I find the crypto space fascinating from a marketing perspective. Not because I’m particularly invested in crypto itself – I’m pretty neutral on the technology – but because it creates such unique marketing challenges.
The industry sits at this weird crossroads. On one side, you’ve got die-hard believers who live and breathe blockchain. On the other, complete sceptics who think the whole thing’s a bit dodgy. Try finding another industry with that level of polarisation! This divide creates marketing dynamics you just don’t see elsewhere.
What makes crypto particularly interesting from an SEO perspective is the advertising limitations. While Google has relaxed some restrictions, crypto companies still face major hurdles with paid promotion. This makes organic visibility not just helpful but often essential for sustainable growth.
When I take on crypto clients, I notice something surprising. Many have brilliant technical teams building genuinely innovative products, but their websites look like they were thrown together as an afterthought. Basic SEO foundations missing. Content that speaks only to insiders. Technical issues that undermine trust.
This gap between product quality and marketing execution creates a massive opportunity. If you can get the fundamentals right while your competitors are still focused exclusively on Telegram and Discord communities, you can establish serious organic advantages.
Let’s talk about what actually works for crypto SEO in 2025, based on what I’ve seen in the market.
Cryptocurrency projects face some unique challenges when it comes to search visibility.
Crypto has a trust problem, and there’s no point pretending otherwise. After years of scams, hacks, and wild market swings, potential users approach crypto with caution. And honestly, they should.
This trust deficit fundamentally changes how search works for crypto brands. In most industries, ranking well gives you automatic credibility. In crypto, ranking just gets you in the door. People who find you will still scrutinise your site for signals of legitimacy before taking any action.
Your website needs to clearly show security measures, the real people behind the project, and transparent information about how everything works. Without these trust elements, even top rankings won’t convert visitors into users.
I see this play out all the time. Projects spend months climbing the rankings for valuable terms, then wonder why traffic doesn’t convert. It’s almost always a trust issue. The sites that succeed understand that being found is just the first step – convincing people to take action is where the real challenge lies.
Another challenge is the knowledge gap between different segments of your audience. How do you speak to both crypto natives and complete beginners without alienating either?
Crypto enthusiasts search for terms like “non-custodial wallet” and “liquidity pool” and understand exactly what they mean. Newcomers search for “what is cryptocurrency” and would be completely lost in technical jargon. Yet many crypto projects need to attract both to succeed.
This creates a content challenge. Focus too heavily on beginner content, and you’ll seem unsophisticated to crypto natives who might be your best customers. Use too much technical jargon, and newcomers will bounce immediately.
Many crypto projects get this wrong. They either talk exclusively to technical users (limiting their growth) or water everything down so much that it fails to resonate with the enthusiasts who drive adoption. Finding the right balance makes all the difference.
Creating clear navigation paths for different knowledge levels works well. Your homepage might use accessible language, then offer distinct pathways for “New to crypto?” and “Experienced users” that lead to appropriately pitched content.
The UK regulatory landscape for crypto marketing gets messier every year. The Financial Conduct Authority now classifies most crypto assets as “Restricted Mass Market Investments,” with real implications for your content.
This affects what you can say and how you say it. You need risk warnings. You can’t make certain claims about benefits or returns. You can’t offer incentives like sign-up bonuses in many cases.
I see companies approach this in one of two problematic ways:
There’s a better approach. By thoughtfully integrating compliance elements into your content, you can satisfy regulations while maintaining a good user experience. Context-appropriate risk information that flows naturally within content works better than giant warning boxes that scream “DON’T TRUST US!”
These regulations also create geographic targeting complexities. You might need different content approaches for different regions, adding another layer to your SEO strategy.
While advertising limitations create challenges for crypto marketing overall, they actually benefit those investing in organic search. With many competitors unable to simply buy their way to the top, there’s more opportunity for strategic SEO to deliver results.
This means organic search often becomes the primary driver of qualified traffic and new user acquisition for crypto projects. Without the ability to rely on paid channels, they must invest in sustainable organic growth strategies.
The projects that understand this dynamic often see tremendous results from their SEO efforts. While competitors struggle with advertising limitations or focus exclusively on community channels, these brands build visibility that continues to drive results over time.
Google looks at Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) when evaluating content quality. For most websites, this is important. For crypto websites, it’s non-negotiable.
That’s because financial products fall under what Google calls “Your Money or Your Life” (YMYL) content – topics that could significantly impact someone’s wellbeing or financial stability. YMYL content gets held to higher standards because bad information could have real consequences.
Google wants to see that you’ve actually used, built, or worked with the technologies you’re describing – not just theorising about them.
Case studies work brilliantly for this. Show how your technology works in real situations, with specific challenges and results, not just generic success stories. Real user stories also help – not polished testimonials, but genuine accounts of how people use your product.
Transparency about your platform’s performance, security measures, or user adoption gives another strong signal of experience. This might include transaction volumes (anonymised as needed), security incident responses, or user growth.
Crypto users can spot marketing fluff from a mile away. They value honest discussion of both successes and challenges, and insights that could only come from actual experience.
Given the technical complexity of crypto and its YMYL classification, Google wants clear evidence that your information comes from genuine experts.
Make sure people with verifiable blockchain knowledge create or review your content. Add author bios with relevant credentials and experience. For technical content, get input from developers or security experts. Even small factual errors can destroy credibility in this space.
Don’t try to cover everything superficially. In-depth exploration of specific topics shows deeper expertise than brief overviews. When making technical claims, link to reputable sources to show you’re engaged with the broader knowledge ecosystem.
Authority comes from recognition by others in your space. It’s about becoming a trusted source within the crypto ecosystem.
Coverage in respected publications helps tremendously. When established crypto sites, financial media, or tech publications mention your project positively, it signals credibility to both users and search engines.
Industry participation builds authority through visibility. Speaking at events, joining panel discussions, and contributing to important conversations puts your brand on the map. These activities generate mentions and links that boost authority signals.
Authority builds gradually through consistent presence and contribution. It’s not a quick win, but the cumulative effect creates a strong foundation for everything else.
In an industry known for scams and security issues, trust signals can make or break your SEO success.
Transparent team information tops the list. Users want to know who’s behind a project before committing funds or data. Anonymous teams face an uphill battle with both Google and users. Show real identities with verifiable backgrounds for key team members.
Security practices need clear explanation. Don’t just claim “bank-level security” – explain specifically what security measures you implement and how they work. Third-party audits or certifications provide external validation.
Accessible support shows that real people stand behind the project. Make contact information visible and offer multiple support channels. Projects that hide behind generic contact forms immediately raise red flags.
Honest communication about risks demonstrates integrity. Acknowledge the inherent risks of cryptocurrency rather than making unrealistic promises. This transparency builds more sustainable trust than overblown claims.
Standard keyword research falls short in crypto. The unique terminology, divided audience, and rapid evolution of the technology require a different approach.
In crypto SEO, search intent matters far more than raw search volume. A term like “cryptocurrency” might have enormous search volume but attract mostly casual browsers rather than potential users.
I prefer targeting high-intent keywords that signal specific needs. Problem-solving terms like “secure crypto wallet” or “prevent bitcoin scams” show people looking for solutions. Comparison searches like “hardware vs software wallet” indicate users approaching a decision. Feature-specific queries like “exchange with GBP deposits” reveal people looking for particular functionality.
These terms might have lower volume than broader keywords, but they often convert dramatically better. They typically face less competition, making them accessible targets for newer projects. Build visibility for these specific terms first, then expand to more competitive keywords over time.
The motivation behind searches varies widely in crypto. Some users research investments, others seek security information, many try to understand how technologies work, and some need to solve specific problems. The same keyword can have different intent depending on context.
The crypto space overflows with specialised terminology that creates both challenges and opportunities for SEO.
Technical audiences search for specific terms like “non-custodial wallet,” “yield farming,” or “layer 2 scaling.” Mainstream audiences search for descriptive phrases like “wallet where I control my keys,” “earning interest on crypto,” or “faster and cheaper transactions.” They’re looking for the same information but express it differently.
Creating content that addresses both versions allows you to capture different audience segments. A technical guide on “yield farming strategies” can link to a more accessible explanation of “how to earn interest on your cryptocurrency,” building pathways between knowledge levels.
I find it helpful to map technical terms to their accessible equivalents. This reveals content opportunities you might otherwise miss and ensures you’re not excluding potential audience segments.
Crypto terminology evolves rapidly as new technologies emerge. Terms like “NFT” or “DeFi” barely existed in search a few years ago but now represent significant volume. Stay tuned to community discussions to spot emerging terms early.
For UK-focused crypto projects, several regional patterns stand out.
Payment methods appear frequently in UK searches. Terms like “buy Bitcoin with Faster Payments” or “crypto exchange that accepts GBP” show users looking for UK-specific options. These searches often have high intent and convert well.
Regulatory concerns show up in searches like “FCA registered crypto exchange” or “UK compliant cryptocurrency” – indicating users worried about legal status. As awareness of crypto regulations increases, these terms become more valuable.
Tax questions dominate certain search clusters. Terms like “HMRC crypto tax rules” or “capital gains on cryptocurrency UK” reveal users seeking UK-specific guidance. Content addressing these topics attracts users at critical decision points.
UK users also use slightly different terminology compared to US or international audiences. Small differences like “trading pairs” instead of “markets” can influence search matching. Writing with these UK-specific language patterns improves relevance for local audiences.
Content strategy in the crypto space requires balancing education, trust-building, and conversion elements. This balance looks different than in most other industries.
I use a simple matrix to plan crypto content, with knowledge level on one axis and intent on the other. This helps ensure I’m covering all the bases for different audience segments.
Beginner + Educational content forms the foundation. This includes basic explainers that use accessible language, avoid unnecessary jargon, and provide clear analogies for newcomers. This content attracts high traffic but low immediate conversion. Its value comes from introducing users to your brand early in their journey.
Beginner + Transactional content bridges understanding and action. This includes straightforward guides like “How to buy your first Bitcoin” that maintain accessible language while providing clear steps for taking action. It often serves as a critical conversion point for newcomers.
Advanced + Educational content demonstrates expertise to knowledgeable audiences. Technical deep dives and analysis pieces can use appropriate terminology and assume foundational knowledge. This content builds credibility with sophisticated users and positions you as a thought leader.
Advanced + Transactional content helps experienced users make specific decisions. Detailed comparisons and implementation guides combine technical depth with practical guidance toward specific actions. This content often drives high-value conversions from knowledgeable users.
Most crypto projects I see have major gaps in this matrix. They usually focus on advanced educational content while neglecting beginner-friendly transactional material. This creates opportunities for brands that cover the full spectrum of user needs.
Certain content formats consistently outperform others for cryptocurrency projects.
Interactive tools provide immediate value while showcasing technical capability. Calculators for estimating staking rewards, portfolio trackers, or security checkers give users something useful while establishing your technical credibility. These tools also attract links naturally and generate leads effectively.
Comparison content helps users navigate complex choices. Direct comparisons between options build trust by acknowledging that users have choices. This transparency particularly resonates in crypto, where users are wary of exaggerated claims.
Step-by-step tutorials break down complex processes into manageable actions. Detailed walkthroughs of processes like wallet setup help users overcome technical hurdles that often prevent adoption. These work best with screenshots, troubleshooting tips, and no assumed steps.
Market analysis demonstrates expertise while providing value. Data-driven insights into trends help users make sense of the rapidly evolving crypto landscape. This content establishes thought leadership and attracts sophisticated audiences.
UK regulations present challenges but don’t have to destroy your SEO efforts.
Context-appropriate risk warnings work better than generic disclaimers. Rather than placing identical warnings everywhere, incorporate risk information naturally within content flow. This maintains readability while satisfying regulatory requirements.
Evidence-based claims support both compliance and SEO quality. Back statements with specific data and sources rather than broad claims that might trigger regulatory concerns. This approach satisfies FCA requirements while meeting Google’s quality expectations.
An education-focused approach generally faces less regulatory scrutiny than overtly promotional material. Content that genuinely teaches users about how things work, potential risks, and informed decision-making serves both regulatory compliance and user needs.
The goal isn’t just avoiding trouble – it’s using compliance as a trust signal. When handled well, regulatory elements can actually enhance user trust rather than detracting from experience.
Technical SEO for crypto goes beyond standard best practices. Several elements deserve special attention.
For crypto projects, security signals influence both user behaviour and search quality assessment.
HTTPS implementation is table stakes. While important for any website, it’s particularly critical for cryptocurrency projects where users are extremely sensitive to security indicators. Ensure your SSL certificate uses strong encryption and displays properly. A secure connection provides a basic trust signal that both users and search engines expect.
Security headers demonstrate technical competence. Implementing HTTP security headers like Content-Security-Policy and Strict-Transport-Security protects users while signalling that you take security seriously. These technical details might seem minor, but they contribute to the overall trust profile of your site.
Visible security features reassure non-technical users. Make security measures visible through trust badges, certification information, or dedicated security pages. Explaining security practices in accessible language helps users understand how you protect their assets or data.
Third-party security validation carries more weight than self-assessment. When appropriate, share information about security audits by reputable firms. This external verification significantly strengthens trust signals and differentiates you from less security-conscious competitors.
Crypto websites face specific performance challenges that require targeted optimisation.
Price tickers and live data often cause Core Web Vitals issues. Real-time information, especially when updating frequently, can impact metrics like Cumulative Layout Shift (CLS) if implemented poorly. Using CSS transitions for updates, properly sized containers, and efficient data loading patterns helps mitigate these issues.
Charts and graphs present another common challenge. Trading visualisations with multiple data points often cause performance problems, especially on mobile. Consider using simplified versions for initial load, then enhancing for interaction as needed.
Interactive tools like calculators and portfolio trackers rely on JavaScript that can slow page speed. Optimise these elements through code splitting, lazy loading, and efficient data handling to maintain performance while delivering functionality.
Mobile optimisation requires particular attention since many users research crypto on phones even if they complete transactions on desktop. Ensuring responsive design, touch-friendly interfaces, and fast mobile performance captures this significant audience segment.
Strategic schema implementation helps search engines understand your content and enhances how your site appears in results.
FAQ Schema works brilliantly for educational content. Implementing this for content addressing common questions can significantly increase your SERP real estate and improve click-through rates. It also boosts chances of appearing in featured snippets and related questions sections.
HowTo Schema enhances tutorial content. This structured data helps search engines understand the step-by-step nature of your guidance and can lead to enhanced search appearances with visible steps. For crypto beginners following processes like wallet setup, these enhanced results provide additional confidence.
Article Schema helps establish appropriate context for news or analysis content. This structured data communicates publication dates, authorship, and other metadata that helps search engines properly categorise and display your content.
Organisation Schema provides clear information about your company, enhancing trust signals. This structured data communicates important details about your business entity, further supporting the transparency that crypto users expect.
In the cryptocurrency space, backlinks serve a dual purpose: improving search rankings and building credibility through association with trusted entities.
Rather than chasing link volume, focus on quality and relevance. Links from respected crypto publications, financial media, technology sites, and academic sources signal to both users and search engines that your project deserves attention.
These high-value links don’t come easily, but they make a tremendous difference in establishing trust and authority. A handful of mentions from well-regarded sources in the crypto ecosystem can outweigh dozens of links from irrelevant or low-quality sites.
The most sustainable link building strategies revolve around creating valuable, link-worthy content.
Original research provides unique insights that publications want to reference. Market surveys, user behaviour studies, or technical analyses that offer new data points naturally attract attention and links. Giving journalists early access to these findings can secure coverage from major outlets.
Data visualisations make complex information accessible. Creative ways to visualise blockchain data or market trends are highly shareable and attract natural links. These visual assets provide value to other content creators who want to explain complex concepts to their audiences.
Comprehensive resources become reference points in the industry. Definitive guides to emerging concepts or technologies establish your site as a go-to source of information. When done well, these resources continue attracting links for months or years.
Free tools and utilities serve the community while showcasing your capabilities. Useful calculators, converters, or other tools that solve common problems attract both users and links. They demonstrate your technical expertise while providing practical value.
The crypto community thrives across various platforms. Authentic participation can indirectly support your link building efforts.
Reddit communities host valuable discussions where thoughtful contributions build reputation. Becoming a helpful contributor to relevant subreddits creates opportunities for natural link sharing when appropriate. Focus on adding value rather than promotion.
Twitter conversations connect you with journalists and influencers. Engaging thoughtfully with industry discussions positions you for inclusion in roundups and resource lists. These relationships often lead to link opportunities over time.
Discord and Telegram groups provide direct access to engaged users. Active participation builds relationships that can translate to mentions, recommendations, and links. Again, value contribution must come before self-promotion.
The key with community participation is consistency and authenticity. Quick, promotional drive-bys get ignored or actively discouraged. Regular, helpful engagement builds the reputation that leads to natural link opportunities.
Most crypto projects measure the wrong things when it comes to SEO performance. Traffic alone tells you very little about business impact.
For crypto projects, valuable metrics include actions that indicate real user engagement and business value.
Wallet connections for DApps or DeFi projects show users taking meaningful action. Tracking how many users connect their wallets after finding you through search provides a direct measure of SEO effectiveness for these projects.
Sign-ups or account creations indicate user acquisition from organic search. This fundamental conversion helps you understand how well your SEO efforts translate into new users entering your ecosystem.
Feature adoption reveals how users engage after discovery. Monitoring which specific features users interact with after finding you through search helps refine both product and marketing priorities.
Time to conversion shows how the journey progresses from search to action. Understanding whether users convert immediately or take days or weeks to decide helps you design appropriate nurturing paths.
These metrics connect SEO performance to actual business outcomes rather than just traffic volume, providing a clearer picture of ROI.
The crypto user journey rarely follows a straight line and often spans multiple devices and sessions.
Privacy-conscious users often use VPNs, privacy browsers, or block cookies, making traditional tracking difficult. Crypto enthusiasts tend to be more privacy-aware than average internet users, creating unique measurement challenges.
Cross-device patterns complicate tracking further. Research might happen on mobile while conversions occur on desktop for security reasons. Without proper cross-device tracking, these journeys appear disconnected in analytics.
Extended consideration periods mean the path from awareness to action can take weeks or months. Last-click attribution models miss the influence of early touchpoints in these longer journeys.
To address these challenges, use multi-touch attribution rather than relying on last-click. Create user ID systems that maintain tracking across devices for logged-in users. Implement cohort analysis to understand patterns even when individual tracking fails. And consider surveying new users about their discovery journey to fill attribution gaps.
Ultimately, crypto SEO should be measured by its business impact rather than intermediate metrics.
Customer Acquisition Cost (CAC) from organic search compared to other channels reveals efficiency. This calculation requires attributing both direct costs (like content creation) and appropriate portions of team time to your SEO efforts.
Lifetime Value (LTV) of organically acquired users helps determine appropriate investment levels. Do users who discover you through search behave differently than those from other channels? Do they stay longer, engage more deeply, or generate more revenue?
Retention patterns often differ by acquisition source. Users who found you through educational content might understand your value proposition better and stick around longer. Identifying these patterns helps prioritise different types of content.
Revenue attribution connects SEO directly to bottom-line results. What percentage of revenue comes from organically acquired users? How does this change over time? These metrics help justify continued investment in SEO.
The search landscape is changing rapidly with AI-powered search experiences. For crypto projects, this creates both challenges and opportunities.
Google’s AI Overviews and similar features are changing how information appears in search results. These generated summaries often answer user questions directly in search results, potentially reducing clickthrough to websites.
To adapt, structure content for extractability. Clear headings, concise definitions, and well-organised information make your content more likely to be featured in AI-generated summaries. While this might mean some users get answers without visiting your site, appearing as the information source builds brand visibility.
Target precise questions that users actually ask. AI systems often pull from content that directly addresses specific queries. Researching the exact questions your audience asks about crypto topics helps position your content as the answer source.
E-E-A-T becomes even more important as AI systems try to surface trustworthy information. Strong expertise and trust signals help your content get selected as a reliable source, especially for YMYL topics like crypto where accuracy matters tremendously.
As users increasingly turn to alternatives beyond traditional search engines, visibility across multiple platforms becomes essential.
AI answer engines like Perplexity and Claude are becoming research starting points for many users exploring complex topics like crypto. Having your content indexed and referenced by these tools requires similar quality and structure principles as traditional SEO.
Crypto-specific search happens on platforms like CoinMarketCap, CoinGecko, and similar sites. These vertical search engines often drive significant traffic for crypto projects, making optimisation for these platforms increasingly important.
Community platforms like Reddit and specialised forums frequently rank well for crypto queries and influence decisions. Maintaining visibility in these spaces requires different strategies than traditional SEO but complements it effectively.
Video content on YouTube appears prominently for many crypto searches, especially tutorials and explanations. Creating video versions of key content can capture this traffic segment.
The most successful crypto projects maintain consistent, accurate information across these various discovery platforms, creating an interconnected web of visibility that captures users regardless of where they start their journey.
Based on what actually works in the market, here’s a practical roadmap to follow:
Start with the basics that signal legitimacy. Create transparent team and company pages showing the real people behind your project with verifiable credentials. Document security measures in clear, accessible language. Implement proper technical security including HTTPS and security headers. Develop compliant disclaimers and risk warnings that satisfy regulations without destroying user experience.
These trust foundations must come first because they affect how users respond to everything else. Without them, other SEO efforts will underperform.
Next, develop a keyword strategy that addresses both audience segments and different search intents. Map the user journey from awareness to decision, identifying relevant keywords for each stage. Segment terms by knowledge level, separating beginner-friendly and technical expert language. Focus on problem-solving queries that indicate specific pain points your solution addresses. Analyse competitor gaps to find valuable terms where competition is manageable.
This research provides the roadmap for your content development, ensuring you’re targeting terms that actually drive valuable traffic.
Develop a content plan using the matrix approach to cover all audience segments. Create educational foundations with beginner-friendly explainers and guides. Develop technical content for crypto natives who need deeper information. Create conversion-focused resources including product pages and comparison content. Build trust content covering security practices, transparency information, and regulatory details.
This comprehensive approach ensures you’re not missing opportunities to connect with different user types at various stages of their journey.
Ensure your technical foundation supports your content and trust signals. Fix Core Web Vitals issues to improve page experience metrics. Optimise for mobile users who research crypto on smartphones. Implement appropriate schema markup for different content types. Create logical user journeys with clear navigation paths for different audience segments.
These technical elements support both search visibility and user experience, creating the foundation for conversion.
Establish credibility through connections with trusted sources in the ecosystem. Create genuinely valuable resources that serve the community and attract natural links. Target relevant publications for coverage of your unique insights or data. Participate meaningfully in community platforms where your audience gathers. Monitor brand mentions to identify and convert unlinked references into proper backlinks.
Authority building takes time but creates a sustainable advantage that’s difficult for competitors to replicate.
Set up tracking that connects SEO to business results. Define conversion actions that represent genuine business value. Implement attribution models that reflect the complex crypto user journey. Connect organic search performance to revenue and growth metrics. Establish regular reporting cadences to track progress and guide strategy adjustments.
These measurements ensure you’re focusing efforts where they deliver actual business impact, not just vanity metrics.
Let’s talk about how we can build your organic visibility and connect with users who truly value what you offer.
Monday to Friday: 9AM – 6PM
We Typically Respond Within 24 hours
Request a Free Quote
Company No. 15980245
