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Building visibility with partnerships and PR – both paid and organic
Corner stoning and understanding Topical Authority
Good keyword Research
Content that at a minimum answers the question of the user opr somehow helps the user in their journey
Other marketing activity that builds their brand, demand gen and awareness of their sector – like podcasts, advertising etc
Good keyword research – like publishing about their eco-system, adjacent users (like my users are doing X therefore my product is of interest”, direct competitor comparison, market information
