0x (Matcha)
2023-Present

0x Matcha SEO & Content Strategy

Role: Content Manager
Duration: 2+ years

0x Matcha SEO & Content Strategy

The Challenge

When I joined 0x in 2023, Matcha was a powerful DEX aggregator but struggled with discoverability and user education. The product was technically superior but wasn't ranking well for key DeFi search terms and users didn't understand the value proposition.

Key Constraints:

  • Low search visibility - Not ranking for key DeFi and DEX terms
  • Complex product - DEX aggregation is difficult to explain simply
  • Competitive landscape - Uniswap, 1inch, and other aggregators had strong SEO presence
  • Technical content - Existing content was too technical for average users

The Strategy

I developed a comprehensive SEO and content strategy focused on making DEX aggregation accessible and discoverable:

1. SEO Foundation

  • Keyword research targeting DeFi and DEX-related terms
  • Technical SEO improvements across the entire platform
  • Content optimization for search intent and user experience
  • Schema markup for better search visibility

2. Content Strategy

  • Educational content explaining DEX aggregation benefits
  • Tutorial content for new DeFi users
  • Comparison content highlighting Matcha's advantages
  • Video content for complex concepts

3. User Education

  • Getting started guides for new users
  • Best practices for DEX trading
  • Security education for DeFi users
  • Advanced strategies for experienced traders

The key insight was that users don't search for "DEX aggregator" - they search for "best way to trade crypto" or "how to get better prices on Uniswap."

The Execution

SEO Implementation

  • Keyword optimization for DeFi and trading-related terms
  • Content structure improvements for better crawlability
  • Internal linking strategy to distribute page authority
  • External link building through partnerships and content

Content Production

  • Educational articles on DEX trading and DeFi
  • Tutorial content with step-by-step guides
  • Video content explaining complex concepts
  • Comparison content highlighting Matcha's advantages

User Experience

  • Onboarding content that reduced user friction
  • Help documentation that answered common questions
  • Video tutorials for visual learners
  • Community content from successful users

The Results

SEO Performance

  • 4x increase in website traffic through strategic content and SEO
  • 150+ first-page Google search entries (60 top-3 results)
  • Matcha blog accounts for 40% of all website traffic
  • 58% of search impressions driven by content strategy

Content Impact

  • Educational content that built user trust and authority
  • Tutorial content that improved user onboarding
  • Video content that made complex concepts accessible
  • Community engagement through valuable content

User Acquisition

  • Improved user onboarding through better content
  • Increased user retention through educational content
  • Enhanced brand recognition in the DeFi space
  • Better user understanding of DEX aggregation benefits
4x Growth
Website traffic
150+ Entries
First-page Google results
40% Traffic
From blog content
58% Impressions
From content strategy

Key Learnings

What Worked ✅

  1. User-focused content that addressed real trading needs
  2. SEO optimization that made content discoverable
  3. Educational approach that built trust and authority
  4. Video content that made complex concepts accessible

What Didn't Work ❌

  1. Technical jargon that confused average users
  2. Feature-focused content instead of benefit-focused
  3. One-size-fits-all content without considering user experience levels
  4. Over-optimization for keywords without considering user intent

Next Steps

The content foundation is now in place for continued growth. The focus has shifted to:

  • Advanced trading strategies for experienced users
  • International expansion with localized content
  • Community-driven content from successful traders
  • Innovation in DeFi education and user experience

This case study demonstrates the power of user-focused content in the DeFi space. The key was understanding that users need practical, actionable information about trading, not technical explanations of how DEX aggregation works.

Interested in learning more about SEO and content strategy for DeFi projects? Get in touch to discuss how we can apply these principles to your project.