The Road to BlueGlass

Yesterday we announced the launch of BlueGlass, our newest project, and the collective product of several people’s passion.

In my life I have had a few dreams:

1) To marry an amazing woman – In 2005, this dream came true when I married my wife.

2) To be an amazing father – In 2005, this dream also came true, and then again in 2008, with the births of my sons Dante and Dominick.

3) To become a professional musician – Total failure. I am pretty good on a bass guitar however.

4) Become the world’s greatest Internet Marketer

I was batting 50% until yesterday, which is pretty awesome. However, looking at things now, while I am not the world’s greatest Internet Marketer, my company  is positioned to take a run at the status of the world’s greatest Internet Marketing agency.

Many people have read the history of how I got into Internet Marketing, but I thought it would be interesting to take a look at the history of my role in the birth of this company from the very beginning.

Search & Social Begins

In May of 2008, I was working as an in-house SEO at and living with my expecting wife and son Dante in Delray Beach, FL. I had never spoken at a conference before, and had received an invite from Kevin Ryan to speak at SES Toronto on Twitter. This invite came from me pestering Kevin on Twitter, which to this day sticks with me. Most people would have told me to beat it, but Kevin gave me my first major speaking spot.

My goal was to work as an in-house SEO and grow a lead generation network in my spare time, but when you are a Dad you don’t have spare time, so I needed some help. That same month Jordan Kasteler hit me up to interview me for a post he was doing on the unsung heroes of Internet marketing. We had never met in person, but got to talking and found we had quite a few similarities:

1) We both loved The Bouncing Souls

2) We were both young and had both agency and in-house experience.

3) We were both really into tattoos

4) We both were work and studyaholics

5) We were both talented

The conversation took off from there.  We decided to take a look at starting our own lead generation company. The concept was flawed however because we lacked one thing most lead gen companies have, money. So we came up with a concept for a company called Search & Social that would utilize our Internet marketing skills to help clients with their needs, and use that work to bring in capital for our lead properties.

We thought this was a pretty unique concept, where marketers would be working and learning on their own properties, and utilizing that information to aid clients. By mid June, we were a legitimate company, with zero capital,  no office,  a couple of hundred dollar or less domains, and a VPS. At that time Search & Social was born, and so was my son Dominick. That same month I traveled to Toronto to speak, and on my first ever panel one of the co-panelists was Internet Marketing superstar Chris Winfield.

Scary SEO

In October of 2008, we were still trying to land our first client portfolio and build out our website network.  We got lucky enough to partner up with industry leader Loren Baker on a project we were calling We basically wanted to see if we could do what Loren had done for with video. To kick of this web property and get Search & Social some much needed marketing I came up with the idea to do an event in South Florida called Scary SEO. Jordan, being smarter than me, realized this event probably wasn’t the best idea since we had very little money coming into the company, but I could not be dissuaded. We invited our friends to come and speak, and live streamed the event. We got a ton of buzz. We also got a pretty big bill for the event. I had to sell one of my cars to actually pay for the event, a fact that not even Jordan knew until now.

As a family we were willing to put everything into my dream to be the best Internet Marketer on the planet. This is a theme that will run throughout this post.

Search & Social in Utah

In October, my wife and I also visited Utah and decided that we would take a crack at living in the state in order to grow the business. We had already invested so much, and my amazing employer,, was willing to come on as a client. If we were ever going to try to make this happen it had to be now. On top of that Search & Social had its first major client ready to sign.

So off we went to Utah.

The major client fell through. It was pretty tough to look my wife in the eye for the first two months in Utah. However, Jordan and I began to get more speaking spots, and a larger and larger network. By February of 2009, we had somehow put together enough money to begin to hire some staff, and continue to scale our growth to a point we knew we could become profitable.

The one thing to remember here is that there are two little kids making these sacrifices with my wife and I, and this is something I advise any entrepeuner to think about before making major risks. Kids fuel your passion, but also increase pressure.

IM Spring Break

In the Spring of 2009, in all of our brilliance, we decided to throw another event in South Florida with the help of Loren Baker. This event was amazing, but it was also an amazing financial loss. I look back at this as money well spent now, but at the time it was tough to lose five figures on one event. We had made some amazing friends that continued to support us. Two of these people included Chris Winfield and Brent Csutoras, two of our future partners in BlueGlass.

The event is still talked about by people, and as Jordan and I boarded our plane to go home we got a call from Loren, he wanted to merge Search Engine Journal, Inc. and his consultancy with Search & Social. It was a perfect fit.

Unprecidented Growth

From the point we announced our merger in June of 2009, until  the end of that year, we saw growth that we had not anticipated. At this point our entire lead gen network went to the backburner, we had to scale at insane rates to keep up with the demand.

Two things fueled our growth:

1) We had made a name for ourselves as the guys in the industry that you could trust and wanted to work with

2) There was an insane need for link development at that time

3) We get sick results for people. We keep things pretty close to the vest, but I am pretty proud of what we are able to do.

Due to the growth we had some major issues:

1) We were not prepared for the reporting and customer service clients expected

2) We didn’t know how to scale staff

These turned out to be amazing problems to have, because they were the catalyst for us creating the software behind Second Step Search and our current procedures that I feel are the best in link marketing. We grew our revenue by 500% from June to December.

We figured out how to turn the difficult to monetize SEO consulting model into an extremely profitable results driven machine.  At the end of 2009 we launched Second Step Search to begin offering our software and resources.

A Late Night Call

In April of this year, I got a late night text from Chris Winfield asking some cryptic questions. I was intrigued and asked him to give me a call. Over the next three hours he told me about some offers he had for 10e20 that didn’t feel like a good move for him, and it had him thinking about what could be accomplished by creating a powerhouse company with intergrated service offerings. It seemed like a great idea, but how plausible was it?

My main thought, “How the hell are we going to merge all of these chiefs into one company?”

But the most amazing thing about BlueGlass so far has been our ability to create logical organizational constructs, and moving partners into logical business units. So for example, I am not running 1/7 of  BlueGlass fighting over every move, instead I handle 100% of search marketing for the company. This concept, and some amazing early advisers we brought in allowed us to build a pretty impressive company in 1.5 months.

So what is BlueGlass?

1) A company with over 40 employees, several hundred contractors, and 4 offices. (We will hopefully be opening BlueGlass China in the next 12 months)

2) A company that offers a full suite of Internet marketing services and workflow solutions/software with staff members of unparalleled expertise handling campaigns

3) A company dedicated to giving back to the Internet marketing community through content and conferences

4) Likely the first of many agencies to roll up out of several successful consultancies into one powerhouse

To me it represents a little more. This is the completion of another of my dreams, and now reopens the world to me again. I am looking at everything through new eyes. How can we take something as amazing as BlueGlass and make it something even more amazing? What will the next dream that I will look to conquer?

This story should also serve to explain the road we had to take to get where we are today. It was tough, and I often wonder if we didn’t have luck to thank as much as hard work and talent. Regardless I now sit at my desk, at one of our companies four offices, and think , “is this real?” It often doesn’t seem that way to my wife and I. Two years ago we had to sell a car to pay for an event, and now we are putting on amazing events like BlueGlass LA just for marketing purposes.

Hopefully this explains to you why this is such an incredible moment in my life, and I want to thank you all for supporting me on my path to date.

33 thoughts on “The Road to BlueGlass

  1. It’s been an insane year Dave, and that phone call I made from my car while speeding across Florida to you and Jordan in the airplane goes down as one of the best decisions I’ve ever made.

    After a decade in this industry, I feel like I’ve personally learned more in the past 365 days than over the past 10 years. And talk about a crash course over the past month :)

    Great things are happening, not only for us, but for marketing as a whole.

    Soon it will be time for you to start slappin’ that bass again :)

  2. Getting to know you over the past few years and then also working with you (unofficially) has been amazing Dave. Now actually working directly with you on a daily basis is even better.

    BTW – you forgot to add the dream about owning a D and D ;)

  3. As a client, it’s been great to see how you and Loren have grown the business. At the end of the day, I enjoy working with your team because you’re not only great marketers, you’re amazing people. Thank you for sharing your story.

  4. Kathryn – Thanks so much, we love working with you as well. One thing we have really tried to do, and I know the same will be true of BlueGlass, is become an integrated part of a clients team. This way we are able to be leveraged however I client needs us.

    Jake – I am hyped as well. This is a whole new, exciting chapter


  5. What you’ve all done is nothing short of phenomenal. What makes it even better is the stories are real, everyone’s. Look at how each of you have become the beast at what you do by doing your best every day. That was obvious at IMSB, as all of you put it out there and served the community like they were your own family. A financial failure maybe, but the stage was set. Professional musician or not, you’re on the road to rockstar fame.

  6. @michael yeah, that event will probably always stick out as the place where BlueGlass really formed, and will be talked about for a long time. I am hoping the same goes for BlueGlass LA

    @pat you are super talented, so it is I who has something to look forward to

  7. Dave, that was an amazing write-up. Interesting to read the history behind your company. Looking forward to working with you.

    This is just the beginning of great things to come. Key is to keep working hard and make smart decisions :)

    P.S. Had no idea you got bass skills. We should Jam :)

  8. Awesome post! It’s been so great getting to learn all about you and the company’s history over the past month or so. I can’t wait to finally meet you and the rest of the BlueGlass team in person! I’m so pumped to be part of this company. Everyone is expecting great things from us, and I know we can deliver beyond anyone’s wildest dreams.

  9. Boss,

    If you can somehow hit the bass around 4 pm at the office every day, our need for Redbull might diminish and you can put a big checkmark next to dream #4.

    No, but great story. Amazing how it can all turn around with a few dreams and the right attitude.

    The office favorite

  10. @tucker @victor @zdenka i think one thing to take from this post is how much opportunity there is here

  11. Truly inspirational story Dave. Privileged and honored to know you as a person, mentor and partner.

  12. So, if I bring my bass and amp in this week will you play for us?

    We could make some BlueGlass Bluegrass. Who has a fiddle?!

    All joking aside, we’re all excited to see where BlueGlass is going. I’m happy to be part of such a fun, talented team.

  13. I second the 4pm jam session, except I think it would be even better if we were drinking redbull (or rockstar in your case) around the conference table while telecasting you live to all the other offices.

    thanks to you and loren for allowing me to become a part of search and social, and even more thanks and gratitude for opening up these doors that are ahead of not only me, but everyone else in the company as well.

    blueglass is also making other people’s dreams come true :)

  14. Dave -I really appreciated the rawness & depth of what you wrote … & the power-force-direction you bring to BlueGlass. Stay strong!

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