Making the world’s largest miner manufacturer visible in English
Dominant in Asia, effectively invisible in English search. Six months of technical repair, localisation and a rebuilt paid account.
- Client
- Bitmain
- Role
- Freelance crypto marketing
- Period
- 2016–2021
- Disciplines
- Technical SEO, Localisation, Paid search
- Growth in organic traffic across the US and EU
- +124%
- Return on ad spend after the campaign rebuild
- 3.2×
- High-intent keywords in the Google top ten
- 40+
Overview
Bitmain is the world’s largest manufacturer of ASIC miners and operates several of the most influential mining pools. Dominant in Asia, its English-language presence lagged well behind competitors, which limited sales in North America and Europe.
Brought in on a freelance basis, my remit covered a six-month overhaul of digital performance: fix the critical SEO blockers, localise the product messaging, and build paid campaigns capable of capturing demand. Success depended on marrying deep technical work with fast marketing execution — without disrupting the engineering roadmap.
What was wrong, and what I did about it
No visibility in English markets
Despite leading the industry, Bitmain barely ranked for English search terms such as “ASIC Bitcoin miner”, ceding traffic and sales to competitors.
A technical audit and a keyword blueprint
I ran a full technical audit, repaired canonical and redirect conflicts, and mapped over 180 intent keywords to refreshed on-page copy and new content.
Duplicate and thin content
Multiple language versions were cannibalising crawl budget, and some product pages were effectively blank to Googlebot. Index coverage was sitting at 72% of URLs.
Consolidation and structured data
Merged the duplicates, introduced hreflang, and expanded Product and FAQ schema. Search Console index coverage climbed to 96%.
Localisation was incomplete
Critical UI alerts, checkout steps and brochures existed only in Chinese, which caused bounces and a spike in English-language support tickets.
End-to-end content localisation
Translated and rewrote 12,000 words across the interface, brochures and support documentation. Ticket volume tagged “translation / unclear copy” fell by 90%.
Paid media was running at break-even
Previous PPC spend was break-even, with no granular tracking or keyword grouping to isolate high-value segments.
Rebuild the account around the data
Restructured Google and Meta campaigns with single-keyword ad groups, installed end-to-end revenue tracking, and optimised bidding to 3.2× return on ad spend.
The framework it produced
- Repair and fortify
- Eliminate crawl blockers, enforce canonical logic, and deploy advanced structured data.
- Localise and educate
- Translate the interface, write new product copy, and establish English-language authority — including Bitmain’s first English Wikipedia entry.
- Acquire and scale
- Launch tightly targeted paid campaigns, feed conversion data back into bidding, and iterate weekly against performance dashboards.
What I recommended next
Before hand-off, the next growth levers as I saw them.
- A thought-leadership pipeline
- Expand the Wikipedia entry and publish quarterly papers on ASIC innovation to capture informational search.
- YouTube and podcast advertising
- Mining-focused channels with high-intent audiences; early CPM tests suggested roughly four times cheaper acquisition.
- On-site calculators
- Interactive return-on-investment calculators per miner model, to convert comparison-shopping visitors.
What it moved
+124%
Sessions from the US and EU
40+
High-intent terms reaching the first page of Google
3.2×
After the full campaign rebuild
+$2.1M
Incremental ASIC sales attributed to SEO and paid search
−25%
Reduction on English product pages after the UX and localisation fixes
−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.