Be there where your customers are looking for you. It’s easier to win them because there is no need to overcome one more sales objection from your prospect regarding your location.
What is the best country to outsource software development from the point of view of a US-based company representative? Different stakeholders say different things. Every cook praises his own broth. By following the rule “to know what people really think, pay regard to what they do”, let’s analyze… the search queries.
Table of Contents
Key Takeaways
- American companies prefer to outsource software development in the USA (36%);
- India is the most known offshore software development destination among clients from the US (18%);
- Ukraine ranks as the number 3 in this listing (5%). Compare, for example, with its neighbour country Belarus that holds only 0.39%.
Country | Keywords | Avg. monthly searches (summed) | Country's brand awareness by share of search |
usa | software development company usa, custom software development company usa, software development usa, custom software development usa, software developers usa, software development services usa, custom software development services usa | 1880/5170 | 36.36% |
india | software development company india, software developers india, custom software development company India, software development India, software development outsourcing India, custom software development India, offshore software development company India, custom software development services India, software development services India, offshore software development services India, offshore software development India, offshore software developers India, software development outsourcing company India, custom software developers india | 970/5170 | 18.76% |
ukraine | software development company ukraine, software development ukraine, offshore software development ukraine, software development outsourcing ukraine, offshore software development company ukraine, custom software development ukraine, software development outsourcing company ukraine, software development services ukraine | 270/5170 | 5.22% |
australia | software development company australia, software developers australia, software development australia, software development services australia, offshore software development australia, custom software development australia | 140/5170 | 2.71% |
uk | software development company uk, software development uk, software developers uk, custom software developers uk, custom software development uk, custom software development company uk, offshore software development uk, software development services uk, custom software development services uk, software development outsourcing uk | 140/5170 | 2.71% |
canada | software developers canada, software development company canada, software development canada, custom software development canada, software development services canada, custom software development company canada | 130/5170 | 2.51% |
poland | software development poland, software developers poland, custom software development poland, offshore software development poland, software development company poland, software development outsourcing poland | 130/5170 | 2.51% |
romania | software development romania, custom software development romania, custom software development company romania, offshore software development romania, software development company romania, software development outsourcing romania, software development services romania | 120/5170 | 2.32% |
eastern europe | software development eastern europe, software development company eastern europe, software developers eastern europe, software development outsourcing eastern europe | 110/5170 | 2.13% |
singapore | software development company singapore, custom software development singapore, software developers singapore, custom software development company singapore, software development singapore, software development services singapore | 110/5170 | 2.13% |
europe | software development company europe, software development europe, custom software development europe | 70/5170 | 1.35% |
philippines | custom software development philippines, offshore software development philippines, software developers philippines, software development philippines, software development company philippines, software development outsourcing philippines, software development services philippines | 70/5170 | 1.35% |
costa rica | software development costa rica, software development outsourcing costa rica | 60/5170 | 1.16% |
china | software development china, software developers china, offshore software development china, software development company china, software development outsourcing china | 50/5170 | 0.97% |
ireland | custom software development ireland, software developers ireland, software development ireland, software development company ireland, software development outsourcing ireland | 50/5170 | 0.97% |
sri lanka | software development sri lanka, software development company sri lanka, software developers sri lanka | 50/5170 | 0.97% |
vietnam | software development vietnam, custom software development vietnam, offshore software development vietnam, software development company vietnam | 50/5170 | 0.97% |
kenya | software developers kenya, software development kenya | 40/5170 | 0.77% |
south africa | custom software development south africa, software developers south africa, software development south africa, software development company south africa | 40/5170 | 0.77% |
bangladesh | offshore software development company bangladesh, software development Bangladesh, software development company bangladesh | 30/5170 | 0.58% |
germany | software development germany, software development company germany | 30/5170 | 0.58% |
israel | software developers israel, software development israel, software development company israel | 30/5170 | 0.58% |
malaysia | custom software development malaysia, software development malaysia, software development company malaysia | 30/5170 | 0.58% |
new zealand | software developers new zealand, software development new zealand, software development company new zealand | 30/5170 | 0.58% |
pakistan | software developers pakistan,software development pakistan,software development company pakistan,offshore software development pakistan | 30/5170 | 0.58% |
uae | software development company uae, software development uae | 30/5170 | 0.58% |
argentina | software development company argentina, software development argentina | 20/5170 | 0.39% |
belarus | offshore software development belarus, software development belarus, software development company belarus | 20/5170 | 0.39% |
bulgaria | software development bulgaria, software development outsourcing bulgaria | 20/5170 | 0.39% |
colombia | software development colombia, offshore software development colombia | 20/5170 | 0.39% |
egypt | software development egypt, custom software development egypt | 20/5170 | 0.39% |
estonia | software development company estonia, software development estonia | 20/5170 | 0.39% |
indonesia | software development indonesia, software development company indonesia | 20/5170 | 0.39% |
jordan | custom software development jordan, software development company jordan | 20/5170 | 0.39% |
mexico | software developers mexico, software development mexico | 20/5170 | 0.39% |
nepal | software development nepal, software development company nepal | 20/5170 | 0.39% |
russia | offshore software development russia, software development russia | 20/5170 | 0.39% |
slovakia | software development slovakia,software development company slovakia | 20/5170 | 0.39% |
thailand | software development thailand, software development outsourcing thailand | 20/5170 | 0.39% |
bahrain | software development company bahrain, software development bahrain | 10/5170 | 0.19% |
brazil | software development outsourcing brazil | 10/5170 | 0.19% |
finland | software development finland | 10/5170 | 0.19% |
france | software development france | 10/5170 | 0.19% |
ghana | software development ghana | 10/5170 | 0.19% |
japan | software development japan | 10/5170 | 0.19% |
kuwait | software development kuwait, software development company kuwait | 10/5170 | 0.19% |
latvia | software development latvia, software development company latvia | 10/5170 | 0.19% |
lebanon | software development lebanon | 10/5170 | 0.19% |
malta | software development malta | 10/5170 | 0.19% |
morocco | software development morocco | 10/5170 | 0.19% |
netherlands | software development netherlands, software development company netherlands | 10/5170 | 0.19% |
nigeria | software development nigeria | 10/5170 | 0.19% |
norway | software development norway | 10/5170 | 0.19% |
portugal | software development portugal | 10/5170 | 0.19% |
qatar | software development qatar | 10/5170 | 0.19% |
saudi arabia | software development saudi arabia | 10/5170 | 0.19% |
serbia | software development serbia, software development company serbia | 10/5170 | 0.19% |
sweden | software development sweden | 10/5170 | 0.19% |
switzerland | software development switzerland | 10/5170 | 0.19% |
zambia | software development zambia | 10/5170 | 0.19% |
zimbabwe | software development zimbabwe | 10/5170 | 0.19% |
austria | software development austria | 0 | 0.00% |
croatia | software development company croatia | 0 | 0.00% |
cyprus | software development cyprus | 0 | 0.00% |
mauritius | software development mauritius | 0 | 0.00% |
slovenia | software development company slovenia | 0 | 0.00% |
Methodology
- 78% of people today use a search engine to do searches for services. That’s why we can use the historical data from search engines to detect trends.
- Google’s Keyword Planner (KPT) tool was used to get search volume, narrowed by location (the USA). The available data represents the period “September 1, 2020 – August 31, 2021”.
- The finite list of keywords includes:
– “software developers”, “custom software developers”, “offshore software developers”,
– “software development”, “custom software development”, “offshore software development”,
– “software development company”, “custom software development company”, “offshore software development company”,
– “software development services”, “custom software development services”, “offshore software development services”,
-“software development outsourcing”. - All existing country names were added as “country modifiers” to each keyword from the cluster.
- The average number of searches of each combination (keyword+country) per month (search volume) was summed after grouping the selected keywords by country’s cluster.
- If no data were provided (marked as “-” sign in the KPT), such combinations were not included. However, data with “0” were included to highlight the seasonality.
Cluster | Country modifier | Keyword | Avg. monthly searches | Top of page bid (low range), USD Per Click | Top of page bid (high range), USD Per Click | Competition/indexed value |
offshore software development company | india | offshore software development company india | 50 | 33.47 | 950.00 | Low/20 |
offshore software development | ukraine | offshore software development ukraine | 30 | 61.00 | 549.66 | Low/31 |
software development | poland | software development poland | 70 | 10.57 | 525.31 | Low/30 |
software development | bulgaria | software development bulgaria | 10 | 2.39 | 496.58 | High/71 |
software development company | ukraine | software development company ukraine | 90 | 14.15 | 468.97 | Low/8 |
software developers | poland | software developers poland | 20 | 12.12 | 467.54 | Medium/37 |
software development | europe | software development europe | 30 | 39.75 | 453.59 | Low/25 |
software development | belarus | software development belarus | 10 | 8.10 | 422.45 | Low/21 |
software development | ukraine | software development ukraine | 70 | 11.61 | 299.69 | Low/25 |
software development | mexico | software development mexico | 10 | 16.50 | 175.00 | Medium/60 |
software development | romania | software development romania | 70 | 11.36 | 174.24 | Low/9 |
software development outsourcing | india | software development outsourcing india | 90 | 17.59 | 126.40 | Low/32 |
software development company | germany | software development company germany | 10 | 52.27 | 75.46 | Low/31 |
software developers | mexico | software developers mexico | 10 | 9.00 | 73.58 | Medium/63 |
software developers | usa | software developers usa | 20 | 9.07 | 69.84 | Low/16 |
software development | india | software development india | 90 | 12.67 | 62.67 | Low/19 |
custom software development | india | custom software development india | 50 | 8.36 | 60.25 | Low/14 |
software developers | singapore | software developers singapore | 20 | 5.25 | 58.34 | Low/21 |
software developers | india | software developers india | 140 | 9.29 | 57.40 | Medium/38 |
software development company | usa | software development company usa | 1600 | 18.08 | 56.47 | Low/20 |
software development company | india | software development company india | 320 | 13.82 | 54.07 | Low/22 |
software developers | philippines | software developers philippines | 10 | 6.01 | 52.34 | Medium/51 |
custom software development company | usa | custom software development company usa | 110 | 15.90 | 50.00 | Low/9 |
custom software development services | india | custom software development services india | 40 | 23.47 | 47.15 | Low/20 |
software development | usa | software development usa | 70 | 13.10 | 43.03 | Low/13 |
custom software development company | india | custom software development company india | 110 | 20.61 | 40.00 | Low/15 |
software development company | australia | software development company australia | 70 | 14.78 | 40.01 | Low/29 |
software development company | israel | software development company israel | 10 | 19.54 | 40.64 | Medium/36 |
software developers | china | software developers china | 10 | 15.00 | 39.04 | High/71 |
software development company | canada | software development company canada | 40 | 11.12 | 39.97 | Low/23 |
software development company | uk | software development company uk | 40 | 19.63 | 37.50 | Medium/40 |
software development | eastern europe | software development eastern europe | 50 | 16.64 | 33.73 | Low/20 |
software developers | uk | software developers uk | 20 | 4.41 | 31.56 | Medium/40 |
software developers | pakistan | software developers pakistan | 10 | 15.00 | 30.91 | High/90 |
software development | costa rica | software development costa rica | 40 | 9.00 | 28.80 | Low/22 |
software development company | south africa | software development company south africa | 10 | 7.03 | 27.81 | Low/32 |
software development | philippines | software development philippines | 10 | 7.26 | 26.76 | Medium/39 |
software development company | philippines | software development company philippines | 10 | 8.97 | 26.84 | Medium/41 |
software development company | pakistan | software development company pakistan | 10 | 12.90 | 25.00 | Medium/62 |
software development | vietnam | software development vietnam | 20 | 8.12 | 24.43 | Low/25 |
software development | china | software development china | 10 | 10.71 | 23.84 | Low/31 |
software development | uk | software development uk | 30 | 8.43 | 22.77 | Low/16 |
software developers | canada | software developers canada | 40 | 5.13 | 18.79 | Medium/36 |
software developers | kenya | software developers kenya | 30 | 9.01 | 16.23 | Medium/54 |
software developers | australia | software developers australia | 20 | 6.95 | 15.00 | Low/22 |
software developers | new zealand | software developers new zealand | 10 | 2.25 | 9.18 | Low/19 |
software development | bangladesh | software development bangladesh | 10 | 2.57 | 8.44 | Medium/57 |
custom software developers | india | custom software developers india | 10 | Low/0 | ||
custom software developers | uk | custom software developers uk | 10 | no data | ||
custom software development | usa | custom software development usa | 50 | Low/18 | ||
custom software development | singapore | custom software development singapore | 20 | Low/7 | ||
custom software development | australia | custom software development australia | 10 | Low/0 | ||
custom software development | canada | custom software development canada | 10 | Low/0 | ||
custom software development | egypt | custom software development egypt | 10 | Low/0 | ||
custom software development | europe | custom software development europe | 10 | no data | ||
custom software development | ireland | custom software development ireland | 10 | no data | ||
custom software development | jordan | custom software development jordan | 10 | Low/0 | ||
custom software development | malaysia | custom software development malaysia | 10 | no data | ||
custom software development | philippines | custom software development philippines | 10 | Low/0 | ||
custom software development | poland | custom software development poland | 10 | Low/0 | ||
custom software development | romania | custom software development romania | 10 | Low/25 | ||
custom software development | south africa | custom software development south africa | 10 | no data | ||
custom software development | uk | custom software development uk | 10 | Low/11 | ||
custom software development | ukraine | custom software development ukraine | 10 | Low/24 | ||
custom software development | vietnam | custom software development vietnam | 10 | no data | ||
custom software development company | canada | custom software development company canada | 10 | Low/29 | ||
custom software development company | romania | custom software development company romania | 10 | Low/0 | ||
custom software development company | singapore | custom software development company singapore | 10 | no data | ||
custom software development company | uk | custom software development company uk | 10 | no data | ||
custom software development services | usa | custom software development services usa | 10 | Medium/40 | ||
custom software development services | uk | custom software development services uk | 0 | no data | ||
offshore software developers | india | offshore software developers india | 10 | no data | ||
offshore software development | australia | offshore software development australia | 10 | no data | ||
offshore software development | belarus | offshore software development belarus | 10 | Low/14 | ||
offshore software development | china | offshore software development china | 10 | Low/0 | ||
offshore software development | colombia | offshore software development colombia | 10 | Low/0 | ||
offshore software development | india | offshore software development india | 10 | Low/11 | ||
offshore software development | philippines | offshore software development philippines | 10 | Low/15 | ||
offshore software development | poland | offshore software development poland | 10 | High/100 | ||
offshore software development | romania | offshore software development romania | 10 | Low/0 | ||
offshore software development | russia | offshore software development russia | 10 | Low/0 | ||
offshore software development | uk | offshore software development uk | 10 | no data | ||
offshore software development | vietnam | offshore software development vietnam | 10 | Low/10 | ||
offshore software development | pakistan | offshore software development pakistan | 0 | no data | ||
offshore software development company | ukraine | offshore software development company ukraine | 20 | Low/23 | ||
offshore software development company | bangladesh | offshore software development company bangladesh | 10 | no data | ||
offshore software development services | india | offshore software development services india | 10 | 10 | Low/14 | |
software developers | eastern europe | software developers eastern europe | 20 | Low/1 | ||
software developers | ireland | software developers ireland | 10 | Low/0 | ||
software developers | israel | software developers israel | 10 | no data | ||
software developers | south africa | software developers south africa | 10 | Low/14 | ||
software developers | sri lanka | software developers sri lanka | 10 | no data | ||
software development | australia | software development australia | 20 | Low/11 | ||
software development | canada | software development canada | 20 | Low/6 | ||
software development | germany | software development germany | 20 | Low/0 | ||
software development | sri lanka | software development sri lanka | 20 | Low/0 | ||
software development | argentina | software development argentina | 10 | Medium/57 | ||
software development | colombia | software development colombia | 10 | Medium/57 | ||
software development | egypt | software development egypt | 10 | no data | ||
software development | estonia | software development estonia | 10 | Medium/43 | ||
software development | finland | software development finland | 10 | no data | ||
software development | france | software development france | 10 | no data | ||
software development | ghana | software development ghana | 10 | Low/0 | ||
software development | indonesia | software development indonesia | 10 | Low/19 | ||
software development | ireland | software development ireland | 10 | High/93 | ||
software development | israel | software development israel | 10 | Low/0 | ||
software development | japan | software development japan | 10 | Low/3 | ||
software development | kenya | software development kenya | 10 | Low/29 | ||
software development | kuwait | software development kuwait | 10 | no data | ||
software development | latvia | software development latvia | 10 | no data | ||
software development | lebanon | software development lebanon | 10 | Low/25 | ||
software development | malaysia | software development malaysia | 10 | no data | ||
software development | malta | software development malta | 10 | Low/0 | ||
software development | morocco | software development morocco | 10 | Low/0 | ||
software development | nepal | software development nepal | 10 | Medium/43 | ||
software development | netherlands | software development netherlands | 10 | Low/21 | ||
software development | new zealand | software development new zealand | 10 | Medium/48 | ||
software development | nigeria | software development nigeria | 10 | Medium/50 | ||
software development | norway | software development norway | 10 | Low/0 | ||
software development | pakistan | software development pakistan | 10 | Medium/48 | ||
software development | portugal | software development portugal | 10 | High/71 | ||
software development | qatar | software development qatar | 10 | no data | ||
software development | russia | software development russia | 10 | Low/0 | ||
software development | saudi arabia | software development saudi arabia | 10 | no data | ||
software development | serbia | software development serbia | 10 | no data | ||
software development | singapore | software development singapore | 10 | Low/0 | ||
software development | slovakia | software development slovakia | 10 | no data | ||
software development | south africa | software development south africa | 10 | no data | ||
software development | sweden | software development sweden | 10 | no data | ||
software development | switzerland | software development switzerland | 10 | no data | ||
software development | thailand | software development thailand | 10 | no data | ||
software development | uae | software development uae | 10 | no data | ||
software development | zambia | software development zambia | 10 | no data | ||
software development | zimbabwe | software development zimbabwe | 10 | no data | ||
software development | austria | software development austria | 0 | no data | ||
software development | bahrain | software development bahrain | 0 | no data | ||
software development | cyprus | software development cyprus | 0 | no data | ||
software development | mauritius | software development mauritius | 0 | no data | ||
software development company | singapore | software development company singapore | 50 | Low/5 | ||
software development company | europe | software development company europe | 30 | Low/ | ||
software development company | eastern europe | software development company eastern europe | 20 | Low/ | ||
software development company | sri lanka | software development company sri lanka | 20 | Low/3 | ||
software development company | uae | software development company uae | 20 | Low/ | ||
software development company | argentina | software development company argentina | 10 | High/86 | ||
software development company | bahrain | software development company bahrain | 10 | no data | ||
software development company | bangladesh | software development company bangladesh | 10 | Low/7 | ||
software development company | china | software development company china | 10 | Low/19 | ||
software development company | estonia | software development company estonia | 10 | Low/0 | ||
software development company | indonesia | software development company indonesia | 10 | Low/0 | ||
software development company | ireland | software development company ireland | 10 | Low/0 | ||
software development company | jordan | software development company jordan | 10 | no data | ||
software development company | malaysia | software development company malaysia | 10 | Low/12 | ||
software development company | nepal | software development company nepal | 10 | Medium/36 | ||
software development company | new zealand | software development company new zealand | 10 | High/100 | ||
software development company | poland | software development company poland | 10 | Low/9 | ||
software development company | romania | software development company romania | 10 | Low/8 | ||
software development company | slovakia | software development company slovakia | 10 | no data | ||
software development company | vietnam | software development company vietnam | 10 | Low/1 | ||
software development company | belarus | software development company belarus | 0 | no data | ||
software development company | croatia | software development company croatia | 0 | no data | ||
software development company | kuwait | software development company kuwait | 0 | no data | ||
software development company | latvia | software development company latvia | 0 | no data | ||
software development company | netherlands | software development company netherlands | 0 | no data | ||
software development company | serbia | software development company serbia | 0 | no data | ||
software development company | slovenia | software development company slovenia | 0 | no data | ||
software development outsourcing | ukraine | software development outsourcing ukraine | 30 | Low/25 | ||
software development outsourcing | costa rica | software development outsourcing costa rica | 20 | Low/9 | ||
software development outsourcing | eastern europe | software development outsourcing eastern europe | 20 | Low/19 | ||
software development outsourcing | brazil | software development outsourcing brazil | 10 | Low/4 | ||
software development outsourcing | bulgaria | software development outsourcing bulgaria | 10 | no data | ||
software development outsourcing | china | software development outsourcing china | 10 | no data | ||
software development outsourcing | ireland | software development outsourcing ireland | 10 | no data | ||
software development outsourcing | philippines | software development outsourcing philippines | 10 | Low/24 | ||
software development outsourcing | poland | software development outsourcing poland | 10 | no data | ||
software development outsourcing | romania | software development outsourcing romania | 10 | Low/29 | ||
software development outsourcing | thailand | software development outsourcing thailand | 10 | no data | ||
software development outsourcing | uk | software development outsourcing uk | 0 | no data | ||
software development outsourcing company | india | software development outsourcing company india | 10 | Low/14 | ||
software development outsourcing company | ukraine | software development outsourcing company ukraine | 10 | no data | ||
software development services | india | software development services india | 30 | Low/10 | ||
software development services | usa | software development services usa | 20 | Low/13 | ||
software development services | australia | software development services australia | 10 | Low/0 | ||
software development services | canada | software development services canada | 10 | no data | ||
software development services | philippines | software development services philippines | 10 | Low/0 | ||
software development services | uk | software development services uk | 10 | Low/0 | ||
software development services | ukraine | software development services ukraine | 10 | no data | ||
software development services | romania | software development services romania | 0 | no data | ||
software development services | singapore | software development services singapore | 0 | no data |
Methodology Limitations
- We don’t know whether the selected keywords were entered into Google search engine by potential clients of software development companies or job seekers, or market researchers.
- We don’t know whether Google provides information about the real location of users as we requested (i.e. the USA), or these data may be contaminated by VPN location changers.
- The selected list of keywords isn’t exhaustive that’s why the results may distort the real picture.
Methodology Advantages
- Uniformity. We use the same keywords in conjuction with each country. It allowed us to remove the focus from absolute values (average search volume of separate words) to relative values (share of search) to get more or less objective picture of country’s brand awareness among users from the USA;
- Wider applicability. You can use the same methodology to understand country’s brand awareness among users from other countries who seek to outsource their development needs, such as the UK or Israel.
- Reproducibility. You can get the same results using this methodology and tools (Google Keyword Planner), taking into account the seasonality.
Application of results
- If you are an outsourcing software development company that targets the USA market, some or many of your deals may fail due to the absence of the office in the USA.
- If you are an offshore software development company that targets the USA market but isn’t located in India or Ukraine, you need to put more effort into proving that the location of your company is not an issue to be taken into account deciding whether to close the deal or not.
- If the location is not your competitive advantage, your should strengthen your positioning based on other grounds.
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