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For years, ThatWare proudly stood as a Clutch Gold Certified SEO company in India, building a strong reputation on one of the most recognized global review platforms for B2B service providers. Clutch played an important role in our growth story — allowing us to connect with businesses around the world and position ourselves as one of the top SEO firms trusted by clients in diverse industries.
But like every forward-looking business, we believe in evolution. The digital landscape never stands still, and neither do we. Over time, we noticed shifts in engagement, traffic sources, and how companies interact with platforms like Clutch. Instead of seeing this as a challenge, we embraced it as an opportunity. Today, ThatWare is choosing to focus more on building direct client relationships, innovative SEO strategies, and independent growth paths.
In this article, we’ll walk you through our journey, share insights on the role of platforms like Clutch in the global SEO ecosystem, and explain why moving beyond Clutch represents not a loss, but a strategic step toward our vision of becoming the best SEO company in the world.
SEO in India – From a Local Leader to a Global Force
India’s digital economy has undergone a dramatic transformation in the last decade. Once seen mainly as a destination for affordable outsourcing, the country has now established itself as a hub for advanced digital marketing and SEO. Businesses from the United States, Europe, the Middle East, and Asia increasingly rely on Indian expertise, not just for cost savings, but for innovation, measurable growth, and long-term trust.
At the heart of this movement is ThatWare, a company built on the vision of blending hyper-intelligence with search optimization. What started as a small initiative in 2015 has now become a global force serving more than 1,200 clients, ranging from start-ups and SMEs to Fortune 500 enterprises. ThatWare’s growth story reflects both the evolution of SEO in India and the rising demand for smarter, more predictive strategies in a fast-changing digital world.
Our journey began with a focus on the Indian market, but success soon pushed us to expand internationally. Today, businesses across multiple continents see ThatWare not only as one of the best SEO companies in India but also as a global partner that can solve complex optimization challenges.
So, what has driven this rise from a two-member start-up to a team of over 150 professionals recognized by Forbes, TEDx, and Clutch? The answer lies in three interconnected strengths.
Innovation in Technology
Technology sits at the core of everything we do. ThatWare was one of the first agencies to integrate semantic search, neural matching, and AI-driven algorithms into SEO. Our work with advanced systems like BERT, MUM, and sentiment analysis ensures that clients are not simply keeping pace with Google’s 600-plus annual updates but staying a step ahead. This proactive approach removes the guesswork from SEO and replaces it with precision, compliance, and confidence.
Affordability Without Compromising Quality
Indian agencies have long been known for affordability, but ThatWare has gone further by combining competitive pricing with world-class expertise. Every strategy is crafted by specialists in SEO, NLP, and data science who understand both the technical and human sides of digital marketing. Our results prove the point. Clients often experience 35 to 52 percent month-on-month growth in revenue through organic channels, without the inflated costs charged by traditional agencies.
Global Reach and Reputation
From North America to Europe to the Middle East, ThatWare has built lasting relationships with businesses of every size. This global reach is not just about expansion; it reflects the trust we have earned by consistently delivering measurable results. Being featured in Forbes, CEO Magazine, and international SEO conferences validates our credibility, but the real measure of success lies in the growth stories of the brands we support.
The ThatWare Difference: Hyper-Intelligent SEO that Delivers More than Rankings
SEO has never been only about traffic or keywords. At ThatWare, we look deeper. Every campaign is designed to enhance brand reputation, improve conversion rates, and support long-term business sustainability. We help businesses:
- Gain consumer trust and strengthen their reputation.
- Track user behavior with hyper-accuracy and use insights to drive better outcomes.
- Turn competitive weaknesses into opportunities for growth.
- Generate consistent leads and scale conversion rates with precision.
This results-driven model has allowed us to generate over 35,000 monthly organic visitors and more than five million impressions for our clients. Progress begins from the first day of engagement, not months down the line.
ThatWare’s journey reflects how Indian expertise has redefined the global SEO industry. What began as a small team in Kolkata has grown into one of the top SEO service providers in the country, backed by patents, innovations, and international recognition. India gave us the foundation, but it is hyper-intelligence and relentless innovation that allowed us to expand worldwide.
Today, we are not simply ranked among the top 10 SEO companies in India. We are shaping the next era of digital marketing by making SEO smarter, more predictive, and more impactful for businesses everywhere. For brands seeking to compete with global leaders while keeping costs efficient, ThatWare stands as the partner that ensures growth begins today.
Our Relationship With Clutch: What It Represents in the Global SEO Ecosystem
Clutch has established itself as one of the most recognized directories in the world of SEO and digital marketing. With an estimated valuation of nearly 80 million dollars and an organic traffic value surpassing 7 million dollars each month, it is clear that Clutch is more than just a review platform. It has become a marketplace where businesses actively seek and connect with agencies, and where agencies compete for visibility, credibility, and trust.
For a business owner searching for SEO services in India, or a company weighing options between search engine optimization firms and full-scale digital marketing SEO providers, Clutch often becomes a natural starting point. Its curated rankings of top SEO companies across different geographies, including India, reflect how influential the platform has become. For many decision-makers, these rankings serve as a shortcut to identifying potential partners.
However, while Clutch carries weight in shaping first impressions, it should not be seen as the sole authority in the global SEO ecosystem. It plays an important role, but it is still just one channel in a broader digital landscape where authority, expertise, and proven results matter most. Platforms like Clutch can open the door, but sustained growth and global recognition are earned through consistent performance, innovation, and client success stories.
That is why our vision extends beyond directory placements. We respect the role of Clutch and acknowledge the opportunities it creates, but our larger goal is to establish an independent reputation as the best SEO service provider in India, while also competing at the global level. For us, success is not about being listed among many but about being remembered as a trusted partner who drives measurable impact. This distinction is what positions us not only within India’s fast-growing SEO market but also as a contender for recognition among the world’s leading SEO companies.
Shifting Trends – Engagement, Traffic, and Global Growth
Every digital platform follows a natural curve of evolution. What once delivered steady engagement and qualified leads may, over time, begin to change in both quality and intent. At ThatWare, we closely monitor how different referral sources perform, and our experience with platforms like Clutch provides an interesting case study on how engagement and traffic trends shift as markets mature.
When we first began working with Clutch, the results were clear. Referrals were consistent, the leads aligned with our target geographies, and the platform gave us visibility in an already competitive SEO and digital marketing industry. Over time, however, we began noticing new patterns. Traffic volume from Clutch remained high, yet the quality of engagement started to diverge. Bounce rates began climbing, and the inquiries we received often came from regions outside of our primary markets.
Regional Traffic and ROI Alignment
For example, ThatWare has always had a strong client base across North America and Europe. These regions continue to form the backbone of our global operations, with businesses actively seeking advanced solutions like AI-driven SEO, QSAAS frameworks, and hyper-intelligent optimization models. Yet, when we analyzed referral data from Clutch, a significant portion of traffic was concentrated in regions such as Pakistan and parts of Southeast Asia.
These audiences showed genuine interest, particularly in affordable SEO service in India, which is an area where ThatWare has undeniable expertise. However, the ROI from these leads did not always match the investment required to nurture them. While affordability-driven markets have their value, they also differ in expectations, budget scales, and long-term engagement potential. This observation helped us refine our lead qualification processes and rethink how to prioritize different sources of digital traffic.
The Shift Toward Direct Engagement
At the same time, another important trend began to unfold. Businesses were increasingly shifting their discovery process away from directories and aggregator platforms and toward direct search engagement. Clients today are highly specific in how they search for solutions. Instead of browsing through dozens of listings, they type queries such as best SEO company near me, SEO Vancouver company, or SEO expert in Kochi directly into Google.
This behavior reflects two things. First, clients trust search engines to give them real-time, localized, and credible results. Second, they want to connect directly with a provider’s website, learn about their approach, and make contact without intermediaries. For us, this was a valuable signal. It reinforced that while directories like Clutch can complement visibility, they should not be the sole driver of growth. The real authority lies in strengthening our own digital footprint as an SEO services India company.
Sponsored Listings On Clutch and the Competitive SEO Marketplace
How Are They Even Eligible To Be On The List?
| Metric | ThatWare.co | Competitor 1 | Competitor 2 | Competitor 3 |
| Authority Score | 32 | 9 | 27 | 9 |
| SEMrush Rank | 1.1M ↓ | n/a | n/a | n/a |
| Organic Traffic | 7.9K ↑ | 0 | 1.8K ↑ | 520 ↑ |
| Organic Keywords | 14.5K ↑ | 21 | 1.8K ↑ | 1.1K ↑ |
| Backlinks | 108K | 4K | 12.5K | 1.4K |
| Referring Domains | 2.8K | 497 | 903 | 147 |
| Traffic Share | 77% | n/a | 18% | 5% |
| Traffic Trend (Sep 2024 – Sep 2025) | Steady growth with peaks | Flat (no growth) | Slight growth | Minimal growth |
Key Insights:
- ThatWare dominates with the highest authority score, backlinks, referring domains, and organic traffic.
- Competitor 2 is the second strongest competitor with 18% traffic share and steady organic keywords.
- Competitor 1 shows zero organic traffic despite having backlinks and referring domains.
- Competitor 3 has small but consistent growth, though far behind ThatWare.
The Wrong Evolution of Clutch
Clutch was once a trusted directory that highlighted genuine expertise and client success stories. But its evolution has taken a wrong turn. The rise of sponsored feature listings has blurred the line between merit and money.
Firms with no real organic performance, no authority, and negligible visibility somehow end up listed alongside established players. How are they even eligible? The answer often lies not in results, but in paid visibility.
This shift has distorted the marketplace. Instead of being a merit-driven ecosystem, Clutch increasingly rewards whoever pays for exposure. For clients searching for reliable SEO partners, this creates confusion. For agencies, it creates an uneven battleground where genuine expertise risks being overshadowed by sponsored placements.
ThatWare’s Stand
At ThatWare, we refused to follow this path. If our entire service model is built on organic growth, authority, and long-term value, why should we rely on paid listings just to look credible?
Instead of pouring resources into Clutch’s sponsored ecosystem, we focused on:
- AI-driven SEO innovation
- Technical SEO mastery
- Thought leadership content
- Consistent organic dominance
This ensures our visibility is earned, not bought. Our clients trust us for sustainable growth, not quick-fix vanity placements. By holding ourselves to the same standard we set for them, we prove that authentic performance always outshines pay-to-play visibility.
Clutch Vs ThatWare Different Paths Toward the Same Goal
ThatWare vs. Clutch – Traffic & Engagement Comparison
| Metric | ThatWare (Overall Site) | Clutch Referral Traffic (from GA data) | Key Insights |
| Total Sessions | N/A (sitewide baseline) | 2,988 (↓29.48% YoY from 4,237) | Significant drop in sessions from Clutch |
| Engaged Sessions | N/A | 2,222 (↓27.22% YoY from 3,053) | Engagement also dropped sharply |
| Engagement Rate | N/A | 74.36% (↑3.2%) | Engagement rate slightly improved despite lower volume |
| Avg. Engagement Time | N/A | 40s (↑11.67%) | Users who do engage spend more time, but fewer are coming |
| Events per Session | N/A | 5.33 (↑2.07%) | Engagement quality is okay, but volume is low |
| Event Count | N/A | 15,419 (↓28%) | Fewer actions triggered overall due to traffic loss |
Country-Level Insights (Traffic Quality Issues)
| Country | Active Users | New Users | Engaged Sessions | Observations |
| Pakistan | 712 (32.57%) | 667 (32.36%) | 777 (34.97%) | Largest share, but bounce & conversion quality appear weak. Heavy dependency on Pakistan traffic is risky. |
| India | 574 (26.26%) | 511 (24.79%) | 617 (27.77%) | Strong base audience, but still behind Pakistan in share. Better quality than Pakistan. |
| Bangladesh | 215 (9.84%) | 214 (10.38%) | 194 (8.73%) | Some growth but limited engagement. |
| United States | 97 (4.44%) | 93 (4.51%) | 95 (4.28%) | Very low traffic from a high-value market. |
| UAE | 75 (3.43%) | 71 (3.44%) | 74 (3.33%) | Low contribution, engagement stagnant. |
| Nigeria | 71 (3.25%) | 71 (3.44%) | 49 (2.21%) | Bounce rate high, poor retention. |
Key Takeaways
- Clutch Traffic Drop – Nearly 30% decline in sessions and 27% drop in engaged sessions, showing diminishing returns from relying on Clutch as a traffic source.
- Pakistan Dependency – Over 32% of traffic is from Pakistan, but engagement/bounce metrics suggest poor quality leads. Heavy reliance here weakens ROI.
- Low High-Value Market Penetration – US and UAE traffic is below 5% each, despite being premium SEO service markets.
- ThatWare Strategy Shift – Instead of chasing Clutch visibility (where performance is declining), ThatWare should invest in direct organic growth, niche authority content, and targeted outreach in better-value geographies (US, EU, Middle East).
Clutch and ThatWare may seem to operate in different spaces, but both aim to help businesses connect with reliable digital partners. Clutch has gained recognition as a leading review and ratings platform, providing a directory where businesses can compare and shortlist SEO providers based on third-party feedback. For many organizations, especially newcomers, it serves as a starting point to validate vendors and understand the marketplace. However, it’s important to note that not all reviews on Clutch are fully authentic—some are sponsored or purchased, which can sometimes prioritize visibility over genuine talent and results.
ThatWare takes a different, more transparent approach. Rather than relying on listings or reviews, we position ourselves as a solution-driven partner committed to delivering measurable impact. Our focus goes beyond offering SEO services; we integrate advanced strategies, AI-powered tools, and personalized roadmaps to drive real business growth. This ensures our clients experience tangible results rather than relying on the sometimes artificial credibility of review platforms.
While platforms like Clutch have their place, our philosophy is centered on authentic relationships rather than rankings. A business deserves more than a profile or purchased ratings—it deserves a partner who understands its challenges, invests in its success, and builds strategies aligned with its vision. Through thought leadership, future-ready AI solutions, and a consultative approach, we cultivate trust directly with our clients, creating partnerships that last.
This commitment is also shaping our evolving brand identity. We’re not aiming to be just another SEO agency listed online. Our goal is to be recognized as one of the world’s best SEO companies—not for sponsored reviews or rankings, but for the real results we deliver, the value we create, and the partnerships we nurture. In short, our mission isn’t to be discovered on a list—it’s to be remembered as a trusted partner who drives meaningful growth.
Lessons for Agencies: Building Independent Authority
Our growth journey holds a lesson for every agency looking to build a long-term presence in the digital space. Third-party platforms, listings, and aggregator sites can give you a push, but they cannot be the foundation of your success. True credibility comes from creating authority that stands on its own. Whether you are an SEO marketing agency, a web SEO company, or a search engine optimization company in India, the message is clear: if you rely only on borrowed platforms, you limit your potential to scale.
Over the years, we have seen how agencies can strengthen their presence and move beyond dependency. These are three lessons worth paying attention to:
1. Diversify Visibility
One of the biggest mistakes an agency can make is putting all of its visibility into a single channel. If your leads depend entirely on directories or paid ads, you are one algorithm change or policy update away from losing traction. Instead, expand your reach across multiple fronts. Optimize for strategic queries such as SEO services India, SEO service provider company, and professional SEO services. This not only spreads your visibility but also ensures that your agency shows up in contexts where clients are actively searching for solutions. A healthy mix of organic rankings, social presence, and industry partnerships keeps you visible no matter how trends shift.
2. Build Independent Authority
Authority cannot be outsourced. It comes from what you publish, what you contribute, and how consistently you deliver value to your audience. Agencies that rely only on badges, marketplace rankings, or review site recognition often remain at the mercy of external validation. The agencies that thrive are the ones that take ownership of their narrative. Sharing detailed case studies, publishing in-depth insights, and developing thought leadership content are proven ways to stand out. By building a body of work that ranks directly in search engines, you are no longer just listed — you become the trusted resource that clients actively seek out.
3. Invest in Talent
Technology and tools are only as good as the people using them. To be recognized as the best SEO services company in India or as a top SEO agency in India, you need expertise that goes beyond surface-level tactics. Clients are no longer impressed by shiny labels alone; they want results that come from real understanding of SEO, content, analytics, and strategy. This requires agencies to invest in talent development, continuous training, and a culture of innovation. When your team is equipped with knowledge and creative problem-solving skills, your agency earns recognition not just for being present, but for being impactful.
The Takeaway
Platforms can open doors, but authority is what keeps them open. The agencies that win in the long run are those that control their visibility, create their own reputation, and deliver results through skilled professionals. If you aim to grow from being another name in the crowd to being a recognized leader in SEO, the path is clear: diversify, build, and invest.
Conclusion – Growth Beyond Badges and Toward Authentic Success
Clutch played a meaningful role in ThatWare’s early journey by giving us a platform to showcase our expertise and build initial visibility. We acknowledge its value and remain thankful for the credibility it offered. But as the digital landscape evolves, we recognize that long-term success cannot be confined to third-party recognition. Visibility earned through listings and awards is helpful, yet it is not the ultimate measure of impact.
Our focus has now shifted to building something deeper and more sustainable. Instead of competing in marketplaces that are increasingly shaped by paid placements and crowded with generic claims, we are channeling our energy into areas that matter most: our clients, our strategies, and our results. For us, success is not about how many badges a company collects but about the growth stories we create for the businesses that trust us.
ThatWare’s commitment today is clear and unwavering. We aim to be recognized not only as the best SEO company in India but also as a trusted partner for search engine optimization services worldwide. We aspire to stand shoulder to shoulder with the top global SEO companies by delivering consistent, transparent, and transformative results.
Our mission is simple but powerful: to generate authentic, measurable, and scalable outcomes for businesses across industries and geographies. Every strategy we design and every campaign we execute is rooted in this vision. While industry badges and marketplace listings can provide validation, they do not define us. What defines ThatWare is the tangible progress our clients experience—the increased traffic, higher rankings, stronger brand authority, and sustainable growth that speak louder than any badge ever could.
In the end, the true measure of an SEO company is not found in awards or listings, but in the trust it earns, the relationships it builds, and the long-term value it creates. At ThatWare, this belief guides every step forward, ensuring that our growth is not just recognized but felt by the businesses we empower.
Thatware | Founder & CEO
Tuhin is recognized across the globe for his vision to revolutionize digital transformation industry with the help of cutting-edge technology. He won bronze for India at the Stevie Awards USA as well as winning the India Business Awards, India Technology Award, Top 100 influential tech leaders from Analytics Insights, Clutch Global Front runner in digital marketing, founder of the fastest growing company in Asia by The CEO Magazine and is a TEDx speaker and BrightonSEO speaker.
