BitGo growth playbook

Change both lines to https://www.bitgo.com/sitemap-index.xml and https://www.bitgo.com/llms.txt, make the build fail if robots.txt contains "localhost", submit the sitemap in Google Search Console and Bing Webmaster Tools, and check indexing of the newest product pages a week later. Make this check part of every Labs launch.

It is a one-line fix with outsized reach: every page Labs and product marketing publish gets found faster by search engines and AI assistants.

[ ] robots.txt points to https://www.bitgo.com/sitemap-index.xml
[ ] llms.txt line points to https://www.bitgo.com/llms.txt
[ ] New page listed in the sitemap
[ ] Canonical is the www URL
[ ] Title under 60 characters
[ ] Meta description written
[ ] Inspected in Search Console

• Other environment leaks

  Search all built files for localhost.

• Your websitebitgo.com/robots.txt (checked October 21, 2026) ends with "Sitemap: http://localhost:8080/sitemap-index.xml" and "# llms.txt: http://localhost:8080/llms.txt", a development address. The real sitemap index and llms.txt are live at www.bitgo.com.Source
• HiringMarketing Generalist, BitGo Labs (contract, Palo Alto, posted October 15, 2026): Labs ships "real, live, revenue-generating products", "Three months from blank page to live product". The role owns "Demand Generation & SEO" ("Use AI to spin up optimized landing pages, test copy, and hack organic growth in days, not months"), social and community, and "Iterate or Kill It" with "Real numbers, committed in advance".Source
• HiringProduct Marketing Manager (Palo Alto, New York, San Francisco): positioning "from the one-sentence pitch to the full product narrative", launches "from idea to adoption", "Competitive and market intelligence", sales enablement, and partnering "across Content, Growth, PR, and IR to tell the story of a public company".Source
• SitemapThe sitemap lists 5,829 URLs: 931 each in Portuguese (Brazil), Japanese, Spanish (Mexico) and Chinese, about 370 each for the UAE, India and EU English sites, 40 product pages, 21 solution pages, 53 coin pages and 27 case studies. It also lists about 114 test, placeholder and duplicate-version pages (repeated in every locale) and about 200 onboarding document pages; a Bitcoin quantum-resistance score page is listed too.Source

Remove them from the sitemap, set noindex on onboarding documents, delete or redirect test pages, and keep a list of what may go into the sitemap.

Search engines then spend their attention on product, solution and coin pages.

• Onboarding links break

  Keep pages live, just noindexed.

• SitemapThe sitemap lists 5,829 URLs: 931 each in Portuguese (Brazil), Japanese, Spanish (Mexico) and Chinese, about 370 each for the UAE, India and EU English sites, 40 product pages, 21 solution pages, 53 coin pages and 27 case studies. It also lists about 114 test, placeholder and duplicate-version pages (repeated in every locale) and about 200 onboarding document pages; a Bitcoin quantum-resistance score page is listed too.Source
• Your websitebitgo.com/robots.txt (checked October 21, 2026) ends with "Sitemap: http://localhost:8080/sitemap-index.xml" and "# llms.txt: http://localhost:8080/llms.txt", a development address. The real sitemap index and llms.txt are live at www.bitgo.com.Source

Render a lighter, smaller consent bar in the first HTML, load the consent script after the hero, and make the hero headline the first large element. Recheck field data in four weeks.

Institutional buyers judge infrastructure firms on speed; this also lifts search ranking signals.

• Consent rules by region

  Keep EU behavior unchanged.

• Google PageSpeedHomepage on mobile: performance 65, lab LCP 10.0 s, and the largest element is the cookie notice text ("BitGo uses first and third-party cookies, pixels, web beacons..."). Real Chrome visitors: homepage LCP 3.4 s at the 75th percentile and 2.6 s across the site, 21% slower than before, both above the 2.5 s "good" line; INP 137 ms.Source
• programmable.infoDeveloper and media reach: 118 npm packages with about 140,694 weekly downloads, the bitgo/express Docker image with about 1.5 million pulls, and a YouTube channel with 4,170 subscribers and 542 videos. The site's security policy allows both Marketo and HubSpot, plus Demandbase, ZoomInfo and Calendly.Source

Add a 301 from bitgo.com to www.bitgo.com for every path, update internal links and email templates, and check in Search Console.

One host collects all link value and analytics are clean.

• App links

  Exclude app.bitgo.com.

• Site checkThe homepage canonical is https://www.bitgo.com/, but https://bitgo.com/ also serves the full page with status 200 and no redirect. Page titles all end with "| The digital asset infrastructure company.", so the homepage title is about 95 characters.Source

Use "| BitGo" as the suffix, write titles under 60 characters for the top 50 pages, and fix small errors such as the stray backtick in the Crypto-as-a-Service description.

Clear titles lift click-through and help assistants name the brand.

• Ranking dips

  Change top pages in batches.

• Site checkThe homepage canonical is https://www.bitgo.com/, but https://bitgo.com/ also serves the full page with status 200 and no redirect. Page titles all end with "| The digital asset infrastructure company.", so the homepage title is about 95 characters.Source
• Your websiteCrypto-as-a-Service page: "Bring crypto functionality to market within a few weeks", using BitGo Bank & Trust's OCC charter, a MiCAR license in the EU and a Major Payment Institution license in Singapore, with a downloadable guide "for banks and fintechs". Its meta description ends with a stray backtick character.Source
• HiringProduct Marketing Manager (Palo Alto, New York, San Francisco): positioning "from the one-sentence pitch to the full product narrative", launches "from idea to adoption", "Competitive and market intelligence", sales enablement, and partnering "across Content, Growth, PR, and IR to tell the story of a public company".Source

Map which forms and lists use each tool, pick one system of record, migrate forms, and remove the unused scripts. Keep account-intelligence tools only where sales uses them.

One lead flow speeds routing to sales and makes the site lighter.

• Lost history

  Export before switching.

• programmable.infoDeveloper and media reach: 118 npm packages with about 140,694 weekly downloads, the bitgo/express Docker image with about 1.5 million pulls, and a YouTube channel with 4,170 subscribers and 542 videos. The site's security policy allows both Marketo and HubSpot, plus Demandbase, ZoomInfo and Calendly.Source
• Google PageSpeedHomepage on mobile: performance 65, lab LCP 10.0 s, and the largest element is the cookie notice text ("BitGo uses first and third-party cookies, pixels, web beacons..."). Real Chrome visitors: homepage LCP 3.4 s at the 75th percentile and 2.6 s across the site, 21% slower than before, both above the 2.5 s "good" line; INP 137 ms.Source
• HiringSales hiring: Institutional Sales Directors in New York and Palo Alto, an Institutional Senior Sales Associate, a Sales Director - Fintech for "fintech, payments, Neo banks" selling "Crypto as a Service, custody, trading, staking, lending, and DeFi", and three Business Development Representatives for MENA (Cyprus or Israel, Saudi Arabia, South Africa or Kenya), where Arabic is "a bonus".Source

Generate a page per supported asset with custody, staking and trading support, network details and a "talk to us" path, starting with the 100 most-searched. Let token teams share their page.

Asset-level pages win long-tail searches with clear buying intent and give listed projects a reason to link to BitGo.

• Thin pages

  Include real feature data per asset.

• HiringBitGo's description in its posts: "NYSE: BTGO"; BitGo Bank & Trust, National Association, "the first federally chartered digital asset trust bank owned by a publicly traded company"; it "supports over 600 coins and tokens" and serves "more than 1500 institutional clients in 50 countries".Source
• SitemapThe sitemap lists 5,829 URLs: 931 each in Portuguese (Brazil), Japanese, Spanish (Mexico) and Chinese, about 370 each for the UAE, India and EU English sites, 40 product pages, 21 solution pages, 53 coin pages and 27 case studies. It also lists about 114 test, placeholder and duplicate-version pages (repeated in every locale) and about 200 onboarding document pages; a Bitcoin quantum-resistance score page is listed too.Source
• HiringDirector and Associate, Listings & Ecosystem Development (New York): relationships with "coin foundations, token projects, and Venture Capital firms", "market research and analysis on various aspects of the crypto ecosystem", and "new services geared towards developers and early stage startups".Source

Build one landing page template, a tracking plan, a social launch checklist and a scorecard with the kill threshold set before launch. Review each launch at 30 and 60 days.

Consistency makes results comparable and launches cheaper.

• Rigid template

  Allow changes per product.

• HiringMarketing Generalist, BitGo Labs (contract, Palo Alto, posted October 15, 2026): Labs ships "real, live, revenue-generating products", "Three months from blank page to live product". The role owns "Demand Generation & SEO" ("Use AI to spin up optimized landing pages, test copy, and hack organic growth in days, not months"), social and community, and "Iterate or Kill It" with "Real numbers, committed in advance".Source
• Your websitebitgo.com/robots.txt (checked October 21, 2026) ends with "Sitemap: http://localhost:8080/sitemap-index.xml" and "# llms.txt: http://localhost:8080/llms.txt", a development address. The real sitemap index and llms.txt are live at www.bitgo.com.Source

Publish fair comparison pages on regulation, custody model, products and assets supported, with the OCC charter, NYSE listing and asset count as proof. Use the same content in competitor comparisons.

Comparison searches are late-stage and high intent.

• Outdated facts

  Date and source each claim.

• HiringProduct Marketing Manager (Palo Alto, New York, San Francisco): positioning "from the one-sentence pitch to the full product narrative", launches "from idea to adoption", "Competitive and market intelligence", sales enablement, and partnering "across Content, Growth, PR, and IR to tell the story of a public company".Source
• Competitor researchRivals' own homepages: Anchorage Digital, "Crypto bank for institutions"; Fireblocks, "Digital Asset & Stablecoin Infrastructure"; Copper "connects custody, trading, settlement and collateral management".See the research Source
• HiringBitGo's description in its posts: "NYSE: BTGO"; BitGo Bank & Trust, National Association, "the first federally chartered digital asset trust bank owned by a publicly traded company"; it "supports over 600 coins and tokens" and serves "more than 1500 institutional clients in 50 countries".Source
• Your websiteBlog: BitGo received "full, unconditional approval" from the OCC to convert BitGo Trust Company to BitGo Bank & Trust, National Association, under "a single, uniform federal supervisory regime".Source

Add an interactive planner: pick products, regions and volumes, get a launch timeline, the licenses covered and a contact. Pass answers to sales.

A planner qualifies leads and starts the sales conversation with specifics.

• Overpromising

  Show ranges and conditions.

• Your websiteCrypto-as-a-Service page: "Bring crypto functionality to market within a few weeks", using BitGo Bank & Trust's OCC charter, a MiCAR license in the EU and a Major Payment Institution license in Singapore, with a downloadable guide "for banks and fintechs". Its meta description ends with a stray backtick character.Source
• HiringSales hiring: Institutional Sales Directors in New York and Palo Alto, an Institutional Senior Sales Associate, a Sales Director - Fintech for "fintech, payments, Neo banks" selling "Crypto as a Service, custody, trading, staking, lending, and DeFi", and three Business Development Representatives for MENA (Cyprus or Israel, Saudi Arabia, South Africa or Kenya), where Arabic is "a bonus".Source

Translate the UAE homepage, custody, prime and stablecoin pages into Arabic with right-to-left layout, add a local contact path, and use them in outreach.

Local-language pages build trust with regional institutions and support outbound.

• Regulatory wording

  Have compliance review each page.

• HiringSales hiring: Institutional Sales Directors in New York and Palo Alto, an Institutional Senior Sales Associate, a Sales Director - Fintech for "fintech, payments, Neo banks" selling "Crypto as a Service, custody, trading, staking, lending, and DeFi", and three Business Development Representatives for MENA (Cyprus or Israel, Saudi Arabia, South Africa or Kenya), where Arabic is "a bonus".Source
• SitemapThe sitemap lists 5,829 URLs: 931 each in Portuguese (Brazil), Japanese, Spanish (Mexico) and Chinese, about 370 each for the UAE, India and EU English sites, 40 product pages, 21 solution pages, 53 coin pages and 27 case studies. It also lists about 114 test, placeholder and duplicate-version pages (repeated in every locale) and about 200 onboarding document pages; a Bitcoin quantum-resistance score page is listed too.Source

Offer a free sandbox signup on the developer site, track which companies build, and alert the right seller when a team moves from test to production volume.

Developer adoption often leads institutional deals.

• Developers dislike sales calls

  Lead with technical help.

• programmable.infoDeveloper and media reach: 118 npm packages with about 140,694 weekly downloads, the bitgo/express Docker image with about 1.5 million pulls, and a YouTube channel with 4,170 subscribers and 542 videos. The site's security policy allows both Marketo and HubSpot, plus Demandbase, ZoomInfo and Calendly.Source
• HiringSales hiring: Institutional Sales Directors in New York and Palo Alto, an Institutional Senior Sales Associate, a Sales Director - Fintech for "fintech, payments, Neo banks" selling "Crypto as a Service, custody, trading, staking, lending, and DeFi", and three Business Development Representatives for MENA (Cyprus or Israel, Saudi Arabia, South Africa or Kenya), where Arabic is "a bonus".Source
• HiringDirector and Associate, Listings & Ecosystem Development (New York): relationships with "coin foundations, token projects, and Venture Capital firms", "market research and analysis on various aspects of the crypto ecosystem", and "new services geared towards developers and early stage startups".Source

Map each case study to a solution, add the matching case study to each solution page, and write new ones for segments with none.

Segment proof shortens institutional sales cycles.

• Clients avoid naming

  Use anonymized studies.

• SitemapThe sitemap lists 5,829 URLs: 931 each in Portuguese (Brazil), Japanese, Spanish (Mexico) and Chinese, about 370 each for the UAE, India and EU English sites, 40 product pages, 21 solution pages, 53 coin pages and 27 case studies. It also lists about 114 test, placeholder and duplicate-version pages (repeated in every locale) and about 200 onboarding document pages; a Bitcoin quantum-resistance score page is listed too.Source
• HiringProduct Marketing Manager (Palo Alto, New York, San Francisco): positioning "from the one-sentence pitch to the full product narrative", launches "from idea to adoption", "Competitive and market intelligence", sales enablement, and partnering "across Content, Growth, PR, and IR to tell the story of a public company".Source
• HiringSales hiring: Institutional Sales Directors in New York and Palo Alto, an Institutional Senior Sales Associate, a Sales Director - Fintech for "fintech, payments, Neo banks" selling "Crypto as a Service, custody, trading, staking, lending, and DeFi", and three Business Development Representatives for MENA (Cyprus or Israel, Saudi Arabia, South Africa or Kenya), where Arabic is "a bonus".Source

Define the next product for each usage pattern (custody only to staking, staking to prime), add it to quarterly reviews, and track expansion.

Cross-selling to existing clients is the cheapest growth.

• Pushy reviews

  Lead with client goals.

• HiringCustomer Success Managers (remote and Singapore, posted October 16, 2026) measured on "Gross Dollar Retention", using "customer usage data" to drive adoption and lead business reviews; a Head of Design: "We are not a design-forward company today. We intend to become one", owning the design system and the retail mobile experience.Source
• Your websiteHomepage: "NYSE LISTED: BTGO", "OCC Federally Chartered", "Founded in 2013"; five pillars: Prime Services, Ecosystem, Stablecoins, Wallet Services and Crypto-as-a-Service. The Japanese homepage shows "$104B" assets on the platform and "9.3M+" wallets created.Source

Report traffic and leads per locale, review translation quality on top pages, remove non-content pages from every locale, and focus effort on locales that convert.

Translated sites cost upkeep; focus raises their return.

• Hurting regional sales

  Ask regional teams first.

• SitemapThe sitemap lists 5,829 URLs: 931 each in Portuguese (Brazil), Japanese, Spanish (Mexico) and Chinese, about 370 each for the UAE, India and EU English sites, 40 product pages, 21 solution pages, 53 coin pages and 27 case studies. It also lists about 114 test, placeholder and duplicate-version pages (repeated in every locale) and about 200 onboarding document pages; a Bitcoin quantum-resistance score page is listed too.Source
• Your websitebitgo.com/robots.txt (checked October 21, 2026) ends with "Sitemap: http://localhost:8080/sitemap-index.xml" and "# llms.txt: http://localhost:8080/llms.txt", a development address. The real sitemap index and llms.txt are live at www.bitgo.com.Source

Build one trust center with licenses by entity, insurance, audits and certifications, security controls and a request path for due-diligence documents.

It shortens due diligence and turns regulation into a sales asset.

• Over-disclosure

  Gate sensitive documents.

• Your websiteBlog: BitGo received "full, unconditional approval" from the OCC to convert BitGo Trust Company to BitGo Bank & Trust, National Association, under "a single, uniform federal supervisory regime".Source
• Your websiteCrypto-as-a-Service page: "Bring crypto functionality to market within a few weeks", using BitGo Bank & Trust's OCC charter, a MiCAR license in the EU and a Major Payment Institution license in Singapore, with a downloadable guide "for banks and fintechs". Its meta description ends with a stray backtick character.Source
• HiringBitGo's description in its posts: "NYSE: BTGO"; BitGo Bank & Trust, National Association, "the first federally chartered digital asset trust bank owned by a publicly traded company"; it "supports over 600 coins and tokens" and serves "more than 1500 institutional clients in 50 countries".Source

Publish clear listing tiers and a status tracker for applications, with a paid fast-track and a launch kit (announcement, page, custody support).

A clear path grows listing revenue and the asset catalog.

• Risky assets

  Keep compliance review.

• HiringDirector and Associate, Listings & Ecosystem Development (New York): relationships with "coin foundations, token projects, and Venture Capital firms", "market research and analysis on various aspects of the crypto ecosystem", and "new services geared towards developers and early stage startups".Source
• SitemapThe sitemap lists 5,829 URLs: 931 each in Portuguese (Brazil), Japanese, Spanish (Mexico) and Chinese, about 370 each for the UAE, India and EU English sites, 40 product pages, 21 solution pages, 53 coin pages and 27 case studies. It also lists about 114 test, placeholder and duplicate-version pages (repeated in every locale) and about 200 onboarding document pages; a Bitcoin quantum-resistance score page is listed too.Source
• HiringBitGo's description in its posts: "NYSE: BTGO"; BitGo Bank & Trust, National Association, "the first federally chartered digital asset trust bank owned by a publicly traded company"; it "supports over 600 coins and tokens" and serves "more than 1500 institutional clients in 50 countries".Source

Publish the same headline metrics on every locale, updated each quarter in step with IR, with a short narrative.

Consistent figures build credibility with clients and investors.

• Disclosure rules

  IR approves every figure.

• Your websiteHomepage: "NYSE LISTED: BTGO", "OCC Federally Chartered", "Founded in 2013"; five pillars: Prime Services, Ecosystem, Stablecoins, Wallet Services and Crypto-as-a-Service. The Japanese homepage shows "$104B" assets on the platform and "9.3M+" wallets created.Source
• HiringProduct Marketing Manager (Palo Alto, New York, San Francisco): positioning "from the one-sentence pitch to the full product narrative", launches "from idea to adoption", "Competitive and market intelligence", sales enablement, and partnering "across Content, Growth, PR, and IR to tell the story of a public company".Source
• HiringBitGo's description in its posts: "NYSE: BTGO"; BitGo Bank & Trust, National Association, "the first federally chartered digital asset trust bank owned by a publicly traded company"; it "supports over 600 coins and tokens" and serves "more than 1500 institutional clients in 50 countries".Source

Cut short clips on the topics each segment cares about (banks, fintechs, treasuries), post them weekly and link to the matching solution page.

Reusing content is cheap and supports sales outreach.

• Old content

  Use only current products.

• programmable.infoDeveloper and media reach: 118 npm packages with about 140,694 weekly downloads, the bitgo/express Docker image with about 1.5 million pulls, and a YouTube channel with 4,170 subscribers and 542 videos. The site's security policy allows both Marketo and HubSpot, plus Demandbase, ZoomInfo and Calendly.Source
• HiringMarketing Generalist, BitGo Labs (contract, Palo Alto, posted October 15, 2026): Labs ships "real, live, revenue-generating products", "Three months from blank page to live product". The role owns "Demand Generation & SEO" ("Use AI to spin up optimized landing pages, test copy, and hack organic growth in days, not months"), social and community, and "Iterate or Kill It" with "Real numbers, committed in advance".Source

Update the score on a schedule, explain the method, publish what custodians can do, and pitch it to press.

Original research earns links and positions BitGo as the security expert.

• Alarmism

  Keep it factual.

• SitemapThe sitemap lists 5,829 URLs: 931 each in Portuguese (Brazil), Japanese, Spanish (Mexico) and Chinese, about 370 each for the UAE, India and EU English sites, 40 product pages, 21 solution pages, 53 coin pages and 27 case studies. It also lists about 114 test, placeholder and duplicate-version pages (repeated in every locale) and about 200 onboarding document pages; a Bitcoin quantum-resistance score page is listed too.Source
• HiringProduct Marketing Manager (Palo Alto, New York, San Francisco): positioning "from the one-sentence pitch to the full product narrative", launches "from idea to adoption", "Competitive and market intelligence", sales enablement, and partnering "across Content, Growth, PR, and IR to tell the story of a public company".Source

Use the same components for the website and product, starting with forms, buttons and charts. Labs uses it for fast launches.

Consistent design raises trust and speeds launches.

• Slow migration

  Start with new pages.

• HiringCustomer Success Managers (remote and Singapore, posted October 16, 2026) measured on "Gross Dollar Retention", using "customer usage data" to drive adoption and lead business reviews; a Head of Design: "We are not a design-forward company today. We intend to become one", owning the design system and the retail mobile experience.Source
• HiringMarketing Generalist, BitGo Labs (contract, Palo Alto, posted October 15, 2026): Labs ships "real, live, revenue-generating products", "Three months from blank page to live product". The role owns "Demand Generation & SEO" ("Use AI to spin up optimized landing pages, test copy, and hack organic growth in days, not months"), social and community, and "Iterate or Kill It" with "Real numbers, committed in advance".Source