Project overview
EM EN Caffe launched a new restaurant website with no established search history, no recorded keyword rankings and zero SEMrush-estimated organic traffic. The campaign focused on developing discoverability across branded, location-specific and competitive restaurant searches.
By October 2026, SEMrush reported more than 1,200 estimated monthly organic visits and 63 organic keywords. The final ten-keyword tracking portfolio included three number-one positions and seven top-three positions.
The challenge: a new domain in a competitive market
The website needed to compete with established restaurants for dining searches in F-6 and across Islamabad. Visibility had to extend beyond the restaurant name to fine dining, family dining and queries from people comparing restaurants.
Without a previous website booking benchmark, the campaign assessed search visibility, recorded acquisition and reported website bookings separately.
Our SEO strategy & delivery
SEO foundation: establish search engine discoverability, relevant restaurant information, keyword targeting and technical search readiness for the new website.
Local keyword strategy: organize searches around EM EN Caffe, F-6 restaurant discovery, fine dining, family dining and broader Islamabad restaurant comparisons.
Search intent alignment: connect restaurant content with the different needs of visitors searching for a known brand, a nearby restaurant or a dining category.
Competitive non-branded visibility: develop relevance for queries such as “best restaurant in Islamabad” and “best fine dining restaurants in Islamabad.”
Performance monitoring: review SEMrush estimates, Google Search Console clicks and impressions, and GA4 acquisition and engagement, without treating these different measurements as interchangeable.
SEMrush: baseline and final reported snapshot
| Metric | Before | After |
|---|---|---|
| Estimated monthly organic traffic | 0 | 1.2K+ |
| Authority Score | 0 | 19 |
| AI Visibility score | 0 | 28 |
| Referring domains | 0 | 748 |
| Organic keywords | 0 | 63 |
Traffic is a third-party estimate, not a GA4 session count. Percentage growth is not calculated from a zero baseline.
Final keyword ranking portfolio
| Keyword | Previous ranking | Final position |
|---|---|---|
| em en caffe Islamabad | Not ranking | 1 |
| best restaurant in Islamabad | Not ranking | 9 |
| restaurants in f6 Islamabad | Not ranking | 1 |
| restaurants in f6 | Not supplied | 1 |
| fine dining Islamabad | Not ranking | 3 |
| best restaurants in f6 Islamabad | Not ranking | 2 |
| f6 restaurants | Not supplied | 2 |
| fine dining in Islamabad | Not ranking | 3 |
| best family restaurants in Islamabad | Not ranking | 7 |
| best fine dining restaurants in Islamabad | Not ranking | 4 |
The initial and final lists differ. These are the ten supplied final terms; unavailable baselines remain marked as not supplied.
Google Search Console
| Metric | Reported result |
|---|---|
| Organic clicks | 2,280 |
| Search impressions | 112,000 |
| Average CTR | 2.0% |
| Average position | 5.9 |
Approximate reporting window: May 19, 2026 to October 23, 2026. These totals are not monthly traffic estimates.
Google Analytics 4
| Metric | Reported result |
|---|---|
| Organic Search sessions | 2,505 |
| Organic share of sessions | 66.09% |
| Organic engaged sessions | 1,679 |
| Organic engagement rate | 67.03% |
| First-user Organic Search users | 2,022 |
| Organic share of first-user acquisition | 62.76% |
| Overview active users | ~3,200 |
| Overview website views | ~7,400 |
| Overview recorded events | ~22,000 |
| Overview key events | 0 |
Overview window: May 1, 2026 to October 27, 2026. Acquisition figures use their supplied GA4 report; its exact window is not separately stated. Sessions, users, events and bookings are different measures.
Website bookings and attribution
The supplied project account reports more than 290 website bookings during May 2025 to October 2026. This is website-wide activity, not a count of bookings attributed to organic search.
Organic booking attribution is unavailable, and the supplied GA4 overview records zero key events. The 290+ figure must therefore not be presented as SEO-generated bookings or a measured conversion rate.
The outcome
The campaign established a measurable organic presence for a new restaurant domain. Search Console recorded approximately 112,000 impressions and 2,280 clicks in its supplied reporting window, while GA4 attributed 2,505 sessions to Organic Search.
These are historical results for this project, not a ranking, traffic or booking guarantee for another restaurant.
Source: owner-supplied project account and its reporting screenshots.
EM_EN_CAFFE_SEO_CASE_STUDY.docx