Raddev · Case study
Crypto exchange MEXC was checking whether to invest in the Ukrainian and Polish markets. We built an SEO strategy, wrote and published 75 articles, and drew up a plan for how the exchange could earn trust in the new market.
MEXC is an international crypto exchange. It already had its own customers; new ones came through referrals and paid advertising. The exchange decided to enter new markets, and we took on part of the work in Ukraine and Poland: the SEO strategy, blog articles, reputation work and PR consulting.
The exchange needed to appear in search where hardly anyone knew it. In Europe, getting from zero to the top 10 for competitive queries takes years, so there was no point chasing sales straight away. We set the goal like this: establish the exchange’s presence, build trust with search engines and, within three months, find out whether this direction was worth further investment.
We collected keywords in Ahrefs across three clusters: crypto, bitcoin and mining. For each query we defined what the person wants: to understand a topic, compare services or buy. On that basis we built the blog structure, a content plan and an internal linking scheme.
We wrote and proofread articles in Ukrainian and Polish. Almost all of them are informational. There were few commercial pages: turning a reader who had never heard of the exchange into a customer straight away was not the goal.
Besides broad queries like «що таке майнінг», we targeted narrow ones: «криптообмінники Львів», «криптообмінники Київ», «крипто кредит в Україні». They have fewer competitors. The query «крипто кредит без залога» has a difficulty of 1 out of 100 in Ahrefs and is searched 700 times a month.
Anonymity is built into the very idea of crypto, but for an exchange it lowers trust — among people and search engines alike. So, alongside SEO:
Technically, the blog was in good shape and didn’t need rebuilding. We put the SEO requirements into a set of guidelines, and the exchange’s own developers implemented them.
Across three clusters: crypto, bitcoin and mining.
All on narrow topics, such as «Криптообмінники Львів – де обміняти криптовалюту безпечно».
The exchange got what it ran the test for: data on whether and how to invest in the market. In effect, we ran a research project for it. MEXC then continued the work with its own team — steadily, but at a slower pace.
In a new market, the first rankings come from narrow topics: all 18 articles in the top 10 are about a specific city or a specific service. Broad queries take years of work; narrow ones take months.
Search engines judge a crypto exchange more strictly than an ordinary website. So we start reputation work at the same time as SEO, not after it.
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