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Semrush Enterprise Collaboration Suite

Transforming a data tool into a comprehensive collaboration platform for SEO teams and world-class experts.

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6+
Integrated Tools
2+ Years
Development
700+
Monthly Active Users
New
Revenue Stream

The Challenge

The goal was to integrate multiple best-in-class tools into a cohesive platform that eliminated context switching and improved team productivity. No more lost emails, fragmented communication, or disjointed project management. We also set out to create a new revenue stream by connecting customers with vetted SEO experts through a marketplace model meaning clients didn't need to waste time finding, vetting, and contracting external specialists.

The Solution

Led product development of an integrated collaboration suite combining multiple best-in-class tool paradigms into a unified experience. This involved navigating complex build-vs-buy decisions across 6+ tool categories, ultimately creating a cohesive platform that eliminated context switching for internal and external users. Improving team productivity and collaboration while also expanding Semrush's professional services reach and creating more engagement with the platform.

Project Details

Role

Senior Product Manager

Company

Semrush

Timeline

2+ Years (Ongoing)

Focus Areas
Product StrategyBuild vs BuyPlatform DesignMarketplace

Integrated Tool Suite

Slack-Style Chat

Real-time messaging for teams, with channels, threads, and file sharing capabilities.

Kanban Task Management

Visual project boards with drag-and-drop functionality for SEO project work.

Meeting Booking

Calendly-style scheduling with customer success managers.

Smart Documentation

Notion-style collaborative docs with templates and rich formatting.

Support Ticketing

Zendesk-style support system with priority queues and SLA tracking.

Expert Marketplace

Curated network of SEO experts with automated matching and project management.

Key Product Decisions

Build vs Buy Framework

Developed a systematic approach to evaluate when to build in-house versus integrate existing solutions. Key factors included user experience continuity, data integration requirements, and long-term platform strategy.

This framework became a template for future product decisions and helped maintain architectural consistency across the suite.

Expert Marketplace Innovation

Created a new revenue stream by connecting customers with vetted SEO specialists. This eliminated the traditional pain points of finding, vetting, and contracting external experts.

The marketplace model expanded Semrush's professional services reach while maintaining quality control through our expert vetting process.

Platform Transformation

Shifted Semrush from a pure data analytics tool to a comprehensive collaboration platform. This strategic pivot positioned the company to capture more of the SEO workflow value chain and increase customer stickiness.

Impact & Results

We've been able to deliver the suite in phases, starting with the core collaboration features and gradually adding more complex tools like the expert marketplace. This phased approach allowed us to validate assumptions, gather user feedback, and iterate quickly. The suite is now an integral part of our growing client base's experience when working with Semrush, and it has significantly improved our customer satisfaction scores.