Using the Three Pillars of SEO to Transform BCB Group’s Online Visibility

BCB Group had cemented themselves in the crypto industry and were already very well known for their ability to offer reliable, rapid payment services in an increasingly volatile market.

They came to Embryo wanting to build on this reputation and grow their organic presence on Google’s search engine results pages. BCB Group wanted to leverage the benefits of organic search engine optimisation (SEO) so that they could be found on page one of Google for keywords that would bring them more business.

While new to the world of cryptocurrency the Embryo delivery team knew that their belief in a set of SEO principles would bring BCB organic success over a period of time.

The team set about creating a strategy that would combine all three pillars of SEO. They would create informative, keyword dense long-form content as well as eye-catching PR campaigns that would drive high authority backlinks to BCB’s website. Finally, Embryo’s Technical team would make changes to the back end of BCB’s website so that it provided the user with the fastest experience possible when they arrived on a page.

By working on the content, technical side, and the site’s authority, we would give the BCB site contextuality and trust, both in the eyes of the user and search engines. These latter two elements are essential for any SEO campaign.

We performed a technical SEO audit and created an action plan from the findings. We also advised BCB in the making of the new website and detailed to them the procedures we needed to carry out in order to keep any impact on organic performance to a minimum. Before the new site went live, we helped them carry out pre-launch testing and identified potential bugs or areas that could affect user experience. In November 2021, we also helped BCB migrate domains from .io to a .com site.

The content side of the Organic team went about creating 4-5 evergreen pieces of content a month. This content targeted keywords relevant to BCB and was designed to entice potential customers into approaching Oliver and Oliver’s (the two founders of BCB) team over competitors. To help increase the notoriety of the business, 1-2 reactive PR pieces were created each month in order to gain backlinks from high-domain publications.

Within the first month of working with the BCB Group, we secured an exclusive with the Daily Express by using Oliver’s market insights as he shared his thoughts on how people should invest in crypto. This piece of coverage earned the business 16 pieces of coverage from news platforms of a max domain authority 94, 4 backlinks to their site, and exposed them to a readership of 313 million.

Some notable year on year results (1st Jan to 31st Dec 2020 vs 1st Jan to 31st Dec 2021):

• 119% increase in new users.
• 11% reduction in the bounce rate.
• 149% increase in page views.