If you’re a pharma or health and wellness brand in the UAE still measuring success by Google rankings alone, you’re already behind.
Search behavior has fundamentally shifted. People are no longer just typing into Google, they’re asking ChatGPT, Perplexity, Gemini, Claude, and other AI assistants. Even Google itself has responded by launching AI Overviews and AI Mode, delivering instant answers before users even click a link.
Zero-click searches are the new normal!
And that’s exactly why Generative Engine Optimization (GEO) has become essential…
That means choosing the right SEO services provider today is more important than ever, and also more confusing than ever…
So, before you hire any agency, ask these five questions. They will quickly separate real search experts from agencies still using outdated tactics.
1. “Do you know the difference between SEO and GEO, and do your SEO services cover both?”
The agency you choose must understand the distinction, and master both.
Search Engine Optimization (SEO) gets your content ranking on Google’s results pages. It’s built around keywords, backlinks, and technical structure.
Generative Engine Optimization (GEO) gets your content cited inside AI-generated answers, the kind produced by ChatGPT, Claude, and Google’s AI Overviews.
Google ranks pages.
AI engines generate answers.
If your content does not fully cover the wider topic around a patient or customer’s question, AI may complete the answer using your competitor’s content instead.
Why does this matter for pharma, health, and wellness Brands?
Because today, your audience is asking AI tools questions like:
- Best supplement for women in UAE
- Best cleanser for oily skin in UAE
- Best dermatology clinic in Dubai
And AI is answering them directly, often without a single click to Google.
If the agency only talks SEO, they’re solving half the problem.
The best agencies don’t treat SEO and Generative Engine Optimization (GEO) as alternatives… they’re complementary.
Read more: Digital Marketing Trends 2026: For Pharma, Health and Wellness brands
2. “What KPIs will you actually report on?”
If an agency’s monthly report only shows you Google rankings and website traffic… Pause!
Those metrics still matter, but in 2026 they’re incomplete. A genuine SEO services agency should also be tracking:
- Citation frequency in AI tools
- Brand and product mention in AI-generated answers
- Share of voice across AI platforms
If your agency isn’t reporting on these, they’re not fully serving your brand’s visibility.
Read more: The Best Healthcare Digital Marketing Strategy in UAE & Saudi Arabia
3. “Can you show me a real case study, not just a testimonial?”
Before committing to any SEO services contract, ask to see actual results; which brand, which keywords, and what changed after they worked together!
At Eureka, for example, we worked with Prime Healthcare; one of Dubai’s largest hospital groups
We built a comprehensive SEO strategy for them first, then applied GEO (Generative engine optimization) as one of the first agencies in the UAE to do so.
The outcome: they now rank on Google, appear in AI Overviews, and are cited in AI Mode for highly competitive searches
Take a look at the full case study: Prime Health – A GEO & AIO Success Story
That’s the kind of specificity you should expect. If an agency gets vague here, keep looking.
4. “How do you handle health and wellness content specifically?”
This one is non-negotiable for your industry. Medical content plays by different rules than any other industry. Google holds it to a higher standard under its E-E-A-T guidelines (Experience, Expertise, Authoritativeness, Trustworthiness), and AI engines are even more selective about which health sources they cite.
Your agency should understand medical content compliance, how to write authoritatively without making misleading claims, and how to build the kind of content clusters that make AI engines trust your brand as a reliable source.
At Eureka Digital, we have more than 30 team members with medical backgrounds, including pharmacists and physicians.
That means your content is written by industry experts who make it medically credible, audience-friendly, compliant, and optimized to perform across both SEO and Generative Engine Optimization.
Read more: What is the Best Digital Marketing Agency for Health and Wellness?
5. “Do you rank for your own services?”
One honest way to evaluate any SEO services agency: search for them, look up topics related to their services. Do they appear on Google? Are they cited in AI answers? If they can’t achieve visibility for their own brand, they can’t achieve it for yours…
At Eureka, SEO and GEO are among our top conversion channels, because we apply to ourselves exactly what we deliver to clients.
Final Word
Finding the right SEO and GEO partner shouldn’t feel overwhelming; it should feel like finding a colleague who genuinely understands your industry, speaks your language, and knows exactly where your audience is searching and how to reach them.
At Eureka Digital, we’ve helped health and wellness brands across the GCC, UK, and Australia get found; not just on Google, but inside the AI answers their patients and customers are already searching.
Book your free audit! We’ll review your content across SEO and Generative Engine Optimization, identifying what’s working and what’s missing.
