Oriel Partners is a London-based recruitment agency we’ve been working with for the last 5 years. During that period, content refreshes have become part of our annual routine to keep their blog performing at its very best.
This year, we turned our attention to their “Living and Working in Saudi Arabia” guide. With the article slipping in rankings, and the fact that our client has more job roles opening up in the region, it felt like the perfect time to give the piece a proper update.
The Challenge
The content had been performing fairly well throughout 2024. But there were still some important gaps to fill.
It didn’t answer some of the questions expat candidates were asking, especially around safety, lifestyle, healthcare, and working conditions in Saudi Arabia. Because of that, the content wasn’t being included in AI-generated answers.
We saw an opportunity to close those gaps, and turn the piece into a more comprehensive resource for anyone interested in a move to Saudi Arabia. And perhaps, even land a spot in AI Overviews and LLMs.
Our Strategy
We began by identifying additional keywords and LSI terms that aligned with user intent, including queries pulled from People Also Ask, Reddit threads, and expat forums.
We then used those insights to improve the structure and depth of the article.
Here’s what we did:
Covered the topic more thoroughly: We added more relevant sections to cover all aspects of life in Saudi Arabia, from culture and career prospects to healthcare, housing, and even the political climate.
Answered real user questions: We included a new FAQ section based on real user questions in Reddit threads and Google’s autocomplete, such as “Is Saudi Arabia safe to work in?” and “What’s life like for expats in Riyadh?”
Improved the user experience: We kept paragraphs short and used bullet points where possible for readability. We also moved the link to the Saudi Arabia jobs board higher up the page, so users won’t have to scroll down to find it.
The Results
By improving the quality of the content, we were also able to improve its performance. When we checked back in six months after the update, the impact was clear:
-
23 keywords jumping to #1 in Google - 17 keywords triggering AI Overviews
- 226% increase in impressions
- 131% increase in monthly organic traffic
- A noticeable uplift in candidate applications for Saudi Arabia roles
