FINAL WORD
Event organisers, industry forums, MoU partners and conferences can all contribute to raising visibility by producing content that includes information about the company or a quote from a senior executive. These third-party platforms provide authentic, searchable content that reinforces a company’ s brand message without requiring direct input each time. However, such opportunities do not arise automatically; companies must take proactive steps to establish a strong communications engine that consistently supports and amplifies this visibility.
Make SEO the foundation
Creating content alone is not enough; it must also be discoverable. Search engine optimisation( SEO) helps businesses ensure their brand appears prominently when potential customers search for relevant services or products. In the UAE, where Google holds more than 95 % of the search engine market share, the top three results on a search receive 75 % of all clicks, underscoring the importance of local SEO for visibility and engagement.
Businesses should begin with local, industryrelevant keyword research to ensure their content aligns with how people search in the region. They should then localise meta descriptions, headers and image alt-text to better reflect regional language use and improve search engine performance. Translating high-performing content into Arabic is also essential for stronger indexing on local search engines.
Media coverage, such as press releases, thought leadership articles and interviews, can generate valuable backlinks that enhance a company’ s credibility and contribute to higher search rankings. Whether launching a campaign or announcing a partnership, smart SEO can ensure it’ s discoverable.
Use data to drive smarter campaigns
Data goes beyond informing marketing reports; it can shape the company’ s communication strategy. Today, companies have access to a suite of visibility tools that can empower better decision-making. Creating a Google Business Profile helps businesses show up in maps and local search. Social listening tools help track what people are saying about a brand. Email marketing platforms help maintain ongoing engagement and measure performance. Analytics dashboards, from Google Analytics to Meta’ s Insights, help analyse how campaigns are performing in realtime and adjust as needed. CRM-integrated
Anastasiya Golovatenko, Account Director, Sherpa Communications
engagement tools allow brands to personalise outreach based on customer behaviours. Digital ad platforms can amplify visibility through paid search and programmatic advertising.
Put your audience first
To be discoverable, a company must also be relatable. With the help of data insights, businesses can identify their key audiences, be it local consumers, industry peers or government stakeholders.
Messages should be tailored to meet the expectations of these audiences. For instance, B2B-focused businesses may benefit from publishing thought leadership on LinkedIn or in regional business media. Consumer-facing companies can engage by answering common questions on platforms such as Instagram or X, based on what their audience is actively searching for or needing assistance with.
Deloitte research shows that businesses prioritising customer understanding and needs are 60 % more profitable and generate 5.7 times more revenue than those that do not.
Discoverability is everything
The UAE offers unmatched opportunities, but with that comes intense competition. Whether an SME looking to stand out or a multinational expanding into the region, discoverability is key to remaining relevant. Establishing a localised digital presence goes far beyond having a website; it involves speaking directly to the local market in a way that resonates.
The businesses that thrive are those that embrace a digital-first, data-driven and audiencefocused communications approach. Visibility is not incidental; it is the result of intentional strategy and consistent execution. x
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