Esri Organic Growth Opportunities

Generate a hyper-targeted market map and GIS insights page for every 6-digit NAICS industry code within each US state. This strategy captures high-intent B2B searchers looking for spatial market analysis tools and data, directly funneling them to Esri's Business Analyst products.

Example Keywords

• "gis market analysis 722513 ohio restaurants"
• "naics 541330 california mapping data"
• "retail site selection software 448140 texas"
• "arcgis business analyst for NAICS 315240"

Rationale

Businesses looking for market intelligence often search by their industry code (NAICS) and geography. By creating these specific landing pages, Esri can intercept commercial queries at the exact moment of need, providing immediate value and a clear path to its Business Analyst software and data subscriptions. No competitor currently provides this level of granular, SEO-optimized spatial intelligence.

Topical Authority

Esri has immense authority in GIS and business analytics. This play solidifies its position as the leader in location intelligence for every conceivable industry sector, demonstrating the platform's versatility and power on a massive scale. It directly leverages the capabilities of ArcGIS Business Analyst, proving its value before a user even signs up.

Internal Data Sources

This play would leverage AirOps to connect to the ArcGIS Business Analyst API to pull real-time demographic, consumer spending, and competitive landscape data. It would also utilize layers from the ArcGIS Living Atlas for supplementary data like traffic counts and psychographics, and reference partner success stories from the Esri Partner Marketplace.

Estimated Number of Pages

52,500+

Create a dedicated Part 107 drone flight compliance page for every US ZIP code, featuring maps of no-fly zones and a calculated ground-risk score. This play targets the rapidly growing commercial drone industry, from independent pilots to large-scale enterprise operations.

Example Keywords

• "drone no-fly zones 32801"
• "part 107 airspace map 94596"
• "check drone flight restrictions by zip code"
• "ground risk class for uas 60616"

Rationale

Drone operators are legally required to assess airspace and ground risk before every flight, making this a high-frequency, high-stakes search query. While apps exist, few offer a permanent, indexable web page for each location. This strategy positions Esri as an essential daily resource for pilots, driving adoption of its drone-focused products like ArcGIS Drone2Map and Site Scan for ArcGIS.

Topical Authority

Esri already provides foundational data to aviation authorities and has strong authority in mapping and spatial analysis. By creating a comprehensive, nationwide resource for drone compliance, Esri becomes the de facto authority in the UAS (Unmanned Aircraft Systems) geospatial domain, capturing an audience that includes AEC, public safety, and energy—all core Esri customer segments.

Internal Data Sources

AirOps would integrate with the FAA's UAS Facility Map services (already available via ArcGIS Online) to generate airspace maps. It would use Esri's own proprietary elevation data and land-cover rasters from the Living Atlas to algorithmically generate a ground-risk score, creating a unique and valuable data product that is difficult to replicate.

Estimated Number of Pages

41,700+

Develop a climate risk and GIS toolkit page for every individual USPS ZIP code, detailing local exposure to wildfires, floods, and other hazards. This play captures traffic from insurance, real estate, and government sectors searching for localized climate vulnerability data.

Example Keywords

• "climate risk map 90210"
• "wildfire exposure gis 80302"
• "flood vulnerability zip code 11206"
• "buy climate resilience data 77021"

Rationale

As climate events become more frequent, demand for hyper-local risk assessment is exploding. This strategy provides an immediate, tangible answer to a critical question for high-value industries. By offering a free, data-rich overview for every ZIP code, Esri creates a massive funnel for its advanced climate resilience solutions, demographic data, and ArcGIS platform licenses.

Topical Authority

Esri's Disaster Response Program is already a globally recognized authority, providing live maps during major events. This play scales that authority down to the neighborhood level, making Esri the go-to source not just for disaster response, but for proactive climate resilience planning. It establishes dominance in a niche that competitors have not addressed at this scale.

Internal Data Sources

The play would utilize AirOps to pull live data feeds from sources already integrated into the ArcGIS Living Atlas, such as NOAA (weather), USGS (floods), and LANDFIRE (wildfire fuel). It would overlay this with Esri's own demographic data and parcel information from ArcGIS Hub to provide rich, multi-dimensional context for each ZIP code.

Estimated Number of Pages

42,000+

Launch a dedicated solution page for every county and major city in the US, focused on parcel mapping software and GIS data solutions. This strategy directly targets the high-value government, real estate, and AEC (Architecture, Engineering, and Construction) sectors searching for local land records tools.

Example Keywords

• "parcel mapping software cook county"
• "gis parcel viewer maricopa county alternatives"
• "buy parcel data los angeles county shapefile"
• "clark county assessor gis software"

Rationale

County and city governments, along with private firms that work with them, have a constant need for accurate parcel management. Esri already ranks for a few of these terms by chance, proving the model works. A systematic rollout would capture thousands of high-intent keywords, intercepting buyers actively looking for the exact solutions Esri provides, like ArcGIS Pro and ArcGIS Online.

Topical Authority

Esri is the undisputed leader in GIS for government. This play reinforces that authority by demonstrating deep knowledge of local government workflows at a massive scale. It expands on a proven concept (e.g., existing rank for 'mecklenburg county gis') and turns it into a strategic, insurmountable content moat.

Internal Data Sources

AirOps workflows would pull data from Esri's partner database to highlight local implementation partners (e.g., Beacon/qPublic). It would also reference open data portals on ArcGIS Hub to showcase available local datasets and use case studies from ArcNews and ArcUser archives that are specific to public sector land administration.

Estimated Number of Pages

3,200+

Build the definitive encyclopedia for every Coordinate Reference System, identified by its EPSG code, detailing its parameters, usage, and ArcGIS workflow. This strategy targets the foundational technical queries made by every GIS professional, student, and developer on the planet.

Example Keywords

• "epsg 3857 parameters arcgis"
• "epsg 26918 coordinate system tutorial"
• "convert epsg 4326 to 4979 in arcgis"
• "what is nad83 utm zone 10n"

Rationale

Choosing and managing a CRS is one of the first and most critical steps in any geospatial project. Current online resources are fragmented, academic, or lack practical application. By creating a comprehensive, easy-to-use resource, Esri can capture a massive volume of long-tail technical traffic, becoming an indispensable daily reference and reinforcing its brand at the very core of the GIS workflow.

Topical Authority

Esri's software is built on these coordinate systems, giving them unparalleled technical authority. While `support.esri.com` has some definitions, this play would create a comprehensive, public-facing resource on the main domain that is 100x more detailed and user-friendly than any competitor's, solidifying Esri's role as the technical standard-bearer for the entire industry.

Internal Data Sources

AirOps can use the official EPSG registry as a primary data source. This would be enriched with proprietary information from the ArcGIS projection engine's internal XML files for exact transformation math, diagrams from existing Esri training materials (e.g., 'understanding_map_projections.pdf'), and batch-generated code snippets for performing conversions in ArcGIS Pro.

Estimated Number of Pages

6,750+

Improvements Summary

Revise and expand the GIS Fundamentals cluster to target high-potential keywords, improve on-page structure, and add multimedia and schema for featured snippet eligibility. Strengthen internal linking between glossary and pillar pages, and introduce new supporting content formats.

Improvements Details

Update the pillar page with a featured-snippet style definition, new H2s, explainer video, FAQ, and exact-match internal links to glossary terms. For glossary pages, add concise definitions, diagrams, mini-FAQs with schema, and cross-links to the pillar. Target keywords like 'gis & mapping', 'mapping gis', and 'coordinate system xyz'. Launch a blog post, interactive StoryMap, and YouTube shorts series to support glossary terms. Add a 'Related GIS Terms' sidebar and link from high-authority product and blog pages.

Improvements Rationale

These improvements address thin, technical content and missed rich snippet opportunities, aiming to move key pages from page 2 to page 1 for valuable queries. By aligning content structure and schema with search intent and increasing internal authority flow, the cluster is positioned to capture more top-of-funnel traffic and featured snippets. This approach is expected to drive significant increases in organic sessions and click-through rates.