Is Google Stealing Your Traffic? BeInCrypto CEO Alena Afanaseva

Building a brand isn’t always about profit. Sometimes it’s about putting systems in place to make sure your content reaches its audience, even when Google threatens to take that traffic away. For BeInCrypto founder Alena Afanaseva, long-term thinking beats short-term hacks; she told a live podcast at Binance Blockchain Week that sustainability comes from strategy and a commitment to quality, credibility and trust as algorithms shift.

Her advice for founders is straightforward: start from the inside. Chasing virality or outsourcing your voice before understanding who you are rarely works. Identify real strengths, build your personal brand around them, and use professionals to amplify—not replace—your voice.

"If there is something fake in between, it’s not going to work," she said. BeInCrypto weathered market and traffic storms by focusing on trust and insight rather than clicks. The site limited press releases, reinforced internal editorial rules and kept a clear separation between commercial interests and newsroom work.