Digital media · MENA
A search strategy built around MENA audiences
Country-level search evidence, Arabic content and technical priorities for a regional media platform.
Client project
Digital media · MENA
- Client
- Safircom
- Engagement period
- Oct 2023 – Jun 2024
- Focus
- International SEO
- Website
- Visit client website
01 / The context
A specific challenge.
A focused direction.
A regional organic visibility program for an Arabic-language media platform serving audiences across several MENA markets.
Challenge: Safircom needed to grow across countries with different demand patterns while maintaining crawl efficiency, mobile performance, topical coverage and a healthy mix of branded and non-branded discovery.
02 / The approach
From investigation
to clear priorities.
I evaluated search performance by market, keyword intent, topic clusters, technical health, mobile experience, internal linking, competitor visibility and referring-domain opportunities.
Strategy: The plan aligned technical fixes and site structure with region-specific content clusters, stronger internal discovery paths and ongoing authority and performance monitoring.
Work completed
- Regional keyword and intent analysis
- Technical and on-page audits
- Content-cluster planning
- Internal-link and site-structure improvements
- Mobile and Core Web Vitals recommendations
- Backlink development
- Cross-market reporting
03 / The evidence
Performance in context.
Figures reflect the reporting windows shown below, which may extend beyond the engagement dates.
Snapshot figures show the wider search context for the project, with reporting windows labelled above.
A principle carried forward
What this work reinforced.
MENA search strategy needs country-level evidence and language-aware information architecture; a single regional keyword list hides important differences in demand and competition.
Questions for a similar project
Preparing a regional publishing brief?
For a similar multi-market publication, make the differences between audiences visible before agreeing a shared plan.
- Which markets matter first?
- List the priority countries and the audience questions each editorial team is trying to serve.
- What does the comparison include?
- Agree the topics, date ranges and page groups to review for each market.
- Who maintains the connections?
- Identify who owns related-story links, topic pages and updates when a story changes.
Your next step
Have a similar search challenge?
Let’s turn the evidence into a practical direction for your website.