AI, automation & GEO

What do AI, automation and GEO mean to me?

AI now runs through almost everything I do: from scaling SEO content and automating campaign management to building data automations with scripts and APIs. My attitude is a level-headed one. AI is a tool that, used well, creates more value for clients. It is neither a reason to panic nor a magic wand. Keeping up and adapting continuously is the motto, a theme I also discussed in my interview with 7DTV in 2026.

GEO (Generative Engine Optimization) is the newest branch on that tree. Search is shifting towards AI-driven results, such as AI overviews and generative answers, and that changes both SEO and the metrics underneath it. I think ahead about how content and measurement stay future-proof in a search landscape where AI increasingly sits between the user and the website.

My approach: the process first, then the tool

I don't start with the software but with the work that costs time or produces errors. Which actions repeat every week? Where is data being retyped? Which report is structurally late? Only when that is clear do I choose a solution. Sometimes that is an AI model, sometimes an API connection, sometimes a well-designed spreadsheet. More software is not an improvement in itself.

In practice, I use AI and automation in five ways:

• SEO content at scale: developing and optimising SEO copy with AI support, always with editorial review.
• Campaign automation: automating parts of SEA campaign management and reporting, for example through feeds and automation rules.
• Data automation: connecting data points through API integrations and trigger-based JavaScript scripts, so insights are available in real time.
• Prompt engineering: writing effective prompts, a skill I rely on in data and content work.
• Checks and balances: AI-driven scripts that keep workflows reliable and less error-prone.

The prediction that came true

In my 7DTV interview, recorded on 13 May 2026, I anticipated that Google would introduce separate reporting for AI-driven search results. On 3 June 2026, Google announced exactly that: the Search Generative AI performance reports in Search Console, before the episode was even published on 9 June. That is no crystal ball, but it does show that I follow developments in search and AI closely and translate them into what they mean for measuring your website.

Tools

For copy, analysis and reporting I work with ChatGPT, Gemini and Claude. For workflows I use n8n, and for dynamic campaigns the feed management platform Channable combined with automation rules in Google Ads and Microsoft Ads. I build data connections with API integrations, trigger-based JavaScript scripts and user-friendly, fault-tolerant spreadsheets. The member app Mijn SMG is one I develop with Lovable. For measurement and dashboards this connects with my work in GA4, Google Tag Manager and Looker Studio, described under data & analytics.

Who is this for?

For organisations that notice their marketing or finance processes require too much manual work, that want to expand their SEO content faster without losing quality, or that want to know how to stay visible now that AI search results absorb a growing share of search demand. I work for brands as well as agencies and networks, and I like to combine this with my experience in growth hacking and experiments: measure first, then automate, then scale.

Experience and examples

Sales Marketing Group: the Succesmeter and Mijn SMG

For the freelance network Sales Marketing Group, I have worked as a Data & AI Automation Specialist since 2023. I optimise and streamline processes so the finance department spends less time on repetitive tasks: I have robotised administrative calculations and made them less error-prone, and linked separate data points into real-time insights for management, finance and the members. The highlight is the Succesmeter, a gamified dashboard with badges that lets the 140+ members track their revenue, hours and fees, alongside training, mentoring and network events. Since 2026 I have been bringing this together in Mijn SMG, an app in which the invoice upload system and the Succesmeter sit in one place and where AI extracts the hours and rate from an uploaded invoice. Milestones: Succesmeter for management (March 2024), finance dashboard (May 2024), renewed hours input system and Succesmeter for members (summer 2024), consolidation with the invoice upload system (November 2024) and Mijn SMG live for members (October 2026).

ALDI Nederland: GEO strategy and AI-scaled SEO copy

At ALDI Nederland, I was responsible for SEA, SEO and GEO for a year. I started implementing a GEO strategy to respond to AI-driven search behaviour and enriched the website's content, resulting in higher average positions; in doing so, I used AI to develop and optimise SEO copy at scale. On the automation side, I set up an API feed through Channable for dynamic search and display ads and had SEA and social campaigns driven more dynamically through feeds and automation rules, which sped up processes and reduced manual work. I also helped other departments with this.

Other examples

At Landal GreenParks, I automated the reporting of Google Ads results and, through bGenius, the optimisation of RSAs. For Parkinson.nl, I use AI tooling for analysis and reporting within a multi-site SEO strategy.

Let's get started

Would you like to know which processes in your marketing lend themselves to automation, or how to prepare your content for AI search results? Get in touch. I'm happy to look at what genuinely saves time or improves quality, and what you are better off continuing to do by hand.