Top 12 Blockchain SEO Strategy | Crypto SEO Guide


Would you like to attract as much organic traffic to your website as possible? Then, SEO would be an answer.

As you may know, SEO (Search Engine Optimization) is an integral part of the online promotion of any project. In general, this is needed to raise a website associated with this project in the SERP for certain queries and, thus, get more organic traffic. Below, we will explain to you how SEO for crypto projects differs from SEO for Web2 projects and will also share the best practices that you can apply in your case.

Why Traditional SEO May Not Be Effective Enough for Your Crypto Project?

Let's start with the basics and find out why the typical SEO practices that marketers usually use for Web2 projects may be ineffective for Web3 projects.

Since Web3 projects are characterized by decentralization, this may mean that in addition to promoting in well-known search engines, you will also have to perform a number of SEO practices for decentralized ones, such as Infrasearch, Opencola, YaCy, FAROO, and many others. At the same time, you will also need to pay special attention to promoting your project in crypto communities located in Web 2.0 since here, the first crypto projects that gained worldwide popularity were born (we mean Ethereum, Bitcoin, and many others). At the same time, such popular SEO techniques as creating unique, relevant content on your blog can only play a secondary role as they will not make sense for a website with initially zero traffic.

On the other hand, focusing your efforts only on Bitcointalk and Telegram may deprive you of the opportunity to get really a lot of traffic since, at present, this technique is only a mandatory but not a sufficient condition for ensuring the effectiveness of your digital marketing campaign.

In general, if we talk about how the promotion of crypto projects developed historically, then the very first ones often resorted to PPC advertising. However, since 2018, Google, Facebook, Instagram, and Twitter have imposed a ban on advertising anything related to crypto. In 2021, this ban was lifted, but the requirements for campaigns became so stringent that the vast majority of blockchain startups were unable to comply with them (at least, these projects need to provide a special license).

Therefore, we can see that the blockchain SEO strategy has a lot of nuances without understanding which, you can waste a lot of money and time in vain. That’s why we propose to move from theory to practice and consider in our crypto SEO guide the most effective SEO approaches that will bring your website to the top of search results.

However, if you don’t want to bother with selecting the best SEO strategy for your blockchain solution, just contact our crypto SEO agency.

What Should Be The “Correct” SEO for Your Crypto Project?

“Correct” SEO is, first of all, a comprehensive SEO strategy chosen to take into account the specifics of your project, namely, its belonging to the Web3 concept. At the same time, like in Web 2.0 projects, crypto SEO strategies may be divided into three global parts: technical optimization of websites, internal optimization of their content, and external optimization. Let's take a closer look at them.

Technical SEO

The vast majority of search engines, and Google specifically, define the priority of certain websites based on certain technical indicators determining the ease of use by visitors. In particular, we are talking about loading speed, connection security, sitemap, site structure, mobile friendliness, and compliance of the content on specific web pages with what is stated in the Robots.txt files. Let's look at how to optimize each of these parameters in more detail.

#1. Connect the SSL certificate

An SSL certificate is a digital certificate that authenticates a website and allows an encrypted connection. In practice, for the end user, the presence of an SSL certificate looks like the URL prefix “https://” (instead of “http://”).

Currently, the presence of this certificate is automatically checked by search robots (in particular, by Google ones) and is almost a mandatory requirement for a website to rank in the top search results.

#2. Adapt the code for Google if you use JavaScript

Note that the vast majority of crypto projects use SPA based on JS, which means that they do not return HTML copies for Google, that is, Google cannot crawl the site because of this since it is not able to recognize the JS code. That’s why you need to generate HTML code for pages on the server side, but only on the first load.

#3. Optimize Sitemap

A Sitemap file contains information about how the content on your website (such as web pages, videos, and other resources) is organized. It helps Google and other search engines index your content more accurately.

Thus, for good ranking in search engines, it is important to check whether this file is compiled correctly and, if necessary, optimize sitemap.xml.

#4. Simplify website structure

Along with the Sitemap file, you should also take care of the actual structure of your website, that is, the way you organize and group the content on it. In general, there is no common understanding of correctness for non-trivial projects, so you just have to follow a simple rule: any page on your website should be able to be reached by a user in no more than three clicks.

#5. Make sure your website works really fast

Page speed, that is, the time required to display all its content on the user's device screen, is critically important for SEO and is one of the main factors determining its position in search results. Checking the loading speed should be carried out from different devices and at different Internet connection speeds – this is the only way you will get a complete picture of whether your website is fast enough. For example, Google claims that optimal speed is pages that load in half a second or less. To improve this indicator, you can resort to the following measures:

  • use the optimal media file format;
  • minimize the number of lines of code on your web page;
  • enable the caching function;
  • base your website on a content delivery network (CDN).

#6. Take care of mobile users

As Internet users increasingly surf the web from their mobile devices, you should make sure that your website is adapted for them – at least, that's what Google requires.

#7. Check Robots.txt files

The robots.txt file allows you to control how web pages are crawled in formats that Googlebot can process. This means that your website developers will need to make sure that this file is compiled correctly for each of its pages.

Internal content optimization

Now, you should do internal SEO aimed at optimizing existing and creating new quality content and internal links. Here are the main practices that can be applied as a part of internal SEO.

Compile semantic core

The semantic core is a list of words and phrases that most accurately reflect the activities, philosophy, and type of your project. To compile a semantic core, you need to complete the following steps.

  • Analyze your business model. This will help you choose key phrases that will describe the core activities and philosophy of your crypto project.
  • Expand the semantic core. To do this, you can use Google Keyword Planner. The service will select additional keywords based on those you defined earlier. You can also analyze keywords on competitors' websites.
  • Group requests. The collected keywords must be divided into groups called clusters. Keyword clustering can have several levels depending on their frequency. Therefore, you should group high-, mid-, and low-volume keywords and phrases. The priority in keyword clustering should be a balance between the high frequency of a keyword (the higher it is, the more people use it in search) and competition (how many other sites use the keyword). High-frequency keywords and phrases often have the most competition. That’s why it is a good idea to use them for landing pages and other web pages in which you will invest the biggest part of your marketing budget. Less popular keywords can be left for content pages.

Optimize your website content

Optimized content is content that is as readable as possible and has good positions in search engine results. Usually, this content meets the following criteria:

  • Uniqueness. Your website content must be unique. Non-unique materials will only harm the company’s promotion on the Internet since search engines very quickly identify such content and automatically lower their positions in search results.
  • Good structure of the text. This relates not only to the content of the text but also to the page layout when publishing. The text must include subheadings, key phrases, lists, etc.
  • The topic reflected in the title. Users must immediately understand what the text will be about; otherwise, they will not stay on the website for long.
  • Readability. From a stylistic point of view, unreadable texts are those that use a lot of words and phrases that are unnatural for ordinary speech. Such texts usually turn out to be unique only due to the crooked syllable. However, in reality, there is no practical benefit for the reader from such a text. An equally important role is played by the design of the text, as well as the correct choice of fonts and colors.
  • Keywords. And, of course, make sure you insert keywords that your audience can use to find your material. To optimize for this parameter, you can try such a useful tool as Surfer SEO.

Insert internal links where it’s appropriate

Creating internal links actually means implementing logical connections between the pages of a website. In particular, they provide users with additional convenience in finding the information they need, thereby defining a specific site for search engines as “highly authoritative” (primarily due to an increase in the number of conversions).

Perform E-E-A-T optimization

E-E‑A-T means Experience, Expertise, Authoritativeness, and Trustworthiness. It is these four factors that the Google search engine takes into account when determining the quality of a particular resource. In a nutshell, they mean that content published on the Internet must be created by a qualified professional with years of experience and based on proven scientific research, reliable sources, etc.

However, it is essential to keep in mind that E-E-A-T is not the main aspect of ranking and can only be used in conjunction with other SEO techniques. Specifically, for your content to meet E-E-A-T criteria, you must:

  • tell your website visitors in detail about your project;
  • demonstrate that it is trusted by leading experts from your industry;
  • do not use AI for content creation;
  • regularly update your blog with new relevant content;
  • cite authoritative data;
  • monitor the reputation of your project on third-party web resources.

External SEO

While the previous two aspects of SEO may produce some results, they are unlikely to be as incredible as they would be if external SEO practices were applied simultaneously. In particular, it is better to start working on them as soon as you have compiled a semantic core.

Get involved in link building

External SEO is all about getting quality backlinks to your website. Note that many SEO experts are chasing their number; however, as practice shows, sometimes 2-3 links with a high domain rating (50-70 DR is considered acceptable, and everything above 70 is high) are more important for search engine optimization than several dozen with lower DR values. In particular, websites with a high DR are better perceived by search robots, thereby guaranteeing a positive impact on your website. In turn, when you buy links on websites with a low DR, they may simply not be indexed by Google, which will mean that you will waste your money in vain.

You can get these links in the following ways:

  • publish guest posts on blogs and media platforms on cryptocurrency topics;
  • publish press releases in cryptocurrency media;
  • order reviews and testimonials from popular crypto bloggers;
  • post links (where it’s appropriate and does not look like spam) in discussions on forums and other websites with questions and answers;
  • exchange links using a cross-linking strategy.

Please note that not all links are useful: in some cases, they can lower your ranking in search results. Here they are:

  • links in long link lists located on one page;
  • links in catalogs;
  • links in descriptions of user profiles on forums and similar websites where this format for filling out a profile is acceptable;
  • spam links on any websites where you can write comments or open discussions;
  • links bought through specialized bulk backlink purchase services.

Final Thoughts

Let’s sum up our SEO tips for crypto projects. Since Web3 projects are often innovative, SEO strategies applicable to them may change over time. This is why it is so crucial to understand that to maximize your online presence, it is important not only to provide a comprehensive approach to promotion but also to choose methods that are suitable for a specific project. If you are looking for services to achieve these two key goals, feel free to contact our crypto marketing agency. We will provide you with SEO experts who will conduct a detailed analysis of your crypto solution and implement an effective SEO strategy that will pay for itself many times over.

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