UAE Optimisation & Content Strategy

Our main focus was to develop a clear presence in Dubai organic search, and to support ongoing high-quality lead generation.

Our initial focus to scope out the Dubai SERP landscape, analysing key competitors, and carrying out some in-depth keyword research to understand how we’d be able to effectively target various areas across the city. We aligned these findings with input from the client to determine where our first priorities would be. These steps informed content plans for a localised landing page and location subcategories. We also applied a similar set of actions to our ‘commercial’ and ‘residential’ split. The client had undertaken impressive fit outs for designer retail stores in London, but this type of customer wasn’t catered to on the site, making the service hard to access. We explored both audience types, supported by more SERP & keyword research. We mapped out a new structure for the main website navigation, allowing us to introduce these new aspects. Working with the clients’ developer, we optimised the layout of the main Dubai landing page, and informed the development of 6 location subcategories. We produced optimised content for these pages, targeting a range of niche, local keywords. After analysing CTA behaviour, we added a Whatsapp button to each page, capturing the immediacy that Dubai customers value. This way, they’d be able to make a direct enquiry - without the usual filling in of forms. As we already had a bulk of optimised ‘Dubai’ based blog content on the site, we added strategic internal links to existing articles to bolster the presence of our new pages in search engines. We also informed the development of 2 further landing pages; one for ‘commercial’ clients, and one for ‘residential’. We produced optimised copy for these new pages, targeting a series of commercial keywords in both instances. We added links to relevant projects from the clients’ portfolio, as well as links to the top level location pages, helping to streamline user understanding of both services. We added internal links to these new pages from existing blog content, helping to build visibility