Author: daniel@footprint.network

Web3 SEO has the unique challenges of constantly targeting new and volatile keywords, which makes keyword research difficult. Furthermore, it will have emerged as a vertical after the development of AI writing tools, creating a large influx of thin content to compete with.

On the one hand, the traditional rules of SEO still apply, where everything depends on publishing readable, high-quality content, gaining backlinks (strategies mentioned below), optimizing on-page, and driving traffic.

On the other hand, Web3 search traffic is extremely volatile, just like the blockchain industry. Therefore, traditional keyword research, which relies on tools like Semrush and Ahrefs, doesn’t show all the possibilities.

Web3 moves fast and targets a relatively small number of people. These facts make keyword research for Web3 brands different than traditional tech companies.

Many terms that are in currency in Web3 circles gain significant search volume months later, or even during the next bull market.

Therefore, while brands usually conduct keyword research mostly in Semrush and Ahrefs, Web3 SEO specialists need to have their finger on the pulse of the industry and its active communities.

• Twitter Spaces

• Podcasts

• Events

For example, Mocaverse — despite being announced last December — already has 130 monthly global search volume (according to data from Semrush).

However, marketers who follow the industry and Animoca Brands would be able to predict that the NFT project would be major news in advance, pre-empting the surge in search volume.

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Second, there will be an influx of thin AI content targeting known keywords. Web3 companies will all compete for the SERP by publishing content quickly and easily. Web3 is also prime target for programmatic SEO, where brands can publish large amounts of content almost on autopilot — for example, reviews and explainers of all NFT collections, tokens, or blockchain games.

While it’s clear Google will not penalize AI-content for being generated, the old rules still apply. Content must show:

• Quality

• Reputable byline

• On-page optimization

• Backlinks

Most of the programmatic SEO content for Web3 will not garner much traffic due to the low number of people searching blockchain-related keywords. Therefore, SEO marketers must combine community-building practices like Twitter Spaces and Discord communities to drive initial traffic to new pieces.

As mentioned above, SEO marketers can also forecast future search topics by being part of the SEO world rather than attempting to assess search volume with tools.

This piece is contributed by the Footprint Analytics community.

The Footprint Community is a place where data and crypto enthusiasts worldwide help each other understand and gain insights about Web3, the metaverse, DeFi, GameFi, or any other area of the fledgling world of blockchain. Here you’ll find active, diverse voices supporting each other and driving the community forward.

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