New Acquisition Channel from $0 to $55M
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Work info
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Client:
Garden
Role:
Organic Growth
Year:
2025-26
Overview
When I joined Garden, SEO didn't exist as a channel; the site was a single-page React app with no rendered HTML for crawlers, no schema markup, no meta descriptions, and no content beyond the homepage. Organic search drove a few hundred dollars in volume per quarter. A year later, SEO is one of Garden's largest acquisition channels, driving $35M in attributed swap volume in the Jan-Mar 2026 quarter.
Approach
Most SEO projects start with content. Garden's started with crawlability; there was no point writing pages Googlebot couldn't read. The site was a fully client-side React app, meaning crawlers saw an empty shell where users saw a working product. So before any content work, I worked with engineering to get the fundamentals in place: server-side rendering for critical pages, plain HTML for content that mattered, JSON-LD schemas for rich results, sitemap, robots.txt, and meta descriptions across every page that didn't have them. Once the foundation could be read, I built the surface area to be found.
What it does
Drove $55M+ in attributed swap volume from organic search to date.
Covers 40+ new marketing pages mapped to real user intent, including 20+ swap route pages (BTC↔ETH, BTC↔USDC, SOL↔BTC, ETH↔ARB, and others) that each answer the exact query a user types when they want to swap one specific asset for another.
Spans the full funnel through dedicated pages for research, evaluation, integration, and decision: blog, brand, support, FAQs, and developer documentation.
Surfaces rich results in search through JSON-LD schemas across product, FAQ, and article pages.
Operates with measurement built in. SEO is now its own tracked source in the dashboard, with dollar attribution end-to-end.
Why it matters
Once built, it compounds. Garden's organic channel will keep returning volume long after any single piece of content is written/sub-page added.
