The Client

MoonPay is one of the largest and most trusted cryptocurrency platforms in the world, offering a seamless way for users to buy, sell, and manage digital assets.

Operating across 160+ countries, MoonPay has built a global reputation for simplifying crypto transactions through its user-friendly interface and secure infrastructure.

Its mission is to make crypto accessible to everyone by bridging the gap between traditional finance and digital currencies.

The Problem

Despite its strong global presence, MoonPay needed to strengthen its organic search visibility across key English-speaking markets.

The primary challenge was building link authority to core bottom-funnel conversion pages targeting high-value keywords such as “buy bitcoin,” “buy ethereum,” and other transactional phrases.

Without sufficient domain authority and relevant backlinks, ranking in competitive SERPs across multiple regions remained a significant obstacle.

MoonPay hired Rock The Rankings to execute on two key areas:

• Increase organic rankings and traffic for key crypto purchase queries (e.g. “buy bitcoin,” “buy ethereum,” etc.) in Canada and Australia.
• Enhance domain authority and strengthen MoonPay’s position against local competitors such as Shakepay (CA) and Swyftx (AU).

The Solution

To address this challenge, we executed a targeted digital PR and link-building campaign focused on earning high-quality, locally relevant backlinks.

Through personalized outreach to reputable publications, niche crypto blogs, and fintech media sites, we secured 130+ high-DR backlinks pointing directly to MoonPay’s key conversion pages.

Each placement was strategically chosen to reinforce topical authority, increase organic trust signals, and strengthen the domain’s backlink profile across the core target EN markets.

The scope breaks down as follows:

1. Geo-Targeted Link Building 

• Securing high-authority backlinks from reputable, locally relevant websites in Canada and Australia.
• Prioritising placements within finance, fintech, crypto, and technology verticals to strengthen topical authority and trust signals.

2. Keyword & Market Focus 

• Concentrating efforts on transactional “Buy” pages, targeting core crypto keywords (e.g. buy bitcoin, buy ethereum, buy crypto in Canada, buy bitcoin Australia).
• Supporting MoonPay’s global strategy to capture local high-intent search traffic and improve rankings for revenue-driving pages.

3. Content Alignment & Review 

• Ensuring that all backlink placements align with MoonPay’s brand, compliance, and editorial guidelines.
• Submitting monthly link reports for review and approval, including domain metrics, anchor texts, and placement URLs.

4. Performance Tracking & Reporting 

• Providing monthly reports summarizing acquired links, domain authority improvements, and ranking progression for target keywords in CA and AU.
• Collaborating with The Head of SEO to align link-building efforts with content and on-page optimization initiatives.

Key Deliverables: 

• At least 10 backlinks per month. Monthly performance reports (CA & AU).
• Ongoing progress updates and strategy meetings with MoonPay’s Head of SEO.

The Results

Client Feedback:

The referring domains break down as follows:

Target Page #1:

• Total Links Landed to Date: 66
• Average DR: 54

Target Page #2:

• Total Links Landed to Date: 65
• Average DR: 60

The growth in link authority not only improved rankings for transactional terms but also elevated the domain’s overall trust and visibility across multiple English-speaking markets.

Overall, the collaboration helped solidify MoonPay’s search presence in two key growth markets, supporting MoonPay’s broader global SEO strategy.