RECORD01/04
Bigcoin Vietnam
theblock101.com
Grew a Web3 media site 75× in monthly new users, almost all of it organic search, and built the reporting chain that proved where it came from.
- Role
- Growth Marketing Specialist
- Engagement
- Apr 2023 to Jan 2025
- Channels
- Technical SEO, Content operations, GA4 and Search Console, Looker Studio
READOUT02/04
Measured outcomes
2,331 → 174,157
new users per month
A 75× increase on the same site, first full month against the peak month.
GAINED
95.6%
of sessions from organic search
1,449,574 organic sessions out of 1,515,701 across the whole period.
MEASURED
35%
less unattributed traffic
After rebuilding the UTM, GA4, Search Console and Looker Studio chain.
REDUCED
GRAPHICS03/04
Data graphics
GAINED
ACCOUNT04/04
The situation
Bigcoin Vietnam is a crypto marketing agency. theblock101.com is their media property, and when the analytics start in June 2023 the site was bringing in about 2,300 new users a month in one of the most contested keyword sets on the internet.
Web3 search is crowded with sites that publish faster than anyone can read, and much of it is thin. That cuts both ways: the competition is loud, and most of it is beatable on fundamentals alone.
What I did
- Built the content process and the checklists that went with it, so quality held while volume went up. A media site lives or dies on whether the hundredth article is as good as the fifth.
- Handled the technical side end to end: crawl and indexation, internal linking, templates, and the structural work that decides whether good content gets seen.
- Took competitive Web3 keywords to first position, beating publishers with more authority and bigger teams.
- Built the full attribution chain, UTM into GA4 and Search Console into Looker Studio, so traffic could be reported by source instead of by vibe.
What changed
Monthly new users went from 2,331 in June 2023 to 174,157 at the peak in August 2024, a 75× increase on the same domain. Growth was flat for the first eight months, stepped up in February 2024, and more than doubled again between April and May.
Organic search carried 95.6% of all sessions over the period, 1,449,574 out of 1,515,701. The 75× is every channel. The 95.6% is what organic was worth across the same window.
Unattributed traffic fell 35% once the chain was rebuilt. That is the quieter number and the more useful one. Traffic you cannot name is traffic you cannot sell against.
What I would do differently
I optimised for sessions because sessions were what the site was judged on, and I would push back harder on that framing today. A Web3 media property has a few pages that bring in partners and a great many that bring in readers who never come back. Both count identically in a session number.
Given the same 19 months of data again, I would have built the page-level segmentation early and reported two figures side by side, so growth in the traffic that mattered stayed visible underneath growth in the traffic that was easy.