Status 200 Expert Found: Interview with Marco Bouman

Who are you, and where do you work as an SEO specialist?

My name is Marco Bouman. I’m an independent SEO specialist—or, more accurately, an SEO consultant—and I operate under my own domain name: marcobouman.com.

How did you first get into SEO?

That goes back quite a while. In 2007, I started my own business as an online marketing specialist and coach. In 2009, I founded the agency Online Marketingmachine, with a focus on building “online marketing machines.” Organic search visibility played a major role in that from the very beginning.

Have you chosen a specialization within SEO, and if so, why?

Yes, within SEO, I specialize primarily in SEO strategy and creating “helpful content.” I prefer to offer a comprehensive solution: technical expertise as a solid foundation, a tailored strategy, high-quality link building, and, above all, substantive, valuable content. I’ve now invested more than 400 hours in my own “helpful content” process—and I thoroughly enjoy doing it.

How have you seen SEO change over the past few years?

SEO and Google have greatly improved in quality over the years. Whereas in the past it was fairly easy to rank well with mediocre content full of keywords and links from irrelevant websites, it’s all about true quality now. Good content, tailored to the user’s needs, is what makes the difference these days. That’s why I prefer to call it “helpful content.”

How do you make sure you stay up to date on trends?

I am self-taught. I’m constantly learning through experimentation and the feedback I receive from my clients. I can often see right away in the results what works well and what doesn’t. Even when something doesn’t work as well as I’d hoped, I use that as a learning experience to further improve my approach as an SEO specialist.

Which SEO trends are you currently capitalizing on?

As I mentioned earlier: I’m actively working on creating “helpful content.” Content—along with technical aspects and the backlink profile—is more important than ever. What I often see is that as soon as I publish new, valuable content, I immediately see results—first in impressions and keywords, and later in rankings as well.

What do you think will be the biggest challenge for SEO in the future?

Across the industry, the biggest challenge is quality. New clients often show me what their previous agency did, and it’s sometimes shocking. Low-quality links from ghost domains and content that even a child could write better. Unfortunately, that’s indicative of the current state of the SEO industry.

You spend a lot of time sharing information—what motivates you to do that?

SEO and website optimization are truly my passion. Even as the number of zero-click searches rises, I continue to focus on the visibility and conversion rate of my own website. I occasionally share posts on LinkedIn, often in conjunction with articles published on Frankwatching, Emerce, or De Ondernemer. I also regularly comment on posts on LinkedIn—especially when I see something that’s not quite right.

Do you have an example of a recent case or project you’re proud of?

In late 2024, I worked on a project for XXL Nutrition. The goal was to improve the Google ranking for their “whey isolate” product. I carefully mapped out all search intents and collaborated closely with their expert and SEO specialist, Toby. The content had to comply with strict guidelines—about 30% of it ultimately couldn’t be published. Still, in 7 weeks, we climbed from rank 6 to rank 1. A great example of how “helpful content” really delivers results.

Are you also exploring the relationship between SEO and other marketing channels?

I focus mainly on SEO. Social media doesn’t appeal to me as much, partly because it rarely yields immediately measurable results. I do, however, experiment a lot with AI tools—for example, how and when content is incorporated as a source in ChatGPT.

Have you ever completely failed at SEO?

I haven’t failed spectacularly, but I’ve certainly made mistakes. Sometimes, out of loyalty, I go too far in my commitment to clients, when it would be better to stop in time. I also used to take on just about every request. Now I consciously consider whether something is a good fit for me and whether it energizes me. Abstract B2B topics, for example, are something I now consciously avoid.

In your opinion, what type of business presents the greatest challenge in SEO, and why?

What I enjoy most is tackling a comprehensive SEO strategy. Not just one aspect, but the whole picture: technical SEO, content, strategy, and link building. I work exclusively with small and medium-sized businesses—preferably those with enough flexibility to effectively implement my strategic approach. Unfortunately, it often starts with “cleaning up the mess”: removing bad links and rewriting subpar content.

If you could debunk one SEO myth, which one would it be and why?

The myth that SEO is dead. I hear that a lot, especially from agencies that claim it’s all about discoverability in AI tools (GEO). But the fact is that in 2024, Google will process a record 14 billion searches every day. SEO is anything but dead. AI will certainly play a bigger role—but not through gimmicks, rather by simply doing very good SEO.

What is the most important piece of advice you’d like to share with other SEO specialists?

Unfortunately, many colleagues operate like cowboys: content full of self-promotion and CTAs, interns churning out links or articles, and rates starting at €2,000 per month. But for small and medium-sized businesses, you can really make a difference. The best part? When a client is happy and sends you a bottle of wine because their goals were exceeded. Choose quality and turn websites into true marketing magnets.