Company Overview
LBank is an exchange that provides blockchain technology services. It ranks an average of 17th on CoinMarketCap.
It uses SEO optimization and information flow advertising on blockchain-related websites for promotion.
Initial Challenges
On-site
- The overall SEO performance of the website was poor, which was unfavorable for search engine rankings.
Off-site
- Few paid channels were activated, and the overall advertising strategy was conservative.
Our Services — SEO
a) Comprehensive Website Analysis
- Customized SEO audit to increase website traffic and improve conversions.
Original Situation
- The client’s website traffic fluctuates significantly with the bull and bear markets in the cryptocurrency industry.
- In the early stage, most of the traffic came from organic channels.
SEO Implementation Plan
a) SEO Requirements Document
- Based on actual SEO conditions, customize SEO update requirements to comprehensively enhance on-site SEO for the website.
- Conduct a professional analysis of the project website, provide comprehensive optimization recommendations and requirements, and deliver actionable solutions for implementation to enhance the website's overall SEO performance.
b) KPI Development & Review
- Develop an SEO plan, breaking down KPI targets into monthly and weekly objectives.
- Conduct weekly progress reviews based on the plan.
c) Weekly SEO Reporting
d) Produce a weekly SEO report to promptly update clients on the latest traffic progress and lead generation status.
Content Optimization
Trading Product Page Updates and Expansion
- Add dedicated pages for different cryptocurrencies (BTC, ETH, popular altcoins) to capture more keywords.
Trending Events and Newly Listed Cryptocurrency Content
- Rapidly produce blog posts/announcements to boost indexing growth.
Knowledge Popularization and Trading Guides
- Topics like “What is Staking?” and “Spot vs. Futures Differences” to boost long-tail traffic.
Internationalization and Language Expansion
- Add or enhance multilingual sites (English, Korean, Russian, Vietnamese, etc.).
Technical Optimization
Technical SEO
- Improve Page Load Speed
Optimize above-the-fold rendering, cache strategies, and reduce JavaScript size.
- Mobile Experience Optimization
Responsive layouts better suited for H5/App entry point traffic diversion.
- URL Hierarchy and Standardization
Prevent duplicate crawling of parameterized pages.
Our Services — Advertising Promotion
- Campaign Objective: App registration, login, and deposits.
- Target Regions: India, Russia, Saudi Arabia, South Korea, Turkey
- Languages: English and local languages
- Channels: Localized traffic aggregators, BIGO
- Platforms: iOS, Android
Analysis & Optimization
- Track campaign performance, implement A/B testing, and optimize creatives based on results.
- Conduct weekly performance reviews and conversion attribution studies.
Our Services — SEM
- Cryptocurrency advertising on US channels requires Google's certified whitelist approval, so LBank is currently unable to run SEM campaigns.
Conclusion
a) On-site Traffic Trends
- Since March 2022, we've implemented Google SEO optimization and a comprehensive website overhaul.
- Recent overall site traffic has achieved phased growth, averaging a 60% increase.
- Organic traffic retention remains the highest.
- In September 2024, LBank's Google Ads platform underwent a brief decline due to review.
b) Deposit Status Update
Advertising Campaign Performance (Nov 2022 – Mar 2023)
- Unit: USD
Data Tool: Integrated third-party Adjust for data aggregation and analysis, using last-click attribution logic.
- Channels: Titanium, Snapchat, Apple Search Ads
- Note: Due to privacy policies, specific conversion data has been anonymized and provided in aggregate form.
Channel Performance Summary
- Registration Conversion Rates:
- Titanium: Highest
- Apple Search Ads: Second
- Snapchat: Poor performance
- Monetization Behavior:
- Apple Search Ads: Strongest performer
- Brand keyword performance surpassed Tecdo channels after optimization
Forecast
- Apple Search Ads:
- 40% of investment
- 60% of monetization revenue
- Brand traffic becomes primary ROI driver
- Display Ads: Continue new user acquisition
- Snapchat: Supporting role
- Overall Budget: ~$200,000/year
- Optimized Markets: South Korea, Turkey, Saudi Arabia
- Conversion Rate: 20% installation and subsequent conversion rate maintained post-optimization
About The Author
Stephen Tseng
Co-founder of dminorstudio. regularly writes about the intersection of AI, SEO, and B2B growth strategy.