Tools
- WordPress
- Google Search Console
- Google Analytics 4
- Google Keyword Planner
- Google Trends
- Google Business Profile
- Meta Ads Manager
Related services
The challenge
When I started working with Masirat Technology in October 2025, the company already had a website. The problem was that the website was not doing much for the business.
Masirat was a young company, about two years old at the time. It had a website, some blog content, and a few pages, but most of its Google visibility came from branded searches. The site was getting fewer than 10 Google clicks a month, with roughly 200 to 300 impressions.
In other words, people who already knew Masirat could find it. But someone searching for things like these was unlikely to:
- software company in Oman
- pharmacy software in Oman
- HR software in Oman
- SEO company in Oman
- best pharmacy software in Oman
That was the real problem. The goal was not simply more traffic. The goal was to make Masirat visible when potential customers were actually searching for what the company offers.
Understanding the old website
Before changing anything, I spent time understanding how the existing website was built and what was stopping it from growing. There were a lot of problems:
- An outdated design and a poor mobile experience
- Slow performance
- Very few useful pages and a weak service structure
- No proper product pages
- No real keyword targeting and very little Oman focused content
- Weak calls to action
- Technical SEO problems and poor indexing
- Complicated URLs and a weak blog structure
- Very little authority and almost no useful backlinks
Some pages that should have been in Google were not even indexed. The site also had technical and plugin problems that made ongoing optimisation difficult.
The first approach
At first I decided to work with the existing website rather than rebuild it straight away. For about three months, I worked on its SEO, content, and technical problems, and it did start ranking for several keywords.
But one thing became clear: the website itself was the biggest limitation. Patching a weak structure was taking more time than building a better foundation. So we decided to rebuild it.
Rebuilding without losing SEO value
This was one of the most important parts of the project. A redesign can easily destroy existing rankings. If you delete old pages, change URLs, and launch a new design, Google may treat everything as brand new.
So the goal was not “let’s build a new website”. It was “let’s build a better website while protecting the SEO value the old one had already earned.”
The new site was redesigned and rebuilt on WordPress. I recreated every important page: home, about, services and each service page, products and each product page, the blog and its existing articles, and contact.
- Where possible, I kept the existing URLs.
- When a URL had to change, I added a 301 redirect from the old address to the new one.
- I carried over meta titles, meta descriptions, main headings, useful content, and relevant internal links.
That let us move to the new site without throwing away the authority the old pages had built.
Pages built around real services and products
Next, I made the website much clearer. Instead of a few general pages describing everything Masirat does, each service and product got its own page.
Main website → Service or product → Individual page → Supporting content
This tells Google much more about what Masirat actually does, and it makes the site easier for customers to understand. Instead of one line saying “we provide software solutions”, we could build pages around specific searches and business needs.
Masirat’s own products got the same treatment, with dedicated pages for Pharmasolo (pharmacy management), NoorHR (HR and payroll), and ManageDesks (accounting). Pharmasolo alone got several pages for different search needs, including Oman focused content and a Dubai page.
Finding what people in Oman search for
With the foundation ready, the next question was what to rank for. I did not want to pick keywords just because they sounded good.
I started with the business itself: I spoke with the team, studied the services and products, and looked at the kinds of businesses Masirat wanted to reach. Then I used Google Keyword Planner, Google Trends, competitor research, manual Google searches, related searches, and search intent, all focused on the Oman market.
Some of the main keyword groups:
- Software: software company in Oman, best software company in Oman, top software companies in Oman, software development company in Oman, IT companies in Oman
- Pharmacy: pharmacy software in Oman, pharmacy management software in Oman, best pharmacy software in Oman, top pharmacy software in Oman
- HR: HR software in Oman, best HR software in Oman, payroll software in Oman, HR and payroll software in Oman
- SEO: SEO company in Oman, SEO services in Oman
The strategy did not stop at exact keywords. I also looked at the questions, topics, and phrases around them, so the content would be useful to people instead of just repeating keywords.
A content system instead of random blog posts
I did not want Masirat’s blog to become a pile of random articles. The content was planned around the services and products:
Product page → Main topic → Supporting articles → Internal links back to the product or service
Over the project, around 85 blog posts were published or developed. They covered software, HR, pharmacy management, accounting, SEO, websites, and business technology for the Oman market. Some targeted comparison and “best” or “top” searches, which are very competitive and usually dominated by directories and list articles.
The technical work behind the content
Content alone would not have solved the problem. I also worked on the technical side:
- Page titles, meta descriptions, and H1 and H2 structure
- Internal linking and clean URLs
- Schema (structured data)
- Image optimisation, page speed, and Core Web Vitals
- XML sitemap, robots.txt, and canonical URLs
- Google Search Console, Google Analytics, and indexing issues
The purpose was simple: make it easy for Google to crawl the site, understand each page, and match it with the right searches.
Visibility beyond Google: GEO and AEO
Search behaviour was changing while we worked. People no longer use only Google results. They also ask AI tools things like “What is the best pharmacy software in Oman?” or “Suggest me a good pharmacy software in Oman.”
So I worked with a simple principle: good SEO is good GEO. Instead of treating AI search as a separate project, I made the website and its information easier for both search engines and AI systems to understand:
- Better content structure and clear answers
- FAQ sections
- Stronger company and entity information
- Structured data
- Comparison and informational content
- Clear product information
- Better internal linking
- Mentions of Masirat on relevant external websites
When reaching out to websites for links, I did not always ask for a plain link. Where it fit, I asked for Masirat to be properly mentioned in relevant list articles and industry content. The goal was a wider presence around the company, not just a collection of links.
Building authority: from spammy links to 1,100+ linking websites
Good pages are not enough on their own. Google also looks at whether other websites trust you enough to mention you. When I started, Masirat had almost no real authority. The few backlinks it had were mostly spammy links that did nothing for it.
Today Masirat has backlinks from more than 1,100 websites, and it has been mentioned on many sites, including Wikipedia, where a Masirat article is cited as a source on the page about Oman Vision 2040.
Ahrefs backlink profile for masirat.com: Domain Rating 45, 1.1K linking websites.
Wikipedia’s Oman Vision 2040 article cites Masirat’s “Oman Vision 2040: Driving Software Innovation”.
How I built it, step by step
- The first months: the basics. I created business profiles on trusted platforms and social media, each with Masirat’s correct details and a link back, then added the company to relevant directories. This gives Google and AI tools consistent information about who the company is.
- After 3 to 4 months: only relevant sites. I stopped chasing easy links and worked only with websites in a similar niche, or articles related to our own content. Every site also had to meet minimum quality metrics before I would work with it.
- After 5 to 6 months: outreach. Most of the work from here was reaching out to website owners directly. Many sites ask for payment, so instead I offered something useful in return, like a well written article for their site, or another kind of partnership that made sense for both sides.
Ahrefs referring domains: 1,125 domains, including Wikipedia, ProvenExpert, DesignRush, GoodFirms, and TrustRadius.
What the numbers mean
Masirat’s Domain Rating went from 0 to 45. Domain Rating is a score made by Ahrefs, not by Google, so it does not decide rankings by itself. But it is a useful way to see progress: it only grows when real websites keep linking to you.
The links also helped beyond Google. Mentions on directories, review platforms, and articles are part of how AI tools like ChatGPT learn which companies are known for what, which is why this work supported the GEO results too.
Google Business Profile and local search
For searches where location matters, a strong Google Business Profile is essential. So I worked on Masirat’s local presence too, including encouraging genuine customers to leave reviews in their own words.
That built up more information about the company in Google’s local results. Today, searches like “best software company in Oman” show Masirat first in the Google Maps results, with 4.9 stars from 31 reviews, alongside its normal listing.
The results in AI search
This is where the results became especially interesting. For pharmacy software searches in Oman, AI tools started recommending Pharmasolo by Masirat Technology. For HR searches, they described NoorHR as an Oman focused HR and payroll product from Masirat.
That was exactly the goal. Not just getting pages indexed, but helping Google and AI tools understand:
Who Masirat is → what it offers → which products belong to it → who they are for → why they are relevant to Oman
You can see the real screenshots in the “See it for yourself” section above.
The results in Google search
Traditional Google results improved a lot too. Masirat’s pages began appearing for searches like:
- pharmacy software in Oman, best pharmacy software in Oman, top pharmacy software in Oman
- HR software in Oman, best HR software in Oman
- SEO company in Oman
- software company in Oman, top IT companies in Oman, top software companies in Oman
The important difference: these are non-branded searches. Before, Masirat was found by people who already knew it. Now, people who had never heard of Masirat discover it while searching for a solution.
The numbers
This is where the change becomes clear.
| Before | After | |
|---|---|---|
| Google clicks | Under 10 a month | About 450 to 650 a month |
| Google impressions | 200 to 300 a month | About 40,000 to 50,000 a month |
The latest three months in Google Search Console show 1.48K clicks, 188K impressions, a 0.8% average click rate, and an average position of 8.
Google Search Console, last 3 months (July 18 to October 17, 2026): 1.48K clicks, 188K impressions, average position 8.
Search Console also has a report for Google’s generative AI features. In the same three months, Masirat appeared there 22.2K times.
Search Console, generative AI features, last 3 months: 22.2K impressions.
Website traffic
The site started attracting visitors through search and content. The latest 90 days in Google Analytics show about 2.4K active users, 2.4K new users, 14K events, and 33 seconds of average engagement time. The main page alone had around 1.4K views.
Google Analytics 4, last 90 days (July 22 to October 19, 2026).
Other pages pulled in visitors too: a gratuity calculator, the contact page, an article on recovering a hacked Instagram account, internship content, and service pages. Not everyone came through the same kind of search. Some were looking for Masirat’s services, some for specific software, and some found useful information. That gave the website several different doors into the business.
Do the clicks actually turn into business?
Traffic was never the final goal. The real goal was business. So here is an honest answer.
Not all 500 clicks a month are potential customers. Search Console counts every click from Google, and plenty of them are not buyers:
- People looking for jobs and internships (the internship article is one of the most visited pages)
- People reading helpful articles, like how to calculate gratuity or recover a hacked Instagram account
- Competitors and other agencies checking what Masirat is doing
- Students, researchers, and people who were simply curious
That is normal for any website that publishes useful content. Those visitors still help: they build brand awareness, they show Google the site is useful, and some of them remember Masirat later. But they are not leads, and it would be dishonest to count them as leads.
What matters is the smaller group searching for a solution, people typing things like “pharmacy software in Oman” or “HR software in Oman”. As the site started ranking for those searches, the change was slow but real. Calls started coming in. People started filling in the website forms and sending WhatsApp messages. Those enquiries came from people who had never heard of Masirat before they searched. Today, Masirat gets around 30+ good leads a month from organic search alone, without paying for ads.
At the same time, I managed paid campaigns on Meta Ads to bring in leads while SEO built the long term channel. The setup is explained in the “How the ads were set up” section below.
Is 500 clicks a month worth a year of SEO?
I have been doing SEO for Masirat for almost a year now. So a fair question is: only 500 clicks a month, after a whole year? Is that really worth it?
For this business, in this market, yes. And here is why.
Masirat sells business software: systems that companies buy to run their pharmacy, HR and payroll, or accounting. That is a small, specialised market. Only a limited number of people in Oman search for “pharmacy software” or “HR software” in a month, because only business owners and managers need them. You will never get the kind of traffic a recipe site or a news site gets, and you do not need to.
On top of that, Oman is still moving online, as I explain below. Many buyers still find suppliers through people they know. So the number of people searching online for business software in Oman is smaller still.
In that market, 500+ clicks a month, with around 30+ good leads a month from organic search, not paid ads, is a strong result. Each of those leads is a business that could buy software worth far more than a click.
To be fair, it depends on the industry. If this were a clinic, a hospital, or another business that thousands of people search for every day, 500 clicks a month after a year of SEO would not be enough. For example, the Starcare hospital website gets more than 1,300 clicks a month, because many more people search for healthcare.
At the end of the day, clicks are not the goal. Business is. From the client’s point of view, even 500 clicks a day would mean nothing if none of them became customers. That is why the number I care about here is not the 500 clicks. It is the 30+ good leads a month.
Oman is a slower paced market
One honest lesson from this project is about Oman itself. In my view, Oman is a slower paced market, and it has not fully moved online yet. Many buyers still prefer to find a business through people they know, a phone call, or a visit, rather than through a search or an ad.
That makes paid ads harder here. Getting leads that actually convert from ads is difficult, even with good targeting and decent budgets. It is changing slowly. Maybe the market is moving online, or maybe it is because Masirat now has a strong presence when people look it up. Probably a bit of both.
And that is exactly the opportunity. Many companies in Oman are still missing the leads that come through Google and AI tools, because their websites are not built to be found. The businesses that put in the work now, while competition is still light, will be the ones customers find first when the market fully moves online.
If you run a business in Oman, keep an eye on the companies that are already doing this. They are quietly building an advantage that gets harder to catch up with every month.
Why the results took time
Competitive keywords in Oman are not easy. For searches like “software company in Oman” or “best software company in Oman”, many established websites compete for the same space, and big directory and list sites like Sortlist and TechBehemoths take up a lot of it.
Publishing one page and expecting it to rank is not realistic. The better approach was to keep building useful pages, useful content, connections between pages, external mentions, customer reviews, and clear company and product information. Over time, Google had more and more reasons to trust the website.
Beyond Masirat’s own website
Masirat also builds websites and runs digital marketing for its clients, and as part of my role I work on those projects too. Some of them:
- Yosr Real Estate: a property website with a listings dashboard, built to rank.
- Creative Eden: an interior design website with a projects dashboard, plus SEO setup.
- Miskin Car Rental: a car rental booking website and its SEO.
- Verde Travel and Tours: an SEO friendly travel website with tour booking.
So the same approach that grew Masirat’s own website is also used for its clients, across real estate, interiors, car rental, and travel.
My role
My main responsibility at Masirat was SEO, and I handled the SEO work independently: strategy, keyword and competitor research, site structure, technical and on-page SEO, content strategy, internal linking, schema, Search Console and Analytics, local SEO, GEO and AEO, and link building and outreach.
I also built the website and implemented the SEO on it. For advertising, design, and social media, I worked with the wider team and helped manage and finalise the work.
What I would tell another business owner
If you run a business in Oman and want to grow through Google, do not start by asking “how many blogs should we publish?”
Start with: can Google clearly understand what our business does, who we serve, and which problems we solve? Then build from there.
We fixed the website first, created pages around real services and products, targeted the right searches, built useful content around them, grew the company’s authority online, and then turned that visibility into enquiries.
Website → Services → Products → Keywords → Content → Internal links → Authority → Search visibility → Leads
Good SEO takes time. But good SEO builds an asset that keeps working for the business. Masirat went from a website people could only find if they already knew the name, to a website that helps people discover Masirat when they are searching for a solution.
Adil leads our entire digital marketing and SEO efforts. He built our company website and continues to improve our search rankings and online presence. He is reliable, proactive, and always stays on top of the latest trends.
Masirat Technology, Software Company, Oman
