The institute for visibility.
Since 2017 we have been building brands that get found, in Google and in AI. Two rules are fixed: we never work for competitors of our clients, and we are reachable 24/7. Visibility keeps no office hours, so neither do we.
One point of contact, no layers in between
This is Gianluca's institute. You speak directly to the person who builds your campaigns and your visibility, and who carries responsibility for the result. No handovers, no account managers, no noise. Companies that want to hire that capacity in for a while, and specialists who want to work alongside it, will find both routes on online marketing vacancies and freelance collaboration.
Did you arrive here through an article? Then you have already read his work. Every text on this site was written or edited by him, with help from the institute's own AI instruments. So it goes for clients too: a person at the wheel, machines doing the work. What AI systems from outside may in turn do with the texts on this site, and on which two conditions, is written out in our AI policy.
Gianluca has been doing this since 2017. TheSEO is the trading name under which Mansotti does this work; Mansotti is registered with the Dutch Chamber of Commerce under number 77834453, and those details are at the foot of every page. In practice it is the place where SEO, Google Ads, websites and software of our own come out of the same workshop.
What being a Dutch company means for you, if you are not
We are established in the Netherlands and we say so everywhere, including in the footer, because you are entitled to know who you are contracting with. Practically it means three things.
Every service is delivered remotely, so distance is not the obstacle. Invoicing is in euro, and for a business in the United Kingdom, Ireland or elsewhere in the European Union the tax is reverse charged, which is set out on the pricing page. And the strategy service runs differently outside the Netherlands: the day at your own office that can be arranged within the Netherlands is not part of it abroad, and what you get instead is the same person throughout, in English, at a time that suits us both.
How the institute works
Measure
Every collaboration starts with a baseline measurement: positions, traffic, technology and AI visibility, recorded before we change a single letter. What you do not measure you cannot improve, and certainly cannot prove.
Build
Then we build: technology, content, campaigns and internal links, from foundation to growth, in that order. Not loose tricks, but one coherent system in which SEO, paid search and software reinforce each other.
Prove
Every month we put the new measurement next to the baseline. Growth you can see is nice; growth you can prove is policy. Your report reads like a file, not like an excuse.
| 2017 | founded · running every day since |
|---|---|
| 24/7 | reachable · outside office hours too |
| 1 | point of contact · from strategy to delivery |
No competitors of clients
An institute has rules. Ours are short: we take one client per market, so we never work for your competitor. We are reachable when you work, and when you do not. And we only hold an opinion once we have measured it. That last one is written policy: truth above marketing. A figure comes with a source and a link, or it does not come. We publish our own figures only when the underlying file is there. And a claim that no longer holds comes off the site.
Rule 01 above is a sentence of ten words and then it sounds like a promise. As a grid it is a decision with consequences you can point at: every row is a trade, every column a region, and as soon as one cell in a row is taken, we can no longer accept the other cells in that row.
# Watch the bottom row. It plays the rule out: a cell is taken, and the neighbours in the same row close, because those are that client's competitors.
# Rows are independent, so a client in one trade never blocks a client in another, not even in the same city.
# This is the shape of the rule. Which cells are actually taken is not on this page.
For you it means two things at once: if your cell is free you can have it, and if it is taken we should say so straight away instead of sending a quotation.
Honesty first: every client we have today is in the Netherlands, and every region in the grid above is a Dutch region. So for a trade in Leeds, Cork or Malaga the answer today is that the cell is free, and it is free because nobody has taken it, not because we cleared it for you. The rule works the same way once you are in it: take the cell and the row closes behind you.
The timeline of the institute
Since 2017 something has been added every year. This is the timeline as we keep it ourselves: what stands, what we are working on now and which direction it is going. Not a roadmap of promises, but the state of the work.
Where we come from: 2017 to 2025
We started in 2017 as a trading name of Mansotti, doing the work it still turns on: making sure you get found. SEO, Google Ads and WordPress websites, with one client per market. Along the way the same thing kept happening: the tool the client work needed did not exist, so we built it ourselves. That is where LinkLoop came from, for internal links and link relationships, and the MyParcel Dashboard, which puts the shipments of several shops on one screen. Then AI became a fixed part of the trade: AI training for teams, and the first instruments of our own.
What we are working on now: 2026, in progress
In 2026 theseo.nl is moving from WordPress to a platform of our own on Cloudflare. Not for the technology, but for what you notice: faster pages, tools that run inside the site itself and one whole made of services, software and knowledge. Meanwhile the client work simply carries on.
| State | What | Detail |
|---|---|---|
| running | Client work | SEO, Google Ads and websites for regular clients, reachable 24/7 |
| in hand | The new platform | Every page is finished and inspected before it moves across |
| in hand | The big test round | Every form, every tool and every flow, on desktop and phone, with real input |
| done | 100 free Claude skills | Thinking frames and working methods, ready to install. Counted on 25 August 2026: 100 skill pages and 100 distinct links to them from the skills index |
| running | The AI Index | We measure which company names AI names and publish the data openly. Last measurement: 29 July 2026 |
| running | Jarvis and our own MCP server | One company brain for your AI tools, and seven free tools straight inside your AI |
Six lines, three states, and only one of them is finished. So that is the honest answer to how far along this is. Anyone writing a timeline on which everything is done is writing a sales page.
One of the six sits under done, and that is the most honest column of the three. The middle column is where this year is. The left column is what keeps running meanwhile. What stands under the next heading is deliberately not counted here, because direction without a date is not a state of work.
Where it is going: direction, no dates
What comes after this is direction, not a promise with a date. Client portals of our own, so you follow requests, work in progress and results in one place. A living platform that is measured and adjusted daily. And more of our own research and open data, so you can check what elsewhere is only asserted.
Everything we do
Six services and software of our own, all under one roof and with one point of contact. Every line below has its own page with the approach, the examples and the next step.
| Code | What | In one line |
|---|---|---|
| SRV.01 | SEO | Being found structurally: technology, content and authority |
| SRV.02 | Advertising | Google Ads that pay for themselves, every euro traceable |
| SRV.03 | Websites | Bespoke WordPress: fast, secure and built to be found |
| SRV.04 | Link building | Earned relationships, no tricks |
| SRV.05 | Strategy (NL) | Your outside marketing department, from plan to delivery. Outside the Netherlands the day at your office is not part of it and there is no fixed weekday; you get the same person throughout, in English, at a time that suits us both |
| SRV.06 | AI training (NL) | For teams that want to work faster, not harder |
| INS.00 | Software (NL) | LinkLoop, Jarvis, the MyParcel Dashboard and shortly Vordero, tools out of our own workshop |
| M.01 | AI Index (NL) | Which company names a language model gives: 360 questions across nine sectors, 2,520 answers kept. The dataset is published openly so you can check it |
The names behind the work
One client per market: where we serve a trade in a region, we take no second client in that same trade there. Which trades and regions are currently taken is stated on the page for that trade. These are brands we work for or have worked for, the same ones you find in the cases. In a call we show per name what happened.
eight brands, eight markets, no two the same
The names, the regions and the services on this list are exactly as they are on the Dutch page. We have not added a brand to make this read better for an international market, and we have not removed one either. If that means the list looks Dutch, that is because it is.
About TheSEO and the way we work
Who is behind theseo.nl? Short answer: we are, and since 2017 we have been building online growth, with one point of contact from strategy to delivery. Not separate marketing actions, but strategy, visibility, technology, content and conversion forming one whole.
Two commitments make us different from most agencies. Reachable 24/7 is the first one, so you never stand at a closed door when something is happening. And we do not work with direct competitors of existing clients. Choose us and we work in your market for you alone.
Human thinking comes first, AI is the accelerator. We use AI where it makes your result faster or better, never as a trick. Above it hangs one policy that sums everything up: truth above marketing. A figure we cannot pull from our own data, we do not name, and a claim that no longer holds comes off the site. And we think in programmes, not in projects. The best collaborations are rarely the fastest, but they are the strongest.
From complaint to service
Seven sentences an owner actually says, and where each of them lands on this site. The block above them applies to all seven: strategy first, delivery after. Skip that step and you buy a service and solve a symptom.
| What you say | Where it goes | Why |
|---|---|---|
| I am not being found. | Improve SEO | from technology to content |
| Results have to come faster. | Google Ads | campaigns that pay for themselves |
| My site is the brake. | WordPress specialist | fast and findable |
| I lack authority around it. | Link building | earned references |
| I want everything under one plan. | Strategy team (NL) | your outside marketing department, abroad too, with the same person and in English |
| My team has to learn to work with AI. | AI training (NL) | for your own people |
| My process needs something bespoke. | Software of our own (NL) | built on your process |
Seven entrances, one point of contact. That is why these rows sit next to each other and not as seven separate service pages each with its own sales story: whichever row you come in through, the conversation starts at the same question and the delivery runs through the same person. Choosing two rows happens more often than one, and then the order between those two is the first thing we settle.
Who TheSEO makes a difference for
Our client list is short on purpose. A limited number of clients we go deep for, rather than dozens of businesses at once that nobody really looks after. You fit us well if you:
- are done with disconnected marketing;
- want to be found better on the subjects that genuinely matter;
- are looking for more grip on your requests, pages and campaigns;
- want to invest in a foundation that still holds in a year.
Recognise yourself? Then a short growth call is the logical first step. Book a slot in the calendar or email sales@theseo.nl; there are no obligations attached to the call.
Why you would book a call
Because it gets you more than it costs. A first call here is a measurement, not a pitch: you say what you do and where you want to go, we look at what stands and say honestly what we see. Sometimes the conclusion is that you do not need us; you hear that too.
Honest also means this: we take one client per market, so you hear straight away whether your market is still free. You speak directly to Gianluca, not to a sales department, and there are no obligations attached to the call.
Book a slot in the calendar, or email sales@theseo.nl, or call +31 6 29 91 97 56. Every time we name is Europe/Amsterdam, which is one hour ahead of the United Kingdom and Ireland.