Avatar of Edwin Toonen

Edwin Toonen

Edwin is an experienced strategic content specialist. Before joining Yoast, he worked for a web design magazine, where he learned how to create great content.

In 2006, after working full time in a bookstore for many years, I boldly decided to return to school. I wanted to combine my love for writing with the lure of the internet, so I picked Digital Communication at the HAN University of Applied Sciences in Arnhem. Four years later, I graduated with honors.

In the meantime, I started working for The Netherlands’ largest monthly magazine on web design and development. As a managing editor, I wrote, edited, and translated hundreds of articles on this fascinating subject. I also made sure the magazine’s day-to-day operations went according to plan.

At Yoast, I do much of the same work, except on a bigger scale. As a content specialist, I am responsible for delivering quality content that is engaging and optimal.

In my spare time, I love rocking my 1972 Fender Precision bass with my band (Every Other Me), fiddling about with synthesizers, listening to music, watching an endless stream of – classic – movies, taking long cycling trips, and enjoying life with my sons and girlfriend.

Edwin





Redesigning onboarding for impact: A service design approach 

10 July 2025 Edwin Toonen

First impressions stick, especially in UX. When we saw that new users of our Yoast SEO for Shopify app were skipping key steps or dropping off early, we knew our onboarding wasn’t working. Using journey mapping and service blueprints, we redesigned the experience to be faster, clearer, and more supportive from the start. Here’s how […]

Read: "Redesigning onboarding for impact: A service design approach "
Redesigning onboarding for impact: A service design approach 

10 tips to streamline your blog content workflow

27 June 2025 Edwin Toonen

Content production seems quite simple, in principle. You develop an idea, write about it, do SEO checks, and click publish. Simple, right? It never turns out that way, especially when working with a team. Miscommunications, last-minute changes, and confusion about what needs to happen when. We’ve all been there! Try these ten tips to streamline […]

Read: "10 tips to streamline your blog content workflow"
10 tips to streamline your blog content workflow



What AI gets wrong about your site, and why it’s not your fault: meet llms.txt 

10 June 2025 Edwin Toonen

AI tools are everywhere — from chatbots that answer customer questions to language models that summarize everything from documentation to legal text. But if you’ve ever asked a model like ChatGPT to explain your site, your product, or your API, the results might not feel quite right. In fact, sometimes they’re way off. And no, […]

Read: "What AI gets wrong about your site, and why it’s not your fault: meet llms.txt "
| Tag
What AI gets wrong about your site, and why it’s not your fault: meet llms.txt 

Integrating human insight with AI-generated content: How to maintain E-E-A-T

30 May 2025 Edwin Toonen

Now that so many people use AI tools to create content, the questions about the credibility of those tools keep popping up. Can you really make AI-generated content and still meet Google’s E-E-A-T standards? Of course, the answer is yes, but there’s a limit to what you should let these tools do. Incorporating human insights […]

Read: "Integrating human insight with AI-generated content: How to maintain E-E-A-T"
| Tag
Integrating human insight with AI-generated content: How to maintain E-E-A-T