Web3 Project

Anestis, Cemal, Elif, Fanni, Ignacio, Zofia

Research Questions

How are different domains bidding for/buying a set of keywords around Web3 and related topics, i.e. crypto, NFTs, blockchain, DeFi and metaverse?

What other organic keywords lead to the pages that receive the most traffic when users are searching for these same topics?

Can we find a pattern in the clustering of keywords around major actors that dominate the ad market and the search results…

…in order to understand how the web3 actors position themselves in these topical domains via association with keywords.

Advertisers’ battlegrounds for keywords

Organic Keywords �Network Visualisation

Price/investment related questions

eg; -how much is 1 bitcoin � -current price of bitcoin� -bitcoin in 10 years

Typos

Historical/comparative questions �eg; “how much was bitcoin when it first started?”

Informational questions leading to “reference” sites such as Wikipedia, Bitcoin.org

eg; -”how does bitcoin work?”

-”who are bitcoin miners?”

-”is bitcoin a company?”

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Conclusions

Paid search terms less heterogeneous than organic search

• Commercial practices of “market segmentation” vs. complexities of consumer landscapes

Advertisers commercialise emerging technologies through buying attention online and appropriating these spaces for their interests

Web3 has not acquired commercial value for advertisers as a keyword

• Fragmentation rather than integration into one topical sphere of Web3
• Rather, imaginaries of online futures is produced through these technologies