Zendesk is a customer service software and support ticketing system. They've got plenty of competitors and often people search for "Zendesk alternatives" if they've already tried Zendesk and didn't like something. Noticing the traffic that goes to their competitors from keywords "Zendesk alternatives" and wishing the users would give Zendesk another chance, the company came up with a brilliant idea. They created a website for a made-up alt-rock band called Zendesk Alternative. In the band's description, there are lines such as "On the surface, it's a collection of songs about customer service. Underneath, it's about so much more."

First, this is a great way to win back your customers with humor and prove to them that your product is worth trying out for the second time. Second, this idea is amazing in terms of SEO: now the highest non-advertised website that you see in Google when searching for Zendesk competitors takes you back to Zendesk.

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Days after launch, the CEO of Helpscout (Zendesk’s biggest competitor at the time) made a congratulatory Tweet after Zendesk took its place as No. 1 in the ranks.

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