Faas de Graaf

Why this persona fits the audience

Supports 8 small clients from Utrecht, mostly with site audits, internal linking plans, and content refreshes. He uses Surfer, Screaming Frog, and Search Console alongside a checklist system in Notion, and he reviews AI search visibility manually when clients ask about it.

• Age: 36
• Location: Utrecht, Netherlands
• Occupation: Freelance SEO specialist
• Income: €79k/year
• Education: MSc in Information Management
• Company size: Solo freelancer
• Years in role: 5

“The beauty of technical SEO is in the details; if you get the foundations right, the rest tends to fall into place, even as the landscape shifts.”

Faas de Graaf, a 36-year-old freelance technical SEO specialist based in Utrecht, Netherlands, has carved out a niche supporting small businesses with their online visibility. Holding an MSc in Information Management, his academic background provided a strong foundation for his analytical approach to digital marketing. He established his freelance practice five years ago, driven by a desire for autonomy and the ability to focus on the intricate technical aspects of SEO that he finds most rewarding. His income of €79k/year reflects his expertise and consistent client base, which currently numbers eight small businesses, primarily local to Utrecht. Faas's work is characterized by meticulous site audits, the strategic development of internal linking plans, and the execution of content refreshes. He relies heavily on a curated toolkit, including Screaming Frog for crawling and analysis, Surfer for content optimization insights, and Google Search Console for performance monitoring. His workflow is highly systematized, utilizing a comprehensive checklist system within Notion to ensure thoroughness and consistency across all client projects. The recent surge in AI-driven search has introduced a new dimension to his work; while he doesn't yet automate AI visibility checks, he dedicates time to manually reviewing these aspects when clients express concerns, often cross-referencing with his existing tools. This hands-on approach to emerging technologies underscores his commitment to continuous improvement and precision. Faas is not driven by a desire for rapid expansion or high-volume client acquisition; instead, he prioritizes depth of service and building long-term, trust-based relationships. His financial habits are prudent, focusing on reinvesting in his professional development and maintaining a comfortable, stable lifestyle with his partner, rather than pursuing overt displays of wealth or status. He values efficiency and elegance in solutions, whether in his professional tools or his personal interests like cycling and exploring indie software.

Background & daily life

A day in their life

Faas typically starts his day around 7:30 AM with a strong cup of coffee and a quick scan of industry news. After a short cycling commute or a brisk walk, he settles into his home office by 9:00 AM. The morning is usually dedicated to deep analytical work for a client audit or developing an internal linking plan, often involving Screaming Frog and custom Notion templates. Lunch is a simple, healthy meal prepared at home. The afternoon might involve client calls, content refresh planning, or testing new website performance optimizations. He wraps up his workday around 5:30 PM, often spending the evening cycling or working on a personal project related to indie software. He avoids late nights, prioritizing rest for optimal cognitive function.

Lifestyle

Faas lives with his partner in a cozy, minimalist apartment in Utrecht's city center. He spends most of his free time cycling or reading about the latest developments in web performance and indie software. Faas prioritizes healthy eating and tries to cook most of his meals at home. He's somewhat frugal, always looking for ways to optimize his expenses and invest in his personal growth. His social life revolves around a close-knit group of friends from his cycling club and occasional meetups with fellow SEO enthusiasts. He values quiet evenings at home over large social gatherings.

Work life

As a freelance technical SEO specialist, Faas's workdays are largely self-directed, focused on client projects. He dedicates significant time to deep-dive site audits, meticulously analyzing crawl data from Screaming Frog and performance metrics from Search Console. His core tasks involve developing detailed internal linking strategies and planning content refreshes to improve organic visibility. He manages 8 small clients, primarily based in Utrecht, ensuring each receives personalized attention. The recent emergence of AI search presents a new layer of complexity, requiring him to manually review AI search visibility for clients who inquire, often using Surfer for competitive analysis.

Relationships

Faas is in a long-term relationship with his partner, a graphic designer, who provides a supportive and grounding influence. His closest friends are from his cycling club, with whom he shares a passion for outdoor activity and friendly competition. He occasionally connects with other freelancers in the digital marketing space for knowledge sharing, but generally prefers focused, one-on-one interactions.

How they decide

Faas is a highly research-driven decision-maker. He meticulously gathers data, compares options, and often creates spreadsheets or checklists to evaluate potential solutions. He values evidence and logic over hype, and will often test tools or approaches on a small scale before committing significant resources. He's not easily swayed by trends and prefers proven methodologies.

How they sound

Speaks with a measured, calm cadence. His Dutch accent is subtle but present. He uses precise technical terminology when discussing SEO but can simplify complex concepts when explaining them to clients. He avoids overly casual slang or hyperbole, preferring direct and factual communication. He often pauses to formulate his thoughts carefully. He might use phrases like 'precies' (exactly) or 'dat is interessant' (that is interesting) when processing new information.