How to choose an SEO agency in Dubai: 12 questions to ask

Dubai has no shortage of SEO agencies, freelancers and consultants, and from the outside their proposals can look almost identical: an audit, keyword research, content, links and a monthly report. The difference only shows up months later, when one business sees enquiries rising and another is still reading reports about "improved visibility".

The best protection is to ask better questions before you sign. These twelve are grouped by theme, with notes on what a good answer sounds like.

What should you ask about strategy and understanding?

Start by testing whether the agency understands your business and market, rather than applying a template. Good answers are specific to you.

1. What would you prioritise in the first three months, and why?

A strong agency will reference your website, competitors and services, and explain the order of work. Vague answers such as "we will optimise everything" suggest no real review has been done.

2. Which searches do you think bring us the most valuable customers?

Look for an answer grounded in intent and value, not just search volume. A good agency will want to know your margins, best services and the areas you serve across Dubai and the other emirates.

3. Have you worked in our sector or a similar one?

Sector experience helps, especially in regulated fields such as healthcare, finance and education, where content needs care. Ask for examples of the type of work, even if client names are confidential.

What should you ask about the work itself?

Next, find out exactly what will be done, by whom and how. This is where proposals that look alike start to differ.

4. Who will work on our account day to day?

Find out whether the person pitching is the person doing the work, and whether any of it is outsourced. Ask how many hours or deliverables your fee covers each month.

5. How do you handle Arabic content and bilingual websites?

If your customers search in Arabic, the agency should talk about separate Arabic keyword research, native writers and correct hreflang set-up. "We translate the English pages" is not enough.

6. How do you approach local SEO and Google Business Profile?

For businesses serving customers in specific areas, the agency should cover profile optimisation, reviews, consistent business details and location pages that add real value.

7. How do you build links?

Good answers mention partners, associations, digital PR and useful content. Be wary of package numbers such as "50 backlinks a month", which usually means bought or low-quality links that breach Google's spam policies.

8. What is your approach to AI search?

AI Overviews and assistants such as ChatGPT and Perplexity now shape how people research. A current agency should explain how it structures content and builds brand signals for these answers, often called answer engine optimisation and generative engine optimisation, without making promises about AI citations. Our guide to SEO, AEO and GEO explains how they fit together.

What should you ask about reporting and results?

Ask how progress will be measured and what happens if results are slow. The answers show whether the agency focuses on your business outcomes or its own metrics.

9. What will your reports show, and how often?

Reports should include organic traffic to key pages, rankings for priority searches and, most importantly, leads: calls, forms and WhatsApp clicks from organic search. They should also explain what was done and what comes next.

10. What results are realistic, and by when?

Honest agencies talk in ranges and milestones, and explain what could slow things down. Anyone who guarantees first-page rankings is either misleading you or planning risky tactics. Google's own guidance warns against SEOs who guarantee rankings.

What should you ask about contracts and ownership?

Finally, clarify the commercial terms before you commit. Problems here are harder to fix later.

11. What are the minimum term and notice period?

An initial commitment of a few months is common, since early work takes time to pay off. Very long lock-ins with no exit clause are not. Our guide on how much SEO costs in the UAE explains typical pricing models.

12. Who owns the content, accounts and data?

You should own your website, content, Google Search Console, Google Analytics and Google Business Profile, with the agency given access rather than holding them. Confirm this in writing, along with what happens to content and redirects if you part ways.

What red flags should make you walk away?

Some warning signs are serious enough to end the conversation, however attractive the price.

• Guaranteed rankings or "page one in 30 days" promises.
• Refusal to explain methods, described as "proprietary" or "secret".
• Link packages sold by quantity.
• The agency insisting on owning your accounts or domain.
• Reports that show only rankings and traffic, never leads.
• No questions about your business, customers or margins during the pitch.
• Unusually low prices for a large list of deliverables.

It is also worth checking any claims made in the pitch. If an agency says it ranks well for competitive terms, search for them yourself. If it shows results screenshots, ask what was done to achieve them and over what period. Claims of official partnerships or certifications can usually be checked on the issuing organisation's website. A trustworthy agency will be comfortable with these questions and will not pressure you to sign quickly with limited-time discounts.

How do you compare proposals side by side?

Score each shortlisted agency on the same criteria so the decision does not come down to the most confident presentation.

Give each criterion a score out of five and weight the ones that matter most to you. If Arabic content is central to your customers, for example, weight language coverage more heavily.

Speak to the person who would manage your account before deciding. Chemistry and clear communication matter over a relationship that should last at least a year.

How Upscaleads can help

We are happy to answer every one of these questions in writing before you commit. Read about our SEO services, then book a conversation with the people who would actually work on your account.