Interest over time for the term “Web3.”
Source: Google Trends

Let’s unpack what Web3 is and how it will reshape how we approach gaining authority and reaching our audience online.

What is Web3 (and Why Marketers Should Care)

Web3 is the next stage of the internet, promising to shift power away from big tech companies and towards individual users. Key features include:

• Decentralization: Built on blockchain technology, eliminating single points of control.
• User Data Ownership: Individuals have more control over their information and how it’s used.
• New Economic Models: Token-based systems can incentivize participation and community-driven growth.

Why Marketers Should Care

• Trust Redefined: Web3 signals a move away from relying solely on large platforms, demanding that brands build direct trust with their audience.
• Hyper-Targeted Communities: Web3 fosters niche communities where deep engagement is possible.
• The Early Adopter Advantage: Understanding and adapting to Web3 principles now puts you ahead of the curve.

Section 1:  Web3’s Impact on Search & Link Building

Let’s check out a few factors that will impact link-building:

Lesser Impact Of Domain Authority

For years, website owners and marketers have obsessed over “Domain Authority.” This score tells you how likely a site is to rank high in Google. In the old web, building links from big, popular websites was the key to success. Web3 is changing the game.

Decentralization is at the heart of Web3. It’s about breaking the grip that giant tech companies have on our data and experiences online. In this new world, a small but trusted Web3 project’s website could outrank a general news site, even if the news site has tons of traffic.

Why does this matter? Picture this: You run a small Web3 startup offering a secure file storage solution. Traditionally, securing a link from a popular tech review site would be a major win.  But in Web3, a trusted influencer within the blockchain development community sharing your solution might be far more valuable, even if their personal blog gets less overall traffic.

Niche is King

Niche relevancy is important now, but in the future, it will carry even more weight. A backlink from a highly focused Web3 development blog will likely carry more weight for your blockchain project than a mention on a general-interest website, even if that website gets millions of visitors. 

This is because trust and relevance matter more than ever in a world where anyone can launch a website. Web3 search engines (both existing and those in development) will seek to align with this value shift.

The Rise of Decentralized Search?

This could dramatically change the way we discover Web3 projects and services. Existing search giants might not be able to keep up if they don’t adapt their own algorithms.  So, how might decentralized search work differently?

• Community-Driven Signals: Blockchain-based reputation systems could be factored into how trustworthy a site is deemed. Think of it like an extended version of how Reddit’s upvote/downvote system works.
• Tokenized Incentives: Some projects envision search systems where users are rewarded with tokens for finding and surfacing the best content.
• Less Censorship: The decentralized nature of Web3 makes it more difficult for any single entity (like a government or corporation) to control search results.

Important Note: Decentralized search is still in its early stages. Many projects are experimental. However, they represent a major shift in thinking about how we discover information online.

Importance of Backlinks 

While Web3 shakes up the playing field, it’s important to understand that backlinks will not fade into irrelevance. They remain a crucial signal of authority and trustworthiness. Here’s why:

• Reputation Reinforcement: Even on a decentralized web, projects will seek links from established, respected sources within their Web3 niche. This builds credibility for new ventures.
• Crawlability: Search engines (even decentralized ones) still rely partially on links to understand how websites are related, and which ones hold greater weight.
• Visibility beyond your Bubble: Earning backlinks outside of the immediate Web3 community can introduce your project to a wider audience of potential adopters and partners.

Key Difference: The tactics to gain these valuable links will require significant shifts to succeed in Web3.

Section 2: New Strategies for Web3 Link Building

The core ideas of Web3 – like valuing community, transparency, and the exchange of verifiable value –  will redefine successful link-building for businesses in all industries.  Here’s how to adapt:

Relationships Over Outreach

While mass outreach might sometimes yield results in traditional scenarios, the Web3 landscape demands a different approach.  This means:

• Community as Your Asset:  Become a genuinely helpful resource in online spaces relevant to your niche. This is where potential link opportunities organically arise.
• Influencer Marketing Evolves: Seek collaborations with individuals known for their expertise, even if their audience size isn’t massive. Web3 favors depth over breadth.
• Partnerships Built on Mutual Benefit:  Look for ways to align with businesses providing adjacent services or whose target audience closely matches your own.

Proof of Value Content

In Web3, demonstrating expertise transcends the typical blog post. To attract high-quality backlinks, think about creating content that delivers something truly unique and valuable to your industry.  This includes:

• Original Research and Data: Conduct your own surveys, analyze trends, and present insights no one else has. This type of content naturally attracts links and positions you as a thought leader.
• In-Depth Tools and Calculators: Build free interactive resources relevant to your niche. Other sites will want to link to these because they enhance the user experience.
• Industry-Specific Explainers: Break down complex topics related to your industry. This helps people learn and makes you a trusted source of information.

Example: Marketing Technology

• Article Title: “How Does Email Marketing Automation Work? A Non-Technical Breakdown”
• Format: A longer article or a short explainer video using analogies and plain language to describe automation triggers and workflows.
• Why it Attracts Links: SaaS review sites, small business blogs, or other marketing resources could link to this as a helpful resource for their audience.

Important Note: Executing these strategies may require significant investment. Focus on areas where you have a genuine knowledge advantage.

Section 3: Evolving Practices To Stay Ahead

Web3 is still in its early stages, and the ways we build authority and visibility online are bound to shift with it. To truly succeed in this space, a flexible mindset is just as important as any specific tactic. Consider these key areas:

Web3-Specific SEO Tools

Traditional SEO tools may not fully grasp the nuances of decentralized search or how reputation is measured on the blockchain.  Keep an eye out for new tools tailored for:

• Reputation Tracking: Projects like Kleros offer solutions to analyze sentiment and track reputation in decentralized communities.
• On-Chain Analysis: Tools like Nansen help identify influential wallets and trends within the crypto and NFT ecosystems.

The Value of Semantic Relevance

Write content that’s clear for both humans and potential search algorithms.  To excel in a Web3 world, focus on:

• Topic Depth Over Keywords: Explore all angles of a subject rather than relying on single keyword repetition.
• Semantic Keyword Research: Use tools like Clearscope, MarketMuse, SurferSEO, and SEMrush’s Topic Research tool to uncover related terms and how people naturally search for information within your niche.
• Structured Data: Using schema markup helps search engines understand the key elements and relationships within your content.

Mythbusting: Keyword Stuffing vs. Natural Language

It’s tempting to think cramming your content full of keywords will help you rank. In reality, search engines (and especially those in a decentralized structure) are designed to prioritize content that reads naturally and provides genuine value. Focus on addressing your audience’s needs, and search engines will follow.

Embracing Adaptability

The best practices of today may be obsolete in a year. Stay ahead of the curve by:

• Active Community Participation: This is your first line of defense in spotting new trends and potential opportunities.
• Follow Emerging Web3 Projects: Even those outside your niche might pioneer new link-building or outreach strategies you can adapt. Stay plugged into Web3 news sources like Web3 Foundation for the latest developments.

Conclusion

Link building in the age of Web3 demands a new approach.  Focus on becoming a genuinely helpful and respected contributor to online communities within your niche. Create content that goes beyond the basics, offering original insights or unique tools.  Above all, embrace adaptability, as the best practices within Web3 will continue to evolve.

Building authority and trust takes time.  But if you start today by genuinely engaging in online communities and consistently creating valuable content, the links, recognition, and success you seek will naturally follow.

Glossary for “Link Building in Web3”

• Blockchain: Blockchain is like a super secure record-keeping system shared across lots of computers, making it difficult to cheat. It’s what powers Web3.
• Decentralized: Not controlled by one big company or organization. Web3 is all about putting more power in the hands of users.
• Decentralized Search: Search engines that might work differently than Google, potentially looking at things like how well-respected a website is within its community.
• On-Chain Analysis: Looking at all the data stored on the blockchain to find trends.
• Proof of Value Content: Content (like articles, videos, tools) that’s REALLY useful and unique, not just basic information.
• Semantic Relevance: How well your content matches what someone is actually searching for, not just specific keywords.
• Smart Contracts: These are like little computer programs on the blockchain that automatically do things when certain conditions are met.
• Token: A kind of digital asset on the blockchain, sometimes used as a reward or a way to participate in a Web3 project.
• Web3: The next version of the internet, focused on giving users more control and using blockchain technology for new possibilities.

Frequently Asked Questions