Organic growth has slowed or flatlined
Growth stalled, or it's decelerating while paid costs climb.
We will find the root causes, then deliver a plan built not just for recovery, but for growth beyond the previous peak.
Organic growth & AI search advisory
We know how Search works.Execute with us, and you get found.
Your organic growth has stalled, or AI search is about to redraw your market.
You've outgrown agencies, and what you need now is someone who has seen Search from the inside.
Fokal's founder spent five years in Google Search Quality, and built what he learned into the Fokal Lens: a repeatable method that diagnoses how your market searches, builds authority across SEO and AI Search, and turns visibility into organic revenue.
100+ clients since 2015, from Series A to Global Fortune 500. Average active engagement 3.5 years. We keep our advisory team small so that the system can be fully implemented.
Previously
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What we solve
Six challenges. One system.
Our clients arrive in a specific situation: organic slowed, AI answers reshaping their category, in-house teams stretched, agencies already tried. Every engagement starts with something specific at stake.
These are the six situations we resolve most often, and where our system delivers fastest.
Traffic that doesn't turn into revenue
You drive visits; revenue doesn't follow.
We will find where the funnel leaks and audit your content strategy, then deliver the lowest-effort, highest-return plan.
No big-bang changes: a set of easy-to-run tests that show which hypothesis moves the needle, fast.
Invisible in AI Search
Claude, ChatGPT, and AI Overviews don't mention your brand, don't cite your website, or both.
We will build your visibility plan and make sure competitors don't occupy the answers your buyers see.
Burned by agencies
Arbitrary to-do lists. Hundred-page decks. Audits that never measure the gap between where you are and where your brand should be. Reports after reports, no execution support, no expert inside your team, zero accountability to your P&L.
We know: that's how the agency model works.
We work as fractional team members. We live inside your company, and we don't just deliver plans, we get them executed until you have results.
Strategy without execution
Every piece of our advisory becomes specs and briefs. Your success depends on execution; our success depends on your results.
So we coach your team to own the growth roadmap and deliver it with precision: strategy, translation into executable tasks, monitoring, iteration.
And when you need resources to execute, we help you find the right ones, fast and affordable.
Go-to-market, anywhere
GTM is hard. It is also the core of what we do.
New product, new region, global scale: we don't guess. We will map the demand before you spend, language- and industry-agnostic.
We bring the expertise to execute the right GTM strategy at full speed.
How we work
One system. Four stages.
Every engagement is led personally by our founder Murat Yatağan, a former Google Search Quality lead, with senior execution alongside. No juniors, no handoffs, no account managers.
The Fokal Lens is how 100+ companies got found, and why most engagements are renewed year after year.
Diagnose
The first 30 days. A strategy workshop with your leadership, then a two-week diagnosis sprint.
We audit everything, from data, content, and technology to competitors and demand.
No advice before the analysis is done.
Hypothesize
The audit becomes a growth hypothesis: where the revenue is, what blocks it, and the shortest path to it.
You see the full reasoning, sequenced by impact.
This is the plan we commit to.
Execute
We run a weekly leadership call and work in your Slack daily.
Strategy becomes specs and briefs; your team ships with us, not for us.
Early signals show within 30 to 60 days, and we read them fast.
Compound
Signals become systems. We double down on what the data proves and retire what it doesn't.
We build the authority that brings revenue over organic and AI Search.
This is why clients stay.
Proof
The track record carries the weight.
Fokal is led by a former Google Search Quality lead who scaled products to 400M+ monthly unique users, now brings clarity to growth challenges for global brands with his team.
25 years
experience combined, advising across 12+ languages
100+
clients advised, from Series A to Global Fortune 500 enterprises
3.5 years
average active engagement
400M+
monthly unique users scaled
In their words
He is our gold standard for a consultant. Whenever we discuss our needs, we use Murat [from Fokal Consulting] as the example. He sets the bar.
Jessica TohCo-founder & CEO, Huckleberry Labs
The most organized and data-driven SEO mind I have encountered. If you have the opportunity to work with him [Murat, Principal of Fokal], take it.
Eric OldfieldCOO - Brainly, Zillow / Trulia
His [Murat, Principal of Fokal] ability to drive significant organic growth is unparalleled.
Fatih Mustafa ÇelebiCo-founder & CEO, Meditopia
His [Murat, Principal of Fokal] ability to read between the lines of search engine guidance and chart a growth playbook is simply beyond compare, and it shows in the results he achieves and the millions of users he helps.
Evan WatersSVP Marketing, Go1 (Blinkist)
Murat [of Fokal] guided us through benchmarking our performance against industry standards, which was invaluable in setting realistic goals and measuring our progress.
Ricardo GuiaGeneral Manager, Passei Direto
Thanks to his [Murat, Principal of Fokal] exceptional support, our companies have experienced rapid growth, and the ROI on our investments has consistently been positive.
Yiğit IhlamurGP, Vela Partners
I originally worked with Murat [of Fokal] on a business which we both advised. I found his work so good that I've since recommended him to 3 companies, and so far I can count 3 businesses that have added their endorsement to mine.
David KoppFormer CEO, Healthline
Murat [from Fokal] was able to add value to our project since day one, delivering fresh ideas and insights. I learned so much through our cooperation.
Artur StepaniakCEO, Tagvenue
About us
Inside the system, before advising on it.
Fokal is led by Murat Yatağan.
He spent five years at Google (2010–2015) on search quality for global markets, then led growth at Brainly and Global Savings Group - building products now reaching 400M+ monthly unique users.
Today he advises post-PMF companies on organic and AI-search growth, judges the industry's work as Head Judge at the Search Awards, mentors startups in Google's and HubSpot's acceleration programs, and invests in pre-seed and seed-stage companies.
The thesis behind the work is simple: search is not dying, it is re-segmenting. Authority built for AI answer engines today is the durable advantage of the next decade. Fokal builds that authority from inside your team.
Emre is reliable. He does the work before he says a word.
He runs the research and analysis to figure out how your ideal customers actually search. He digs into your search data to see what is working and what is not. Then he writes the product specs and content briefs: clear, specific, and ready to ship.
No vague suggestions. No guesswork left for your team.
Questions
What founders ask before reaching out.
What does Fokal Consulting do?
Fokal Consulting is an organic growth and AI search advisory. We embed with your team as a fractional growth leader, building the strategy, dashboards, and roadmap for durable organic acquisition across both classic search and AI answer engines such as AI Overviews, AI Mode, and ChatGPT.
Who is Fokal Consulting for?
We work with post-product-market-fit companies, from startups scaling fast to enterprises optimizing for efficiency. The work is market-, industry-, and language-agnostic. Our clients are sophisticated operators who want evidence and outcomes, not slideware.
Who is Fokal not for?
Two situations, honestly: companies that have yet to reach product-market fit, and teams that want execution fully outsourced. Our system works through your team. We diagnose, plan, and coach; you own delivery with us beside you. If you're earlier than PMF, we're glad to point you toward the right resources and talk again when organic becomes your growth lever.
What makes Fokal different from an SEO agency?
Fokal is founder-led, embedded rather than outsourced, and built on Google-insider judgment from five years in Search Quality. We work inside your team, not from a delivery queue, and we are native to AI search, where discovery is now moving.
How do engagements work?
Every engagement runs on the Fokal Lens, our system in four stages: Diagnose, Hypothesize, Execute, Compound. It starts with a leadership workshop and a deep diagnosis sprint, becomes a growth hypothesis, and is executed inside your team through a weekly call and daily Slack presence. The full breakdown is in How we work above.
Which industries does Fokal work in?
Finance, health, education, and consumer, among others. The approach is industry-agnostic because the underlying mechanics of organic and AI-search authority transfer across categories, markets, and languages.
How do we start?
One call. We assess whether your situation fits the Fokal Lens, and we tell you honestly if it doesn't. Email info@fokalconsulting.com or book directly from this page.
One call. A straight answer.
One call to see whether your situation fits the Fokal Lens. We'll tell you honestly if it doesn't.
You're past product-market fit. Organic matters to your model. Your team will own execution alongside us. If that's you, we should talk.
Or connect on LinkedIn.