Keywords Report revamp
Separating the Keywords Report in Rank Tracker to improve focus, discoverability and provide actionable insights.
My Role
Lead Product Designer
Timeline
July - September 2024
Company
Similarweb
Project Overview
The Keywords Report Revamp was a UX initiative to introduce a more focused approach to keyword tracking by dividing the Keywords report page in Rank Tracker into three views: snapshot, compare, and trend views.
Introduction
Rank Tracker is a tool that allows users to monitor their site's SEO performance and refine their strategy. The Keywords Report is it's first and central report, which helps users analyze keyword performance, compare competitor, and track trends, enabling data-driven SEO decisions.
To learn about Similarweb, the users it serves, and my role here, check out this page.
Goal
The main goal was to redesign the Keywords Report to provide actionable insights and data-driven recommendations for improving SEO and content strategies, while simplifying workflows.
The challenge was to improve discoverability without overwhelming users.
Problem
As the first page in the tool, the Keywords Report tried to serve three distinct use cases—snapshot, compare, and trend view—within a single, cluttered interface. This approach caused confusion, as multiple workflows were combined.
Additionally, the trend view was buried in a dropdown, leading to low adoption, with only 8% of users accessing it.
Research Conclusions
The research made me realize that a clear separation between the three processes is necessary to maintain user focus and facilitate simpler workflows.
Initial Design
The tabs approach (option 1) keeps Snapshot, Compare, and Trend on a single page, making it easy to switch between views but risking feature overload and reduced discoverability. In contrast, the separate pages approach (option 2) provides better focus for the trend view, but may compromise platform consistency by separating snapshot and compare.
Keywords report - Snapshot view
Offers a quick overview of core keyword metrics and performance, helping users assess their content’s effectiveness at a glance.
User Study
By analyzing user behavior in Fullstory sessions and reviewing data from mixpanel, I saw that users became frustrated due to difficulty in finding key features such as keyword performance trends and competitor comparisons, which disrupted their workflows.
Keywords report - Compare view
Lets users compare their performance with competitors, highlighting gaps and opportunities for improvement.
Keywords Trend report
Tracks keyword performance over time, displaying trends daily, weekly, or monthly, and allows for competitor comparisons to identify opportunities and threats.
Final Design
The final design splits the Keywords Report into two pages: one for the snapshot and compare view and another for keywords trend analysis. This improves discoverability, focuses users on their tasks, organizes information clearly, and ensures trend features are easily accessible.
Additional New Features
Additional features include 3 daily trend views: position filtering, improved URL cannibalization views, and daily SERP trends, providing users with more tools to analyze and optimize their keyword performance effectively.
Results
Keywords Trend report is now the 3rd most-viewed report out of 9.
20% of users use presets in the Keywords Report, and we plan to extend this feature to the Trend Report to enhance user flows.
Before the release: Only ~15 paying customers accessed the Keywords Trend view.
After the release: ~140 paying customers actively use the Trend view.
Market Research
Other SEO platforms separate the trend report from the main report into daily, weekly, and monthly views, each on its own page. Additionally, I researched SaaS platforms to understand how to structure hierarchies.
