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How to Create Value for Your Customers Through SEO Research

How to Create Value for Your Customers Through SEO Research

SEORecently, we were contacted by a wonderful customer, Karan Sharma. Karan, an inbound marketing manager at linkbird, was very excited to share a recent customer feedback survey he ran for his company via SurveyMonkey.

linkbird is an award-winning SEO, content, and online PR management tool. In layman’s terms, they make link building for individuals and teams easy. Karan found some very interesting results, and we couldn’t be more thrilled to have him here to share his findings and help inspire you to get to know your customers even better.

Take it away, Karan!

As developers of the SEO management tool, linkbird, we often receive questions from our clients about the current trends, strategies, challenges, and practices of the online marketing services industry. To answer these questions, we set out to gather key insights and share them with our market. Using SurveyMonkey, we conducted a survey with online marketing agencies and their (potential) clients.

The survey was designed to collect data about the expectations and opinions of SEO agencies and the companies that hire them, as well as those who do not want to hire these agencies. In order to do this, we made use of SurveyMonkey’s Skip Logic. By using conditional questions, we made sure only relevant questions were presented to the respondents based on their previous responses, and this allowed us to draw actionable insights.

What did we do with the findings?

Research-based content is one of the most popular forms of content among our audience. Thanks to this research, we gathered enough information and data to create a number of quality resources.

  • First, we designed an infographic that sums up the results in a nutshell.
  • Secondly, we created an in-depth report containing detailed explanations about the results and how to interpret them.
  • Thirdly, we developed micro-content to be used on our social media accounts. This is great for engagement.
  • It doesn’t stop there of course. We are currently in the process of creating a SlideShare presentation meant for quick consumption, a whitepaper to discuss the key takeaways, and several blog posts based on the data gathered in this research.

Resources based on research data[1]
How did we benefit from doing this research?

From our experience, we’ve seen that content backed by data is great for generating traffic, creating leads and increasing authority. Our research through SurveyMonkey proved this to be true. We published our results on one of the top online magazines in our industry, which resulted in a sharp (overall 40% on monthly basis) traffic increase. Two more publications—one in German and one in Dutch—followed shortly after and further boosted traffic to our sites.

Traffic on the day of the launch[1]

Since results of this research are valuable to our customer base of online marketing agencies and online companies, we were able to create a large number (30%) of quality leads. This is not the first time we conducted such research with SurveyMonkey, and based on our previous experience, we expect a 10-15% rise in sales as a result of this study.

Leads generated in two weeks after the launch[1]

In addition to these measurable results, there is a great deal of authority generated through this research. linkbird only recently entered the international market, after becoming market leader in Germany. This campaign was the perfect first step to successfully enter the international market and put us on the map as an authoritative player in the field of SEO and the content marketing management tools industry.

Last but not least, the research provided our team with a pool of information and data to draw from and enables us to keep creating engaging and value adding content.

Why did we choose SurveyMonkey?

The ability to customize the survey questions and the way they appear is very important for this type of research. We had four types of respondents in this research: agencies, companies that have hired agencies in the past, companies that have never but plan to hire an agency in the future and companies that neither have nor will in the future hire an agency. The questions that we wanted to ask each of these four respondent types differed in wording and question type.

For example, we asked the group of respondents who have in the past hired an agency to rate how good the agency’s service was. Obviously, the same question could not have been directed at any other of the respondents. The same goes for asking the group of respondents who neither have nor will hire an agency for their top reasons for not hiring an agency. SurveyMonkey’s Question and Answer Logic and Page Logic features made this easy for us to achieve.

In short, we have enjoyed working with SurveyMonkey in conducting this valuable research. We’ll continue to launch more research projects and share the valuable feedback we receive with our audiences.

linkbirdKaran is Inbound Marketing Manager at the Berlin-based SaaS-provider linkbird. He focuses on topics related to virality, SEO, content strategy (creation, repurposing, curation) and inbound marketing. Have questions for Karan? Let ’em fly in the Comments below!

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