As blockchain and tech evolves, so must your digital marketing tactics.
SEO is invaluable for growing blockchain and crypto projects, it provides insights into your consumers and drives the highest ROI given it is not a paid channel. As a nascent market, long-tail, relevant keywords are crucial and require thorough research.
Appear Everywhere.
Decentralized by nature, we must expand our scope to beyond just Google, while Google does hold a large market share, you want to ensure your project is seen everywhere. With that in mind, we want to understand how your potential customers behave, where there engage, and what they are searching for.
Social Signals are now a source of value.
In the previous iteration of the web, and SEO, social signals are considered non-beneficial, this may still apply in Google’s eyes, but expanding our scope further, we are able to delve into a wealth of UGC (User Generated Content) that can inform our keyword research and understanding.
These channels also provide insight into competitor projects, with our tracking tools, we can automatically monitor and pull data from servers, this allows us to monitor roadmaps and announcements, and to see how users are engaging with social channels.
These are also a hot bed for ‘zero search’, if social signals are pointing to a new project, or update (a new fork or ETH merge by example), we can except new search keywords to trend, and build content ahead of this to appear aligned and dynamic with our marketing content.
Topical Relevance & Clustering
Search engines tend to view a website’s content with a view of topical relevance and authority. In this case, we want to understand our core keywords and audiences. With Blockchain and Web 3.0 this typical splits into three core audiences, Retail (Those investing or buying your token), Developers (Those looking to interact and/or build on your project), and Generic (Those looking to navigate). In some cases other Blockchains if you’re a Layer 0, and this of course changes depending on your target audience.
Within this, we can define current performance within a given topic such as search for staking or trading on your project, identify an audience and denote their intent. Aligning this to organic performance and competitors helps us to understand potential gaps and strongholds for your project.
Going ‘Cold’
As marketing is upper funnel, once we drive a user to your app of wallet we have engaged that user. This does not mean that we still can’t engage and retain our users, many users will visit marketing sites for updates, new staking offers, updates and so on. Maintaining a relationship with returning users is key, we’d expect their engagement to grow and provide us a key into brand growth over time.
Conclusion
Blockchain & Web 3.0 provide unique challenges for search, adapting to new technology is key for search, these new iterations provide us the opportunity to explore new data, reach more ‘decentralised’ users and ultimately provide relevant and useful content to your end users.