SEO shouldn't be difficult

As learned in early discovery meetings and in getting to know the Demandwell team, their core philosophy was clear: SEO shouldn’t be difficult.
However, building an app to manage SEO was.

Our early stage design focus was to build an MVP that made content building and publishing more intelligent, organized, and easy to use. I wanted to design a product that an entire content team could work through together.

The result was a "keyword controller" - a simple process that allows users to assign keywords to individual sections of content.  In Demandwell, not only can teams create outlines for writers, they can also get real-time recommendations on the most effective keywords to include in their SEO content. I designed a three-step process for users to easily build their content, which included keyword assigning and automated recommendations.

Once the initial plan was crated, there needed to be a way to easily check finished content and verify that it was ready to publish and met their desired criteria. I designed a custom scorecard that could be used to analyze exactly how many keywords were present in a single piece of content and if the piece met word count requirements. This way, reviewers could determine at a glance  if the content was ready to publish.

Once the foundation of content creation and management was established, I focused on features that showed users exactly how their SEO was performing. We used Google Analytics and Google Search Console to give users a clear picture of their SEO performance, with the options to dive deeper into keyword insights.

I created a feature that would allow users to easily monitor their "site health" post-content production. This feature monitors site changes and alerts users when a change is needed. We assigned unique colorful icons for different statuses to make the page easy to scan and understand relevant issues that need to be solved.