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Barry is the Senior Digital Marketer for Search at Pierce Communications in Belfast, where he provides online marketing services for a wide range of clients across Ireland and the UK. Barry specialises in search engine optimisation (SEO) and is well-known in the wider UK SEO community through the blogs he contributes to (State of Search and Search News Central), his activities on the UK SEO conference circuit, and his prolific twittering (twitter.com/badams).

Prior to moving to Northern Ireland from the Netherlands, Barry worked as a web consultant for SMEs and corporate webmaster for large multinationals Honeywell and Philips. Before joining Pierce Communications, Barry provided SEO and digital marketing consultancy services to the Northern Irish properties of the Independent News & Media group: the Belfast Telegraph, nijobfinder.co.uk, nicarfinder.co.uk, and Propertynews.com.