Liquidity Lounge#11| The Podcast Transcription
In this episode of AMA Space Conversation, host Mids Capital and guest expert Chris Sanderson from Blockpoint delve into the evolving dynamics of SEO and Google Ads within the Web3 context. The discussion highlights the reliance of decentralized Web3 projects on dominant Web2 platforms like Google for visibility despite aspirations for decentralization. Chris explains the shift from traditional data-driven advertising models to decentralized, token-based approaches in Web3, while stressing the continued importance of Google Ads. They explore SEO strategies specific to blockchain technology, discussing the balance between crawlable content and privacy. Challenges posed by Web3’s privacy features on data collection and the impact on advertising strategies are also addressed. Chris shares a success story with Lucidia in Web3 gaming, emphasizing the importance of early SEO efforts and the potential future trends in Web3 marketing. The conversation concludes with insights on adapting marketing strategies to include emerging decentralized platforms and user preferences.
Mids Capital: Hello, everyone, and welcome to today’s AMA Space Conversation, where we’ll be exploring the evolving landscape of SEO and Google Ads in the context of Web3. I’m your host, Mids Capital, and joining us as our esteemed guest expert is Chris Sanderson from Blockpoint. Chris, thank you for being here with us today.
Chris: Thank you for having me, Mids Capital. I’m excited to delve into this topic with you and our audience.
Mids Capital: Let’s dive right in. Chris, could you shed some light on the core differences between Web2 and Web3 digital marketing?
Chris: Absolutely. While Web3 projects aspire for decentralization, they still heavily rely on Web2 platforms like Google, Facebook, and Twitter for promotion. Google remains the dominant player for search marketing, with over 90% of searches passing through its platform. Although decentralized search engines like Presearch are emerging, Web3 projects must still utilize Google to ensure visibility.
Mids Capital: That’s insightful. How do advertising models differ between Web2 and Web3?
Chris: In Web2, advertising relies on data collected by platforms to target ads based on user behavior and demographics. In Web3, there’s a shift towards token-based economies and decentralized advertising models, where data gathering is more platform-specific and not shared externally. However, projects still need to attract users from outside the ecosystem, which is where Google Ads plays a crucial role.
Mids Capital: Fascinating. What are some SEO strategies tailored for blockchain-based websites and dApps?
Chris: Keyword research is essential for understanding user search behavior, especially for nascent technologies. Educational content is key for building trust and explaining projects. Websites should have crawlable content for Google while maintaining privacy for decentralized aspects. Link building within the blockchain ecosystem and utilizing metadata and structured data can also enhance visibility.
Mids Capital: Privacy and user data are increasingly significant considerations. How do privacy features in Web3 pose challenges for gathering and analyzing user data for Google Ads?
Chris: Privacy features in Web3, such as anonymity, pose challenges for data collection. Restrictions on cookies and data sharing make the marketer’s job more complex. However, valuable data is still accessible through platforms like Google Analytics and Search Console. Marketers must adapt and ensure compliance with regulations like GDPR while making the most of available data.
Mids Capital: Could you share a successful case study in the realm of Web3 marketing?
Chris: Certainly. We’ve been working with Lucidia, a leader in Web3 gaming and e-tournaments. By employing international SEO and content strategies, we’ve been able to significantly increase their visibility and growth in the Web3 gaming sector.
Mids Capital: Impressive work. Lastly, what future trends and opportunities do you foresee in Web3 marketing?
Chris: As search engine marketing becomes more challenging, visibility gained through search engines becomes increasingly valuable. It’s crucial to start SEO efforts early to build authority over time. With search engines becoming more understanding of Web3 and crypto, there will be more opportunities for Google Ads campaigns. Additionally, the growth of decentralized platforms like Presearch will necessitate adapting marketing strategies while catering to user preferences for personalized results.
Mids Capital: Thank you, Chris, for sharing your expertise with us today. And thank you to everyone who joined us for this enlightening AMA Space Conversation. Until next time, keep exploring and innovating in the realm of Web3 marketing! If you have any further questions or thoughts, feel free to share them.
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