Consulting that moves numbers.
Freelance SEO, Analytics & CRO consultant. 20+ years helping brands, from startups, SMBs to multinationals, find the biggest wins and actually ship them.
Three disciplines, one job.
Technical SEO, analytics and conversion. They work best together.
Crawling, indexing, performance, structured data.
Key takeaways- Site audits
- Core Web Vitals
- JavaScript SEO
- Log-file analysis
Search engine optimization (SEO) is the process of affecting the visibility of a website in a search engine's natural, unpaid search results. Optimizing visibility on search engine results pages typically increases visitor traffic from search engine users. SEO can target image search, local search, video search, and other formats.
I focus on understanding how search engines function and what users actually search for when targeting audiences. Optimization involves editing the content, optimizing the HTML, site speed and performance, and the associated coding to increase relevance to specific keywords.
Gaining backlinks by publishing helpful, relevant content for your target audience is critically important. I use feedback tools and analytics to understand the data and take action accordingly.
Data you can trust and act on.
Key takeaways- GA4 & GTM
- Attribution
- Server-side tracking
- Dashboards
I love to tweak Google Analytics and make the data really usable for any business. When I started out using Google Analytics I got lost and didn't see the potential that lies within the data, but a lot has changed since then.
The standard Google Analytics dashboard has people looking at bounce rate, time on site, geography and language, nice details, but not exactly the KPIs that help businesses get the real insights they need to grow. Data isn't scary, it's very insightful and useful, you just need to know where the gems are hidden.
I help you get the most out of your customer analytics data, and make sure it's tweaked so anyone in the business can understand it and act on it.
More from the traffic you already have.
Key takeaways- UX review
- A/B testing
- Funnel analysis
- Landing pages
A lot of websites are missing the point on what a visitor really wants to do. It's like walking into a real store and not being able to find what you're looking for with nobody there to help, then you feel lost and leave empty-handed.
Common e-commerce frustrations include overly complex checkouts, unclear validation rules, shipping costs that only appear deep in checkout, limited payment options, and mobile experiences that just don't work.
I look at the Google Analytics sales funnel to find where visitors leave, gather honest feedback from real users, use tools for visitor session playbacks, and talk to customers directly, then turn those insights into a website that actually converts.
How I work.
Audit
I find where the biggest wins are, fast.
Prioritise
A ranked roadmap, not a 200-page PDF.
Execute
I work with your team, hands-on.
Measure
We track impact against the numbers that matter.
Trusted by teams that ship.
Global publishers, banks and Dutch scale-ups. Long-term engagements, short sprints, technical audits, and everything in between.
What people say.
Arnout is incredibly thorough and loves a good tech SEO mystery! We brought him in to help consult on a tricky (and very poorly documented) SERP feature that had gone missing following a site migration. We had tried everything we could think of to resolve the issue, but Arnout still managed to come in with fresh ideas and point us in a new direction that ultimately uncovered the likely culprit. He was also exceptional at speaking to both the development team on a technical level and the less developmentally minded people on the team so that everyone understood what the situation was, and how to move forward.Joshua DeGrasse-Baumann Customer-Focused SEO Strategist May 20, 2025, Joshua worked with Arnout on the same team
Arnout probably knows 10x the SEO than 99% of SEOs out there. And that's not even his best quality. Arnout cares. For his clients, the work he delivers, for actually making things work. And this makes all the difference when it comes to working with him: Arnout understands limitations, opportunities, organizational structure and he actually cares so much that he finds the best solution regardless of the scope. I learned more from working with Arnout on an SEO project for a few weeks than from years of practicing SEO. I am deeply grateful for his expertise, dedication and generosity with his time and insights. And I'm looking forward to working together again.Erika Varangouli Organic Growth Leader | SEO, AI Search & Brand Strategy | Head of SEO & AI Search @ Riverside July 12, 2024, Erika was Arnout's client
Today, my coworker and I had a 7 hour long, hands-on, Technical SEO and CRO training by Arnout. Truly learned a lot and had a blast at the same time. This guy's energy and knowledge is unrivaled. His teaching style is also great. He's patient, allowing us to think first, guiding the thinking process before providing the answers. Definitely advise anyone who is serious about learning more about SEO or marketing in general to book a session with Arnout.Ramon den Hartog Accountmanager bij Embrace – The Human Cloud | #Software #LeanSixSigma #Accountmanagement #Woningcorporaties October 10, 2023, Ramon worked with Arnout on the same team
I was a participant in one of his session, he helped me to see marketing from another prospect since it is not about only ads and content. He helped me to know the customer behavior and improved my knowledge regarding SEO, he proposed SEO like no one other did. Thank youAli Alkahlout Performance Marketing Specialist | Growth Manager November 1, 2020, Ali was Arnout's client
Arnout is highly-respected in the SEO industry, not only as a professional, but also on a personal level as someone who has so much passion for what he does and is always willing to share his knowledge and help others. I had training sessions with Arnout and his knowledge in analytics and ability to find insights in data is astounding. Every time I speak to Arnout, I always come away feeling smarter and having learned something new. Apart from analytics, Arnout's strategic thinking and creative approach to SEO and online marketing make him one of the best minds currently in the industry.Shelley Walsh Managing Editor at SEJ | IMHO & Pioneers Show | ShellShock Ltd April 8, 2020, Shelley worked with Arnout but they were at different companies
Arnout gave came to RockBoost a few weeks ago to share his knowledge about SEO, technical SEO in particular. The training was very interactive making sure he covered all of our questions. Besides that, he gave us a lot of hands-on tools and best practices to start working with the very next day. Thanks, Arnout. Hope to see you again soon!Benthe Metselaar Online Marketing Consultant | SEO specialist | Interior Designer April 23, 2019, Benthe was Arnout's client
We've been having regular training sessions with Arnout and it's always been a combination of inspiration, fun & AHA moments. No matter what problems we throw at him, Arnout has a way of breaking them down into concrete & manageable action points, be it related to measurement, SEO, paid traction channels, or out-of-the-box thinking. One of the factors that makes his sessions so inspirational is that he always starts with the premise that customers are humans, not data points, but also has those sneaky measurement techniques that you wish you had thought of yourself. I'm already looking forward to our next session!Natalie Jamieson Senior Data Analyst at MediaMarkt July 17, 2018, Natalie was Arnout's client
Arnout is a digital phenomenon. His knowledge of SEO, CRO and all things search is unsurpassed. He has a great sense of humour, is very easy to work with, and brings a lot of creative ideas to the table. Arnout is able to communicate complicated concepts in a simple and understandable way. Under Arnout's guidance I've learned a lot about SEO and he's made some incredible improvements to our content marketing, organic rankings and conversion rates in a short space of time. I highly recommend Arnout whether you're just starting out with SEO or want to take your search marketing to the next level, Arnout will get you where you need to be.Kat Black Founder & CEO at Hamster Helper | Creating thoughtful nutrition & enrichment for hamsters June 19, 2018, Arnout was senior to Kat but didn't manage Kat directly
We've had two private training sessions with Arnout. In the last one Arnout gave us a combined training concerning Facebook, ASO, and SEO. It was an absolute eye opening. Arnout has a unique way of getting curious about the data, diving in further and coming up with alternative strategies to leverage the insights to grow. He also forces you to take a step back and truly put yourself in the client's shoes. We learnt such a huge amount about driving app installs via Facebook and other channels, as well as App Store Optimisation, the Search Console and much more. The three hours flew by and we have a ton of ideas to test with our clients in the upcoming 2-3 months. Look forward to having another session some time soon. Thanks again!Daphne Tideman I turn growth chaos into clarity | Product-led growth consultant for wellness app startups & scale-ups | Co-Founder, Women in Experimentation April 18, 2018, Daphne was Arnout's client
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