Used Appliances Store
Services
Duration
Started: 6 months ago
Status
Ongoing
Market
Dubai, UAE
The Challenge
This project started with a new website which meant there was no established organic search visibility or SEO foundation to build on. The goal was not simply to publish content and wait for rankings. The strategy was built around understanding how people search for used appliances in Dubai and creating the right pages to target those searches. Alongside organic SEO, the business also needed a stronger Google Business Profile and local search presence to generate enquiries from people looking for used appliances locally.
The SEO Strategy
Instead of applying the same SEO approach across the entire website, I built the strategy around commercial search intent, location and the different ways customers search for used appliances.
Keyword & Search Intent Research
I researched the types of searches relevant to the business and separated them according to their intent. The strategy focused on searches around: Used appliances in Dubai, Buying used appliances, Selling used appliances, Used appliances by location, Specific appliance categories, Local/commercial searches. The goal was to target searches that could connect directly with the business rather than focusing only on broad informational keywords.
Location-Based SEO
One of the major parts of the strategy was building location-focused pages around relevant Dubai areas. These pages were created to target searches where the user's location is part of the search intent. This allowed the website to build a clearer local SEO structure instead of relying on a single generic Dubai page.
Buy & Sell Search Intent
The website wasn't treated as having just one search intent. Separate SEO targeting was developed around the different customer journeys: People looking to buy used appliances and People looking to sell used appliances. This helped create pages around different commercial intents instead of forcing everything into one page.
On-Page SEO
The website was optimised across the core on-page elements, including: Keyword-to-page mapping, Page titles, Meta descriptions, Heading structure, Content optimisation, Internal linking, Search intent alignment, Location relevance, Service/category page optimisation.
Technical SEO
Because the website was new, the SEO foundation was also addressed from the beginning. Technical and structural issues were fixed so the website had a cleaner foundation for crawling, indexing and future content growth.
Google Business Profile Management
Alongside website SEO, I also managed the business's Google Business Profile to strengthen its local search presence. The work focused on maintaining and optimising the profile around relevant business information, categories, services and local relevance. The profile is also generating 50+ calls per month based on the project's current data.
Content & Blog Strategy
A dedicated blog strategy was created instead of publishing random SEO articles. Content is planned around: Location-based searches, Seasonal search opportunities, Used appliance topics, Buyer-focused searches, Seller-focused searches, Commercial search intent. The content strategy is also being adjusted month by month based on the opportunities available.
Authority Building
The current organic performance was achieved without a backlink-building campaign being used as the main growth strategy. The initial focus was on building the website's SEO foundation, keyword targeting, location structure, content and local presence.
SEO Performance
Google Search Console — 6-Month Comparison
Clicks
Was: 22
1.31K
Impressions
Was: 3.05K
65.7K
CTR
Was: 0.7%
2%
Average Position
Was: 13.6
11.7
Proof
What Changed?
The website moved from very limited organic visibility to 1.31K clicks and 65.7K impressions in the latest six-month period. Impressions increased from 3.05K to 65.7K, while clicks increased from 22 to 1.31K. Average position also improved from 13.6 to 11.7. The important part is that this is not a completed case study. The project is still active, so the current numbers represent progress during an ongoing SEO campaign rather than a final result.
Google Business Profile
The website SEO campaign was supported by ongoing Google Business Profile management. The profile is managed as part of the wider local SEO strategy rather than being treated as a separate isolated activity.
Current Status
The SEO campaign is still active. The next phase is focused on expanding the content strategy through seasonal opportunities, location-based searches and commercially relevant topics. Rather than following one fixed content plan for every month, the next content priorities are being selected based on the search opportunities relevant to the business.
What's Next
Location Expansion
Continue strengthening relevant Dubai location searches.
Seasonal Content
Create content around seasonal searches and buying behaviour.
Commercial Content
Expand content around high-intent searches connected to buying and selling used appliances.
Keyword Expansion
Identify new keyword opportunities from Search Console and the evolving search landscape.
Existing Page Optimisation
Continue improving pages that are already gaining impressions but have opportunities to generate more clicks.
Local SEO Growth
Continue strengthening the Google Business Profile and local search presence.
Want your business to be found by the right customers?
I help businesses build SEO strategies around search intent, local visibility and commercial opportunities — not just rankings.