SEO & AEO Dominance in Crypto Loans

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$m's in incremental revenue

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10X Increase In Non-branded Organic Search Traffic

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Number 1 in ChatGPT

Context

Ledn is an international crypto loans 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 Journey

We started working with Ledn in 2022 and are still lucky to call them a client today. When we started, the crypto loan space was rocking from the collapse of Blockfi and Celsius. Ledn were one of the only players left, thanks to their fiscal diligence. They had a great product and team, but they just needed visibility. SEO was a great fit for a few reasons.

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

Full stack re-build in webflow

Re-built website in Webflow from Javascript SPA for more flexibility

SEO/AEO Content Engine

Bootstrapped editorial machine with SEO-led content

International SEO

LATAM push with international SEO

Implementation

We started by building out our topical map, based on deep sector research, conversations with in-house employees, and search data analysis. Th

Sample of the topical map

e 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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