Drivingfor a Crypto Loans Platform
400K In Incremental Revenue Attributed To SEO Initiatives
10X Increase In Non-branded Organic Search Traffic
45k Sessions Resulting In 700+ New User Sign Ups
Context
Ledn is an international crypto lending and savings platform. Their core product, Bitcoin-backed loans, enables people around the world to borrow USD and other currencies using their BTC as collateral. This is an invaluable service to Bitcoin holders who don’t want to sell and miss out on future gains, but need to access liquidity for day-to-day life.
Ledn’s team
The crypto lending sector suffered major setbacks in 2022 following the well-documented bankruptcies of firms like Celsius, Blockfi, Genesis, and Voyager Digital. Ledn was among the few survivors thanks to their fiscal dilligence, and wanted to explore how they could scale user acquisition with SEO.
Status Quo
Ledn had a strong brand and powerful domain but hadn’t pushed on SEO at this point. As a result 95% of their organic search traffic was branded, meaning search wasn’t an important channel for connecting with new audiences. We identified lack of SEO-led content as their biggest opportunity to improve.
Our Three Pronged Strategy
Landing Page Builds
Build competitor landing pages to capture demand for people searching for alternatives to competitors.
Content Strategy
Publish category-leading editorial content focused on customer acquisition and building topical authority around core products.
International SEO
Translate blog content in Spanish and Portuguese to support push into LATAM.
We were limited in our ability to make technical optimisations to the site due to security measures so we decided to pretty much ignore technical SEO.
Implementation
We started by building out our topical map, based on deep sector research, conversations with in-house employees, and search data analysis.
Sample of the topical map
Once approved, we create detailed content briefs to give to the writers. These briefs ensured each article had the necessary topical coverage to make them comprehensive enough to rank, as well as specified internal link structure between pillars and clusters. We also suggested opportunities to naturally promote Ledn’s product suite within the articles.
Over an Eight Month Period we:
- Published 70 English blog posts
- Translated 30 posts into Spanish and 2 into Portuguese
- Built five competitor alternatives pages based on low fidelity wireframes
Throughout this period, Ledn’s in-house team ran consistent PR campaigns which brought in a steady stream of high quality backlinks, which helped boost trust signals and authority. They were also pushing actively on social media, which further boosted brand signals to Google.
As our content started to rank, we were able to get first party keyword data from Google Search Console and conversion data from their analytics. We used both of these to iterate our content planning in real-time.
The Impact
We saw a near immediate impact on traffic after publishing our first batch of content – Google clearly trusted Ledn’s domain for competitive topics. Conversions soon followed, giving us the positive feedback loop to keep going.
Keyword growth for ledn.io (source: ahrefs)
By January we had built considerable visibility for core commercial terms, having consistently exceeded monthly growth targets. This put Ledn in prime position to capitalise on the post Bitcoin ETF bull market in Q1 of 2024, contributing to processing of $690 million in crypto loans during this period.
Key Statistics
- $400K in incremental revenue attributed to SEO initiatives.
- $10X Increase in non-branded organic search traffic.
- $3x increase in traffic from LATAM
- $Blog generated 45k sessions from organic search resulting in over 600 user sign ups for loans and savings account products.
- $4x increase in total ranking keywords
Quotes
Andrew Rapsey
CMO @ Ledn
Teaming up with Will and Precision Growth has been a total game-changer for our SEO. They’ve boosted our search rankings and brought a ton of organic traffic to our site. Their fresh ideas and commitment to our success make them an awesome partner for any FinTech looking to improve their online presence.
Will Bradley
Founder @ Precision Growth
Ledn had all the conditions for SEO to be successful. An excellent product, an established brand and a sizable addressable market in Search.
We also had the advantage of working directly under Andrew, Ledn’s CMO, who put faith in our strategy, broke down walls to help get stuff done and provided us with high level insights we could incorporate into our research. The results have been really satisfying and we hope to build on them in the coming months.
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