ANODA Discuss your product

SEO software a site owner can act on

SEOSpace’s Chrome extension, web app and landing page, redesigned as one product: audits that end in tasks, keywords, Local SEO and AI Visibility.

SEOSpace dashboard: SEO health score, organic search traffic and AI Visibility score, tracked keywords, top pages, main competitors in AI answers, recommended next steps and clicks over the month
30,000+
active users up from about 100, as SEOSpace’s founder reports
400+
screens across the extension, the web app and the landing page
5
experts from the ANODA team

SEOSpace is SEO software built for Squarespace websites: a Chrome extension that checks a page inside the editor, a web app, and the site that sells both. Its users run from a photographer doing their own SEO to agencies with many clients. We audited the product SEOSpace already had, then redesigned it across the extension, the web app and the landing page, on one design system .

Everything SEO, in the order a site owner meets it

SEOSpace covers the whole job, from one page in the editor to how AI assistants describe the business. Each area came with its own data and its own vocabulary:

  1. Extension

    • A score for the open page
    • Fixes, issue by issue

  2. Site audit

    • Scanned pages
    • Tasks by priority

  3. Keywords

    • Research and ideas
    • Rank tracking

  4. Local SEO

    • Business Profile
    • Reviews, posts, maps

  5. AI Visibility

    • What AI engines say
    • AIO tasks

  6. Agency tools

    • Lead forms
    • SEO reports
Guidance depth
A beginner is told what to do next; a professional still gets the filters, numbers and exports.
Side panel full app
The extension does real work in a narrow panel and hands the rest to the web app.
AI search SEO identity
AI Visibility joined as one more part of the SEO product, with its own score beside the SEO one.

The dashboard, before and after

Found
A new account opened on a spinner, a sample preview of three cards and a ten-minute tutorial. The page explained the product instead of the site.
Decided
One reading order for every site: where it stands, what sits behind each number, what to do next, then how it trends.
For the user
An owner sees the SEO and AI Visibility scores side by side, then the next step, without reading a report first.
Dashboard design
SEOSpace dashboard before the redesign: a waiting message over a sample preview of the SEO health score, organic search traffic and top pages cards, with callouts and a tutorial link
Before: The dashboard SEOSpace had before the redesign
In the way
While the first audit ran, the page showed a waiting message and sample pages. Nothing said how long it would take or what to do meanwhile.
SEOSpace dashboard: three score cards, tracked keywords, top pages and AI competitors, recommended next steps, then clicks, impressions, CTR, position and AI visibility over the month
After: The redesigned dashboard, read top to bottom: state, reasons, next steps, trend

  1. Where the site stands

    SEO health, organic traffic and the AI Visibility score, each with its trend.

  2. What is behind each number

    Tracked keywords by position, the pages that bring traffic, and the brands AI mentions first.

  3. What to do next

    Recommended next steps, each a link into the tool that does it.

  4. How it trends

    Clicks, impressions, CTR, position and AI visibility over the chosen period.

How the work progressed

Four phases, each closing a question before the next one opened, with the audit steering the rest.

  1. UX Audit

    11 hrs

    Where the live product lost people, tool by tool, and what to change first

    Artifact Usability reviews written finding by finding, each with a recommendation

    Pages of the SEOSpace UX audit laid out side by side, each naming one finding with its screenshot, the problem, a recommendation and a summary

  2. Wireframes

    114 hrs

    The structure of every flow, including the states a demo never shows

    Artifact Grey wireframes for onboarding, the extension, dashboards, keywords and lead capture

    SEOSpace onboarding wireframes for the agency plan: the first step, adding a website, focused and with an invalid URL error

  3. UI & Design System

    941 hrs

    One visual language across the extension, the web app and the landing page

    Artifact Style explorations, then the final UI and a dedicated design system

  4. Delivery

    34 hrs

    A build SEOSpace’s developers could follow, and checked once built

    Artifact Figma handoff, Loom walkthroughs and design QA of each release

From separate tools to one navigable product

Found
Site audit, keywords, lead generation, backlinks and Local SEO had grown as separate tools, each with its own entry point and its own words for the same action.
Decided
Every flow was drawn end to end with its empty, error and loading states first, then the tools were grouped under one sidebar that opens only the section in use.

  1. AI dashboard

    From the AI Visibility tab to the overview, then the AI dashboard, with every hover state and content block named beside its node.

    Open the full map
    AI Visibility user flow: the AI Visibility tab opens the overview screen, then the AI dashboard with its content list and hover states, with a client question and design suggestions on notes

  2. Adding a topic

    Topics are what AI Visibility tracks, so adding one has its own path: the form, a loading screen, then the dashboard updated.

    Open the full map
    Topic ranking branch of the AI Visibility flow: inactive tab, add topic with its form content, a loading screen and the updated AI dashboard, then filters
SEOSpace sidebar: website switcher, Dashboard, Site Audit, Keyword Research, Backlink Analysis and Local SEO opened to its six pages, then Hire Us and SEO Academy

Tools in groups, one open at a time

The website switcher on top, the tools in the order of the work, and only the open section showing its pages.

  • Product information architecture
  • Sidebar and website switcher
  • User flows with every state
  • Entry points from the extension

Six jobs SEOSpace does for its users

In the order the product grew around them: AI search first, because it is the newest question owners ask, then the SEO work underneath it.

Seeing how AI search describes the business

Found
Owners started asking whether ChatGPT and Google’s AI answers mention them. A score alone would have been a novelty widget.
Decided
AI Visibility reads like the rest of the product: what a chosen AI model says about the brand, the sentiment and the sources behind it, then steps to improve. Its tasks sit in the same list as SEO tasks, tagged AIO.
What ChatGPT Thinks About Your Brand: a brand sentiment radar, what the AI knows about the brand, the sources it cites, and four steps to better AI mentions
SEO and AI Optimisation Tasks: critical, recommended and optional tabs, a list of task types tagged SEO or AIO with their counts, and a tutorial link

Turning an audit into work, not a report

Found
An audit that returns sixty findings in one list tells a beginner that SEO is hopeless, and tells nobody where to start.
Decided
Findings become tasks ranked critical, recommended or optional. Each task opens on the pages it affects, with a short tutorial on the fix, and the extension shows the same tasks right in the editor.
SEOSpace extension store image: SEO tasks by priority with critical issues listed, and a Generate SEO Report dialog to export the current state or the first audit
The Missing SEO description task: the affected pages of harbourlightphoto.com with their scan times, a View Scan link on each, export to CSV and a tutorial link

Local SEO without another dashboard

Found
Business Profile, reviews, posts, citations and map rankings are separate chores, and a list of metrics doesn’t say which one to do.
Decided
Local SEO starts from the owner’s goal, in plain words, and each goal opens the tool for it. While the local audit runs, the page says how long it takes and shows what the dashboard will hold.
Local SEO Tools: six goals in plain words, from prioritized Google Business Profile tasks to automatic listings on Yelp, Apple Maps and Bing
Business Profile Dashboard with a local ranking audit in progress, its expected duration and a stop button, above calls, direction requests, website clicks and reviews

Keywords and content, explained as they go

Found
Search volume, difficulty and intent are daily words for an SEO specialist and noise for everyone else.
Decided
Keyword research explains each metric where it appears, and blog post ideas come with a description, their keywords and a brief to start writing, marked plainly as suggestions to check.
Blog Post Ideas: a table of titles, descriptions and suggested keywords with a create-brief button on each, and a notice to check the ideas before writing

Onboarding that ends on a working audit

Found
A new account had to add a site, connect Search Console and choose what to track before the product could say anything useful.
Decided
Setup runs in four numbered steps, and AI Visibility asks for its competitors and topics inside the same stepper, with a way to continue without it.
Set Up AI Visibility Monitoring, step three of four: pick up to three competitors and enter topics, then continue with or without AI insights

One product for beginners and agencies

Found
A beginner wants one next step and a sense of progress; an agency wants tools to win clients and serve them. Two products would have split the team.
Decided
Beginners get SEO opportunities in priority order, written as plain sentences, and levels that grow with each task done. Agencies get a form builder to put a free SEO audit on their own site and collect leads.
SEO Opportunities: the beginner level with four tasks left to the next one, the SEO mastery levels, and eight opportunities in priority order, each with a mark-as-done action
Lead Generation form builder: components to add on the left, and a Free SEO Audit form with name, website and email fields and a submit button

One design system behind 400+ screens

Found
As Local SEO and AI Visibility joined the product, the same score, chart or status was at risk of being drawn a new way in each part.
Decided
A dedicated design system for SEOSpace: one scale for scores, one chart block, statuses and tooltips, each drawn for missing and poor data as well as good.

Two scores, one scale

The SEO health score and the AI Visibility score share the same levels, but each keeps its own colours and units, so the AI score is never mistaken for the SEO one.

  • SEO health score rings at 87, 62 and 25 out of 100, in green, orange and red, each with its trend
    SEO health score: Out of 100: good, medium and poor.
  • AI Visibility score rings at 87, 62 and 25 percent, in gradient versions of the same levels, each with its trend
    AI Visibility score: A percentage, with its own gradient at the same levels.

One chart, whatever the data

The chart block is drawn for a site that hasn’t connected Search Console yet, as well as for rising and falling numbers.

  • Clicks chart with no data: a line asking to connect Google Search Console and a Connect Now button
    Not connected
  • Clicks chart in green, rising over the month
    Growing
  • Clicks chart in red, falling towards the end of the month
    Falling

The site that sells it, and the email that brings people back

Found
A finished audit was easy to forget, and the landing page had to sell SEO to people who avoid the word.
Decided
Landing pages for owners and for agencies, built from the product’s own components, and emails that report each audit with its score, the open tasks and what changed.
SEOSpace landing page for business owners: Get Found on Google and LLMs without the SEO jargon, a free trial and free audit, ratings, and the extension panel over the dashboard
SEOSpace audit email: an 87 out of 100 site score, critical tasks, non-indexed pages and pages without keywords, each with its change, and a start optimizing button

  • Agency landing page

    The same system, with agency plans and tools up front.

  • Pricing pages

    Plans for owners and agencies, billed monthly or yearly.

  • Monitoring emails

    First audit, re-audit and automatic monitoring reports.

  • Store images

    The extension’s screenshots for its store listing.

Where SEOSpace ended up

One product across three surfaces: an extension that works inside Squarespace, a web app where audits end in tasks, Local SEO and AI Visibility, and landing pages for owners and agencies, all on one design system.

The figures below are SEOSpace’s own, from its founder’s review: they belong to the whole product and its team, not to design alone.

100 → 30,000+ active users while working with ANODA Reported by Henry Purchase, SEOSpace’s founder, in his review

churn in 24 months, as the founder reports
15% → 7.3%
screens designed
400+
surfaces: web app, extension, landing page
3
experts on the team
5

In the client's words

We’ve grown from around 100 to 30,000+ active users while working with ANODA. We’ve managed to reduce our churn from around 15% to 7.3%.

Henry Purchase Founder, SEOSpace

5.0

Afraid your users won’t understand your product?

Crawl errors, search intent, Business Profiles, AI answers: we learned SEOSpace’s domain from the product, its competitors and its users, then made it readable for people who never wanted to learn SEO. Bring us yours.

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What we brought to SEOSpace

The product

The work