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

Product identifiers like SKU and GTIN are essential for ecommerce SEO

20 September 2022 | Edwin Toonen

Every product you buy has — or should have — a unique code identifying it. This product identifier comes in many forms, like an SKU, EAN, ASIN, or ISBN, depending on the product, where you sell it, or the area where you live. Adding a unique product identifier to your product is essential if you […]

Read: "Product identifiers like SKU and GTIN are essential for ecommerce SEO"
Product identifiers like SKU and GTIN are essential for ecommerce SEO

New in Yoast WooCommerce SEO and Yoast SEO for Shopify: The product identifier check

20 September 2022 | Edwin Toonen

Do you have trouble getting your product to show up on Google? Are your competitors getting rich results, but the search results for your product are boring? It might be that Google doesn’t know every detail of your product. For instance, you might miss the product identifiers that Google uses to understand your products thoroughly. […]

Read: "New in Yoast WooCommerce SEO and Yoast SEO for Shopify: The product identifier check"
New in Yoast WooCommerce SEO and Yoast SEO for Shopify: The product identifier check

Google Discover: What it is and how to get your content in

7 September 2022 | 6 Comments | Edwin Toonen

Google Discover offers users a different way to search. Actually, it’s not really a search in a traditional sense — it’s a queryless discovery of content that fits your preferences and interests. It suggests new content based on your search activity and interaction with the Discover app. And it learns what you like, so it […]

Read: "Google Discover: What it is and how to get your content in"
Google Discover: What it is and how to get your content in

How to get ratings and reviews for your business

1 September 2022 | 2 Comments | Edwin Toonen

Reviews or testimonials are mostly said to work based on social proof. Social proof is a psychological process in which people copy the behavior of others in an attempt to reflect correct behavior. In addition, search engines are increasingly looking for that proof as well. In this post, I’ll look at how reviews work, how […]

Read: "How to get ratings and reviews for your business"
How to get ratings and reviews for your business

The carbon footprint of your website and how to reduce it

30 August 2022 | 2 Comments | Edwin Toonen

Climate change is the most serious threat we’re facing as the human race. We must keep our greenhouse gas emissions in check to keep climate change manageable, as failing to do so will result in irreversible consequences, affecting every generation to come. To achieve a net zero carbon emission status, every country, industry, and business […]

Read: "The carbon footprint of your website and how to reduce it"
The carbon footprint of your website and how to reduce it

Black Friday & holiday season SEO 2022: 7 tips to start preparing!

29 August 2022 | Edwin Toonen

The summer has just ended, but we’re already telling you to prepare for the biggest sales of the year: Black Friday and Cyber Monday. And let’s not forget about the rest of the holiday shopping season that’s coming up. Now is the time to start planning for the most beautiful time of the year. So, […]

Read: "Black Friday & holiday season SEO 2022: 7 tips to start preparing!"
Black Friday & holiday season SEO 2022: 7 tips to start preparing!

Yoast SEO Premium 19.2: A new inclusive language analysis — in beta

23 August 2022 | Edwin Toonen

Non-inclusive language excludes people based on beliefs, gender, sexuality, or health, while inclusive language uses better alternatives to words that people might find harmful. Making your content inclusive helps you to reach a broader audience. But while writing, it is surprisingly easy to exclude people by accidentally using the wrong words. While inclusive language has […]

Read: "Yoast SEO Premium 19.2: A new inclusive language analysis — in beta"
Yoast SEO Premium 19.2: A new inclusive language analysis — in beta

Google to launch Helpful Content Update to diversify search results

19 August 2022 | Edwin Toonen

It’s probably no secret that the search results for many topics on Google don’t give you the best results. Many topics are highjacked by high-paying ad buyers and companies with big budgets to write over-optimized SEO content at the expense of readability and user experience. The result is a frustration for the searcher. Google is […]

Read: "Google to launch Helpful Content Update to diversify search results"
Google to launch Helpful Content Update to diversify search results

Open-source software, open Schema protocol!

18 August 2022 | Edwin Toonen

We’re massive advocates of using Schema structured data to help search engines understand website content. Our plugins automatically take care of anything Schema-related for you, but we know that we’re not the only ones to do so. It’s possible to use our Schema output in combination with other tools. Although, sometimes, things may not work […]

Read: "Open-source software, open Schema protocol!"
Open-source software, open Schema protocol!

Putting local stadiums, aquariums, and museums on the map with Yoast Local SEO

16 August 2022 | Edwin Toonen

Public locations/venues — like art theaters, parks, bus stations, and stadiums – play a massive role in people’s lives in a community, town, or city. They are present in every community, and they are the foundational elements of a healthy and functional society. But when it comes to online presence, they may not get the […]

Read: "Putting local stadiums, aquariums, and museums on the map with Yoast Local SEO"
Putting local stadiums, aquariums, and museums on the map with Yoast Local SEO

  • Attending
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Online
SEO Conference

The News and Editorial SEO Summit (NESS) is from the 4th till the 5th of October 2022. It’s dedicated to everything news publishers need to know to help them grow their organic search traffic. NESS brings the best minds of the SEO and publishing industries together to share their insights and expertise. From Google News […] Read about The News and Editorial SEO Summit (NESS) 2022 »

Come and meet us, we are attending: