Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM / Paid Search
Keyword Research & Expansion
Intent-Driven Keyword Growth.
Keyword lists built from real search behaviour in English and Arabic, competitor gaps and funnel stage - not generic tools dumped into one campaign.
We continuously expand winning query themes while cutting waste through disciplined negative keyword architecture.
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Avg Keyword Coverage
-55%
Irrelevant Query Waste
4.8x
Intent Match Score
200+
Keyword Projects
Why Keyword Strategy Makes or Breaks Paid Search
Common Issues We Fix
- Keyword tools used once at launch, never refreshed
- No separation between informational and transactional intent
- Competitor and brand terms mixed with generic head terms
- Negative keyword lists stale or missing entirely
- Expansion based on volume instead of conversion probability
Our Philosophy
Keywords are intent signals. We map every term to a funnel stage, match type, ad group and landing page. In the UAE that includes English, Arabic and mixed-language queries, plus area names like Marina or Business Bay. Expansion follows data: search term reports, auction insights and CRM lead quality by query theme. Volume without intent is just expensive traffic.
How We Research & Expand Keywords - Technical Details
Research Sources & Intent Mapping
- Search Term Report Mining: Weekly analysis of actual queries triggering ads. Winners promoted to exact match ad groups. Losers added to shared negative lists.
- Competitor Auction Insights: Identify overlap and conquest opportunities without overbidding on low-converting competitor terms.
- Keyword Planner + Third-Party Data: Volume, CPC forecasts and seasonal trends (summer dip, Ramadan, year-end peaks) combined with your conversion data for prioritisation.
- Funnel Stage Labels: Every keyword tagged as branded, high-intent, mid-funnel or research. Budget allocation follows tags.
Negative Architecture & Expansion Rules
- Shared Negative Lists: Account-level lists for jobs, free, DIY and irrelevant location modifiers maintained centrally, including Arabic equivalents.
- Query Sculpting: Broad match only inside themed ad groups with extensive negatives at campaign level.
- N-gram Analysis: Pattern detection across search terms to block waste at scale (for example, all queries containing cheap or salary).
- Expansion Playbooks: Documented rules for when a search term graduates to its own ad group or campaign.
Our Keyword Research Process
01
Business & ICP Discovery
Understand what you sell, who buys and what language they use at each decision stage, from residents and tourists to company owners.
02
Seed List & Competitor Analysis
Build initial themes from client input, SERP analysis on Google.ae and competitor ad copy.
03
Intent Mapping & Structure Design
Assign keywords to campaigns and ad groups with match type rules and landing pages.
04
Negative List Foundation
Launch with thorough negatives before broad match goes live.
05
Ongoing Search Term Mining
Weekly reviews with documented promote, negative or monitor decisions.
06
Quarterly Expansion Sprints
Deep dives into new emirates, offers and query themes based on performance data.
Keyword research is a visual, not a dump in the UAE
FAQ
Common questions
What to know before you get started.
How is your keyword research different from using Google Keyword Planner alone?
Planner shows volume and forecasts. We combine it with search term data, competitor analysis, CRM lead quality and intent mapping so keywords connect to campaigns and landing pages - not just a spreadsheet. We also check Arabic and transliterated terms that tools often miss.
How often should keyword lists be updated?
Search term mining weekly. Full expansion sprints quarterly or when launching new offers or locations. Negatives updated continuously as new junk queries appear.
Do you research keywords for both Google and Bing?
Yes. Bing has different volume and audience patterns. We build Bing-specific additions and negatives where behaviour diverges.
How do you handle long-tail vs head terms?
Head terms for awareness and volume where ROI supports it. Long-tail exact match ad groups for high-converting niche queries. Budget weighted toward proven converters.
What role do negative keywords play?
Critical. They prevent budget waste on irrelevant intent. We maintain shared lists and campaign-level sculpting so broad match stays controlled.
Can you find keywords our competitors miss?
Often yes. Mid-funnel problem-aware queries, localised modifiers, Arabic phrasing and feature-specific terms competitors ignore. Auction insights reveal overlap gaps.
How do you align keywords with landing pages?
Every ad group maps to one primary landing page with message match. No sending all traffic to the homepage.
What is query sculpting?
Using campaign-level negatives to control which queries broad match ad groups can trigger. This forces traffic into the right themed ad group.
Do you use AI or automation for keyword expansion?
Tools speed up research, but human review assigns intent and structure. Automation handles n-gram negative suggestions that we approve.
How do you measure keyword research success?
Lower CPA, higher conversion rate by query theme, reduced wasted spend and growth in qualified conversion volume from new themes.
What about branded vs non-brand keywords?
Always separated. Branded gets protection campaigns. Non-brand budget tied to new customer acquisition goals.
How do you research keywords for local businesses?
Geo-modified terms, service + area patterns (Dubai Marina, JLT, Deira, Jumeirah, Sharjah), near me variants and competitor local conquest terms with location-specific landing pages.
Can you rebuild keyword strategy for an existing account?
Yes. We audit current keywords against search term reality, consolidate duplicates and restructure without losing historical conversion data.
How long does initial keyword research take?
Usually a couple of weeks for most accounts, depending on offer complexity, languages and how many emirates you serve. Ongoing mining starts immediately after launch.
How do we get started?
Request a free keyword strategy audit. We review your current terms, search terms and competitors, then deliver a prioritised expansion and cleanup plan.
Ready to grow keywords that actually drive revenue?
Get My Free Keyword Audit arrow_forwardOur team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓