Building SEO in two languages at once
A Belgian sports equipment distributor that started with no SEO and is growing in French and Dutch in parallel.
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+83%
organic traffic in eight months
394
articles published in two languages
The context
Sportibel × Sedestral
The company
Sportibel equips schools, nurseries, clubs and care homes in Belgium: psychomotor equipment, mats, early-learning games, sports gear. Its PrestaShop store serves a professional clientele, in French as well as in Dutch.
How we met
In August 2025, the company started with no SEO in a small, bilingual market. What won the team over: not having to choose between the two languages, when doubling production by hand was out of reach.
The challenge
Two languages means twice the work for a market already smaller than a national one. And the customers are not looking for a product: a teacher is looking for an activity for her class, an activity leader for an exercise for his residents.
The solution deployed for Sportibel
STEP 1
STEP 2
STEP 3
STEP 4
Connect the activity to the equipment
Rémi makes the categories that carry the sales visible.
Rework of categories that were too short, in both languages
Internal links from articles to the relevant equipment
Rewriting of titles, subheadings and tags
Content score measured again after each pass
Track both markets separately
Marc compares what each language delivers.
Position tracking per language and per theme
Comparison of French and Dutch progress
Spotting topics covered on one side only
Monthly decisions on the publishing plan
Treat Dutch as a language in its own right
Write for the market, do not translate the French.
Extraction of the queries specific to each language
Trade vocabulary checked on the Dutch-speaking side
Identical publishing pace on both sides
Position tracking kept separately per language
Start from the professional's need
The teacher is preparing a session, not looking for a product reference.
Topics built around the activities to run
Content sorted by audience: children, clubs, older adults
Practical resources usable directly in a session
Tone suited to professional readers, no sales pitch
Connect the activity to the equipment
Rémi makes the categories that carry the sales visible.
Rework of categories that were too short, in both languages
Internal links from articles to the relevant equipment
Rewriting of titles, subheadings and tags
Content score measured again after each pass
Track both markets separately
Marc compares what each language delivers.
Position tracking per language and per theme
Comparison of French and Dutch progress
Spotting topics covered on one side only
Monthly decisions on the publishing plan
Treat Dutch as a language in its own right
Write for the market, do not translate the French.
Extraction of the queries specific to each language
Trade vocabulary checked on the Dutch-speaking side
Identical publishing pace on both sides
Position tracking kept separately per language
Start from the professional's need
The teacher is preparing a session, not looking for a product reference.
Topics built around the activities to run
Content sorted by audience: children, clubs, older adults
Practical resources usable directly in a session
Tone suited to professional readers, no sales pitch
The next customer story could be yours
Request your demo