Used Appliances SEO
Services
Duration
Started: 6 months ago
Status
Ongoing
Market
Abu Dhabi, UAE
The Challenge
This project started with an established website and a domain that was approximately 1.5 years old. The goal was to strengthen its organic visibility in Abu Dhabi and build a stronger local search presence around the used-appliance market. The strategy needed to cover more than rankings alone. It focused on commercial search intent, location-based searches, Google Business Profile visibility and content opportunities that could bring relevant users to the business.
The SEO Strategy
Rather than targeting one broad keyword, the website was structured to address different ways potential customers search and different commercial intents.
Keyword & Search Intent Research
I researched relevant search behaviour around the used-appliance market and structured the targeting around different commercial intents. The strategy focused on searches related to: Used appliances in Abu Dhabi, Buying used appliances, Selling used appliances, Appliance-specific searches, Location-based searches, Commercial local searches.
Location-Based SEO
Location-focused pages were developed to strengthen the website's relevance for searches across the Abu Dhabi market. The objective was to create a stronger local structure instead of relying on one generic page to target every location.
Buy & Sell Search Intent
The strategy separated two important customer journeys: People looking to buy used appliances and People looking to sell used appliances. This allowed the website to target more specific commercial searches and create pages around different user needs.
On-Page SEO
The website was optimised around the keyword and search-intent structure, including: Keyword-to-page mapping, Title and meta optimisation, Heading structure, Content optimisation, Internal linking, Search intent alignment, Location relevance, Service and category page optimisation.
Technical & Website Optimisation
Technical and structural SEO areas were reviewed and improved alongside the content strategy. The focus was to create a cleaner foundation for crawling, indexing and understanding the relationship between the website's pages and target searches.
Google Business Profile Management
Alongside website SEO, the Google Business Profile was managed as part of the wider Local SEO strategy. The focus was on maintaining the profile's local relevance and aligning the business information, categories, services and website presence with the target market.
Content Strategy
A dedicated content strategy was developed around relevant search opportunities rather than publishing generic blog content. The strategy covers: Location-focused searches, Used appliance topics, Buyer-focused searches, Seller-focused searches, Seasonal opportunities, Supporting informational searches. Content priorities are adjusted as new search opportunities emerge.
Ongoing Search Optimisation
Because the project is still ongoing, Search Console data is being used to identify new opportunities. This includes looking at: Queries gaining impressions, Pages gaining visibility, Keywords generating clicks, Pages with click potential, New content opportunities, Existing pages that can be improved.
SEO Performance
Google Search Console — 6-Month Comparison
Clicks
Was: 3.07K
6K
Impressions
Was: 157K
336K
CTR
Was: 2%
1.8%
Average Position
Was: 8.9
8.6
Proof
Local Search → Real Customer Actions
The SEO work was also supported by ongoing Google Business Profile management. The profile generated an average of approximately 155 calls per month during the period shown. The latest month reached 200+ calls, demonstrating continued local activity from the Google Business Profile.
Google Business Profile Call Activity
Current Status
This is an active SEO campaign and the strategy is still being developed based on the website's search performance and emerging opportunities. The next phase focuses on expanding the content and local SEO structure while continuing to improve pages that already have search visibility.
What's Next
Location Expansion
Continue strengthening relevant location-based searches across Abu Dhabi.
Seasonal Content
Target seasonal opportunities relevant to used-appliance buying and selling behaviour.
Commercial Content
Expand content around searches with stronger buying and selling intent.
Existing Page Optimisation
Improve pages that are already receiving impressions but have additional click potential.
Keyword Expansion
Use Search Console data to discover new relevant queries and content opportunities.
Local SEO Growth
Continue improving the relationship between the website and Google Business Profile to strengthen local search visibility.
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