Upplyser om rasism och hat
Expo (expo.se) scores 81 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Non-profit brands, Media & Entertainment brands, Education brands, in the 84th percentile of 25569 Non-profit brands.
Expo is a Swedish foundation established in 1995 dedicated to informing the public about racism, antisemitism and xenophobia. It combines investigative journalism with research and educational activities to map and counter extremism in society. Positioned as an independent source of knowledge, Expo serves the general public, journalists, schools, authorities and organizations seeking to understand and combat racism and right-wing extremism.
| Brand Name | Expo |
|---|---|
| Domain | expo.se |
| Industry | Non-profit, Media & Entertainment |
| Founded | 1995 |
| Main Competitors | Southern Poverty Law Center (87/100), Hope Not Hate (84/100), EXIT-Deutschland (64/100), Forum för levande historia, Searchlight Magazine (73/100) |
Ranked #297,030 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Expo has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Stiftelsen Expo är en svensk stiftelse grundad 1995 med syfte att upplysa allmänheten om rasism och främlingsfientlighet." (Meta description: 17 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, og:image, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is SV-only, limiting citation in English-language AI answers.
Detected tech stack: Cloudflare, WordPress, Ghost, React.
Social footprint: verified profiles on Facebook, Instagram, X (Twitter), LinkedIn, YouTube, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked November 2026.
When asked "What is Expo?", Claude could identify the brand as of November 2026. Expo is a Swedish non-profit foundation and magazine that researches and reports on racism, antisemitism, and right-wing extremism in Sweden, co-founded in the mid-1990s with ties to author Stieg Larsson. Best known for investigative journalism exposing far-right and racist networks in Sweden.
When asked "Best brands similar to Expo?", Claude would recommend Expo as of November 2026. It's a well-established and respected watchdog organization in Sweden specifically focused on monitoring extremism, so it would come up naturally in that context.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Expo's main competitors in Non-profit: Southern Poverty Law Center (87/100), Hope Not Hate (84/100), EXIT-Deutschland (64/100), Searchlight Magazine (73/100).
Sources: Brand Analyzer scan
Expo is a Swedish non-profit foundation (Stiftelsen Expo) founded in 1995. Its purpose is to inform the public about racism, antisemitism and xenophobia, combining investigative journalism, research and education to understand and counter extremism in Swedish society.
Sources: Expo official site
Expo has limited AI-search visibility, scoring 47/100 on Brand Analyzer's AI visibility composite (visibility 62, trust 21, recommendation 51). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Expo official site
Expo conducts investigative journalism, research and educational work focused on mapping and countering racism, antisemitism, nazism and other forms of extremism. It produces reports, articles and educational materials aimed at helping the public, media, schools and authorities recognize and respond to these phenomena.
Sources: Expo official site
Expo scores 51/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Non-profit options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Expo official site
Expo offers investigative journalism, research reports, and educational resources aimed at raising awareness of racism, antisemitism and xenophobia. These outputs are used by journalists, schools, authorities and organizations seeking to understand and counter extremism.
Sources: Expo official site
Expo can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Expo official site
Expo's audience includes the general public, journalists, schools, government authorities and organizations that want to understand and combat racism and right-wing extremism.
Sources: Expo official site
Expo is known for its investigative reporting on racist and far-right networks in Sweden, and for being a leading independent source of knowledge on extremism, nazism and antidemocratic movements in the country.
Sources: Expo official site
Expo scores 47/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Expo has a limited AI-visibility profile at 47/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (62/100) and its weakest is trust (21/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #297,030 (Tranco). The main gaps holding it back: no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Expo from memory (November 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Expo: Exodus (81/100), Engineers Without Borders UK (81/100), Fairtrade Foundation (81/100), Fair Wear (81/100).
A step up - brands to learn from: Workaway (91/100), WHYY (91/100).
Category leader: Change.org (97/100).
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