AAX is the world's first cryptocurrency exchange to use the London Stock Exchange's matching engine technology. Since it was founded in November 2019, the exchange has processed US$50B+ in trades.
Due to Google’s ban on ads promoting the purchase, sale, and trading of cryptocurrency related products, the client realized SEO was required to help grow new account openings. They had never done SEO and concluded they needed outside help in order to compete with longer-established competitors.
To begin, Cogney conducted a site wide audit to ensure that both humans and Google’s crawler could easily navigate the site without getting stuck, lost, or confused.
With a solid foundation in place, the next step was to identify which keywords to target. However, many longer-established competitors (bigger crypto exchanges and crypto news sites) already dominated the search results for golden keywords in the industry (“buy ethereum”, “buy bitcoin”, “bitcoin price”, etc.) so it didn’t make sense to target those keywords until AAX earned more backlinks.
Instead, we researched what other keywords people interested in getting into crypto or learning about the ideas behind it were searching for. These keywords were grouped into topics. Some topics already had a page on their site, whilst others required creating new pages. Cogney would suggest and review new blog posts that were written by AAX’s writers and provide recommendations on the keywords, titles, subheadings, images, internal linking, and more.
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The client understood that searches on Google for crypto-related assets were fast growing and that educating these visitors with engaging content would be a major source of new account openings.
By combining Cogney's thorough understanding of SEO and AAX's team of writers we were able to accelerate organic search visitors from under 16,000 visitors per month to over 65,000/mo in just under a year. At the same time, their exchange ranking on Coinmarketcap, which takes into account organic search traffic, increased from #58 to #45.
"You guys are doing amazing work."Ben Caselin, VP of Global Marketing & Communication
Cogney overhauled the website of the world’s biggest cryptocurrency trading platform, ensuring its continued leadership as one of the most widely consulted sources of exchange rate information in the industry.
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