I started in digital marketing in 2015, and most of what I know came from being wrong in public and having to fix it.
How I got here
My first few years were spent doing what most people in this industry do: publishing more, building more links, and hoping. It worked until it did not. The projects that taught me the most were the ones where traffic went up and the business did not notice, because the traffic was not the kind that buys.
That pushed me toward the three things I now spend most of my time on. Measurement, because without honest tracking you cannot tell a real win from a seasonal one, and every argument about budget becomes an argument about opinions. Technical SEO, because a site that cannot be crawled and understood puts a ceiling on everything else. And paid media, because it is the fastest way to find out whether a market wants what you are selling — a two-week Meta or Google test answers a question that organic takes six months to answer.
Running them separately is the expensive mistake. Paid search data validates organic keyword bets in days. Organic performance tells you which terms you can stop paying for. Neither insight exists if the two live with different agencies who never compare notes.
The fourth thing is Arabic. I work across Egypt, Saudi Arabia and the UAE, and the single most common mistake I see is treating Arabic as a translation layer over an English strategy, in ad copy as much as in content. The search behaviour is different, the dialect matters, and the keyword with the volume is often not the keyword with the intent. On Snapchat and TikTok, where the Gulf audience actually is, translated creative reads as foreign and the cost per result shows it.
How I work
Consulting, not a retainer that quietly becomes a content mill or a button-pusher on an ad account. Most engagements start with an audit of the site, campaigns and tracking, produce a prioritised roadmap, and then either I implement with your team or I hand it over with specifications clear enough that your developers and media buyers do not have to guess.
- I tell you what not to do. Half of most SEO plans is effort that will not move anything.
- Recommendations come with a specification, not a vague “improve your content”.
- Everything is tied to a business metric you already care about, not sessions, not impressions, not ROAS calculated on the platform’s own attribution.
- If I am not the right person for the problem, I will say so on the first call.
Who I work with
E-commerce brands
Shopify, WooCommerce and custom stores where category architecture, faceted navigation and index control decide how much of the catalogue Google can actually see.
B2B and SaaS
Long sales cycles where a handful of high-intent pages matter far more than blog volume, and where attribution is usually the real problem.
Local service businesses
Clinics, contractors, agencies and studios competing in map results across Cairo, Riyadh, Jeddah and Dubai.
Bilingual and regional sites
Companies running Arabic and English together, where hreflang, duplication and content parity are quietly costing them traffic.
Agencies
Senior SEO support on a specific client problem, white-labelled or direct, without adding headcount.
In-house teams
Teams that know what to do but need a second opinion on prioritisation, or a diagnosis they cannot get from a tool.
Tools I use
Tools do not produce strategy, but the right ones shorten diagnosis considerably. In regular use:
- Google Ads, Merchant Center and Performance Max
- Meta Ads Manager, Pixel and Conversions API
- TikTok Ads Manager and Events API
- Snapchat Ads Manager and Conversions API
- X Ads Manager
- Google Analytics 4, Tag Manager and server-side tagging
- Google Search Console and the Search Console API
- Looker Studio for reporting people will actually open
- Screaming Frog and log file analysis for crawl work
- Ahrefs and Semrush for competitive and keyword research
- PageSpeed Insights, Lighthouse and CrUX for Core Web Vitals
- WordPress, Shopify and WooCommerce as implementation environments
Credentials and published work
Frequently asked
Do you work in Arabic and English?
Both, and on the same project where that makes sense. Arabic content is written natively rather than translated, because literal translation of English keyword research produces pages nobody searches for.
Do you work with clients outside Egypt, Saudi Arabia and the UAE?
Yes, though those three markets are where I have the deepest search-behaviour knowledge. If your market is elsewhere and the work is purely technical, geography matters much less.
Should we be spending on SEO or on ads?
Almost always both, in a ratio that depends on your margin and how long you can wait. Ads answer the question “does this market want this offer” in two weeks. SEO answers “can we stop paying for that answer” in six months. Starting with ads and using what you learn to direct the SEO is usually the cheaper sequence.
Do you take on implementation, or only advise?
Both. Some clients want a roadmap and will execute it internally; others want me working alongside their developers and writers. The second is usually faster, the first is usually cheaper.
What does an engagement usually cost?
[REPLACE: your engagement models and starting ranges] It is worth being specific here. Transparency about pricing filters out unqualified enquiries before they reach your calendar.