How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀

🚀 How To Structure Your Web3
Website For Max Visibility In The
Bull Market 🚀
Victoria Olsina
https://victoriaolsina.com/
https://www.linkedin.com/in/victoriaolsina/
https://twitter.com/victoria_olsina

Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
Victoria Olsina:
15+ years working in digital. Investing in
Crypto since 2017.
Mentor at Outlier Ventures.
Guest speaker at ConsenSys Startup
Program.
Conference speaker: SEMrush Webinars,
Brighton SEO, Searchmetrics Summit, etc.
Judge of the European Search Awards.
Featured in the book “SEO in 2024".
Victoria Olsina
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Working for Web3 companies since 2018:
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Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 4
Today’s session:
1. 25 minutes of theory
2. 25 minutes of implementation
3. 5 minutes of questions

Have you heard about Google? 🔎

Have you ever found a solution to a problem
using Google?

Do you think it would important for your
Web3 project to be found on Google when
users search for a solution you provide?

*Date October 2022

🔥 From 0 to +36,000 clicks within 8 months 🔥

🔥 From 0 to +24,000 click within 6 months 🔥

🔥 From 0 to +80,000 clicks in 12 months 🔥

How did we achieve those results?
1) We built a landing page per topic (we will do this
today)
2) We SEO optimised those landing pages to match
the most searched keyword matching that topic.

Atlendis homepage + borrowing + lending
Goldﬁnch one-pager

Use cases pages still ranking and driving traffic 5 years later

Only the content you publish has the
chance of ranking.

Want to rank for many topics?
You need many landing pages: 1 per topic.

A landing page is a salesperson who never
sleeps.
Your landing page is your digital storefront,
your ﬁrst impression to potential
customers. 🔎

SEO is oldest online marketing channel that no
Web3 marketing agency will offer you.
SEO it’s not cool, but it works.
It doesn’t deliver followers.
It delivers new users/leads/revenue/proﬁt.
SEO = the cheapest customer acquisition channel.

Victoria Olsina: SEO Consultant & Speaker | Unleashing your organic growth
SEO IN 20 MINUTES
SEO 101:
19

“The best place to hide a dead body is page
two of Google.”

Victoria Olsina: SEO Consultant & Speaker | Unleashing your organic growth 21

Why is it important to be
on the top of SERPs?
Better Rankings
=
More Visibility
=
More Business
The #1 Result In Google Gets 27.6% of All Clicks
Source: https://backlinko.com/google-ctr-stats 22

SEO means +Traffic 📊📈
● 93% of online experiences begin with a search engine
● 15% of the daily Google searches have never been searched before
● 66% of all organic clicks go to the ﬁrst ﬁve search results on the
SERP
● 0.63% of searchers clicked on something from page two

SEO means + Users & Customers 😃👍
● SEO is the second best converting source of traffic. The ﬁrst one is
email marketing (but your customers have to be on your list FIRST)
● SEO is the main source of traffic and leads for all my clients

The 3 components of SEO
EXTERNAL
LINKS
KEYWORDS
HOW THE
WEBSITE WAS
BUILT
Today we are
convering this:

On Page Optimisation:
Keywords & Content
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The internet runs on keywords
● A keyword is generally a word or phrase that comprises a topic of
signiﬁcance.
● Searchers use keywords as a way to identify and verbalise a problem
or topic.
● Keywords help search engines understand the purpose of your page.
● Each page should target one keyword/topic.
● Keyword example: crypto loans without collateral

Broad vs Long
Tail keywords
70% of searches are Long
Tail searches
“loans”
“crypto loans without collateral”
“crypto loans”
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Victoria Olsina: SEO Consultant & Speaker
What you do is a keyword:
Every product/service page &
blogpost should be targeting a
different topic/keyword.
29

Making content relevant to the user’s
searches. Keywords should be
present in:
● The URL
● The Title tag (max 70 characters)
● Meta description (max 160 characters)
● H1s & Headings
● Body (original content + # of words deﬁned
by competitors’ benchmark)
● Images
● Keyword or LSI keyword (loans or ﬁnance)
On Page Optimisation:
30

1. Click on the extension icon
2. Chose Analize On-Page SEO
3. Check the keywords that
make up the Title,
Descriptions & Headings
How to check what keywords you web pages are optimised
for? Checking the webpage metadata
Use: SEO Detailed Extension (free)

Title tag and meta description in SERPS:
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Title tag (only visible
in Google Search
Results Page)
Meta description

Based on Data
When researching
keywords, we take four
key factors into account:
● Behaviour
● Demand
● Trends and
Opportunities
● Competitors Keywords
How do you ﬁnd your Keywords?
Keyword Research
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Most of my Web3 clients have a content
team, which has never done a keyword
research before.
They write based on what they think is
good.
With SEO you can write based on data
insights.
35

Content without strategy is just
stuff.
SEO brings the data insights your
content strategy needs.
36

Keyword research resources:
● Use Google / Google Autosuggest
● Check your competitor’s title (but they could have a bad title)
● SEMRush (FREE scan)*
● Google Trends : Seasonal trends
● Answer the Public: Questions
● Keywords Everywhere: Chrome Extension
● LSI Graph: Semantically related keywords linked to a main keyword, great for context.
● SEO Moz (FREE scan)
● AHrefs (FREE scan)
● Google Keyword Planner (FREE, part of Google Adwords platform)
Based on volume and
competition
*This is an affiliate link. I may receive a commission from any resulting sales from affiliate links.

Victoria Olsina: SEO Consultant & Speaker 38
If your website
was a physical
shop, what
would the sign
on the front
say?
Brand
Keywords

What about AI content?
● You still need a strategy for AI generated content.
● AI is great to improve the quantity of content production and it’s
outstanding when that content has a unique point of view or
perspective.
● The question is: Are you adding value?
● Google said that they didn’t care if the content is generated by AI
or not - as long as it is useful!
41

The issue with Web3 startup websites
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Check my blog article about this topic

Link to blog on a third
party website like
Medium/Mirror
Link to Docs on a
subdomain
Link to discord & X

Branded vs unbranded traffic
Example: goldfinch.finance
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● +95% of their organic traffic comes from
branded keywords.
● This means only the users who already
know goldfinch.finance can find them.
● The big opportunity relies on making
themselves “findable” to those who
don’t know about the brand by targeting
relevant keywords like “DeFi Lending”,
“DeFi Borrowing”, “crypto loans”, “High
yield staking”, etc.

Many topics per URL vs ONE topic per URL

One keyword per
topic/service/product/feature,
and page per keyword.
46

The issue with the marketing funnel
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SEO & the Marketing Funnel The majority of content that X has
created is blog content served on a
subdomain - which is considered
informational content.
Examples:
● “Bootstrapping event contribution
guide”
● “My ﬁrst wallet crypto wallets for
beginners”
There are 123 blog articles.
The new content should target
commercial and transactional intent.
Examples:
● Blockchain Automation
● DeFi automation
● Crypto recurring payment
● NFT automation

1. Most web3 companies focus on Awareness but
these content it’s unlikely to fulﬁll commercial
objectives besides traffic increase.
2. Shift Focus to Conversion: Start with a strong
foundation of Commercial & Transactional
content that directly drives users, leads,
revenue, and proﬁt. (20% of content)
3. Support with Education: Leverage educational
content to onboard users, build topical
authority, and support the conversion content
(80%).
49
A pyramid, not a funnel:
A SaaS approach to Web3 Content
Use cases, target
markets, personas,
industries

Product oriented pages ﬁrst.
Educational content second.
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Victoria Olsina: SEO Consultant & Speaker | Unleashing your organic growth
Product-Led SEO
1. Combines SEO and product
development.
2. Focuses on creating a valuable
product speciﬁcally tailored to users'
needs.
3. Instead of creating content solely
based on keyword research, the
emphasis is on telling a story about a
product that users genuinely desire.
51

Which brands do this well?
1) https://www.ﬁreblocks.com/
2) https://www.hellobonsai.com/
3) https://ramp.com/
4) https://ﬁlmora.wondershare.com/

Deﬁning The Product Marketing Pillars
Homepage =
Core
proposition /
USP
Features
Competitors
Products
Personas
Use cases
Based on our product marketing
best practices, we’ve identiﬁed over
5 potential content pillars to build
content and promote assets around.
1. Products
2. Personas
3. Features
4. Use cases
5. Competitors
After this content is published, we
can move to top of the funnel
content.

I created a spreadsheet to help
you map out all the webpages
your website MVP should contain
[Download for free]
https://victoriaolsina.com/generator/
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The AI SEO powered version
of the generator allows you
to programmatically create
the SEO friendly content for
all your commercial
webpages in minutes.

Ready to increase your organic
visibility 10x before the bull
market peaks?
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➔ Follow me on Linkedin / Twitter for
daily SEO tips
➔ Download my product-led website
content generator for Web3 for FREE.
➔ Done For You services: Book a call
➔ Web3 marketing group coaching:
Limited spaces, register your interest.
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3 ways I can help you 󰛛

Your Product is Fire🔥
SEO is Gasoline⛽

Thank you
hello@victoriaolsina.com
Linkedin | Twitter
https://calendly.com/victoria_olsina
https://victoriaolsina.com/
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In the ideal world, every page
should be built with SEO in mind,
that’s why we use SEO Content
Briefs
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Examples

💀 The lack of keyword targeting
is the top SEO mistake in Web3.
Everyone talks about their
brand, nobody mentions what
they do in a way that is easy for
Google to ﬁnd & display. 💀
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1. You don’t know which your top keywords
are or don’t use them across the website.
65

“When I Google my company’s
name, we are ranking 1st”
🫠
66

Your brand is not a keyword to
optimise for.
“Home” is not a keyword.
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2. Your website is a one-pager
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Top 5 SEO Mistakes:
1. Your website is a one-pager.
2. You don’t have product/service/feature pages.
3. You don’t know which your top keywords are or don’t use them
across the website.

1. You don’t know which your top keywords
are or don’t use them across the website.
70

● It’s common practice in Web3 to have a domain made just by
a homepage that jams all of the information about
product/services into one place.
● The Golden Rule is one keyword per page and one page per
topic.
● If you offer 3 products or services, then have one page for
each of them.
Goldﬁnch
one-pager

.
● In the case of Goldﬁnch, they should have at least a
homepage, page for borrowing and one for lending.
● Another reason to avoid the one-pager is that your business
will hopefully expand.
● Your one-pager will need to scale from 1 to many pages. This
simply cannot be achieved in a sustainable way without a
CMS.
Goldﬁnch
one-pager

Atlendis homepage + borrowing + lending

3. You don’t have product/service/feature
pages.
74

Fleshing Out Topics Within Your Pillars
Chainlens
Features Competitors
Products Personas Use cases
What is a blockchain
explorer
onchain data
analysis
Blockchain wallet
search
Ethereum Wallet
Lookup
Ethereum Scan
What is an NFT
explorer
NFT data analytics
NFT API data
What is a Web3
explorer
What is a token
explorer
What is an ethereum
explorer
Commercial
Informational

Don’t use “emotive brand” language:
Tell me what you actually do.
You don’t sell:
❌ “Unleashing the power of Ethereum”
❌ “Unlock Web3”
❌ “Now everyone can create Videos”.
You sell:
💪 “Enterprise Blockchain Dev”
💪 “Uncollateralised crypto loans”
💪 “UGC video creation tool”.

Your tagline is not your keyword,
what you do is your keyword.
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Brand vs Keywords
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❌ ✅

Content for Landing pages
● Making content relevant to the user’s searches.
● High quality, niche focused, relevant.
● Based on information from Keyword Research, we can
create/update/repurpose onsite content, to target users for speciﬁc
searches.
● Write original valuable content, don’t copy, it’s considered duplicate
content.
● Incorporate SEO insights into the content brief, so your writers know
what keywords to use.
79
*The links on this page are affiliate links. I may receive a
commission from any resulting sales from affiliate links.

1. Top Right - Organic Research
2. Check Top Organic Keywords
How to check what keywords you are ranking for?
Use: SEMrush*
*This is an affiliate link. I may receive a commission from any
resulting sales from affiliate links.

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