Semrush query map

Interactive map for
social media campaign
To attract a new target audience for the company on social media.

Semrush develops software for online marketing and also runs a blog with the statistical evaluations of search requests. Our task was to visualize one of their studies so that users would actively share the project outside the blog.
What We Did
We turned the search request statistics of 106 countries into an interactive map in the storylanding format
Stage 0

Finding the Right Approach

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.

Maps are an effective format for location-based data presentation. Pop-up windows with text maintain the user’s attention
Stage 1

Structure and Content

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.

Stage 2


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.

Residents of North America are interested in whether they can keep foxes, hedgehogs and raccoons as pets
The legality of marrying a relative is a concern for British people and Egyptians alike, despite the fact that the two countries differ strongly in their system of government and mentality
The Odd category was used for the outliers. 600 Nigerians asked whether it was legal to burn flags, whereas 480 Ghanaian residents were interested in knowing if they could send gold to the United States.
Stage 3


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 statistics for each country appear by hovering the cursor over it
The last screen is an interactive world map. All 16 search categories are displayed on the left-hand menu – from Work and Music to Gambling and Cannibalism
We added a Click to Random button in the upper left corner. It shows a random country and the most popular search request from it. One simple mechanic can be enough to maintain user interest
Stage 4


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.


The project succeeded in its task of attracting a new target audience and boosting the company’s visibility. The investigation elicited a great deal of interest on social media, and users actively shared the link to the map with each other


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