Web3 SEO: Maximizing Visibility of Blockchain Products on Search Engine

Last Updated: 28 Jan, 2023

If you searched and found this article via Google, chances are that you are part of the exciting world of Web3, blockchain, and the Metaverse. Web3 is the “third generation of the internet,” a new and revolutionary version of the internet that is decentralized, more secure and gives users more control over their data. Unlike the current version of the internet, known as Web2, Web3 is not controlled by a centralized authority. Instead, it operates on a decentralized network that works together to create a more equitable and secure online experience.

Web3 and blockchain industries are blooming and expanding rapidly, and there’s never been a better time to get involved. But with so many Web3 and blockchain companies entering the space, how do you stand out from the crowd? 

That’s where Web3 SEO and content marketing come in. Although Google may seem to belong to the Web2 space, and many Web3 and blockchain users turn to online communities like Discord and decentralized search engine like Presearch to look for information, as of 2023, Google remains a major source of information for Web3 users who need quick answers or are searching for products or services. 

Optimizing your website with an appropriate Web3 SEO strategy and creating high-quality, engaging content can help your company rise to the top of search results and capture the attention of your target audience, allowing you to stand out and succeed in this exciting and rapidly growing industry and help Web2 users onboard to Web3 seamlessly. 

web3 search engine Web3 SEO: Maximizing Visibility of Blockchain Products on Search Engine
Web3 and blockchain industries are blooming and expanding rapidly.

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Search Engine User Behaviour in Web3 Internet

The digital world is rapidly evolving. With the rise of Web3 and blockchain technology, the way people access and exchange information is also changing, which can significantly impact how companies operate their Web3 SEO and content marketing strategy. In this new and exciting world, Web3 users have a variety of tools and platforms at their disposal to find the information they need. So, what exactly are Web3 users using when they search for information, and does Google still matter?

Decentralized search engines

One of the ways Web3 users access information is through decentralized search engines such as Presearch. These search engines are designed specifically for the Web3 world and offer users a more private and secure way to search for information. Unlike traditional search engines like Google, decentralized search engines do not store or collect user data, giving users more control over their privacy. 

Screenshot 2023 01 28 at 17.44.36 Web3 SEO: Maximizing Visibility of Blockchain Products on Search Engine
As of 2022, decentralized search engine Presearch had a user base of over 4 million, a significantly smaller number compared to Google’s user base of over 4 billion.

Online Communities

Another way Web3 users access information is through online communities. Many Web3 users join subreddits, Discord servers, or other online forums and communities on specific topics or niches related to Web3 and blockchain topics, where they can connect with others who share their interests and get highly relevant and accurate answers to their questions.  

Web2 Social Media

Social media platforms like Twitter or Facebook can still be a great source of information for Web3 users. These platforms provide real-time data and allow users to connect with others interested in Web3 topics. They are often a hub for discussion, which give Web3 users (especially novice users) valuable insights and perspectives on the blockchain, cryptocurrencies, metaverse, NFTs, and play-to-earn games. 


So, what about Google? Despite being considered a quintessential example of a Web2 platform, Google plays a significant role in providing information to Web3 users. While many Web3 users engage with decentralized communities like Discord to consume and share information, Web3 users are not likely to leave Google in the foreseeable future because of the following reasons: 

  • Reach: Google is the world’s largest and most popular search engine and is used by billions of people daily. According to SimilarWeb, Google’s global market share was 90.82% in December 2022. As a result, it can be a valuable source of traffic for Web3 businesses and help them reach a large and diverse audience. Web3 companies can reach a wider audience and attract new users to the Web3 ecosystem through an SEO strategy.
  • Authority: Google has a reputation for providing high-quality and relevant search results, and users have trusted it for over two decades. As a result, Web3 businesses that rank well on Google are likely to be perceived as authoritative and trustworthy by users.
  • Easy to use: Google has a super simple and intuitive interface, making it easy for users to find the information they want. As a result, Web3 businesses that rank well on Google are likely to attract more novice Web3 users without professional tech knowledge. 
Screenshot 2023 01 28 at 17.49.33 Web3 SEO: Maximizing Visibility of Blockchain Products on Search Engine
Google is the most popular search engine in the world. Source: SimilarWeb

Therefore, while Web3 has its own decentralized search engines and communities, Google still matters for Web3 users as it provides a huge, trusted, and accessible source of information. By applying a proper SEO strategy for your Web3 and blockchain products and services on Google, Web3 businesses can reach a wider audience and establish themselves as authoritative and trustworthy in users’ eyes.

How to Create a Winning SEO Strategy for Web3 and Blockchain Products

The purpose of a Web3 SEO strategy is to increase the visibility and ranking of a Web3 and blockchain product in search engine results. A higher ranking in search results leads to more organic traffic to a website, which results in more qualified leads and potentially more sales.

A Web3 SEO strategy should be tailored specifically to the needs and goals of a Web3 and blockchain product. It should consider the unique characteristics of Web3 and blockchain products and the needs of its target audience. Optimizing a Web3 and blockchain product’s website and online presence for search engines makes it more discoverable by target customers and stakeholders, helping a Web3 and blockchain product reach its maximum potential online and achieve its business goals.

1) Understand the Similarity and Difference Between Web2 and Web3 Audience

Before you start optimizing your website for search engines, it is crucial to understand your target audience and their needs and preferences. This will help you tailor your content and messaging to their specific requirements and increase the chances of attracting and engaging them.

The behavior of users seeking information about Web3 and Web2 can have some similarities, but there are also significant differences to take into account when crafting an effective SEO strategy. Both Web2 and Web3 users generally have clear search intent, seeking quick access to relevant information, products, or services. Additionally, both of them are increasingly using mobile devices as their primary means of accessing the internet, making a mobile-friendly website a crucial aspect of any SEO strategy.

However, Web3 users tend to have a higher level of technical knowledge and familiarity with Web3 terminologies, such as blockchain, decentralized systems, and smart contracts. This means that they are searching for more technical or in-depth information, and the keywords they use to search for it differ from those used by Web2 users. Understanding these differences can help you tailor your SEO strategy to target your audience better and achieve higher search engine rankings.

2) Conduct Keyword Research on Web3 Topics

Keyword research is essential to any SEO strategy. It helps you identify the keywords and phrases your target audience is searching for, allowing you to design your content strategy and optimize your website. 

When conducting keyword research for Web3 and blockchain products, it is necessary to focus on both short-tail and long-tail keywords, as this will help you reach a wider audience and drive more targeted traffic to your site. 

Also, since Web3 is a relatively new and niche industry, the volume of searches for Web3-related topics may be lower than for Web2. Marketers should also pay attention to low search volume keywords when conducting keyword research for Web3 and blockchain products. The search volume will likely increase as the Web3 industry continues to grow and mature, so early coverage of the Web3 keywords can put companies ahead of the competition.

3) Create High-quality Web3 Educational Content

Search engines prioritize websites that provide valuable and relevant information to users, so your website must be filled with high-quality, well-written content that engages and informs your audience. 

Furthermore, Web3, NFTs, and cryptocurrencies can be complex and intimidating for those new to the scene. With a steep learning curve and a lot of information, it can take time for novice users to fully understand and embrace these cutting-edge technologies. That’s why companies in the space need to provide high-quality educational content as part of their SEO and content strategy.

Educational content is a valuable resource for new users who are just starting to explore the world of Web3. It helps to ease their fears and concerns by providing a comprehensive and accessible overview of the technology and its applications. With a focus on user experience, educational content can help convert and onboard new users by guiding them through the basics, answering common questions, and providing clear and concise explanations of complex concepts.

Moreover, high-quality educational content not only helps to educate and convert new users but also demonstrates a company’s expertise and commitment. By providing comprehensive and high-quality educational content, companies can establish themselves as leaders in the Web3 space and pave the way for long-term success.

So, if you’re looking to run a successful SEO strategy for Web3 and blockchain products, remember to include educational content as a key component. Whether you are creating blog posts, product descriptions, or informational pages, ensure that your content is optimized for search engines and users and that it provides value to those who read it.

seo content marketing Web3 SEO: Maximizing Visibility of Blockchain Products on Search Engine
Useful and engaging content helps new users understand and embrace the Web3 and blockchain technology.

4) Optimize your Website

Optimizing your website is another critical component of a successful SEO strategy. On-page technical optimization includes ensuring that your website is fast and responsive, has optimized images, has a clear and intuitive navigation structure and is accessible and understandable for users and search engines. 

Other essential on-page content optimization techniques include meta descriptions, header tags, and internal linking, which can help improve your website’s visibility and ranking in search results.

Backlinks are links from other websites that point to your website and are considered an important ranking factor by search engines. The more high-quality, relevant backlinks you have, the more authoritative and trustworthy your website will be seen as, which can lead to better visibility and rankings in search results. 

To build backlinks for your Web3 websites, first and foremost, you should create valuable content that other websites will want to link to, participate in guest blogging, and reach out to other websites in your niche and ask for a link back.

6) PR Strategy

PR campaigns play a critical role in the success of a Web3 SEO strategy. This is especially true for startups in the crypto space, where building brand awareness and establishing credibility can be incredibly challenging.

A well-executed PR campaign can raise the profile of a Web3 company and build brand recognition among potential customers, partners, and investors. By securing media coverage in high-profile publications and industry websites, companies can build their reputation as experts in the field and reach a wider audience with their message.

PR campaigns can also help increase online visibility and the number of backlinks to a Web3 company’s website. Backlinks from reputable sources serve as a critical ranking factor for search engines and can help to boost the ranking of a Web3 company website in search results. 

pr seo Web3 SEO: Maximizing Visibility of Blockchain Products on Search Engine
PR campaigns can increase online visibility and the number of backlinks to a Web3 company’s website.

7) Track and Measure Results

Like any other SEO campaign for Web2 products, It is essential for Web3 companies to track and measure the results of your SEO efforts to identify what is working and what is not. It helps you make informed decisions about your SEO strategy and allows you to optimize your website accordingly to maximize your results.


Optimizing your Web3 and blockchain products or services for search engines can be a complex and challenging task. But with a comprehensive SEO strategy that considers the unique behaviors and needs of Web3 users, you can increase your visibility, drive traffic to your website, and ultimately grow your business. 

Apart from working on technical SEO, content marketing, and PR, the key is running your Web3 SEO strategy with a clear understanding of your audience and a commitment to providing high-quality, relevant, and engaging content. Then you can unlock the full potential of SEO and reach your target audience more effectively.

Keyword Research web3 Web3 SEO: Maximizing Visibility of Blockchain Products on Search Engine
SEO strategy helps Web3 businesses reach their target audience and establish a solid online presence.

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