Actionable growth strategy
Tailored frameworks tied to your objectives. Clarity, precision, and measurable outcomes - not a slide deck.
Organic growth & AI search advisory
Organic growth, engineered for clarity.
Fokal is a hands-on organic growth via SEO and AI-search advisory company founded by a former Google Search lead who scaled products to 400M+ monthly unique users. We embed with your team and build the growth engine that compounds.
Founded in 2015 by Murat Yatağan, Fokal Consulting has worked with 100+ clients. Engagements average two years; our active ones run three. We work inside your team, not from the outside.
Previously
Trusted by
What we do
We unlock and sustain growth at every stage.
Whether you are scaling from product-market fit or optimizing an enterprise for efficiency, we work inside your team - not from the outside.
Organic & AI search authority
SEO built on Google-insider judgment, extended to the AI surfaces - AI Overviews, AI Mode, ChatGPT - where discovery is moving now.
Revenue-driven tactics
We optimize for profit, not traffic vanity. We turn engagement into durable financial impact.
Business model optimization
Reshaping funnels and models to surface untapped opportunity and build engines that scale.
Embedded partnership
Your fractional growth leader, with weekly alignment calls that keep strategy and execution in lockstep.
Execution, not just strategy
We translate the roadmap into prioritized actions, coach your team through delivery, surface early signals of what is working, and monitor performance to reiterate fast.
How we work
The embedded-partner model.
We act as your in-house growth lead: building dashboards, writing the roadmap, and coaching your team through execution. Weekly touchpoints turn metrics into decisions, and decisions into momentum.
Embed
We join your team as a fractional growth lead and learn the business from the inside.
Instrument
We build the dashboards and define the metrics that actually move revenue.
Roadmap
We write the organic and AI-search roadmap, sequenced by impact.
Execute
Weekly alignment keeps strategy and execution in lockstep, week after week.
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, judges the industry's best work, and mentors high-growth startups.
400M+
monthly unique users scaled
10+ yrs
advising across 12+ languages
2010–15
Google Search Quality
Head Judge
Search Awards - Global, European, MENA
Mentor
Google for Startups & HubSpot GTM
In their words
He is our gold standard for a consultant. Whenever we discuss our needs, we use Murat 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, take it.
Eric OldfieldCOO - Brainly, Zillow / Trulia
His ability to drive significant organic growth is unparalleled.
Fatih Mustafa ÇelebiCo-founder & CEO, Meditopia
His 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 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 exceptional support, our companies have experienced rapid growth, and the ROI on our investments has consistently been positive.
Yiğit IhlamurGP, Vela Partners
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 turns strategy into motion.
Every month he embeds directly with client teams - leadership, product, engineering, marketing - to find what is constraining growth and build the systems that break it open.
His method is deliberate and repeatable: diagnose the bottleneck, design the framework, then coach the team until it runs without him. He does not hand over slides and leave. He converts ambition into work that ships, on a cadence, and keeps it compounding long after.
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.
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?
Each engagement is a fractional embed with a weekly cadence. We build the dashboards, write the roadmap, and coach your team through execution. Weekly touchpoints turn metrics into decisions and decisions into momentum.
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?
It starts with one intro call. Email murat@fokalconsulting.com and we will scope the opportunity together before any commitment.
Ready to grow with clarity?
One intro call is all it takes to scope the opportunity. No forms, no friction.
Or connect on LinkedIn.