Good Business, Bad Marketing: SEO Audit for Tolk2Go by Kristian Koopman

I recently conducted an SEO audit for Tolk2Go, an interpreter service business in the Netherlands co-founded by Kristian Koopman. While Tolk2Go provides valuable services, its marketing efforts need significant improvement to better reflect the quality of its services.

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Tolk2Go‘s Preview

Tolk2Go: An In-Depth SEO Breakdown

Kristian’s website, Tolk2Go, has a domain rating (DR) of only 9, indicating that it doesn’t have much authority yet. It currently ranks for 1,958 keywords.

When reviewing Kristian’s website, the first standout element was the strong presence of branded keywords. This is a positive foundation—it indicates the site ranks for relevant terms with minimal competition, providing easy opportunities for quick wins.

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Website’s Metrics

As we looked deeper, I saw many chances to improve around booking interpreters online. Whether hiring interpreters or booking them for events, Kristian’s site could rank better for these searches. Since he’s already established in this space, he can easily stand out and capture more traffic for these services.

When reviewing the keyword data, I noticed the term “translator” stood out. For instance, his Turkish-to-Dutch translation page ranks in position 17 but isn’t bringing in much traffic, despite targeting 130 keywords. One of those keywords only brings in two visitors a month, far from its potential of ten.

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Keywords

There has been some progress—for example, one keyword jumped from position 74 to 21, which is a solid improvement. However, being at position 21 still won’t deliver the results he needs. To make a real impact, we should aim for the top three rankings.

While searching Kristian’s site, people were searching for his brand name—Tolk2Go—directly in search engines. This shows that his brand is recognized, but it also reveals opportunities for optimization.

The keywords he is targeting have a difficulty score of zero, meaning they’re easy to rank for. With the right strategy, he can dominate them. We often use Link Whisper, a WordPress plugin, to build internal links between pages. While his platform isn’t on WordPress, he can still manually build internal links to strengthen the site and improve rankings without the plugin.

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Keyword ‘Tolk2Go’

Tolk2Go lacks a Facebook pixel, which is essential for remarketing, and a Google remarketing pixel. This is a huge missed opportunity. Without these pixels, you can’t follow up with visitors to your site. Fixing this is critical to re-engage those visitors and keep them connected.

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Missing Facebook Pixel

Reviewing Kristian’s site traffic and pages, I noticed steady growth over the past few years. However, there has been a slight decline recently. Most of the traffic comes from the Netherlands, which makes sense as it’s the core audience, with Belgium following closely behind. There’s minimal U.S. traffic at this stage, and Germany, where Kristian recently expanded, hasn’t shown up significantly in the data yet.

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Traffic by Location

Kristian has done well creating country-specific pages, such as Spanish-Dutch, Turkish-Dutch, and Ukrainian-Dutch. For example, the Turkish to Dutch interpreter page ranks for 107 keywords, which is impressive. However, the page lacks backlinks, so it doesn’t have much authority. This is an easy fix.

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Not Enough Information on Service Pages

For B2B content, Kristian is already targeting industries like education and healthcare, which is a smart move. But he could take it a step further. If he mentioned the specific languages his team offers within these industries, it would give him the chance to link directly to his interpreter pages. That would drive more traffic to those key areas.

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Overall Perfromance of Tolk2Go

Right now, there aren’t many internal links connecting his pages. But he can easily fix that by pushing more link equity to other important pages, like the one for booking an interpreter. For instance, he’s done well in one case by using an in-body link, which is exactly what Google prefers.

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Links on Pages

The anchor text “hiring an interpreter” links to the “book an interpreter” page, which is perfect. But I also found a phrase, “You stay in control,” that looks like a link, but it isn’t. If Kristian wants to use that, he should make sure the anchor text is relevant—something related to interpreters or services, so it ranks for the right keywords.

Kristian’s website currently uses a mix of orange and blue to indicate links. This color combination can confuse visitors because some elements may appear clickable when they are not. To improve user experience, he should choose one consistent color for all links.

And I noticed he’s using stock images. He should aim for real photos. Authentic images build trust and make his business look more genuine.

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Stock Art

One thing I always remind clients about is connecting entities in their story. For example, if someone significant, like Kristian’s mother, plays a role in the brand, there should be a dedicated page for her, linking back to the main site. This signals to Google the importance of these connections.

Right now, Google seems confused about Kristian. There’s not enough online information, and it could mix him up with others or even spell his name with a “C” instead of a “K.” Building his online presence will clear up that confusion.

Kristian’s site is linking to someone else’s LinkedIn profile, which isn’t ideal. By doing this, he’s passing link juice to LinkedIn instead of boosting his site. Every time you link to a page, you pass value—what we call ‘juice.’ Right now, he’s linking to this person’s LinkedIn twice, but Google only counts the first link, so the second one doesn’t add any value.

Instead of linking to LinkedIn, Kristian should have a personal brand website, like kristiankoopman.com. This would give him control over his online presence and help build authority.

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Highlighted Text: Shows Same Link Twice

The keywords he wants to rank for should be clear and strategic, such as “Netherlands translator,” “translator for lawyers,” or “translator for doctors.” These should be used as anchor text to attract the right traffic. Currently, too much is linked to LinkedIn, but linking to a personal site would add more value.

He can start linking between related blog posts or location-specific pages. For instance, if he writes about Dutch or Turkish speakers, or has content aimed at lawyers or doctors needing interpreters, he can link to this page. Adding internal links will help improve keyword rankings and boost the authority of these pages.

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Tolk2Go’s LinkedIn

Kristian should run Dollar-a-Day ads on platforms like Facebook and Twitter, focusing on customer stories. While he’s linking to his social profiles, there’s no content yet, which needs to change. LinkedIn is a strong platform for him, especially for B2B, but he still needs to consistently post content there.

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Tolk2Go’s Facebook

Balancing between B2B and individual services is crucial. Organizations may become repeat clients, but the site should also cater to one-time needs, like notary appointments, wedding ceremonies, or specific client requests. Both audiences need clear messaging.

Kristian, who runs a B2B interpreter service, could go beyond just asking clients for testimonials. Instead, he could interview them on his podcast, focusing on their businesses. A “Client of the Week” segment, highlighting stories of their experiences rather than just positive testimonials, would create engaging content and strengthen relationships. A simple Zoom call can achieve this while uniquely showcasing his clients.

Every piece of content on Kristian’s site needs a face. His blog posts, like “How to Book an Interpreter,” currently lack authorship, making them appear faceless to Google. It’s crucial to establish credibility, so Kristian should ensure that each blog or article includes “By Kristian Koopman” as the author, linking back to his personal brand. This addition builds trust and authority.

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No Author Profile on Blog Posts

Even if Kristian isn’t a traditional consultant, he should show the human side of his service. For instance, if he operates a two-sided marketplace like Uber or Airbnb, he could share statistics on client usage, the languages he covers, and the number of successful matches made. This transparency not only impresses potential clients but also signals to Google that Kristian’s platform has real-world experience and expertise.

In the digital landscape, demonstrating E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness—is crucial for the performance of any site. Kristian’s page for attracting interpreters lacks detailed information and diverse engagement options. People prefer different formats—some like reading, while others prefer videos or infographics.

By sharing specific details about Kristian’s operations and success stories, he can strengthen his online presence and attract both clients and interpreters.

Additionally, Kristian should tap into the People Also Ask (PAA) section of search results to increase visibility.

Common client questions like:

  • “Are interpreters certified?”
  • “How do I book one?”
  • “What are the costs?”
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PAA

To address such questions, he should create brief one-minute videos answering these queries and upload them to his YouTube channel. This strategy would not only position him as an authority in the field but would also boost his chances of ranking higher in search results. For example, he could create content around specific language pairs, like Ukrainian to Dutch.

Uploading these videos to YouTube, which is owned by Google, would help boost his rankings. It’s essential to provide answers in various formats—text, video, or visuals—so people can choose what they prefer.

Even if his business operates entirely online and doesn’t rely on local foot traffic, completing the Google My Business (GMB) profile thoroughly will still improve his SEO. While he has already created some GMB posts, he must ensure all his business information is consistent across platforms.

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GMB Profile for Tolk2Go

Kristian should claim his business name on every relevant platform—YouTube, TikTok, etc.—even if he is not actively posting there. This consistency helps Google recognize the business across the web. Securing his name signals to Google that the business is active and reliable.

Consider allocating a small budget for ads. Even spending $1 a day on YouTube or LinkedIn can boost visibility, especially for testimonials. Highlighting testimonials in his ads builds trust in the services, particularly in key industries he is targeting. Investing in these small steps will help maintain a solid online presence.

His LinkedIn strategy is set, but he needs to increase engagement since his following is low (16 subscribers on YouTube).

Ensure the main website page links directly to all his language services. For example, the Arabic-to-English page should provide more detailed information. Explain what makes this service unique, discuss the challenges of Arabic-to-English translation, and clarify the importance of hiring a certified interpreter versus someone who just speaks both languages.

Potential clients may not understand the significance of certification, so highlight this difference. He could also use AI tools like ChatGPT to help generate content. Consider turning this information into blog posts on your main website, not on a subdomain or a separate WordPress blog. Keeping everything on the main domain will strengthen his SEO.

Actionable Tips

  • Leverage AI to enhance the content.
  • Feature interpreters through videos, interviews, and short content.
  • Highlight E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
  • Share personal stories and clients’ experiences.
  • Build detailed pages for language combinations and professional categories.

Kristian already has a network of interpreters and can recruit based on demand. If he partners with an agency that understands his content, they can manage updates using a checklist of necessary tasks. Whether he hires a virtual assistant, works with an agency, or handles it himself, it is important to ensure the tasks get completed. Most SEO updates require initial effort, with only minor maintenance needed afterward.

By refining these aspects, Kristian could attract more traffic, help interpreters showcase their skills, and make it easier for businesses to find the right match. It’s about building trust and visibility for his platform, benefiting interpreters and clients.

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Dennis Yu
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads.  He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.