Dale Bertrand

Dale Bertrand is an SEO strategist and founder of Fire&Spark, specializing in helping high-growth brands fix broken SEO strategies and drive revenue—not just rankings. With over two decades of experience, Dale has guided companies through complex SEO challenges, including recovering millions in lost revenue after poorly executed site redesigns and navigating the evolving landscape of AI-driven search.

Recognizing that SEO has fundamentally changed with the rise of generative AI, Dale focuses on creating strategies centered around revenue, customer intent, and real-time data, rather than outdated keyword tactics. His AIO (Authority, Intent, Optimization) framework helps brands identify issues, build ROI-driven strategies, and align internal teams for effective execution.

In addition to leading client strategies, Dale is a sought-after speaker at conferences and events, where he breaks down the future of SEO and AI into clear, actionable insights for marketing and business leaders.

When he’s not working directly with brands, Dale is on a mission to make SEO transparent, strategic, and aligned with business growth in a world where traditional search tactics are rapidly becoming obsolete.

‍