Local SEO in Belgium: how to truly get found in 2025

Local SEO has been an important part of online marketing for years, but in 2025 it will be crucial for Belgian SMEs looking to grow in an increasingly competitive digital market. With new algorithms, AI integrations, and changing consumer behavior, local visibility is no longer optional, but a strategic must. In this article, we delve deep into the latest local SEO strategies for Belgium and how your business can benefit from them.

Summary

• Local Pack dominance: Google shows 3 local businesses with a map for "service + location" searches
• NAP consistency required: Name, Address, Phone number must be identical everywhere for AI recognition
• Hyperlocal link building: Links from Belgian news media, associations, and event pages carry more weight
• Google Business Profile optimized: Complete information, UTM tags, regular updates, and active review response
• Local landing pages: Unique content per location, embedded maps, local testimonials, FAQ per region
• Voice search integration: Optimize for "near me" queries with natural language and a fast mobile site

What is local SEO in 2025?

Local SEO (Search Engine Optimization) focuses on optimizing your online presence to improve visibility in local search queries such as "web designer Ghent" or "physical therapist in Leuven." For these types of searches, Google often displays the Local Pack (a map with three local businesses) and Google Business Profiles.

In 2025, local SEO will be much more than just an optimized Google Business listing. It's about:

• NAP Consistency (Name, Address, Phone number)

• Local landing pages with unique content

• Hyperlocal link building

• AI-powered content optimization

• Reviews, reputation, and sentiment analysis

• Structured data and GEO schemas

• Integration with voice search and zero-click search results

“46% of all Google searches have local intent - optimization for these queries is essential for SMEs.”

— Joy Hawkins, Owner of Sterling Sky
Source: BrightLocal - Local Consumer Review Survey

The key pillars of local SEO for Belgian SMEs

1. Google Business Profile optimized for 2025

Ensure your profile is fully completed with up-to-date opening hours, services, photos, products, and regular updates. Respond actively to reviews and use Google Posts for promotions or news.

• Add new options such as "services by appointment" or "AI chat available"

• In your business description, use keywords that match local search intent.

• Integrate UTM tags in links to better track traffic

2. Create or improve local landing pages

Having a separate page for each location or service area increases visibility and relevance. Optimize each page for a specific location + service combination (e.g., "marketing agency Antwerp").

Take care of:

• Unique local content (no copy-pasting!)

• Local customer cases or testimonials

• Embedded map + directions

• FAQ section per location (SEO + GEO boost)

👉 See also our article: Conversion Rate Optimization (CRO) for e-commerce: practical tips to increase your conversion rate

“Local backlinks are 5x more valuable than generic links for local SEO rankings and authority.”

— Mike Blumenthal, Founder of Near Media
Source: Blumenthal's Local Search Blog - Local Link Building

3. Hyperlocal link building in Belgium

Links from local websites, news platforms, associations, and niche blogs carry more weight than ever. Look for:

• Local event pages

• Regional news media

• Belgian business directories such as goudengids.be or inforegio.be

• Sponsoring local initiatives or sports clubs

4. Leveraging AI & structured data for local visibility

Use structured data (such as LocalBusiness, FAQ, OpeningHours) and consider GEO schemas to optimize your content for zero-click results and AI-generated answers in Google and Bing.

• Add FAQ structured data to your service pages

• Ensure a correct @type in your schema: LocalBusiness, ProfessionalService...

• Use geo, address, priceRange en Opening Hours in your JSON-LD

Our own site already uses this; see the ClickForest header injection for a working example.

“Companies with fully optimized Google Business Profiles get 70% more website visits than unoptimized profiles.”

— Greg Gifford, Director of Search at Wikimotive
Source: Search Engine Land - Google Business Profile Optimization

5. Reviews, reputation, and sentiment analysis

In 2025, Google will not only analyze if you have reviews, but also how people are talking about you. Sentiment analysis of reviews, posts, and mentions will influence your ranking.

Tips:

• Actively request reviews after each project.

• Automate your follow-up using tools like ReviewForest or Localyser

• Respond empathetically and quickly to negative feedback

“Reviews are the new form of word-of-mouth marketing - 85% of consumers trust online reviews as much as personal recommendations.”

— Darren Shaw, Founder of Whitespark
Source: Whitespark - Google Reviews Impact on Local SEO

6. Integration with voice search & zero-click

More and more searches in Belgium are conducted via voice, especially on mobile devices. Think of queries like "Where can I find a copywriter in Mechelen?" or "Open now: bicycle shop in Hasselt". Therefore, optimize for:

• Long-tail keywords and natural language

• Opening hours in schema.org

• Mobile-friendly site with fast loading times

• Local featured snippets (answers to frequently asked questions)

“Local SEO in 2025 is not just about being findable, but about being findable with the right context and relevant intent.”

— Phil Rozek, Co-founder of LocalVisibilitySystem
Source: Local Visibility System - Local SEO Trends 2025

Local SEO versus national SEO

The difference isn't in the technology, but in the focus. Local SEO is all about relevance in a geographical context. Local searches are also often more strongly connected to immediate purchase intent. For example:

• "Social media agency"

• versus

• "Social media agency in Bruges"

The latest search query is much more targeted and has a higher chance of conversion.

👉 Also read: Performance marketing in the AI era: from clicks to conversations

Finally, what are the benefits?

In 2025, local SEO is no longer a nice-to-have, but a growth accelerator. Belgian SMEs that apply this strategy smartly will:

• increase their visibility faster in their region

• attract more high-quality leads

• outperform their local competitors

• improve your ranking in zero-click search results and voice assistants

Ready to get started? At ClickForest, we guide you step-by-step in setting up or optimizing your local strategy, from audit to implementation.

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Frequently asked questions about local SEO in Belgium

• What is the difference between local SEO and regular SEO?

  Local SEO specifically targets searches with a geographical component, such as “bakery in Antwerp”. Regular SEO is broader and aims for national or general visibility, without a focus on location.

• How does Google know the location of my business?

  Through your Google Business Profile, structured data (such as LocalBusiness with address and coordinates), local citations (like the Yellow Pages), and IP or GPS data from your website visitors.

• Does my SME really need a local SEO strategy?

  Absolutely. Consumers are increasingly searching locally and on mobile. Businesses without an optimized local presence are losing direct opportunities to nearby competitors.

• How important are reviews for my local ranking?

  It's very important to consider not just the number of reviews, but also their content, frequency, and sentiment, as these factors influence your local visibility and credibility.

• Can I optimize multiple locations with a single website?

  Yes, through separate local landing pages for each location or region, each with unique content, its own directory, testimonials, and FAQs. Avoid duplicating content.

• Which tools are useful for local SEO?

  Tools like Google Business, BrightLocal, Whitespark, Moz Local, and SERanking help you track and improve your visibility, citations, and rankings.

• What are local backlinks and why are they important?

  Local backlinks are links from websites within your region (e.g., local news outlets, associations, or blogs). They help Google understand that you are locally relevant and increase your authority in local search results.

• Does structured data really work for local SEO?

  Certainly. Structured data, such as @type: LocalBusiness, geo, address, and openingHours, makes your content more understandable for search engines and increases your chances of zero-click impressions or voice results.

• What is the role of voice search in local SEO?

  Voice queries are often locally oriented and phrased in conversational language. Therefore, optimize for natural sentences, frequently asked questions, and fast loading times on mobile devices.

• How quickly will I see results from local SEO efforts?

  That varies, but with a well-optimized profile and strong local pages, you'll often see improved visibility and increased traffic within 4 to 12 weeks.

Sources and references

Local SEO statistics and trends 2025

• BrightLocal: "31 local SEO statistics you need for 2025" - https://www.brightlocal.com/resources/local-seo-statistics/

• SEO.com: "Top 10 local SEO statistics for 2025" - https://www.seo.com/blog/local-seo-statistics/

• Backlinko: "24 must-know local SEO statistics for 2025" - https://backlinko.com/local-seo-stats

SEO in Belgium: complete guide and strategies

• AppLabX: "A complete guide to SEO in Belgium in 2025" - https://blog.applabx.com/a-complete-guide-to-seo-in-belgium-in-2025/

• Sortlist: "The 10 best SEO agencies in Belgium: 2025 reviews" - https://www.sortlist.com/i/seo/belgium-be

Google Business Profile optimization

• GPO: "How to optimize your Google Business Profile to rank in 2025" - https://gpo.com/blog/how-to-optimize-google-business-profile-to-rank/

• Sterling Sky: "The ultimate checklist to optimize your Google Business Profile" - https://www.sterlingsky.ca/ultimate-checklist-boost-gbp-profile/

• On The Map Marketing: "15 Google My Business optimization tips for 2025" - https://www.onthemap.com/blog/how-to-optimize-google-my-business/

Structured data and local business schema

• Search Engine Journal: "Local SEO schema: a complete guide to local structured data and rich results" - https://www.searchenginejournal.com/how-to-use-schema-for-local-seo-a-complete-guide/294973/

• Google Developers: "Local Business (LocalBusiness) structured data documentation" - https://developers.google.com/search/docs/appearance/structured-data/local-business

Local SEO tools and implementation

• SeoProfy: "76 local SEO statistics for 2025" - https://seoprofy.com/blog/local-seo-statistics/

• Semrush Local: "Stand out in searches with local business schema markup" - https://www.semrush.com/local/blog/local-business-schema/