This is an article ‘How Is SEO Relevant To Web3 Platforms’ by Marc Primo Warren
As the internet and its use continue to evolve, users have long been racing for considerable adjustments in the advent of more highly interactive Web3 platforms. If Web2 is more company-centric regarding SEO data management, Web3 allows users to connect and engage with other users more efficiently and without much worry about too many algorithm barriers. This considerable change enables external users to create modifications for the websites they visit depending on the need of the majority and makes your SEO efforts more tailor-fit for your audiences via their personalized search engines and recorded search history.
Making these new Web3 platforms work for your brand in terms of SEO strategy is an ongoing trial and error journey for most marketers these days. With such complex technologies as blockchain and the Metaverse coming into play, many brands are still testing the waters to determine the most viable SEO strategy for their campaigns.
What is Web3?
For internet users to understand the internet’s current capabilities via Web3, it’s essential first to look at how it has evolved.
The first web version was launched in 1989 and thrived until 2004 with its read-only method. Back then, HTML websites with HTTP protocols were more static than engaging for users and focused more on content for information purposes only. Early SEO strategies for Web1 websites were limited to search engines like BackRub, which eventually became Google by 1997.
Carrying the strategies that made SEO essential for every marketing campaign, Web3 also places more value on the inbound marketing approach that promotes a brand’s relevance and user engagement, which are both critical for modern Google algorithms. This third-generation evolution of the internet combines the utilization of artificial intelligence, machine learning, and decentralized protocols with blockchain and the users’ ownership and management of their data. It’s highly secure, and data manipulation is close to impossible.
Performing SEO strategies on Web3 platforms such as the Metaverse makes brands more accessible to users looking for relevant results of their searches and gives them a highly personalized journey when they visit websites. User privacy is improved while data sharing is at its most accessible while giving brands better insights about their buyers and the performance of their paid ads and organic campaigns.
Inbound marketing on Web3
Suppose the main objective of the inbound marketing flywheel is to create a cyclic engagement with a brand’s customers. In that case, Web3 makes it easier to attract, persuade, and continually engage with its audiences.
Deeper customer relationships form with helpful feedback and more thoughtful decisions about their customized journeys as Web3 platforms provide the proper outlets for brands to disseminate their content and stories for better loyalty.
With today’s customer relationship management (CRM), and eCommerce tools at your disposal, it’s also easy to execute inbound marketing tasks as you keep an eye on trends about social media parameters that can optimize your online presence.
Of course, marketers are still in the experimental stage of their Web3 campaigns. Still, the potential is undeniable for more valuable connections with brands and customers given today’s prevalence of cryptocurrencies and non-fungible tokens (NFT), which marketers can further explore through NFT-gated exclusive storefronts selling the same on cross-chain platforms. With proper inbound marketing and SEO strategies, brands have the opportunity to empower their customers, create more personalized relationships, and build brand loyalty.
What you need to know about blockchain on Web3
For brands transitioning to Web3 marketing, SEO and flywheel strategies are integral in driving a more engaging customer journey. Data-driven website management optimized to reflect in search engines means developing high-quality content that will attract potential loyal customers in the long run. Blockchain technology can help further drive these strategies by allowing brands to track and monitor customer interactions and data.
Blockchain can also help derive more innovative insights when identifying audiences for your marketing campaigns. As Web3 platforms aim to engage customers more directly, blockchain offers a more secure and viable information-sharing channel that is decentralized and scalable. Knowing how tokenomics, NFTs, and cryptocurrencies work will soon be essential for brands engaging in eCommerce, especially those who want to push their advertising campaigns to the Metaverse.
Given the recent developments for Web3, SEO marketers should continue to comply with search engine guidelines regarding website indexing and content management. Covering all the touchpoints poised to evolve due to Web3 developments must be the priority of every SEO strategist during the disruptive transition from Web2, meaning every marketing asset should be more experiential and search intent-optimized to create traction.
The best practices that utilize blockchain technology include HTML tags, URL structures, spider-trackable text, secure environments such as HTTP, and sitemaps and robots.txt to ensure your website’s proper indexing on the Metaverse.
Regarding SEO strategies on blockchain platforms, brands can continue reviewing how they set the right goals, engage more audiences through evergreen content, highlight focus and long-tail keywords, link building, and website optimization for higher site traffic.
Implementing a successful blockchain SEO campaign helps increase your sales and establish the brand as an industry authority in cryptocurrency and tokenomics.
What to expect
With their current algorithms, Google and other search engines continue to reward relevant content and offer high engagement for users. It would be best not to expect significant changes soon as more brands transition to Web3.
Instead, try focusing on using data that can give you a clearer picture of user involvement and behavior through account-based marketing. The Metaverse is meant to be experiential in the way users engage with brands in all aspects of their customer journeys.
Remember, whatever is ahead for the future of the internet, the most successful content will always be those with the highest user satisfaction and engagement rates. Including informative ways how users can engage with your brand via Web3 is one such evergreen content that can help push things forward during the transition.
With the right SEO strategy in place that keeps abreast with current Web3 trends, businesses have the opportunity to further improve how they interact, engage, and build loyalty among their customers.