Semrush Enterprise Collaboration Suite
Transforming a data tool into a comprehensive collaboration platform for SEO teams and world-class experts.
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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
Senior Product Manager
Semrush
2+ Years (Ongoing)
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.