Why Is SEO Important for Crypto Platforms, Projects & Exchanges?

In an increasingly difficult landscape for crypto advertising, SEO has become an important element to Web3 projects. Regulatory crackdowns on paid advertising have made organic reach more important than ever. But why is SEO important for crypto businesses, and how can projects, platforms and exchanges utilize organic search to drive new users and in turn, conversions?

The importance of SEO in Web3 is underrated.

In a vertical that is inundated with content, whether it’s whitepapers, roadmaps or coin information pages – having content that performs is of vital importance. Truth be told, the industry is saturated with projects, as seen by over 15,000 smart contracts currently in operation. If your website, and its content are invisible, the success of your project is limited from the outset.

And then there’s exchanges. A vast majority of daily volume is concentrated to the top 10 exchanges according to CoinMarketCap. It is absolutely no coincidence that these very same exchanges also have the highest levels of organic traffic. Binance, Coinbase, and FTX – are all leaders within organic SERPs (Search Engine Results Pages), and assume positions 1-3 for volume. It is an exact science. Bring more users, get more engaged buyers.

But how can your project benefit from Crypto SEO? What should be considered from technical, content, and link building perspectives? Let’s take a look.

How Can DeFi Platforms Benefit From SEO?

Decentralized Finance (DeFi) is a complex offering. As such, advertising platforms typically have highly strenuous terms and conditions that present big barriers to entry for running paid ads. More often than not, paid ads are unachievable for DeFi platforms due to localized legislation that strictly prevents them from doing so without being regulated.

The beauty of DeFi is decentralization, so running paid campaigns that require registration with a local regulator are by-and-large, impossible.

So, how can platforms continue to drive traffic and new users, and increase Total Value Locked (TVL) in respective protocols? SEO represents a more than viable option. Let’s look at a keyword as an example:

Seed Keyword: Crypto Staking Platforms

Crypto Staking receives international search volume, and requires at least 34 referring domains to compete.

The search intent of this keyword is related to an end user looking to research a variety of staking platforms. It is likely they’ll be looking to corroborate trust, while also confirming expected yields or APY/APR.

Appearing on Page 1 of Google for this search is the ultimate trust builder. Users subconsciously trust a platform more when it appears within the organic SERP, without even necessarily understanding SEO. There is almost an innate desire to trust websites that are visible on page 1.

And then there’s potential. This keyword alone represents a search volume of 260 searches a month in the US alone. The keyword is highly relevant to staking platforms, and it is likely that users making this search are in the consideration stage and getting closer to becoming an engaged buyer, once their research is conducted. ‘Do your own research’ (DYOR) is a prominent motto within cryptocurrency, and using search engines in this fashion helps users to carry out said research.

This is just when looking at one seed keyword. When carrying out effective keyword research, different variations can then be found, including long tail keywords that have lower volume, but higher conversion potential. Once more and more users are converted as traffic increases, this then reciprocally attributes to the value locked in the protocol.

What About Crypto Projects? Can They Benefit From SEO?

Marketing crypto tokens is a very contentious subject. The Securities and Exchange Commission (SEC) has begun clamping down on paid advertising, with recent examples including Kim Kardashian falling to a monetary demise for an improper crypto ad, due to lack of disclosure surrounding her financial compensation.

Therefore, a compliant marketing funnel is arguably more important than a performing funnel.

How does SEO fit into this? Well, there isn’t a third party promoter present when conducting an SEO strategy. The meat and drink of a strategy is on-page optimization, off-page link building, and content. There isn’t a promoter or influencer telling somebody to buy a token or coin. Your website does the work for you.

If a user searches for a ‘metaverse coin’ and finds your website due to it ranking on Google, then this is the user’s chosen journey as a result of their own research and due diligence, as opposed to a ‘paid shill’ providing leading investment advice as we see with influencers.

Exchanges Arguably Benefit The Most From SEO

As alluded to above, exchanges see exceptional results from organic search traffic.

A user acquisition journey to a verified exchange account with KYC, will typically always start with a Google search. The reason for this is due to the vast amount of coins and tokens that typically exist on an exchange, so users can trade them effectively.

Each coin or token is essentially a product, of which will come with its own seed keywords and volume respectively. Bitcoin, Ethereum, XRP, Cardano – all have their own keyword variations, search intent, and volume.

With an effective site structure and content on a coin-by-coin basis, exchanges can see huge spikes in organic traffic once it ranks for a few “Buy+(coin)” keywords. This then allows the exchange to tap into volume across listed projects on the exchange, and drive volume as a result.

There’s the compliance argument too. Google requires regulatory registration with a local authority in most countries, making the paid ads route very tricky to navigate. All SEO needs is testing, link building, content – and ultimately – time.

SEO Continues To Be Important For Crypto

If your crypto business is a serious venture, then you should be considering SEO. Crypto adoption is reported to be at around 14% within the US alone, showing that there is still a large audience that are potentially ready to be onboarded to an exchange, platform, or become buyers of a token.

There’s also the availability of new search engines to consider too. Brave and DuckDuckGo are becoming more prominent, especially within the cryptocurrency vertical. SEO still carries weight regardless of your chosen search engine, and should be at the forefront of your crypto marketing strategy.

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