Making the world’s largest miner manufacturer visible in English
The largest maker of mining hardware, and close to invisible in English search. Six months of technical repair, localisation and a rebuilt paid account.
- Six months
- Technical SEO · Localisation · Paid search
- The largest maker of mining hardware, close to invisible in English search and reliant on its own brand name.
- Six months freelance: the technical SEO repair, twelve thousand words localised for the US and EU, and a rebuilt paid search account, training the internal team as we went.
- +124%Organic traffic across the US and EU, over six months
- 3.2×Return on ad spend after the paid search rebuild
- 40+Non-brand terms in the Google top ten
Bitmain is one of the world’s largest manufacturers of ASIC miners and operates several major mining pools. Despite its position in the industry, its English-language website had little visibility for the searches potential customers were making in North America and Europe, leaving it reliant on brand search.
Bitmain brought me in as a freelance consultant for six months to set the strategy and lead its delivery with their internal team, whom I trained as we went. It had three objectives: resolve the technical SEO issues holding back organic visibility, localise product content for both markets, and rebuild paid search campaigns to capture existing demand.
What was wrong, and what I did about it
Technical SEO and keyword targeting
Despite Bitmain’s position in the industry, its website barely appeared for commercial searches such as “ASIC Bitcoin miner”. Potential customers in North America and Europe were finding competitors instead.
I audited the site, resolved a range of canonical and redirect issues, and mapped 180 non-brand commercial terms, clustered by intent, to a rewritten product page or a new piece of content each.
Consolidation and structured data
Multiple language versions created duplicate content issues, and some product pages could not be rendered properly, so crawlers saw little readable text. Only 72% of submitted URLs were indexed in Google Search Console.
I consolidated the duplicate pages, gave each locale a self-referencing canonical and reciprocal hreflang annotations, and expanded the Product and FAQ structured data as JSON-LD, validated for rich results. Index coverage increased from 72% to 96%.
Localisation beyond the product pages
Parts of the checkout process, interface messages and product brochures were only available in Chinese. Customers struggled to complete purchases and contacted support for clarification.
I transcreated the brochures and translated the interface strings: 12,000 words across the checkout, interface messages, product brochures and support articles. Support tickets tagged “translation / unclear copy” fell by 90%.
Rebuilding paid search around revenue
Advertising was generating roughly $1 in revenue for every $1 spent. Without reliable revenue tracking or meaningful keyword segmentation, it was difficult to identify which campaigns were profitable.
I restructured the Google and Meta advertising accounts, rebuilding Google Ads into single-keyword ad groups with exact and phrase match, a brand and non-brand split, and negative keyword lists built from the search terms report. I set up full ecommerce tracking in Google Analytics, linked to Google Ads, so every order’s value came back against the click that produced it. Return on ad spend increased from break-even to 3.2×.
What stayed in place after six months
A stronger technical foundation
Canonical and redirect issues resolved, improved index coverage, and structured data implemented across product pages.
A complete English customer journey
Localised product pages, checkout flows, interface messages and support content, alongside Bitmain’s first English Wikipedia entry.
Advertising measured against sales
Revenue tracking connected to campaign performance, conversion data informing bidding decisions, and weekly reporting to identify opportunities for improvement.
What I recommended next
At the end of the engagement, I handed over three recommendations for further growth.
Informational content
Publish quarterly research on ASIC design to reach potential customers earlier in their research. Support improvements to Bitmain’s Wikipedia coverage where appropriate.
YouTube and podcast advertising
Test placements with established cryptocurrency mining channels and podcasts. Initial CPM-based estimates suggested potential acquisition costs around a quarter of those seen in search.
Mining profitability calculators
Build a profitability calculator for each miner model, helping customers compare hardware, estimate potential returns and make more informed purchasing decisions.
| Metric | Figure | What it measures | Basis |
|---|---|---|---|
| Organic traffic | +124% | Sessions from the US and EU | |
| Keyword rankings | 40+ | Non-brand commercial terms reaching the first page of Google | |
| Return on ad spend | 3.2× | After the full campaign rebuild | |
| Online revenue | +$2.1M | Incremental ASIC sales attributed to SEO and paid search | |
| Bounce rate | −25% | Reduction on English product pages after the UX and localisation fixes | |
| Support tickets | −90% | Fewer English tickets tagged “translation / unclear copy” after localisation |
“The technical depth and speed Oliver brought were game-changing. In six months we jumped from invisible to dominating key searches, and our ad spend is now one of the highest-ROI channels company-wide.”
Activation · Research · Community
Introducing sneaker collectors to digital ownership
eBay tested whether sneaker collectors would take up digital collectibles at two events, OG Drops Manchester and Sneaker Con London. I ran the KnownOrigin side, with a claim route that started from an email address, not a wallet.
Read the case studyOf event attendees claimed a digital collectible