State of Search 2025: Key Findings
Quick listen: State of Search 2025 shows how practical insights from real experts cut through industry noise.
Digital marketers looking for clarity instead of clutter will find it this October in Texas.
State of Search 2025, hosted by the Dallas-Fort Worth Search Engine Marketing Association (DFWSEM), runs October 27 and 28 at the Grapevine Convention Center.
This year’s programming offers practical, hands-on content for brands, agencies, and solo strategists who want to level up with smarter campaigns that will fuel growth.
And with the coupon code "designrush," you can get 25% off on ticket checkout.
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What makes it different? The sessions are led by people who actually do the work. Some of the speakers this year include:
- Carolyn Shelby, Principal SEO at Yoast
- Greg Gifford, Chief Operating Officer at SearchLab
- Ryan Jones, SEO Lead at Razorfish
- Duane Forrester, SEO veteran
- Michael Melen, Co-Founder, SmartSites
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Melen, who is coming back as a speaker for his third consecutive year, knows firsthand what keeps people coming back to State of Search.
"What makes the State of Search conference really special is that it's run by volunteer industry leaders.
Attendees really see the benefit of having all the ticket sales and sponsorships get reinvested back into the program," the SmartSites co-founder told DesignRush.
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Melen also stressed that because search and digital are changing and moving faster than before, it's more crucial now for professionals to stay updated.
"The Internet is full of noise. If you're not attending conferences like State of Search and getting genuine advice from real leaders, then you're getting left behind.
This year, I'll be giving away my secrets to growing a digital agency 400x," he added.
Whether you're dialing in local SEO or fighting for ROI across platforms, this is where digital professionals go to learn what actually moves results.
Built by Marketers, for Marketers
DFWSEM’s roots go back to 2004, when a dozen marketers passed the hat to fund the first meeting.
In 2012, the group leaped from monthly meetups to a full-day event.
A few years later, State of Search was drawing some of the biggest names in digital, like Rand Fishkin, Danny Sullivan, and Will Reynolds.
This turned what began as a local gathering into a must-attend for marketers across the region.
In 2011, the Jingle Mingle, a holiday fundraiser benefiting the DREAM Fund, was launched.
This first event raised over $25,000 to help industry professionals in crisis, showing that the mission was about showing up for the people behind marketing and SEO.
Today, this same mission powers the State of Search brand.
Monthly meetups now stream on YouTube, and the annual conference continues to evolve with a tone that's smart, practical, and welcoming.
Our Take: Is Your Strategy Built to Scale or Just to Show?
Digital marketing events like State of Search help shape what comes next.
And they do it in a setting where you can ask real questions, get clarity, and come home with something actionable.
Here’s what it unlocks for marketing leaders:
- Strategy that’s ready to execute. Every session is designed to give you takeaways, not just talking points.
- Access to people doing the work. The networking is really useful. You’ll meet people solving the same problems you are.
- History that still drives the future. DFWSEM’s journey from a back-room meetup to a national conference shows what happens when the right people lead with purpose.
State of Search isn’t the biggest stage, and it's not trying to be. But it’s aiming to be the one that sticks.
If your 2026 plans need smarter search, sharper strategy, and better connections, this is the room to be in.
Meanwhile, SmartSites and Shopify focused on unlocking eCommerce growth during the recently concluded Digital Growth Summit.
