2025 Trends in On-Page SEO for GCC Markets

In 2025, on-page SEO for GCC markets is all about aligning with user behaviour, cultural preferences, and advanced search technologies. Here’s what you need to know:

• Mobile-first indexing dominates as GCC users rely heavily on smartphones. Websites must prioritise fast loading speeds, responsive design, and touch-friendly navigation.
• Voice search is growing fast, driven by smart devices. Content should answer full questions naturally and use structured data for better visibility.
• Bilingual content is crucial. Arabic and English content must cater to distinct audiences, with proper formatting and technical implementation like hreflang tags.
• AI-driven content creation helps personalise strategies for the diverse GCC audience, especially during key periods like Ramadan.
• Core Web Vitals remain critical for technical performance, focusing on load speed, interactivity, and visual stability.
• E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is key for industries like healthcare and finance to build user trust.
• Answer Engine Optimisation (AEO) is reshaping search, focusing on direct answers in AI and voice platforms.

For GCC businesses, combining traditional SEO with AEO ensures visibility across both search engines and AI tools. This dual approach is essential to stay competitive in cities like Dubai, Riyadh, and Doha.

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How GCC Users Search and Browse Online

To succeed in on-page SEO within the GCC, it's essential to understand how users from the region interact online. Their browsing habits are deeply influenced by linguistic, cultural, and technological factors, all of which play a role in shaping how websites should be optimised. These unique preferences create both challenges and opportunities for businesses aiming to improve their online presence and engagement.

The digital habits of GCC users reveal clear trends in device usage, search behaviours, and content preferences. Let’s dive into key aspects like mobile-first dynamics, voice search, and bilingual content strategies that define this market.

Mobile-First Indexing Takes Centre Stage

In the GCC, smartphones are the go-to devices for accessing the internet. This mobile-first environment means websites must prioritise a seamless experience on smaller screens. Search engines now predominantly index the mobile version of websites, so having a responsive design and optimised mobile performance isn’t just a bonus - it’s a necessity.

During high-traffic events, like Ramadan or major sales, desktop-style websites often struggle to deliver the same performance on mobile. This is where Core Web Vitals come into play, ensuring fast load times and smooth navigation for users.

Features like touch-friendly menus and layouts designed specifically for mobile devices can significantly improve user engagement and search rankings. On the flip side, overlooking mobile optimisation can lead to noticeable declines in organic traffic, especially in a region where mobile browsing dominates.

The Rise of Voice Search and Conversational Queries

Voice search is steadily gaining popularity in the GCC, thanks to the widespread use of smartphones and smart home devices. People now use voice assistants for everything from finding nearby services to checking business hours, often combining location-specific terms and language preferences in their queries.

This shift toward conversational, question-based searches means businesses need to adapt their content. Structuring content to answer full questions in a natural tone improves its chances of appearing in voice search results. Additionally, using structured data can help search engines understand and highlight your content more effectively.

Crafting Arabic and English Content Strategies

In the GCC, a bilingual content approach is essential. Businesses cater to both Emirati locals and a diverse expatriate population, leading to distinct differences in search behaviour. Arabic searches often focus on local services and culturally relevant content, while English queries tend to target global brands and technical topics.

However, bilingual SEO is more complex than simple translation. Arabic content requires attention to details like right-to-left text formatting, font choices, and the correct implementation of hreflang tags to ensure search engines display the right language version to the right audience.

Since search engines treat Arabic and English content as separate entities, businesses need tailored strategies for each language. By aligning content with the specific search intents and technical nuances of each audience, businesses can effectively boost their visibility and engagement in the region.

Key On-Page SEO Trends for 2025 in GCC

As the digital landscape evolves, the way users in the GCC search and browse is shaping on-page SEO strategies. For businesses in the region, 2025 brings a need for tailored approaches that reflect both global advancements and the unique characteristics of Middle Eastern audiences. These trends offer opportunities to increase visibility and drive growth.

AI Content Creation and User Targeting

Artificial intelligence has revolutionised content creation and personalisation, especially when catering to diverse audiences. In the GCC, AI tools are increasingly used to address the needs of Arabic-speaking locals and English-speaking expatriates. By analysing user behaviour, businesses can uncover distinct preferences across demographics, enabling them to craft targeted pages that resonate with each group.

AI also plays a key role in adapting content for significant cultural periods like Ramadan. This includes refining tone, imagery, and messaging to align with local sensitivities while ensuring SEO remains effective in both Arabic and English.

Core Web Vitals and Technical Performance

Technical performance is now a cornerstone of SEO success. Search engines prioritise websites offering seamless user experiences, with Core Web Vitals taking centre stage. The three key metrics - Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) - must meet specific benchmarks: LCP under 2.5 seconds, FID below 100 milliseconds, and CLS under 0.1. These metrics are particularly crucial for mobile-first experiences.

Structured data markup has also become essential. By implementing localised schema for Arabic business names, UAE-specific addresses, and local phone numbers, businesses can improve their visibility in local search results and voice search. Additionally, HTTPS, mobile-friendly designs, and optimised images are non-negotiable for staying competitive.

E-E-A-T: Building Expertise and Trust

The concept of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) has become a critical factor in content evaluation, especially for industries like finance, healthcare, and legal services. In the GCC, where trust is highly valued, demonstrating E-E-A-T is essential to meet both global standards and local expectations.

For example, financial firms in Dubai can highlight their authority by showcasing professional certifications, detailed author bios, and affiliations with recognised industry groups. Similarly, healthcare providers should ensure content is reviewed by licensed professionals and adheres to UAE-specific regulations, with proper disclaimers and references to credible sources.

Beyond content, trust signals like transparent contact details, secure payment options, privacy policies, and local office addresses further enhance credibility for both users and search engines.

Content Adaptation for GCC Markets

A successful SEO strategy in the GCC requires more than just translation - it demands a deep understanding of local culture and search behaviours. Incorporating geo-specific terms like "best restaurants in Dubai Marina" or "top cafés in Doha Pearl" helps capture local intent and boosts rankings.

Cultural adaptation also involves tailoring themes, visuals, and examples to resonate with regional audiences. Referencing landmarks, local events, or regional business practices can make content more relatable. Using both Arabic and English terms enhances local relevance, and aligning campaigns with key periods like Ramadan, Eid, and National Day ensures maximum engagement.

Answer Engine Optimisation (AEO)

With the rise of AI-driven answer engines, businesses need to rethink how they structure and present content. Answer Engine Optimisation (AEO) focuses on providing clear, concise answers to user queries, moving beyond traditional keyword targeting.

To excel in AEO, content should be well-organised with clear headings and direct responses that address user needs. This approach is especially effective for bilingual audiences. While optimising for featured snippets remains important, businesses should also prepare for conversational AI tools that synthesise data from multiple sources. Content must be robust enough to stand alone yet complement other authoritative information in the field.

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SEO vs AEO: What Works Better

Digital marketing in the GCC is evolving as businesses consider the benefits of traditional SEO alongside Answer Engine Optimisation (AEO). By 2025, over 58% of search queries are expected to be conversational, and 83% of survey respondents have expressed a preference for AI-driven search results over traditional methods. The challenge lies in effectively using both strategies to cater to the unique needs of GCC users.

Traditional SEO remains a strong performer, driving 53% of website traffic through organic search. At the same time, AI-powered tools like ChatGPT, Microsoft Copilot, and Google AI Overviews offer brands the opportunity to deliver direct answers to users, shifting the focus from website visits to instant information.

Businesses that combine AEO and SEO strategies have seen a 14% higher click-through rate compared to those relying solely on SEO. Furthermore, 54% of organisations reported better click-through rates within six months of adopting this integrated approach in 2024. This shows the potential of blending these strategies to meet both detailed research needs and quick-answer demands.

Side-by-Side Comparison

To help GCC businesses make informed decisions, here’s a breakdown of the practical differences between SEO and AEO:

These differences highlight why a combined strategy is often the most effective for GCC businesses.

Voice search is also on the rise, with over 1 billion searches conducted monthly. Additionally, 40% of searches now result in no clicks due to the prevalence of featured snippets and AI-driven answer boxes. These trends underscore the growing need for fast, mobile-friendly information in key GCC cities like Dubai and Riyadh.

Geographic and query-specific relevance also plays a crucial role. Traditional SEO works best for users seeking in-depth information, such as "best investment firms in DIFC", where detailed comparisons are essential. On the other hand, AEO shines with quick, straightforward queries like "Dubai Metro timings" or "Ramadan prayer times in Abu Dhabi."

While traditional SEO often requires a longer-term investment with delayed returns, AEO delivers quicker results but with less direct impact on revenue.

For context, Google AI Overviews appeared in 13.1% of desktop searches by March 2025, up from 6% in January. Google continues to dominate the global search engine market with 89.66% market share, and 63.41% of U.S. web traffic referrals still come from Google.com.

For GCC businesses, the data makes it clear: a hybrid strategy delivers the best results. Use SEO to educate the market and generate leads, while leveraging AEO to build authority and meet the demand for instant answers. This dual approach ensures visibility across both traditional search engines and emerging AI platforms, addressing a wide range of user needs effectively.

What This Means for GCC Companies

AI-powered search and conversational queries are transforming how businesses in the GCC engage with their customers. Companies across the UAE, Saudi Arabia, and other Gulf states must adapt their digital strategies to keep pace with these shifts. This transformation is reshaping industries ranging from e-commerce to healthcare.

In e-commerce, online retailers are being pushed to optimise for conversational queries instead of relying solely on short, keyword-focused searches. This means rethinking product descriptions, enhancing FAQ sections, and ensuring websites meet Core Web Vitals standards for performance and user experience.

The tourism sector has unique opportunities to tap into. Hotels, tour operators, and attractions can use Answer Engine Optimisation (AEO) to cater to voice searches, offering tailored local content. By creating content in both Arabic and English, tourism businesses can expand their reach while recognising that traditional search engines still drive a large share of web traffic.

For financial services, balancing regulatory compliance with effective SEO is critical. Banks and investment firms must establish E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) by showcasing verified credentials and ensuring their websites perform flawlessly on both desktop and mobile devices.

Property developers and real estate agencies should focus on hyperlocal content that highlights neighbourhood insights, amenities, and market trends. With search engines prioritising direct answers, it's crucial for key information to appear prominently in featured snippets and AI-generated summaries.

In healthcare, trust and expertise are paramount. Hospitals, clinics, and medical centres need to create content that complies with regulatory standards while meeting search engine requirements. This includes detailed service pages, verified doctor profiles, and educational materials for patients.

The retail and hospitality sectors must prepare for the growing influence of visual and voice search. Restaurants, shopping centres, and entertainment venues should optimise for queries about location, opening hours, and promotions. With mobile-first indexing now the norm, ensuring a seamless mobile experience is more important than ever.

Even manufacturing and B2B businesses need to pay attention to these trends. Industrial suppliers, logistics firms, and professional service providers can use AEO to establish authority and attract clients conducting early-stage research. Across all these industries, tailored digital strategies are essential, and external expertise can make this transition smoother.

How Marketing Consultancies Help

These challenges highlight the importance of specialised expertise in navigating the rapid changes in digital marketing. Marketing consultancies play a key role in helping GCC businesses implement AI-driven personalisation, meet evolving performance standards, and create content that bridges the gap between traditional SEO and emerging AEO.

One example is Wick’s Four Pillar Framework, which offers a comprehensive approach to tackling these challenges. The Build & Fill pillar ensures websites meet current technical standards while optimising content for conversational queries. The Plan & Promote pillar balances traditional SEO with AEO strategies, helping businesses attract traffic from multiple digital touchpoints.

The Capture & Store pillar is particularly valuable as search behaviour becomes more complex. With advanced analytics and customer journey mapping, businesses can better understand how users interact with AI-powered search results - an area where many GCC companies lack in-house expertise.

Through the Tailor & Automate pillar, companies can leverage marketing automation and AI-driven personalisation to deliver instant, relevant answers. By adopting customer data platforms (CDPs), they can create personalised content that aligns with evolving search intent and user behaviour.

Consultancies also offer the strategic oversight needed to balance short-term wins with long-term growth. While AEO strategies can deliver early results, sustainable success requires a comprehensive approach that evolves over time. This dual focus often benefits from external guidance.

For companies operating across multiple GCC markets, consultancies provide local insights to tailor strategies for different cultural contexts, languages, and regulatory environments. This local expertise is especially useful in addressing the diverse search behaviours seen in Dubai’s international business environment compared to more traditional markets in other Gulf states.

Getting Ready for On-Page SEO in 2025

As we look toward 2025, preparing your on-page SEO strategy means adapting to the evolving digital landscape. For businesses across the GCC, this involves shifting focus to AI-driven search and conversational queries. The days of relying on outdated practices like keyword stuffing and basic technical tweaks are behind us - sticking to them could leave your business lagging behind competitors.

A mobile-first design should remain a cornerstone of your strategy. With the Gulf region boasting some of the highest mobile internet penetration rates - especially in the UAE - ensuring your website offers a seamless experience on smartphones and tablets is non-negotiable.

Content optimisation should prioritise conversational queries over short, disconnected keywords. This means crafting content that mirrors natural language patterns and incorporating detailed FAQ sections that directly address user questions.

For businesses operating in cities like Riyadh, Doha, or Kuwait City, bilingual content strategies are essential. English content caters to international audiences, but don’t overlook the importance of Arabic content. It should reflect local nuances and align with the search behaviours of your target audience, giving you a stronger foothold in regional markets.

Technical performance remains critical. Focus on Core Web Vitals to ensure your website runs smoothly, and align with E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) principles to establish credibility. In industries like finance and healthcare, where trust is paramount, showcasing verified credentials and compliance with regulations can significantly boost search visibility.

To thrive in an era of Answer Engine Optimisation (AEO), structure your content to provide direct, concise answers. This increases your chances of appearing in AI-generated summaries and featured snippets, which are becoming increasingly important as search evolves beyond traditional keyword rankings.

Leverage data-driven personalisation to stand out. By analysing user behaviour, search intent, and conversion pathways, you can create content that resonates with specific audience segments, offering them exactly what they’re looking for.

Businesses that embrace these changes early stand to gain a significant competitive edge. By combining tried-and-tested SEO techniques with emerging AEO strategies, you can capture market share from competitors clinging to outdated methods. The key to success lies in systematic implementation, rigorous performance tracking, and ongoing optimisation.

Thriving in 2025 requires more than just awareness of these trends - it demands precise execution tailored to the unique dynamics of GCC markets. Often, this means collaborating with experts who understand both global best practices and local market intricacies. For instance, consultancies like Wick specialise in creating cohesive, data-driven digital ecosystems designed for sustainable growth in the Gulf region.

FAQs

How can businesses in the GCC optimise bilingual SEO to engage both Arabic and English-speaking audiences effectively?

To make bilingual SEO work effectively in the GCC, businesses need to prioritise detailed keyword research in both Arabic and English. This means understanding local search habits, using terms that align with regional preferences, and incorporating culturally relevant language to connect with the target audience. Tailoring your approach to reflect local nuances is key.

Creating engaging, localised content is another cornerstone of success. Your messaging should resonate with both Arabic and English-speaking audiences, while being culturally considerate to establish trust and credibility. This ensures that your content feels relevant and relatable, no matter the language.

Technical optimisation also plays a big role. Using hreflang tags helps search engines show the right language version of your website to users, improving their experience. Focusing on local search engines, like Google.ae, and avoiding common Arabic SEO mistakes - such as inaccurate translations or choosing inappropriate fonts - can make a noticeable difference in your site's visibility. In some cases, adopting an Arabic-first approach can be especially effective in driving engagement within the region.

How can GCC businesses optimise their websites for mobile-first indexing and meet Core Web Vitals requirements?

To keep up with mobile-first indexing, GCC businesses need to make sure their websites are fully mobile-responsive and load quickly. Since Google prioritises mobile usability for rankings, it’s essential to focus on features like clear navigation, scalable content, and touch-friendly elements to create a seamless experience for mobile users.

Fine-Tuning Core Web Vitals

Improving your website’s Core Web Vitals is another key step. Pay attention to:

• Largest Contentful Paint (LCP): Optimise by compressing images and ensuring fast loading of key elements.
• First Input Delay (FID): Minimise delays by reducing JavaScript execution.
• Cumulative Layout Shift (CLS): Prevent unexpected layout shifts by reserving space for images and ads.

Use tools like PageSpeed Insights to regularly test your website’s performance. Address any flagged issues quickly to maintain optimal functionality.

Local Considerations for GCC Websites

In the UAE, compliance with local data privacy regulations is non-negotiable. Additionally, fast and reliable hosting is crucial to meet user expectations in the region. Conduct regular audits and make ongoing improvements to keep your site performing at its best in the GCC market.

What is Answer Engine Optimisation (AEO), and why should businesses in the GCC use it alongside traditional SEO?

Answer Engine Optimisation (AEO) is all about crafting clear, AI-friendly answers to user questions, making it especially useful for voice searches and conversational queries. While traditional SEO focuses on improving your website's position in search rankings, AEO takes it a step further by ensuring your content is ready for advanced search technologies like virtual assistants and smart devices.

For businesses across the GCC, blending AEO with traditional SEO is becoming a must. Traditional SEO drives traffic and improves visibility, while AEO delivers quick, personalised answers - perfect for a region increasingly embracing AI and voice-activated tools. Together, these approaches build a strong, adaptable digital presence, meeting the demands of today’s users and expanding your reach across modern platforms.