Organic traffic & keyword footprint vs. Stacks, GOBOB, Merlin
Organic traffic growth, trailing 90 days
KOL campaign views, Oct–Dec
Tracked engagements from one airdrop campaign
Our Approach: One team, four connected properties
Rootstock’s ecosystem spans a core site, a developer portal, a DAO, and an always-on campaign calendar. ColdChain runs all four as one coordinated growth motion rather than four separate accounts.
rBTC page amends & content briefs
Redirect strategy across dev and blog content
Reporting build-out and homepage review
Q1 2025 OKRs, opt-in & GDPR research
Rebrand review and competitor dev research
Docs comparisons vs. RSK/Bitcoin L2 rivals
Hreflang prep, language & keyword research
DAO competitor research
Launch KOL support
SEO optimisation & performance reporting
Airdrop campaign management
World Tour support
Cross-channel impact measurement
RESULTS: ORGANIC SEARCH
The only channel that grew, in every comparison
Organic search was the only acquisition channel to grow both period-over-period (vs. Jul–Sep 2024) and year-over-year (vs. Oct–Dec 2023) in Q4. Direct traffic declined over the same window – a sign of brand fragmentation across the growing Rootstock house of brands (Rootstock Labs, RootstockCollective, RIF), not a loss of demand. Organic is absorbing the non-brand and rBTC-related queries Direct used to carry.
Organic also became the leading source of net new users to Rootstock properties – the only channel to consistently add net new users while Direct’s contribution fell.
Rootstock became the organic search leader against its closest competitive set – stacks.co, gobob.xyz, and merlinchain.io – on both monthly organic clicks and keyword footprint.
SEMrush comparison, trailing 3 months
RESULTS: DEVELOPER PORTAL
More relevant users, sharper intent.
A planned redirect strategy pulled down raw volume – but the traffic that remains converts on relevance, not brand recall.
Average position improved by 9 spots and CTR grew – despite fewer branded keywords in the mix. The redirect strategy is routing developers to better-suited destinations, like Get rBTC and RIF, rather than simply losing volume.
RESULTS: KOL & CAMPAIGN IMPACT
A quarter of compounding reach
KOL support for campaigns and airdrops drove visibility, clicks, and awareness across every Rootstock property.
KOL campaign views
KOL campaign views: peak month
Tracked engagements
RESULTS: SOCIAL LIFT
Growth beyond the target
Social growth wasn’t a direct campaign objective, but both Rootstock and RootstockCollective saw a meaningful follower lift across Q4 as a byproduct of campaign visibility and brand awareness work. Rootstock’s X following grew steadily through the quarter, while RootstockCollective’s monthly follower gains accelerated sharply through November and December – coinciding directly with the Airdrop campaign push.
