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.

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

To be found locally, you need to think, write, and link locally. Generic content without local relevance simply doesn't work anymore.
— Claire Carlile, Local SEO specialist at BrightLocal

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

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

A single link from a local cultural center is often worth more than ten general blog comments.
— Darren Shaw, Founder of Whitespark

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.

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

A company with 40 positive reviews and 3 well-handled complaints scores better than one with 20 neutral reactions.
— Mike Blumenthal, co-founder of Near Media

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 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.

Local SEO isn't a trick. It's a mindset. Businesses that think locally win locally.
— Greg Gifford, VP of Search at SearchLab Digital

Frequently asked questions about local SEO in Belgium

  • 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.

  • 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.

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

  • 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.

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

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

  • 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.

  • 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.

  • 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.

  • 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.

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💬 Prefer to discuss things directly? Schedule a no-obligation video call with Frederiek.

👉 Or ask your question via the contact form, email frederiek@clickforest.com, or call +32 473 84 66 27.

📄 Looking for inspiration? Download our free whitepaper 'AI for SMEs in 2025' for practical tips & insights.

Together, we'll explore how you can get more out of your marketing, technology, and AI today.

Sources and references

Local SEO statistics and trends 2025

SEO in Belgium: complete guide and strategies

Google Business Profile optimization

Structured data and local business schema

Local SEO tools and implementation

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