How Eidoo Rebuilt Schema and Authority to 3x Exchange Query Traffic
Non-custodial exchange running generic Organization schema. Thin About page. Anonymous "Editorial Team" bylines on a YMYL site. The fix was schema, content depth and named expertise.
Client context
Eidoo is a non-custodial multi-chain wallet with a built-in decentralized exchange. Users hold their own keys, swap across chains and access DeFi positions through one interface. The team had a quality product, regulatory awareness across multiple jurisdictions and a real engineering bench. What they didn't have was a website that signaled any of that to Google or AI engines.
The site was structurally clean. WordPress with Yoast, modest page count, fast loading. None of the technical issues that plague many crypto sites were present. But the content layer was undermining everything.
The About page ran about 200 words. Generic mission statement, no founders mentioned, no team page, no jurisdictional disclosure. The blog had decent volume but every post was published by "Eidoo Editorial Team" with no individual author bylines. For a YMYL site (and any crypto exchange is YMYL), this was an authority signal disaster.
The schema was the third issue. Yoast was emitting Organization schema on the homepage and BlogPosting on every post by default. CryptoExchange schema, which would have been the correct type for the homepage and the /trade/ pages, was nowhere on the site.
The problem
Three issues feeding into each other on a YMYL crypto site.
The schema gap was straightforward. Eidoo's homepage and exchange pages should have been emitting CryptoExchange schema with feeStructure, currenciesAccepted, areaServed and ideally hasProofOfReserves. Instead Yoast was emitting bare Organization schema. The /trade/ pages had no specific schema beyond generic page-level breadcrumbs.
CryptoExchange schema isn't in Google's primary rich result types but it's heavily used by AI engines for retrieval. ChatGPT, Perplexity and Claude all weight schema-correct exchange pages much higher when answering "is X exchange safe" or "what does Y exchange offer" queries. Eidoo was essentially invisible to AI engine retrieval for those query types.
The thin About page compounded the schema gap. Google's YMYL standards specifically reward depth on pages that establish trust. Eidoo's About page didn't mention any human team members. No CEO photo, no engineering team backgrounds, no advisor bench. For a financial product touching customer funds, this was a major trust signal absence.
The anonymous bylines were the third leg. About 80 blog posts published over two years all attributed to "Eidoo Editorial Team". Some of these posts were technically excellent and had genuine subject-matter expertise behind them but Google had no way to see that expertise. AI engines have the same problem. Authority signals require attribution to identifiable humans with verifiable credentials.
The audit
The audit produced a 38-item issue list. The four highest-priority items shaped the engagement.
Migrating Organization schema to CryptoExchange across the homepage and exchange pages was the fastest single fix. We mapped out the full schema graph: CryptoExchange entity with all properties (feeStructure as PriceSpecification, currenciesAccepted as a list, areaServed as Country entities, paymentAccepted listing supported deposit methods). Combined with BreadcrumbList and FAQPage in a @graph wrapper.
The Yoast override layer needed building because Yoast continued emitting BlogPosting on every page even after we removed Organization from the homepage. We added a wpseo_schema_graph_pieces filter to strip BlogPosting from non-blog pages and replace with the correct type per page template.
The About page expansion was a bigger lift. Target was 1,400-1,800 words covering: company history, founder backgrounds with photos and credentials, engineering team highlights, advisor bench, jurisdictional licensing details, security architecture summary. About pages don't typically rank for high-volume queries but they're critical for E-E-A-T signaling that affects every other page.
Author attribution required the most coordination. We worked with Eidoo's team to identify which actual humans had written which posts (in many cases the original authors were still at the company), got them to sign off on bylines, built individual author bio pages with credentials, photos and links to outside profiles. Each author page got Person schema with sameAs pointing to verified social profiles.
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The work
CryptoExchange schema migration
Built the full CryptoExchange schema for the homepage and the /trade/ pages. The fee structure was the only complex piece because Eidoo runs tiered fees by 30-day volume. We modeled this as multiple Offer entries within feeStructure, each with eligibleQuantity bounding the volume range.
areaServed listed every country where Eidoo operates with appropriate ISO codes. paymentAccepted listed bank transfer, credit card and crypto deposits. currenciesAccepted listed all supported assets. The hasProofOfReserves field pointed to a /security/proof-of-reserves/ page that we built fresh during the engagement.
The Yoast override stripped Organization from the homepage and replaced with CryptoExchange. BlogPosting got stripped from non-blog templates and replaced per-template with appropriate types (Article + FinancialService for explainer posts, FAQPage + BreadcrumbList for tool pages).
About page rebuild
The new About page came in around 1,500 words with a structure designed for both human readers and AI engine extraction. Sections: company history with founding story and key milestones, founder backgrounds with photos and verified credentials, engineering team summary, jurisdictional licensing and compliance, security architecture overview, governance and roadmap.
Each named person got linked to their dedicated bio page. Bio pages emit Person schema with credentials, sameAs links to LinkedIn and Twitter, jobTitle and worksFor pointing back to Eidoo. This created the authority graph that was completely missing before.
The About page also became the most-referenced internal link target because we updated FAQ entries across the site to link "learn more about our team" to it.
Author attribution and bio pages
We worked through the back catalogue of about 80 posts. For each, identified the actual writer (often required interviews with current and former staff). Wrote bios for the top 8 most-frequent authors covering credentials, areas of expertise, publication history and verified social profiles.
Updated each post's byline to the correct named author. Added Person schema as author within each post's Article schema. Built /authors/{name}/ pages listing each author's posts with their full bio.
For posts where we genuinely couldn't identify the author (a handful from the early days), we attributed them to the founding team collectively with a note explaining the historical context. Better than "Editorial Team".
Partnership link campaign and podcast circuit
The site had earned almost no editorial backlinks in two years. We ran a focused outreach campaign over 60 days targeting four categories: protocol partnerships (1inch, Trezor and chain ecosystem directories), comparison sites (in DeFi wallet roundups), security tooling integrations and podcast appearances.
Two podcast appearances were the headline outcomes: The Defiant Podcast and Edge of NFT. Both gave Eidoo's leadership a chance to discuss the engineering work and security model on platforms with strong audiences. The podcast pages also became durable inbound links from authoritative domains.
Partnership links from 1inch (in their integrations directory) and Trezor (as a supported wallet) added high-DA inbound links from clearly relevant sources. Generic crypto directory submissions didn't make the priority list because their value-to-effort ratio is poor.
Results
Within 90 days of full deployment, the headline outcomes:
Organic traffic on exchange-related queries nearly tripled. Branded queries had been steady (they're sticky for known exchanges) but generic queries ("non-custodial exchange", "multi-chain wallet exchange", "DeFi exchange with Visa card") showed the biggest lift.
Domain authority climbed substantially in 90 days. The combination of editorial podcast appearances and partnership links did most of the work; the on-site improvements signaled to Google that the inbound authority was landing on a quality site.
AEO citation rate roughly tripled on the queries we tracked. ChatGPT and Perplexity both started citing Eidoo on "non-custodial exchange" and "multi-chain wallet" questions where they had previously cited only competitors.
The schema-driven AEO citation rate lift was particularly clear because we had measured a baseline before deployment. After the CryptoExchange schema went live and the named author work shipped, the citation rate started climbing within two weeks and plateaued at the higher rate around 60 days in.
5 tactical lessons you can apply
CryptoExchange schema is the single biggest exchange SEO enable
Less than 15% of CEXes use it correctly. Most ship generic Organization or BlogPosting schemas. Migrating to CryptoExchange with proper feeStructure, currenciesAccepted and areaServed enables AEO citation rate lifts that compound across every "is X exchange" query.
Author attribution drives bigger lifts than people expect
We expected the schema migration to be the headliner. The named author work outperformed it on AEO citation rate. AI engines specifically check for named expertise on YMYL content. Anonymous bylines flag as low-trust regardless of writing quality.
Yoast and RankMath need explicit override layers, not just disable
Disabling Yoast's schema entirely breaks legitimate Article schema on blog posts. The right pattern is per-template override: strip the wrong schema (BlogPosting on a homepage), keep the right schema (BlogPosting on actual blog posts), inject custom schema where neither default works (CryptoExchange on the homepage).
Two podcasts in the same week beat two podcasts six weeks apart
Cluster authority signals. From Google's perspective, two high-authority podcast appearances in a single week create a signal pulse that's stronger than the same two appearances spaced apart. Same principle applies to press mentions and partnership announcements.
Partnership links from protocol integrations beat directory submissions
1inch and Trezor inbound links from their integration directories were worth more than dozens of generic crypto directory submissions. Partnership links signal real product relationships. Directory submissions signal SEO effort. Google distinguishes.
AB's takeaway
Eidoo was a different kind of engagement from the OVR work. OVR had structural problems with rendering and schema that compounded each other. Eidoo had a clean technical foundation but a content and authority layer that undermined everything.
The single most surprising lift came from the named author work. We knew it would help; we underestimated how much. AI engines specifically check for named expertise when answering trust queries. Anonymous bylines on YMYL content essentially flag the content as low-trust regardless of how technically excellent the writing is.
The CryptoExchange schema migration mattered. The About page rebuild mattered. But author attribution drove the biggest single ranking shift across both Google and AI engines. For YMYL crypto content, attribution is non-negotiable.
What we'd do differently
Two things.
First, we'd have started the partnership link work earlier in the engagement. We sequenced it last because we wanted the on-site improvements to land first so the new links pointed at a quality destination. This was correct in principle but added 30 days to the timeline. In hindsight we could have started outreach in week 3 with confirmed-completion dates aligned to the on-site launch, compressing the overall calendar.
Second, the podcast appearances were great but we should have batched them. We did two podcasts six weeks apart. Doing both within the same week would have created a stronger signal cluster from a Google perspective and given the team a single content production sprint rather than two separate prep cycles.
We had been told for years that our schema and content depth needed work but no agency had been able to actually execute the migration cleanly. TG3 did. The author attribution work in particular drove ranking changes we hadn't expected.
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