KNOWN by INPUT Global · Ep. 02 ft. Alena Afanaseva, CEO of BeInCrypto
Crypto media platforms currently face catastrophic search traffic losses. Amid this shift, BeInCrypto maintains remarkable stability. In this episode of KNOWN by INPUT Global, CEO Alena Afanaseva breaks down the mechanics behind recent Google algorithm updates, visibility inside LLMs, and effective personal brand strategy for crypto founders.
Building a Media Brand on Financial Analysis
Alena’s entry into the crypto media space began with a strong background in financial analysis. She first encountered Bitcoin in 2014 while covering forex and commodities for a major international broker in Russia. That deep analytical experience shaped both her editorial strategy and her business model.
BeInCrypto launched with a lean team of four: an SEO specialist, an editor-in-chief, a social media manager, and Alena. They avoided shortcuts and ignored the industry’s hype cycles. “I had a five-year financial plan from day one,” she notes. Today, the platform supports 26 languages and employs around 150 people globally.
What Actually Happened to Cointelegraph’s Traffic
Google’s algorithm updates have become more frequent and less predictable: moving from quarterly cycles to monthly or bi-monthly changes. The core shift: Google is aggressively penalizing AI-generated content that lacks editorial oversight, press releases mislabeled as news, and affiliate links embedded in reporting.
Outlets that chased quick revenue by pushing meme coins, gray-area gambling content, or low-quality commercial partnerships saw their search presence heavily downgraded or erased entirely. As Alena explains, “If Google sends you a signal and you don’t listen: once, twice, three times, you get erased.”
BeInCrypto faced the same market pressures but maintained its editorial standards. Two years ago, the team turned down millions of dollars in meme coin promotion revenue. Despite pushback from the sales department, Alena held her ground, recognizing the long-term damage it would cause to their domain authority. That decision protected their platform while competitors lost their footing.
Visibility in the Age of AI
Alena is entirely clear on the current state of search: “I do not believe in SEO the way it used to be.” Brand trust and editorial integrity now drive rankings. BeInCrypto ranks highly within ChatGPT and Perplexity. They achieved this through a steady volume of quality content, strategic partnerships, and high trust scores on independent review platforms like Trustpilot, completely avoiding algorithm manipulation.
For Web3 founders trying to gain visibility within LLMs, distributing mass press releases to low-authority sites is a dead end. Success requires a consistent presence on authoritative platforms that enforce real editorial standards. “You need to build brand trust before you need it, and that takes years.”
Personal Brand Strategy for Crypto Founders
Alena focused on her personal brand only after securing her business operations. Her advice for founders centers on absolute self-awareness. You must understand your actual role, your communication style, and your genuine strengths before letting anyone else manage your voice.
“If there is something fake in between, it’s not going to work,” she advises. A founder’s brand must act as a direct extension of the company’s DNA, functioning far beyond a simple content calendar.