From Criminology to Code: Marieke van de Rakt's Journey Through Tech, Teaching, and Investment

An Unlikely Path to Tech Leadership

Marieke van de Rakt's journey has been anything but predictable. With a PhD in criminology, her foray into the tech world began alongside her husband's burgeoning business. What started as casual assistance blossomed into a leading role at Yoast, the renowned SEO plugin company.

This "lucky" timing, as Marieke initially described it, was coupled with shrewd decision-making and a genuine desire to empower others through technology. Her focus shifted from criminology to crafting user-friendly tools within Yoast, like the readability analysis that helps millions improve their online content.

The Power of Local Impact within a Global Landscape

While her work at Yoast reached a global audience, Marieke's commitment to local impact is equally strong. Juggling teaching online marketing at a Dutch university and participating in local politics, she epitomizes the "think globally, act locally" philosophy.

This dedication to both the big picture and the immediate community keeps her grounded, she explains. Whether tackling global web improvement goals or addressing local park concerns, both perspectives offer valuable insights for the other.

Investing in People, Not Just Products

As a partner and owner of Amelia Capital, Marieke's investment philosophy prioritizes collaboration. More than just impressive KPIs, she looks for founders who value partnership and are open to feedback. "It won't make any sense," she says, "if people just won't want your opinion."

This collaborative approach reflects her experience building Yoast and extends beyond the tech world to investments in diverse fields, from clothing brands to natural skincare. A consistent observation? Founders' tendency to over-explain their product features rather than focusing on solving customer problems.

Navigating the Evolving E-commerce Landscape

While acknowledging the importance of AI, Marieke expresses concern about its misuse as a shortcut, particularly in content creation. She champions the responsible application of AI, emphasizing human oversight and the need for clear, concise messaging in e-commerce.

Observing her own children's shift away from Google towards social media platforms like TikTok and YouTube, she recognizes the changing landscape of online engagement. This shift, she believes, presents both a challenge and an exciting opportunity to innovate new ways of connecting with customers.

Championing Diversity and Inspiring the Next Generation

Inspired by the experiences of her daughter navigating a world still shaped by gender bias, Marieke is passionate about promoting diversity. She recognizes societal pressures impacting young women and emphasizes the importance of strong role models and unwavering support.

Her own "confidence," she reveals, is a learned skill rather than an inherent trait. This humility, combined with a relentless drive to learn and improve, makes her a true inspiration for aspiring leaders, particularly those from underrepresented groups.

"Most people are scared," she advises, "and you have to do it anyway. Just show up and try again."

Progress Planner: Gamifying Website Improvement

Born from her own struggles with procrastination, Marieke co-founded Progress Planner, a WordPress plugin designed to help users stay on top of website tasks. Through gamification and personalized recommendations, the plugin empowers users to tackle small, manageable steps towards building a better online presence.

Its evolution reflects a commitment to user feedback, shifting from broad directives to specific, actionable suggestions. The current iteration, featuring "Rafi's Recommendations" (named after her son), guides users through essential settings and optimizations, making website improvement less daunting and more rewarding.