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Digital Marketing Case Study

Explorium Establishes SEO Strategy with
Information Architecture Framework

Explorium provides external data to generate, enrich, and prepare data sets for analytics and machine learning with its automated external data management platform. 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.

Key Results

Z

Improved position of all business-relevant focus (seed) keywords within (first quarter after optimization)

Z

45% boost to organic search impressions on pages optimized according to information architecture SEO (first five months after completing information architecture process)

Z

Logically informed/focused topics, contents and internal links for new pages in interest of additional search engine findability

Z

22% more non-branded keywords ranking in the top 100 positions of organic search results (first quarter after optimization)

Approach

E

Discussed business goals and market / brand positioning in detail as a team

E

Audited existing site with Google Search Console and Google Analytics to determine webpage intent and supplemented with external competitive website analysis to make informed keyword decisions

E

Researched and identified high intent, business-relevant keywords with high search volume and relevancy to the business using SEMrush

E

Mapped keyword profiles to individual pages in visual sitemap format with best practice information architecture tools and techniques

E

Leveraged website information architecture for targeted on-page optimization and SEO content creation

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