My Story
From in-house growth marketing to building and buying SEO agencies
Michael Ter Mors has spent nearly two decades in web development, digital marketing, and analytics. He grew up in the Netherlands, studied Business at Tilburg University, and built a career running integrated paid-search and SEO programs — including for household-name brands such as Norwegian Cruise Line and 1-800-Pack-Rat — before moving into agency leadership.
Today he operates on two fronts. As Partner at Conifr Media and CEO of Linkflow, he sells B2B SaaS organic-growth retainers built on technical SEO, content, conversion optimization, and Generative Engine Optimization (GEO). As founder of SEO Collective, he acquires and operates specialist SEO agencies — a roll-up documented publicly through the acquisitions of Conifr (2024) and Linkflow (2025), where the M&A broker Merge names him an experienced buyer.
His point of view — argued in full on the Sell With Authority podcast — is that traditional, ranking-obsessed SEO is giving way to value-driven search: earning trust across Google and AI answer engines rather than gaming a results page. It is the thesis behind everything he builds.
Outside the search world, Michael writes about sustainability and the transition to a low-carbon future — a long-standing personal interest, kept here as a separate essay rather than as part of his professional work.