Murat Yatağan

Murat Yatağan advises post-PMF companies on SEO and AI search. Through his firm, Fokal, he has advised 100+ companies over 13 years (Series A through D startups and enterprises), including Blinkist, PagBank, Meditopia, Huckleberry, Tiny Health, and Clarity.

He spent five years at Google on the Search Quality team, leading webspam policy enforcement across EMEA. He scaled Brainly from 80M to 400M monthly unique users in under four years as VP of Growth. He was previously a Director at Global Savings Group, growing organic revenue 3x in 2 years via executing white-label strategies.

Since 2016, he has been a Judge of the Global, US, European, and MENA Search Awards. He mentors founders through Google for Startups (MENA+T) and HubSpot's GTM program. He is an LP in e2vc Fund III. He's a Stanford GSB alum.

Catch Murat live at SERP Conf. Rome 2026!

AI Search in the Real World (1 hour & 30 minutes)

AI Search in the Real World (1 hour & 30 minutes)

Purna Virji(AI Strategist and Founder of Agent-Led Growth)

Murat Yatağan(Strategic Growth Advisor)

Martin Milanov(Head of Organic Growth at myPOS)

Dawn Anderson(Managing Director at Bertey)

Judith Lewis(Founder of DeCabbit Consultancy)

14:20: Speaker 1 - Purna Virji

Topic: Your AI ROI Story Is Broken: What Search Teams Should Measure Now

14:50: Speaker 2 - Murat Yatağan

Topic: What AI Search Taught Me About Traffic: Three Real-World Stories, Less Content, More Revenue

15:20: Speaker 3 - Martin Milanov

Topic: From SEO to AEO - how AI Impressions matter for your bottom line

15:35: Q&A Session

See who else is taking the stage

Check out what else you’ll learn at SERP Conf. Rome 2026.