You might have landed on this page through a social media channel or directly from the search engine. Either way, our crypto SEO guide caught your attention today. That’s the power of search algorithms.
When you type your query in the search bar, the search engine’s system works to return the right result to you. Search engines do this to improve user experience. If you use the search engine wisely, you can increase visibility and promote your crypto products or services to your target audience.
Especially in the crypto business, SEO is crucial to staying afloat in a dynamic market. Here is how you can build your crypto SEO (Search Engine Optimization) strategy and achieve desired results. The guide is designed for a beginner to complete SEO processes from scratch.
What is Crypto SEO?
As we all know, search engine optimization is the process of leveraging keywords to dominate SERPs (Search Engine Results Pages) and drive high-quality traffic. By optimizing your content and maintaining strong technical SEO, you make it easy for bots to access your site. This helps position your crypto brand among the top search results.
While the process and technical strategies for traditional SEO and crypto SEO remain the same, the differences lie in the approaches. In this guide, we have explained a basic approach to kick-start your SEO journey. Before diving in, it’s equally important to understand what SEO is not.
- It is not a one-time setup process. Regular audits and consistent posting are necessary.
- Keywords are a factor for ranking. But if stuffed, it may turn out negatively. While keywords are necessary for the bot to check if your blog post/webpage matches the user’s intent, they are not the only criterion.
- Word count matters the most. Perhaps it’s a big ‘no’ if you think this alone will make you rank. Search engines love satisfied visitors, and that happens only when you produce quality content that fulfills the user’s intent.
- And never forget. You need a dedicated SEO specialist to build a robust strategy. Because it requires technical knowledge, experience, and expertise. This process cannot be carried out solely by marketers.
Key Google Updates to Consider For Crypto SEO
The primary purpose of SEO is to rank higher in search results, thereby driving business value. But no human is reading the content posted online or prioritizing page rankings. Instead, search engines use several algorithms to categorize pages.
Here are a few systems to be aware of, primarily for crypto SEO.
YMYL
“Your Money Your Life”. Google first introduced this update in 2013 to provide stricter guidelines to pages related to money, physical health, and public trust. To put it simply, these are pages related to finance, health, safety, and public well-being. This is essential to consider if you want to build a crypto SEO strategy, as the industry is primarily focused on finance and security.
While evaluating such pages, it would look for the credibility and reliability of the authors or the service provider.
Freshness System
When this update was introduced to prioritize fresh and relevant content, Google stated that nearly 35% of searches were affected. These changes were made in the indexing system to provide accurate information.
If someone types ‘Bitcoin price today’ into the search bar, they need the latest price details. Not the value of Bitcoin that was one week ago. The crypto industry is dynamic, and regulatory changes occur frequently. If you’ve published a page on the “regulatory compliance of exchanges in 2026,” it may become outdated when a new government announcement is made.
EEAT
In December 2022, Google changed E-A-T to E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). As per this update, crypto sites will not be evaluated solely on what the business offers. Instead, it had set several criteria.
- Experience: By saying ‘ experience,’ the algorithms look for the author’s profile and elements within the content. For example, if you’ve just produced a page with content that competitors have produced, there is a high chance that crawlers will ignore you.
- Expertise: This is a criterion that search engines use to assess the knowledge, skills, and technical expertise of a particular crypto site.
- Authority: It refers to the reputation of your crypto business online. Google finds your authority through the backlinks you’ve got and endorsements for your crypto site.
- Trustworthiness: You can earn search engines’ trust by being transparent with your audience and keeping them secure. By providing accurate contact information, enabling HTTPS, and posting honest customer reviews, you can position yourself as a trustworthy crypto business.
Reliable Information Systems
The search engine uses multiple systems to ensure that the pages meet users’ expectations in terms of quality. This is something Google has developed to deprioritize thin or low-quality content and provide only the most accurate information. That too, especially for a niche like crypto, providing a reliable source of information is of paramount importance.
Reviews System
When it comes to content about reviews, Google looks for first-party, standalone content. First-party means content generated by the publisher or a user; standalone means the content should be complete on its own.
Awareness of this is essential for both crypto SEO specialists and crypto SEO writers. While you publish blog posts, articles, or service pages for token reviews and exchange reviews, ensure that the information is in-depth and insightful.
Helpful Content System
This is what Google has stated about it,
“This was a system designed to better ensure people see original, helpful content written by people, for people, in search results, rather than content made primarily to gain search engine traffic.”
The Helpful Content System update was first launched in 2022. By 2024, it had become a core ranking signal. So, always keep this in mind. The content you generate for publishing on websites should be curated with the aim of helping the reader or the intended target audience.
For instance, if you are launching a wallet or NFT marketplace, focus on creating content that is relevant and helpful to users who will use your platform. This will not only improve rankings but also support your crypto content marketing initiatives.
Apart from the above-mentioned systems, there are many others, including BERT, the Duplication system, MUM, RankBrain, and so on. While all those systems remain the same for crypto and traditional SEO, the elaborated systems remain crucial as you start your crypto SEO journey.
Optimizing your content for these systems will also help you gain authority with other search engines like DuckDuckGo, Bing, and Yandex. Now, let’s explore how to build an effective crypto SEO strategy.
An 8-Step Approach To Building a Crypto SEO Strategy
As you optimize for crypto SEO to boost your reach in a digital way, your broader goal should align with the vision of the crypto project. The strategy you are going to build should be centered on the major events of the project, from the token presale and ICO launch to the ongoing roadmap. Careful planning is essential for long-term SEO success.
To help you get started and choose the right approach, we have drafted an 8-step process to build a customized crypto SEO roadmap. When you have a strong vision and are looking for long-term growth with the crypto/blockchain SEO strategy, this would greatly help you.
1. Define The Target Audience
A complete understanding of the audience is essential to achieve the desired results in web3 SEO, and it’s not as complicated as it may seem. You need to thoroughly understand your audience’s expectations and pain points.
To complete the process, build a buyer’s persona and a buyer’s journey. These are frameworks or documents that define who the solution is built for and the stages at which you will create touchpoints. For instance, if you are building a crypto trading exchange, your users would be traders facing challenges due to limited features. Defining the issues and nature of the user in detail is your buyer’s persona.
Generally, the customer journey consists of three critical stages: Awareness, Consideration, and Decision. While you build your crypto SEO strategy, you need to consider where your target audience is and how to create a touchpoint.
2. Do A Thorough Competitor Analysis
After defining your audience, conduct a competitor analysis to identify who currently offers similar services. It will show you the gaps and opportunities you can leverage to drive traffic to your website and convert visitors into leads/users. Here are the basic factors that you need to check in your competitors to get the necessary insights.
The first step is identifying your competitors. After identifying, note down the following.
- Find the keywords they have ranked for.
- Investigate their traffic sources.
- Explore the gaps in backlinks.
- Spy on their content gaps.
- Analyze their on-page optimization.
- Check your competitors’ core web vitals.
- Try to figure out their SEO strategy.
Being aware of what your competitors do will give you direction on where to put your efforts and resources.
3. Find Crypto-Related Keywords
It is in this step that you need to think like a crypto SEO specialist, because the real difference between traditional SEO and crypto SEO starts here. An effective keyword strategy considers search behavior and user intent to categorize crypto SEO keywords. There are four broad categories of keywords you need to focus on.
Informational Keywords
An audience looking to learn new concepts would use these search queries. These searches are often driven by curiosity and can help build a loyal audience over time. And long-tail informational keywords with low search volume can offer strong ranking opportunities (For example, “What is the difference between layer 1 and layer 2?” and “Which is the best wallet?”). Most often, queries start with questions like “What”, “Why,” and “How.”
Navigational Keywords/Brand Keywords
They are actually queries users make while searching for details about specific platforms, and they often include brand names. A few examples are “download MetaMask wallet,” “Binance login,” and “About BlockWoods.” Ranking for navigational keywords would happen naturally for well-known brands.
Commercial Keywords
Commercial keywords are queries users use when looking to buy a new product or opt for a new service, and are usually in the consideration stage. Their queries would be like, “best token to invest,” “top DeFi protocol,” or “safest decentralized wallets.” Since their intent is to buy a specific product, they would look for reviews and compare options.
Transactional Keywords
Queries with words like “buy” and “offer” are considered transactional keywords. They indicate high purchase intent among users or buyers, and they are just a step away from signing in. Focusing on these keywords could generate more leads.
You can use the help of tools like Ahrefs and Semrush to find relevant keywords. Or you can seek help from a professional to better segment and target your audience.
4. Create A Solid Structure For Your Crypto Website
The fourth step is to set a site architecture or a layout. Ideally, every important page should be accessible within three to four clicks. Keep your website’s goals and users’ needs in mind when deciding on this. From an SEO perspective, it would help with indexing and make the crypto site more discoverable to search engines. Here we have described a simple approach to developing your site structure.
- Build the pillar pages first. These include the home page, services/features page, about us page, and contact/support page.
- Decide on the layout you will use (e.g., linear, hierarchical, database, or network). Choose a model that helps your audience navigate with ease.
- While building the blog page, ensure you clearly categorize it with appropriate tags. If you are building your crypto news website, the process could be a bit complicated. By clearly focusing on your approach to producing content, you can do this.
- The most important factor is to leave space to scale the website further.
5. Build Your Roadmap With Clear Goals
So far, all the steps have defined the essential groundwork before taking action. This is a step where you need to club all the research work you’ve done.
- Have clarity on what you need to achieve with defined timelines.
- Focus on the three key pillars of SEO: On-page, off-page, and technical SEO.
- Define the key metrics/ indicators you will focus on.
- Set achievable benchmarks.
- Select the tools you are going to use.
- Set your budget for content creation, website building, domain purchase, and all other operational costs.
At this stage, your planning process ends. The next steps are about executing your plans effectively.
6. Start Your Content Generation Process
Content forms the foundation of any successful SEO strategy. You can improve visibility in SERPs by consistently delivering value. And at this stage, you are putting your crypto SEO efforts into practice.
For most, blogging is the only thing that comes to mind. While it’s partially true, SEO content extends beyond blogs. It includes all the content that you publish on the internet. You’ve already got the crypto keywords you need to rank for and clearly defined goals that you need to achieve.
Prepare your topic clusters. If you are launching a token listing platform, then create topics around “how to launch a token?” “How to raise funds?” or “best investment options”.
Curate high-quality, informative content that is optimized with keywords. Focus on different content formats, such as podcasts, infographics, explanatory videos, and more. Gather all your ideas and prepare a calendar before you start writing or creating.
7. Conduct Regular SEO Audits
SEO is an ongoing process, not a one-time setup. It continuously opens new opportunities for growing your business. After launching your crypto site and completing the regular posting, conduct an SEO audit regularly. This will reveal the insights and the current state of your crypto business site on the internet.
Check whether you have reached the benchmarks outlined in your roadmap. Look for blockers and areas you missed during planning. The search engine algorithm, geopolitical situations, crypto regulations, and macroeconomic conditions change constantly. A regular SEO audit can help you stay aligned with the evolving market.
8. Regularly Update Webpages and Articles
As you regularly do your checks, ensure you update your content and keep it fresh. As discussed earlier, Google has built many systems to identify the most relevant pages for its audience. Failing to update your content can make it outdated and miss potential ranking opportunities.
Crypto SEO requires more than just an understanding of algorithms. To achieve success in crypto SEO, you also need to be aware of the nooks and crannies of the crypto industry. A complete understanding of the token launch, ICO, and listing process is essential to building and executing your framework.
To Wrap Up
Though the crypto industry is relatively new compared to manufacturing or healthcare, it has immense potential. With its unique features, such as decentralization and peer-to-peer systems, it attracts a distinct group of tech-savvy users.
To get attention and drive business value, you need to connect effectively with the audience. When working with any crypto-related business, you are not only performing SEO but also bridging the gap between traditional and decentralized finance and contributing to the brand vision.
If you are looking for experienced professionals to achieve results faster, you can always rely on BlockWoods. We have been operating in this space for over five years and have experience navigating uncertain situations effectively. Whether you want to host a crypto news website, a crypto exchange website, a website for a DeFi protocol, or a website for a token project, our team can support you throughout the process. You can book a free consultation call with BlockWoods through our official page.
