To appear in a local AI answer, a Walloon SME must prove its location and reliability: one page per city, an up-to-date Google profile, recent reviews and structured data that is identical everywhere.
AI Overviews has been live in Belgium since 26 March 2025, and AI Mode in more than 200 countries since October 2025. On the customer side, the 2026 BrightLocal survey indicates that 45% of American consumers used an AI tool to find a local business in the past 12 months, compared with 6% a year earlier. It is an American survey, but it shows the trajectory.
On the Belgian business side, 34.5% already use at least one AI technology (Statbel, 2025): your competitors are getting started.
of consumers (US) asked an AI for a local recommendation in the past 12 months, compared with 6% a year earlier (BrightLocal, 2026)
of Belgian businesses use at least one AI technology, compared with 24.7% in 2024 (Statbel, 2025)
One page per city, with a direct answer
An AI cites a page that answers "[trade] in Liège" precisely more readily than a generic "Wallonia" page.
- One Liège page, one Namur page — each with its own address or service area.
- 1 to 3 sentences of answer at the top — service, city, indicative price, lead time.
- Local proof — neighbourhoods, completed clients or projects, regional partners.
- No duplicated text from one city to the next: changing the city name is not enough.
The Google Business Profile, foundation of local answers
The profile is Google's most direct local source: if it is incomplete or inconsistent, the AI hesitates.
- Identical name, address and phone number on the profile, the website and directories.
- Exact primary category and detailed services.
- Up-to-date opening hours and photos, including public holidays.
- Regular posts — see our Google Business Profile guide.
Reviews: social proof read by AI and by your customers
Recent, detailed reviews are a trust signal, and consumers trust AI almost as much as reviews: 42% trust it as much as written reviews (BrightLocal, 2026, American sample).
- Ask for a review after every job, with a direct link.
- Reply to every review, positive or negative, mentioning the service and the city.
- Aim for consistency rather than a one-off peak.
A review that mentions "installation in Namur" or "emergency repair in Liège" helps link your business to the city.
LocalBusiness schema and FAQ: making the page readable for machines
Google reminds us that its AI features rely on SEO fundamentals: an indexed, clear and useful page. Structured data confirms what your text says.
- LocalBusiness — name, address, phone number, opening hours, service area, link to the Google profile.
- FAQPage — 4 to 5 local questions with a direct answer in the first sentence.
- Consistency — the same information everywhere, down to the last comma.
Technical details in our guide to schema.org and structured data.
The 5-action plan, to launch this month
In this order, you get maximum effect for minimum effort.
- 1. Test — ask ChatGPT, Gemini and Perplexity "best [trade] in Liège / Namur".
- 2. Fix the Google profile — consistent name, address, phone number.
- 3. Create or rewrite the city pages — direct answer at the top.
- 4. Add the schema — LocalBusiness and FAQPage.
- 5. Ask your customers for reviews — then run the test again in 60 to 90 days.
For the testing method, see our free 10-minute diagnostic.
Your questions about local SEO and AI
Can an SME in Liège or Namur appear in AI Overviews?
Yes. Google states that its AI features rely on the same SEO fundamentals as traditional search: useful content, an indexable page, clear information. For a local SME, that means one page per city, an up-to-date Google Business Profile and recent reviews.
Do you need one page per city to be cited by AI?
Yes, as soon as you serve several cities. A Liège page and a Namur page, each with a direct answer, a precise address or area, local proof and LocalBusiness schema, are easier to cite than a generic "Wallonia" page.
Do Google reviews influence AI answers?
Yes, they are part of the local trust signals. The 2026 BrightLocal survey shows that 42% of American consumers trust an AI recommendation as much as a written review: recent, numerous and consistent reviews are an asset.
Which schema.org markup should you use for local SEO?
LocalBusiness (or its exact subtype) with name, address, phone number, opening hours, service area and a link to the Google profile, plus FAQPage on pages that answer questions. The data must be identical everywhere on the web.
How long before you see an effect on AI answers?
Allow 60 to 90 days after updating the content and the profile, with a monthly test on 6 local questions. See our article on real timelines by engine.
Be the SME that AI cites in Liège and Namur.
We audit your local visibility in AI — profile, city pages, reviews, schema — and hand you an action plan.