Internet entrepreneur from the Netherlands. I'm the founder of Yoast, the company behind the most popular WordPress SEO plugin. Now I invest in and build digital companies through Emilia Capital, and I'm working on Progress Planner. Read more →
A WordPress plugin that helps site owners build consistent content habits and track their website progress.
InvestmentInvesting in and building digital companies, with a focus on open source and the WordPress ecosystem.
CodeContributing to WordPress core, building tools, and sharing code on GitHub.
I've been arguing that the next open web needs machine-readable architecture. So I built a piece: seo-graph, a schema.org JSON-LD graph engine that now powers four sites and a CMS plugin. Built in a single session with Claude Code.
Anil Dash calls it the endgame for the open web, and he's right. But the structural collapse has already started. The indie web is mostly gone, the winners have already left, and defense alone won't fix it. The question isn't how to protect what remains. It's what to build next.
WordPress's deepest problems aren't cosmetic, they're architectural. The responses to EmDash from Matt Mullenweg, Hendrik Luehrsen, and Brian Coords crystallize what needs to change: the data model, content storage, and plugin permissions.
Cloudflare just launched EmDash, a CMS designed for how we actually build in 2026: AI agents, structured content, edge deployment. Here's why it matters.
I built an AI-powered Q&A feature that lets you ask questions about anything I've written. Here's how it works, and why I built it on Cloudflare Workers AI.
For twenty years, wanting a website meant needing a CMS. That's no longer true. The real question people ask now is simpler: how do I get my content on the web?
If you were around for early SEO, the current AI-content wave should feel familiar. The difference is speed: what used to take years now takes weeks.