Defending Digital Territory: EDGE Group’s SEO & GEO Win

About the Client

EDGE Group is a state-owned defence enterprise headquartered in Abu Dhabi, UAE, founded in 2019 to consolidate the country’s various defence entities into a single, globally competitive organisation.

• Services: SEO, GEO (Generative Engine Optimisation)
• Industry: Defence & Advanced Technology

The Challenge

EDGE Group needed to drive relevant, high-intent organic traffic to its website and improve visibility on commercial and industry-specific search queries. The target was a minimum 15% year-on-year traffic growth, alongside stronger rankings for core focus keywords in the defence and contracting space.

Our Approach

• Keyword Strategy We researched and identified high-intent keywords aligned with EDGE Group’s business, optimising content for semantic relevance to capture both direct and lateral queries.
• On-Page SEO We improved meta tags, heading structures, internal linking architecture, site structure, and page loading speed across the website.
• Content Development We recommended and developed content, including relevant blog articles, to build topical authority across the defence and technology space.
• Off-Page SEO (Hygiene Check) We identified and removed toxic backlinks, strengthening the overall backlink profile.
• Schema Implementation We implemented structured data schemas – including article and video schemas – to support efficient crawling and improve how search engines interpret site content.

GEO Strategy

We implemented a full Generative Engine Optimisation strategy aimed at securing EDGE Group’s presence within Google’s AI Overviews and other AI-powered search surfaces.

• Keyword Strategy We researched and identified high-intent keywords aligned with EDGE Group’s business, optimising content for semantic relevance to capture both direct and lateral queries.
• On-Page SEO We improved meta tags, heading structures, internal linking architecture, site structure, and page loading speed across the website.
• Content Development We recommended and developed content, including relevant blog articles, to build topical authority across the defence and technology space.
• Off-Page SEO (Hygiene Check) We identified and removed toxic backlinks, strengthening the overall backlink profile.
• Schema Implementation We implemented structured data schemas – including article and video schemas – to support efficient crawling and improve how search engines interpret site content.

Results