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.


Yoast SEO 16.8: Supporting new languages with Slovak and Norwegian

27 July 2021 | Edwin Toonen

Many writing tools are English-focused and don’t work properly with other languages. At Yoast, we’ve been making our innovative readability tools available in many languages from the beginning. Our team of linguists tailors our analyses to every language, making sure that it makes sense and delivers proper results. In Yoast SEO 16.8, we add language […]

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Picking an ecommerce platform: WooCommerce or Shopify?

22 July 2021 | 7 Comments | Edwin Toonen

Building an online store is easier than ever. Picking the right tool to power your new store isn’t. There are many tools out there, but for most people, the choice will go between the two market leaders: Shopify and WooCommerce. Both ecommerce platforms have a comparable feature set, but a different philosophy. Let’s take a […]

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What is a headless CMS and what does it mean for SEO?

13 July 2021 | 12 Comments | Edwin Toonen

You’re bound to have come across the term headless before, probably concerning a headless CMS. A headless CMS doesn’t have a presentation layer attached to it, making it a flexible solution when you want to target many different formats. But what does a headless CMS encompass, and are they even a good idea? Find out […]

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Yoast SEO 16.7: Extended headless support

13 July 2021 | 6 Comments | Edwin Toonen

Did you know Yoast SEO comes with a REST API that developers can use to access our metadata in a headless WordPress installation? By exposing this data, we help developers make sure that the SEO of the site you built in your headless CMS is top-notch. In Yoast SEO 16.7, we’re making more data available […]

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Page experience: a new Google ranking factor

7 July 2021 | 2 Comments | Edwin Toonen

Some time ago, Google announced Web Vitals — a new set of metrics to measure websites’ speed and user experience. Last year, Google announced that these metrics would make their way into a core algorithm update as new ways of judging and ranking sites based on the page experience they offer. This update is now […]

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What is UX?

Need help with WordPress? 10 tips to avoid common mistakes

6 July 2021 | 3 Comments | Edwin Toonen

WordPress, as a CMS, is great for people who are just starting with their first website. It doesn’t require users to write code, it’s SEO-friendly and easy to manage. Still, there are a few mistakes many beginners make with WordPress, and some that more experienced WordPress users make too. That’s why it’s time I shared […]

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SEO news in June 2021: Google updates, WordPress 5.8 beta, and loads more

1 July 2021 | 2 Comments | Edwin Toonen

It’s been a busy month for SEO news! We’ve had lots of Google updates and the start of the Page experience rollout. Plus loads of new Google Business and Shopping features — is Google the new high street? Finally, don’t miss our first look at WordPress 5.8, and a brand new search engine called Brave. […]

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Featured image SEO news

How to build Google Web Stories in WordPress

24 June 2021 | 8 Comments | Edwin Toonen

What do Instagram Stories, Facebook Stories, Snapchat Stories, and Twitter Fleets have in common? They are all so-called social media implementations of the same story idea. A story is a series of images or others types of content that belong together, and thus, tell a story. Visual storytelling is huge, and now the web has […]

Read: "How to build Google Web Stories in WordPress"