How Did Dnsimple Keep Slow Growth When Domain Registration Keywords Are Some of the Most Expensive in the World?

On the show, DNSimple stays in business and continues slow growth by focusing on positioning and how the team uses words. Domain registration keywords are some of the most expensive keywords in the world, and companies buying Super Bowl ads compete at a level DNSimple cannot match. DNSimple competes at a level more appropriate for the company.

DNSimple still gets a lot of benefit from SEO and has followed changing trends so the company is good at optimizing for GenAI tooling. A lot of people are starting to get search results from ChatGPT or from Perplexity, and ChatGPT and Perplexity require a different set of inputs to earn placement. Materials are instructional, accessible, and machine accessible. The website, messaging at events, the way team members talk with other folks, and the way the community talks about DNSimple come together to guide people who have a specific problem DNSimple solves, even with really big alternatives out there. Competition is fierce on the operational side and on the domain side, and especially on the domain registration side.

The speaker knows how DNSimple does the marketing and says the company does it well enough to stay in business and continue slow growth, while declining to call the work exceptional.