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DOC.01 · home The Institute for Visibility reg. 1.001

TheSEO, a Dutch SEO agency building visibility.

A digital AI agency since 2017. We design, build and measure the visibility of Dutch brands, in Google and in AI answers. Six services, our own software and a hundred free skills. No empty promises, just solid foundations.

measurement by sector, monthly trends · TheSEO since 2017
Gianluca from TheSEO talking with someone at a table
Portrait of Gianluca, founder of TheSEO
reg. 1.001 · founder Gianluca digital AI agency since 2017
theseo.nl · what we do illustrative values, not measurements
01 · the scan is running

Reading what is there. The free SEO scan checks a page from top to bottom against 24 checkpoints.

02 · the position changes
  1. position 1example
  2. position 2example
  3. position 3example
  4. position 4example

Keeping track of where you stand. A position in a results list never stands still, so we measure it again instead of treating it as fixed.

03 · the answer takes shape

Recording who gets mentioned. The AI Index records ten company names per answer and saves that answer, as measurement note M.06 below explains.

This shows how the work is done, not its results. The names in the diagram are placeholders and the positions are examples; no measurement is shown. Actual measurements are in the National AI Index NL, and the free SEO scan shows what it finds on your page.

Section 01 · What we do

Six services, one structure

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services/index the marker moves through the six rows, seven seconds per row
Section 02 · Drawings

Three drawings, one building

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FIG.01 · foundations scale 1:50

The foundations: technical SEO

Crawlability, loading speed, structure. The work nobody sees, and the base everything rests on. Without foundations, every campaign sinks.

cross-section drawn to scale, not a measurement

FIG.02 · supporting structure scale 1:100

The supporting structure: content

Pages that answer questions before they are asked. Each page a beam, each cluster a floor, together keeping the brand standing.

illustrative layout, not an existing client website

FIG.03 · measuring instrument one model, gpt-5-mini

The measuring instrument: the National AI Index

We ask a language model the same customer questions for each sector and record which companies it names. Each question is repeated once its previous answer is more than 25 days old. Earlier answers are kept, so you can read what was said before. It produces neither a score nor a trend figure.

a scale, not a measured value

Section 03 · Instruments

Our own software, our own yardstick

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INS.01 · live

LinkLoop

Internal links on your own website and link exchanges with other sites. Every link monitored, credits returned if one disappears. Starter is free.

Open LinkLoop →
INS.02 · review preview

Jarvis

One brain between your AI tools. ChatGPT and Claude work with the same knowledge of your brand, clients and tone of voice.

Open Jarvis →
INS.03 · coming soon

Vordero

Smart quotes. From enquiry to proposal while your coffee is still warm.

quotes · under construction
INS.04 · used daily

MyParcel Dashboard

MyParcel shipments from several online shops in one operational dashboard. Exceptions at the top, a preview without an account. MyParcel is a Dutch shipping platform.

Open the dashboard →
INS.05 · open source

MCP server

Seven free tools directly inside Claude or another AI assistant, from an SEO scan to the AI Index.

Connect the MCP server →
INS.06 · free

Individual tools

Free tools and plugins for SEO and AI, without unnecessary clutter on your website.

Explore the tools →
~/theseo/instrumenten · diagram, not a log file
theseo ~ %
# the steps, not the results
✓ pages read, links suggested between related pages
jarvis remembers the changes for your next AI session
2017M.01 · founded
24/7M.02 · reachable
06M.03 · services
09M.04 · AI Index sectors
Section 04 · Measurements

The National AI Index

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Are you mentioned when someone asks a language model for a recommendation? The AI Index asks the same customer questions for each sector and saves every answer, so you can see who gets named and who disappears.

who a language model names · counts from our own measurements FIG.05b · dataset 2026.1 · gpt-5-mini
Netherlands · most mentionedmentions
  1. 01Bol.com368
  2. 02IKEA294
  3. 03Coolblue287
  4. 04MediaMarkt228
  5. 05Dept211

How often the name appears across all nine sectors together. This is a count, not a judgement of quality.

2,501valid measurements out of 2,520
360questions in the question lists
9sectors with their own list
3,807company names in the count
three of the nine sectors · top threementions
Marketing and digital growth
  1. 01Dept186
  2. 02MediaMonks93
  3. 03OrangeValley92
Retail and electronics
  1. 01Coolblue248
  2. 02MediaMarkt228
  3. 03Bol.com191
Logistics and fulfilment
  1. 01PostNL115
  2. 02DB Schenker91
  3. 03Kuehne + Nagel89
Source: our own research, 2,501 valid measurements out of 2,520, 360 questions across 9 sectors, gpt-5-mini without web access, measured on 29 July 2026, dataset 2026.1. The full results are in the National AI Index NL, and every count can be checked against the open data NL.
09M.05 · sectors with their own question list
10M.06 · company names per answer
07M.07 · measurements per question
75M.08 · euro for your brand report

Check your brand in the index → NL

Download the open data, CSV and JSON → NL

Section 05 · Evidence

Real clients, real work

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SRV.02 · PPC · Miraflores Thuiszorg The account behind the work.

An ad group for each care type and region, so someone searching for overnight care in Utrecht, the Netherlands, sees a different advert from someone searching for household support. The screen alongside shows the account structure, not its results.

PPC case studies → NL
image · the account on a phone
Phone showing a Google Ads ad group for home care in Utrecht, from our work for Miraflores Thuiszorg
Section 06 · Free

Start free

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free/index the marker moves through the six rows, seven seconds per row
Section 07 · Who it is for

Who this works for

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We work with businesses that want more than SEO alone or advertising alone. A single service rarely solves the real problem.

Advertise only, and you pay for visits that land on a page which does not convince.

Work only on your organic visibility, and you wait months for something an advert could have brought you tomorrow. If a language model never names you either, then for a growing group of buyers you simply do not exist. So we put the six services above side by side and start with the question of which one gets you something soonest, even if that turns out to be only one of them. Alongside these services, social media management uses AI-generated video at a fixed monthly fee rather than an hourly rate. For businesses assessing Jarvis, its trust centre holds the data processing agreement, sub-processors, logging, incident process and what happens when you leave. Vacancies and freelance collaboration describe two ways to work with us, neither of them an employment contract.

We would rather have real growth than as many accounts as possible.

Not modesty, plain arithmetic: a campaign that is adjusted every month based on its actual results needs attention you cannot spread over an unlimited number of clients. There is a practical side too. In a number of trades we work with one client per region and take on no direct competitor in the same working area, because otherwise we would bid against ourselves in the same auction. That is stated per trade and per town on the relevant page, including the region already taken. TheSEO is registered at Albert Plesmanring 9, 3712 DA Huis ter Heide in the Netherlands and works in Central European Time. All six services are delivered remotely. Abroad, strategy does not include a day at your office or a reserved fixed weekday: you deal with the same person throughout, in English, at a time that suits us both. We invoice in euro, without converting to another currency on this site. For business clients elsewhere in the EU with a valid VAT number, VAT is reverse charged. Outside the EU, the treatment depends on your country and is settled in writing before a quote goes out. We work with businesses, not consumers.

A half-hour call is the quickest way to hear what that means for you: which of the six services will help first, what it costs and what it will not do. Book a call NL, or start with the free SEO scan and its 24 checkpoints.

Gianluca explaining something at a table during a conversation with a client
image · the half-hour conversation described here
FIG.04 · measurement record gpt-5-mini
the question current answer ten names month -1 saved month -2 saved

diagram of a measurement record, not a measured value

DOC.A1 · National AI Index · running since March 2026

We repeatedly ask a language model the same customer questions for each sector and record the ten companies it names. Each question is repeated periodically and earlier answers are kept. You can see who is named now, and who appeared six months ago but no longer does.

Nine sectors with their own question lists, 360 questions and 2,520 model answers: those figures and the full methodology are in the National AI Index NL, and every count can be checked against the open data NL. Below are the questions people most often ask about it.

Look up your sector → NL

Section 08 · Questions

Frequently asked questions about the National AI Index

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What is the National AI Index?

A running measurement of which Dutch business names a language model gives when someone asks a buying question. Nine sectors have their own question list, ten company names are recorded per answer, and seven measurements are kept per question: the current answer plus six earlier ones. You see not only whether you are named, but whether that is changing.

How often is it measured?

A question is asked again once its previous answer is more than 25 days old. There is no fixed moment when everything runs at once; the index keeps going and every question has its own clock. That is deliberate, because a model does not change on a fixed day either.

What does a brand report cost?

The brand report costs €75 as a one-off. If you would rather keep following it than take a snapshot, continuous monitoring costs €75 per month. The index itself is free to view.

Why should this matter to me?

Because an AI answer gives a handful of names rather than ten blue links. If you are missing from that list, there is no second page where that customer might still find you. The index shows whether this is already happening in your sector and whether your name appears, before you start guessing.

What can I do today for free?

Three things without signing up: the free SEO scan checks your most important page against 24 checkpoints, our library offers 100 free skills for Claude, and the knowledge base shares the method behind each service. What you need next depends on what the scan shows.

Section 09 · Next stepreachable 24/7
Book a call ↗ NL