SERP Feature Report
Building a new page report in Rank Tracker that highlights the SERP Features, and helps identify opportunities for optimization, track changes over time, and refine SEO strategies.
My Role
Lead Product Designer
Timeline
July - October 2023
Company
Similarweb
Project Overview
The new SERP Features report addressed a gap in our product by providing users with insights into their SERP performance, helping them prioritize optimization efforts and make data-driven decisions.
To learn about Similarweb, the users it serves, and my role here, check out this page.
Introduction
SERP features are the elements of search engines’ search result pages that aren’t traditional organic search results.
Problem
Our product lacked a dedicated tool to analyze performance across SERP features, despite having the capabilities to deliver this data. This gap prevented us from offering a solution that could meet user needs and attract SEO experts. Developing this feature was critical to bring the product to a basic MVP level and position it competitively in the market.
Goals
Main goal: Provide SERP feature data to help users make informed SEO and content decisions.
MVP goal: Match competitor offerings for SERP insights.
UX goal: Align with industry patterns to ensure an intuitive workflow, while leveraging unique insights for added value.
User Study
To understand user needs and pain points, we presented SEO professionals reports from other Rank Tracker tools to learn which reports they found most valuable for the MVP. Through this, we discovered that users lacked a comprehensive tool to track their performance across various SERP features.
Market Research
Competitors like Ahrefs and SEMrush offer SERP data as metrics, not as a comprehensive tool.
Research Conclusions
Our research revealed that we can not only meet the basic user requirements but also empower them with insights to make more informed and strategic decisions.
Wireframes
In this initial phase, we outlined all the features and data points the product needed to display to users. This textual mapping helped us define the project's scope and ensure that all essential functionalities were included.
Versions
The first was informative and addressed multiple use cases but felt overwhelming.
The second was more digestible, but prioritized competitor comparisons over SERP features and included multiple widgets covering the same topic.
Final Design
The design balances the need for extensive data with a clear layout that tells a coherent story of the SERP environment from top to bottom. We decided not to include the competitor comparison as it wasn't MVP and focus on the SERP features themselves.
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Results
Based on user data, results showed moderate usage, which aligned with our expectations given the feature's target audience of SEO experts. Despite the limited number of expert users, this feature is key to attracting them and positioning our platform as a leader.
Next Steps
Ask feedback from users actively using the SERP Features Report and SEO experts who have reviewed the page but haven’t utilized it. Additionally, further analysis through FullStory sessions will help uncover usability insights and identify areas for improvement.
