Over 45% of all Google searches have local intent. People in your region are searching for what you offer right now. The question is whether Google sends them to your business, or to your competitor's.
The figures are clear: 76% of people who search locally on a smartphone visit the business they find within 24 hours. 28% of those searches lead directly to a purchase. For an SME in Ghent or Flanders, local SEO is a direct line to new customers, not a technical detail reserved for larger companies.
What is local SEO and why it matters for your SME
Generic SEO targets broad search terms like "web design" or "plumber". Local SEO targets searches with a geographical component: "web design Ghent", "plumber Kortrijk", "accountant Aalst".
For local searches, Google shows a map block with three businesses at the top of the results, known as the Local Pack. Those three positions attract the vast majority of clicks. Businesses outside the top three are invisible to most searchers, regardless of how long they have been trading.
The difference from generic SEO also lies in competition. Local keywords face far fewer competitors than national or international terms. A web agency in Ghent does not need to compete with large national players when it targets local keywords. This makes local SEO particularly effective for SMEs with a regional focus.
More than half of Belgian businesses have little or no local SEO optimisation. Space remains for SMEs willing to act.
Google Business Profile: your free starting point
Your Google Business Profile, previously known as Google My Business, is the foundation of your local SEO. It is free and visible directly in Google Search and Google Maps when someone searches for your type of business in your region.
Fill in every field completely: name, address, phone number, opening hours including public holidays, website, description, and categories. Google rewards completeness. The more information you provide, the better Google understands which searches to show your profile for.
Add new photos regularly. Businesses with photos receive on average 42% more requests for directions and 35% more clicks to their website than businesses without.
Use Google Posts to share short updates about your services, promotions, or news, visible directly on your profile. Only a fraction of SMEs post regularly. Doing so sets you apart from competitors who leave their profiles inactive.
Choosing local keywords
Broad keywords like "web agency" or "builder" face heavy competition. Local keywords are more specific and attract visitors who are ready to make a decision.
Compare "web agency" with "web agency Ghent city centre". The second term gets fewer monthly searches, but the people typing it are actively looking for a local provider nearby. These are exactly the people you want to reach.
Build your keyword list by combining your services with your city, neighbourhood, or region. Include terms with "near me" or the names of nearby towns.
Use Google Search itself as your starting point: the autocomplete suggestions and the "Related searches" section at the bottom of the results page show you exactly what people in your area type. No expensive keyword research tool needed to get started.
Collecting and managing reviews
Businesses with 50 or more Google reviews have a 266% higher chance of appearing in the Local Pack than businesses with fewer than 10 reviews. Reviews carry significant weight in how Google calculates local visibility.
Ask customers actively for a review, ideally shortly after a positive experience. Send them a direct link to your Google profile. Every extra step reduces the likelihood they follow through.
Respond to every review, including negative ones. Google treats activity as a positive signal for your profile. A profile with no recent responses loses ground to more active competitors.
Keep your average rating above 4.0 stars: businesses falling below this threshold lose visibility in local search results. A steady stream of recent reviews also carries more weight than a large number of old ones. Ask continuously, not only at the launch of your profile.
Local content as a signal to Google
Google assesses whether your business is genuinely locally relevant. Pages and posts specifically about your region strengthen this signal.
Write about projects you have completed in Ghent or the surrounding area. Reference local contexts your target audience recognises: a shopping street, a business park, a neighbourhood. Specific, local content makes your business more relevant for local searches.
Do you operate in multiple cities or municipalities? Create separate pages for each location with specific content. "Web design Ghent" and "Web design Aalst" each deserve their own page. Do not simply copy the text with a different place name.
Client stories from your own region work particularly well: they are authentic, recognisable to other local businesses, and show Google you are active in the community.
At BOUT LAST WEEK in Ghent, we help SMEs become more visible in their region, from technical SEO optimisation to local content that connects with your audience. Get in touch to find out how your business ranks higher in Google for customers in your area.