I’m Shahid Ashraf. I started working in SEO in 2012 and have kept upgrading the way I work through every major change in Google. Today I help businesses become easier to find, easier to understand and easier to choose. You work directly with me, from the first review to the final recommendation.
I started working in SEO in 2012, when the job looked very different. Since then I have worked through major Google changes, new devices, new ways of searching and rising customer expectations. I have helped travel companies, local service providers, online shops, software businesses and professional firms improve the way people find and understand them online.
I have never treated experience as permission to stand still. Panda and Penguin pushed the industry towards better content and more credible links. Hummingbird, RankBrain and BERT made meaning and natural language more important. Mobile-first search, page experience, helpful content systems and AI answers have each required a fresh look at how a website earns attention and trust.
My work is based in Dubai, but the clients and markets are international. Each project begins with the business itself: what it sells, who it needs to reach, what makes it credible and what a useful enquiry or sale looks like. There is no account manager or junior handover; I review the website, write the plan and discuss the decisions with you directly.
Starting in 2012 matters because I have seen good ideas become outdated, shortcuts disappear and customer expectations rise. I keep upgrading my skills with every major Google change, while holding on to the parts that do not change: honest research, useful pages, careful implementation and respect for the person using the website.
— Shahid, Dubai →Good SEO should make the website more useful and bring the business closer to people already looking for its services. That sounds simple, but the way Google judges quality has changed repeatedly. My job has been to keep learning, test what changed and turn those lessons into sensible improvements for clients.
I did not learn SEO once in 2012 and keep repeating the same formula. Every major Google change has required me to question old habits, study the evidence and improve the way I work. The tactics have changed; the responsibility has not: help the right person find a useful page and make a confident decision.
These are not badges or buzzwords. They are the moments that changed what I looked for on a website and what I recommended to a client.
I began with the fundamentals: understanding what people searched for, building useful pages and measuring whether the work brought the business closer to real customers.
As weak content and artificial link schemes lost ground, I moved further away from volume-led tactics and towards original information, genuine relevance and a reputation that could stand up to scrutiny.
Search became better at understanding meaning. I learned to plan pages around what a customer was trying to achieve, not simply how often a keyword could appear.
Pages had to work properly on a phone and read like they were written for people. This strengthened my focus on natural copy, simple navigation and removing friction before an enquiry.
The work widened beyond rankings. Fast pages, clear ownership, real experience and content with a purpose became central to building visibility that could last.
Search now summarises information in new ways. I help businesses explain who they are, what they do and why they are credible across their own website and the wider web.
We start with the problem you need to solve, then choose the work that supports it.
Help nearby customers find your business, understand where you work and contact you easily.
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Organise country and language pages so every market receives a complete, useful experience.
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Find the reason for a serious decline and build a careful plan to repair the affected areas.
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Get direct advice for priorities, website changes, content decisions and team delivery.
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See what is holding the site back and receive a practical order of work.
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Earn credible mentions through useful resources, relationships and relevant publications.
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Create or improve a fast, clear website that customers can use without friction.
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Explain services naturally, answer customer questions and guide readers towards the next step.
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Build wider recognition with stories and campaigns that fit the brand and its audience.
Learn more →You will always know what is being worked on, why it matters and what happens next.
You work with the person reviewing the site and making the recommendations.
I review the website, the offer and the customers you want to reach, then explain the first priorities in plain English.
The plan reflects your budget, website and available people. Each recommendation has an owner and a reason.
Updates focus on useful visits, better enquiries and completed work, with direct access to me when a decision is needed.
Experience across service businesses, travel, online shops, software and professional firms helps me recognise patterns quickly.
Recommendations are written in plain language, with the reason, owner and next action made clear.
If an idea is unlikely to help, I will say so. Time and budget stay focused on work with a sensible purpose.
These examples show the type of work involved and the outcomes recorded for the engagement.
Ongoing work around important tour searches, useful trip information and a clearer path from research to booking.
Local visibility and landing-page work for a cleaning company competing for valuable Dubai enquiries.
A career built through client work, changing markets and hundreds of websites. Each role added practical lessons about customers, teams and how search changes affect real businesses.
Ongoing search, content and website support for an established travel business.
Local search and advertising support focused on qualified cleaning enquiries.
Direction across more than twenty client accounts and support for a growing delivery team.
Early work across travel, online retail and local service businesses.
Most businesses do not need another long report filled with unexplained warnings. They need someone who can separate an urgent problem from a minor one, recognise where the real opportunity sits and give the team a sensible order of work. Fourteen years of change have made that judgement more valuable, not less.
The goal is not to chase an update or copy whatever a competitor did last month. It is to build a website with sound foundations, useful information, clear proof and an easy customer journey—then keep improving it as the market and search results change.
The same method is adapted to the customer, market and resources of each business.
A few practical points clients usually want to understand before starting.
I am based in Business Bay, Dubai, and work directly with businesses in the UAE and other international markets.
I started in 2012 and have worked on more than 350 websites across service businesses, travel, online retail, software, hospitality and professional services. I have kept updating my methods through the major Google changes, from the Panda and Penguin years to mobile-first search, helpful content systems and AI Overviews.
It depends on the website, competition and how quickly useful changes can be completed. Some projects show movement within a few months; difficult markets normally require steady work for longer.
The fee depends on the website and scope. You receive a written proposal before work begins. Some suitable projects may use the 30% upfront and 70% after an agreed milestone model.
Yes. Clear business information, useful expert content and a consistent online presence can help search and answer platforms understand a brand. This work is considered alongside normal Google visibility.
You work directly with me. I review the website, write the plan and discuss the decisions without passing the project to a junior account manager.
Yes. I help businesses improve local service pages, business information, reviews, Google visibility and the route from a nearby search to a call or booking.
Yes. My experience includes clients and markets in the UK, USA, Germany, Spain, Indonesia, Saudi Arabia, Qatar, Oman, Pakistan, Sri Lanka and Canada.
Yes. I first identify when the decline began and which pages were affected, then check website changes, search updates, competition and tracking before recommending repairs.
Yes. I can provide priorities, page reviews, developer instructions, content direction and regular calls while your own team completes the work.
It is the work of organising a website for several countries or languages so each audience reaches complete, relevant information and the business can manage every version properly.
Yes. I can support new websites and redesigns with attention to speed, mobile use, clear pages, customer journeys and search visibility.
Yes. I write and plan service pages, landing pages, guides and other website content around customer questions and business facts.
Yes. I can help develop useful stories, expert contributions and campaigns that support reputation, website visits and wider recognition.
I review the website and situation. If the work is a suitable fit, the next step may be a focused review or a written proposal with scope, responsibilities, timing and fees.
No standard long-term contract is forced on every client. The working period and exit terms are written into the proposal for that project.
The schedule is agreed before work starts. Ongoing projects usually include regular written updates and direct contact when a decision is needed.
Depending on the job, I use Google Search Console, Google Analytics, Semrush, Ahrefs and website crawling tools. Clients receive conclusions and actions rather than raw tool exports.
No. Search engines and competitors cannot be controlled. I give an honest view of the opportunity and agree clear measures, but I do not promise a position that nobody can guarantee.
Yes. A new site benefits from planning its pages, navigation, content and measurement before launch, when changes are easier and less expensive.
Experience includes WordPress, Shopify, Wix, Webflow, Squarespace, Magento, custom PHP and other systems. Any important platform limits are discussed early.
Yes. I review issues that stop important pages loading, being found or working properly, then explain the required fix in language a developer or owner can use.
Travel, online retail, software, cleaning, hospitality, property, education, health and wellness, professional services and other business-to-business services.
Yes. I work with small businesses as well as established teams. The scope is adjusted to the opportunity, budget and people available to implement it.
Send your website, target market and the service or product you want to grow. I will review the context and suggest the most useful next step.
Yes. I can review unsuitable links, weak content, website changes and unfinished recommendations, then separate useful work from the parts that need correction.
Yes. A standalone review can identify the main problems and give your team a prioritised plan without requiring ongoing consultancy.
Useful pages and sound website improvements can continue to provide value, but competitors, customer behaviour and search results keep changing. Important sites should still be reviewed periodically.
Yes. I plan country and language sections, page relationships and local customer information. Published local-language copy should always receive fluent human review.
An independent consultant gives you direct access to the person making the recommendations. Decisions can be faster, the reasoning stays clear and responsibility does not move between departments.
Send a short brief or contact me directly. I will reply with the most sensible next step.
Share the essentials and I will reply with a few initial observations.
Email or WhatsApp is often the quickest way to begin.