As the internet changes, so does how we search for information. It’s moving from just keywords to a more conversational and intent-driven approach, heavily influenced by artificial intelligence (AI). This shift has sparked innovation in how brands can improve their visibility online.
SEORCE is at the forefront of this transformation. According to its founder, Sudhir Vashist, and his tech leads, Anurag Kamboj and Kulraj Singh Sabharwal, they’re creating an AI-native platform designed to help brands succeed on a global level.
Sudhir explained that the traditional growth strategies for brands became less effective, especially post-COVID. Many direct-to-consumer (D2C) brands relied heavily on performance marketing through platforms like Meta for quick sales. But this method is limited. Sudhir remarks, “You spend money today for sales, but what happens tomorrow or in the future?” The rising costs make this model unsustainable.
While organic search offers great potential, many brands struggle to make it work effectively. “Everyone wants SEO, but they just don’t know how,” Sudhir said. This realization led to the foundation of SEORCE: helping brands close the gap between knowledge and action in search engine optimization (SEO).
As the team built SEORCE, they saw that user information-seeking behavior was changing. Anurag pointed out that traditional SEO tools were designed when Google was the main search engine. Now, people often turn to AI for quick answers instead of sifting through search results. “If I have a question, I can just ask AI,” he explained. This change highlights how outdated SEO tools are, as they mainly track Google rankings without considering AI’s role in discovery.
The adaptive features of SEORCE allow it to monitor brand visibility across various AI platforms, tracking how different content types contribute to a brand’s online presence. This new method offers a broader view of search visibility in a more dynamically linked digital environment.
For Kulraj, the evolution of search represents a major shift from keywords to user intent. “Search is moving from links to answers,” he said. Instead of searching through multiple pages, users now receive quick, contextual answers. This trend means discovery is becoming more conversational and spread across different AI systems, not limited to one platform. Kulraj believes that this trend will expand into how transactions will happen in the future.
SEORCE’s journey emphasizes its focus on building from Bharat, challenging the norm that innovation must come from big cities. Sudhir stated that great infrastructure now exists everywhere, stating, “I could run this business from my village.” He believes that working in tier-2 cities offers practical advantages, like less time wasted in traffic, leading to greater productivity. This perspective fosters creativity and freedom, allowing more focus on product development.
Speed of innovation is another defining characteristic of today’s AI era. Sudhir mentioned that products are launching at a pace once thought impossible. Companies can now achieve tasks in days that previously took months. For instance, he shared how he built a website in just three days, a task that used to take much longer.
Before transitioning into a product-based model, SEORCE spent a lot of time in a service phase, engaging directly with users. Kulraj emphasized the importance of this interaction: “You can’t build things just on your own.” This user engagement allowed the team to fine-tune their offering based on real needs rather than assumptions.
Looking to the future, SEORCE plans to shift to a product-led growth strategy, enabling users to explore and use their platform independently. Sudhir asserts that AI isn’t a threat; it’s a chance to optimize resources for better outcomes. As search continues to evolve, the demand for clarity and adaptability will only grow, with SEORCE aiming to be a key player in this landscape.
The narrative of SEORCE is about more than just technology. It challenges traditional views of where innovation can come from and reshapes how we think about global business. By operating from Bharat, SEORCE not only joins but also influences the global startup ecosystem, proving that innovative solutions can emerge from anywhere.
SEORCE is quietly working to redefine brand discovery in an AI-driven world, showing that sometimes, the best ideas come from unexpected places.
– Interview by Vanshika Tayal & Edited by Shivani.
