Co-founder & SEO specialist
Floris van Vredendaal
One of the two specialists behind Hatless. Ten years of search engine marketing, learned in practice, with an opinionated take on findability and a soft spot for affiliate marketing.
Search is a craft, not an hour factory
I learned SEO where it actually happens: in practice, not from a book, a blog or a webinar. Ten years on, that conviction still drives how I work. I optimise for people, not algorithms, because the needs of your visitors are far more stable than any search engine update.
At Hatless there are no juniors learning on your budget. You get one of the two people whose name is on the company, doing the work: honest advice, results over vanity metrics, and findability earned with content that is genuinely worth linking to.
I also write most of the Hatless blog, usually with an opinion attached. Off the clock you will find me cheering on the Clippers (NBA) or on a terrace somewhere.
In his own words
A few questions for Floris
Can you give a short introduction about yourself?
As a Commercial Economics student I started my internship at an agency that specialised in online and offline marketing, where I was responsible for the link building. That has changed a lot since, by the way, although some people still do link building the old way.
During that internship I started my own webshop selling USB sticks. Because I already knew how to rank, it became a nice side income, and eventually I sold the shop. After my studies I continued as a freelancer and landed a big client in the travel sector. I noticed I was not quite ready for the big work yet, so I went to work at an agency that specialised in link building. After a few years I returned to where I originally came from: Almelo.
That was also the starting point of the more serious years of Hatless. After five years in Almelo I moved to Enschede, where I have lived since February 2021.
What do you enjoy about SEO?
The many factors involved in SEO, and the fact that it is almost always a tricky playing field. Competition is often high, which means you have to perform. On top of that, every situation is different: every market, campaign and website varies. That is what makes it a great challenge to get the best out of it every time.
What do you get up to outside of work?
I most like spending time with friends and family, going to sports matches, and catching the odd party here and there. When I am at home, I play with my cat, watch a basketball game or a good film. I am also always looking for new ways to make my house smarter.
Your favourite films and actors?
I have a few, my top 5:
- Rounders
- The Big Lebowski
- Casino
- Goodfellas
- Il Capo dei Capi
I do not really have one favourite actor. There are plenty of great ones, of course, but I most enjoy watching:
- Denzel Washington (Flight, American Gangster, Training Day)
- John Malkovich (Rounders)
- Christoph Waltz (brilliant roles in Inglourious Basterds, Django Unchained, Spectre)
What is your least good quality?
I always want to win and I can be impatient at times. Not everyone can deal with that, and it does sometimes get in my way. I like to get things right immediately and I hate losing. Although when it comes to playing a game with friends, I can put it into perspective these days 😄.
What is your favourite place, and what is there to find?
If I have to name a country, it is America. Because of its size, there is something beautiful for everyone in every location. Las Vegas and Los Angeles are the coolest cities I have visited so far. In Los Angeles there is a lot of top sport (Clippers, Lakers, Dodgers) and a beach (Venice Beach) with plenty going on. Las Vegas has a lot to see too: a huge variety of people, casinos (you do have to like those, of course) and things to do.
If you could meet one person, who would it be?
After some thought I would go for Michael Jordan: not only one of, if not the, greatest basketball player of all time. He had a lot of success on the court, and off it too. And if you have seen The Last Dance, you know he is a boss. It would be genuinely cool to shake his hand one day. Although he would probably leave nothing of my hand.