In memory of Dana Lookadoo

Getting up this morning, I’d intended to write about tonight’s 2015 DANI Awards, which I felt privileged to judge and be a part of. I’d also intended to write about this blog’s shortlisting for the Blog Awards Ireland 2015 and encourage public voting.

But all of that flew right out the window when I heard of the passing of Dana Lookadoo.

I can’t lay claim to any sort of close relationship with Dana. Like many in the SEO industry, I knew her only from afar. I first got to know her through the SEO Training Dojo where we discussed SEO and all things digital. Dana would be especially active on our shared Skype group chat, where her wit and intellect brightened up every day.

We emailed a few times and chatted on social media about SEO and related matters, but no more. Yet I felt, like so many others, that she was a powerful and bright presence in our industry and community.

When Dana suffered a severe cycling accident in 2013, we all held our breath. But she survived, and began a long and tortuous road to recovery. She found solace in her faith during this time, something which is entirely alien to me, but it gave her strength and courage and for that I can only be grateful.

A private Facebook group was created to keep up to date on Dana’s progress, offer support and advice, and provide financial aid where possible. I’d like to think Dana drew a lot of strength and encouragement from that group, from our continued messages of support and love, showing how much we all cared about her.

Unfortunately Dana’s journey of recovery was full of pain and countless setbacks, and when her trickle of Facebook postings faded to an almost complete silence, many feared the worst. Though we still hoped, and prayed – each in our own way – that she might bounce back and emerge stronger than ever.

Alas, that was not meant to be. Dana Lookadoo passed away on Monday, and yesterday her husband Ed broke the news on the private Facebook group.

The SEO industry mourns her today. All who knew her, even from afar, will miss her presence greatly. There is talk of a scholarship to be set up in her name, and when I’ve details I’ll update with ways to donate to it.

Rest peacefully, Dana. Your pain has gone away, but ours has just begun. The world is slightly less bright without you in it.

Dana Lookadoo

Update: the website for the Dana Lookadoo Memorial Scholarship Fund is now live. Donation details can be found there.



  1. A wonderful and inspiring post. Stories of people like her just deserve to revolve around the web to get people inspired and follow their foot steps.

  2. Beautiful post Barry. Our industry has lost a shining light. Still can’t believe Dana’s gone. She guided & inspired so many, now she suffers no more. Her passion & honesty will be sorely missed.

  3. My heart is truly broken, my tears are pouring down my face, yet I know she is in no more pain..I thank God that I was one of the lucky ones that got to spends years of fun, laughter and have lots if pictures to remember by. Thank you for all of them Lookadoo may you rest in piece..I will miss you…

  4. truer words have neve been spoken. I am a fellow cyclist and I really only knew of her, yet her life has touched me and her death has saddened me deeply. I have no words…

  5. Barry, a beautiful post for such a wonderful and inspiring person. I’m surely a better person because as I tried to follow the friendly and welcoming example Dana set as she inspired great things in people.

    Such a terrible loss but her memory will be kept alive by her warm smile captured in some many photos.

  6. Barry,

    I assure you, every post, every comment on the Facebook group meant the world to Dana these past 22 months.

    More than several times, Ed and I needed to remind her that yes, she was truly deserving and worthy of the love. She couldn’t comprehend that, because to Dana, life was to be of service to others above and beyond. And she felt she had always come up short in that regard.

    Eventually though, she couldn’t deny what was happening there, and how many people actually, genuinely had been blessed by her presence. And that lifted her spirits at some of the darkest, most difficult moments.

    And that absolutely, without a doubt, made a difference.

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