Royal Air Maroc has selected Merkle MENA, a dentsu company, as its SEO, content and generative engine optimisation (GEO) partner following a competitive pitch.
The appointment will support the Moroccan national carrier in expanding its digital visibility and strengthening connections with travellers across the Middle East, Africa and international markets.
Under the partnership, Merkle MENA will build and implement an integrated organic search and content programme aimed at increasing Royal Air Maroc’s visibility across conventional search engines as well as emerging AI-powered discovery platforms.
Saida Najioullah, VP, E-commerce, Royal Air Maroc, said: “Our ambition is to be the airline of choice for travellers connecting Africa with the world. Achieving that means being present and compelling wherever our customers are searching — whether that’s on Google, or increasingly, in AI-powered tools. Merkle MENA demonstrated a clear understanding of this landscape and a bold vision for how we can lead it.”
With generative artificial intelligence increasingly influencing how travellers discover destinations, compare airlines and plan bookings, the partnership will focus on positioning Royal Air Maroc within the evolving digital search ecosystem.
Merkle MENA’s remit covers technical SEO, content strategy and production, and GEO, addressing both established search behaviour and the growing role of large language models in brand discovery.
By bringing these areas together, the strategy is designed to engage high-intent travellers throughout the customer journey, from the initial inspiration and research stages through to booking.
Andreas Skopal, CEO, Merkle MENA, said: “We’re excited to partner with Royal Air Maroc on a brief that sits right at the forefront of where search is heading. SEO and content remain foundational, but GEO is quickly becoming the next frontier for brands that want to stay visible as AI changes how people find and choose travel. We’re looking forward to building a strategy that works across all of these dimensions.”
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