The SEO game has changed and most crypto companies haven't caught up.In this episode, Coinbound founder Ty Smith breaks down Answer Engine Optimization (AEO): what it is, why it matters more than traditional SEO right now, and exactly what crypto and Web3 brands should be doing differently to stay visible in an AI-first search world.

Over two-thirds of Google searches now end without a single click. ChatGPT serves 800 million users weekly. Perplexity, Google AI Overviews, and Copilot are where decisions are being made — and if your brand isn't being cited in those answers, you're invisible.In this episode:- What AEO actually is and how it differs from SEO- Why the shift from links to mentions is the biggest change in search in a decade- Why crypto companies face a unique trust challenge with AI models- The exact platforms AI pulls from (and how to build presence on them)- How to structure content so AI systems can extract and cite it- How to measure AEO when Google Analytics can't help you- Why the window to get ahead of competitors is open right now (but won't be forever)Whether you're running marketing for a DeFi protocol, a crypto exchange, a Web3 tool, or an NFT project, this episode will change how you think about search visibility in 2025 and beyond.- - - - - LINKS - - - - -

Work with Coinbound: https://coinbound.io

Follow Ty on X: https://x.com/TySmithHQ

Listen on Spotify: https://open.spotify.com/show/1aOrVp8kAMhgYSgKTIwaz6

After running a crypto marketing agency for 7 years, I've learned things the hard way that most agency owners won't tell you - because they don't make for a clean success story.

In this video, I'm breaking down the 5 biggest lessons I wish someone had told me before I started:

• Why being the marketing expert isn't always enough in crypto
• Why retainers aren't as stable as they sound (and how to plan for it)
• The real reason your best clients will never come from cold outreach
• Why systemizing everything is the wrong move in this space
• How fast your reputation travels in a very small world

If you're building a crypto agency, working in Web3 marketing, or thinking about starting a professional services business in this space — this one's for you.

⏱ CHAPTERS0:00 — Intro0:12 — Lesson 1: Being the Expert (But Not Always)0:26 — Lesson 2: Why Retainers Aren't as Stable as You Think0:50 — Lesson 3: Where Your Best Clients Actually Come From1:18 — Lesson 4: Why Systemizing Everything Is the Wrong Move1:49 — Lesson 5: Your Reputation Travels Fast in a Small World2:08 — Final Thoughts2:29 — Outro

In this episode of the Coinbound Podcast, we’re uncovering the most overlooked Web3 marketing tactics that could be holding your project back. Whether you're building an NFT collection, a DeFi protocol, or a Layer 1 blockchain, these are the gaps we see over and over again — and they’re costing brands growth, engagement, and long-term success.

We’ll break down:

• How to actually use SEO and content to drive organic growth

• The untapped power of email marketing in Web3

• Why most communities feel dead (and how to fix it)

• How to use data and analytics, even in a decentralized world

• The right way to work with influencers

• Why localization is the next big unlock for crypto marketing

If you want to build a smarter, more sustainable Web3 marketing strategy, this episode is packed with actionable advice that will set you apart from the noise.

In this conversation, Ty Smith delves into the differences between earned media and paid media, particularly in the context of crypto marketing. He outlines the pros and cons of each media type, discussing the speed, simplicity, and control of paid media versus the trust and organic reach of earned media. The conversation also covers the cost structures associated with both media types and provides guidance on choosing the right strategy based on specific marketing needs.
Takeaways Paid media offers speed and simplicity in execution. Earned media builds long-term trust and credibility. Analytics are more robust in paid media campaigns. Control over messaging is a significant advantage of paid media. Earned media can be more cost-effective in the long run. Paid media guarantees placement and visibility. Earned media relies on organic coverage and relationships. The cost structure for paid media is straightforward and predictable. Choosing between paid and earned media depends on marketing goals. Long-term strategies benefit from earned media approaches. Chapters 00:00 Understanding Earned vs Paid Media 04:16 Pros and Cons of Paid Media 08:50 Pros and Cons of Earned Media 10:54 Cost Structures of Paid and Earned Media

In this episode, Ty discusses the top 5 questions every prospective agency client should ask a marketing agency before they decide to hire them.

When hiring a marketing agency, it's important to ask the right questions to determine if they are the best fit for your company. Five key questions to ask are:

1. What is the size of the agency team? Matching the size of the agency to the size of your company is crucial for a good fit.
2. How does the agency communicate with clients? Understanding the frequency and style of communication is important for managing expectations.
3. What are the billing options and payment terms? Different agencies have different billing styles and payment terms, so it's important to find one that aligns with your preferences.
4. What are the agency's past results? Asking about past results and case studies can give you an idea of their track record.
5. What is the agency's approach to strategy? Understanding how the agency creates strategies and if they tailor them to each client is important for success.

Takeaways

• Match the size of the agency team to the size of your company for a better fit.
• Clarify the frequency and style of communication with the agency to manage expectations.
• Understand the billing options and payment terms before hiring an agency.
• Ask about the agency's past results and case studies to assess their track record.
• Learn about the agency's approach to strategy and if it is tailored to each client.

Chapters

00:00 Introduction: Hiring a Marketing Agency 01:30 Communication Styles 02:42 Billing and Payment Methods 03:09 Proven Track Record 04:22 Approach to Strategy 05:34 Conclusion: Key Questions to Ask Follow along:

Ty on Twitter: x.com/tysmithhq

Ty on LinkedIn: https://www.linkedin.com/in/ty-smith/

Coinbound website: https://coinbound.io

In this episode, Ty shares his five predictions for crypto marketing in 2024. He discusses the potential for fractional CMOs, the revitalization of media, the SEO shakeup, the rise of inexpensive content production, and the increasing popularity of real-life events. These trends are expected to shape the marketing landscape in the coming year. Takeaways - Fractional CMOs are becoming popular in the web3 industry, providing flexible and on-demand marketing executives for early-stage companies. - The digital media space, both inside and outside the web3 world, is experiencing a revitalization, with more budget and advertising opportunities. - Google's algorithms are changing rapidly, leading to a significant SEO shakeup and the need for companies to re-earn their rankings. - AI technology is making content production more affordable, but companies need to focus on creating unique and high-quality content to stand out. - Real-life events and conferences are gaining popularity, offering immersive advertising opportunities and attracting attendees with increased spending power. Go to Coinbound: https://coinbound.io Follow Ty on Twitter/X: https://twitter.com/tysmithhq