Should my website be in Urdu or English for SEO in Pakistan?

Search behaviour in Pakistan is mixed. Someone in Rawalpindi might type 'ac repair near me', 'ac theek karne wala' or the same phrase in Urdu script, depending on their phone keyboard and habit. Google reads the words on the page to decide what language it is in and which searches it matches. That means the practical question is not which language looks better, but which words your customers actually use. Search Console's queries report and the autocomplete suggestions in Google show you the real phrasing.

For most twin-city businesses, English pages work as the base, with Roman Urdu phrases woven in naturally where customers use them — in headings, service descriptions and FAQs. Roman Urdu has no single spelling, so pick the most common versions rather than stuffing every variant. Urdu-script pages make sense for audiences who read and search in Urdu: some schools, religious and community organisations, older customers, and certain trades. If you add them, create them as a separate version of each page with its own URL, link the versions together with hreflang tags, and let visitors switch between them.

Avoid two shortcuts. Machine-translated Urdu often reads awkwardly and can be thin enough that Google does not index it, so pay a fluent writer. And do not mix two full languages on one page as a trick to rank for both; it reads poorly and confuses which version Google should show. On the technical side, Urdu Nastaliq fonts can be heavy, so load them carefully to keep pages fast on mobile data, and make sure the layout supports right-to-left text properly. A small English site with genuine Roman Urdu phrasing usually beats a large bilingual site where half the pages are weak.