Published by Sue Johns-Chapman
Published Date 12.02.2025 
The search industry in the MENA region continues to evolve, presenting exciting opportunities alongside unique challenges. As digital marketing matures across the region, agencies and brands are adopting more advanced strategies to stay ahead.
This article explores:
• Key search trends shaping the MENA market
• Common challenges search marketers face
The Evolving Search Landscape in MENA
AI and Automation Are Redefining Search
Artificial intelligence (AI) is transforming everything from search algorithms to content strategies. Tools like Google’s Search Generative Experience (SGE) and AI-driven automation in PPC are changing how marketers approach search. Agencies that integrate AI for content optimization, predictive analytics, and automation are staying ahead.
The Growing Role of Arabic Search & Localization
Arabic search queries are increasing, making localization more important than ever. Successful campaigns go beyond simple translation, considering dialects, cultural nuances, and search behaviour differences between markets like the UAE, Saudi Arabia, and Egypt. For example, a leading e-commerce brand saw a 30% increase in organic traffic by creating localized product descriptions and optimizing for Arabic search intent rather than relying on direct translations.
First-Party Data & Privacy-First Strategies
With evolving privacy regulations, brands are rethinking data collection strategies. Search marketers who effectively use first-party data for audience targeting and personalization are seeing better engagement and conversion rates.
Voice Search & Conversational AI
Voice search is gaining traction, particularly in mobile-first markets. Brands optimizing for natural language queries, featured snippets, and structured data are better positioned for success.
Challenges Facing Search Marketers in MENA
Limited Benchmarking & Industry Case Studies
Unlike markets in Europe or North America, MENA has fewer publicly available case studies that showcase local search success. This often makes it difficult for agencies to benchmark performance and justify strategies to clients.
Aligning SEO & Business Goals
Many brands still prioritize rankings and traffic over business-driven KPIs like lead generation, customer retention, and revenue growth. The most successful search campaigns demonstrate a clear, measurable impact on business objectives.
Underutilization of Technical SEO & Structured Data
Despite Google’s emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), many brands underuse structured data, schema markup, and Core Web Vitals optimization—key factors that improve search visibility and user experience.
Jayesh Jain is Senior SEO Manager at OMG MENA
Connect with Jayesh: LinkedIn
