French and Dutch SEO is not one keyword list translated twice. Customers may use different service terms and compare providers differently. Give the agency your actual markets, language capabilities and offer differences before it plans pages or content.
Define the market for each language
Specify the towns or regions genuinely served, the services available and who answers enquiries. A French page that leads to an unsupported French sales conversation creates a mismatch. Language reach should reflect what your business can deliver.
Supply customer wording from enquiries and sales calls where available. Ask for research in each language and native editorial review. Keep brand and product terminology consistent while allowing natural local phrasing.
Match pages to distinct needs
Equivalent service pages need connected language versions, suitable metadata and links staying in the selected language. Some markets may also need different content because availability or customer questions differ. Do not force false equivalence just to keep page counts identical.
Assign a primary purpose to each page. A price guide helps budget decisions; a service page explains hiring you. Several articles targeting the same broad phrase can compete with each other instead of supporting the buying journey.
Include publishing and measurement
Agree how translations are approved, published and updated. Price changes, new services and revised CTAs need attention in both languages. The CMS should make missing versions visible rather than quietly exposing outdated copy.
Report by relevant language pages and search queries where data permits. Small volumes require patience and careful interpretation; do not use a handful of impressions to claim one language has no potential.
Brief checklist
- Real service areas and language support.
- Page inventory and primary intent per page.
- Research, writing and approval responsibility per language.
- Technical checks and reporting across language versions.
Commission a coordinated programme, with clear responsibilities for both content and implementation. The aim is useful local discovery followed by a customer journey your team can fulfil.
A brief you can use to compare proposals
Use the following as an illustrative procurement check, not a promise of results or a fixed package. Ask the provider to turn it into named deliverables, exclusions and a test you can witness before accepting the work.
Provide separate French and Dutch service terminology and assign a reviewer for each language version.
A published example to inspect
A calm, editorial website for a beauty studio, bringing natural sugaring, manicure services and booking into one coherent experience. Visitors can compare treatments and prices, understand sugaring, explore the studio and continue to booking from clearly placed calls to action.
Inspect the project: Maison Lumia
This published example illustrates presentation and visitor flow. It is not evidence of a conversion uplift, a ranking position or a price for your own project. Compare the scope you need with the capabilities actually demonstrated, then ask what would be different for your business.
Primary reference
Google Search Central. Use the reference to check terminology and platform requirements when briefing a provider; the proposal still needs to define your own implementation and responsibilities.
Continue your comparison
Google Business Profile Optimisation: What Should a Paid Service Include?
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