SerpWatch
SaaS · SEO platform · Alexey Sukhariev · Design engineer
A metrics-heavy SEO rank-tracker for agencies, made calm and fast. I owned the UX and UI, built the design system, and shipped the front end — from first wireframe to a live product. It shipped and sold on AppSumo as a lifetime deal, from Growth to Premium plus a custom Enterprise plan.
Where it started
SerpWatch is an SEO rank-tracker for agencies — daily positions, client reporting, white-label portals. The category has one chronic flaw: these tools drown you in numbers. The brief I set was easy to say and hard to do — make a metrics-heavy product feel calm and fast, and build its entire front, design and code, as its designer-developer.
The first thing you see
A dashboard has one second to earn trust. This one leads with the four or five numbers that actually matter, keeps the deeper trends in an intelligence hub, and folds in Search Console — every surface speaking the same visual language.
One system, every state
That calm was only possible because everything came from one component set — checking, updating, updated, colour-coded from a single source. It was also the only way one person could cover this many screens without them drifting apart.
A door left open
Growth needed a way in. A free, no-login SERP checker let an SEO test a few keywords on the spot, then pulled them into the platform — the first impression that mattered most, so it got three layout explorations.
Depth for the pros
Once inside, keyword research turns a single query into difficulty, volume, CPC and global demand, then drills into ideas and SERP history. The densest screen in the product — and the real test of keeping data legible.
Reading the weather
The signature move: treat search volatility like weather. Calm, unsettled or stormy — per category and device — the noisiest data in SEO distilled into a single glance.
Set up in a few choices
None of it lands if onboarding hurts. Engines, locations, notifications and the Google Analytics, Search Console and Zapier connections were compressed into a short guided flow.
Reporting that runs itself
And the agency payoff: scheduled, white-label reports. Set cadence and format once per project, and clients receive a clean recurring report without anyone logging in.
Pricing as a tool
Even the pricing page did real work — a keyword-volume slider let buyers size a plan to their own needs, explored across a few directions.
The system underneath
Holding all of it together was a documented brand system — logo, colour and Rubik type — that kept product and marketing in step.
And beneath that, a token-driven UI kit — colour, type, spacing, icons and components — so dozens of screens stayed coherent and fast to extend as the team grew.
How it landed
SerpWatch shipped and sold on AppSumo as a lifetime deal — tiers from Growth to Premium plus a custom Enterprise plan. It settled at 4.6★ across 150 reviews, with people singling out the easy setup, daily alerts and integrations.
Honest trade-offs
It was built for tracking and reporting, not deep technical-SEO audits; update frequency and the occasional UI lag were known constraints we kept chipping away at.
← Alexey Sukhariev