Navigating the Intersection of Growth, AI, and Technical Marketing
Website: vreeman.com · Last updated: October 2026
Find Simon Vreeman on: LinkedIn · X (Twitter) · Bluesky · Mastodon · Threads · Instagram · GitHub
Simon Vreeman has carved a distinguished career path marked by a continuous evolution from foundational web analytics to a comprehensive advisory role in growth and technical marketing. Currently, he works as a freelance Growth and Technical Marketing Advisor through Vreeman.com, alongside his role as a Growth Advisor at Curamando and Conversionista, both part of Eidra in the Netherlands. He describes his mission as helping brands "turn brand awareness into incremental profit by optimizing their websites based on insights and data for conversions, users, and search engines." His journey includes significant tenures as a Growth Marketing Manager at the innovative e-bike company VanMoof , a Senior CRO Analyst at Fietsenwinkel.nl, and earlier roles as a Conversion Specialist and Web Analyst at The Next Web (TNW). His academic background includes a Master of Online Persuasion, which he completed cum laude from Online Dialogue, providing him with a deep understanding of consumer psychology.
Vreeman's core expertise lies at the confluence of Conversion Rate Optimization (CRO), SEO, Web Analytics, and, increasingly, Artificial Intelligence (AI). He assists businesses in a wide array of areas, including overarching online marketing strategy, Google Tag Manager (GTM) server-side implementations, Google Analytics 4 (GA4) setups, Consent Management Platform (CMP) and advertising platform integrations, complex domain migrations, technical SEO audits, CRO initiatives, and website cookie and privacy audits. His client roster includes prominent organizations such as Profotonet, Elektramat, Rijksmuseum, OpenUp, TreeHouse (Huurwoningen.nl & Pararius.nl), Investment Officer, Moneybird, The Social Hub (formerly The Student Hotel), TEDxAmsterdam, and VST Fire Solutions.
A significant aspect of Vreeman's contribution to the SEO community is his development of practical tools and his thought leadership, particularly concerning the integration of AI into search. He has created resources like a Google Analytics 4 UTM Campaign URL Builder and scripts for A/B/n and MVT testing using GTM and Cloudflare, as well as example GTM containers. More recently, he has developed OpenAI GPT-powered tools such as the "Marketing Insights Guru," designed to provide actionable insights from Google's marketing papers, and "Stoic Sage," a philosophical guide that has since grown into stoicsage.ai, a standalone site offering semantic search over more than 1,400 passages, complete with an API and an MCP server. His active sharing of insights on how AI is reshaping search—covering topics like AI Overviews, Google's AI Mode, and the concept of "Relevance Engineering"—positions him as a forward-thinker in the field. His written contributions include articles for TNW, such as "Marketing the TNW Way #9: A/B Testing with Google Tag Manager". Furthermore, Vreeman actively engages with the community through platforms like Mastodon , podcast appearances on shows such as the TechSEO Podcast and the Data to Value Show , and by providing testimonials for valuable industry tools like AlsoAsked, which he describes as a "great inspiration tool for creating unique and valuable content. Not just for SEO but also for CRO and other marketing channels".
In 2025 and 2026, Vreeman turned his own website into a testbed for the agentic web. His focus on Growth & Technical Marketing is, as he puts it, "now powered by AI of course." Vreeman.com exposes a WebMCP search tool on its homepage, an MCP server, an AI catalog advertised through robots.txt, an EntityMap of more than 100 entities, an Open Knowledge Format bundle, and an llms.txt file, making his content directly usable by AI agents. He also built ChatJPT, an AI chatbot running on Cloudflare Workers AI. On stage, he spoke at the SEO Benelux Meetup at DPG Media in Amsterdam in May 2025 and was selected as a community speaker for Google Search Central Live Deep Dive Europe 2026 in Barcelona. These appearances build on a long speaking record that includes Search 'n Stuff Antalya (2024), Search Y Paris, Friends of Search, and Emerce Digital Marketing Live (all 2020), the e-Commerce Conference in Athens (2019), the Conversion Hotel Unconference, MeasureCamps in London, Amsterdam, and Bucharest, and guest lectures at the Amsterdam University of Applied Sciences.
Vreeman's SEO philosophy is distinctly modern, advocating for professionals to become "the brand's semantic architect for the AI age". This perspective suggests a fundamental shift from a purely keyword-centric approach to a deeper, more structural understanding and organization of brand information tailored for AI interpretation. His interest in "Relevance Engineering" further underscores a holistic marketing strategy that addresses the profound impact of Large Language Models (LLMs) on search, moving beyond traditional SEO tactics. He champions the necessity for agility, sustained curiosity, and continuous learning to effectively navigate the rapidly evolving search landscape. His tenure at VanMoof, where the goal was to "get the next billion on bikes," provided a fertile ground for the practical application of his growth marketing principles. This involved a phased approach, moving from fixing foundational issues ("Crawl"), to optimizing user pathways ("Walk"), and ultimately to building lasting customer relationships ("Run").
Vreeman's work demonstrates a proactive and integrative approach to AI in SEO. He is not merely observing AI's impact but is actively shaping a vision where SEOs are crucial "semantic architects." This is evident in his consistent discourse on AI-driven search advancements and, more concretely, in his development of AI-powered tools like the "Marketing Insights Guru". This tool, for instance, helps marketers leverage Google's own extensive documentation, indicating he is building practical solutions for an AI-centric era. This pattern of communication and creation signifies a leadership stance, aimed at guiding the SEO community on how to thrive with AI, rather than simply react to it. Moreover, Vreeman exhibits a strong capability to bridge high-level strategic thinking with tangible, hands-on execution. While he discusses abstract and forward-looking concepts like "Relevance Engineering" , his professional offerings include concrete services such as GTM implementations, GA4 setups, and privacy audits. The development of practical tools like the UTM builder and A/B testing scripts further illustrates this duality. This blend of conceptual foresight and practical application is a hallmark of an expert who not only grasps complex ideas but can also translate them into actionable strategies and tools, a vital skill set for navigating the future of search.
Simon Vreeman is a freelance Growth and Technical Marketing Advisor through Vreeman.com, and a Growth Advisor at Curamando and Conversionista, which are part of Eidra in the Netherlands. His main focus is on Growth & Technical Marketing, operating at the intersection of Conversion Rate Optimization (CRO), Search Engine Optimization (SEO), and Web Analytics, and now powered by AI.
Simon Vreeman has developed several practical tools, including a Google Analytics 4 UTM Campaign URL Builder, scripts for A/B/n and MVT testing using Google Tag Manager and Cloudflare, and example GTM containers. He has also created OpenAI GPT-powered tools like the "Marketing Insights Guru" and "Stoic Sage", which has since grown into stoicsage.ai with semantic search, an API, and an MCP server.
Simon Vreeman advocates that SEOs should become "the brand's semantic architect for the AI age," focusing on relevance engineering and structuring brand data for LLMs.
Simon Vreeman implemented a phased strategy: Crawl (fix basics), Walk (optimize with insights), Run (build customer journey from awareness to advocacy).
Simon helps with online marketing strategy, GTM (Server-side), GA4 setups, CMP/ad platform integrations, domain migrations, SEO audits, CRO, and cookie/privacy audits.
He spoke at the SEO Benelux Meetup at DPG Media in Amsterdam in May 2025 and is a community speaker at Google Search Central Live Deep Dive Europe 2026. Earlier talks include Search 'n Stuff Antalya 2024, Search Y Paris 2020, Friends of Search 2020, and several MeasureCamps.