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Optimizing SEO at scale, localized

Dieuwerke Antoons

How do you move a platform of more than 25 million products and a good billion URLs to a new country and language? And, from an SEO perspective, how do you make sure your customer and search engines get the best experience on your platform?
Learn how navigated the Flemish (and soon the Wallonian) market and optimized not only its content for a whole new audience, but also helped Google to show the right results per country with some nifty tech tricks.

Download the presentation here.

Dieuwerke Antoons

Head of

“Dieuwerke (Dee) is currently working as Head of SEO at, the biggest online retailer in the Benelux. The platform’s size and complexity mean that there’s never a dull moment, but she finds it important to always make time for drinking shitloads of coffee with her content developers and IT teams. Growth has been huge, and is still important, but futureproofing, and developing new systems, is key. Dieuwerke’s technical know-how was developed in consultancy, where she gained experience at many of the Netherlands’ biggest companies. Before making the switch to tech, she worked as a journalist for a number of years. “

Unfortunately, we have decided not to organize a Belgian edition of Friends of Search in 2023. But not to worry, in honor of our 10th anniversary we are organizing an extra special Dutch edition: Friends of Search Fest. Belgian visitors are of course more than welcome. Join us on March 23, 2023, in de Kromhouthal in Amsterdam.

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