Audits revealed that many websites had implemented only fundamental levels of structured data.
Dubai-based digital agency GTECH Information Technology has published insights from an analysis of more than 80 business websites across the UAE, revealing that many organisations may need to reassess and modernise their search engine optimisation (SEO) approaches to keep pace with the rise of AI-powered search experiences.
Conducted throughout 2026, the review was based on SEO audits carried out by GTECH Information Technology, evaluating key areas including website structure, content organisation, structured data usage and overall search optimisation practices among businesses across various industries.
The findings, compiled by Dubai-based SEO agency GTECH Information Technology through audits conducted in 2026, reveal a recurring trend among businesses that continue to rely on optimisation approaches that were effective in 2021 and 2022 but are now producing limited results in today’s evolving search landscape.
According to the agency, many of the reviewed websites still prioritised traditional keyword-based SEO strategies, while fewer had adopted conversational content, advanced structured data or content formats designed to better support natural-language and AI-driven search queries.
GTECH Information Technology reported that its audits found many websites were using only basic structured data implementations, with limited adoption of advanced schema markup that can help search engines better understand and interpret website content. The agency also noted that a smaller number of reviewed websites had developed content specifically designed to address detailed user queries, a format that is becoming increasingly relevant in AI-powered search experiences.
“Search behaviour is evolving rapidly as AI becomes more integrated into search engines,” said Bhupender Singh, SEO Lead at GTECH Information Technology. “Businesses that regularly evaluate their SEO strategies and adapt their content to changing user expectations are better positioned to maintain visibility and competitiveness.”
The agency observed that websites in professional services, legal and financial sectors often continued to rely on traditional informational pages focused primarily on company credentials and service descriptions.
GTECH Information Technology believes organisations in these industries could improve their search performance by expanding educational content that answers common customer questions and provides broader topic-based insights.
For e-commerce businesses, the review highlighted opportunities to enhance product visibility through more detailed product descriptions, improved product schema implementation and the integration of customer reviews to better support modern search experiences.
GTECH Information Technology recommends that businesses regularly evaluate whether their websites align with current user search behaviour while reviewing key areas such as technical SEO, structured data usage and content quality as search technologies continue to develop.
The agency stated that businesses implementing a balanced SEO approach—combining technical optimisation, authoritative content and user-focused information—are likely to be better equipped to adapt to continued changes in the digital search landscape.
