Web3 SEO with Aaron Barefoot: Strategies for Organic Discoverability, including AI

Embark on a thrilling exploration of the digital frontier with digital marketing virtuoso Aaron Barefoot as he joins forces with your host Joeri Billast to decode the secrets of Web3 SEO. 

Unveiling a world where organic discoverability reigns supreme, Aaron casts a light on the indispensable role of SEO in connecting audiences to the blockchain marvels. From the intricacies faced by entities in the crypto sphere to the clever maneuvers around paid advertising constraints, this episode promises to arm you with the knowledge to navigate the digital marketing landscape with the finesse of an industry titan.

This episode takes you beyond the usual tactics, examining how fledgling businesses can harness the untapped potential of niche markets and privacy-focused search engines to compete with established giants. Through our vibrant discussion, we also shed light on the pivotal impact of community engagement and digital PR in shaping the success of Web3 SEO strategies. My own ventures in content creation echo throughout the episode, sharing lessons from the field in engaging audiences across diverse platforms. Whether you're a digital marketing newbie or a seasoned pro, prepare to have your horizons broadened and your strategies sharpened in this deep dive into SEO's next frontier.

Aaron Barefoot

Aaron Barefoot

Web3 SEO: Navigating the Future of Digital Marketing

In a recent episode of the "Web3 CMO Stories Podcast," hosted by Joeri Billast, an intriguing conversation unfolded with Aaron Barefoot, the co-founder of Cold Chain, a Web3 Digital Marketing Agency. This discussion delved into the intricacies of Web3 SEO and its significant differences from traditional SEO, providing a wealth of insights for anyone keen on harnessing the evolving landscape of digital marketing.

What is Web3 SEO?

Aaron Barefoot begins by defining Web3 SEO as the process of optimizing digital content to be easily discoverable in the realm of blockchain protocols, NFT collections, and decentralized technologies. Unlike traditional SEO, which mainly focuses on ranking in conventional search engines like Google, Web3 SEO encompasses a broader spectrum, including platforms like Brave, Yahoo, or Baidu.

The Challenges and Strategies

1) Regulatory Hurdles in Advertising

Aaron highlights the challenges Web3 companies face with paid advertising, given the stringent regulations and the likelihood of ads being rejected or accounts suspended on platforms like Google and Facebook. This situation makes SEO a more reliable and cost-effective strategy for Web3 businesses.

2) Decentralized vs. Centralized Search Engines

While centralized search engines like Google dominate the market, Barefoot notes the emergence of decentralized options like Presearch. He acknowledges that while these platforms offer a smaller reach, they present early opportunities for businesses to establish a presence.

3) Transparency and SEO

Barefoot questions Google's transparency, citing its complex algorithm and the shift towards more privacy-conscious platforms. This shift could herald a more decentralized web, where user data privacy is paramount.

4) Leveraging AI for Content Creation

Aaron discusses using AI for content creation, which can help bridge the gap between high-quality content and well-optimized SEO content. This strategy enables smaller businesses to compete effectively against larger players who dominate generic, high-volume search terms.

Building a Niche with Long Tail SEO

Aaron emphasizes the power of long-tail SEO in Web3, suggesting that targeting niche, zero-search keywords can surprisingly drive traffic. By focusing on emerging technologies and unique offerings, businesses can establish themselves in less crowded, yet relevant, search spaces.

The Role of Community in Web3 SEO

Unlike traditional businesses, Web3 entities can leverage their communities more effectively. Platforms like Discord and Telegram can be used to drive awareness and traffic, capitalizing on the loyal and engaged nature of these communities.

The Future of SEO in Web3

Looking ahead, Aaron sees a continued interplay between traditional and Web3 SEO. As the landscape evolves, the importance of adapting to new platforms and technologies while maintaining a presence on established ones like Google remains crucial.


This episode of the "Web3 CMO Stories Podcast" with Aaron Barefoot offered valuable insights into the evolving world of Web3 SEO. It highlighted the importance of understanding new digital marketing strategies, leveraging AI, and the role of community in building a successful Web3 presence. As the digital landscape continues to change, these insights will be invaluable for businesses looking to adapt and thrive in the Web3 era.

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This article aims to provide an easy-to-understand overview of the podcast episode for those interested in Web3 SEO and digital marketing strategies. For a more in-depth exploration, listen to the full episode and join the conversation on how Web3 is reshaping the world of SEO.


[01:54] What is Web3 SEO, and how does it differ from traditional SEO? 

[06:31] Is Web3 already providing a more transparent and fair online visibility environment, potentially giving smaller businesses an edge in SEO compared to platforms like Google? 

[11:14] For a Web3 business, are the strategies for content creation, backlinks, and rankings similar to traditional methods, or are there specific and unique tips for Web3 success? 

[15:51] What's your take on prioritizing article length for optimization, especially with AI content creation? 

[20:11] What are some underutilized channels for potential dominance, like DuckDuckGo and Medium? Are there any other platforms worth considering? 



"Web3 SEO refers to being discoverable for anyone that's looking for your blockchain protocol, your NFT collection, looking to trade on decentralized exchanges or maybe even like centralized exchanges in most cases, but looking for anything that's relevant and within the realm of Web3 and discovering organically." 

"Paid ads are very difficult to fill up the ground. In the crypto space particularly, there's a lot of regulation, a lot of SCA. In the UK particularly, and globally, as we know, the SEC and all these kind of people make it very difficult to run paid advertising and social advertising." 

"In Web3, you can galvanize like an audience and the community much quicker than potentially like a web 2 kind of space." 

"If we continue our trend of Google losing market share and decentralized or web free spaces picking up their market share, then we can see that grow." 

"There's a lot of, actually, what's very interesting, there are a lot of what they call zero search keywords. So, there's lots of keywords that I've found that tell me that there's no zero searches for a per month, and then I write a blog about it and then suddenly I'm getting traffic." 



ColdChain: https://coldchain.agency/ 



LinkedIn: https://www.linkedin.com/in/aaron-barefoot/ 


About the author, JoeriBillast

Fractional CMO
Web3 Marketing Strategist
Bestselling Author on Amazon
Host of the Web3 CMO Stories podcast