ABOUT ME

Transforming Coinbase Learn into a High-Impact Knowledge Hub

Intro

Coinbase Learn is where newcomers and crypto enthusiasts come to get their questions answered. When I joined the team, Learn needed a revamp to bring its content to the forefront. My mission? Lead a strategy overhaul to transform it into a go-to resource that drives real growth. Here’s how I boosted daily traffic by 80% and sharpened the Learn library to connect with more users.

The Problem

Coinbase Learn faced multiple challenges:

  1. Low Traffic Growth: Daily traffic hovered at 3K clicks, falling short of its potential in the rapidly expanding crypto space.
  2. Site Health Issues: Broken links and slow page load speeds hindered user engagement and search engine performance.
  3. Unfulfilled Content Demand: With crypto evolving fast, Learn’s content needed constant updating to address emerging trends and fill content gaps highlighted by competitor analysis.

Approach

I decided to tackle the issues head-on, with a strategy centered on SEO, collaboration, and tech fixes:

  1. SEO-Driven Content Expansion: Developed over 200 articles targeting high-traffic crypto terms, using data to steer topic selection and keyword optimization. Each article was crafted to rank competitively and deliver actionable, digestible insights.
  2. Technical SEO Enhancements: Partnered with engineering to tackle critical site health issues—resolving broken links, optimizing page speeds, and boosting Domain Rating by 3 points. These changes laid a stronger foundation for search performance.
  3. Collaborative Blog Planning: Facilitated weekly planning meetings with Product Marketing, Design, and Demand teams. Together, we ideated, planned, and executed blog content tailored to audience needs and optimized for lead generation.
  4. Competitor Analysis for Content Gaps: By analyzing competitor offerings, we identified gaps in Coinbase Learn’s library, creating targeted articles and updating existing pieces to meet and exceed user expectations.
  5. Enhanced Visual Content: Collaborated with the Design team to integrate infographics and images, enhancing visual appeal and optimizing for image search to drive added engagement.

Results

The strategic revamp of Coinbase Learn led to exceptional outcomes:

  • Traffic Growth: Daily traffic soared by 80%, climbing from 3K to 5K clicks, marking a significant boost in organic reach and engagement.
  • Improved Site Health: Faster load speeds, resolved links, and a higher Domain Rating bolstered site performance, creating a smoother user experience.
  • Stronger Content Positioning: New articles captured key search terms, improving visibility and cementing Coinbase Learn as a go-to resource in crypto education.
  • Visual Engagement: Infographics and images boosted engagement, with image searches bringing in an additional layer of traffic.

Conclusion

With strategic SEO, a few tech fixes, and a steady stream of fresh content, we transformed Coinbase Learn into a high-traffic, highly engaging crypto hub. This case study shows how targeted content can bring powerful growth in a space that’s always changing.