Switch domain's CRYPTO focus to B2B

[MariY]

Hi everyone!

I have my tough question, hope you'll help with your recommendations!

I have a domain for blockchain company (DA 38, 590 linking domains), which started as an ICO project, but rapidly grew to  a recognized  B2B company with a few B2B clients. What we want is to attract more B2B prospects via Google Search, but the problem is when our prospects google our brand name (which also happens to be our domain, so this domain must be kept) they see mainly ico/crypto SERPs (as the result of ICO ad campaigns, online publicity etc). And they get prejudice towards us and don't trust us in the first place. What we already managed to do is to add some B2B news and links in 1-10 SERPs for our brand name, but still old ones (crypto related don't go so fast). Our management wants  our prospects to be able to clearly see the difference between the current company domain (which must be remade to B2B focus only) and the new domain (our token-oriented, since our product is on blockchain). Question: is it possible to do such differentiation in the eyes of Google (and thus our prospects)? if yes, what is the best way to do that? 2 separate domains, not linking to each other or any other way?
Do you have any other ideas?

[MariY]

Thank you for your suggestion! The thing is last year Google has blocked all advertisers who ran cryptocurrency/ico-related ads (and us too), so we have no opportunity to run PPC ads for our brand name. Luckily, no competitors run 'bad' ads targeting our brand name as well. 
I guess it's really the 2nd option that's realistic for us - to push the first query-space to look cleaner. Again thanks for your helpful ideas!

[effectdigital]

What you're fighting here is the nature of the query-space, unfortunately. It sounds like you have had success combating the negativity of the query-space in terms of Google's organic results, but not in terms of Google's PPC ads (Google Ads)

Have you thought about entering that query-space as a paid advertiser as well? If for no other reason than to clear it up. If the ads are mostly spammy types of ads which would cause users to mis-trust them and you have better content, I can only guess that bidding on the same terms, your CPC (Cost Per Click) should actually be lower as long as the content is relevant. Happily I would assume that most people into Crypto would probably run ad-blockers anyway so that might also play in your favour there

If you want your two sites sitting and living in two different query-spaces, two separate domains and two separate brands would achieve that. Otherwise, even with a separate domain, it will just enter the first query-space which you have identified as contaminated. You'd need to also do completely different keyword research and angle it around terms which, when you check their query-spaces, you're happy that (overall) they don't look too spammy and polluted

Another option is to really push the first query-space to look cleaner. If you could achieve large, confident, trustworthy-looking knowledge-graph entries (like where brand boxes pop out on the side of the SERPs) and continue to clean up the organic results (maybe post newsworthy articles on known and respected news sites, trying to get those in the top-10 to) then the contaminating ads would have less of a presence and thereby, whilst still being annoying - impact you less financially

There are lots of options. I tried to understand the question, if I've made wrong assumptions here let me know...