Case Study: SEO & AI Optimization

Hilton | Hospitality & Travel

The challenge

Hilton needed to strengthen discoverability and performance across search while preparing content for emerging AI-driven discovery experiences. Arabic content, in particular, faced challenges around visibility, consistency, and alignment with user intent across markets, limiting its ability to support non-brand discovery and long-term growth.

The approach

I led SEO and AI-driven content optimization initiatives for Arabic-language content across Hilton’s digital platforms. This involved defining scalable optimization frameworks that aligned content structure, intent, and language with both traditional search and emerging AI surfaces.

The work focused on building high-quality content designed for discoverability across search engines, answer engines, and AI-powered platforms. This required close collaboration with regional and global teams, aligning content strategy with technical SEO best practices, and continuously refining content based on performance insights.

The impact

These initiatives improved the visibility and performance of Arabic content across search and AI-driven discovery, strengthened non-brand traffic, and supported a more consistent and culturally relevant user experience. The work also established a future-ready optimization framework that balances human relevance with evolving AI and search ecosystems.

Example: Click here to view an SEO and AI-optimized destination guide (Dubai Travel Guide)