“He added a BuiltWith.com link to every record in their index to provide BuiltWith information regarding each business.”
BuiltWith scrapes the web to tell you what tech a site runs. The breakout wasn’t a product insight. A friendly domain directory linked to it from millions of records, and Google’s ranking did the rest. Two million organic monthly views later, Gary Brewer still has no employees. The SEO backlink was the business plan.