[fallentimes]

That's just not true as the CEO himself admits and as their job postings and SERP rankings reveal. Mint were absolute masters of SEO and PR:

http://spyfu.com/Domain.aspx?d=-3624320565025573542

http://www.onecubicle.com/page/jobs/job/4581

"We didn’t have money for writers, so most of our original blog content then was guest posts from other personal finance blogs, plus a couple of columns on people’s worst financial disasters. To build demand, we started asking for email addresses for our alpha 9 months in advance of launch. Then when we had too many people sign up, we asked people to put a little badge that said “I want Mint” on their blogs to get priority access. We got free advertising and 600 link backs which raised our SEO juice."

Instead, we relied on press. It’s where I spent 20% of my time. I’m spending it right now while writing this."

http://www.techcrunch.com/2009/09/14/the-value-of-techcrunch...

Having an awesome product certainly helped but it was in conjunction with their other efforts.