March 27, 2024

Blockchain SEO Strategies You Need to Do Before the Halving

With Bitcoin halving just around the corner, the cryptocurrency industry is poised once again for a massive bull run. No doubt that blockchain businesses will take advantage of the hype and showcase their crypto website and services to interested investors.

But established brands intensify their marketing campaign before and after the halving, how can a new website compete with these giants with millions in budget?

With Search Engine Optimization (SEO), of course! By producing helpful content and complying with Google standards, your crypto website can go toe to toe with known brands and outrank them in Google search results.

This step-by-step blockchain SEO guide will help you optimize your whole website in no time. Grab a cup of coffee and let's get started!

Identify the unique selling point of your crypto business

While this might be more of a digital marketing strategy instead of an SEO strategy, knowing your unique selling point (USP) should still be on top of your agenda.

By understanding how your business differs from others, you can:

Knowing the USPs of your business will also make it easier for your copywriters to craft effective page copies needed to outrank competitors. But we'll talk about content later.

USPs for blockchain companies fall into three major categories, these are:

Take note that your USPs can eventually become synonymous with your company, as customers will automatically associate your selling points with your brand.

Examples of good unique selling points

Acquire.Fi is a crypto investing platform. There are a few websites like them but one of Acquire.Fi's unique selling points is that investors can participate in investment pools and own a small part of a Web3 business for as little as $100. Acquire.Fi helps retail investors become fractional owners of Web3 companies, this is a strong USP.

Republic is yet another investment platform but they are different from Acquire.Fi because their focus is primarily on hedge funds and high-net-worth individuals. Their USP is that they provide investment opportunities to institutional investors.

Perform keyword research

Keyword research will reveal all sorts of words and phrases that investors use to discover services or any crypto-related information. By knowing what search terms to use, your copywriters can write online content that always aligns with the needs of your potential customers.

Going back to keyword research, the best tool for this task is Ahrefs. It shows how many people around the world google a particular keyword, level of competition, synonyms, and search terms that are somewhat related to your website. You need to fork out $99 per month but trust us, Ahrefs is worth your money.

When researching crypto keywords in Ahrefs, you need to seek those that fall into these two categories:

People who search for informational keywords are less likely to make any converting action as they are still in the data-gathering phase. Don't take informational keywords for granted because the conversion rate is low. They are vital for content creation and in building brand awareness without having to spend a dime doing so.

Map the placement of your keywords

Now that you know the keywords to target, it's time to determine their placement. The ultimate goal is to match keywords with pages to best satisfy the user's needs. You don't want your blog post to rank for keywords like buy crypto, do you?

That being said, informational keywords should be relegated to content for the top of the marketing funnel. Blogs and help center articles are the perfect spots to utilize informational keywords.

People who google transactional keywords, on the other hand, have already made a decision and are ready to sign up, buy, or do any converting action. Pages at the bottom of the marketing funnel such as your crypto wallet sign-up or product page should utilize relevant keywords with transactional intent.

Take note that you need to assign a keyword on a single page. Targeting keywords on multiple pages will lead to what we call keyword cannibalization, where several of your own pages are competing with each other to rank for a certain keyword.

For instance, avoid targeting the buy crypto keyword on your homepage and About page. Not only that the About page doesn't match the intent, but it will also compete with the homepage in ranking for buy crypto in search results.

Formulate your content strategy

You identified your unique selling point and discovered the keywords to target, now you've got to incorporate them seamlessly into your content (aka content optimization).

Audiences in the research phase should be served with blogs, press releases, and help-center articles loaded with relevant informational keywords. Your copy team may write about cryptocurrencies supported in your platform, when they were created, how they are mined, the blockchain technology behind them, and other information that your audience might want to know.

The aim is to provide your audience with information and keep their eyes peeled on your brand no matter where they are in the buying process. You never know, a person researching Bitcoin months ago may remember your brand today when they are ready to invest.

To cater to people who are ready to convert, your landing page content should be benefit-driven and feature your USPs prominently. Talk about your potential customers' pain points and present your brand as the solution. Also don't forget to incorporate transactional keywords into your landing page content.

For instance, your audience might be complaining that fees are expensive when sending BTC to an external wallet. You can address that with a product page copy stating fees are lower on your platform compared to others. Only say that if that's a fact, though.

It's also a good idea to write content that will educate your audience on how to use your platform. Don't be like the crypto companies we've seen who never bothered to teach their customers how to use their services.

Optimizing content doesn't stop at keyword usage or USPs, phrasing plays a big part too. Your page copies need to explain concepts in a way that even kids will understand, branding be damned. Blockchain and cryptocurrencies are complex topics already so there's no need to use unfamiliar terminologies in your content. Trust us, your customers will appreciate it.

Create dedicated landing pages

Making your homepage rank for all your target keywords is like writing a book with no chapters. It's messy and hard to read. By creating landing pages for the different products or services you offer, you make it easier for search engines to understand your content. Your audience will also have a better experience as they can find the information they need much quicker.

Let's say you operate an online crypto exchange, you need a landing page for every supported cryptocurrency to improve your website's search engine rankings for your target keywords. Your Bitcoin page should only contain information about Bitcoin so it can rank for keywords like buy bitcoin or sell bitcoin.

You also might want to consider developing landing pages for countries you serve. Going back to the crypto exchange example, your website can rank for keywords like buy crypto in singapore if you have a dedicated landing page for that country. You also have the option of localizing your pages to rank for non-English keywords and further expand your website's organic traffic.

Optimizing landing pages is one of the most complex SEO strategies, so we've written a separate guide on how to optimize landing pages to help you and your team. The guide has everything you need to make a search engine and user-friendly landing pages.

Fix your website's technical issues

Of the cryptocurrency companies we've seen, probably the biggest mistake is not paying attention to their website's health. Broken links, duplicate pages, redirect chains, and other website issues can prevent search engines from indexing all of your pages. This problem is compounded if a blockchain website has tens of thousands of pages.

As there are billions of websites on the internet today, search engines spend a limited time crawling and indexing each one. What's the point of publishing excellent content or having awesome landing pages if search engines can't find and index them? This is why your website needs to make the most out of this indexation window by addressing all known issues.

All sorts of website issues hamper your website's search visibility ranging from structural, technical, security, and content-related. Scan your blockchain website using Screaming Frog SEO Spider or the Ahrefs Site Audit tool to detect those problems. Once you've identified the items that affect your website's health, refer to our guide on how to fix damaging SEO issues. Follow the step-by-step process and your website is on its way to being highly indexable by search engines.

Earn backlinks for your website

Have you ever noticed that big brands often dominate Google Search? This is because Google's algorithm is trust-based where the most credible websites often get the top positions in search results. But how does the algorithm determine which websites are trustworthy and which ones are not? The answer lies in backlinks.

Backlinks are the highlighted in blue and underlined words/phrases you see in online articles. They are more than just references to information sources, Google thinks of them as votes of confidence. Let me explain. Let's say a Wikipedia article links to your homepage, Google thinks that Wikipedia vouches for the credibility of your website. Otherwise, Wikipedia and its moderators won't mention you at all.

So to get better search engine positions, your website needs to improve its trustworthiness by earning backlinks from relevant domains.

Giants in the blockchain industry like Binance and Coinbase get links naturally. They are household names and they are covered a lot by online news publications. Their excellent backlink profile is one of the reasons why Google trusts them. However, new players and blockchain websites in the middle of the pack can still outrank well-known brands by securing backlinks from reputable websites (aka link building) through several means such as:

Publish really good content

Excellent content will earn backlinks by itself as it will be shared on social media platforms or cited as a reference by other websites. Here are a few ideas you might try:

Syndicate your content

It's not enough to write excellent content, you have to market it too. You can start by identifying bloggers in the blockchain industry whose audience matches your target market. Use tools like BuzzSumo or Ahrefs to find potential blogs. Next, craft a personalized pitch that highlights how your content adds value to their audience and offer exclusive content or a unique angle.

Distribute press releases

News agencies like Yahoo!, local news, and bloggers frequently feature press releases. This is a great opportunity for your blockchain website to gain a backlink by incorporating your website URL in the release. If you're unsure about what to highlight, consider major developments such as the rollout of new services/crypto, IPO, or expanding to a new market. For distributing your press releases, PRNewswire and BusinessWire are top options, as they have connections with major news organizations.

Take advantage of partnerships and events

If your blockchain company supports a local charity, consider requesting a mention of your contribution in the form of a sponsorship listing on the charity's website. Similarly, if you sponsor blockchain community events or conferences, you can ask for recognition on their websites as well.

Pitch to writers in HARO

Help a Reporter Out (HARO) is a crowdsourcing platform used by journalists and authors seeking expert opinions for their content. There are dozens of requests every day that you can pitch to. If a journalist finds your response useful, they will include your content in their article with often a backlink or attribution to the source.

Get listed in blockchain directories

You may submit your website to CoinGecko or CoinMarketCap if you manage a cryptocurrency exchange, launch an initial coin offering, or release a new token. There are requirements you must fulfill such as sending them your API for them to list your data in their directory. But it's all worth it as the backlinks you get from them do bring value.

Ask organizations or people you know for links

Many university websites, along with independent alumni platforms, feature sections devoted to their graduates. Often, these sections include outbound links. All you have to do is connect to the university admin to get your profile listed along with the link of the blockchain company you work for.

Another option is to ask to be listed/linked in your local Chamber of Commerce. You have to be patient though as it takes a little bit of time to find the right person to get in touch with.

Finally, you can ask anyone you know who blogs or manages websites. Just make sure that you only seek links from domains that are directly or indirectly related to blockchain or crypto.

Sign up to review platforms

You can get backlinks from TrustPilot, Better Business Bureau, and other review platforms just by signing up and getting verified. Some platforms tag links as nofollow, meaning your website won't get any value from them. Still, these platforms are worth it as you can get referral traffic from them.

Start a giveaway

If you have an SEO budget, you may contact bloggers in the blockchain industry who organize contests. Offer cryptocurrency as a prize for the winner. Most bloggers will be delighted to accept your offer and in most cases, will gladly include a link to your website on the contest announcement page.

Get a link from Wikipedia

It's not guaranteed but you can earn a link from Wikipedia by citing your content as a reference in a relevant article. Make sure to use your personal email address when signing up as any edits with your corporate email may be dismissed as spam. Additionally, ensure that the link is contextually appropriate; otherwise, it may be removed swiftly.

Another option is to create a Wikipedia page about your blockchain company. Getting approved can be tough though as you have to pass strict relevance and notability requirements. Your wiki should also be objective, mentioning both good and bad details about your company.

Get links from your social media accounts

Facebook, YouTube, and other social media profiles allow links in the About section. While you won't get much SEO value from them, these links are still useful as you can direct your target audience to your website.

Need help from a blockchain SEO agency?

That's it! You now have a foundational understanding of executing blockchain SEO strategies on your own or with your team. Hopefully, you can finish them all to boost traffic during the Bitcoin Halving this April 2024. Whatever happens, share your outcomes by tagging Serphead on Linkedin.

But if you need urgent professional crypto SEO services, reach out to us for a free strategy consultation. Talk to us about your current website status and SEO activities and then we'll create a custom blockchain SEO strategy just for you.

Sergei Ivanov

Sergei Ivanov

Co-Founder and CEO of Serphead

Sergei has more than a decade of experience blending data-driven insights with SEO strategies to enhance online visibility and user engagement. He has been providing practical guidance for businesses and individuals navigating the digital landscape since 2012.