“Belgium poses a major challenge for SEO specialists and the gambling market”: Link Juice CEO Tim Teeuwen

Things are moving fast in the world of SEO, and according to Tim Teeuwen, the sector is at a tipping point. It’s no longer about as many links as possible, but better choices and genuine authority that determine the game. In a conversation with Gambling Club, the CEO of Link Juice Club explains why many strategies are outdated and what really matters now.

The impact is significant: companies that fail to adapt are visibly losing ground on Google.

Why Link Juice Club works differently from other platforms

“We sit right at the intersection of data, network and execution,” says Teeuwen without beating about the bush. According to him, that is where the difference lies compared to most platforms, which primarily function as marketplaces.

He explains that Link Juice Club works with a carefully built network of publishers and a streamlined internal process. This is designed to ensure consistent quality and better performance. “We wanted to build something that would really benefit SEO specialists.”

This led to the creation of their own backlink and content platform, developed by people from the industry itself. The aim: greater speed, clarity and, above all, transparency in a market that often falls short in these areas.

According to Teeuwen, the strength lies in the combination of an international database containing over 100,000 domains and in-depth filtering options. Users can plan campaigns, pre-assess content and analyse competitors based on backlinks. “You can track everything from start to finish within a single system.”

For agencies, there is an extra layer. Through a white-label solution, they can use the platform under their own name and significantly scale up their output without additional staff. “Sometimes by as much as five times.”

Technology alone is not enough

Teeuwen is clear: technology speeds everything up, but it doesn’t take over the thinking. “SEO remains a human endeavour.”

He sees technology primarily as a tool for analysing large amounts of data and identifying opportunities more quickly. But decisions regarding context, relevance and risk, he believes, still require human judgement.

“That combination makes all the difference,” he says. “You can scale up without losing quality.”

He believes that is where the competitive advantage lies. Companies that rely solely on automation miss the nuance. And it is precisely that nuance that determines whether a link adds value or poses a risk.

How link quality is monitored

The Link Juice Club database is continuously monitored. Teeuwen describes a process in which publishers are first screened for traffic, niche and link profile.

This is followed by segmentation by sector, region and authority. “We also continue to monitor placements after they go live,” he says. “That’s how we maintain quality in the long term.”

It is striking that data is updated twice a week. But figures alone are not the be-all and end-all. According to Teeuwen, manual checks remain essential.

He also warns against pitfalls such as over-optimisation and recognisable patterns. “We focus primarily on context. A link must make sense within the content.”

The goal is clear: not as many links as possible, but links that contribute to genuine growth in authority.

Why off-page SEO has become more difficult

According to Teeuwen, there are currently four major challenges. But he summarises them into one core issue: quality is becoming more important than scale.

“Many players continue to focus on volume, whilst Google is looking specifically at relevance and editorial value,” he says.

In addition, risk management has become far more important. Due to constant updates, link profiles must remain natural and diverse to avoid problems.

Competition has also increased. Outreach is busier than ever, making strong relationships with publishers decisive.

And then there is AI-generated content. “There is a huge influx of generic content,” says Teeuwen. “Search engines are therefore becoming more critical and are looking more closely at genuine quality and authority.”

According to him, this means that off-page SEO is shifting from an operational task to a strategic component of marketing.

Multilingual content has become indispensable

According to Teeuwen, succeeding internationally is not about translation, but about adaptation. “Localisation is the key.”

He emphasises that search intent varies by market and that backlinks must come from the right language and region. Google is increasingly focusing on regional signals.

That is why Link Juice Club works with writers who understand what works locally. “Content must align with how people search, not just with what is written.”

Without that alignment, he believes it will be difficult to truly compete internationally.

Why Belgium is suddenly a growth market

Teeuwen sees Belgium as one of the most interesting markets at the moment. This is due to a combination of digital maturity, fierce competition and a complex linguistic structure.

“We are seeing clear growth, both on the client side and among publishers,” he says.

Notable is the increasing demand for French-language domains. According to him, this points to greater competition in Wallonia and a growing need for local relevance.

According to Teeuwen, this underlines how important strong local networks and native content are.

SEO works differently in Belgium than in the Netherlands

The biggest difference lies in the fragmentation. According to Teeuwen, Belgium actually consists of multiple markets.

Flanders and Wallonia differ in terms of language, search behaviour and media landscape. This calls for tailored strategies for each region.

“In the Netherlands, you have a single, clear market. In Belgium, you have to work much more precisely,” he says.

This means better publisher selection and greater attention to cultural nuances.

Why SEO in the gambling sector is particularly challenging

Teeuwen describes the gambling industry as one of the toughest sectors within SEO. Competition is fierce and regulations are strict.

“You need strong and relevant links, but also trust and credibility,” he says.

In addition, link profiles must be built up carefully to avoid risks. Over-optimisation is a constant threat.

What makes it even more complex is that rules vary from country to country. As a result, strategies have to be adapted time and again.

“You have to take into account what is and isn’t allowed,” he explains. “And continue to perform at the same time.”

The approach for gambling companies is completely different

According to Teeuwen, the bar is simply set higher here. Mistakes have greater consequences and there is less room for manoeuvre.

Regulations dictate which publishers can be used and what content is permitted. As a result, standard methods are often insufficient.

“We have to be more creative,” he says. “With unique partnerships and different angles.”

In other sectors, there is usually more freedom and the emphasis is more often on content-driven strategies.

The future of link building is changing completely

Teeuwen sees a clear shift. Link building is moving from tactics to strategy.

The focus is shifting towards brand authority, genuine relevance and signals such as traffic. At the same time, tolerance for low quality is rapidly declining.

Backlinks remain important, but the way they are assessed is changing.

“It’s no longer about building links,” he says. “It’s about building a complete authority system around a brand.”