Sam Kahler | Content, SEO/AEO, and Digital Strategy

01 / Selected Work

Uniswap "Basics" Series Educational content / DeFi users

An educational content series designed to make DeFi concepts clearer, easier to discover organically, and more accessible to both readers and AI search platforms.

Role: Content strategy, SEO/AEO, writing, editorial process, managing outisde agency's build of blog localization capabilities and translation service provider

Audience: Crypto-curious readers, casual token swappers, and DeFi learners

Deliverable: 20+ English-language blog articles, localized into Brazilian Portuguese and LatAm Spanish

Outcome: Improved organic impressions and clicks, and contributed to increased blog-generated swap volume on Uniswap’s web app

Screengrab from article on Uniswap Labs' blog

Ranking in traditional SEO results — Ranking #1 in Google's classic search results

Annual Report on Crypto Philanthropy Long-form report / Nonprofit fundraising

A recurring flagship research report for The Giving Block, designed to translate crypto donation data into clear fundraising trends, nonprofit impact stories, and market-facing insights for nonprofit leaders, fundraisers, donors, and media.

Role: Long-form writing, data storytelling, research synthesis, fundraiser interviews, executive narrative development, GTM content

Audience: Nonprofit executives, fundraising teams, crypto donors, philanthropy media, and Web3 partners

Deliverable: Annual reports published across 2022, 2023, and 2024, plus GTM social copy, PR pitch templates, executive messaging, and supporting promotional materials

Outcome: Generated thousands of downloads and earned coverage in major crypto media including CoinDesk and Cointelegraph, establishing the report as a flagship thought-leadership and demand-generation asset for The Giving Block

Trends excerpt from the Annual Report on Crypto Philanthropy — Excerpt of crypto philanthropy trends

Data visualization from The Giving Block Annual Report on Crypto Philanthropy — Donation data translated into fundraising insights

Excerpt of CoinDesk story covering report

Token Detail Page Search Optimization Technical SEO/AEO / Token discovery

A template-level SEO/AEO optimization project across 10,000+ token detail pages, designed to improve organic discovery, mobile visibility, structured search performance, and how token pages are interpreted by search engines and AI systems.

Role: SEO/AEO strategy, structured data recommendations, semantic HTML planning, product team partnership

Audience: Crypto users, token swappers, search users, and AI/search platforms interpreting token information

Deliverable: Technical SEO recommendations for token detail page templates, including Product and BreadcrumbList JSON-LD, dynamic price fields, improved eyebrow links, and semantic page-copy structure.

Outcome: Helped improve token discovery at scale, with +19% mobile organic clicks, +24% non-branded impressions, +40% product snippet clicks, 107 new pages gaining clicks, and +1,743 new ranking keywords

Screengrab of a Uniswap token detail page — Token detail page template optimized for search discovery

[
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "USD Coin (USDC)",
  "description": "Buy, sell, and swap USD Coin (USDC). View real-time prices, charts, trading data, and more. Current price: $1.00",
  "offers": {
    "@type": "Offer",
    "priceCurrency": "USD",
    "price": 1
  }]

Excerpt from JSON-LD product schema for token detail pages

Search visibility results for Uniswap token detail pages — Expanded organic and rich-result visibility

Study Abroad Program Catalog Program catalog / Student recruitment

A study abroad program catalog for AFS Intercultural Programs, written to help students and families understand international exchange opportunities, compare program options, and feel confident taking the next step toward studying abroad.

Role: Catalog writing, program copy, student-facing messaging, educational marketing

Audience: High school students, parents, families, educators, and prospective study abroad applicants

Deliverable: Full program catalog copy for AFS’s "Explore” study abroad catalog, including program descriptions, destination messaging, and student recruitment content

Outcome: Created clear, engaging, and easy-to-navigate catalog content that helped AFS present international exchange programs to prospective students and families

Cover of the AFS Explore study abroad program catalog — Study abroad program catalog for high schoolers

Program description page from the AFS Explore study abroad catalog — Contents spread written for prospective students and families

Destination page from the AFS Explore study abroad catalog — Regional teaser and program messagings adapted for catalog format

02 / Companies & Publications

Uniswap Labs
The Giving Block
Shift4
Asymptote Journal
We Are Museums
Alliance Magazine
Charity Navigator
Koinly
Ren, Inc.
AFS Intercultural Programs
Bushwick Film Festival
Roundtable Technology
+ ghostwriting @ various pubs 👻

03 / What I Do

Content Strategy

Editorial planning, positioning, launch content, audience research, and content systems.

SEO / AEO / AI Search

Search strategy, structured data, AI visibility analysis, answer engine optimization, and content architecture.

Product & Technical Storytelling

Clear explanations of APIs, financial infrastructure, crypto products, and complex B2B tools.

Measurement & Growth

Organic performance analysis, reporting workflows, search opportunity mapping, and growth-oriented content planning.

Performance Marketing

Google Ads, Meta, LinkedIn, Twitter/X, campaign setup, ad copy, landing page alignment, and reporting.

Marketing Automation & AI Workflows

AI-assisted workflows, API-based research, reporting scripts, structured prompts, and lightweight automation for marketing and search projects.

04 / Get In Touch

Let's chat! If you want to discuss work, writing, collaborations, or cheap eats in New York, feel free to DM me.