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SEO is about optimising content and website for search engine. For ICO, we work mainly on listing sites and social networks. So, are search enginesuseless for ICO ?
ICO query
Many people are using search engines to find fresh news or best contents about ICO, blockchain, tokens. By example on google 74k people have searched for ICO each month, 300k for blockchain just in USA . Not bad ;)
Serp
The serp is the position of your site for a search query. You need to be in the top 3 of the first page. For a new site, you can't be on the top serp for very high volume query like "ico" "ico 2018" "upcoming ico" on google.com. But you can work on long tail query and on local search.
Adwords
The more your site will be optimized, the better will be your position for paid campaign. So take care of your keyword and place them carefully in your title, in h1, h2 balise etc. Don't miss the description field for a better CTR.
Technical SEO
SEO is more and more about load time and secure website. So what's good for your SEO will be generally good too for your user and for decrease your bounce rate.
Negative SEO
Negative SEO is about using google algorithm against your site to ruin your position. Some technique affect your site even if you'rent well ranked on google like DDOS attack and other hack technique. There is some tools to monitoring the most common attack like Google Search Console or SEMrush.
So yes, SEO matters, to obtain a larger traffic and to highly optimise your site.