– Cryptocurrency SEO Project

Stewart Dunlop

So behind the scenes at LinkBuilder we also own a number of our own secret affiliate websites, using our own methods to build backlinks. We know exactly how to rank websites so why not? Aside from our standard client agreements, we work with a few entrepreneurs on joint ventures, where we essentially both own 50% of the business. One party handles the business side of things, web development and all of the other complications, and we deal with getting organic traffic to the website.

I wanted to start a blog to show the progression of this new cryptocurrency website from starting out to hopefully developing into a successful project! 

Not sure yet if I’ll write multiple smaller blog posts or consolidate everything into this one article. Consolidation would be better for ranking this article, but I need fresh content for the blog!

The Concept.

A friend of mine is huge on cryptocurrency. He’s a trader and right now he’s doing that full time, alongside this project. We had a meeting with him and told him what was required from an SEO standpoint to build and rank an authority website in cryptocurrency – An incredible amount of high quality optimised content and links.

We would never have started this project without an expert in cryptocurrency to lead the way. Our partner has a great vision for the industry, whilst we have the marketing experience.

We wanted to build a trusted authority source that gives good, useful and reliable information. For those of you who don’t know, there’s so much money swimming around the cryptocurrency World that many websites take huge sums of advertising money from shady new ‘coins’ (new cryptocurrencies) and promote their brands regardless of the benefit for the end user. That leads to all sorts of scams and heartache going on. Anyways, we wanted to build something honest and just that gives people all of the information they could want to make informed decisions and just generally learn more about cryptocurrency.

The Website.

We initially talked about acquiring a smaller existing website, but the sites we got in touch with either wanted too much cash or the sites who did want to sell would’ve required a huge re-development job. We did come close to the acquisition of a very promising website, but it was a passion project for 3 friends and so we decided we’d go our own from scratch.

From an SEO viewpoint, this meant we’d have to wait much longer to start getting organic search traffic, since Google typically doesn’t allow brand new websites to rank from the get go, and we’d have to build up the authority over time.

On the flip side, we’d have complete control over the website set up, design and content, without having to mess around on a large-scale clean up operation.


  1. We settled on a brand name and website –
  2. We used an amazing, high-speed purpose built theme from My Theme Shop to get started, in order to save on initial costs whilst still having an attractive design.
  3. Hosting was set up via Dreamhost and got SSL set up straight away.
  4. Categorisation was kept to a minimum and clearly labeled through the top level navigation.
  5. Set up Yoast to create a working sitemap and submitted it to Search Console, and using Yoast for on-page SEO keyword density and other adjustments. homepage screenshot

The Content Plan.

So cryptocurrency is already pretty saturated. There’s a ton of authority websites out there, but we felt they lacked depth and in particular, there’s a seriously gap in knowledge for cryptocurrencies beneath the top 10 or 20. People want to know what they are, who’s behind them, and how to buy them.

Here’s how we created content ideas we could rank for:

  1. We found ‘lesser known’ sites in the market who were getting some good traffic. Normally, we found they would only be getting traffic for 5-10 key pages. So those pages got added to our list. If a relatively new website is getting good traffic for certain keywords, that’s a good indication that competition is weak, and a quick manual check on the search results will confirm the theory.
  2. We split out content ideas into 2 categories – ‘money’ keywords, e.g. people with cryptocurrency buyer intent and those looking for exchanges to buy crypto, and ‘supporting / editorial’ keywords e.g.  people searching about a scandalous crypto coin where people lost money.
  3. The supporting content keywords will prove important for link-building purposes – It’s more difficult to built outreach links to monetised content, so we created a ton of nice editorials that we knew would attract outreach links. However, we also wanted those articles to have the ability to rank by themselves, we did keyword research for any editorials.

Some examples of editorial content:

Some examples of ‘money’ content:

So the overall plan of action was to figure out exactly what keywords we wanted to rank for, and then create seriously exceptional pieces of content around those keywords, with only very relevant interlinking between content pages to tie the website together and to group certain topics or sets of keywords together.

Link Building Strategy

As of writing this post we’ve used a number of strategies:

  1. We created a social fortress (accounts on all major social networks) linking back to our website, and used IFTTT to automatically post updates to our social channels.
  2. We set up directory links on relevant websites using
  3. We’ve started guest posting high quality content on relevant cryptocurrency websites, and actually built up some very good relationships there. I was surprised not to see other crypto blogs asking us for money! But, our content writer is exceptional and so clearly they could see a piece of content from us was going to be seriously good.
  4. We’re getting ready to start outreach links – we have some incredibly detailed editorial content and instructional guides, so we’re very excited to see how these perform. If they do anything like our client case studies, we’re sure to be in with a ton of high quality links.

Stay tuned for more… for the time being I’ll update this post to reveal traffic improvements and flesh out this blog post to answer more questions.