Enhancing Traction through SEO for Centrifuge in the Real World Asset (RWA) Space

Centrifuge Governance Governance discussion
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Introduction:
I conducted a search for Real World Asset (RWA) crypto tokens on Google not only in my place but also across various geographical locations using a VPN and found that Centrifuge is not ranking anywhere near the top of search results—often not even on the first three pages. Centrifuge focuses on attracting institutional, retail, and large investors, it is critical to increase visibility and awareness to realize its full potential. One of the most effective ways to achieve this is by leveraging Search Engine Optimization (SEO) strategies. SEO will not only increase organic traffic to Centrifuge and its prominence in the RWA space but will also attract retail investors who are actively searching for opportunities in tokenized RWAs, providing a direct avenue for growth and educating the community about the project.

I would like to outlines the importance of integrating a strong SEO strategy for Centrifuge’s in RWA space and how it can lead to increased awareness, higher traffic, and an enhanced market presence—particularly from direct retail traffic, rather than relying heavily on influencer-driven marketing or content creators. SEO enables Centrifuge to engage directly with potential investors who are genuinely seeking information, leading to more meaningful engagement.

1. Understanding the Power of SEO for Centrifuge:
SEO is the process of optimizing digital content to rank higher in search engine results pages (SERPs), making it easier for users to find relevant information. For Centrifuge, SEO will be a powerful tool to engage retail investors, users, and other stakeholders actively searching for tokenized real-world assets and decentralized finance opportunities.

Key Benefits of SEO for Centrifuge Tokens:
• Increased Visibility: Ranking higher on search engines will increase Centrifuge’s visibility among users searching for real-world asset-backed tokens and DeFi solutions, driving organic traffic directly to the platform.
• Targeted Traffic: SEO allows Centrifuge to attract highly targeted traffic from users already interested in RWAs and Centrifuge’s offerings.
• Direct Retail Attention: Unlike influencer or YouTuber-driven marketing, which may not always guarantee high-quality engagement, SEO will allow Centrifuge to attract retail investors directly—users actively searching for information about tokenized assets, DeFi, or blockchain-backed finance solutions. This focused traffic is more likely to convert into engaged users and investors.
• Building Trust and Credibility: Ranking for relevant keywords establishes Centrifuge as a credible source in the RWA and DeFi space. Users are more likely to trust and engage with a platform that appears prominently in search results.
• Cost-Effective Growth: SEO is a long-term, sustainable approach compared to paid advertising. Once SEO efforts are in place, they will continue to generate organic traffic without the need for ongoing expenditures.

2. Strategy to Optimize SEO for Centrifuge Tokens:
To effectively leverage SEO, a multi-faceted strategy should be implemented, involving content creation, on-page and technical optimization, and a strong backlink-building approach.

A. Keyword Research and Content Creation:
• Targeting High-Intent Keywords: Focus on keywords related to tokenized real-world assets, such as “tokenized real estate DeFi,” “Centrifuge,” “Real World Assets,” “DeFi asset-backed tokens,” and “investing in tokenized assets.”
• Educational Content: Develop valuable content that educates potential users about how Centrifuge tokenizes real-world assets and the benefits of participating in the DeFi ecosystem. This content could include blog posts, articles, and comprehensive guides. Additionally, it’s important that this content be available in multiple languages, not just English.
• Success Stories and Case Studies: Publish case studies showcasing real businesses and projects using Centrifuge to tokenize assets. These success stories will help demonstrate the platform’s effectiveness and attract more users.

B. On-Page SEO Optimization:
• Content Optimization: Ensure that all web content, including landing pages, blog posts, and articles, is optimized with targeted keywords. This includes meta descriptions, headers, image alt-text, and the body of the content.
• Website User Experience: The Centrifuge website must be well-organized, easy to navigate, and mobile-responsive. A positive user experience will improve engagement and reduce bounce rates, which are key factors in SEO rankings.

C. Off-Page SEO and Backlink Strategy:
• Building High-Quality Backlinks: Obtain backlinks from authoritative websites in the blockchain, DeFi, and finance sectors. This will improve SEO and increase Centrifuge’s credibility, drawing more organic traffic from users interested in tokenized RWAs.
• Guest Posting and Strategic Partnerships: Collaborate with DeFi and blockchain-focused websites and platforms to write guest posts or sponsor content. This approach will help Centrifuge reach a larger audience while building a network of quality backlinks.

D. Local and Global SEO Efforts:
• Regional SEO: Optimize content for specific geographic markets, particularly those where interest in tokenized real-world assets is growing. These may include regions in North America, Europe, and parts of Asia.
• Global SEO Reach: Given the global nature of Centrifuge’s RWA tokens, the SEO strategy should be designed to attract international traffic from users across different regions who are interested in tokenized assets and DeFi.

3. Expected Outcomes from Implementing SEO for Centrifuge:

By employing a robust SEO strategy, Centrifuge can expect the following outcomes:
• Increased Organic Traffic: Higher visibility in search results will drive more organic traffic to Centrifuge’s platform from users searching for RWA-related DeFi opportunities.
• Direct Engagement from Retail Investors: Unlike influencer-driven attention, SEO will attract retail investors who are specifically interested in tokenized assets. These users are more likely to convert into active participants on Centrifuge, rather than just casual followers or passive viewers.
• Enhanced User Engagement: Well-optimized content and an improved user experience will lead to longer visit durations, more interaction with Centrifuge’s offerings, and a lower bounce rate.
• Higher Conversion Rates: Increased trust and organic visibility will lead to greater user sign-ups, involvement in RWA token offerings, and investments on the platform.
• Stronger Market Position: By consistently ranking well for key RWA-related keywords, Centrifuge will strengthen its position as a leader in the tokenization of real-world assets within the DeFi ecosystem.

4. Conclusion:

SEO is a vital tool in increasing awareness and adoption of Centrifuge tokens. By implementing a comprehensive SEO strategy, Centrifuge will improve its digital presence, attract targeted organic traffic, and enhance engagement with retail investors who are directly searching for opportunities in tokenized real-world assets. Also institutional interns also use Google search :wink: we cover that area too.

With SEO, Centrifuge will not only drive more organic traffic but will also engage with a more relevant, targeted audience, which is more likely to convert into long-term users and investors.
I would like your valuable feedback or suggestion if I missed any so that we can put it on Governance proposal for both short term and long term actions.

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Yes! 100% approve of implementing an SEO strategy for Centrifuge. Great post, @Eshwar!

How do we make this happen, team?

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Thank you, @Eshwar, for the great overview and important topic to touch on.
I wonder what the Centrifuge Marketing Team is thinking about this.

  • Is this was useful?
  • Is there something that Centrifuge is already using?
  • Is there something that Centrifuge would like to improve?
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Thank you @TheMarcus and @ImdioR for support.

As I have already detailed it out targeting High-intent keywords should be the first step it will improve our ranking in search for Centrifuge. I can say for sure when someone looking for Real world Assets in crypto I did not see the Centrifuge in first 3 pages of search results, off course these results vary based on location but buying the search words and having our project on top of the list can bring more traffic as well.

But I would stay away from sponsored links as that turns off people in general and will also cost us more.

Also from community we need a lot of educational content that can explain to both normal individuals both by blogs or simple animation videos that are directly on the blog which back link traffic to Centrifuge website.

Finally for every site simple data like number of visits, region and time people spend on site should be already be available, so once the strategy is implemented the numbers speak for themselves if the action yielded the intended results or not!!!

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Hey everyone, Mariia here from Product Marketing!

Thanks for bringing this topic up! I’ve been with Centrifuge for just over two months, but SEO is definitely on my radar. I agree with many of the benefits mentioned, but we also need to consider the pools we’re adding, the target audience, and what will bring the most success now and in the future.

Optimizing search is a process, so we need to focus on what makes sense for long-term gains. Getting to the first page of search results takes time, but right now, we’re laying a solid foundation for that growth.

Here’s what we’ve been working on:

  1. We’ve already started auditing our positions and the competition. This will give us insights into where we stand and how to build our strategy moving forward. 1.1 As part of the audit, we’re also looking at our blog performance, which is currently hosted on Mirror and not contributing to Centrifuge’s SEO.
  2. We’re moving the website to a CMS that will allow the marketing team to update and add content more quickly and with higher quality. This will also give us the chance to improve technical SEO (metadata, tags, etc.).
  3. We’re updating the documentation, which, based on initial analysis, is already well-indexed by Google and ChatGPT.

Once we’ve covered these elements, we’ll review the audit results and discuss the next steps. Our ultimate goal isn’t just to focus on search optimisation, but rather making sure we are attracting the leads that would help us grow the protocol, increase the adoption of tokenized assets, and attract attention from those who can invest in them.

So guided by creating relevant content, building awareness, and driving relevant traffic to our website, we will also be working on improving our positions.

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