Inspired by Ethereum projects who have successfully been using SEO techniques to grow their user base (like coingecko), this proposal introduces four basic SEO campaigns that aim to help Sushi grow its user base, retention and engagement, by converting search traffic and educating new users about the benefits of DeFi and Sushi’s products specifically.
Through SEO-optimized content, we can cover the learning process for the whole spectrum of blockchain users - from users who have only been trading on centralized exchanges, to anyone already interested in contract-based trading and yields. Once set up, our campaigns will bring in interested users from Search, Social Media and Youtube, educate them about DeFi and guide them through all Sushi products.
I aim to collaborate with the group of Sushi Samurai, who have been onboarding and helping community members for a while. They recently got official support by the DAO to run Sushi’s day-to-day customer support and implement a knowledge base of Sushi- and DeFi related topics, and I want to help them write content and optimize existing content for user acquisition. I am also collaborating closely with @Govmrk @0xbella who recently started supporting the Sushi marketing team.
Here’s what we should start with:
I propose setting up a FAQ, with the aim to drive traffic to Sushi.com from search queries related to DeFi, token trading, yield farming, etc. I will collaborate with the Samurai and the core team through this process:
- Keyword research
a. using SEO tools (eg. ahrefs.com)
b. research of sites which target similar traffic, like other DeFi DApps, centralized exchanges, marketcap sites, etc.
c. research FAQ on Crypto Twitter, forums, blogs (eg. often-posted questions like “Where does DeFi yield come from?”)
- Draft first version FAQ
- Discuss, update, finalize text
- Draft page with the design team
- Set live into production
I will follow a similar process as above, to SEO-optimize individual token pages that are currently being designed by the core team. This will allow Sushi.com to get traffic from anyone searching about specific tokens on Google, and to increase general SEO ranking and number of backlinks. The cool thing is that I can implement templates once, and then automate the process for any new tokens added to Sushi.
Check the difference in keywords between Coingecko and Sushi, to get a feeling for the opportunity. Sushi only ranks for words directly to Sushi, while Coingecko converts traffic mainly from searches about tokens.
The objective here is to build educational courses, similar to Coinbase Earn, Gitcoin Quests, or RabbitHole to funnel search traffic onto Sushi.com and incentivize new users to learn about the benefits of Sushi’s products. This involves compiling content, implementing quiz pages, and setting up a reward structure - eg. reputational NFTs minted on Shoyu.
I will start by fleshing out Sushi product explainers, How-To’s and walkthroughs. And later we’ll extend the site to more general DeFi courses, to capture the high traffic, low competition long tail of search traffic.
Again, this overlaps with Samurai’s plans for a similar platform. And I would love to support them fully
And finally, I want to reward members of the Sushi community to educate their audience in their own creative ways. I start by implementing a simple grant process for anyone who wants to become a Sushi ambassador by writing a blog or Tweet thread, or making a video about any of the Sushi products. Similar to how the SEO support scales into the long-tail of tokens, this program should scale into activating the long-tail of Sushi community members.
I hope that offering this continuous bounty program for content creation will incentivize the more experienced members of our community to mentor those just starting out, thus increasing user acquisition and retention - benefitting all Sushi stakeholders.
So, that’s the plan. I’d love to hear your thoughts!
- Specific ToDos
- Scalable benefits: Technical SEO benefits Sushi for the long term, while it has to be implemented only once
- Data-driven marketing gives us trackable KPIs and new insights into Sushi users
- Synergies with Samurai and core team content
Let me know if you see any downsides or campaigns I would rather invest my time in!
- Yay. Help Sushi with SEO
- Nah. Let’s focus on crypto marketing