Leading In-House SEO at E-commerce Scale
Website: linkedin.com · Last updated: October 2026
Find Linda Hogenes on: LinkedIn · Bluesky
Linda Hogenes is Head of SEO at Coolblue, one of the largest e-commerce retailers in the Netherlands, Belgium, and Germany, known for its focus on 'Everything for a smile'. She has worked in digital marketing and SEO for more than 17 years, more than a decade of which at Coolblue, where she previously held the role of Owner Technical SEO. Her career is a clear example of deep, long-term in-house expertise: rather than advising many brands from the outside, she has shaped the organic search strategy of a single, fast-growing retailer from within.
Hogenes' expertise is rooted in technical SEO for very large e-commerce websites. During her time at Coolblue she has worked on some of the most complex projects an SEO can face. In 2018 she worked on migrating 360 Coolblue domains into just two, coolblue.nl and coolblue.be, a consolidation that Dutch trade publication Emerce analyzed for its SEO results. In 2020 she was involved in adding French and English language versions and in expanding into Germany with coolblue.de. Migrations, internationalization across multiple languages and countries, and helpful content are recurring themes in her work. As her Semrush author bio puts it, "She thrives when working with developers and sharing her knowledge about SEO."
She shares that knowledge with the wider industry as well. At Friends of Search 2024 in Amsterdam she presented "How Coolblue demonstrated E-E-A-T before it was cool", taking the audience on a journey from the time both Google and Coolblue started 25 years ago. Her central argument: long before (E-)E-A-T and helpful content became hot topics in SEO, it was already essential to provide the best content to potential customers so they could choose the best product for them, and she illustrated this with many examples from Coolblue's own history. She is also a long-standing judge for the Friends of Search SEO Awards, serving for the fifth time in 2024 and again on the SEO jury in 2026. Online she describes herself as an "#SEO fanatic" and "#technicalSEO geek".
What sets Hogenes apart is the combination of technical depth and a customer-first perspective at true e-commerce scale. Her view that E-E-A-T is not a new tactic, but a formalization of what customer-centric retailers have always done, offers a grounded counterweight to SEO trend-chasing. Combined with her hands-on experience in migrations and international expansion, it makes her a distinctive voice among in-house SEO leaders in Dutch e-commerce.
Linda Hogenes is Head of SEO at Coolblue, one of the largest e-commerce retailers in the Netherlands, Belgium, and Germany. She has worked in digital marketing and SEO for more than 17 years, more than a decade of which at Coolblue.
She worked on migrating 360 Coolblue domains into coolblue.nl and coolblue.be in 2018, and on adding French and English language versions and expanding into Germany with coolblue.de in 2020.
She focuses on technical SEO for very large e-commerce websites, site migrations, internationalization across languages and countries, and helpful content. She thrives when working with developers and sharing her knowledge about SEO.
Her talk "How Coolblue demonstrated E-E-A-T before it was cool" showed that, long before E-E-A-T and helpful content became hot topics in SEO, Coolblue already focused on providing the best content so customers could choose the best product for them.
She is a long-standing judge for the Friends of Search SEO Awards, serving for the fifth time in 2024 and again on the SEO jury in 2026.