SEO Case: Promotion of a Marketing Agency for Web3 Projects
Web3 marketing agency
– Make the website more user-friendly
– Increase organic traffic in the US
Specializing in Blockchain PR, crypto marketing and Blockchain Marketing strategy development
February, 2020 - present
USA
Challenges of the project
About the project:
The client’s business specializes in B2B marketing, communications and design for fast-growing startups in fintech, SaaS, regtech, adtech and more. Scaling NFT, Metaverse, GameFi, Layer 1 / 2, Mining, DeFi, P2E, P2L, dApps and other blockchain-based projects.
The consulting firm turned to RegisTeam to improve the website and achieve top positions in Google search results, attracting organic traffic.
Project analytics
Based on the analyzed project data in Serpstat, the RegisTeam made several assumptions about the causes of low visibility:
Visibility 0: This indicates that the website is not keyword optimized and has no competitive link mass, which is important for search engine ranking.
Fifty organic keywords: The number of keywords is insufficient to reach the target audience extensively. You need to expand your keyword list and optimize your content according to user interests.
Non-essential traffic to the website. Lack of Search Engine Optimization: If the website is not optimized for search engines, it may not fit the ranking criteria set by search engine algorithms.
Distribution of keywords by position:
All queries are outside the top 50 in search results, this is due to a number of factors:
- Insufficient content optimization: Content on the website is not optimized for keywords and queries that are important to the target audience.
- Technical problems: Presence of technical problems on the website, such as slow loading speed, unoptimized meta tags and other errors.
- Competition: The niche is highly competitive, which means a more active SEO strategy is needed to outperform the competition.
- Content updating: content on the website is not updated regularly.
Team actions
Project Problematics:
- On the homepage, h1 is turnkey optimized with broad compliance:
Step 1: Semantics
Stages of semantic core collection and meta h1 optimization for the project:
1. Analyzation of the business and target audience:
- Studying the main goals of the business and its features.
- Identifying the target audience and their needs.
2. Keyword Research:
- Using tools such as Google Keyword Planner, SEMrush or Serpstat to research keywords related to the niche of the project.
- Analyzing competitors’ search terms.
3. Semantic core formation:
- Creating a list of main keywords related to the products, services, and subject matter of the website.
- Inclusion of complementary niche key phrases and synonyms.
4. Keyword clustering:
- Categorizing keywords according to the subject matter of the websites.
5. Optimization of meta h1:
- Selecting the main keywords or phrases for each page of the website. Integrating the selected keywords into the meta h1 so that the headings are informative, yet easy to read and look natural.
Gathering a semantic core and optimizing meta h1 is important for increasing the relevance of the websites and their successful ranking in search engines.
Project Problematics:
- Pages with insufficient content:
Step 2: Content Optimization
The quality of a website is judged by search engines on several parameters. One of them is the availability of content. Search engines do not rank pages with insufficient content, labeling them as uninformative and of little use to users. Content should match the keyword/query of the page, reveal the topic, solve the user query. Hence, if there is not enough of it, the page quality is rated as low.
Stages of textual optimization of the project based on the collected semantic core:
1. Creation of a unique content:
- Developing unique, informative and targeted texts for each page of the website.
- Using keywords and phrases in content in a natural way to ensure relevance.
2. Content structuring:
- Breaking the text into sections and subsections using headings (H1, H2, H3) for better readability and understanding of the content.
- Ensuring logical sequence and coherence of information.
3. Headline optimization:
- Incorporating selected keywords into headings (H1, H2, H3), keeping them natural and readable.
- Ensuring that each headline is unique.
4. Adding meta tags:
- Writing unique meta tags for each page, including a meta description that contains the main keywords and provides a brief description of the page’s content.
5. Use of semantically related words:
- Introducing semantically related words and phrases to expand the context of the page and emphasize its subject matter.
6. Image optimization:
- Assigning meaningful and optimized names to image files.
- Adding alt attributes using keywords for images.
Text optimization based on semantic core allows you to create content that not only satisfies search queries, but also provides valuable information to users, which ultimately helps improve search engine rankings.
Project Problematics:
- Uninformative rendition of the website:
Step 3: Implementation of structured data
Stages of implementing structured data, also known as micro-partitions:
1. Selection of the appropriate type of micro-partitions:
- Determining which types of micro-partitions are most appropriate for specific content on the current website (e.g. products, organizations, reviews, etc.).
2. Implementation of structured data on pages:
- Implementing micro-partitions directly into the HTML code of website pages.
Micro-partitions can be embedded in various elements such as headlines, text, images and even videos.
3. Adherence to marking standards:
- Utilizing appropriate micro-partitions schemes such as Schema.org to ensure compatibility with major search engines (Google, Bing, Yahoo, etc.).
4. Addition of information about the organization:
- Entering key information about the organization: name, address, phone number, hours of operation and logo using micro-partitions for “Organization”.
5. Partitions for reviews and ratings:
- Using micro-partitions to indicate reviews and ratings, which can help in attracting users’ attention in search results.
6. Test and verification of the partition correctness:
- Utilizing structured data validation tools provided by search engines (e.g., Google Rich Results Test) to ensure that the partitions are correct and complete.
Implementing micro-partitions helps search engines better understand your website’s content, which in turn can increase the chances of displaying rich results and improve user experience.
Step 4: Improvement of the user experience
RECOMMENDATION: Partner and employee cards have been implemented as separate pages. It is a sign of expertise for search engines, increasing their trust in the website. This is also an opportunity to get low-frequency traffic to the website by properly designing employee cards.
RECOMMENDATION: Increase the number of pages by updating the website regularly and adding new subsections and pages describing new services.
An example of extending the services pages for an ongoing project:
An example of an elaborated structure of additional services for a project:
| Service | Short Description |
| Strategy Development | The development of strategy includes defining objectives, tactical approaches, and steps to achieve success in alignment with business goals. |
| Pitch Deck Development | Creation of an effective presentation describing key aspects of a project or business to attract investment, partners or customers. |
| Token / Project / Product Launch | Planning and execution of a successful token, project or product launch to market with maximum efficiency and attention to detail. |
| Lead Generation | Development of strategies and methods of attracting potential clients in order to form a base of leads for further work. |
| Social Media | Management and development of social media accounts to enhance the brand, engage audiences and spread the word about the product or service. |
| KOLs/Influencers | Engagement with key opinions and influencers to increase brand visibility and credibility. |
| Demand Generation | Creation and stimulation of demand for a product or service among the target audience. |
| Thought Leadership | Establishment of an authoritative leadership status in the industry by creating and disseminating information that supports the brand’s expert opinion. |
| Public Relations | Organization and maintenance of public relations to manage reputation, interaction with media and creation of positive brand perception. |
| Engagement Campaigns | Development and launch of campaigns to engage audiences, customers and partners in activities that support business objectives. |
| Content Development | Creation of unique and targeted content, including articles, videos, blogs and other formats, to capture audience attention and strengthen brand positioning. |
| Digital Ads | Planning and launch of advertising campaigns in digital channels to expand audience reach and attract new customers. |
| Brand Development | Work on brand development including defining values, creating a recognizable style, building an image and maintaining unity in communication. |
| Templates Design | Creation of templates for various purposes such as presentations, documents and other branding elements to ensure a uniform and professional look. |
| Illustrations Design | Design and creation of illustrations that emphasize brand style and enrich the visual experience of users. |
| UX/UI Design | Work on user interface (UI) and user experience (UX) design to ensure that interactions with the product are usable, attractive and effective. |
| Web Design / Optimization | Creation and optimization of a website with best design and SEO practices to achieve optimal performance and user experience. |
| White Paper Design | Development of designs for white papers and other documents that provide detailed information about a product, technology, or project. |
| Pitch Deck Design | Formation of presentations (pitch decks) with consideration of design and visual elements to attract the attention of investors and partners. |
| Logo Motion | Creation of animations for the logo, addition of dynamism and uniqueness to the brand. |
Creating pages like this provides an increase in organic traffic:
RECOMMENDATION: Blogging is a great idea for working out information requests and getting traffic to the website. Therefore, our team developed a content strategy based on analyzing the traffic-generating topics of the niche leaders.
The following was additionally worked on on the informational articles:
- comments under content and articles (this is a positive signal for search engines);
- micro-partitions;
- block that returns the user to the main services page;
- block “similar articles” (to speed up re-indexing);
- implemented the author’s micro-partitions.
RECOMMENDATION: The portfolio for the project was implemented as a separate category: this helped in decision making for potential clients, and provided additional traffic to the website. As each project-case from the portfolio category was implemented with a separate project card with text and image optimization.
Example implementation:
Example of a case card with a description:
Results
Increased website visibility:
Growth in the dynamics of website visibility by queries:
Growing traffic dynamics:
Summary
Our experience has confirmed that achieving traffic growth and improving positions in Google search engine is always possible, even in a highly competitive field, with minimal budget expenditures. Effectiveness depends on the approach to SEO optimization and whether the strategy is properly designed.
Competent use of such optimization methods as setting up traffic on commercial queries and keywords of medium and high frequency allowed to significantly improve the position of the website in a highly competitive field, raising it to a qualitatively new level.
*Only information that is within the parameters approved under a Non-Disclosure Agreement (NDA) between the parties is disclosed within the scope of this case
