Without a digital presence, UAE companies will struggle to make an impact. Anastasiya Golovatenko, Account Director at Sherpa Communications, argues that digital visibility is no longer a luxury – it’s a necessity for today’s businesses. Drawing on her experience with both regional and international brands, Golovatenko delves into the idea that if a business doesn’t show up online, it may as well not exist. She offers actionable insights on how companies can improve their discoverability and ensure they’re visible to the audiences that matter most.
The UAE has quickly become one of the world’s most dynamic markets for innovation, trade and entrepreneurship. Home to 87 Fortune 500 Arabia company headquarters and a growing list of multinational brands opening offices, the country has positioned itself as a magnet for business growth. SMEs are also the backbone of this economy, making up 94% of all businesses in the UAE and contributing over 63.5% to the non-oil GDP. This diverse ecosystem is both vibrant and fiercely competitive.
In this crowded arena, many companies face a common problem: they aren’t visible. With thousands of businesses competing across sectors, brands that lack a clear digital footprint risk being overlooked entirely. Even those with strong offerings can get lost in the noise without an intentional strategy to build and maintain visibility. And in a digitally driven economy like the UAE, if a company doesn’t have a discoverable online presence, it may as well not exist. Here’s how companies can start building greater digital recognition with the audiences that matter most.
Digital presence is no longer optional
With Internet penetration at a staggering 99% and users spending almost 7.5 hours online daily, the UAE is among the most connected countries on the planet. That translates into a highly digital-first consumer base.
Companies must challenge their teams to prioritise local or regional digital strategies. This begins with creating market-specific social media accounts that remain active and relevant. In the UAE, Instagram and LinkedIn tend to perform well, while Facebook is generally not suited for professional engagement in this region. Keeping these platforms active enhances search visibility and quickly informs potential customers about the brand’s offerings and values.
The company website also needs to speak to the local audience. That means developing bilingual landing pages in English and Arabic with regionally tailored messages. Global websites often present too much irrelevant information, which only confuses potential customers. A simple regional presence can go a long way in making your offering clear and accessible. In fact, KPMG notes that brands winning the loyalty battle in the country do so by mastering digital-first, customer-centric approaches.
Build your communications engine
Visibility is not a one-off event. It requires consistent effort and strategic content. Businesses need to regularly put out updates, whether that’s a press release, event participation, commentary or a feature secured through a media partner.
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, industry-relevant 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 real-time and adjust as needed. CRM-integrated 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 audience-focused communications approach. Visibility is not incidental; it is the result of intentional strategy and consistent execution.
