Art Dubai is a leading international art fair held annually every March in Dubai. It is the pre-eminent platform for art from the Middle East, South Asia and North Africa. The globally diverse art fair features lineup of over 90 galleries from 40+ different countries. It is held under the valued patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and the Prime Minister of the UAE & the Ruler of Dubai. Ever since COVID-19 Pandemic, the 2020 edition of Art Dubai went digital.

The client came to us:

1. Looking to boost their organic website traffic
2. Improve rankings for the most significant keywords in their own business niche on Google
3. Website Maintenance on WordPress serviced annually
4. To develop Application Portal, Exhibitor portal, VIP portal on Code ignitor and PHP framework
5.  Salesforce API Integration
6. To develop wallet for iOS and G-Pass for Android users as well as for exhibitor ticket generation

After having mixed up experience with self-effort to work on the website’s SEO on their own, they were best hoping to get on a steady rising upward curve.

Website Technical Audit, Repair and Development

Initially, we assessed the overall standard technical state of the website, which included checking how fast are the pages on the website, does it perfectly index the way it should, is the overall health of URLs ok, are all website images loading and does it check any other technical requirements boxes.

Having all the website technical aspects in order is a 100% must so as to start climbing up the ladder on the top of google search results. We fixed URL redirects and broken links, that not only decrease the user experience but can also very negatively impact the way search engines essentially assess the website. The greater number of broken URLs, the more prominent red flags Search Engines see. Alongside, we also worked on the elements on the sitemap which were either outdated or incorrect and development the following:

1. Application portals
2. Robust salesforce API integrations
3. Wallet for IOS and Android users

Content Strategy & Content Creation

When all the website technicalities are perfectly in place, it was high time to focus on creating the right content so as to bring visitors directly to the website.

Keyword research widely helped to narrow down exact keywords people were typing in their google search for Art Dubai. Keeping that and Art Dubai’s user personas in mind and with the help of the powerful SEO tools we could best identify the main keywords to target.

Now was time to plan the content that both the website visitors as well as Google will like. It’s often the pure matter of optimizing for the right choice of keywords and providing more value by virtue of visuals, videos or even updated content so as to make existing content climb up the ladder of Google search results.

Therefore, some of the work merely focused on updating and even merging existing content to optimize for SEO and exponentially increase the organic traffic.