About seven years ago, I was working for a startup called Vero. I did a quick competitor audit and found that we were getting crushed by the team at Customer.io. They had a similar product and good content, but they were getting loads more traffic than us. (Shout out to my then-foe and now-friend Janet Choi.)
In my research, I found that Customer.io’s founder had written a blog post about Verizon throttling his bandwidth when he watched Netflix. The article got a bunch of media coverage and everyone linked to Customer.io. Those backlinks lifted the site’s domain authority and helped them rank for all kinds of keywords that were very relevant to the business.
I was incredibly frustrated but learned a few important lessons:
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