A report on the top domains in Belgium in 2025

In 2025, the landscape of organic search in Belgium underwent significant shifts, driven by both algorithm evolution and changing user behaviour. As Google continues refining its ranking systems, placing greater weight on helpful content, user experience, and relevance across informational and transactional queries, the distribution of visibility across domains tells a compelling story of winners and losers in the Belgian search ecosystem.

What is SISTRIX and the Visibility Index

SISTRIX is an SEO intelligence platform used by marketers and SEO teams to monitor organic search performance. Instead of tracking a single keyword or ranking, SISTRIX aggregates millions of keyword rankings and converts them into a single metric called the Visibility Index.

The Visibility Index represents how visible a domain is in Google search results based on:

• The number of keywords it ranks for
• The positions of those keywords
• The estimated click potential of each ranking

A rising Visibility Index indicates stronger organic presence. A falling index usually signals ranking losses, algorithm impact, or reduced keyword coverage. The index is relative, meaning it is most useful for trend analysis and comparisons over time.

If you want to diagnose visibility swings like these, they usually come down to indexability, content quality signals, internal linking, and technical performance.

Dataset and methodology

For this analysis, we used Sistrix visibility data for the Belgian Google index.

• Start date: January 6, 2025
• End date: December 15, 2025
• Metric: SISTRIX Visibility Index

For each domain, we analysed:

• Visibility Index at the start of the year
• Visibility Index at the end of the year
• Percentage change over the period

Methodology caveat

The Visibility Index is a relative indicator, not a traffic metric. Percentage growth can be misleading when starting from a smaller baseline. A domain growing from 50 to 100 visibility shows 100 percent growth, but remains smaller in absolute impact than a domain growing from 500 to 600.

For that reason:

• Winners and losers are ranked by percentage change to highlight momentum
• The final Top 10 domains are ranked by absolute visibility to show market dominance

Both views are required to correctly interpret SEO performance.

Google algorithm context

The 2025 movements should be interpreted in the context of Google’s ongoing algorithm updates, particularly:

• Increased weighting of user generated and discussion based content
• Continued refinement of helpful content signals
• Stronger integration of video and rich results

Google documents these changes publicly:

• Google Core updates
• Helpful content documentation

Top 10 SEO winners in Belgium in 2025

The winners below are ranked by percentage growth in Sistrix Visibility Index between January 6, 2025 and December 15, 2025.

Reddit SEO performance in 2025

Largest overall SEO winner of 2025

Reddit.com is a global discussion platform built around user generated communities. In 2025, Reddit increased its Visibility Index from 173.29 to 391.71, a growth of +126.0 percent. This aligns closely with Google’s increased emphasis on first-hand experience and authentic discussion based answers.

Kruidvat SEO performance in 2025

Strongest Belgian retail SEO growth

Kruidvat grew from 85.94 to 133.73 in Visibility Index, a +55.6 percent increase.
This growth reflects strong category coverage, improved internal linking between product and category pages, and clear alignment with high-intent transactional searches. Kruidvat’s SEO performance shows how well-structured retail sites can still gain ground by scaling useful, purchase-oriented content rather than relying purely on brand demand.

H&M SEO performance in 2025

H&M increased its visibility from 56.66 to 84.35, resulting in +48.9 percent growth. The gains point to stronger visibility of category and product pages, supported by consistent international templates and broad coverage of fashion-related searches. This suggests continued optimisation of indexable collections and better capture of non-brand, discovery-driven queries.

Colruyt SEO performance in 2025

Colruyt grew from 168.02 to 242.67, an increase of +44.4 percent, driven primarily by grocery-related searches. Food and supermarket SEO benefits heavily from recurring, high-frequency queries, and Colruyt’s growth indicates strong performance across categories, availability-driven pages, and informational content related to everyday products.

Brico SEO performance in 2025

Brico rose from 139.68 to 200.60, delivering +43.6 percent growth in DIY and home improvement searches. This category performs well when informational content and transactional pages reinforce each other, and Brico’s gains suggest effective coverage of how-to queries, project-related searches, and supporting product pages.

Tweakers SEO performance in 2025

Tweakers increased its visibility from 123.60 to 168.28, a +36.1 percent gain, reinforcing its authority in technology-related searches. The platform benefits from in-depth reviews, comparisons, and continuously updated content, which aligns closely with Google’s preference for expert-driven and experience-based information in complex product categories.

Decathlon SEO performance in 2025

Decathlon grew from 145.69 to 196.35, achieving +34.8 percent growth through broad category coverage. The brand’s ability to rank across multiple sports, product types, and informational queries highlights the strength of a scalable category structure combined with clear intent matching.

Mijnwoordenboek SEO performance in 2025

Mijnwoordenboek increased from 212.22 to 284.54, a +34.1 percent rise driven by long-tail informational searches. Unlike some dictionary-style sites that lost visibility, Mijnwoordenboek appears to have benefited from breadth of coverage and continued relevance for niche and specific language queries.

YouTube SEO performance in 2025

YouTube grew from 525.79 to 696.36, resulting in +32.4 percent growth due to increased visibility in blended search results. As video continues to be integrated into more informational and instructional SERPs, YouTube benefits structurally from its ability to satisfy complex queries with rich, multimedia content.

Netflix SEO performance in 2025

Netflix increased from 77.20 to 102.07, a +32.2 percent gain supported by strong entertainment-related search demand. Growth is largely driven by title-based searches, release-related queries, and discovery searches around series and films, reinforcing how branded content ecosystems can still grow organically alongside informational platforms.

Top 10 SEO losers in Belgium in 2025

The losers below are ranked by percentage decline in Visibility Index over the same period.

Woorden SEO performance in 2025

Steepest visibility collapse

Woorden collapsed from 144.17 to 4.94 in Visibility Index, a -96.6 percent decline, indicating near total loss of organic visibility. This type of drop typically points to a combination of algorithmic devaluation and structural weaknesses. Dictionary-style reference sites with limited original context or differentiation were hit hard in 2025, as Google continued to reduce exposure for redundant informational content that adds little beyond definitions.

VTM SEO performance in 2025

VTM dropped from 94.21 to 30.95, losing -67.1 percent of its visibility. Such a steep decline often suggests major structural changes, reduced indexation, or shifts in editorial strategy. For media sites, even small changes in templates, internal linking, or content focus can have outsized SEO impact when compounded across thousands of URLs.

Wiktionary SEO performance in 2025

Wiktionary declined from 297.65 to 103.96, a -65.1 percent loss. Similar to other dictionary and reference platforms, Wiktionary appears to have suffered from Google’s increased selectivity around definition-based content, where only a limited number of sources are consistently rewarded for generic lookup queries.

Albert Heijn SEO performance in 2025

Albert Heijn fell from 196.52 to 95.27, a -51.5 percent drop in visibility. While the brand remains strong, the decline suggests growing competition in grocery-related searches and possible shifts in how Google evaluates large supermarket sites, particularly around product availability, filtering, and category page indexation.

Openingsuren Vlaanderen SEO performance in 2025

Openingsuren Vlaanderen declined from 470.94 to 250.62, a -46.8 percent decrease. Sites focused on opening hours and basic business information face increasing pressure as Google surfaces more of this data directly in SERP features, reducing the need to click through to third-party directories.

Gocar SEO performance in 2025

Gocar dropped from 50.80 to 28.47, losing -44.0 percent of its visibility. Automotive marketplaces often depend on large volumes of similar listing pages, which makes them sensitive to changes in duplication handling, crawl prioritisation, and overall content quality evaluation.

Libelle SEO performance in 2025

Libelle declined from 98.32 to 58.95, a -40.0 percent drop. Lifestyle and magazine-style publishers faced a tougher SEO environment in 2025, especially where content overlaps heavily with competitors and lacks clear topical differentiation or depth.

ImmoVlan SEO performance in 2025

ImmoVlan dropped from 106.14 to 63.79, losing -39.9 percent of its visibility. Real estate portals are increasingly competitive, and declines like this often reflect stronger performance by rivals, changes in indexation of listings, or reduced visibility for thin or repetitive property pages.

Etsy SEO performance in 2025

Etsy declined from 53.76 to 32.69, a -39.2 percent loss. As a global marketplace, Etsy faces constant pressure from both specialised e-commerce sites and other large platforms, and its drop suggests shifting visibility in product and category level searches rather than a collapse of brand demand.

X SEO performance in 2025

X fell from 102.80 to 63.33, a -38.4 percent decline. The decrease reflects reduced organic visibility of public posts and profiles, likely driven by changes in content accessibility, indexing signals, and Google’s evolving stance on social content as a primary answer source.

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Top 10 biggest domains by visibility at the end of 2025

These domains are ranked by absolute SISTRIX Visibility Index on December 15, 2025.

Wikipedia SEO performance in 2025

Most dominant domain in Belgian search

Wikipedia ended 2025 with a Visibility Index of 4476.70, up slightly from 4377.21, maintaining its role as the dominant reference source in informational searches.

Facebook SEO performance in 2025

Facebook closed the year with 2045.80 visibility, growing +9.8 percent year over year. Despite being a social platform rather than a traditional publisher, Facebook continues to capture organic visibility through public pages, groups, and branded profile content that surfaces for navigational and discovery driven searches. Its growth reflects Google’s continued willingness to rank large platforms when they satisfy intent at scale.

Bol SEO performance in 2025

Bol ended the year at 1277.02 visibility, despite a -9.5 percent decline compared to January. While Bol remains one of the most dominant e-commerce domains in Belgium, the dip suggests increased competition in product and category searches, as well as possible shifts in how Google evaluates large marketplace templates versus more focused retail sites.

Instagram SEO performance in 2025

Instagram closed 2025 at 754.41 visibility, reflecting +16.4 percent growth. This increase is closely tied to Google’s expanding use of visual and short-form content in search results, where public profiles, reels, and image driven pages increasingly appear for discovery and brand related queries.

YouTube SEO performance in 2025

YouTube finished the year with 696.36 visibility, marking one of the strongest absolute gains of 2025. As Google continues to blend video results into informational and how-to searches, YouTube benefits structurally from its tight integration with Google Search and its ability to satisfy complex queries through long-form and tutorial based content.

Vlaanderen SEO performance in 2025

Vlaanderen ended 2025 at 636.02 visibility, showing relatively stable performance throughout the year. As an official government domain, Vlaanderen benefits from high trust, strong authority signals, and consistent informational intent, which tend to insulate it from extreme algorithmic volatility.

VRT SEO performance in 2025

VRT closed the year at 594.79 visibility, up +6.2 percent year over year. The moderate growth suggests steady performance across news and broadcast related queries, supported by topical authority and strong brand recognition, even as competition in media SERPs remains intense.

2dehands SEO performance in 2025

2dehands reached 560.74 visibility, maintaining strong marketplace dominance. Classified and marketplace platforms continue to perform well in organic search due to their ability to cover a wide range of long-tail transactional queries at scale.

HLN SEO performance in 2025

HLN ended 2025 at 531.77 visibility, reflecting +7.0 percent growth. The increase points to consistent visibility across breaking news, evergreen explainers, and branded searches, showing that established news publishers can still grow when editorial structure and topical coverage remain strong.

Google SEO performance in 2025

Google rounds out the top ten with 424.33 visibility in Belgium. While Google is not a traditional destination site, its presence in the visibility index reflects the ranking of its own properties and informational assets, reinforcing how vertically integrated Google’s ecosystem has become within its own search results.
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The top 10 domains in Belgium compared  (2025)

Domains leaving the top 10:

• None

Domain entering the top 10:

• None, but YouTube made a big jump in the top 10.

Overall top 150 domains

Suffix of the domain

In the top 150 domains in Belgium, we saw the following distribution for the domains:
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• .be : 58,7%
• .com : 21,0%
• .nl : 11,4%
• .net : 3%
• .org : 2,4%
• .eu : 0,6%
• .vlaanderen : 0,6%
• Others: 2,3%

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The top 10 most visited .nl domains in Belgium in 2025

This is a list of the top 10 most visited websites that end in .nl.

• ‍encyclo.nl
• ‍mijnwoordenboek.nl
• ‍thuisarts.nl
• ‍leukerecepten.nl
• ‍marktplaats.nl
• ‍linguee.nl
• ‍vandale.nl
• ‍weerplaza.nl
• ‍voedingscentrum.nl
• ‍24baby.nl

Conclusion

SEO in Belgium in 2025 rewarded relevance, real expertise, and content that closely matches user intent. Platforms built around discussion, strong category structures, and continuously updated content gained visibility, while generic reference sites and structurally weakened media platforms lost ground.

The key takeaway is that visibility growth is rarely accidental. Winners invested in indexable architecture, internal linking, and content formats that align with how Google evaluates usefulness today. Losers often suffered from duplication, outdated templates, or a mismatch between content depth and search intent.

For teams planning 2026, the lesson is clear: measure momentum, not just size, and treat technical SEO, content quality, and intent alignment as a single system rather than separate checklists.