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How to Get an SE Ranking Free Trial for 14 Days  Gizmodo
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Posted on November 22, 2024 by staff

For blockchain start-ups conquering in a digital battlefield, search engine optimization (SEO) might seem secondary to the tech and innovation driving their platforms. After all, you’ve likely spent hours on code, security, and unique blockchain features. But here’s the catch: without solid SEO, potential clients and investors might never discover your start-up, no matter how innovative it is. 
To be honest, digital marketing is crowded. If your start-up doesn’t show up on the first few pages of Google or other search engines, potential customers are far less likely to find you. SEO helps you climb these rankings by optimising your content and website structure. 
For blockchain startups, having high search visibility means reaching people who are interested in blockchain applications but may not know your company exists. SEO can act as a magnet, pulling potential clients, collaborators, and investors toward your start-up.
In order to formulate a solid SEO strategy, you should enlist the services of an SEO agency, like Golden Metrics. Considered to be the top crypto agency for SEO, Golden Metrics specialises in blockchain services and everything connected to it. They can bridge the gap between your blockchain start-up and the broader digital audience. People who want to know about blockchain’s potential in finance, healthcare, gaming, or other industries will likely turn to search engines with queries related to blockchain solutions. 
Blockchain is still a relatively new concept for many people, and scepticism remains high because of concerns about security, regulations, and reliability. Here’s where SEO-backed content can really help. Consistent, high-quality content optimised for relevant keywords can make your start-up a reliable source of information and insights in your niche. When users find informative, well-written content on your site, it helps build trust.
When people repeatedly see your site providing valuable and accurate information on blockchain issues, they’ll begin to see your company as a thought leader. This approach works wonders for investor interest and customer confidence. 
Many potential customers or partners are still learning about blockchain technology, and they often Google to find answers. SEO can help you reach these people right as they’re seeking education. For example, you can create content around keywords like ‘how does blockchain work,’ ‘blockchain in healthcare,’ or ‘what is DeFi’ to reach readers who are in the early stages of learning about blockchain.
Through SEO, your start-up has the opportunity to simplify blockchain concepts, educate visitors, and create trust. People prefer to work with companies that offer clarity on complex topics–if they learned about blockchain through your start-up’s content, they’ll remember you as a trustworthy source. Plus, as they grow more comfortable with the technology, they’re more likely to take the next step in interacting with your products or services.
New players are entering the market daily. From decentralised finance (DeFi) platforms to non-fungible token (NFT) marketplaces, competition is fierce. SEO can be a way to stand out amidst this crowd. The blockchain industry’s high competition means your start-up needs a strategy to rise above others, especially established competitors with bigger budgets.
You can focus on niche keywords that relate to your unique offerings, so you can attract audiences interested in exactly what your start-up has to offer. For instance, long-tail keywords, like ‘secure blockchain solutions for small businesses’ or ‘NFT platform for digital artists,’ are often less competitive and more likely to attract high-intent users–people already considering a service or solution in your specific area. 
Blockchain startups, like many early-stage companies, may not have unlimited funds for marketing. Traditional advertising can be expensive, and it often doesn’t provide lasting benefits. With SEO, however, the return on investment (ROI) can be substantial. Unlike ads that disappear once you stop paying, SEO efforts (like optimised content and keyword targeting) continue to attract traffic long after you’ve published them.
Investing in SEO now can create a solid foundation for organic growth over time. You can build a digital presence with strong SEO to achieve consistent traffic and brand awareness without spending large sums on paid campaigns. SEO can deliver a compounding effect, meaning the longer you work on it, the better the results tend to get. 
SEO enables you to reach exactly the kind of people who are most interested in your start-up. In blockchain, your target audience could range from developers and tech enthusiasts to investors and everyday consumers. Each of these groups is looking for information in a different manner. For example, developers might search for technical guides on implementing blockchain, while investors may look up ‘latest blockchain startups’ or ‘top blockchain investment opportunities.’
Using blockchain-specific keywords that match your audience’s search intent can draw more relevant visitors to your site. Conducting keyword research in the blockchain field helps you identify terms your ideal audience is using, so you can create content that directly addresses their needs and questions.
Mike Allen
managing director, Cambria Private Capital
Kimberley Waldron
founder & MD, Started PR
Jonathan Symcox
editor, BusinessCloud
Jonathan Boyers
Head of Corporate Finance for EMEA, Alvarez & Marsal
Mike Allen
managing director, Cambria Private Capital
Kimberley Waldron
founder & MD, Started PR
Jonathan Symcox
editor, BusinessCloud
Jonathan Boyers
Head of Corporate Finance for EMEA, Alvarez & Marsal
Office 63, 19 Lever Street, Manchester M1 1AN
© BusinessCloud Publishing Limited

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Search Engine Land » SEO » Google’s site reputation abuse policy is a band-aid for a bullet wound
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Google’s updated site reputation abuse policy attempts to tackle a growing issue in search: large, authoritative sites exploiting their domain strength to rank for content they don’t own or create. 
While the policy is a step in the right direction, it doesn’t address the underlying systemic problems with Google’s algorithm that allow this abuse to thrive.
Google’s site reputation abuse policy was introduced in March 2024, but its announcement was overshadowed by a major core update that same month. 
As a result, what should have been a pivotal moment for addressing search manipulation was relegated to a footnote.
At its core, the policy targets large, authoritative websites that leverage their domain strength to rank for content they didn’t create. 
It’s designed to prevent these entities from acting as “hosts” for third-party content simply to exploit search rankings.
A clear example would be a high-authority business site hosting a “coupons” section populated entirely with third-party data. 
Recently, Google expanded the policy’s scope to address even more scenarios. 
In the updated guidelines, Google highlights its review of cases involving “varying degrees of first-party involvement,” citing examples such as:
This makes it clear that Google isn’t just targeting programmatic third-party content abuse. 
The policy now aims to curb extensive partnerships between authoritative sites and third-party content creators. 
Some of these often involve deeply integrated collaboration, where external entities produce content explicitly to leverage the hosting site’s domain strength for higher rankings.
Dig deeper: Hosting third-party content: What Google says vs. the reality
These partnerships have become a significant challenge for Google to manage. 
One of the most impactful SEO investigations this year was Lars Lofgren’s article, “Forbes Marketplace: The Parasite SEO Company Trying to Devour Its Host.” 
The piece dives into Forbes Advisor’s parasite SEO program, developed in collaboration with Marketplace.co, and details the substantial traffic and revenue generated by the partnership. 
Forbes Advisor alone was estimated to be making approximately $236 million annually from this strategy, according to Lofgren.
As Lofgren puts it:
This highlights the systemic problem with Google search. 
Forbes Advisor is just one of the examples of parasite SEO programs that Lofgren investigates. If you want to go deeper, read his articles on other sites running similar programs. 
LinkedIn is another prime example. Over the past few years, users have increasingly leveraged LinkedIn’s UGC platform to capitalize on its powerful domain authority, pushing their content to the top of search results.
For instance, as of this writing, the top-ranking result for “healthcare SEO” is not from a specialized expert site but a LinkedIn Pulse article.
If you dig in their query data, you’ll see a range of queries from business, adult topics, personal loans and more. 
Clearly, LinkedIn isn’t the best source for all of these things, right? 
The rise of programs designed to manipulate search results has likely pushed Google to introduce the site reputation abuse policy.
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This brings me to why the policy isn’t enough. The core issue is that these sites should never rank in the first place.
Google’s algorithm simply isn’t strong enough to prevent this abuse consistently. 
Instead, the policy acts as a fallback – something Google can use to address egregious cases after they’ve already caused damage. 
This reactive approach turns into a never-ending game of whack-a-mole that’s nearly impossible to win.
Worse yet, Google can’t possibly catch every instance of this happening, especially on a smaller scale. 
Time and again, I’ve seen large sites rank for topics outside their core business – simply because they’re, well, large sites.
Here’s an example to illustrate my point. Progressive has a blog called Lifelines, which primarily covers topics related to its core business – insurance, driving tips, traffic laws, etc.
However, one of their blog posts ranks in Position 4 for the search query “puppy after vaccination side effects,” above actual experts like the American Veterinary Medical Association. 
The result in Position 1? It’s Rover.com, a technology company that helps pet owners find sitters – still not a medical expert, yet leveraging its strong domain.
I’m not suggesting that Progressive is engaging in anything nefarious here. This is likely just a one-time, off-topic post.
However, the larger issue is that Progressive could easily turn its Lifelines blog into a parasite SEO program if it wanted to. 
With minimal effort, it’s ranking for a medical query – an area where E-E-A-T is meant to make competition tougher.
The only way to stop this right now is for Google to spot it and enforce the site reputation abuse policy, but that could take years. 
At best, the policy serves as a short-term fix and a warning to other sites attempting abuse. 
However, it can’t address the broader problem of large, authoritative sites consistently outperforming true experts.
The site reputation abuse policy is a temporary band-aid for a much larger systemic issue plaguing Google.
Algorithmically, Google should be better equipped to rank true experts in a given field and filter out sites that aren’t topical authorities.
One of the biggest theories is the increased weight Google places on brand authority. 
The winners of the helpful content update were more likely to have stronger “brand authority” than “domain authority,” according to a recent Moz study.
Essentially, the more brand searches a site receives, the more likely it is to emerge as a winner in recent updates. 
This makes sense, as Google aims to rank major brands (e.g., “Nike” for “sneakers”) for their respective queries.
However, big brands like Forbes, CNN, Wall Street Journal and Progressive also receive a lot of brand search. 
If Google places too much weight on this signal, it creates opportunities for large sites to either intentionally exploit or unintentionally benefit from the power of their domain or brand search. 
This system doesn’t reward true expertise in a specific area.
Right now, the site reputation abuse policy is the only tool Google has to address these issues when their algorithm fails. 
While there’s no easy fix, it seems logical to focus more on the topical authority aspect of their algorithm moving forward.
When we look at the Google Search API leaks, we can see that Google could use different variables to determine a site’s topical expertise. 
For instance, the “siteEmbedding” variable implies they can categorize your whole site. 
One that stands out to me is the “siteFocusScore” variable. 
It’s a “number denoting how much a site is focused on one topic,” according to the leaks.
If sites begin to dilute their focus too much, could this be a trigger indicating something larger is at play?
I don’t think the site reputation abuse policy is a bad thing. 
At the very least, it serves as a much-needed warning to the web, with the threat of significant consequences potentially deterring the most egregious abuses.
However, in the short term, it feels like Google is admitting that there’s no programmatic solution to the problem.
Since the issue can’t be detected algorithmically, it needs a way to threaten action when necessary.
That said, I’m optimistic that Google will figure this out in the long run and that search quality will improve in the years to come.
Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.
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Rank Math Black Friday deal: up to 32% off  TechRadar
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Backspace Marketing, a Delaware-based digital marketing agency, is highlighting the crucial role of search engine optimization (SEO) in driving online visibility and long-term growth for businesses across various industries. The company emphasizes how tailored strategies and cutting-edge techniques can transform a brand’s digital footprint into a robust driver of engagement and revenue. In today’s digital-first world, search engines serve as the starting point for most customer journeys.
Businesses that prioritize SEO are better equipped to appear in search results and remain visible to their target audiences. Backspace Marketing describes SEO as both a visibility tool and a foundation for sustainable growth. Through consistent optimization, businesses can rank higher on search engines, increasing their chances of capturing the attention of potential customers.
One of the most significant contributions of SEO to small and medium-sized enterprises is its ability to attract local customers. Local SEO involves optimizing for geographically specific searches, helping businesses appear in results for nearby consumers. By focusing on elements such as Google Business Profiles, location-based keywords, and accurate business citations, companies can establish themselves as leaders in their communities.
Mastering local SEO can be challenging, especially for smaller businesses competing with larger organizations and managing the technical details of location-based optimization. Backspace Marketing advises companies to ensure consistency in key details such as their name, address, and phone number across all platforms. Encouraging user-generated reviews also boosts trust and signals search engines about the business’s relevance in its locale.
Beyond local strategies, effective SEO relies heavily on technical and on-page optimization. These foundational efforts ensure that a website is not only visible to search engines but also user-friendly.
Backspace Marketing emphasizes several critical areas, including mobile responsiveness, page speed optimization, and site architecture. By focusing on these elements, businesses can create an optimal browsing experience that retains users while boosting rankings. Compelling, well-researched content remains at the heart of any successful SEO strategy.
Backspace Marketing highlights the importance of aligning content with user intent to attract qualified traffic. Creating valuable resources such as blog posts, videos, and detailed product descriptions can set a business apart from its competitors. The agency encourages businesses to adopt a strategy that integrates keywords naturally, ensuring the content remains relevant to users while appealing to search engines.
The dynamic nature of search engine algorithms means that businesses must treat SEO as an ongoing effort rather than a one-time investment. Regularly updating content, analyzing performance metrics, and adjusting strategies to align with the latest trends are essential for maintaining a competitive edge. Backspace Marketing advises businesses to stay proactive, focusing on localized engagement and innovative content-driven strategies.
By adopting these practices, companies can achieve greater visibility, connect with their audience more effectively, and create sustainable growth. Backspace Marketing demonstrates how a comprehensive SEO strategy can elevate a business’s digital presence and provide a roadmap for businesses looking to thrive in an increasingly competitive online environment.

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