Frequently asked questions.

SEO is a long-term investment. The first signals (rankings, impressions) typically appear after 6–8 weeks, with clear revenue impact at 3–6 months. Technical quick wins can deliver faster results.

GEO (Generative Engine Optimization) is the discipline of getting your brand cited and recommended by AI assistants like ChatGPT, Claude, Gemini, and Perplexity. It's how shoppers increasingly discover what to buy, and the brands that show up there get the click.

Same goal, different ground rules. SEO works for crawler-based search engines and ranking algorithms. GEO works for language models that read context and decide who to mention. Some tactics overlap (clean structure, authoritative content), others don't.

Search is shifting, not disappearing. Some queries now get answered directly inside AI assistants, which is exactly why GEO exists alongside SEO. Investing in both is the safer bet for the next few years.

CRO (conversion rate optimization) is the work of getting more of your existing visitors to buy. It's measured by conversion rate, revenue per visitor, and the lift compared to the baseline before each change.

They overlap but they're not the same. UX makes a site easier and more pleasant to use. CRO makes it sell more. Good UX often improves conversion, but a CRO project always tracks revenue impact — UX work doesn't have to.

A product feed is the structured list of your products (titles, prices, images, categories, attributes) that you send to channels like Google Shopping, Amazon, Bol.com, or Pinterest. The feed determines whether your products show up, and how compelling they look once they do.

Both options work. I can write the content, especially for SEO- and GEO-focused pages where structure and intent matter. Or I provide briefs and you (or your in-house writer) handle the writing. Whatever fits your team and budget.

Revenue first, then leading indicators. For SEO that's organic revenue, then keyword rankings and impressions. For CRO it's conversion rate and revenue per visitor. For GEO it's brand mentions and citations across AI assistants. No vanity metrics.

No. I focus on organic growth: SEO, GEO, CRO, content, and feeds. Paid is its own discipline, and you're better off with a specialist for it. I'll happily flag where paid would complement the organic work we're doing.

Yes. Trainings are a service in their own right, in SEO, GEO, CRO, or feed optimization. Many clients combine a training with a project so the team can keep things running once the engagement ends.

We start with a no-obligation 30-minute intro call. After that you get a concrete plan with priorities, approach, and expected impact. Only then do you decide whether to move forward.

Access to Google Analytics, Search Console, and your CMS, plus one main point of contact on your side. That's enough to get going. Anything else (existing reports, past audits, brand guidelines) is welcome but not required.

Both. Strategy without execution stalls, so I do the hands-on work too: technical SEO fixes, feed optimization, CMS changes, on-page content. For things outside my scope (development, paid ads), I work alongside your team or a developer you trust.

Whatever cadence works for you. Most clients prefer bi-weekly or monthly check-ins, plus async updates by email or Slack in between. Weekly is usually overkill, but possible if a project genuinely needs it.

No long-term lock-in. If you're not happy, we stop the engagement. The only ask is 30 days' notice so I can wrap things up cleanly and hand over what's needed.

Both are possible. For one-off audits or advice I work hourly. For ongoing SEO, GEO, or CRO engagements I put together a monthly package that fits your goals and budget.

Yes. I'm often brought in as an extra specialist layer next to a generalist agency or in-house team, for things like technical SEO audits or feed optimization.

Yes. Most clients are based in Belgium and the Netherlands, but I work with brands across Europe and beyond. Everything happens remotely with regular calls, so location rarely matters.

All three. I have extensive experience across Shopify, WooCommerce, and Magento, and know which approach works best per platform. Other CMSes are open for discussion.

Primarily B2C and B2B online stores, from fashion and lifestyle to home & garden and food. If your product is sold online and the market is competitive, I can probably help.

Often the best moment. Getting the foundation right — clean URL structure, indexable category pages, solid product data — saves a much bigger cleanup later. Smaller stores typically need less time, not more.

Eight-plus years in total. Five of those in category management and broader e-commerce marketing, the rest as a freelance specialist focused on SEO, GEO, and conversion. Both sides of the table, buying and selling, have shaped how I work.