In this presentation, Victoria Olsina: SEO expert specialized in blockhain, explore how this groundbreaking tech will affect search engines in the upcoming years. Originally presented at SEOfestiwal 2019 in Katowice, Poland. https://www.silesiasem.pl/festiwal-seo-2019-katowice

1. How Blockchain Will
Impact Search Engines
Victoria Olsina
SEOFestiwal 2019
#festiwalseo
1

2. Hello, I’m Victoria
● Born in the city of Che Guevara: Alta Gracia (Córdoba,
Argentina).
● SEO Manager at Consensys London.
● 9 years experience in SEO & Online Marketing.
● Markets: UK, Australia, New Zealand and Argentina.
● Watched Spice World in 1997 and decided to live in
London.
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3. Agenda:
1. Blockchain basics
2. Predictions
3. Challenges

4. Have you heard about Bitcoin?
It’s money online
4

5. Cryptocurrency vs blockchain
• Underlying technology of most
cryptocurrencies.
• Many blockchains are open source and
programmable allowing the development
of decentralized applications (Dapps).
• For example: Ethereum.
• It’s an asset class or token.
• You can buy/exchange value with them.
• A reward that members on a particular
blockchain get for performing valuable
tasks.
• +2,000. For example: Bitcoin
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6. 6

7. What is Blockchain
! A blockchain is a distributed ledger, in which all who choose
to participate in it have autonomy to access it.
! It’s like a spreadsheet any participant can access.
! Every participant has a copy of the spreadsheet and is
responsible for keeping it up to date. This is referred to as a
"node".
! The blockchain is maintained collaboratively.
! No single central authority maintaining the ledger, it’s
decentralised.
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8. Benefits of
blockchain
● Trustless system.
● All changes are recorded.
● No intermediaries nor
authority.
● Decentralised & collaborative.
● Extremely unlikely to be
hacked.
● Blockchain could be the
foundation of the next web:
Web 3.0
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9. More use cases: https://consensys.net/enterprise-ethereum/use-cases/
Who is using Blockchain right now?
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10. 10

11. Blockchain will disrupt the
Internet as we know it.
Welcome to the
Decentralised Web.
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12. How Blockchain Will Transform the Search
Marketing industry:
4 Predictions
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13. 1.Ad fraud prevention
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14. Prove you are not a robot
● Advertising fraud cost advertisers over $7 billion in 2016
● 50% of traffic is bots and fakes.
● Spammy comments and links
● A number of players — including Microsoft, the
Interactive Advertising Bureau (IAB) and DMA (in
partnership with MetaX) — are already working on
blockchain-based digital identification systems.
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15. Blockchain guarantees the validity of the clicks.
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16. New Schema Markups for blockchain
● Schema Markup for user ID profiles.
● Schema Markup for blockchain certificates
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17. ● Full details can be viewed on GitHub.
● The Public keys could be issued by a
browser such as Metamask or Brave, which
have incorporated crypto wallets.
● How do you know if the public key belongs
to a real person?
● Blockchain ID verification by uPort or 3Box .
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18. ● Schema Markup for
blockchain certificates
from REAL institutions (full
details can be viewed on
GitHub).
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19. What does this mean for you?
● Can you imagine your client’s website with 50% less
traffic?
● Less traffic but real people.
● New tags to certify IDs of people, companies and
institutions.

20. 2. The rise of data
sovereignty
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21. Personal data is the
new oil
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22. “At present, people are happy to give away their most valuable asset—
their personal data—in exchange for free email services and funny cat
videos.
It’s a bit like African and Native American tribes who unwittingly sold
entire countries to European imperialists in exchange for colorful beads
and cheap trinkets.”
― Yuval Noah Harari, 21 Lessons for the 21st Century
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24. 24

25. Blockchain can enable data-assetisation:
1. Choose the data what to share with uPort or 3Box for
example.
2. Sell your personal data. Ocean Protocol allows you to
monetise your own data.
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26. What does this mean for you?
● More power to the user, less power to the marketer.
● More expensive marketing?

27. 3. New monetisation models
focused on the user
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28. Pay for traffic vs Pay for content creation:
● Steemit: a social media platform where everyone gets
paid for creating and curating content.
● Dtube: Steemit + Youtube
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29. Incentivised actions:
● The ability to earn small amounts of cryptocurrency for
online activities can attract users to platforms where
contributions to the platform growth are rewarded.
● Basic attention token on Brave browser.
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30. What does this mean for you?
● Change of paradigm:
● Pay for traffic vs Pay for content creation
● Content will ACTUALLY be king and we might have to
pay users for that.

31. 4. Decrease in censorship
31

32. http://sahrzad.net/blog/internet-censorship-worldwide-2016/ 32

33. Censorship vs Decentralisation
● ISPs based on location vs decentralised P2P location
independent hosting:
○ IPFS
○ Substratum
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34. What does this mean for you?
● Server location has an impact on page loading time.
● Decentralised hosting should increase loading time.
● More traffic to websites that fit the following categories:
news outlets, LGBTQI+ content, sex, extremist views,
guns, etc.
● More traffic from countries with high levels of
censorship.

35. Summary:
1. Less traffic but real people.
2. People in control of their data.
3. New ways of making $.
4. Less government control of the Web.
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36. Challenges
36

37. Challenges
● Scalability
● Interoperability
● No mainstream adoption
● Bad UX/UI
● Bad SEO for Dapps and Blockchain related products/
services.
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38. 38

39. 39
Thanks!
You can follow me on Twitter but I don’t generally have
interesting things to say: @vykolsina

40. Appendix:
40

41. Blockchain for beginners
● Blockchain Basics ebook
● Blockchain: Foundations and Use Cases
● Ethereum for beginners
● Ethereum Dev Portal
● Download:
○ Browser with crypto wallet: Metamask / Brave
○ Blockchain ID management: Uport / 3BOX
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42. Further reading
● Data is the Oil of the Digital World
● Facebook's role in Brexit — and the threat to democracy
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