Many people contribute practically to our projects, but a lot of volunteer work is also done behind the scenes. In this case, literally behind a screen. Maarten Koolen helps us with his knowledge and expertise to improve our visibility. We thought it would be nice to learn a little more about him and his motivations.
1. Can you briefly introduce yourself? “Who are you, what do you do in daily life, and what are your interests?”
My name is Maarten Koolen, and in daily life, I’m an entrepreneur. I started about twelve years ago after realizing I’d rather work 80 hours for myself than 40 hours as an employee. It sounds cliché, but that’s really how it feels. I grew up with a strong work ethic, but it intensified when I first started my business and saw competitors getting endless funding from investors. To beat them, I decided to work twice as hard—and it worked.
I’ve since sold those companies and now have more time for my family, which was often lacking over the past ten years. I love it, though it’s challenging—picking up the kids from school, taking them to hockey four times a week, and starting new businesses. Still, that rollercoaster of ups and downs with new ventures, combined with raising kids, is something I truly enjoy. A well-established company feels great but also a bit dull. You could say, “Owning the business is the end of the fun.” Currently, I’m working on e-commerce, a completely different world from the legal trademark services I came from. Yet, I see plenty of opportunities to achieve strong online visibility in this field, and it’s going well. For example, my website https://www.doolioo.nl/ is almost ready—I just need to add the actual webshop section with products, and then it’s live. Early next year, I’ll launch another company that I’m setting up now.
2. How did you get involved with Serve the City? “What was your first contact with the organization?”
My first contact came during a special time. My kids switched schools last summer and started at Sint Jan. They quickly made new friends, and through that, I met many parents. Shortly after, I ended up in the hospital and was amazed at how many of these parents immediately stepped in to help me and my partner—taking care of the kids and supporting me. Brigitte even sent me some interesting podcasts that I secretly learned a lot from.
Eventually, I discovered what she did with Serve the City. I wasn’t familiar with it, but since my world revolves around keywords and online visibility, I quickly checked how Serve the City’s website was performing. I noticed the English section was doing well, but there was room for improvement—especially in Dutch. I don’t remember exactly how it went, but I probably shared that with her, and that’s how we started taking steps to improve it.
3. Have you volunteered before, or is this your first experience? “What kind of volunteer work have you done before?”
During my student years, I held several voluntary board positions. I did this for Integrand while studying in Leiden and later organized trips for top law students at Erasmus University in Rotterdam. That was called the Talent Trip, and we went to Hong Kong and Buenos Aires.
It was volunteer work in the sense that it was unpaid, but it was also about gaining experience and building my CV. That feels different from volunteering for Serve the City, which gives more fulfillment.
4. What attracted you to using your SEO skills for a volunteer organization? “Why did you choose to apply your professional skills?”
Funny enough, I didn’t sign up as a volunteer right away—I gradually got involved as I got to know Brigitte and the organization better. I tend to talk endlessly about online visibility, so to make it more structured, I was invited to Serve the City’s office to share my knowledge and see how I could help improve their visibility.
I always find time during the week and weekends to tweak the website. There are constant developments in SEO and now also AEO and GEO—AI-based visibility, so to speak. I realized how happy it made me to contribute to Serve the City this way—and even more, to give something back in general. It genuinely feels great to do something for someone else for free. It gives me energy and fits alongside starting new businesses, which I also enjoy. Maybe I just like experiencing the other side of life—where people aren’t so materialistic. Perhaps. I’m still figuring that out.
5. What does your contribution to Serve the City look like? “Can you tell us about the projects or tasks you work on?”
In short, I make sure Serve the City’s website becomes more visible—especially the Dutch section. The English version also has room for improvement but already performs well, so that’s not a priority. You have to be careful with a site that’s already successful.
So far, I’ve restructured and optimized part of the Dutch site for keywords. I mapped the entire Dutch online market around volunteering and assessed how we can make progress step by step.
Some changes show results immediately; others take months to have an effect.
6. What do you enjoy most about volunteering at Serve the City? “Is there a moment that stands out?”
I don’t have a single standout moment because I’m not directly involved in projects with others—I mostly work behind the scenes.
What will always stay with me is the realization that volunteering gives so much fulfillment—even in my own way, behind the scenes. You really feel that you’re helping people.
People often say that volunteering is rewarding, and it truly is a unique feeling of satisfaction. Wonderful.
7. How does it feel to be part of an organization that helps the city and its residents? “What does this work mean to you personally?”
It gives me energy. Work always energizes me, thankfully. Sure, you’re tired after a week, but that’s different. That kind of tiredness and being tired from lack of sleep are two completely different things.
Volunteering doesn’t just give energy—it gives fulfillment.
8. What would you say to others considering volunteering but still hesitating? “Any tips or motivation for them?”
Do it. What I didn’t know is that you can sign up for just one event. Just contribute once—you don’t have to commit long-term if that’s a barrier. Just give it a try.
9. How do you see your role in the future at Serve the City? “Anything you’d like to do or develop?”
Right now, I’m happy with my role, and there’s work for years to come, so I’m not worried. The online visibility market keeps evolving, and we’re on top of it.
Still, I can imagine supporting Serve the City through my businesses in the future—either by donating regularly or helping with specific goals, like providing sleeping bags for the homeless, gifts for kids who don’t get Sinterklaas presents, or donating Christmas packages to people in need.
Do you want to be part of Serve the City’s volunteer community? Check out our activity calendar and discover your next adventure. Or if you have another talent you’d like to share, send an email to info@stcamsterdam.nl and get ready to meet people from all over the world! 🌍
