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SEO Content laten maken door specialisten | Bureau Onder

SEO content optimisation

Content that appears in Google search results and is cited by AI. And that convinces your visitors.

You’ve got blogs, product descriptions and landing pages, but they’re not delivering enough results. Your competitor ranks higher than you in Google, and if your customer asks ChatGPT or an AI Overview, your name doesn’t come up. Often, this isn’t down to the amount of content, but to whether that content matches what people are searching for and whether Google and AI models recognise it as a reliable answer.

We analyse your current content, highlight where the opportunities lie and identify what content is still missing. We assess it against Google’s helpful content guidelines and E-E-A-T principles, and ensure that your content is optimised for users, search engines and AI models.

Yes, I’d like some advice on content

Team meeting at SEO, desk Onder, focusing on content optimisation.

How we work

We don’t start by writing, but by looking at what’s already there and how it works. From this, we draw up a plan that your team can carry out, with us in the background or working alongside you. The five-step process:

Content analysis: We analyse your current content: which pages are performing well, which aren’t, and why. We look at search intent, quality, overlap between pages, and whether the content complies with Google’s helpful content guidelines. We also identify which search queries trigger an AI overview and whether your pages are used as sources in these results.
Search term analysis and content gaps: We identify what your target audience is searching for and what questions they’re asking – including those posed to AI. We then compare this with your current content. This allows you to see which topics are missing, which pages don’t align with the search intent, and where two pages are competing with one another.
Content plan and briefings: We provide a content plan and brief you on the pages. In doing so, we consider search intent, structure, headings, which questions need to be answered, E-E-A-T signals, internal links and metadata. You then get to work on these yourselves; we’ll edit and proofread them if required. If you don’t have the capacity, we can also take care of the implementation.
Reporting and adjustments: We report on organic growth: rankings, clicks, impressions and, where relevant, mentions in AI responses. We do more of what works; we revisit what isn’t performing as well.

Content gap analysis

What your target audience is looking for, in addition to what you already have.

What your target audience is looking forWhat you have at the moment

Still missingWriting new pages

Join usOptimising and strengthening

No questionMerge or delete

Search terms, questions and prompts from your target audienceYour current pages and their performance

What you get

A content analysis of your current pages, highlighting specific areas for improvement
An overview of missing content and pages that do not match the search intent
A content plan prioritising impact
Page-by-page briefings for your own team, including metadata, headings and internal links
Editing and proofreading of your work, or production by us if necessary
Monthly reporting and a dedicated point of contact

One page, two places to be found

Good content ranks highly on Google and is used as a source in AI-generated answers.

Google

Dear [your subject],

yourwebsite.nlYour page in first position

Position, clicks, traffic

Your page

AI response

AI Overview · ChatGPT · Gemini

1

Source: jouwwebsite.nlYour page is being cited

References and citations

Immediate answers · facts & sources · clear structure · E-E-A-T

Content for Google and AI

Good SEO content has always been content that genuinely answers a question. This is now more important than ever, as AI Overviews, ChatGPT and Gemini build their answers from pages that do exactly that. The same page must therefore be able to do two things: rank in Google and serve as a useful source in an AI response.

That is why we write it like this:

The answer is right at the top, not after three paragraphs of build-up
Facts, figures and sources rather than vague claims
One topic per page, with headings that state the question verbatim
An author with demonstrable expertise (E-E-A-T)
Structured data where it’s useful (FAQ, product, article)

Windesheim Case Study

Together with the editorial team, we wrote and rewrote 33 pages based on the questions that prospective students actually ask. The pages saw a rise in Google traffic, with 64% more organic clicks and 143% more impressions, and subsequently became a source for dozens of AI Overviews and ChatGPT responses. Read the case study.

Do you want to measure and manage mentions in AI overviews in a targeted way? We do this using GEO.

What is SEO content?

SEO content is content written for both readers and search engines: texts that cater to the search intent tailored to your target audience and technically well-structured. Think of product descriptions that appeal to customers and Google, blog articles that answer your target audience’s questions, and landing pages designed for specific search terms.

The big advantage is that a good article continues to perform well for months or even years. As a result, SEO content delivers more sustainable results than adverts, which stop as soon as your budget runs out.

What we look out for

These are the factors that determine whether a text is successful. Would you like to give it a go yourself? Then read Writing for SEO: the HUMMSTAL method.

Search term and intent: looking for information, comparing options or making a purchase? The text is tailored to what the searcher wants.
Structure: clear headings, short paragraphs, easy to scan.
Writing for the reader: active, clear, without keyword stuffing.
SEO elements: meta title and description, alt-texts, internal links.
Enrichment: images, tables, videos and FAQs that provide a better answer to the question.

What we assess content against

The guidelines that determine whether Google and AI models trust your content.

E

Experience

Personal experience, practical examples

E

Expertise

Accurate in content, written by an expert

A

Authority

Credited as a source, cited and linked to

T

Trust

Transparency, up-to-date information, author and sources

Helpful contentWritten with the visitor in mind, it aligns with the search intent and genuinely answers the question.

Outsource SEO content?

Book a free 30-minute introductory meeting. We’ll take a look at your current content, identify the biggest opportunities and explain what a partnership might look like.

Please get in touch

Blogs about SEO

Frequently asked questions

Do you write the lyrics yourselves?

Usually not. We analyse, draw up the plan and provide page-by-page briefings: your team writes and we edit. That way, your product knowledge or expertise remains in-house. If you don’t have the capacity, we can also take care of the writing, and you can then check that the content is accurate.

What are ‘helpful content’ and ‘E-E-A-T’, and why do you assess them?

Google assesses whether content is genuinely written to help the visitor (helpful content) and whether the source demonstrates experience, expertise, authority and trustworthiness (E-E-A-T). Pages that do not meet these criteria score poorly and are not used as sources by AI models. That is why these are the guiding principles of our content analysis.

Will our content also appear in ChatGPT and AI Overviews?

That’s the aim. Content that answers a question directly, with facts, sources and a recognisable author, is exactly what AI models use. Do you want to measure that and steer your strategy accordingly? Then we’ll combine it with GEO.

How does the collaboration with our in-house content team work?

We provide the analysis, the plan and the briefings. You write the content; we review it before publication and make adjustments based on the results. You can combine this with a writing workshop for SEO.

How soon will you see results?

Usually within three to six months, depending on the level of competition and your website’s authority. Rewritten existing pages often rank more quickly than new ones.

See our collaborations

View all cases

Read our testimonials!

Renzo van Dongen

Digital content manager Peugeot

Whether it's about content or technical adjustments, it doesn't matter. Martijn briefs this in a very clear way so that it can be implemented locally or by our head office in France. [...] Since the start of our collaboration, we have achieved great results. Keep it up!

A businessman in a tuxedo with a green bow tie, but with a caption and an event backdrop.

Felix Noordberger

Algemeen Directeur

Onder helps us with our organic search visibility, both via SEO and via GEO. They look at how we can maintain our visibility in search engines using Kitcentrum and, increasingly, in AI-generated answers as well. They have already demonstrated their capabilities during previous changes to our URL structure. We did not lose any rankings and, in fact, saw our visibility improve. That gives us confidence. Now, Onder is helping us prepare for our replatforming. We are fully confident that they will guide us effectively through this transition and manage to retain our organic rankings as much as possible.

Marten Stellingwerf

Webmaster

Martijn and Mariska make the SEO story understandable for the layman and are happy to think along with us. It is nice that there is a personal contact moment every month with an extensive report and the opportunity to discuss everything. After just a few months, Onder has already managed to achieve number 1 positions on Google with some of our webshop pages. We are very satisfied with Onder.

Mark Prummel

SEO Specialist Stella Fietsen

For several years, Onder has been a valued partner of Stella. Martijn is my sparring partner for complex SEO issues and the extra pair of critical eyes that keeps us on our toes. Together, we have achieved nice growth in online visibility, visitor numbers and leads. Onder stands out for its short lines of communication and professionalism. They speak our language: don't nag, get down to business. That is what we love!

View all testimonials

This is us!

A team of SEO specialists

Our team consists of enthusiastic SEO specialists who are happy to work with you for the best results.

Meet our team

Any questions?

Do you want to know more about SEO? Could your website use a new boost?

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