Case study: SEO design in a complex niche, or How we are working with the projects where every single comma counts

That's only the first case: we continue working on the project

Client

A blockchain service company with a website currently under development stage (the previous one was a one-page website and wasn’t promoted)

Our objective

Website optimization at the development stage:

• collecting a semantic core and grouping queries for the top-level landing pages, and also writing manual meta tags;
• competitors' review to create a proper website structure. Preparing recommendations for the website structure;
• providing technical recommendations for the development of new website version and implementation of EEAT factors;
• drafting a ToR for content writing;
• preparing template meta tags for non-priority pages;
• selecting topics for the blog, compiling a semantic core and providing ToR for content writing;
• developing a link building strategy.

Why it is important? SEO optimization is essential at the development stage as it allows you to instantly create a website that is all set for promotion: without any technical issues, with the right structure and fast loading. It is way cheaper and more efficient than redesigning a ready-made website.

Period of work

from November 2024 ... to the present time

Project details

The client is a company specializing in the development of blockchain solutions, a complex topic with a rather specific audience, where any technical inaccuracies will be immediately noticed by experts. The client had previously worked with an SEO contractor; however, during the implementation process, difficulties arose in aligning certain strategic decisions. For example, it was important to ensure maximum alignment of the content with the specifics of the industry, particularly in terms of accurately articulating the services. The term "Defi Exchange Development," although it holds some search appeal, does not reflect the essence of the company's activities. In contrast, "Decentralized Exchange Development" or "DEX" is a more accurate and appropriate term for a professional audience. Additionally, during the preparation of the new site structure, we paid attention to the importance of fully covering the topic, which allowed us to create a more comprehensive architecture adapted to the expectations of both the client and the target audience: (image of our structure).

Aweb's solution

Our team addressed the project in a comprehensive way:

• we carried out the audit of the current website structure and semantic core;
• offered the following hybrid approach: consider frequent queries, even if the wording may not sound perfect, still submit them through redirects or internal links (for example, the client was not happy with the name DeFi Exchange Development Services as it sounds unprofessional - DEX Development would be more correct. Previous contractors used the same page for different keywords, even though the results for Defi Exchange Development Company and Dex Development Company are different:

  The client did not approve creating duplicate pages either. So we suggested writing a separate blog post for a popular request, explaining what the correct name for the DEX Development service is and providing the link to the corresponding page);

• suggested publishing explanatory articles in the blog - not just turnkey texts, but rather content that will help the audience understand the difference in terms and avoid any ambiguities (by the way, the client immediately resonated with this idea).

Workflow

Immersion into the niche

Of course, the topic was new to our team, but instead of a superficial analysis, our specialists:

• completed the Binance Academy courses to quickly immerse themselves into the topic;
• analyzed competitors and their pages to better understand where their traffic is mainly coming from. Based on this analysis, we developed a more clear and simple division of services into separate categories and subcategories, and provided recommendations for the proper website structure to attract more targeted traffic immediately;
• analyzed Google search results for targeted queries to prepare ToR for meta tags and content for the pages;
• used AI tools to quickly immerse into the terminology and understand the subtleties and aspects related to the services in this niche.

Team work

The key role in the project played:

• sales department — established initial contact with the client, managed to explain the importance of SEO design at the website development stage;
• super-optimizer — carried out a quality audit which identified the missing frequent key queries:

During the express audit, we have found that a number of frequent key queries were missing for the Private Blockchain Development Services page. Such queries as custom blockchain development company, blockchain development services, and others were not used, thus potentially limiting the page visibility in search engines

• SEO specialist — became an intermediary between SEO and the client's technical logic. When the client had any doubts about our decisions, our SEO specialist explained them why we were doing it this way and the results it would bring back in the future.
• Project Manager — put all the parts together, ensuring a proper coordination and communication with the client.

Working with the content

A separate emphasis should be placed on the section with the texts, which we approached with extreme caution due to the exceptionally complex subject matter.

• studied the brand book and the Tone of Voice;
• created a detailed ToR for copywriters:

  

an example of ToR for one of the pages

• offered a text version generated by AI:

Screenshots of text fragments AI- https://drive.google.com/file/d/1c4X6Wuv1Zdmk-BqS3DcufcRx0fWBlGkM/view?usp=sharing Copywriter- https://drive.google.com/file/d/1MQPrL6dWulGXwLK4dqM7nDHrt1znyf-u/view?usp=sharing The client was surprised by the quality of the AI-generated text — it appeared more technical; however, considering the complexity of the niche and the specifics of the target audience, they decided to write the texts with their own team, while keeping us responsible for editing and SEO adjustments. Additionally, we created a separate file where we collected all the client's requests for the texts and emphasized the need to use the company's brand book when preparing them:

First results and client's feedback

The client saw us as partners who truly listen and understand the specifics of the business. What left an especially positive impression was our ability to pick up and develop ideas that were important to them — this became the foundation for trust and productive collaboration. Moreover, our willingness to tackle complex decisions and provide clear explanations was one of the key success factors at this stage.

Show must go on

This case is just the beginning of our cooperation with the client. The work is still in progress, and we will continue testing solutions in search results, expanding the SEO structure, launching a blog as a traffic channel, and updating the copywriting (depending on the results). Most importantly, we already know how to do SEO in complex niches. If your business is somehow similar with this case study, we can work with you using the same comprehensive, detail-oriented, and effective approach.

Project Team

Project Manager: Oleksandra Nesina Optimizer: Artem Kruhlik ```