Avatar of Edwin Toonen

Edwin Toonen

Edwin is an experienced writer, editor & content specialist. Before joining Yoast, he spent years honing his skill at The Netherlands’ leading web design magazine.

You can find Edwin on: Twitter

In 2006, after working full time in a bookstore for many years, I made a bold decision: I went back to school. I wanted to combine my love for writing with the lure of the internet and picked Digital Communication at the HAN University of Applied Sciences in Arnhem to achieve that. Four years later, I graduated with honors.

In the meantime, I started working for The Netherlands’ largest monthly magazine on web design and web development. In my role as a managing editor, I wrote, edited and translated hundreds of articles on this fascinating subject. In addition to that, I made sure the day-to-day operations of the magazine went all 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 in an engaging and optimal way.

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 hikes and enjoying life with my sons and girlfriend.

Edwin

Bot traffic: What it is and why you should care about it

29 June 2022 | Edwin Toonen

Bots have become an integral part of the digital space of today. They help us order groceries, play music on our Slack channel, and pay our colleagues back for the delicious smoothies they bought us. Bots also populate the internet to carry out the functions they’re designed for. But what does this all mean for […]

Read: "Bot traffic: What it is and why you should care about it"
Bot traffic: What it is and why you should care about it

Towards a trusted web: Timestamp content with WordProof

28 June 2022 | Edwin Toonen

The worldwide web is one of the greatest achievements of mankind. It has revolutionized communication and allowed for a stunning amount of innovation to happen. As a place without regulation, the web was allowed to grow tremendously. But today, we cope with the side-effects of that unregulated growth: misuse hurts people and even democracies. Now, […]

Read: "Towards a trusted web: Timestamp content with WordProof"
Towards a trusted web: Timestamp content with WordProof

We’re launching an IndexNow integration in Yoast SEO

28 June 2022 | Edwin Toonen

Over the last couple of months, there’s been a lot of talk about a new protocol called IndexNow. This new protocol automatically notifies search engines that support it about all the updates on your site. While initially skeptical about this development, we’ve decided to add an IndexNow integration to Yoast SEO Premium 18.8. What is […]

Read: "We’re launching an IndexNow integration in Yoast SEO"
We’re launching an IndexNow integration in Yoast SEO

Yoast SEO 19.2: IndexNow, crawl settings, and WordProof

28 June 2022 | Edwin Toonen

Today is a good day. The next batch of Yoast SEO releases comes with a ton of new stuff that helps your site get noticed by search engines. We’re launching an IndexNow integration, expanded our crawl settings with advanced features, and added a WordProof integration to help timestamp privacy pages on the blockchain. Read up […]

Read: "Yoast SEO 19.2: IndexNow, crawl settings, and WordProof"
Yoast SEO 19.2: IndexNow, crawl settings, and WordProof


How to choose a focus keyphrase for product descriptions and categories

22 June 2022 | Edwin Toonen

You can set a focus keyphrase in Yoast SEO for Shopify and WooCommerce. With this focus keyphrase, you signal to the SEO app that you want to optimize this piece of content for this specific word or combination of words. There are various ways to think about this, depending on what kind of product-related content […]

Read: "How to choose a focus keyphrase for product descriptions and categories"
How to choose a focus keyphrase for product descriptions and categories

How to add global identifiers on variable products with WooCommerce SEO

14 June 2022 | Edwin Toonen

Many online stores powered by WooCommerce sell products in different variations. A t-shirt, for instance, might be available in a range of colors and sizes. As a result, all these product variants might have different EANs or UPCs and other global identifiers that you like to add to the product data. In addition, you want […]

Read: "How to add global identifiers on variable products with WooCommerce SEO"
How to add global identifiers on variable products with WooCommerce SEO

Yoast SEO 19.1 & Premium 18.7: More crawl settings

14 June 2022 | 3 Comments | Edwin Toonen

As we’ve said many times, crawlability is an important aspect of SEO. Your site has to do away with technical hurdles that can hinder crawling while keeping the number of crawlable URLs in check. Crawlers are eager to crawl everything they can find on your site — even if you have a small site with […]

Read: "Yoast SEO 19.1 & Premium 18.7: More crawl settings"
Yoast SEO 19.1 & Premium 18.7: More crawl settings

Yoast SEO 19.0: Optimize crawling and Bing discoverability

31 May 2022 | 1 Comment | Edwin Toonen

One of the most important aspects of SEO is optimizing the crawlability of your site. Search engines have near-endless resources, so they have the power to crawl everything they find — and they will. But, that is not the way it should be. Almost every CMS outputs URLs that don’t make sense and that crawlers […]

Read: "Yoast SEO 19.0: Optimize crawling and Bing discoverability"
Yoast SEO 19.0: Optimize crawling and Bing discoverability