Building Organic Visibility &
AI Search Presence for Fay

01 Executive Summary

Rholab has been managing search engine optimisation for Fay (fay.com.pk) with a clear goal: grow qualified organic visibility in Pakistan and make the brand discoverable across both traditional Google search and the new generation of AI-powered answer engines.

The data captured in this report shows a website that is now growing on every major organic indicator. Estimated organic traffic has risen by 21% and the number of ranking keywords by 30%. Google Search Console confirms the site earned 54,300 impressions and 1,340 clicks in the last 28 days at an average position of 5.4, meaning Fay is, on average, appearing on the first page of Google for the searches it is shown in. Beyond Google's blue links, Fay is already being mentioned and cited by ChatGPT, Google AI Overviews, Google AI Mode and Gemini.

The headline: Every result in this report was achieved without paid search. Fay's growth in traffic, keywords and AI visibility is 100% organic, which means it compounds over time instead of stopping when an ad budget runs out.

02 Client Overview & Objectives

Fay (fay.com.pk) is a brand serving customers in Pakistan. As more Pakistani buyers begin their purchase journeys on Google, and increasingly on AI assistants, Fay needed a search presence that would be found by the right audience at the right moment, and that would keep growing without reliance on paid advertising.

Engagement Objectives

• Grow organic traffic from Pakistan through higher rankings for commercially relevant keywords.
• Expand keyword coverage so the site appears for a wider range of product and category searches.
• Build domain authority through a healthy, relevant backlink profile.
• Establish AI search visibility so Fay is mentioned and cited by ChatGPT, Gemini and Google's AI features.
• Turn visibility into engagement by attracting visitors who actively interact with the website.

03 Our SEO Approach

Rholab's work for Fay combines traditional search engine optimisation with AI search optimisation, organised around five connected workstreams:

04 Domain Authority & Organic Visibility

The Semrush Domain Overview gives an independent, third-party view of Fay's search footprint in Pakistan. It covers both classic SEO metrics and Semrush's AI Search metrics, which track how often the brand appears in AI-generated answers.

05 AI Search Visibility Analysis

AI-powered search is quickly becoming a discovery channel in its own right. Semrush reports an AI Visibility score of 21 for Fay, with 13 brand mentions and 13 unique pages cited as sources across four major AI platforms.

• Gemini leads on mentions with 6 of the 13 total brand mentions, showing Google's AI assistant already recognises Fay as a relevant brand.
• Google AI Overviews lead on citations with 8 cited pages. This is significant because AI Overviews appear directly at the top of Google results, in front of a very large audience.
• ChatGPT cites 7 Fay pages, meaning Fay's content is being used as a source of information outside the Google ecosystem as well.
• 21 total citations from 13 unique pages indicate that several Fay pages are trusted by more than one AI platform at the same time.

06 Google Search Performance

Google Search Console is Google's own first-party data on how Fay appears in search. Unlike third-party estimates, these figures are actual impressions and clicks recorded by Google over the last 28 days.

• Page-one visibility. An average position of 5.4 means that, across all the searches Fay appears for, its pages typically rank within the top results on the first page of Google. This is the zone where the majority of search clicks happen.
• Consistent, stable demand. Daily impressions hold steadily between roughly 1,600 and 2,300 throughout the period, and daily clicks range from about 30 to just over 70. There are no sharp drops, which shows Fay's rankings are stable rather than dependent on short-lived spikes.
• Clicks follow impressions. The click and impression lines move closely together, with peaks of over 70 clicks on the strongest days. When Google shows Fay more, users respond, confirming that the search listings are relevant to the queries they appear for.
• A clear growth lever. With 54,300 impressions, each 0.5 percentage-point increase in CTR would add roughly 270 extra clicks per 28 days without needing any new rankings. Refining page titles, meta descriptions and structured data is therefore one of the highest-return next steps.

07 Website Engagement (GA4)

Google Analytics 4 shows what happens after visitors arrive: how many people use the website, how many are new to the brand, and how actively they engage with its content.

• Strong new-audience acquisition. Around 1,900 of the 2,000 active users were new to the website. Search is introducing Fay to a fresh audience each month, which is exactly the role SEO should play at the top of the customer journey.
• Active interaction on site. 19,000 recorded events works out to roughly 9.5 interactions per user, such as page views, scrolls and clicks. Visitors explore rather than leave immediately.
• Healthy engagement quality. An engagement rate of 48.9% means almost half of all sessions met GA4's "engaged" criteria (lasting over 10 seconds, viewing two or more pages, or triggering a key event).
• Steady, sustainable traffic. The solid line (current period) holds at a consistent daily level for all 28 days, while the dotted comparison line shows a single short-lived spike. The real-time panel also confirms active users from Pakistan, matching the target market.
• Connecting the data. Search Console recorded 1.34K Google clicks in the same 28 days that GA4 recorded 2K active users. Although clicks and users are measured differently, this indicates organic Google search is one of Fay's most important sources of visitors.

08 Opportunities & Next Steps

The foundations are now in place. The next phase of the engagement focuses on converting Fay's growing visibility into more traffic, stronger authority and measurable business results.

• 1

  Click-through rate

  Rewrite titles and meta descriptions for high-impression pages; add structured data to qualify for rich results.

• 2

  Keyword expansion

  Build on the +30% keyword growth with new category and informational content targeting Pakistani search demand.

• 3

  Authority growth

  Increase high-quality, relevant referring domains to lift the Authority Score from its current level of 12.

• 4

  AI search visibility

  Expand FAQ-style and entity-rich content to increase mentions on ChatGPT and AI Mode, and grow AI Overview citations.

• 5

  Engagement & conversion

  Improve internal linking and calls to action on top landing pages to raise the 48.9% engagement rate.

• 6

  Retention

  Support returning visits from the ~95% new-user base through brand search, remarketing and email capture.

09 Conclusion

Rholab's SEO work for Fay has produced measurable, entirely organic growth in the Pakistan market. Organic traffic is up 21%, ranking keywords are up 30%, the site holds an average page-one position of 5.4 on Google, and the brand is already being mentioned and cited across four major AI search platforms. Visitors arriving from search are predominantly new to the brand and engage meaningfully with the website.

With a 313-domain link profile, stable daily search demand and an early lead in AI visibility, Fay is well positioned for continued growth. The next phase will focus on converting more impressions into clicks, strengthening authority and extending Fay's presence in AI-generated answers.