SlideShare a Scribd company logo
? 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
2
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
Working for Web3 companies since 2018:
3
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
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 5
Have you heard about Google? ?
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 6
Have you ever found a solution to a problem
using Google?
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 7
Do you think it would important for your
Web3 project to be found on Google when
users search for a solution you provide?
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 8
*Date October 2022
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 9
? From 0 to +36,000 clicks within 8 months ?
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 10
? From 0 to +24,000 click within 6 months ?
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 11
? From 0 to +80,000 clicks in 12 months ?
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 12
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.
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 13
Atlendis homepage + borrowing + lending
Gold?nch one-pager
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 14
Use cases pages still ranking and driving traffic 5 years later
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 15
Only the content you publish has the
chance of ranking.
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 16
Want to rank for many topics?
You need many landing pages: 1 per topic.
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 17
A landing page is a salesperson who never
sleeps.
Your landing page is your digital storefront,
your ?rst impression to potential
customers. ?
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 18
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/pro?t.
SEO = the cheapest customer acquisition channel.
Victoria Olsina: SEO Consultant & Speaker | Unleashing your organic growth
SEO IN 20 MINUTES
SEO 101:
19
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 20
“The best place to hide a dead body is page
two of Google.”
Victoria Olsina: SEO Consultant & Speaker | Unleashing your organic growth 21
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 22
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
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 23
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 ?rst ?ve search results on the
SERP
● 0.63% of searchers clicked on something from page two
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 24
SEO means + Users & Customers ??
● SEO is the second best converting source of traffic. The ?rst 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
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 25
The 3 components of SEO
EXTERNAL
LINKS
KEYWORDS
HOW THE
WEBSITE WAS
BUILT
Today we are
convering this:
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
On Page Optimisation:
Keywords & Content
26
26
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 27
The internet runs on keywords
● A keyword is generally a word or phrase that comprises a topic of
signi?cance.
● 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
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 28
Broad vs Long
Tail keywords
70% of searches are Long
Tail searches
“loans”
“crypto loans without collateral”
“crypto loans”
28
Victoria Olsina: SEO Consultant & Speaker
What you do is a keyword:
Every product/service page &
blogpost should be targeting a
different topic/keyword.
29
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 30
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 de?ned
by competitors’ benchmark)
● Images
● Keyword or LSI keyword (loans or ?nance)
On Page Optimisation:
30
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 31
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 32
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)
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
Title tag and meta description in SERPS:
33
Title tag (only visible
in Google Search
Results Page)
Meta description
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 34
Based on Data
When researching
keywords, we take four
key factors into account:
● Behaviour
● Demand
● Trends and
Opportunities
● Competitors Keywords
How do you ?nd your Keywords?
Keyword Research
34
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
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
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
Content without strategy is just
stuff.
SEO brings the data insights your
content strategy needs.
36
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 37
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
Victoria Olsina: SEO Consultant & Speaker 39
Victoria Olsina: SEO Consultant & Speaker 40
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
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
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
The issue with Web3 startup websites
42
42
Check my blog article about this topic
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 43
Gold?nch one-pager
Link to blog on a third
party website like
Medium/Mirror
Link to Docs on a
subdomain
Link to discord & X
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
Branded vs unbranded traffic
Example: gold?nch.?nance
44
● +95% of their organic traffic comes from
branded keywords.
● This means only the users who already
know gold?nch.?nance can ?nd them.
● The big opportunity relies on making
themselves “?ndable” to those who
don’t know about the brand by targeting
relevant keywords like “DeFi Lending”,
“DeFi Borrowing”, “crypto loans”, “High
yield staking”, etc.
Victoria Olsina: SEO Consultant & Speaker 45
Many topics per URL vs ONE topic per URL
Victoria Olsina: SEO Consultant & Speaker
One keyword per
topic/service/product/feature,
and page per keyword.
46
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
The issue with the marketing funnel
47
47
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 48
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 ?rst 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
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
1. Most web3 companies focus on Awareness but
these content it’s unlikely to ful?ll 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 pro?t. (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
Victoria Olsina: SEO Consultant & Speaker
Product oriented pages ?rst.
Educational content second.
50
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 speci?cally 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
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 52
Which brands do this well?
1) https://www.?reblocks.com/
2) https://www.hellobonsai.com/
3) https://ramp.com/
4) https://?lmora.wondershare.com/
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 53
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 54
Victoria Olsina: SEO Consultant & Speaker | Unleashing your organic growth 55
De?ning The Product Marketing Pillars
Homepage =
Core
proposition /
USP
Features
Competitors
Products
Personas
Use cases
Based on our product marketing
best practices, we’ve identi?ed 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.
Victoria Olsina: SEO Consultant & Speaker
I created a spreadsheet to help
you map out all the webpages
your website MVP should contain
[Download for free]
https://victoriaolsina.com/generator/
56
Victoria Olsina: SEO Consultant & Speaker 57
The AI SEO powered version
of the generator allows you
to programmatically create
the SEO friendly content for
all your commercial
webpages in minutes.
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
Ready to increase your organic
visibility 10x before the bull
market peaks?
58
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
? 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.
59
3 ways I can help you ?
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 60
Your Product is Fire?
SEO is Gasoline?
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
Thank you
hello@victoriaolsina.com
Linkedin | Twitter
https://calendly.com/victoria_olsina
https://victoriaolsina.com/
61
61
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
In the ideal world, every page
should be built with SEO in mind,
that’s why we use SEO Content
Briefs
62
62
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 63
Examples
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
? 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 ?nd & display. ?
64
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
1. You don’t know which your top keywords
are or don’t use them across the website.
65
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
“When I Google my company’s
name, we are ranking 1st”
?
66
Victoria Olsina: SEO Consultant & Speaker
Your brand is not a keyword to
optimise for.
“Home” is not a keyword.
67
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
2. Your website is a one-pager
68
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 69
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.
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
1. You don’t know which your top keywords
are or don’t use them across the website.
70
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 71
● 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.
2. Your website is a one-pager
Example: gold?nch.?nance
Gold?nch
one-pager
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 72
.
● In the case of Gold?nch, 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.
2. Your website is a one-pager
Example: gold?nch.?nance
Gold?nch
one-pager
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 73
Atlendis homepage + borrowing + lending
Gold?nch one-pager
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
3. You don’t have product/service/feature
pages.
74
Victoria Olsina: SEO Consultant & Speaker | Unleashing your organic growth 75
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
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 76
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”.
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
Your tagline is not your keyword,
what you do is your keyword.
77
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
Brand vs Keywords
78
? ?
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3
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 speci?c
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.
Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 80
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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How To Structure Your Web3 Website For Max Visibility In The Bull Market?

  • 1. ? 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
  • 2. 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 2
  • 3. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 Working for Web3 companies since 2018: 3
  • 4. 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
  • 5. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 5 Have you heard about Google? ?
  • 6. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 6 Have you ever found a solution to a problem using Google?
  • 7. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 7 Do you think it would important for your Web3 project to be found on Google when users search for a solution you provide?
  • 8. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 8 *Date October 2022
  • 9. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 9 ? From 0 to +36,000 clicks within 8 months ?
  • 10. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 10 ? From 0 to +24,000 click within 6 months ?
  • 11. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 11 ? From 0 to +80,000 clicks in 12 months ?
  • 12. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 12 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.
  • 13. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 13 Atlendis homepage + borrowing + lending Gold?nch one-pager
  • 14. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 14 Use cases pages still ranking and driving traffic 5 years later
  • 15. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 15 Only the content you publish has the chance of ranking.
  • 16. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 16 Want to rank for many topics? You need many landing pages: 1 per topic.
  • 17. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 17 A landing page is a salesperson who never sleeps. Your landing page is your digital storefront, your ?rst impression to potential customers. ?
  • 18. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 18 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/pro?t. SEO = the cheapest customer acquisition channel.
  • 19. Victoria Olsina: SEO Consultant & Speaker | Unleashing your organic growth SEO IN 20 MINUTES SEO 101: 19
  • 20. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 20 “The best place to hide a dead body is page two of Google.”
  • 21. Victoria Olsina: SEO Consultant & Speaker | Unleashing your organic growth 21
  • 22. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 22 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
  • 23. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 23 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 ?rst ?ve search results on the SERP ● 0.63% of searchers clicked on something from page two
  • 24. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 24 SEO means + Users & Customers ?? ● SEO is the second best converting source of traffic. The ?rst 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
  • 25. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 25 The 3 components of SEO EXTERNAL LINKS KEYWORDS HOW THE WEBSITE WAS BUILT Today we are convering this:
  • 26. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 On Page Optimisation: Keywords & Content 26 26
  • 27. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 27 The internet runs on keywords ● A keyword is generally a word or phrase that comprises a topic of signi?cance. ● 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
  • 28. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 28 Broad vs Long Tail keywords 70% of searches are Long Tail searches “loans” “crypto loans without collateral” “crypto loans” 28
  • 29. Victoria Olsina: SEO Consultant & Speaker What you do is a keyword: Every product/service page & blogpost should be targeting a different topic/keyword. 29
  • 30. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 30 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 de?ned by competitors’ benchmark) ● Images ● Keyword or LSI keyword (loans or ?nance) On Page Optimisation: 30
  • 31. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 31
  • 32. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 32 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)
  • 33. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 Title tag and meta description in SERPS: 33 Title tag (only visible in Google Search Results Page) Meta description
  • 34. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 34 Based on Data When researching keywords, we take four key factors into account: ● Behaviour ● Demand ● Trends and Opportunities ● Competitors Keywords How do you ?nd your Keywords? Keyword Research 34
  • 35. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 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
  • 36. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 Content without strategy is just stuff. SEO brings the data insights your content strategy needs. 36
  • 37. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 37 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.
  • 38. Victoria Olsina: SEO Consultant & Speaker 38 If your website was a physical shop, what would the sign on the front say? Brand Keywords
  • 39. Victoria Olsina: SEO Consultant & Speaker 39
  • 40. Victoria Olsina: SEO Consultant & Speaker 40
  • 41. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 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
  • 42. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 The issue with Web3 startup websites 42 42 Check my blog article about this topic
  • 43. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 43 Gold?nch one-pager Link to blog on a third party website like Medium/Mirror Link to Docs on a subdomain Link to discord & X
  • 44. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 Branded vs unbranded traffic Example: gold?nch.?nance 44 ● +95% of their organic traffic comes from branded keywords. ● This means only the users who already know gold?nch.?nance can ?nd them. ● The big opportunity relies on making themselves “?ndable” to those who don’t know about the brand by targeting relevant keywords like “DeFi Lending”, “DeFi Borrowing”, “crypto loans”, “High yield staking”, etc.
  • 45. Victoria Olsina: SEO Consultant & Speaker 45 Many topics per URL vs ONE topic per URL
  • 46. Victoria Olsina: SEO Consultant & Speaker One keyword per topic/service/product/feature, and page per keyword. 46
  • 47. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 The issue with the marketing funnel 47 47
  • 48. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 48 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 ?rst 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
  • 49. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 1. Most web3 companies focus on Awareness but these content it’s unlikely to ful?ll 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 pro?t. (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
  • 50. Victoria Olsina: SEO Consultant & Speaker Product oriented pages ?rst. Educational content second. 50
  • 51. 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 speci?cally 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
  • 52. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 52 Which brands do this well? 1) https://www.?reblocks.com/ 2) https://www.hellobonsai.com/ 3) https://ramp.com/ 4) https://?lmora.wondershare.com/
  • 53. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 53
  • 54. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 54
  • 55. Victoria Olsina: SEO Consultant & Speaker | Unleashing your organic growth 55 De?ning The Product Marketing Pillars Homepage = Core proposition / USP Features Competitors Products Personas Use cases Based on our product marketing best practices, we’ve identi?ed 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.
  • 56. Victoria Olsina: SEO Consultant & Speaker I created a spreadsheet to help you map out all the webpages your website MVP should contain [Download for free] https://victoriaolsina.com/generator/ 56
  • 57. Victoria Olsina: SEO Consultant & Speaker 57 The AI SEO powered version of the generator allows you to programmatically create the SEO friendly content for all your commercial webpages in minutes.
  • 58. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 Ready to increase your organic visibility 10x before the bull market peaks? 58
  • 59. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 ? 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. 59 3 ways I can help you ?
  • 60. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 60 Your Product is Fire? SEO is Gasoline?
  • 61. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 Thank you hello@victoriaolsina.com Linkedin | Twitter https://calendly.com/victoria_olsina https://victoriaolsina.com/ 61 61
  • 62. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 In the ideal world, every page should be built with SEO in mind, that’s why we use SEO Content Briefs 62 62
  • 63. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 63 Examples
  • 64. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 ? 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 ?nd & display. ? 64
  • 65. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 1. You don’t know which your top keywords are or don’t use them across the website. 65
  • 66. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 “When I Google my company’s name, we are ranking 1st” ? 66
  • 67. Victoria Olsina: SEO Consultant & Speaker Your brand is not a keyword to optimise for. “Home” is not a keyword. 67
  • 68. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 2. Your website is a one-pager 68
  • 69. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 69 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.
  • 70. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 1. You don’t know which your top keywords are or don’t use them across the website. 70
  • 71. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 71 ● 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. 2. Your website is a one-pager Example: gold?nch.?nance Gold?nch one-pager
  • 72. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 72 . ● In the case of Gold?nch, 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. 2. Your website is a one-pager Example: gold?nch.?nance Gold?nch one-pager
  • 73. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 73 Atlendis homepage + borrowing + lending Gold?nch one-pager
  • 74. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 3. You don’t have product/service/feature pages. 74
  • 75. Victoria Olsina: SEO Consultant & Speaker | Unleashing your organic growth 75 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
  • 76. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 76 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”.
  • 77. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 Your tagline is not your keyword, what you do is your keyword. 77
  • 78. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 Brand vs Keywords 78 ? ?
  • 79. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 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 speci?c 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.
  • 80. Victoria Olsina: SEO Consultant & Speaker | SEO for Web3 80 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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