Local SEO: how to rank first on Google in Brussels
When someone in Brussels searches for your service on Google, you have 3 chances to exist. Here's how to be in those 3 results — without a paid ads budget.
Why local SEO matters for your business
When someone in Brussels types "plumber Ixelles" or "accountant Uccle" into Google, they're not looking for a result in California. They want someone nearby, available quickly. And they'll click on the top 3 results.
Local SEO is the art of getting your business into those results. You don't need to be a multinational or have a huge marketing budget. With the right approach, a sole trader can outrank much larger competitors on Google.
How Google ranks local results
Does your business match exactly what the user is searching for? Categories, keywords, description of your listing.
How close are you to the user? Verified address, service areas defined in Google Business Profile.
Google reviews, mentions on other sites, listing age, regular activity. The more well-known you are, the more Google promotes you.
Google Business Profile: your secret weapon
If you do just one thing for your local visibility, make it this: create and optimise your Google Business Profile (formerly Google My Business).
It's free, and it's what gets you into the "local pack" — those 3 results with the map that appear at the top of Google.
- Fill in every field — name, address, phone, opening hours, business category
- Add photos — of your premises, your work, your team
- Write a description with your main keywords ("electrician in Brussels", "hair salon Saint-Gilles")
- Choose the right categories — be as specific as possible
- Post regularly — Google favours active profiles
- Reply to every review — positive or negative, within 48 hours
Local keywords: the foundation of everything
A local keyword combines your service with your location. For example:
- "wedding photographer Brussels"
- "Italian restaurant Etterbeek"
- "iPhone repair Saint-Gilles"
- "employment lawyer Belgium"
These keywords should appear naturally in:
- Your homepage title
- Your meta description
- Your headings (H1, H2)
- Your page content (without stuffing)
- Your image alt text
Writing "plumber Brussels" 50 times on your page won't help. Google detects this and may even penalise you. Write naturally, for your visitors first — Google is smart enough to understand context.
Customer reviews: your strongest lever
Google reviews are one of the most powerful ranking factors in local SEO. The more positive, recent reviews you have, the more Google pushes you to the top.
How to get more reviews:
- Ask systematically — after every job, send a direct link to your profile
- Make it easy — create a short link to share via text or email
- Reply to every review — positive or negative. Google notices you're engaged
- Never buy fake reviews — Google detects them and penalises heavily
A genuine customer review is worth more than any ad. It's the most powerful social proof there is.
Your website: the technical foundation
Your Google Business Profile grabs attention, but your website converts. For local SEO, your site needs to:
- Be fast — under 3 seconds to load
- Be mobile-friendly — Google indexes the mobile version first
- Have a page per service with targeted local keywords
- Display your contact details clearly (name, address, phone — the "NAP")
- Include Schema.org markup of type LocalBusiness
Schema.org markup helps Google understand that you're a local business with a physical address. It's a technical edge that many competitors overlook.
Belgian local directories
List your business on relevant directories:
- Pages d'Or / Gouden Gids — still relevant in Belgium
- Yelp Belgium
- Industry-specific directories — for your trade
- Local chambers of commerce
The key: your name, address, and phone number must be identical everywhere. The slightest variation (Street vs. St., -1000 vs. 1000) can hurt your ranking.
Realistic results: what to expect
Local SEO isn't magic. It's steady work that requires consistency. Here's a realistic timeline:
The key: consistency. Post regularly, collect reviews, keep your site up to date. Results come with time, but they last.
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