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At the ArabNet Digital Summit 2013 last month, Lee Mancini from Sekari talks about the challenges and successes of his company as it transitioned from a pure technology-based SEO agency to a content-marketing agency.

Sekari was launched in the UAE three and a half years ago in response to a growing need for premium SEO agencies in the region. Ever since, the company worked on establishing a solid customer base consisting of big clients such as Atlantis—The Palm, LG, and many others in Middle East, South Asia, and Africa. 

"We put a lot of time and effort into each one of our clients. When we have a client, we tend to keep him for a very long time," says Lee. 

The value proposition that Sekari brings to its clients is its ability to deliver content in over 30 languages and to more than 28 countries. To achieve this, the company partnered with small, independent SEO agencies that "share the same understanding as Sekari, but are native to each country," states Lee.

The decision to expand their services into the content-marketing arena came after they saw how much their clients were struggling to create consistent, interesting, and genuine content. "We invested in our technology and capabilities to create high-velocity optimized content that really resonates and increases the search ranking at the end of the day," says Lee.

During the interview, Lee discusses how he was able to transfer the knowledge they gained from working in a frontier market to other similar markets, such as Vietnam and Indonesia. The biggest challenge, according to Lee, has been educating brands about the value of visibility and Arabic content. It wasn't until almost 18 months ago that brands have finally taken notice of the importance of SEO and leaped to take part of this growing trend.

Watch the interview below to learn more about Sekari! Sekari was one of the participating companies at ArabNet's Digital Showcase  in Dubai.