A complete SEO operating system that took Safe from invisible to Position 1 on the most competitive institutional keywords
Safe is the most widely used smart account infrastructure in Web3, yet enterprise buyers searching for institutional wallets could not find it. Fireblocks held Position 1 on the terms that matter, safe.global was not ranking on keywords with difficulty scores of 79 to 84, and the site itself was working against them: any invalid URL returned a live 200 and rendered the homepage, generating unlimited duplicate pages, wasting crawl budget and diluting every ranking signal.
We rebuilt Safe’s search presence across three workstreams. Technical foundation: fixed the duplicate-URL bug, added canonicals, robots.txt, an auto-generated XML sitemap, llms.txt for AI assistants, Article and breadcrumb schema, and cut homepage and blog image weight by around 50%. Content system: SEO briefs and reusable templates for every page type, landing pages for wallet, security, treasury, protocol and builder audiences, and custom AI assistants trained on Safe’s brand so the in-house team produces optimised content without an agency bottleneck. AI search: structured Q&A content, entity-consistent copy and prompt-level tracking across ChatGPT, Gemini and Google AI Overviews.
Once the technical foundation was fixed and the homepage brief shipped, Safe overtook Fireblocks on “institutional crypto wallet” and “crypto wallet infrastructure”, both KD 79 to 84, within a week. Enterprise keyword visibility rose 35x, from 5.79% to 40.88%.
Briefed blog content took Position 1 for “best crypto wallet for institutions” and held it for seven consecutive weeks, with a comparison post taking Position 1 on both MPC vs multisig terms within two weeks. Blog content drove a 56.3% click increase in three months, produced by Safe’s own team using the templates and AI assistants we built.
Safe now appears in Google AI Overviews for “best crypto wallets for institutions” and “best enterprise crypto wallets”, named as the leading option for multi-user governance with the Safe blog cited as a source. Gemini referrals grew 30.5% month on month.
Three months in: clicks up 64.7%, impressions up 41.6%, unbranded CTR up 33%, Safe outranking Fireblocks on the terms enterprise buyers search, and an in-house team shipping optimised content on its own templates and assistants. Infrastructure, not campaigns.
Rankings moved within days of the homepage update shipping. Safe reached Position 1 on “institutional crypto wallet” within one week, on keywords with difficulty scores above 79.
By fixing the foundation first, then giving Google dedicated, structured answers. Duplicate-URL and indexing issues were diluting Safe’s signals; once resolved, structured briefs on the homepage and product pages moved rankings within days.
One briefed blog post produced two simultaneous Position 1 rankings on institutional terms and held the flagship term for seven consecutive weeks.
Safe saw 35x enterprise keyword visibility, 64.7% click growth in three months, and AI Overview citations. Outcomes depend on starting authority, but the pattern is consistent: structured content on this type of site ranks fast.