Devrims #TechTalk 072: Twinkle Chatterjee Interview

In this article on Devrims TechTalk, we had a chat with Twinkle Chatterjee, the founder of ThriveCraft SEO, to dive deep into her journey, strategies, and insights into the evolving world of SEO. From busting common SEO myths to sharing how she crafts content that converts, Twinkle emphasizes a strategy-first, results-driven approach. She also discusses the importance of technical SEO, balancing modern tools like AI with human insight, and why she prioritizes speed and clean structure for long-term SEO success. Whether you’re an ecommerce brand or a growing business, her advice offers a refreshing, no-fluff perspective on what works in SEO today.

Devrims: Hey Twinkle, how things are going these days? What inspired you to start ThriveCraft SEO, and how has your approach evolved over the years?

Twinkle: Things are great! Super busy, but honestly, in a good way. ThriveCraft started because I kept seeing good businesses get buried online. They had the talent, the product, but no visibility. 

A lot of SEO back then felt outdated or just empty. I wanted to do it differently. Lead with strategy. Focus on real results, not vanity metrics.

Now? We’ve refined everything. We lean into topical authority, search intent, and building content that is customized with the requirements of the  business.

Devrims: Many people still believe SEO is just about driving traffic. How do you ensure SEO content converts into paying customers?

Twinkle: I hear that all the time. But here’s the thing, traffic without purpose means nothing. We build content that fits where someone is in their buying journey. Just found you? Great, here’s helpful info. Ready to buy? Here’s why we’re the right choice.

We look at the full picture, search intent, CTAs, the layout, everything. SEO should always tie back to what the business actually cares about.

Devrims: What are the biggest SEO myths you frequently encounter, and how do you debunk them?

Twinkle: The biggest one? That SEO is a “one-and-done” thing. It’s not. Search changes, competitors shift, so your strategy has to stay active.

Another one: keyword stuffing still works. Nope. That’s long gone. We show clients the difference with data. We teach them about things like semantic search, content clusters, and real user behavior. That usually clears it up.

Devrims: How do you balance on-page SEO, link building, and technical SEO for maximum impact?

Twinkle: They all feed into each other. On-page tells Google what your site’s about. Technical stuff makes sure Google can see it. Links help build your authority.

We always start with the technical side. Clean up the structure, fix issues. Then we create content that works. Then, amplify it with high-quality links. Each step supports the next.

Devrims: How do you conduct an in-depth competitor analysis, and what insights do you extract?

Twinkle: We go deep. We check everything, keywords they rank for, backlinks, what kind of content they publish, even their site speed.

Then we look at what they’re missing. That’s where the opportunity lives. We don’t just copy. We find the gaps and do it better.

Devrims: How do you use semantics and modern on-page optimization to rank higher and drive conversions?

Twinkle: It’s about making your content feel useful and relevant, not robotic. We use tools that pick up on things like entities, synonyms, and context.

Then we shape the content around that. Use a smart layout. Add internal links that actually help. When done right, Google and users both get what they need.

Devrims: What role does high-quality content play in long-term SEO success? What’s your take on AI-generated content in SEO?

Twinkle: Great content keeps working long after it goes live. It builds trust. Gets links. Makes people stay.

AI can help speed things up, think outlines or rough drafts, but it can’t replace human insight. We use it to support the process, not lead it. Real eyes and editing still matter.

Devrims: What are some common technical SEO mistakes businesses make, and how can they fix them?

Twinkle: Oh, I see these all the time. Slow sites. Broken links. Sites that fall apart on mobile. Messy site structure.

The fix? Start with a good audit. Then knock out the quick wins. After that, take on the bigger stuff. Clean foundations first.

Devrims: How do you ensure link-building strategies remain safe and effective in the long run?

Twinkle: We keep it clean. No shady PBNs. No spammy links. We focus on real sites, real relevance, and real relationships. We mix up anchor text and sources so nothing looks forced. It’s slower, yeah. But it works. And it holds up.

Devrims: What factors do you consider when choosing a managed cloud hosting provider, and how does it impact SEO and website performance?

Twinkle: Speed and uptime, always. If your site’s slow, your rankings drop. We also check for responsive support and helpful features like staging sites. That way, we can test SEO tweaks safely before pushing them live.

Devrims: Can you share a picture of your workstation? We’d love to see your setup and how it helps you stay productive!

Twinkle: Totally! I like keeping things simple but cozy. A few plants. It helps me stay clear-headed and creative.

Devrims: Who would you recommend we interview next, and why?

Twinkle: I’d say Amanpreet Singh. He is doing amazing work in SEO, and his LinkedIn presence is also very strong. His content is always very insightful and amazing to read, and it would add a lot to your audience.