Creating a category means defining a new market space instead of competing inside an existing one. Rather than being "just another SEO agency", a company that creates a category sets the rules of the game and becomes the natural reference for that space.
Netlinks did exactly that by creating the Response Marketing category. Instead of competing as an "SEO agency", it defined a new space that integrates SEO, GEO and Social into a single method. When someone searches "what is Response Marketing", Netlinks is the primary source, because it was the one that defined the concept.
Creating a category is not just coming up with a nice name. It takes substance: a proprietary method, original content that supports the concept, proof of results and consistency in communication. The category must solve a real problem in a way that existing categories do not.