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Virgin Mobile UAE achieves +74% growth in Organic Search revenue


Virgin Mobile UAE is one of the leading digital telecommunication service providers in the region. Merkle was tasked by   Virgin Mobile UAE to resolve the following challenges:

  • Increase domain visibility for unbranded keywords
  • Increase organic share of traffic
  • Increase revenue through organic search
  • Improved Technical SEO foundation


  • Strategize and create new content types including FAQ optimizations, content optimization and new content creation with targeted relevant keywords, meta data and internally link them to other valuable pages across the site
  • Refreshed meta data based on the keyword research and by looking at striking distance keywords.
  • Conducted an E.A.T. audit to strategize and create new intent-based content as well as to optimize existing content
  • Audited backlink profile and performed a solo review of backlinks to identify spam links and submitted those to be disavowed
  • Constantly kept an eye on Site performance via GSC reports as well as leveraging SEMrush site audit and Screaming Frog crawls and fixed issues in real-time


  • Content creation and optimization strategies resulted in +22% traffic, +55% impressions and +74% revenue growth YoY
  • E.A.T optimization, meta data and URL mapping helped gain +10% keyword visibility post Google’s core-algo update in June’22
  • Backlink optimizations (spam analysis) helped increase Domain Authority from 31 to 41 YoY
  • Site audit score on SEMrush improved from 75 to 92