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Author Bios

Terry VanHorne

Written by Terry Van Horne   

Chances are we have never met because I seldom go to seminars and other SEO networking events, forums or discussion. I was thrilled to be given a chance to work with so many talented copy writers, bloggers, innovative web developers, Social Media consultants and marketers!

My Passions!

Let me tell you a little  about my experience and what you can expect from me. I am an internet technology enthusiast, passionate marketer with an opinion on most topics related to these fields. For around 15 years I’ve read about 2-4 hrs a day mainly SEO posts and articles which became just the same BS I’ve been reading for a decade and a half.

My Peeves!

You should expect contrarian views and lots of rants from me because I think many of the old SEO techniques have been less effective and have been in constant decline for a few years.

It started with the Florida Update which introduced topic sensitivity to the algorithm which means it is now tougher for me to get in the top ten for search engine optimization, the crawling changes brought on by Big Daddy/Vince updates and Caffeine bringing improved computing power (speed/page load times) to add features like Social/Real Time Search (It will be spamalicious!).

Many of my rants will be on the state of the SEO and development communities. I started writing again because I think most of what’s in the SEO blogosphere (WODS, Waste of  Disk Space) is regurgitated “content and links” advice that for the most part are becoming less effective techniques.

I am passionate about standards for the industry, as an OS (Original SEO), I am qualified to do this. I feel that the industry has gone from being about improving websites visibility to rankings at any cost or risk with little regard for conversion.

The Internet Marketer!

 I did newsletter marketing for years and from that came Webmaster T’s World of Design one of the oldest resources for SEO content on the net.  I also dabbled in article marketing but… stopped in 98 realizing site owners often removed credits etc making monitoring it a necessity therefore a drain on time resources, especially in 98.

In 2003 I moved my posting from Tsworld I founded SeoPros which later funded and continues to fund OSEOP an Ontario registered NFP Organization. From 2005 to 2007 I primarily ran a very large PPC Financial Services campaign for an offshore company.

In 2007 I retired choosing to day trade just in time for the Trust debacle in Canada and the greatest depression in a generation. Deciding my chances of emulating the Kennedy’s was low I found myself back in web development and marketing.

The Social Media Convert!

In July of 2009 I opened a Twitter account and by August wrote an article proclaiming my belief in Social Media Marketing. Four months later I broke an oath to never have a Facebook page. We figured at some point we could claim to be the only two Canadians not on it!


Terry's Favorite Posts;


Barry Adams

Written by Barry Adams   

Barry Adams begin_of_the_skype_highlighting     end_of_the_skype_highlightingBack in 1995 Barry Adams famously predicted that the Internet was ‘just a fad’ and ‘would amount to nothing’. He has come far since then. Starting out his career in the ’90s in all things online as an intranet content manager, Barry has worked in a wide variety of positions, including SEO specialist, corporate webmaster, and web consultant for small businesses.

As the resident online marketing specialist at Visual Script in Belfast, Barry works for a wide range of clients including some of Northern Ireland’s biggest brands. He spends most of his time on projects for the Belfast Telegraph and its network of sites, and occasionally writes articles for the Belfast Telegraph’s Watching the Web section.

Some of his hobbies and interests include transhumanism, the Singularity, internet freedom and privacy, and playing ultra-violent videogames.

Title: Online Marketing Specialist
Company: Visual Script
Also blogs for: State of Search - Great Websites Blog -

Barry's Posts;

The Death of SEO


Matthew Diehl

Written by Matthew Diehl   

Currently, Matthew Diehl is a SEO Strategist with Charles River Interactive located in Lexington, MA (USA). At CRI he is tasked with setting and executing organic search strategies for a wide range of clients from multi-national B2C companies, localized SMBs and non-profits.

MatthewHaving a breadth of clients across diverse industries and global exposure, allows for the accumulation of varied data sets that help shape a broad perspective on search engine algorithms as well as niche vantage points for specific client market segments.

On The Trail Matt is going to be contributing on a variety of SEO and search industry related topics.

Beyond The Trail, he also writes (more opinionated pieces) on his own blog at and you connect with him on Twitter @matthewdiehl.

Something you may not know about Matt, he is addicted to golf. He just can’t get enough of chasing that tiny little white ball around the great outdoors. What he likes best about golf is the continual challenge it poses at improving you mentally and the bonds it helps to strengthen with friends and family.


Mathew's Articles;

Could a Consumer Advocacy Group Help the Reputation of the SEO Industry?


Anthony Verre

Written by Anthony Verre   

I’m the CEO of Silver Arc Search Marketing and known as "The Milwaukee SEO". I’ve worked in search engine optimization and search marketing for over 5 years. I’ve recently published a new book eProfitability; a guide for C-Level executives and upper management to understand the search landscape and maximize their profitability online. I love what I do; I’m always looking to do it better, and help anyone do SEM better too.

A Long Strange Trip:

Anthony VerreI’m former United States Army medic, eight years, completing one tour in Operation Iraqi Freedom and some other international misadventures. In a former life, I taught high school students (9-12) in Milwaukee Public School System (MPS). I have been married nearly 5 years now to an amazing woman and have two little girls (and another little one on the way!)


(only if you really care about pieces of paper that offer proof of knowledge) I’ve nearly completed my Master of Arts; completed Market Motive’s SEO Master Course (summer of 2009 class), Google AdWords Qualified Individual, and have my Google Analytics Individual Qualification.


I like to think that I’m thoughtful, creative, and a sound pragmatist. You’ll quickly see I have a wonderful/awful tendency to be bluntly honest. About everything. (You’ve been warned)


Anthony's Articles;


Katheryn Katz

Written by Katheryn Katz   

Background: Kathryn Katz, aka urbanwebkat, has been writing and marketing on the Web since 1996. While she’s currently working as an in-house manager at Consolidated Credit Counseling Services, she’s worked both agency and in-house positions. Kathryn’s work has touched many fields including education, health, real estate, retail, and non-profit organizations. She’s spoken at Search Engine Strategies and other internet marketing conferences; assisted with the development of the University of San Francisco’s Master Certificate in Internet Marketing.

How did you get started?

Katheryn KatzI started writing for web design firms while I was putting myself through college. I didn’t get exposed to SEO until I got a full-time position at a web design firm. I learned SEO by reading Danny Sullivan’s book and living in the forums like Webmaster World, High Rankings and Cre8asite Forums. SEO was so different back then.

What do you prefer, in-house or agency?

I have to say that my favorite is in-house. Agency life is face-paced and exciting, but one of my frustration points was that I never had an opportunity to really grow with a project. Oftentimes, I would consult on a project and get it launched, but it was rare that I got to see all my ideas brought to fruition.

Being in-house gives me a personal investment in the business. I get to immerse myself in the business, watch my ideas grow, and enjoy the fruits of my labor. Working for a non-profit has allowed me to use my craft to reach people and improve their lives. Who wouldn’t want to be a part of that?

What do you love about the industry?

I never get bored. SEO is constantly evolving and changing. I’m learning something new all the time, and it never stops. SEO isn’t for the lazy or faint of heart. You have to test, test and test. Even as an in-house person. It’s especially crucial to keep your ties to the community so you don’t lose your edge.

Also, the folks I get to work with in this industry are sharp, fun and unique personalities. I’ve had a lot of people be kind of me over the years. I couldn’t find a better group of people to learn from, collaborate and work with.

What don’t you like about the industry?

All the noise and misinformation. Too many folks are focused on building their personal brand rather than contributing to the community. Sometimes they publish half-truths, outdated information or are flat out in the wrong. That’s why it’s so important to question and test ideas. You can’t read something in a newsletter or forum and take it as gospel. Always look at the source of the information.

What drew you to the Fire Horse Trail?

Over the past year, I’ve had an amazing experience at the SEO Dojo. That community has really drawn me in, and provided amazing support in my efforts. I just wanted to give back.


Katheryn's Posts;

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