Semrush query map
social media campaign
Before we start building a prototype, we discuss several project examples with the client. Thus we choose mechanics and methods which will provide the best results for the task at hand. We decided to visualize this study by analogy with Bloomberg’s article on right-wing populist parties in Europe.
Semrush analyzed the annual statistics of search requests in 106 countries and chose the most popular requests that began with the words, “Is it legal to…”. We studied the results and suggested grouping the requests into 16 categories. This kind of structure makes it easier to sort and map the results, and thereby to associate the data with the various geographic areas.
Categories divide the narrative into clear blocks, where a single screen shows the requests on one topic. This prevents the reader from getting confused and keeps the narrative coherent.
Mundane categories alternate with shocking and unexpected queries. This maintains the narrative rhythm and foments the user’s desire to keep reading, which ultimately drives them to share the map with friends and point out the weirdest and funniest results.
A total of 8 categories are featured in the storylanding. The remaining 8 categories of data are left for each user to study individually. This approach doesn’t overwhelm them with information and enables them to freely interact with the project’s content. Furthermore, it prevents the user from getting bored.
The client wanted the finished product to reflect their corporate style, so our choice of colors and fonts was based on the Semrush brand book materials.