The short answer
To rank in both Arabic and English in Dubai, give each language its own URL, link the versions with hreflang tags, and let visitors switch language with a visible link instead of automatic redirects. Translate the full page, not just the menu, and research Arabic keywords separately because people do not search with literal translations. Then build right-to-left layouts and local signals in both languages.
Dubai is one of the most multilingual markets in the world. A family looking for a paediatric clinic, an investor comparing developers, or a diner choosing a restaurant might search in Arabic, English, or both. Many Dubai businesses only have an English website, and many that do have Arabic pages set them up in ways Google struggles to understand.
This guide follows Google’s guidance on multilingual sites and adds what we see working for UAE businesses.
Key takeaways
- Use a separate URL for each language, such as /ar/ for Arabic, rather than switching language with cookies or browser settings.
- Connect language versions with hreflang so Google shows the right one to each searcher.
- Do not auto-redirect visitors by language; give them a clear language switch.
- Google works out a page’s language from its visible content, so translate the whole page.
- Arabic keyword research is its own job: literal translations often miss how people actually search.
1. Do you really need Arabic pages?
It depends on your customers. If you serve Emirati and Arab families, government entities, or customers across the GCC, Arabic pages can open up searches your competitors are ignoring. If your audience is mainly English-speaking expats or international businesses, start with your most important service pages in Arabic rather than translating everything at once. Check your enquiries and search data before you decide.
2. How should you structure a bilingual website?
Give each language its own URL. Google recommends different URLs for each language version rather than changing the content with cookies or browser settings, because Googlebot may not see the other versions. The simplest setup for most Dubai businesses is a subfolder, for example example.ae/ for English and example.ae/ar/ for Arabic. It keeps all your authority on one domain and is easy to manage in WordPress with a multilingual plugin.
3. What is hreflang and how do you use it?
Hreflang is a tag that tells Google which pages are language versions of each other, so an Arabic searcher gets the Arabic page and an English searcher gets the English one. Each version should list itself and all its alternates, for example en or en-AE for English and ar or ar-AE for Arabic, plus an x-default for everyone else. Good multilingual plugins add these automatically; check them after setup, because missing return links are a common error.
4. Should the site switch language automatically?
No. Google advises against automatically redirecting people to another language based on their location or browser settings. Many Dubai residents use English phones but prefer Arabic content, or the reverse. Show a clear language link in the header and let visitors choose. Google also notes that it ignores the HTML lang attribute and the URL when working out language, and reads the visible content instead.
5. Is machine translation good enough?
As a first draft, perhaps. As a finished page, rarely. Arabic copy should be reviewed and edited by a fluent writer who understands your industry and your customers, and who can choose between Modern Standard Arabic and a more conversational Gulf tone where it suits the brand. Avoid translating only the menu and buttons while leaving the main content in English; Google warns this creates a confusing, duplicate-looking experience.
6. How do you research Arabic keywords?
Start from what customers actually type, not from a translation of your English keywords. Arabic searches can use different word order, different terms for the same service, and spelling variations. Some people also search in Arabic written with Latin letters, or mix Arabic and English in one query. Use Google’s search suggestions in Arabic, your Search Console data, and the questions your Arabic-speaking staff hear every day.
7. What changes in design for Arabic pages?
Arabic reads right to left, so the whole layout should mirror: navigation, icons, forms and image positions. Choose an Arabic font that is easy to read on mobile at a comfortable size, and test forms and phone number fields in both directions. A poorly mirrored page looks unprofessional and loses enquiries, however good the copy. See our website design service.
8. How do local and AI signals work in two languages?
Keep your business name, address and phone consistent across languages and directories. Write a clear business description in both languages where platforms allow it, and reply to reviews in the language they were written in. AI assistants such as ChatGPT and Google’s AI Overviews answer in the user’s language, so clear, factual pages in Arabic give them something reliable to cite. Read more in our guide to AI search optimisation and our local SEO service.
Where to start
If you have no Arabic content today, start with your homepage, your three to five most important service pages and your contact page. Set up the URL structure and hreflang correctly from day one, then expand based on which Arabic pages bring enquiries. A bilingual site built in stages is far better than a rushed full translation.
Frequently asked questions
Not when they are full translations on separate URLs linked with hreflang. Google treats them as language versions of the same page and shows the right one to each searcher.
Usually not. A subfolder such as /ar/ on your main domain is simpler to manage and keeps your authority in one place. Separate domains make more sense for separate countries than for separate languages.
No. Google says it does not use code-level language information such as the lang attribute, or the URL, and works out the language from the visible content of the page.
Not at once. Start with the pages that bring the most enquiries, such as your homepage, key services and contact page, and expand based on results.
How GM Digital helps with bilingual SEO
GM Digital Media plans and builds bilingual websites and runs SEO in Dubai for clinics, hospitality brands, law firms, property companies and B2B businesses. Book a free SEO review, or message us on WhatsApp at +971 55 596 7707.
Written by Gargi Modi, Founder of GM Digital Media. Last updated 23 October 2026.
