SEO for Web3 Projects

SEO for Web3 Projects:
Grow your traffic 5x this year
without spending on ads
By Victoria Olsina

Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 2
In partnership with
Thirdwork is an on-demand talent platform, building vetted freelance teams
for the best web3 and crypto startups

Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
About me: Victoria Olsina
● SEO Consultant & Speaker specialised
in Web3 & Fintech
● 15+ years working in digital. Investing
in Crypto since 2017
Working for Web3 companies since
2018
Conference speaker: Brighton SEO,
SEMrush Webinars, Searchmetrics
Summit, Search London, SEO London,
etc.
Judge of the European Search Awards.
Victoria Olsina
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Web3 brands I have worked with:
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Imagine if you could rank #1 on Google
when your customers searched for a
solution you provide:

From 0 to +36,000 organic sessions within 8 months.

“The best place to hide
a dead body is page
two of Google.”
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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 9

SEO means +Traffic
● 93% of online experiences begin with a search engine
● 15% of all Google searches have never been searched before
● Over 2/3 of all organic clicks go to the ﬁrst ﬁve search results on the
SERP

SEO means +Business
● 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

Myth Busting: “My team knows SEO”
● My dev team knows SEO…
● My designer knows SEO…
● My content writer knows SEO…
● My growth team knows SEO…
None of them are
accountable for ranking your
website on Google and
delivering more organic visits.
None of them have been trained to understand how search engines
work: discover, index & display content. Nor do they keep abreast of
constant changes to the SERP, algorithm, etc.

Myth Busting: “My team knows SEO”
● Designing pages is not SEO.
● Fixing dev errors is not SEO.
● Adding Keywords is not SEO.
● Content is not SEO: Content might be what the users discover when
they search on Google for whatever it is they want, but the act of
writing content in itself is not SEO.

All of these are just one part of many that might ﬁt in
an SEO strategy.
SEO is the overarching process of optimising a site for
the USERS that will come from organic search.

Search Engine Marketing Basics
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– Search Engine Land
“Search engine marketing is the
process of gaining traffic and
visibility from search engines
through both unpaid and paid
efforts”

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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Search Engine Result Page (SERP)
AD (PPC/ADWORDS): Pay to be
here
1st Organic Position (SEO
DREAM): Work to be here

Unpaid vs Paid efforts
Unpaid Search Paid Search
• Ranks by being the most relevant
within ranking factors
• Ranks by having the money to pay
for it
• Organic Traffic • Paid Traffic
• More trustworthy • Ads/Advertising = Google Adwords
• Takes time and effort • Appear at the top of SERP instantly

Search Engine Optimisation (SEO)
● Which is the most relevant result for a query (keyword)?
○ Page Rank: 0 - 10.
○ The Google Algorithm is made of +200 factors.
○ The algorithm is constantly being self-updated by AI.

From queries
to intent

Search Engine Optimisation (SEO)
EXTERNAL
LINKS
KEYWORDS
HOW THE
WEBSITE WAS
BUILT

On Page Optimisation:
Keywords & Content
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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.

Your brand is not a keyword to optimise for.
“Home” is not a keyword.
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What you do is a keyword:
Every product and service you offer is a
keyword.
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vs
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Based on Data
When researching
keywords, we take four
key factors into account:
● Behaviour
● Demand
● Trends and
Opportunities
● Competitors Keywords
Keyword Research
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If your website was a physical shop, what
would the sign on the front say?
What would the inner aisles be called?
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How to ﬁnd the right keywords?
Free Resources
● Use Google / Google Autosuggest
● Check your competitor’s title (but they could have a bad title)
● 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.
● SEMRush (FREE scan)*
● 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.

1. Top Right - Organic Research
2. Check Top Organic Keywords
How to check what keywords you are ranking for?
Use: SEMrush (free 14 days trial)*
*This is an affiliate link. I may receive a commission from any
resulting sales from affiliate links.

Making content relevant to the user’s
searches. Keyword 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
On Page Optimisation:
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Title tag and meta description in SERPS:
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Title tag (only visible
in Google Search
Results Page)
Meta description

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 Minion Chrome Extension (free)

Content
● Making content relevant to the user’s searches.
● High quality, niche focused, relevant.
● Based on information from Keyword Research and the Content Gap Analysis, 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.
● How much content? Use SEMRush Writing Assistant to know how much to write.
● Or better…The best SEO Content Tool right now is SEOWind.
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*The links on this page are affiliate links. I may receive a
commission from any resulting sales from affiliate links.

Ensure Content Aligns
to Quality Guidelines
● Google & other search engines place
particular emphasis on any YMYL (Your
Money or Your Life) pages.
● As we are in a money realm, it’s pivotal
that our MC (main content) and SC
(subsidiary content) are aligned.
● E-E-A-T are crucial factors - highlight our
Experience, Expertise, Authority & Trust
through researched and well-optimised
content.
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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.
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Technical SEO:
How the website is built
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Technical SEO
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Ensuring content is
accessible &
understandable for
search engines.
Identifying & resolving
issues as they arise, such
as:
● Duplicate Content
● Inaccessibility
● Poor Internal Linking
● Broken Pages
● Slow Loading Pages
● Redirects &
Canonicals
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Site Architecture
• It helps Google
‘understand’ your site
• + crawlability
• + indexability
• + speed
• A logical structure
helps User Experience.
ONE TOPIC/PRODUCT/SERVICE PER PAGE
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An ideal internal linking
structure
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● Each page in
the top of a
pyramid should
link to its
subpages.
● And vice versa,
all the subpages
should link back
to the pages on
top of the
pyramid.
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Link juice: Internal links
From a High Authority
page
To a Low Authority page 46

Linking Homepage to Product/Services
Link to
DeFi Page
Link to
NFTs Page
Link to
Other Solutions
Page 47

● Using subdomains negatively affects
ranking.
● Every time you create a subdomain,
you split the SEO equity of the
original domain.
● Google treats each subdomain as a
new website: authority of the
original domain will not be passed
into the new subdomain.
● Overuse subdomains because many
times they don’t have a CMS
The overuse of subdomains kills SEO
Example: https://lido.fi/
Lido.fi has 25 subdomains 🤯
● https://operatorportal.lido.fi/
● https://dao-agreements.lido.fi/
● https://research.lido.fi/
● https://mainnet.lido.fi/
● Etc.

Another tragedy: one pager/custom CMS
vs a tried & tested solution
● 43% of the internet uses Wordpress but Web3 dev teams prefer overlook
this platform (and most platforms available on the market). This is also
best platform for SEO as most SEO tools integrate with it.
● Not having a CMS means you rely on 3rd party services to perform basic
functions such as hosting a blog.
● This is why so many Web3 blogs are hosted on Medium.
● If a non-dev can’t publish content easily - be suspicious.
● Not having a CMS is #1 enemy of any marketing team.

Not having a proper CMS causes
80% of the issues that Web3
websites have.
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Off page SEO: Link Building
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Backlinks are your online
reputation:
Who is talking about you and
how.
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Off page SEO:
Backlinks
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● Backlinks are all links from third party
websites that point to one website,
also known as a “backlink proﬁle”.
● High quality links can positively affect
a site’s backlink proﬁle, leading to
increases in ranking.
● Poor/toxic links can damage a site and
even incur penalties or devaluation
from Google.
● Quality over quantity
● Context
● It’s important to keep track of what’s going
on (and we do in our weekly reporting):
- Lost link monitoring
- Backlink analysis
- Link removals
- Penalty removals
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Not all backlinks are good
Regular backlink audits are part of the SEO process.
Quality not quantity!!!
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How to get backlinks?
● Useful content can receive backlinks from
other websites. Content such as statistics and
research articles.
● You can outreach to other websites to feature
a link to your website in one of their blog posts.
This often costs money.
● Pay for links (80% of backlinks are acquired
this way).
● Interviews, podcasts, webinars - ASK TO
INCLUDE A LINK TO YOUR WEBSITE.
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Link juice: Backlinks + Internal links
To a High Authority page
(Like a homepage)
To a Low Authority page
From external websites
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The best type of backlinks:
● Domains have .gov & .edu in URL.
● Anchor links: when an external
website links back to you using a
keyword.
● Don’t use “click here”, “learn
more”, use a keyword.
● It’s valid for internal links too!
Bonus Points
Use keywords in
links = Anchors
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Most Web3 projects we see have
a good Backlinks Proﬁles but
they lack keyword targeting and
a proper IA/structure.
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SERP Features
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Examples of SERP features
Featured Snippets
People Also Ask
FAQs
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Knowledge Card

SERP features optimisation: ConsenSys
Exponential increase in organic traffic: +50% Q on Q
First Featured
Snippet
appears

Top 5 SEO mistakes in Web3
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Check my blog article about this topic

You need SEO help if you…
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Error Fix
You don’t which keywords you want to rank for, or
those keywords aren’t present in the metadata.
Keyword research & metadata optimisation.
You don’t use a CMS. Keywords should be across all metadata.
Your website is a one-pager.
Good structure: one page per category and
product/service
Your content is spread across multiple subdomains
unnecessarily.
Google considers subdomains as new domains,
therefore the SEO equity is diluted across different
entities.
You primarily use a 3rd party platform like Medium or
Mirror for blogging.
What you publish on Medium – belongs to Medium.If
your content belongs to Medium, all the SEO equity
you could get from it with backlinks and mentions
does too.

Would you like me to do another
webinar just about the Top SEO
Mistakes in Web3?
Send “1” on the chat.
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● Sooner than later. The soonest you engage with SEO, the more
embedded it will be in the overall growth strategy.
● Before building/re-building/re-designing a new website.
● Before changing the CMS or scaling.
● Before launching a new content strategy/campaign.
● SEO can help you if you already have a website/campaign running
but best results come when you build with SEO in mind rather
than engaging SEO at the end of the process to ﬁx issues.
At what moment should you engage with a SEO expert?

At what moment should you engage with a SEO expert?

SEO case study: Notabene
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SEO Results for Notabene
(Compliance SaaS)
Top results for Notabene:
● 7 ﬁgures in SEO inﬂuenced revenue
(closed won deals that interacted with
SEO)
● “Book a Demo” leads increased by 12x
with organic search traffic making up
55% of leads.
● Organic traffic increased by 6.5x
● Non-branded traffic increased by 43x.
● Outranked the competitors (one of
them recently bought by Mastercard)
and improved the average position by
88%.
● Ranked 50 Featured Snippets.
Read the full case study
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Notabene Organic Traffic Growth
12x uplift in “Book a Demo”

“Crypto travel rule” from position 54 to 0
(Featured Snippet)
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We helped Notabene to increase non-branded traffic
increased by 43x in 16 months:

How do these results translate into SERP
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*Date October 2022
On average, it costs USD 40 per click*
for the ‘crypto travel rule’ keyword in
this position

Yearly ad cost savings for
top keywords is +100k.
By doing SEO they are
saving money.

OUR APPROACH
PROJECT BASED SEO
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It all starts with an SEO Snapshot
➔ Discovery & analysis report outlining the top 5 SEO improvements that will move the needle
in terms of organic traffic: what are they, why they matter, and how to implement them.
This includes:
● Where you are at vs your competitors
● Top 5 keywords to focus on
● Top 3 technical ﬁxes
● Branded vs Unbranded traffic
● 1 content brief for the top page: detailed SEO instructions on how to optimize
your top page
● 2 hours of consultation
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1. Knowing your keywords can help you deﬁne your product (SEMrush*&
SEO Minion)
2. Use your keywords in your content and in your metadata (SEOWind).
3. Create meaningful relationships within your content with internal links.
4. Ask for backlinks when you are featured in the media.
5. A CMS will make life easier for every team.
6. Use the minimum amount of subdomains as possible.
7. Be more than just a one-page website.
8. Posting on Medium only beneﬁts Medium, not you.
9. If you start SEO now, you are a step ahead of most of your competitors.
The top 9 things I want you to take away today:
*This is an affiliate link. I may receive a commission from any
resulting sales from affiliate links.

SEO is like going to the gym. It
takes at least 3 months to start
noticing results.
Start now! 💪

Ready to increase your organic
traffic 5x this year?
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➔ Follow me on Linkedin / Twitter / Web3 marketing
newsletter (Free)
➔ Buy my microcourse: The perfectly SEO optimized
Startup Homepage (Pre-launch for only $7)
➔ Book a SEO Snapshot for quick wins
➔ Take part in my Organic Growth Accelerator Programme
for explosive results (3 spots)
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4 ways I can help you:

Thank you
hello@victoriaolsina.com
Linkedin | Twitter
https://calendly.com/victoria_olsina
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