We helped Merlin navigate through their ad disapprovals and took over management of their advertising campaigns, but that was just the beginning.

To avoid any disruptions or pauses due to disapprovals, Merlin decided to also invest in SEO to strengthen their SERP position. But breaking through in the highly competitive “crypto tracking software” space would require a data-driven approach.

Challenges

The cryptocurrency tracking market is inundated with big players with big budgets that dominate the search results.

Merlin was buried deep in search rankings with an average position of 37 for their target keywords around “crypto tracking software”.

That meant zero organic visibility and traffic for non-branded keywords. With ad disapproval issues ongoing, they needed to find other more stable channels to bring in users.

Approach

StubGroup developed a comprehensive SEO strategy tailored to Merlin’s unique position in the crypto space:

• Technical SEO Foundation: We conducted a complete technical audit and resolved critical issues affecting crawlability, indexation, and site performance to ensure search engines could properly discover and rank their content. We focused on solving important technical issues related to indexing and speed, and made sure all important best practices were in place.
• Strategic Backlink Campaign: We executed a targeted backlink strategy to build Merlin’s domain authority, securing high-quality links from reputable crypto and fintech publications. We focused on high quality and scaled output bit by bit. This elevated their credibility in Google’s eyes and helped them compete with established players in the space.
• Comprehensive Glossary Creation: We built an extensive crypto glossary with more than 50 definitions that positioned Merlin as an educational resource in the industry. This glossary targeted long-tail keywords, captured users in the research phase, and created hundreds of internal linking opportunities to strengthen site architecture.
• High-Authority Educational Pieces: We created in-depth, authoritative articles and educational content that addressed the pain points of crypto investors and traders.
• Content Update: We refreshed and optimized existing content to improve relevance and performance.

Results

StubGroup began working with Merlin in April 2025, implementing a comprehensive SEO strategy designed to break through one of the most competitive niches.

Dramatic Visibility Growth

• 85% increase in clicks year-over-year, driving significantly more qualified visitors to Merlin’s platform
• 270% increase in non-branded organic traffic, establishing sustainable channels beyond paid advertising
• 350% increase in keyword coverage, expanding Merlin’s digital footprint across the crypto tracking landscape

From Invisibility to Page One. When we started, Merlin averaged position 37 for target keywords, effectively invisible to potential users. Within six months:

• Average position improved from 37 to 8 across their target keyword portfolio
• Achieved top 5 rankings for highly competitive money keywords including “best cryptocurrency tracker” and “track crypto portfolio”
• Secured position #2 for their primary keyword “crypto tracking software”
• 972% increase in keywords ranking in top 3 positions, dominating the most valuable search real estate

Content Performance Surge. Merlin’s blog transformed into a traffic-generating asset that will continue to grow:

• +224% increase in clicks (last 3 months vs. previous 3 months)
• +252% increase in impressions, dramatically expanding brand visibility

The Bigger Picture

At the start of our engagement, Merlin had zero rankings for non-branded competitive keywords. Today, they compete head-to-head with established players who have significantly larger budgets and longer market presence.

SEO is a long-term strategy that requires continuous optimization. These rankings represent our current positioning, but they will evolve as both we and our competitors refine our approaches. Our ongoing efforts are focused on building sustainable visibility that grows Merlin’s presence over time. Creating a stable acquisition channel that doesn’t depend on ad approval policies.