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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

Elevating author and publisher entities in SEO

25 July 2024 | 2 Comments Edwin Toonen

The SEO community has been buzzing following the release of internal Google documents, revealing more details about how author and publisher entities influence search rankings. These insights help you strategically optimize your author and publisher profiles. This article will explore these entities and give you some actionable strategies to incorporate their optimization into your existing […]

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Elevating author and publisher entities in SEO

What is Search Experience Optimization (SXO)?

18 July 2024 | 1 Comment Edwin Toonen

Today, you have to think beyond simply ranking high on search engines. Users want more than just a simple website visit. Your visitors and customers are looking for an engaging experience. Search Experience Optimization (SXO) can help provide this. This merges SEO with user-centric design to help you attract visitors and keep them engaged. The […]

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What is Search Experience Optimization (SXO)?

Curbing AI creativity: How to provide effective guardrails

AI models can generate astonishingly creative content. However, their outputs can become cliched, unpredictable, and problematic without proper guardrails. How can we harness their potential while maintaining control? In this article, we’ll show you what you can do to provide guardrails for your AI chatbot. Thanks to these techniques, you can ensure its creative outputs […]

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Curbing AI creativity: How to provide effective guardrails

Google and Bing stress the importance of lastmod in XML sitemaps

18 June 2024 | 2 Comments Edwin Toonen

XML sitemaps are essential for every site’s SEO strategy and are a big part of our core Yoast SEO product. Both Google and Bing have recently renewed emphasis on properly using the lastmod (last modified) tag in XML sitemaps. The leading search engines now advise site owners to use this feature properly for better crawling […]

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Google and Bing stress the importance of lastmod in XML sitemaps



Using the focus keyphrase for product pages in Yoast SEO

28 May 2024 Edwin Toonen

SEO is crucial for any online store. One key aspect that Yoast SEO needs to help you improve the SEO of your product pages is a focus keyphrase. This guide will help you find and fill in the proper focus keyphrase using Yoast SEO. Understanding the focus keyphrase The focus keyphrase is the main keyword […]

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Using the focus keyphrase for product pages in Yoast SEO

What is ‘Crawled – currently not indexed’ in Search Console?

23 May 2024 Edwin Toonen

Google Search Console (GSC) is a powerful tool for site owners. It helps you monitor and maintain your site’s presence in the SERPs. One of the common issues you might encounter is the “Crawled — currently not indexed” status. This message means that Google has crawled your page but hasn’t indexed it. As a result, […]

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What is ‘Crawled – currently not indexed’ in Search Console?

Are Google’s new AI Overviews the future of search?

15 May 2024 Edwin Toonen

Artificial intelligence (AI) continues to reshape how we interact with information. Google introduced AI Overviews in its search engine yesterday, marking a new milestone. These new features promise to enhance user experience by providing quick, comprehensive answers to complex queries. However, they also raise important questions about the future of content creation, monetization, and information […]

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Are Google’s new AI Overviews the future of search?