0/ Gm! As promised in my last 🧵, I’ll be sharing my learnings from my tenure at @CoinMarketCap as VP, Growth & Operations.
This is part 1 of my personal learnings on SEO and tips on how we 50x-ed @CoinMarketCap's traffic growth in 20 months.
https://twitter.com/shaunhengcj/status/1498348274994270210
This is part 1 of my personal learnings on SEO and tips on how we 50x-ed @CoinMarketCap's traffic growth in 20 months.
1/ My top priority was to grow our traffic in a scalable manner.
Diving into the data, we realized that SEO was the biggest bottleneck but it also meant that it could become our biggest growth driver.
#ChallengeAccepted
Diving into the data, we realized that SEO was the biggest bottleneck but it also meant that it could become our biggest growth driver.
#ChallengeAccepted
2/ Firstly, what is SEO?
SEO stands for “search engine optimization.”
In simple terms, it means the process of improving your site to increase its visibility when people search for related information on Google.
SEO stands for “search engine optimization.”
In simple terms, it means the process of improving your site to increase its visibility when people search for related information on Google.
3/ There are 3 ways to improve SEO
1. Technical SEO: Help Google access, understand, and crawl your content
2. Subject matter authority: Help Google determine where your content initially rank
3. User engagement signals: Help Google decide whether content rank up or down
1. Technical SEO: Help Google access, understand, and crawl your content
2. Subject matter authority: Help Google determine where your content initially rank
3. User engagement signals: Help Google decide whether content rank up or down
4/ TLDR for the rest of the 🧵
- SEO is a long term strategy
- Hire the right people
- Product-led SEO, not content-led SEO
- Keep experimenting
- Adjust organizational mindset
- Surround yourself with the right SEO thought leadership
Our organic search result after 12 mnths ✌️
- SEO is a long term strategy
- Hire the right people
- Product-led SEO, not content-led SEO
- Keep experimenting
- Adjust organizational mindset
- Surround yourself with the right SEO thought leadership
Our organic search result after 12 mnths ✌️
5/ SEO is a long-term strategy
Too many companies rush into SEO.
They get lackluster initial results & never consider it again.
SEO works.
It's a long-term strategy that pays dividends over time.
Validate if SEO will work for your business w/ a small ad budget.
Too many companies rush into SEO.
They get lackluster initial results & never consider it again.
SEO works.
It's a long-term strategy that pays dividends over time.
Validate if SEO will work for your business w/ a small ad budget.
6/ Hire the right people
SEO is a constantly evolving profession.
Hire individuals who are naturally curious, not afraid to ask questions, or be contrarian.
Don't hire a "yes" person.
SEO is a constantly evolving profession.
Hire individuals who are naturally curious, not afraid to ask questions, or be contrarian.
Don't hire a "yes" person.
7/ Cont’d
We started building an SEO team by hiring @StuartLangridge as CMC’s Head of SEO and @manwelscicluna as CMC’s SEO engineer.
Over the next 20 months, we
1. challenged every assumption we knew about SEO and 2. relentlessly executed towards regaining our SEO dominance
We started building an SEO team by hiring @StuartLangridge as CMC’s Head of SEO and @manwelscicluna as CMC’s SEO engineer.
Over the next 20 months, we
1. challenged every assumption we knew about SEO and 2. relentlessly executed towards regaining our SEO dominance
8/ Product-led SEO, not content-led SEO
‘Focus on customer, not keywords’ H/T @5le
Build around what the user wants:
- What is the customer searching for?
- How are they landing on our pages or our competitors' pages?
The product itself should drive viral SEO growth.
‘Focus on customer, not keywords’ H/T @5le
Build around what the user wants:
- What is the customer searching for?
- How are they landing on our pages or our competitors' pages?
The product itself should drive viral SEO growth.
9/ Cont'd
Our product-led SEO strategy allowed us to focus on ALL keywords - in ALL 20+ languages - in a programmatic and scalable manner, instead of optimizing for individual keywords
We managed to build a moat on our 15k+ coin detail pages.
Our product-led SEO strategy allowed us to focus on ALL keywords - in ALL 20+ languages - in a programmatic and scalable manner, instead of optimizing for individual keywords
We managed to build a moat on our 15k+ coin detail pages.
10/ Cont’d
New users land on CMC by searching for ‘price’-related search terms on Google (e.g. Luna price, Avax coin price)
By ranking #1 for these search terms for any new coins listed on CMC, we were able to acquire new users as the overall crypto market grows
New users land on CMC by searching for ‘price’-related search terms on Google (e.g. Luna price, Avax coin price)
By ranking #1 for these search terms for any new coins listed on CMC, we were able to acquire new users as the overall crypto market grows
11/ Keep experimenting
We ran 5-6 small-scale experiments weekly on meta title/description, html/xml sitemaps, internal backlinks, etc to ensure we stay #1 in the rankings as the crypto space evolves and more use cases appear over time.
We ran 5-6 small-scale experiments weekly on meta title/description, html/xml sitemaps, internal backlinks, etc to ensure we stay #1 in the rankings as the crypto space evolves and more use cases appear over time.
12/ Adjust organizational mindset
If SEO is a core part of your growth strategy, it must NOT function as a siloed team nor be seen as a short-term fix.
We wove this mindset into the entire org, educating & aligning cross-functional teams on the importance of SEO to CMC's growth
If SEO is a core part of your growth strategy, it must NOT function as a siloed team nor be seen as a short-term fix.
We wove this mindset into the entire org, educating & aligning cross-functional teams on the importance of SEO to CMC's growth
13/ Surround yourself with the right SEO thought leadership
At the start of 2020, I knew zilch about SEO.
I learned by connecting with the best SEO-ers in the space.
I'm humbled to know them all and am excited to continue to learn from the best.
#alwaysbelearning
At the start of 2020, I knew zilch about SEO.
I learned by connecting with the best SEO-ers in the space.
I'm humbled to know them all and am excited to continue to learn from the best.
#alwaysbelearning
14/ Cont’d
@StuartLangridge: the best SEO leader CMC can ever ask for
@manwelscicluna: the rockstar engineer who ran experiments in hrs, not wks 🤭
@danclarkie: who help me understand SEO early on
@jkey_eth: for looking through this thread
and of course @googlesearchc
@StuartLangridge: the best SEO leader CMC can ever ask for
@manwelscicluna: the rockstar engineer who ran experiments in hrs, not wks 🤭
@danclarkie: who help me understand SEO early on
@jkey_eth: for looking through this thread
and of course @googlesearchc
15/ So this is it. That is Part 1 of how we 50x-ed our traffic in 20 months.
If you found this interesting, please follow me.
@shaunhengcj
And if you like this thread...
Please scroll up to the top and retweet the 1st post so others can find it too 🙏
If you found this interesting, please follow me.
@shaunhengcj
And if you like this thread...
Please scroll up to the top and retweet the 1st post so others can find it too 🙏
16/ Do comment below if you have any questions or feel free to dm me too.
As I embarked on my Twitter journey, any feedback on my threads will be welcomed 🙏
Trying out Twitter Poll for the 1st time. Let me know what else you would like me to talk about in my next thread :)
As I embarked on my Twitter journey, any feedback on my threads will be welcomed 🙏
Trying out Twitter Poll for the 1st time. Let me know what else you would like me to talk about in my next thread :)
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