Case Study · Notabene · 2021-2024

How a product-led content strategy drove 12x organic growth and user engagement.

Overview

Notabene, a Series A crypto regulatory compliance platform, faced challenges in organic visibility, often overshadowed by competitors with larger teams.

As Head of Content, I led a multi-pronged SEO and content strategy from 2021 to 2024 to enhance search visibility, audience reach, and lead generation.

Strategy & Process

How we got there.

Together with a technical SEO expert, we built a content approach focused on three core objectives, each one reinforcing the next across the funnel.

Authoritative Content Creation

Targeted Content

Developed over 150 pieces, including product pages, blog posts, and lead magnets, to align with Notabene’s goals and engage high-intent traffic.

Industry Reports

Co-authored three editions of the “State of Crypto Travel Rule Compliance Report“, generating 90+ backlinks and positioning Notabene as a trusted resource. The edition alone influenced $1.2M in deal revenue.

Educational Guides

Published a Crypto Travel Rule 101 guide, which became the second-largest organic traffic source, attracting crypto compliance professionals and establishing industry authority.

Advanced SEO Execution

On-Page SEO

Conducted in-depth keyword research, securing over 40 featured snippets for key industry terms.

Enhanced Site Structure

Improved internal linking and schema markup, increasing rankings for product pages and enhancing content discoverability.

Multi-Channel Distribution

Cross-Platform Reach

Distributed content across social media, email, and press releases, expanding brand exposure on Google AI Overview and other channels.

Engaging Formats

From blog posts to webinars and case studies, each piece was optimized for search engines, enhancing audience reach across organic and referral channels.

Evergreen Content

A library that keeps compounding.

As a result, I delivered a suite of evergreen resources that significantly extended Notabene’s reach:

Educational Blog Posts

Non-branded posts on crypto compliance fundamentals built a loyal audience.

Product-Focused Pages

SEO-optimized pages targeting high-conversion keywords effectively attracted compliance officers and regulators.

Compliance Guide (101)

The Crypto Travel Rule 101 guide quickly became the second-largest organic traffic source, growing our audience base.

Jurisdictional Pages

Regional support pages targeting jurisdiction-specific queries across the US, UK, Singapore, and other key regions.

Visual Aids

Simplified complex regulatory concepts through clear visuals and diagrams, enhancing user engagement and time on page.

Impact

What the program delivered.

Our targeted content and SEO strategy transformed Notabene’s digital presence:

12x

Direct conversion increase

Organic traffic accounted for 55.4% of all demo requests.

6.6x

Organic Traffic Growth

Expanded Notabene’s audience base and visibility.

$1.2M

Influenced revenue

The “State of Crypto Travel Rule Compliance Report” alone influenced $1.2M in revenue, cited by FATF, and earned 90+ backlinks.

73.6%

Impressions (3.35M) & 69.5% clicks (32.9K)

Reflecting expanded reach and audience visibility.

43.7%

Increase in Ranking Keywords (31.6K)

8.7% in Ranking Pages: Strengthened Notabene’s competitive positioning across more search terms.

Domain rating

Domain rating rose to 55, with 3.7K new backlinks across referring domains.

40+

featured snippets

Top Industry Keyword Rankings: Outranked competitors across critical terms, with over 40 featured snippets and an average ranking improvement of 88%.

Google AI Overview Feature

Secured placement in Google AI Overviews for pre-transaction compliance solutions, which elevated brand exposure and reinforced Notabene’s authority in crypto compliance.

Over 2021–2024, this content and SEO strategy solidified Notabene’s position as a trusted resource in crypto compliance. The approach led to 12x demo conversions, 6.5x organic audience growth, and $1.2M in influenced revenue from the report we shipped, creating lasting value and establishing a foundation for sustained engagement and lead generation.

I’ve had the opportunity to work with Lesa twice—initially at ConsenSys and later at Notabene, where I brought her on board to lead our content strategy. Lesa’s strategic insight and execution have been very critical to establishing Notabene’s position as an industry thought leader.
Her ability to craft and implement a content vision has not only elevated our market presence but has also been a foundational element of our success. Lesa is a results-driven content leader, and I highly recommend her to any organization looking for a professional who can deliver impactful, measurable outcomes.

Alice Nawfal | Co-Founder and COO @ Notabene

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