SEO Brussels: Optimization of Websites in Belgium

Optimizing a website in Brussels a is quite complex task. Indeed, while ranking for keywords may be less difficult than in the UK for example, a SEO expert has to take into account the fragmented nature of the Belgium web mainly due to the coexistence of at least four different languages: French, Flemish, English and German. Believe me, that’s a lot for such a small country!

The situation in Belgium

Indeed, one has to remember that there are three official languages: French, Flemish and German (although the latter one is only spoken by a tiny minority). What makes things more complicated is that Brussels, the capital of Belgium, is also the capital of the European Union. Hence, the three main institutions of the EU – the Council of the European Union, the European Commission and European Parliament – are located in Brussels. The “EU quarter” is also surrounded by thousands of interest groups trying to influence to the decision-making process. Needless to say that the predominant language in this European’s affairs small world is English.

Brussels is a Babel Tower for SEO!

Consequences on SEO in Brussels

In the case of the creation and optimization of a typical website in Brussels, targeted audience in at least four languages, below are the consequences.

1. First, the domain name chosen has be neutral, preferably in English in order not to offend any community. So do not be surprised if, for example, the domain name chosen for the official Belgian Government portal is Belgium.be.
2. Then, the specifications regarding the creation of a website in Belgium has to integrate the multilinguism issue which has to be reflected in the core architecture of the website. The architecture has to be consistent to ensure the accessibility and indexability of the webiste in the different languages.
3. Needless to say that it has severe budget implications on the creation of the website regarding its technical development, the production of its content and its overall online promotion (SEO, SEM and SMO). As you can see, in terms of project / budget management, the reality of multilinguism makes SEO far more challenging that in any country of Europe. This is also why doing search engine optimization in Brussels at an expert level requires multiple skills.