Explorium provides external data to generate, enrich, and prepare data sets for analytics and machine learning with its automated [external data management platform](https://www.explorium.ai/platform-overview/). Explorium needed to create a foundational keyword strategy for its domain in order to guide SEO across existing page optimization, content creation, and competitive positioning to unify a data-driven SEO blueprint for all organic growth activities.

Firebrand developed a holistic information architecture diagram by conducting thorough keyword, competitor and brand positioning research to identify opportunities to improve current keyword rankings, target net new keywords, and capitalize on competitor/market gaps. This information architecture framework exercise not only established a site optimization plan, but also empowered further SEO work to expand authority for business-critical keywords and to bring targeted organic traffic to key web pages.