Product PagesRanked on Page OneBlockchain Analytics Case Study

Context

Nansen, a leading blockchain analytics platform, approached us with the goal of scaling their user acquisition through organic search. Known for providing insights and analytics to crypto investors, Nansen was focused on attracting sophisticated users who rely on real-time data and blockchain analysis tools. However, despite publishing content regularly and maintaining a feature-rich product, they were not seeing the organic growth they anticipated.

Problems:

• Low User Acquisition from SEO: While Nansen was investing in content creation, they were not seeing a return in terms of new users or organic traffic.

• Content Not Driving Traffic: The platform published high-quality content, but it wasn’t generating the visibility needed to attract new users. Despite covering relevant topics, their articles struggled to attract significant traffic due to limited optimisation and strategic gaps.

• Technical Barriers to Indexing: Product pages, which showcased essential features and insights, relied heavily on JavaScript for rendering and were positioned behind a paywall. This setup limited the pages’ discoverability on Google, preventing potential users from finding Nansen’s key offerings through organic search.

• Competitive Landscape: Nansen operates in a highly competitive space where prominent competitors already had robust SEO strategies and extensive backlink profiles, making it difficult to stand out without a high-quality backlink strategy.

Solutions:

• Topical Mapping Through Audience Research: We conducted in-depth research on Nansen’s target audience to build a topical map focused on high-intent, advanced blockchain topics that resonated with experienced users. This ensured our content directly appealed to their sophisticated needs.

• Content Creation and Optimisation: Using a structured content calendar and detailed briefs, we guided an in-house team to produce high-quality, SEO-optimised articles. This strategy aimed to establish Nansen’s authority in blockchain analytics, targeting relevant keywords and enhancing internal linking for better search performance.

• Technical SEO Enhancements: Collaborating with Nansen’s product team, we addressed JavaScript rendering issues by implementing server-side rendering for critical pages. This improved indexability, enabling Google to better understand and rank key product pages even behind the paywall.

• Backlink Strategy with Data-Driven Content: To build authority, we created unique statistics pages featuring valuable crypto data, which attracted high-quality backlinks from industry leaders like Coindesk. This strengthened Nansen’s backlink profile, boosting visibility in a competitive niche.

The Impact

Within eight months, the SEO strategy produced significant and measurable outcomes: