ClearTax rocks at SEO - 85% of its traffic is FREE!
This Stripe-backed fintech startup gets:
1. Organic Traffic = 8.3 million
2. Keywords = 1.5 million
=> Revenue = Rs. 120 crores
Let's break down ClearTax's KILLER marketing strategy! 🧵
This Stripe-backed fintech startup gets:
1. Organic Traffic = 8.3 million
2. Keywords = 1.5 million
=> Revenue = Rs. 120 crores
Let's break down ClearTax's KILLER marketing strategy! 🧵
1/ Solving India's Tax problems
IIT Guwahati undergrad Archit Gupta was working at a startup in San Francisco in 2011.
When that startup got acquired, Archit didn't want to jump to another 9-5 job.
He instead came back to India to buildd his own startup.
(contd.)
IIT Guwahati undergrad Archit Gupta was working at a startup in San Francisco in 2011.
When that startup got acquired, Archit didn't want to jump to another 9-5 job.
He instead came back to India to buildd his own startup.
(contd.)
Being a chartered accountant's son, Archit was familiar with the anxiety-filled journey of filing income tax returns & he was convinced the space needed a makeover.
💡 Lesson ➝ DON'T build startups based on popular trends. Build one that solves real customer problems.
(contd.)
💡 Lesson ➝ DON'T build startups based on popular trends. Build one that solves real customer problems.
(contd.)
But, as is the case with most startups, the journey was not easy.
You see, back in 2011,
1) Only 1% of India's population paid their taxes.
2) Plus, Indians were used to having a CA file their returns.
So the market was limited & tax literacy was low!
(contd.)
You see, back in 2011,
1) Only 1% of India's population paid their taxes.
2) Plus, Indians were used to having a CA file their returns.
So the market was limited & tax literacy was low!
(contd.)
Given these fundamental problems, the first few years were tough.
But, in 2013, they diversified to buildd solutions for both "CA's" and "enterprises" — a major shift B2C ➝ B2B + B2C!
This move improved their margins & today B2B makes up 90% of their revenue.
(contd.)
But, in 2013, they diversified to buildd solutions for both "CA's" and "enterprises" — a major shift B2C ➝ B2B + B2C!
This move improved their margins & today B2B makes up 90% of their revenue.
(contd.)
💡 Lesson ➝ Build B2C startups for fame, B2B startups for profitability.
This is a controversial statement and while there are a few exceptions, we believe it's a serious reality of the modern industry.
Today, ClearTax has become the largest e-filing platform in India.
This is a controversial statement and while there are a few exceptions, we believe it's a serious reality of the modern industry.
Today, ClearTax has become the largest e-filing platform in India.
2/ What exactly is ClearTax?
ClearTax helps users file their Income Tax returns in just 3 mins.
But, that's not it! They also have a bunch of products for enterprises like:
- GST filing software
- e-invoicing software
- TDS return filing solutions and, more!
(contd.)
ClearTax helps users file their Income Tax returns in just 3 mins.
But, that's not it! They also have a bunch of products for enterprises like:
- GST filing software
- e-invoicing software
- TDS return filing solutions and, more!
(contd.)
So, their target bases are both enterprises & consumers.
Ultimately, they are after young adults in the age group of 22-40 who:
1) Know how to use the internet.
2) Might want to use a financial SaaS product for their enterprise.
(contd.)
Ultimately, they are after young adults in the age group of 22-40 who:
1) Know how to use the internet.
2) Might want to use a financial SaaS product for their enterprise.
(contd.)
SEO is absolutely ideal for this!
Why?
Well, think about it - every time you want to calculate your income tax, you don't go refer to a book. You instead turn to Google!
If an entire generation is Googling every little question they have, your business has to be there!
Why?
Well, think about it - every time you want to calculate your income tax, you don't go refer to a book. You instead turn to Google!
If an entire generation is Googling every little question they have, your business has to be there!
3/ ClearTax's SEO numbers!
So, now the question comes - how is ClearTax doing on the SEO front?
Well, they are absolutely rocking the field!
1. Traffic = 8.3M
2. Keywords = 1.5M
3. Backlinks = 186K
4. And, ~85% of ClearTax's users come through "Search"!
So, now the question comes - how is ClearTax doing on the SEO front?
Well, they are absolutely rocking the field!
1. Traffic = 8.3M
2. Keywords = 1.5M
3. Backlinks = 186K
4. And, ~85% of ClearTax's users come through "Search"!
4/ So, what's their SEO strategy?
We know ClearTax's target audience is 22 to 40 year olds.
Now. all they have to do is:
1. Learn what these users search on Google
2. Filter queries on topics ➝ Tax, GST, EMI, etc
3. Create pages for these queries
(contd.)
We know ClearTax's target audience is 22 to 40 year olds.
Now. all they have to do is:
1. Learn what these users search on Google
2. Filter queries on topics ➝ Tax, GST, EMI, etc
3. Create pages for these queries
(contd.)
The best example of this is ClearTax's "calculator" pages.
They have 237 such pages which collectively bring 700K+ traffic!
What's more interesting is that these pages are a hybrid ➝ Guide + Tool
Let's find out how!
(contd.)
They have 237 such pages which collectively bring 700K+ traffic!
What's more interesting is that these pages are a hybrid ➝ Guide + Tool
Let's find out how!
(contd.)
Well, ClearTax ranks for 2 types of keywords:
A) "how-to" type — user is looking for a guide
➝ "how to calculate income tax" = 5.1K
B) "calculator" type — user is looking for a tool
➝ "income tax calculator" = 246K
So, they've created a hybrid page => Guide + Tool
(contd)
A) "how-to" type — user is looking for a guide
➝ "how to calculate income tax" = 5.1K
B) "calculator" type — user is looking for a tool
➝ "income tax calculator" = 246K
So, they've created a hybrid page => Guide + Tool
(contd)
Now,
1. They keyword optimize these pages
2. Add internal links to them in the footer of their website, so they get backlinks from the home page (UR = 76) & other high UR pages.
This combined effort helps them rank at the top on Google!
1. They keyword optimize these pages
2. Add internal links to them in the footer of their website, so they get backlinks from the home page (UR = 76) & other high UR pages.
This combined effort helps them rank at the top on Google!
5/ What do we learn?
ClearTax's strategy is a lesson on search intent!
You see, Google has ONE commitment ➝ give users exactly what they ask for.
So, no matter the tricks you use, if your content is not relevant to the user, Google won't rank you.
(contd.)
ClearTax's strategy is a lesson on search intent!
You see, Google has ONE commitment ➝ give users exactly what they ask for.
So, no matter the tricks you use, if your content is not relevant to the user, Google won't rank you.
(contd.)
That's why understanding search intent is essential!
We know, that search intent has 4 types
1. Informational - to gain information
2. Navigational - navigate to a page
3. Investigation - search or compare something
4. Transactional - buy an asset
(contd.)
We know, that search intent has 4 types
1. Informational - to gain information
2. Navigational - navigate to a page
3. Investigation - search or compare something
4. Transactional - buy an asset
(contd.)
But search intent is not limited to just these 4 broad categories. The concept is much more nuanced.
Example:
1) Keyword - "notion templates"
Google Ranks ➝ Listicles of notion templates
2) Keyword - "convert euro to dollars"
Google Ranks ➝ Currency conversion tools
(contd.)
Example:
1) Keyword - "notion templates"
Google Ranks ➝ Listicles of notion templates
2) Keyword - "convert euro to dollars"
Google Ranks ➝ Currency conversion tools
(contd.)
3) Keyword - "business name generators"
Google Ranks ➝ Automatic name generator tools
4) Keyword - "How to write a blog"
Google Ranks ➝ A guide on how to write a blog
Understanding the kind of page Google ranks for a query is the first step in creating that page!
(contd.)
Google Ranks ➝ Automatic name generator tools
4) Keyword - "How to write a blog"
Google Ranks ➝ A guide on how to write a blog
Understanding the kind of page Google ranks for a query is the first step in creating that page!
(contd.)
Keep this in mind while researching for keywords & like ClearTax you'll also see guaranteed results for your SEO efforts!
But, in any case, we at buildd are always there to help you in your SEO journey.
So, let's get buildd-ing! 💪
But, in any case, we at buildd are always there to help you in your SEO journey.
So, let's get buildd-ing! 💪
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