At the Webwinkel Vakdagen, Matthijs van Lemel (EasyToys / EQOM Group) and Dex van Hofwegen (ChannelEngine) gave a talk about visibility on bol. The essence of their approach: systematically enriching product titles, descriptions, and content with keywords that buyers actually use.
To do that, they consult multiple data sources. Adyard was on that list. Not because EasyToys manages advertising campaigns through us, but because our keyword database contains data they can’t find elsewhere in such a structured way.
Why the keyword database
Adyard's keyword database is built from advertising data. We measure which terms have volume on bol, how that volume compares to similar searches, and which variants buyers use when searching for a product. We collect that data continuously, across thousands of categories.
For EasyToys, that information is valuable for a different purpose: content optimization. Bol matches product listings to search queries based on relevance. The better a product title and description align with the terms buyers type in, the higher a product appears organically, even without paid advertising.
Keywords that perform well in campaigns are almost always valuable in organic content as well. The data overlaps, and EasyToys makes use of that.
EasyToys' approach
During the talk, Matthijs showed how his team has built a workflow around keyword collection. For each category or product group, multiple sources are combined. Adyard is one of those sources, specifically used for bol-native search data.
The collected keywords are then incorporated into product titles, bullet points, and descriptions. The goal is not to cram as many terms as possible into a listing, but to place the most relevant terms in the right spots so bol can index the listing correctly.
It is a methodical approach. And the fact that EasyToys shares this publicly makes one thing clear: they believe in it. Structural content optimization delivers more than ad hoc adjustments.
What this says about the keyword database
We see the usage reflected in the data. The keyword database is used intensively every day, including by sellers who do not run active advertising campaigns through Adyard. Internally, we use it ourselves every day as well, when setting up campaigns, reviewing listings, and advising customers.
The fact that EasyToys uses the database as a content tool is exactly the use case the data is suited for. Keywords with volume on bol are relevant for both advertising and organic visibility. The application differs, the data source is the same.
