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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

Turning data into actionable insights: a data-driven SEO strategy

23 May 2025 Edwin Toonen

Modern SEO is all about data. Rankings can change overnight, user behavior as well, and search engines increasingly use AI to power the search results. To be able to respond, your decisions should be dictated by real, measurable insights. This article offers a practical way to turn SEO data into actionable insights. The role of […]

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Turning data into actionable insights: a data-driven SEO strategy

What is Site Kit by Google? A guide for WordPress users

15 May 2025 Edwin Toonen

Site Kit by Google is a free WordPress plugin that connects your site to important tools like Analytics, Search Console, and Ads. After installing, it’s easy to verify your accounts, after which you see data in your dashboard. That data is nice to have, but it has limits, especially if you need detailed reports. What […]

Read: "What is Site Kit by Google? A guide for WordPress users"
What is Site Kit by Google? A guide for WordPress users


Keyword and content cannibalization: how to identify and fix it

25 April 2025 Edwin Toonen

If you optimize your articles for similar terms, your rankings might suffer from keyword or content cannibalization: you’ll be ‘devouring’ your chances to rank in Google! Especially when your site is growing, your content could start competing with itself. Here, we’ll explain why keyword and content cannibalism can harm SEO, how to recognize it, and […]

Read: "Keyword and content cannibalization: how to identify and fix it"
Keyword and content cannibalization: how to identify and fix it


Using AI to generate great SEO titles and meta descriptions

7 April 2025 Edwin Toonen

You need compelling titles and meta descriptions to attract visitors from search results and encourage users to click. Manually writing these elements for every page can be quite challenging. Generative AI can streamline this process by automating it. However, you should check the AI-generated suggestions critically. This post will show various methods for generating effective […]

Read: "Using AI to generate great SEO titles and meta descriptions"
Using AI to generate great SEO titles and meta descriptions