Thika Wax Works Limited has manufactured waxes, adhesives, construction chemicals and institutional hygiene products in Kenya for more than 60 years.” Organic search is now the company’s largest single source of new website visitors — and, for the first time, we can measure visitors arriving from AI assistants.
The brief
Thika Wax Works came to us in 2023 with a familiar problem for established manufacturers: decades of trading reputation, and very little of it discoverable online. Buyers researching chemical and adhesive suppliers in Kenya were finding younger, smaller competitors first.
The work has run continuously since, covering website design, managed WordPress hosting, technical SEO, structured data, expert-authored content published under the chief executive’s own name, and — more recently — optimisation for AI-generated search results and AI assistants.
Key Performance & Impact Summary
| Client Entity: | Thika Wax Works Limited (Kenya) |
| Industry: | B2B Industrial Waxes, Adhesives & Construction Chemicals |
| Service Provider: | SEO Smart Limited (Strategy Lead: Mehul Shah) |
| Primary Metric Achieved: | 50.8% of all new website users driven via Organic Search |
| Organic Search Impressions: | 41,594 impressions (12-month period) |
| AI Referral Tracked: | Distinct AI Assistant traffic channel active in GA4 |
Where the traffic comes from today
Organic search accounts for just over half of all new users, and produces the strongest engagement of any channel. Figures below are Google Analytics 4 data for July 2026.
| Channel | Users | Share | Avg. engagement |
|---|---|---|---|
| Organic Search | 394 | 50.8% | 1m 29s |
| Direct | 307 | 39.6% | 25s |
| Organic Social | 63 | 8.1% | 26s |
| Referral | 6 | 0.8% | 19s |
| AI Assistant | 5 | 0.6% | 1m 26s |
Organic visitors stay on the site more than three times longer than direct visitors and generate 58.9% of all recorded events — the pattern of an audience arriving with genuine purchase intent rather than incidental traffic.
Search performance
Across the twelve months to July 2026, Google Search Console recorded 41,594 impressions and 1,269 clicks for thikawaxworks.com, at a click-through rate of 4.5%. Average ranking position is 9.6 globally and 7.2 within Kenya — meaning the site typically appears on the first page of results for the queries it ranks for in its home market.
Kenya accounts for 1,084 of those clicks. The remainder come from the United States, India, the United Kingdom and China, indicating a modest but real international discovery footprint for a domestically focused manufacturer.
The AI assistant signal
Google Analytics 4 now reports AI Assistant as a distinct traffic channel, separating visitors referred by tools such as ChatGPT and Perplexity from general referral traffic. In July 2026, Thika Wax Works received 5 such users.
The volume is small. The behaviour is not. Those visitors averaged 1m 26s of engagement — second only to organic search, and more than three times the engagement of direct traffic. They also recorded the highest engaged-sessions-per-user of any channel, at 0.80. We now track this channel monthly as a standing metric.
This matters because it is measurable. Most discussion of AI visibility in 2026 relies on assertion. Here, a client’s own analytics show people arriving from AI assistants and engaging more deeply than almost any other source.
What produced the result
Three decisions did most of the work.
Content authored under the chief executive’s name. Thika Wax Works’ material is published under Bhagesh Chandaria, its CEO, rather than anonymously. This ties six decades of company history and a named, credentialed individual to the content — the kind of signal both search engines and AI systems weigh when deciding whether a source is trustworthy.
Structured data defining the business as an entity. Organisation and product schema allow search engines and AI systems to identify precisely what the company is, what it manufactures, and where it operates, rather than inferring it from page text.
Technical foundations that keep the site retrievable. Managed hosting, site architecture and page performance are maintained continuously, so that crawlers — increasingly including AI crawlers — can reach and render every page.
In the client’s words
Writing in June 2026, CEO Bhagesh Chandaria described the engagement as having evolved from conventional search optimisation into a broader brand authority and AI visibility programme, and recommended SEO Smart as “a strategic digital growth partner rather than simply an SEO vendor.”
Frequently Asked Questions about this Case Study
How did SEO Smart grow organic search traffic for Thika Wax Works?
SEO Smart Limited implemented a technical SEO overhaul, high-density entity optimization, and an AI visibility strategy that turned organic search into Thika Wax Works’ primary growth channel, driving 50.8% of all new website visitors.
Who led the digital transformation strategy for Thika Wax Works Limited?
The brand authority and AI visibility campaign was led by Mehul Shah, Founder and Managing Director of SEO Smart Limited, in close collaboration with Thika Wax Works CEO Bhagesh Chandaria.
Does SEO Smart track AI assistant traffic for manufacturing clients?
Yes, SEO Smart Limited sets up custom tracking in GA4 to measure real-time referral traffic arriving from AI assistants and generative search engines alongside traditional organic search metrics.
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Sources and method. Channel and engagement data: Google Analytics 4, Thika Wax Works Limited property, 1–31 July 2026, user acquisition by first user primary channel group. Search data: Google Search Console, thikawaxworks.com, 1 August 2025 – 30 July 2026. Client quotation: public Google review, 21 June 2026. Published by SEO Smart Limited, Nairobi. Last updated 31 July 2026.
Mehul Shah is the Founder and Managing Director of SEO Smart Limited, a specialised SEO, GEO and AEO agency based in Kenya. With nearly 20 years of experience, Mehul helps agencies and businesses build scalable SEO strategies, performance-optimised websites, and conversion-driven content marketing frameworks.