Web3 SEO: a complete guide to optimizing for the decentralized web
What is Web3 SEO?
Web3 SEO, or Web3 search engine optimization, increases the visibility of decentralized apps (dApps), blockchain projects, and NFT marketplaces on Google and other search engines.
Of course, that is if you do it right.
First of all, Web3 SEO’s approach is different from ranking on traditional search engines. We’ll dive deeper into this later on, but here’s a quick overview:
| Ranking factor | Traditional SEO | Web3 SEO |
| Where is it set up? | Hosted on single servers that ranking algorithms can easily crawl and index. | Spread across diverse blockchain networks, dApp stores, and NFT marketplaces. |
| How does it target relevant keywords? | Targets broader consumer keywords and queries. | Utilizes keyword research tools to target blockchain-specific terms related to NFTs, DeFi, and DAOs. |
| What other ranking signals should it aim for? | Relies more on content creation and white-hat link building. | Emphasizes on-chain activity, brand trust, and community engagement. |
According to Search Engine Journal, the internet is now embracing decentralization and blockchain technology. Traditional web is still here, but Web3 and crypto companies must adapt to the changes.
Moreover, Web3 projects are being launched left and right. If you don’t adapt now, you’ll be left behind.
Why Web3 changes the SEO landscape
Web3 is blazing its own trail in SEO marketing. Decentralization is at the center of it, but that’s not all.
If you want to foster engagement through SEO, you must know these important aspects about Web3:
- Web3 content might not be hosted on traditional domains. Since it is hosted on IPFS (InterPlanetary File System) or blockchain domains (.eth or.crypto), reaching your target audience might require a different approach.
- Web3 is shifting away from a Google-only search. This introduces new ranking factors that influence your organic traffic and online visibility. On-chain signals (tokenomics and smart contracts) and user engagement become more vital here. Plus, user behavior on social media platforms could also help you stay ahead and rank on the first page. That’s why Web3 projects work with social media advertising services to boost brand recognition.
- Web3 gives more control to users in protecting their privacy. In turn, this limits the data you can collect for advertising purposes. A prime example is third-party cookies, which might not be as impactful in doing SEO for Web3.
- Web3 prioritizes your active participation and reputation in the blockchain industry. Engaging a wider audience across multiple platforms is more important in Web3. This is what makes Web3 a dynamic landscape in the blockchain and crypto industry.
Make SEO work for your Web3 platform by adapting to these trends. You can also collaborate with blockchain and crypto SEO services to ensure that you’re in the right direction.
Key Web3 SEO ranking factors
Let’s take a deeper look at the unique factors that rank content for Web3 projects.
Decentralized search engines
Like we mentioned earlier, Web3 isn’t run through a central authority. Domains like .eth or .crypto differ from traditional domains (.com, .org, or .net).
As such, decentralized search engines like Presearch and Brave differ in analyzing search volume and rankings. It’s not enough that you have high-quality content and backlinks. Their algorithms might prioritize transparency and community engagement.
On-chain authority signals
Blockchain activity, including wallet transactions and NFT ownership, boosts a Web3 brand’s credibility. For a Web3 site to rank high on search results, it needs real usage from real audiences.
Community-driven trust
According to Cointelegraph, platform algorithms can detect fake interactions in a Web3 campaign. Engagements from bot accounts can negatively affect your SEO marketing efforts.
It’s best to invest in real engagements and discussions. Try to grow a loyal following on Discord and Telegram channels, as well as secure DAO (Decentralized Autonomous Organization) votes.
These community-driven engagements are essential in doing SEO for crypto, blockchain, and Web3 projects.
Smart contract indexing
A smart contract serves as a digital agreement for activities done in the Web3 ecosystem. Sending money, transferring an NFT, or owning digital assets requires the use of smart contracts.
As such, you also need to optimize the metadata for smart contracts. In a way, this is also a part of keyword optimization in Web3.
Ensure that you have a clear name and description for smart contracts. Placing the right keywords can help, but avoid overstuffing them.
Web3 SEO strategy
Here’s something to take note of: don’t forget the original principles of search engine optimization. For Web3 websites, you still create content to increase visibility on relevant results in search engines.
However, you’re not just targeting visibility on Google. You also want to build a community outside of it.
How can you balance the best of both worlds? Our SEO experts provided some valuable insights through this step-by-step guide. Check it out:
Step 1: Start with clear and realistic goals. Are you aiming for sales for your NFT products? Or do you need to attract engagement as a DeFi platform?
Step 2: Optimize titles, descriptions, and structured data on your blockchain domain. Secure ENS (Ethereum Name Service) or Unstoppable Domains, then connect it to a traditional website. This way, it’s easier for search engines to crawl and index your content.
Step 3: Improve content quality on both traditional and decentralized search. Create an informative blog post for traditional search algorithms, and optimize descriptions on marketplaces and dApp listings. It’s a challenge, but you can always work with content marketing agency services to streamline your SEO strategies.
Step 4: Share everything you can possibly share with your community. Don’t hold back. Participate in DAOs, collaborate with NFT-related artists, and build a following on community channels.
Step 5: Monitor your performance and readily adapt. Focus on metrics that align with your goals in Step 1. For example, track wallet sign-ins and form submissions if you’re aiming for revenue-generating activities.
For reference, here’s a sample strategy for a DeFi Flow project.
- Primary goal: Attract users and on-chain partners by building trust signals.
- Domain optimization: Secure a traditional domain (.com) and a blockchain domain (.eth).
- Hybrid content creation: Publish a blog post series on blockchain guides and case studies. Then, link to decentralized platforms like Mirror.xyz to get into decentralized SEO for Web3.
- Trust building: Hire a community manager to engage users in Discord and Telegram.
- Performance monitoring: Use a free analytics tool like Google Search Console to track keywords, search volume, and organic traffic.
If you’re planning to launch a cost-effective Google Ads campaign, you can collaborate with reliable PPC agency services. This way, you can ensure that you’re maximizing your ad spend.
On-page Web3 SEO best practices
Doing SEO for Web3 requires a hybrid approach, as you’re ranking for both traditional and decentralized platforms.
However, if you have a solid foundation in core on-page SEO principles, you’re at an advantage. You just have to do it, Web3 style. Take a look:
- Apply your metadata to the blockchain domain. You can use traditional keyword research to find the right keywords for your blockchain title and description.
- Leverage structured data on both platforms. Using schema markup (through generators like Schema.org) on Google can also positively impact your visibility on decentralized search. It’s particularly helpful for ranking on voice search, with conversational queries trending nowadays.
- Target long-tail keywords. Keyword research is key for optimizing content for SEO, even on decentralized platforms. But you have to be more specific this time. Instead of using generic terms like crypto or blockchain, attach more high-intent phrases. Keywords like “DeFi yield farming” or “Ethereum staking protocols” could be the foundation of your content rollout.
Off-page Web3 SEO strategies
Backlinks remain important in off-page Web3 SEO, but it’s community building that you must focus on.
- Don’t worry, you can still do traditional off-page SEO strategies like guest posts. Backlinks and guest posts remain relevant, but these should come through mentions on blockchain news sites, explorers, and dApps. For instance, earning verified backlinks on Etherscan contributes to brand trust.
- Social signals matter more in Web3. Getting mentions and engagements from social media channels like X and Reddit can highlight user engagement. You should also target links and mentions on Web3-native platforms such as Lens Protocol or Mirror.
- Build an active community. We know we’ve been mentioning community-building a lot, but that’s just how important it is in Web3. DAOs, Discord servers, and Telegram channels can improve your reputation.
Technical Web3 SEO considerations
Technical SEO is still vital for Web3 websites. But how is it different from technical SEO for traditional websites?
What should be your technical SEO approach on decentralized networks? Here are top-notch strategies you must consider:
- Optimize images and reduce scripts. Decentralized platforms may have improved now, but they still load more slowly compared to traditional servers. What you can do is to compress images on your websites and keep file sizes small on your digital assets. You can also cache these assets to ensure mobile responsiveness.
- Identify parallel technical aspects between Web2 and Web3 networks. Structured metadata, sitemaps, and security signals are essential in both traditional and decentralized platforms. Secure HTTPS certificates, create canonical tags, and prioritize mobile-first indexing.
Web3 SEO tools and analytics
You can utilize analytics tools when doing SEO for Web3 and other websites. These tools provide insights based on data, which is very important in Web3.
Knowing which tools to use could make a difference. Here are Web3-focused platforms that can help you out:
- Use built-in analytics on decentralized search platforms. Presearch and Brave offer built-in analytics dashboards free of use. You can track valuable metrics like impressions and engagements. Plus, Presearch also visualizes how many views and clicks your staked keywords are getting.
- Track your Web3 project’s activities through blockchain explorers. Consider Web3-native platforms like Etherscan, Polygonscan, Dune, and Nansen. These tools track blockchain-related activities, including unique wallets, transactions, and unlocked assets in your smart contract. Dune and Nansen also offer custom dashboards where you can prioritize KPIs like trading volume or token holders.
- Of course, you can still use traditional SEO tools. Google Analytics can track conversions from social channels, and Semrush is great for keyword research.
Challenges and opportunities in Web3 SEO
As you are now aware, Web3 presents unique challenges for SEO teams. Developing your product is one thing. Marketing it on both traditional and decentralized channels is another.
If you plan on doing SEO for your Web3 project, here are the challenges that you could encounter:
- Most people still use Google. According to Statista, Google still has an 89.62% market share in the global search engine industry. Decentralized search networks are still lagging in terms of users. That’s why it’s important to have the right strategies that target both Google and decentralized platforms.
- New ranking systems could emerge in the future. A ranking system that combines Artificial Intelligence (AI) and blockchain technology? You can count on that.
Expect another paradigm shift in Web3 SEO in the near future. That’s why you must get in the game now and establish a presence.
Future of SEO in the Web3 era
It’s difficult to predict exactly what the future holds for Web3 and other industries in this niche. Digital assets in crypto and blockchain are constantly evolving. The community’s pain points and interests are changing as well.
One thing’s for sure in Web3: your brand reputation matters. Community engagement, social mentions, and transparent on-chain activity are essential for Web3 websites.
It’s the reason why successful Web3 projects work with full-service search marketing agencies like Fortis Media. Our holistic approach to marketing is perfect for Web3 websites, increasing visibility on both traditional and decentralized search engines.
More importantly, we’ll assign a dedicated SEO expert to your website to properly streamline your strategies. We don’t want to leave any tables turned in future-proofing your Web3 project.
Contact us today to get a free, detailed Web3 SEO proposal. Don’t miss out!
FAQ
How does Web3 SEO differ from traditional SEO?
While they both share similar strategies, Web3 SEO puts more emphasis on blockchain-related factors, such as on-chain activity, community signals, and smart contract metadata. On the other hand, success in traditional SEO relies heavily on keyword research and link building.
What are the key ranking factors for Web3 SEO?
Community engagement, on-chain authority signals, and brand mentions are priority ranking factors in Web3 SEO. This niche places more value on how users engage in a Web3 project. As such, a Web3 website must establish a strong presence on both search engines and social media channels.
Why is SEO important for Web3 businesses?
Getting sustainable traffic and targeting relevant users are two of the most important benefits of Web3 SEO. Paid advertisements can provide immediate visibility, but they might not be sustainable in the long run. Doing Web3 SEO the right way can produce long-term success on both traditional and decentralized search networks.
How long does it take to see significant results from Web3 SEO?
Web3 SEO might take around four to six weeks before you see a significant increase in your keyword and search rankings. Just like traditional SEO, it takes some time for decentralized search engines to analyze and benchmark your content. A consistent content rollout can help ensure positive SEO results.
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