SEO Tip: Use Survey Results to Create Content and Generate Backlinks

Written by: Jason Bayless | May 22, 2013

Do you use surveys to find out what your customers are looking for, how they’re using your products and services, and how you can better meet their needs? Surveys can be a great tool to find out all that info and more. You can also collect great customer quotes from survey responses that you can use as testimonials (with the customer’s permission, of course). And while you’re at it, you can mine your survey response data for SEO gold.

What do surveys have to do with SEO, you may wonder? Plenty. Here are eight creative ways to turn survey results into powerful, SEO-friendly web content and multimedia:

  1. Create a press release around the more surprising or newsworthy aspects of the information you gather.
  2. Write an article for an online magazine or trade journal about your survey and its findings.
  3. Write how-to articles or make instructional videos based on customer requests in the survey responses.
  4. Create a slide show of the results that you can then post on Slideshare.
  5. Link your survey results to some other news event that can get you additional clicks to your website. We’ve discussed the value of newsjacking before on our blog, and it works.
  6. Put the most attention-grabbing results into an infographic that you can post on social media (and that will hopefully be shared by users many times over). Be sure to put your web address in the infographic so you can garner as many clicks as possible from users who are curious about the source of the information.
  7. Spin your survey results into a white paper or downloadable PDF so it will be easier to share. The idea is to make the information – and the source of it (your website) – as shareable as possible.
  8. Mine your survey responses for every fact you can find, every different angle you can use. For example, if you serve different sectors, tailor the content for each.

There are many other ways to get extra mileage out of a consumer survey, so use your imagination. But whatever you do, a combination approach is usually a good choice: Using different types of media (as in the examples above) helps you reach more people and connect to them in different ways.

Crafting effective survey questions

It’s important to create survey questions that get more than a “yes” or “no” response and deliver the kind of data that can be used for SEO:

  • Make it quick and easy. Ask matrix questions that measure how strongly the respondent agrees or disagrees with a statement, and use radio buttons for their responses.
  • Ask the customer’s advice and opinions. The answers to “what advice would you offer” type of questions give you great material for blog posts or infographics.
  • Ask for permission to contact the respondent in case you’d like more information or permission to quote them in a testimonial.
  • While you’re at it, you might want to make your survey an annual event – and then you can compare changes in the results from year to year.

Surveys are more than a way to get customer feedback on your products or services. Used wisely, survey responses can help you create a wide range of rich content that gets people to click and search engines to pay attention.