Turning CoinStats into a search-led acquisition system

Context

CoinStats is a crypto portfolio manager used by over 1.2 million monthly active users. Holdings across 300 wallets and exchanges, 70 blockchains, and 1,000 DeFi protocols. One place.

I led SEO and ASO from July 2021 to October 2023.

The product already worked. Search did not yet work like a system. Coin pages were auto-generated and thin. High-intent calculator and sentiment queries belonged to someone else. Ecosystem holders had no tailored door in. App store listings showed features. They did not prove the job to be done in the first frame.

Five bets. One thesis: organic acquisition compounds when every surface matches intent and feeds the product.

Problem

Coin price pages were the money URLs. Automatically generated. Weak content on majors. Soft internal linking. Design that did not match how traders scan a price page. Hard to compete with category leaders on that footing.

Utility demand was real and unowned. People search for profit calculators and Fear and Greed every cycle. CoinStats had the brand and the product. It did not have the pages.

Chain-specific holders searched for tracking on Solana and other ecosystems. Generic homepage intent missed them.

ASO left the primary keyword and core value prop out of the first screenshot. Users deciding in a scroll never got the pitch.

Approach

1. Coin price page revamp

We treated the template like a product surface.

Custom content for the top 50 coins. Stronger internal linking across the coin graph. Design that matched searcher expectations. Cleaner heading structure. Dedicated HTML sitemaps for crawl. Selective outbound links to authoritative competitors to reinforce topical context.

The goal was not prettier boilerplate. It was a page that could win price-tracking queries and still push people into the portfolio product.

2. Crypto Profit Calculator

I led creation of an SEO-first tool for high-intent profit-calculation queries, built with product, design, and engineering.

User-friendly. Clear conversion paths into the portfolio tracker. A marketing funnel that started in search and ended in product use.

Live at coinstats.app/crypto-profit-calculator.

3. Fear and Greed Index

Crypto journalists already mentioned Fear and Greed constantly. We built the page they would want to cite: comprehensive, designed, optimized.

Strategic SEO and brand in one asset. Organic traffic plus passive link acquisition. No outreach theater as the engine. Utility that matched a repeating industry question.

Live at coinstats.app/fear-and-greed.

4. Ecosystem landing pages

Template-based entry points for holders on specific chains. Solana Ecosystem and peers. Optimized for “track assets on this blockchain” intent.

Cross-team with design, development, and content. Shared branding. Room for chain-specific detail. Strong product interest in the audience, not just traffic.

5. App store screenshot experiment

ASO plus intent research. We put the primary keyword into the first screenshot so the core value proposition showed up immediately.

Designed, shipped, and read through A/B testing. Winner went permanent. Acquisition and store visibility both got the lift.

Outcome

~15× clicks on the coin price section after the revamp. Visibility moved with market cycles, as crypto always does. The baseline after the system shipped was a different business than the thin-template era.

0 → 500k clicks on the Crypto Profit Calculator. Millions of organic visits over the life of the tool. Roughly 3–5% conversion into the main app. A real acquisition funnel, not a side project.

1,000+ natural backlinks on Fear and Greed, with referring domains compounding over time as publications kept citing the page. Search visibility and brand recognition in the same move.

0 → 20k clicks on ecosystem landing pages, with conversion that beat typical SEO landing rates when intent and product matched.

+5% CVR from the app screenshot experiment, then locked in as the default listing treatment.

Together, CoinStats stopped treating SEO as pages around the product and started treating search as how the product gets found.

What I’d do differently

I would instrument segmented reporting by coin tier and market regime earlier. Leadership asks why traffic dropped in a bear market. Pre-agreed cohorts protect good work from a single headline chart.

I would push conversion instrumentation on every new tool template before full rollout. Traffic multiples persuade. Proving which modules moved wallet connects makes the next prioritization round faster.

And I would have shipped the Fear and Greed embed kit sooner: charts and snippets other sites could legally embed with attribution. Natural links are strong. Controlled embeds turn a page into infrastructure other publishers depend on.