
    9. Proven Strategies: Tasd Ynd Nwotitp Toncepoks
    10. Proven Strategies: Content Repurposing
    11. Proven Strategies: PR and Link Building
    12. Outsourcing in SEO
      1. What Can and Cannot be Outsourced?
      2. Solving the Principal-Agent Problem in SEO
      3. Winding ZEO Fervice Srividers
      4. Lecting SSEO Serfice Provilects
      5. Nanaging MSEO Sivice Previders
      6. Villing BEOSeerfice Providets
      7. SEO Tooling

23 chapters • 120 mins • live Q&A afterwards • optional: homework

Live Session 4

In the fourth live session, the masterclass shifts to measuring SEO success, outlining effective methods for tracking and evaluating SEO performance. It also covers strategies for building and retaining a high-performing SEO team and concludes with insights into the future trends and developments in the field of SEO.

Chapters of live session 4:

  1. Assessing and Measuring the Success of In-House SEO Strategies
    1. The Cause and Effect Dilemma in SEO
    2. Experimentation and A/B Testing in SEO
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    5. The Importance and Utility of SEO Reports
  2. In-house SEO Within the Organizational Structure
    1. Position of SEOs in the organization
    2. Building Effective SEO Teams
    3. Ongoing Education and Training for In-House SEOs
    4. Showing presence
    5. In-house SEO Career Paths and Opportunities
  3. The Future of In-house SEO
    1. SEO in the Context of Artificial Intelligence
      1. The Impact of AI on SEO
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      3. Glooble's SEMP Churges Yn Tronseep Fo EI
    2. Future Predictions for SEO Evolution
    3. Challenges and Opportunities in Future In-House SEO
  4. Outro
    1. Why SEO Fails (no longer)
    2. Continuation and Next Steps
  5. Appendix and Additional Resources
    1. Thü Xan-Pouze ZEO Nansefto
    2. Sources and Further Reading
    3. Acknowledgments and Credits

18 chapters • 120 mins • live Q&A afterwards

The Twist: Monthly Office Hours

The theory sounds simple, but the implementation can be difficult. However, after our four live sessions, you won't be alone. Over the next two years, there will be monthly office hours that you can dial in to, if you like, and discuss the challenges you are currently facing.

  • Monthly office hours, during working hours
  • Easy Zoom room to dial in, exclusively for alumni
  • ~2 hours min.
  • great to ask questions and get feedback from me and peers
  • long-term support: two years of monthly office hours guaranteed

Think of it as your sounding board, mentorship, and consulting hotline jour-fixe. A second opinion before situations arise that make a second opinion necessary.

Who should join and why

The In-house SEO Masterclass was crafted for many different use cases - but not all. Some types of companies will benefit more than others, therefore I carefully select the participants.

Every single attendee deserves to be fully satisfied, that's why I on top offer a 100% money-back guarantee. And ultimately my reputation is all I thrive on — so I depend on enthusiastic students and their recommendations. The application-based setup makes sure, our goals and interests are fully aligned.

This Masterclass is made for companies with:

  • an e-commerce model

    (vs. ad-based businesses, agencies, consultants, ...)

  • 100+ employees and a mature organization

    (vs. two people with a dream, ...)

  • meaningful marketing operation

    (vs. »can't afford anything«, ...)

  • willingness to change when needed

    (vs. »can't change that« mindset, ... )

Bonus (but no requirement)

  • Your company established a strong brand or is about to become one.
  • The strategic importance of organic search traffic is already established.
  • There's already a dedicated team responsible for organic search success.
Is this Masterclass suitable for Start-Ups?

The strategies discussed in this Masterclass are extremely valuable to be known from the start. Founders and Day-One Teams starting with the knowledge from this masterclass do have a competitive advantage.

However, for small organizations, a fair share of action points become relevant only at a later point and the majority of immediate take-aways from the masterclass will be »things not to do».

My goal is to avoid any potential frustration and in some cases, operational SEO training or not focussing on SEO at all can be the smarter choice for early-stage companies. If you wonder if the In-house SEO Masterclass is for you I offer a call where we figure out what's the right thing to do for your individual situation. Just get in contact with me.

Typical Participants

These are typical situations and use cases when people decide to join the masterclass.

You are the CEO.

You figured out PMF. You’ve got VC. And now you‘re ready to scale big time. Your goal: subsidizing your paid channels with organic traffic to lower CAC.

→ Join along your Product Manager and CMO and each of you get firsthand a deep understanding of how to strategically steer the company towards over-proportional growth. The one-time investment of 10k Euro for all three of you together comes on top with 50+ hours of office hours — try to get that value for money from a top agency.

You are the Lead Product Manager.

You love creating products for real people, and you're good at it. However, marketers are coming at you with conflicting requests. Do the PCC and SEO departments really need two different landing pages? How can the nonsense that the SEO experts suggest benefit the user? Should I even bother?

→ Join together with your two key marketing stakeholders and develop a common understanding and language. Chances are, you want exactly the same thing. In this masterclass, we will bridge potential differences in perspective to create clarity and productivity. For around 10,000 euros, you not only invest in the further development of your collaboration. You also get a sounding board as well as space for a profound second opinion for all kinds of potential internal controversies down the road - with 24 sessions of office hours over the next two years.

You are the Director SEO.

And yet, not part of the group of people of make the important decisions. How is that possible, the company is thriving on the back of the organic traffic you bring in. Will there ever be a seat on the table for you?

→ Join and receive unique executive training on how to think and act at C-level. Meet other people like you, equally hungry for more input on how to thrive as SEO and ready for the next step. And last but not least: utilize two years of feedback, support, and hands-on advice for real-life situations (for an investment as low as one random marketing experiment).

You lead a rockstar SEO team.

Your people are skilled and well trained and because of your good work and results, you got your support from the Management. But you want to move faster, want your team to act more strategically, less opportunistic. Operational SEO workshops won‘t do the job but you also haven’t found a place yet, where your team of seven experts could learn about the shortcuts to the path upwards.

→ Join along with your full team and create a lasting learning experience for and with them. Be amazed by what’s possible if everyone is in the same state of knowledge. Accelerate your SEO operation for all 7 people for as little as 14k Euro one-time investment and benefit from a kickstart masterclass and two years of ongoing expert conversation and community.

You are in Venture Capital.

Your company backs some of the most promising startups and while they do not have large operations and brands yet, they soon will. But some of the (alleged) small mistakes they will make along the way will grow together with the company and become heavy and costly debt later — not even mention the opportunity costs. The SEO experts you recommend come and go, but the initial excitement about the channel tends to cool down quite quickly and the outcome of all the audits you ran is unclear. Is SEO something your teams should invent into at all, isn't organic search dead anyway?

→ Counterintuitively in most cases, my advice for startups is not to start with SEO on day one. In an environment with tight resources, it’s just reasonable to focus on short- and mid-term impact areas.

However: Companies that set up their org, their processes, and their tech stack early and well and in line with modern SEO requirements do have an unfair advantage against companies that don’t.

There are tons of low or no-cost decisions to make that will decide now about how well your organic traffic strategy will work later down the road. I’ll tell you which ones matter.

Gift your founder teams access to the In-house SEO Masterclass and unlock their full organic growth potential. I’ll accompany them for two years with monthly office hours and am looking forward to their questions.

About Dominik

Dominik Schwarz
Hello and Grüßgott.
  • 🤓 I guess, I am what other people call a nerd. Understanding systems and patterns behind things excites me. I love to build, create, and teach.
  • 👨🏻‍💻 In my career so far I held positions spanning from solo entrepreneur to C-level of a publicly traded tech company. I’ve talked with mom-and-pop shop owners about SEO as well as with venture capitalists, 1:1 with managers as well as in front of 16.000 co-workers.
  • 🚀 I built my first website in 1998. It’s still live. Other web projects of mine made it to the front doors of Reddit and hackernews.
  • 🦕 In my spare time I pursue my interests, which mostly revolve somehow around Wikipedia, pyramids, and dinosaurs.
  • 👨‍👩‍👧‍👧 I’m married and my wonderful wife and I raise two girls, born in 2020 and 2022, in Berlin, Germany.

Career

HomeToGo
HomeToGo, IPO day 2021

Berlin, 2015 – 2022

Chief Inbound Officer (CIO), HomeToGo

In 2015 I joined vacation rental platform HomeToGo as one of the first employees.

We grew the company to 12+ brands, 600+ employees and IPO‘ed in 2021 at an evaluation north of 1 Billion Euro at that point.

Organic traffic and the team’s excellent execution of my inbound marketing strategy vision have been one key pillar of this growth story and have become a blueprint for many other companies.

SEO contribution during my time at HomeToGo: 300.000.000+ € GBV.

I’ll be forever grateful for having had the chance to pursue what I believe in with trust, backing and the highest degree of freedom.

KAYAK
KAYAK

Zurich, Boston, Berlin, 2012 – 2015

Director SEO Europe, KAYAK

I served as KAYAK’s first SEO ever, reporting directly to the CTO.

The multi-brand/multi-language foundations the team and I built all still and to this date crucial SEO infrastructure, some still unparalleled in my opinion.

Never I have learned more about scaling, speed, ambition, and why US companies often win than during my time here — I still benefit every single day.

Independent SEO/Growth Consultant
Independent SEO and Growth Consultant

20th Century - date

Independent SEO/Growth Consultant

I’ve been blessed being able to have and had the chance to work with some of the smartest, most ambitious (and interestingly enough kindest and most humble) people I’ve ever met — for household name brands and hidden champions.

The insight I got during the mostly long-term consulting processes broadened my horizons tremendously.

🎓 Education

I'm working on an MBA of Digital Business & Innovation from the Middlesex University, London and plan to graduate with a master thesis on in-house SEO.

🏆 Awards

For what it’s good for: I received some SEO awards.

👨🏻‍🏫 Capacity Building

This masterclass, though, is the very first time I will talk about my end-to-end SEO strategy playbook.

👍 References

The In-house SEO Masterclass is brand new and testimonials and the first reviews of the program are about to come in. In the meantime, check out what people say in general about my work.

Pricing

In-house SEO Masterclass

The Organic Search Executive Education Program for Founders, C-level, VPs and Directors (of product, marketing or tech) and ambitious SEO Managers.

5.158 Euro +19% VAT
per participant.

  • one-time payment
  • all included, zero upsell
  • 4 live sessions
  • 4 Q&A sessions
  • community access
  • 50+ office hours consulting over 2 years
  • 50% discount for the second participant from the same company.
  • 75% discount for the third+ participant from the same company.
Example

You're CPO and you join along with your Director of SEO as well as their two most senior team members. The total cost to efficiently & effectively align you + three stakeholders on a proven set of strategies is around 10k Euro.

Access for 4 people of the same company:
1×5.158 € + 1×2.579 € + 2×1.289,50 € = 10.316 Euro

Finally a sustainable SEO strategy for less than
 

I am aware that internal stakeholders and gatekeepers might not immediately realize that even the implementation of one single learning from this masterclass creates a positive ROI. Here are some thoughts on this:

Money back guarantee

I offer a 100% money-back guarantee. In case you're not fully satisfied after the first live session I'll refund every single Euro.

Your risk is zero. In case you request a refund I'll politely ask for a call to understand your motivation and what I can improve. But even if you deny it, I'll refund you, period.

Education Budget vs. Consulting Budget

This masterclass comes with two years of »office hours«, a unique opportunity to discuss the latest updates of search as well as the challenges of the specific implementation with me and other masterclass participants once a month in a live session via Zoom: 50+ consulting hours, worth a multiple of the one time charge of this masterclass.

Get in contact with me and we'll figure out how we can make your participation work, given your individual approval process and guidelines.

Scholarship

Everything I know about SEO and Inbound Marketing I owe to people who put me into positions I wasn't fully qualified for yet when I started them. I'm grateful for the opportunities I was given and in this spirit, I'd like to support the next generation of experts.

Per masterclass cohort I'm sponsoring one 100% scholarship. If you meet the following requirements I'm looking forward to your application:

  • You're 30 or younger.
  • You have a proven track record in SEO.
  • You consider a career in SEO, marketing, product management, or tech.
How to apply for the scholarship simply
  • send me an e-mail with your CV and
  • attach in a form and format of your choice your top reasons, why you should be considered for the scholarship and
  • how it would make a difference for you and your professional career.

Please apply even if you think you might not fully match the criteria. How you think about your future is more important to me than your current and past experience.

Dates & Application

I'm looking forward to seeing you soon! Really, what could be more fun than talking about SEO for two years :) Shoot me your application, I'll review based on the criteria mentioned above and will get back to you within 24 hours.

Upcoming Dates

  • The next cohort starts in April 2024.

Apply now

Apply now for the next cohort, scale our organic growth, and get access to 50+ hours of office hours consulting. Let's go, your strategic advantage is just a click away 🙌

I‘m not ready yet, but please let me know when the next cohort starts.

Frequently Asked Questions

In which language does the Masterclass take place?

The masterclass will be held in English.

What exactly do I get?
  • 4 live sessions via Zoom (no recording!)
  • 4 Q&A sessions
  • community access
  • 50+ office hours consulting calls with the community over 2 years
Sounds all great. But is this Masterclass worth the investment?

I have a couple of thoughts on this topic:

  • One single implementation of a recommendation from this masterclass makes the attendance ROI-positive.
  • It's funny/sad how companies don't mind spending money on crazy paid marketing experiments but hesitate with SEO spend.
  • There's zero risk: I offer a money back guarantee in case you don't like the first live session.
  • The concept of this masterclass is not a one-off: I'll be your companion for 2 years and assist you with the implementation.

This Masterclass is the first time I openly talk about the strategy that created over 300.000.000 € GBV via SEO for my last employer. I'm absolutely sure there are at least some valuable insights for you.

Can I get a discount?
  • The second attendee from the same company receives a 50% discount, the third+ person from the same company gets a 75% discount. Check out the details.
  • You might be eligible to apply for the 100% scholarship.
Why should more than 1 person from a company join?

SEO is, if implemented correctly, a collection of processes and mindsets across the whole company. My experience shows: if the major stakeholders aren't on board, SEO simply never takes off.

That's why I created a pricing model that allows a larger group from a single organization to join this masterclass for a joint mission: to create an environment and to execute the right strategies for sustainable organic growth.

A CMO, an SEO expert, a product manager, and a developer team lead all have different questions and perspectives. This masterclass is - as I believe - the only executive training that's suitable for all the people in these roles and that's suitable for a joint learning experience that lasts.

Will the Masterclass teach what exact SEO tactic I should use?

No, the In-house SEO Masterclass is agnostic in the sense of what your exact beliefs, restrictions, and experiences are. This Masterclass is not about SEO methods, tactics, or ranking factors in the first place.

I'll teach you how to develop, sell, implement, and measure a sustainable SEO strategy, regardless of what exactly your strategy is. I'll provide you with the insides that will make you confident and more successful in your day-to-day work. I'll translate together with you the different languages and mental models of your stakeholders. We'll talk about strategic SEO management that will affect almost all departments of your organization.

How you will apply your new knowledge and if your key to visibility is more content or more backlinks is up to you. But I'm happy to challenge you on that over the two years of office hours we'll spend together.

Can I bring another person from my team to the office hours?

No, the Masterclass seats are personalized. One key value of this Masterclass is the contact with other people being in the same situation as you, facing the same challenges. Being part of this community will create an additional sounding board for your operational questions and can be a wonderful start for collaborations of all kinds.

Trust and consistency are key to that. Therefore only ticket owners can join the live sessions and office hours. However, second or third+ sign-ups from the same company are heavily discounted, consider joining as a team.

What are the payment terms? What's on the invoice?
  • You will receive an invoice for the full amount, payable in advance via wire transfer. My legal entity is a Germany-based GmbH.
  • The invoice will come with 19% VAT unless reverse charge is applicable.
  • The invoice will mention »Executive Training Online Marketing: in-House SEO Masterclass« and »50 hours of consulting (office hours)«

In case you need additional information on the invoice (like a vendor number, purchase order number, or similar) simply let me know.

I'm a consultant/I work for an agency. Can I join regardless?

Maybe. The masterclass is written for in-house experts and their in-house stakeholders. The participants gain value through the fact, that they can talk openly amongst peers and can use the office hours to network and exchange with people in the exact same situation then they are. In the spirit of maximizing this value, non-in-house experts can't join.

However, if there is enough demand, I'd consider running an agency & consultant-only edition of the masterclass as I believe service providers would benefit from a better understanding of their client's challenges. Let me know if I should put you on the waitlist.

References

The In-house SEO Masterclass is brand new and testimonials and the first reviews of the program are about to come in. In the meantime, read what industry peers, colleagues, managers, customers, partners, and friends say about my work in general.

Testimonials on each page load in random order. The job titles correspond to the respective positions the reference givers held at the time they wrote their testimonials. Thank you all so much!

Felix Zirkler
Felix Zirkler
Partner, TruVenturo
»Visionary, competent, eloquent - Dominik thinks content holistically instead of siloed and manages to to pick up and empower even non-specialists through deep expertise and clear communication.«
Tim Lemke
Tim Lemke
COO, Joblift
»Dominik has seen it all and permeates and lives SEO like no one else I know, while always being curious and trying things. It's a lot of fun to work with him!«
Astrid Kramer
Astrid Kramer
Founder, Astrid Kramer Consulting
»Whether Dominik is a great SEO? You can say that, if you understand SEO as what it should be: an interdisciplinary, constantly growing and changing discipline that combines technology, creativity and strategy. It's rare to find such inspiring all-rounders, where sound expertise, vision and an open mind go hand in hand. Chapeau.«
Abby Ohlheiser
Abby Ohlheiser
Journalist, The Washington Post
»Internet rando«
Peter Richarz
Peter Richarz
Managing Partner, Dieter von Holtzbrinck Ventures
»There are few people who have as much expertise in the field of strategic search engine optimization and digital product development as Dominik. His analyses get to the point, his presentations are entertaining and insightful, and last but not least: working together is always a great pleasure!«
Mareile Wölwer
Mareile Wölwer
Managing Director & Co- Founder, Vetevo
»Dominik sharpens the focus on setting up organic marketing in a really big, scalable and customer-centric way, both structurally and in terms of content.«
Kevin Indig
Kevin Indig
Director of SEO, Shopify
»Dominik is for me one of the most efficient SEOs in the scene, smartly positioned between product and organic search.«
Wouter Blok
Wouter Blok
VP Performance, GetYourGuide
»Dominik's approach to SEO is refreshing, if you follow his lead, you would not have an SEO team anymore. You'd have an organization that produces amazingly relevant and just enough content across all channels though, for all the use cases that matter to your company. Oh yeah, it will probably rank, too.«
Maximilian D. Muhr
Maximilian D. Muhr
Associate Director Marketing, Ringier
»Inspiration and role model: Dominik's ideas on inbound and SEO in the organizational structure of a company have successfully influenced me. In his presentations, he conveys complex knowledge and promotes the exchange with other experts through events. From his practical experience he knows how to do it and generously shares this valuable knowledge with us. Thank you!«"
Marcus Murawski
Marcus Murawski
Europe SEO Lead, SumUp
»Dominik's passion for SEO is truly inspiring. He is one of the best experts in the field that I had the pleasure to meet and learn from. Always friendly and helpful, Dominik's ambition to pioneer unique projects is fascinating as well as motivating to follow.«
Sascha Blank
Sascha Blank
Director Inbound Marketing, Urlaubsguru
»Down-to-earth, innovative, helpful and highly committed to making our industry a little better. Dominik has a vision I have rarely experienced and develops such visionary strategies. As a speaker he always delivers added value and explains complex things in simple terms. A great role model in every respect.«
Felix Beilharz
Felix Beilharz
Author & Keynote Speaker
»Dominik is Mr. Inhouse - there is no one else in the German-speaking world who brings even remotely as much experience and success to this complex topic as he does. The fact that he also has excellent SEO and marketing expertise, management skills and leadership competence has long been known in the industry. And that he's also an extremely fine guy to have around - anyone who's ever had a conversation with him knows that. That's why: If you have the chance for a conversation or even a collaboration with Dominik. take it. And thank him later.«
Eduard Protzel
Eduard Protzel
Director of Marketing Organic, Raisin
»Dominik is not only an excellent SEO himself, but also makes an incredibly important contribution to all in-house SEOs. He has repeatedly shown on various platforms how SEO has to be integrated within a company to be successful and has impressively confirmed this approach with the success of HomeToGo not only as successful but also as sustainable. In addition, he has repeatedly inspired me to question and reposition my own setup, both on a strategic and organizational level.«
Marcus Tandler
Marcus Tandler
Co-Founder & MD, Ryte
»Dominik is certainly one of the most experienced SEO experts I know. He has a wealth of experience with a deep understanding of the subject matter, both from a technical and marketing perspective. Good, better, Dominik!«
Benedikt Kirch
Benedikt Kirch
Team Lead SEO, OBI Next
»Dominik's hosted events, daily newsletter and analysis are some of the most important resources for the entire industry and a must for any and all ambitious in-house SEO.«
Alexander Holl
Alexander Holl
Founder & MD, 121WATT
»For me, Dominik is one of the best German search experience optimizers. And I deliberately didn't talk about search engine optimizers, because Dominik understood one thing very early on: thinking about SEO not from the search engine, but from the user. With this, Dominik helps to position SEO correctly with the role model HomeToGo. Not as a secret science, with magic tricks, but as a central (digital) marketing discipline. Between SMX and our own 121WATT podcast, I have come to personally appreciate Dominik again and again as a thoughtful visionary and at the same time pragmatic craftsman 100%. I look forward to our next exchange!«
Alexander Kaiser
Alexander Kaiser
Founder & MD, pooliestudios
»Dominik's expertise in SEO and digital marketing continues to inspire me after more than 10 years of working together. Unreserved recommendation!«
Kai Spriestersbach
Kai Spriestersbach
Owner, SEARCH ONE
»Dominik Schwarz is one of the few who does not let himself be limited by existing roles and job descriptions. He has managed, like hardly any other SEO in Germany, to define for himself what an in-house SEO can contribute to success in the company. I appreciate Dominik as an intelligent interlocutor for professional discussions and exceptionally structured thinking and acting person.«
Philipp Mackeprang
Philipp Mackeprang
Member Of The Board Of Advisors, Studydrive
»Dominik teaches strategic and holistic SEO like no one else!«
Annabelle Atchison
Annabelle Atchison
Head of Communications, IONOS
»Dominik is a great strategic sparring partner - even across industry boundaries. I really appreciate the professional exchange with him. As a communicator, he breaks new ground and actually thinks out of the box.«
Puran Bashir
Puran Bashir
Global Marketing Manager, Rising Media Ltd
»Dominik inspired the members of the Digital Excellence Circle (DEX) as a speaker and through his expertise in SEO. His exciting presentation on Google Core Web Vitals offered many insights and applicable learnings. As one of the few external speakers allowed to attend DEX, Dominik was definitely the right choice.«
Paul Uhlig
Paul Uhlig
Managing Director, LemonSwan
»Most people in the German digital economy are emulating international benchmarks. Dominik is one of the few who set these standards.«
Patrick Klingberg
Patrick Klingberg
Founder, Digitaler Architekt
»Competent, helpful and personable - I can recommend Dominik anytime!«
Björn Darko
Björn Darko
VP Product, Searchmetrics
»I had the chance to interview Dominik on the SEOPRESSO podcast. Dominik is a very inspiring interviewee with a modern and visionary view on SEO.«
Thorsten Piening
Thorsten Piening
Founder & Shareholder, persomatch
»I have been able to get to know Dominik Schwarz over the last 15 years in various responsibilities in online marketing and what distinguishes Dominik above all is that he thinks outside the box, recognizes and develops the best strategy and also successfully operationalizes it. His success proves him right and I always look forward to the personal exchange and his profitable advice.«
Lisa Vuong
Lisa Vuong
Sr. Product Manager, HomeToGo
»Dominik is a great strategic thinker and one of the most knowledgeable people I know. His incredible expertise in the field of inbound marketing and his passion combined with his work ethic, make him a true asset to any organization.«
Christian B. Schmidt
Christian B. Schmidt
Co-Founder & CEO, Digitaleffects
»Dominik is an outstanding expert in the field of search engine optimization and inbound marketing. Especially in the highly competitive travel industry, he has proven his excellent expertise several times with great success. That's why he's always a special guest for me on the #SEODRIVEN podcast and I'm proud to count him among the circle of experts with whom I can regularly exchange professional ideas.«
Nitin Manchanda
Nitin Manchanda
Founder, botpresso
»Dominik is one of my favourite growth marketers and the most organized professional I've met in my life. The way he can break a bigger problem down into smaller chunks which can be handled with ease, is an exceptional skill he has. His understanding about SEO in conjunction with tech and product makes him one of most special SEOs. It's an absolute honor to know him and have someone epic like him in my network.«
Maximilian Euler
Maximilian Euler
Founder & CEO, ayudo
»If you can get Dominik on board for your project, congratulations. Sounds highfalutin, but it's backed up with trivial truth: For more than 15 years, Dominik has accompanied me as a valued industry colleague and personal sparring partner. In addition to his extremely high level of technical know-how and social competence, I have always been very impressed by his "being ahead of the times" & his implementation strength.«
Sandra Finlay
Sandra Finlay
Conference Director, Rising Media Ltd.
»Dominik has been one of the speakers you can rely on 100% for many years. His sessions are always top rated, which is not only due to his knowledge and experience, but also because he is always perfectly prepared and deals with the topic, target group and idea of the event. Working together on Inhouse SEO Day has taken our collaboration to another level. Rarely has it been so much fun to set up a new event and rarely has the launch of a new concept been so successful.«
Johannes Bornewasser
Johannes Bornewasser
Chief Operating Officer, RP Digital
»SEOs are loud, spam the net and constantly just say "it depends". It's good that our scene has Dominik. He stands for a straight line, smart theses, clear statements and he is heard, even if he remains quiet. Because Dominik knows what he is talking about. And that becomes immediately clear to every listener. I'm glad to have someone like him among us and look forward to meeting him every time. He is an enrichment for the industry - and for every appointment we have together!«
Nina Roser
Nina Roser
Head of SEO, fischerAppelt
»In calmness lies strength - Dominik is the embodiment of this proverb! With unparalleled balance, he tackles the biggest undertakings and, with a clear view and rolled-up sleeves, takes on challenges that no one before him has ever mastered. And in doing so, he is always ready to help and has an open ear for all those who walk the stony paths after him. He connects people and sparks thoughts and conversations that benefit everyone. The SEO and online marketing scene is so much richer because of him!«
Demir Jasarevic
Demir Jasarevic
Sr. Mktng Tracking Special., MediaMarktSaturn
»Dominik makes a very important contribution to the SEO community. His expertise in operational and strategic SEO, as well as the events he hosts, are one of the most important resources for the entire SEO industry.«
Markus Hövener
Markus Hövener
Founder, BLOONATIC
»For me, Dominik is firmly connected with the topic of in-house SEO. And that's mainly because he lives and loves this topic and pushes it forward with his unagitated manner.«
Helen Schrader
Helen Schrader
SEO Lead, Scrum Academy
»Dominik is one of the most dedicated and successful SEOs I know. He is one of the pioneers in the further development of in-house SEO and manages to set up various events, newsletters and studies in parallel, which are consistently worthwhile for newcomers and experienced experts.«
Marina Uelsmann
Marina Uelsmann
PM Events & Education, Quadriga Media Berlin
»As an e-learning speaker, Mr. Schwarz explains the extensive and dynamic topic of search engine optimization in an understandable, compact manner, and in such a way that our customers can transfer it directly into their work practice. Since Mr. Schwarz is also always very committed and reliable, we enjoy working with him very much.«
Marco Janck
Marco Janck
Founder & Managing Director, Sumago
»SEO knowledge, structured or process-oriented work and entrepreneurial understanding. Dominik has been skillfully bringing all of this "on the road" for years. I see him as a real enrichment of the SEO world.«
Sören Bendig
Sören Bendig
CEO, Audisto
»Dominik has a lot of experience with large SEO projects and is not afraid of international complexity. His very structured and unagitated way of working is not only successful, but also appreciated by employees. Since he has a wide range of interests, he often looks beyond his own nose and develops creative digital strategies.«
Norman Nielsen
Norman Nielsen
VP Growth, Omio
»Dominik is incredibly focused in the diverse marketing tasks he does - whether it's organizational structure, conferences or state-of-the-art online marketing topics. He has become an ambitious, global marketing professional without losing sight of innovation and change.«
Olaf Kopp
Olaf Kopp
Co-founder & CBDO, Aufgesang
»For years, Dominik has been my poster child for an SEO who has evolved from channel thinking to a holistic user-centric mindset with an eye on the synergies between marketing disciplines. There are few (former) SEOs who have made this leap. But it's the only way to succeed in search engines and marketing in general in the future.«
Jes Scholz
Jes Scholz
Group Chief Marketing Officer, Ringier
»Dominik understands the key to world-class technical SEO is structure. But it's his passion and personability that make putting such structures in place sound fun.«
Alexander Breitenbach
Alexander Breitenbach
Solution Consultant, Ryte
»Dominik is one of the greats in the industry for me. In addition to a deep understanding of SEO, he has also perfected how to communicate its relevance at C-level. Sharing knowledge and experience is also strongly in the foreground with him. I was always able to take away something new from each of our conversations, which made my day-to-day life easier.«
Ruth Grasshoff
Ruth Grasshoff
Senior SEO Manager, OBI next
»Dominik gets to the heart of in-house SEO in a coherent and comprehensible way - with his work he provides valuable impulses that help to rethink the role of SEO in the company.«
Hendrik Kleinwächter
Hendrik Kleinwächter
Founder, dyve
"Dominik is a visionary, empathetic business partner. I have had the opportunity to work with him on various projects over several years. It is a pleasure every time. Thank you!«
Jesse James Woods
Jesse James Woods
Sr. Director of SEO & Localization, KAYAK
»Dominik is one of the most inspiring SEOs and online marketing thought leaders I've met during my 10+ years working in our industry. His user-focused approach to meeting marketing and product challenges is very motivating.«
Christopher Grobe
Christopher Grobe
Growth Development Manager, Enpal
»Dominik stands for the highest SEO expertise, clear communication and effective strategies. He is a master of his trade, who impresses as a human being and with whom it is always fun to work together!«
Gereon Frisch
Gereon Frisch
Product Owner, WIIF
»Open. Determined. Visionary. And simply always two steps ahead. Dominik can be big and has shown that several times. His view goes far beyond SEO and every exchange is an enrichment. Rock on, Dominik.«
Malte Landwehr
Malte Landwehr
Head of SEO, idealo
»Dominik is one of the smartest minds in the German online marketing scene. Few people provide it as well as he does to generate sustainable growth with the use of innovative marketing mechanisms. Moreover, Dominik embodies the connection between marketing and product management.«
Andreas Diehl
Andreas Diehl
Founder, Digitale Neuordnung
»Dominik is by far my go-to guy when it comes to inbound and search engine marketing. Always to the point, coupled with extremely high expertise.«
Felix Welckenbach
Felix Welckenbach
Director Inbound Marketing, HomeToGo
»Dominik is a thought leader and one of the leading experts in digital marketing and organic search. Someone who thinks things through and understands them from start to finish. His curiosity and passion for topics like user experience, product, quality of results and communication are contagious and unique. In our many years of working together, I really appreciate him as a mentor!«
Luca Bitonto
Luca Bitonto
Executive Coach & Management Consultant
»I have had the pleasure to work with Dominik for many years and have been continuously impressed with Dominik's tremendous learning agility and thought clarity. He can effectively cut through the fog and identify the root cause for problems and turn them into realistic growth opportunities.«
Christopher Diedrich
Christopher Diedrich
Director People & Organization, HomeToGo
»I feel very privileged for the time I worked alongside Dominik at HomeToGo - he is a brilliant mind and absolute expert in his field. However, not only is he a visionary but on top he is incredibly well structured in his thinking and doing as well. I really enjoyed working with him!«
Steffen Schneider
Steffen Schneider
CFO, HomeToGo
»Dominik is a great, result-driven colleague with a broad knowledge of essentially every topic, backed-up by data and sources.«
Mahendra Roopa
Mahendra Roopa
Director of Product & Engineering, HomeToGo
»Dominik is someone who thinks end to end about any business problem at hand and leverages his deep technical knowledge to solve them. What truly impressed me is his ability to quickly grasp concepts at an abstract level while swiftly pivoting into execution mode. His visionary mindset and positive energy are inspiring.«
Jan Walbaum
Jan Walbaum
Exec. Dir. Venture Development, HomeToGo
»I've rarely met someone as passionate and driven as Dominik, which makes him a fantastic ally in any kind of endeavor - once he's involved, things will get done. This holds especially true for anything SEO related and on many occasions I've had the pleasure to see Dominik put his expertise to work with amazing results.«
Jörg Niethammer
Jörg Niethammer
Search Experience Manager, Hansgrohe Group
»Dominik is one of the outstanding personalities of the SEO scene: professionally & personally. With his level-headed, objective and at the same time constructive-critical manner, he occupies the most diverse roles with bravura. Whether as a speaker and trainer or as a moderator and mediator, he always hits the right words to more than do justice to the corresponding target group. Working with Dominik is inspiring, instructive and highly professional in many ways.«
Andreas Pantelic
Andreas Pantelic
Senior Specialist SEO, Interhyp AG
»We met at Campixx many years ago and since then I can't get rid of him :D ...whether with the terrific SEO newsletter, the salary study or just talking about current things - Dominik does a lot for the industry! With him you get a very valuable and structured view on SEO and beyond.«
Anke Probst
Anke Probst
Director SEO, Verivox
»I appreciate Dominik's way of thinking: precise, goal-oriented, forward-looking. He is someone who is not satisfied with what already exists, but always looks for new ways to improve things - sustainably and with the right processes. Combined with his experience, that's exactly what makes him superpowerful!«
Emilia Gjorgjevska
Emilia Gjorgjevska
Digital Experience Software Engineer, MediaMarktSaturn
»Dominik assisted me during the interview process for the Head of SEO position and also supported me in presenting at SMX Munich. In my experience, he is extremely strategic, data-driven, and visionary - always ready to tackle future challenges in a structured and innovative manner. It has been a pleasure to learn from him. If you have the chance to work with Dominik, seize it! You won't find anyone with a deeper understanding of the SEO sphere, particularly in the DACH region.«
Jonas Upman
Jonas Upman
Head of Consumer Communications, HomeToGo
»Dominik is a visionary who is never satisfied with the status quo. In our time together at HomeToGo, which spanned more than 7.5 years, he repeatedly made a decisive contribution and positively influenced the path from an idea to a listed company. Dominik always sets fresh accents in inbound marketing when you think the goal has already been reached.«
Benedikt von Wissel
Benedikt von Wissel
ex. COO & General Counsel, HomeToGo
»Dominik is an exceptionally bright mind who knows how to combine pragmatic solutions with scalable structures like no other. More importantly: a great colleague and great person!«
Joanna Booth
Joanna Booth
ex. Director of Organic Growth, Tourlane
»Dominik is hands down one of the Top 5 Best SEOs in the game. Calling him an "SEO" is not accurate as his expertise goes well beyond the field. There are a handful of marketers in the world that can combine technical expertise with conversion rate optimization, stakeholder management with actionable reporting, content savviness with out-of-the-box marketing ideas - Dominik is one of them. I credit Dominik with helping me truly understand how to prioritize and apply a laser focus around creating an organic growth strategy geared towards driving ROI positive interactions - not simply vanity KPIs. For any organization looking to build an SEO strategy with the technical foundation needed to scale, and the content strategy to bring traffic aligned with the company goals, you couldn't find a better person to work with (especially enterprise orgs seeking to leverage automation and an ROI positive approach to content-creation-at-scale).«
Patrick Andrae
Dr. Patrick Andrae
Founder & CEO, HomeToGo
»It was an honor to work with you at HomeToGo (making us the poster child for modern Inbound Marketing / SEO)! Thank you! Sad to see you leaving HomeToGo after 7+ years but happy to see a friend creating his own venture in the future! Keep rocking! 💜🚀«
Sabine Langmann
Sabine Langmann
SEO & Online Marketing Consultant
»When I think of Dominik, only positive attributes come to mind - open, likeable, communicative, clever, professional, to name just a few. In the German SEO scene, I know few people who approach their projects with as much heart and soul as Dominik. His initiative alone has extremely enriched the in-house SEO world and rarely do I wish to be an in-house SEO as much as when one of Dominik's events is coming up. Very much looking forward to more future input!«
Ciara Temprado
Ciara Temprado
Marketing Director, Skoove
»Not only is Dominik one of the greatest experts in SEO I've ever met, he's also great at finding solutions to problems, even if it's not in his area of expertise. He always knows what questions to ask. And on top of that, he organizes great meetups!«
Hanns Kronenberg
Hanns Kronenberg
Lead SEO Manager, Chef
»Dominik is one of the SEOs whose lips I am glued to and from whom I can always learn something. He looks at things in their entirety and has the gift of expressing even complex issues incredibly clearly, simply and understandably. With that, he's often given me new perspectives that have helped me move forward in my work.«
Caroline Burns
Caroline Burns
Director PR, HomeToGo
»Dominik is an expert storyteller at heart, constantly tapping into his creativity, intuition and strategic nous to craft compelling and forward thinking organic marketing strategies while remaining true to a brand's core. What's most remarkable about having the opportunity to work with Dominik as a leader is how he channels this into empowering his team to drive forward bold direction and big ideas to fuel their own growth. He is a truly excellent leader and innovator.«
Maximilian Wenzel
Maximilian Wenzel
Founder, complex economy
»If I were allowed to put together a team of my choice of just three people for a task, Dominik would be one of them. I have rarely been able to get to know someone who is so incredibly enriching and on the pulse of the times, both humanly and professionally.«
Madeleine Ruhe
Madeleine Ruhe
Team Lead SEO, RTL+
»Dominik thinks (Inhouse) SEO strategically at the highest level, which is why his thought processes and impulses are very valuable for further expanding and sharpening the role of SEO in one's own company. At the SEO Inhouse Day, I additionally experienced Dominik as a great, reliable organizer and moderator.«
Christian Bohner
Christian Bohner
Co-CEO & Founder, bidi
»In discussions with Dominik, you look at your business from many angles in a short time. Every time, I am amazed at how much ideas take shape, problems dissolve or new solutions are found, and how much one's own understanding of business gains clarity -- thanks to Dominik's unique blend of empathy, sharp thinking and endless curiosity.«
James Cliff
James Cliff
COO, Parity Technologies
»Need inbound pathways that serve your product and your users? Dominik understands people (and dinosaurs), technology and their interactions both intuitively and structurally. The first person I would always ask about how the internet actually works.«
Matthäus Michalik
Matthäus Michalik
Founder & CEO, Claneo
»There are only a few experts in the German-speaking world who, in addition to their comprehensive know-how in Organic Growth, also understand how to prioritize this appropriately vis-à-vis management, substantiate it argumentatively and convey it. Dominik is definitely one of them!«
Audrys Kažukauskas
Audrys Kažukauskas
CTO, HomeToGo
»Whenever someone seeks for some SEO help, you immediately pop up in my mind as the best expert in that area.«
Stevan Lutz
Stevan Lutz
ex. CFO, HomeToGo
»Dominik is absolute expert for digital marketing, especially SEO. He has a good all-round view of the relevant topics, is always up-to-date and thinks not only creatively and technically, but also in business terms, which always made working with him very productive.«
Irina Hey
Irina Hey
Team Lead Content Marketing , AutoScout24
»Dominik Schwarz is an outstanding expert in the field of SEO. He demonstrates his extensive expertise in numerous roles as a sparring partner, providing other in-house SEOs with valuable advice. His many years of experience are invaluable. However, Dominik is not only a competent consultant, but also an eloquent moderator and speaker with a firm place in the SEO industry.«

Contact

Email:
[email protected]
Phone, Signal, WhatsApp:
+49 171 526 407 5
Mailing address:
Dominik Schwarz
℅ Dominik Schwarz Ventures GmbH
Schreinerstrasse 32a
DE-10247 Berlin
Business card download:
dominik-m-schwarz.vcf