Local SEO in Belgium: tips & strategies for increased visibility 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 marketplace. With new algorithms, AI integrations and changing consumer behavior, local visibility is no longer optional, but a strategic must. In this article, we dive deep into the latest local SEO strategies for Belgium and how your business can benefit.
What is local SEO anno 2025?
Local SEO (Search Engine Optimization) focuses on optimizing your online presence to be more visible in local searches such as "web designer Ghent" or "physiotherapist in Leuven." Google often shows the so-called Local Pack (a map with three local businesses) and Google Company Profiles in these types of searches.
In 2025, local SEO is much more than an optimized Google Business listing. It's about:
NAP consistency (Name, Address, Phone number)
Local landing pages with unique content
Hyperlocal link building
AI-optimized content
Reviews, reputation and sentiment analysis
Structured data and GEO diagrams.
Integration with voice search and zero-click search results
"Anyone who wants to be found locally must think, write and link locally. Generic content without local relevance just doesn't work anymore."
The main pillars of local SEO for Belgian SMEs
1. Google company profile optimized for 2025
Make sure your profile is complete, with current opening hours, services, photos, products and regular new updates. Actively respond to reviews and use Google Posts for promotions or news.
Add new options such as "services by appointment" or "AI chat available"
Use keywords in your business description that match local search intentions
Integrate UTM tags in links to better track traffic
2. Create or improve local landing pages
A separate page for each location or service area provides more visibility and relevance. Optimize each page for a specific location + service combination (e.g., "marketing agency Antwerp").
Provide:
Unique local content (no copy-paste!)
Local customer cases or testimonials
Embedded map + directions
FAQ section by location (SEO + GEO boost)
👉 See also our article: Conversion optimization (CRO) for e-commerce: practical tips to increase your conversion rate
3. Hyperlocal link building in Belgium
Links from local websites, news platforms, associations and niche blogs carry more weight than ever. Search for:
Local event pages
Regional news media
Belgian business directories such as goldenguide.be or inforegio.be
Sponsorship of local initiatives or sports clubs
"One link from a local cultural center is often worth more than 10 general blog comments."
4. Leveraging AI & structured data for local visibility
Use structured data (such as LocalBusiness, FAQ, OpeningHours) and consider GEO schemes 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 correct
@typeIn your schedule: LocalBusiness, ProfessionalService....Use
geo,address,priceRangeandopeningHoursin your JSON-LD
Our own site already uses this, see ClickForest s header injection for a working example.
5. Reviews, reputation and sentiment analysis
In 2025, Google not only analyzes whether you have reviews, but also how you are talked about. Sentiment analysis on reviews, posts and mentions will help determine your ranking.
Tips:
Actively ask for reviews after each assignment
Automate your follow-up through tools like ReviewForest or Localyser
Respond empathically and quickly to negative feedback
"A company with 40 positive reviews and 3 well-handled complaints scores better than one with 20 neutral comments."
6. Integration with voice search & zero-click
More and more Belgian searches are done by voice, especially mobile. Think "Where can I find a copywriter in Mechelen?" or "Open now: bicycle store in Hasselt." So optimize for:
Longtail search terms and natural language
Opening hours in schedule.org
Mobile-friendly site with fast loading time
Local featured snippets (answers to frequently asked questions)
Local SEO versus national SEO
The difference is not in technique, but in focus. Local SEO is all about relevance in a geographic context. Local searches are also often more strongly connected to direct purchase intent. For example:
"Social media agency"
vs.
"Social media agency in Bruges"
The latter search is much more targeted and promising for conversion.
👉 Also read: Performance marketing in the AI era: from clicks to conversations
Finally, what does it provide?
Local SEO is no longer a nice-to-have in 2025, but a growth accelerator. Belgian SMEs that apply this strategy smartly will:
Be more quickly visible in their region
bring in more quality leads
overtaking their competitors locally
rank better in zero-click search results and voice assistants
Do you want to get started with this? At ClickForest , we guide you step by step in setting up or optimizing your local strategy. From audit to implementation.
"Local SEO is not a trick. It's a mindset. Companies that think locally, win locally."
Frequently asked questions about local SEO in Belgium
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Local SEO specifically targets searches with a geographic component, such as "bakery in Antwerp." Ordinary SEO is broader and targets national or general visibility, with no focus on location.
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Through your Google Company Profile, structured data (such as LocalBusiness with address and coordinates), local citations (such as Yellow Pages) and IP or GPS data of your website visitors.
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Absolutely. Consumers are increasingly searching locally and mobile. Businesses without an optimized local presence are losing direct opportunities to nearby competitors.
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Very important. Not only the number, but also the content, frequency and sentiment of your reviews affect your local visibility and credibility.
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Yes, through separate local landing pages for each branch or region, each with unique content, its own directory, testimonials and FAQ. Avoid duplication of content.
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Tools like Google Business, BrightLocal, Whitespark, Moz Local, and SERanking help you track and improve your visibility, citations, and rankings.
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Local backlinks are links from websites within your area (e.g., local news media, associations or blogs). They help Google understand your local relevance and increase your authority in local search results.
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Sure. Structured data like @type:LocalBusiness, geo, address and openingHours makes your content more understandable to search engines as well as increases your chances of zero-click impressions or voice results.
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Voice queries are often locally oriented and stated in colloquial language. So optimize for natural phrases, frequently asked questions and fast loading time on mobile.
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It varies, but with a well-optimized profile and strong local pages, you often see improved visibility and increased traffic within 4 to 12 weeks.
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