Notes from client work.
Technical SEO, Arabic search, GEO and paid ads in the Gulf and Egypt. Written from real projects, with the data when I have it, and a clear note when I don't.
Latest articles
Finding the pages competing with each other
What cannibalisation is and is not, a free Search Console method to find it, four fixes, merging without losing value, and preventing it at…
A CRO process for sites that will never reach significance
The sample-size maths, qualitative methods that need no volume, the risks of before-and-after tests, eight obvious fixes and a way to prioritise without tests.
The narrow case for X ads in the Gulf
X still reaches professionals, journalists and government-linked users in the Gulf: who is there, what targeting works, and when to skip it.
TikTok creative for Gulf audiences
Why translated videos fail on TikTok, working with Gulf creators and Spark Ads, Arabic hooks that hold attention, and testing on a realistic budget.
Getting control back inside Performance Max
PMax hides the levers, not the outcomes. Conversion quality, audience signals, brand exclusion, asset groups and when to run Search instead.
Attribution models assume a market that is not this one
Cash on delivery, WhatsApp sales, shared devices and cross-border shopping break attribution. Blended customer cost and simple tests that work instead.
Server-side tagging, costed honestly
What server-side tagging solves and what it does not, the real monthly cost, a break-even formula, and the cheaper option most businesses here should…
Finding the AI referrals GA4 files in the wrong place
Where AI assistant visits land by default, a custom channel group with a maintainable regex, and how to read numbers that always undercount.
What to do with products that are gone
Keep, redirect, noindex or 410: how to decide for products that come back, products that do not, and Ramadan and Eid ranges that return…
Product structured data when your products have no barcode
Merchant listing requirements, selling in SAR, AED and EGP, accurate availability, own-brand products without a GTIN, and review markup within the rules.
Location pages that scale without becoming doorway pages
Where the doorway-page line sits, a branch page template with real unique content, a crawlable store locator, and managing dozens of listings in two…
Why translated sites underperform in Arabic search
What breaks when a brand translates its site into Arabic, how to localise from keywords instead, and the pages that should exist only in…
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Tell me where things are now and where you want them to be. I reply within one business day, in Arabic or English. If I'm not the right person for it, I'll say so.