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How to Write an SEO Questionnaire: Complete Guide?

Vismaya Babu

27 March 2024

5 min read

Getting to grips with SEO means really understanding what each client wants and what issues they’re facing. When SEO companies get questions from new clients, the first thing they do is ask them to fill out special SEO questionnaires.

These questionnaires are important because they help create SEO plans that really fit what the client is looking for. They ask about the client’s business, who their customers are, and what they’ve already done about SEO. This helps make good plans and decisions.

This guide will walk you through how to make a good SEO questionnaire. We’ll cover everything from figuring out what you need to know, to asking the right questions, to making sure the questionnaire gets to the right people. It’s all about giving SEO workers what they need to do a great job

Identify the Best Way to Write and Use an SEO Client Questionnaire

When SEO companies receive a new client inquiry, it’s critical to understand their unique business model and needs. That is when they rely on SEO questionnaires to collect valuable data related to their target audience, business goals, and SEO expectations.

Quite naturally, every business compares price plans of popular SEO services before hiring one. But, no matter the plan they pick, they expect the finest services, and that is when SEO agencies use questionnaires to gather valuable insights for crafting tailored SEO strategies.

 Let’s find out how to write the most helpful SEO client questionnaire.  

1. Define Objectives and Goals

An SEO client questionnaire is a valuable tool for collecting information. Its use saves time and helps avoid confusion when establishing relationships with new clients.

The information collated speaks a lot about a client’s overall SEO strategy and e-marketing campaign. However, the questionnaire should help clarify the expectations for the SEO project and establish the key performance indicators (KPIs) that will be used to measure its success.

Key objectives for the questionnaire may include:

  • Collecting details about a business and its products and services
  • Carefully spotting its target market
  • Identifying any current SEO challenges

2. Understanding Target Audience

In order to write the finest SEO questionnaire, it’s paramount to identify your target audience’s psychographic and demographic characteristics.

The best way to do it is through surveys conducted with existing clients. This involves asking open-ended questions and relying on tools like Google Analytics to discover more about user interests and behavior.

The information gathered in this step helps create a buyer persona, which allows you to identify the best content for relevant keywords. At the end of the day, skipping or underestimating this step will have an indirect impact on your salary pay stub.

3. Craft Relevant and Insightful Questions

A carefully crafted SEO survey elicits only useful information, significantly influencing customer retention. Questions can be either open-ended for detailed responses or closed to collect information as data.

Designing Open-ended and Closed-ended Questions

Open-ended questions encourage detailed responses, often providing deeper insight into the business and the SEO requirement.

Examples of open-ended questions include:

  • Can you tell us about your business and its goals?
  • What are your current SEO challenges?
  • Can you describe your target audience and their typical online behavior?

Similarly, closed-ended questions elicit quick Yes/No type responses or single-word or short phrase answers. However, these responses are quantifiable and, as such, are open to further analysis.

Closed-ended questions might include the following:

  • Do you have an SEO strategy in place? Yes/No
  • Which platforms are you currently using for tracking?
  • Have you undertaken any link building activity? Yes/No
  • Are there specific keywords or phrases you want to target?

Ensure Clarity and Relevance to Meet the Survey Objectives

Every question in the survey should be concise, unambiguous, and relevant to the questionnaire’s objectives. It should also be clear, with limited technical vocabulary and jargon, to ensure it is accessible to those unfamiliar with SEO.

For instance:

  • What is your timeline for reaching your SEO goals?
  • How do you measure the success of your website’s SEO performance?

4. Structure the Questionnaire

The most effective questionnaires are logically structured, beginning with an introduction explaining the questionnaire’s purpose.

Presenting questions in a logical order guides the client through the topics of the survey. The structure also helps scaffold recall and critical thinking to help them focus on details. Logical ordering, therefore, elicits quality answers.

Organize Questions Logically

How a questionnaire is ordered and the client’s experience with it is critical to the process of gaining worthwhile responses.

To this end, almost all questionnaires begin with easy, non-threatening questions to allow time for the respondent to ‘settle in’. They are made more coherent by grouping related topics.

For SEO, you should consider the length of a questionnaire. In most cases, a brief introduction should be followed by a formal request for access to the business’s essential platforms: Google Analytics, Search Console, and Google Ads, as well as documents such as SEO reports and keyword research.

SEO questions to ask should determine the

  • Current SEO strategy
  • Target market
  • SEO campaign goals that establish the KPIs
  • Website’s current SEO state and its performance
  • Timescale for redesigns and migrations
  • Current link building strategy

5. Incorporate SEO-Focused Questions

Asking the right SEO questions is key to understanding a client’s business and their past marketing efforts. This helps to get a clear picture of how they see their website’s visibility, what influences its ranking, and how they’re doing online.

It’s also important to ask about the types of keywords they want to focus on and how their target audience searches for them online.

These questions make clients think more about who they’re trying to reach and the ways those people find things on the internet.

When creating questions, aim to find out:

  • Where the business aims to sell: locally, in a wider region, or internationally.
  • The specific keywords and phrases the client wants to rank for initially.
  • How the audience currently finds the website and how the client wants to be found in the future.

6. Pretesting and Validation

Before sending the questionnaire to any new SEO client, it must undergo a pretesting and validation process.

Conduct a Pilot Test

A pilot test may involve presenting the questionnaire in front of a small target audience or existing clients before rolling it out to new SEO clients. The step helps identify any potential issues, such as vague questions, technical problems, and so on.

Validate the Questionnaire’s Effectiveness

Validating the questionnaire ensures the responses will provide accurate and meaningful insights into the client’s business, goals, and challenges. This, in turn, enables agencies to create key performance indicators, evaluate progress, and achieve success in the SEO campaign. So whether you’re a link building service provider or offer on-site SEO services make sure to always validate your questionnaire.

7. Implement the Questionnaire

Handle everything and then launch the questionnaire. There are direct and indirect methods for facilitating engagement. The most popular method is via mail and link surveys. Targeted personalized emails that include a link to the survey are usually the most popular of all ways of distribution, with website surveys coming next.

All distribution methods have advantages and disadvantages. Choosing the most appropriate relies on understanding the intended audience and their search habits. For instance:

  • Email Surveys –can be targeted and personalized, two key features that foster engagement. Consider working with a SaaS marketing agency to leverage advanced analytics and automation tools for more effective email survey campaigns.
  • Website surveys – encourage immediate responses at the moment of interaction, increasing their relevance and the response rate.
  • Messaging platforms – leverage frequently used channels to encourage engagement.

Launch the Questionnaire

Once everything is in place, it’s time to launch the questionnaire.

The launching process involves several key actions, such as:

  • Firstly, personalize the invitation to participate and include an explanation of how participants’ information will add value.
  • Furthermore, include incentives such as a discount or free SEO analysis to encourage participation
  • Then, initiate a follow-up strategy for those who didn’t respond within a set timeframe.
  • Subsequently, analyza the responses
  • Finally, communicate the findings, discuss the insights, and decide the next steps.

Ultimately, being prepared to analyze the SEO questionnaire’s responses thoroughly is a necessity and key to developing a long-lasting SEO strategy.A well-designed questionnaire provides valuable insights and data essential for informed data-led decision-making.


A good SEO client questionnaire is always a healthy jumping-off point for SEO agencies. Used well, questionnaires spotlight the effectiveness of the current SEO and reveal perceptions of the website’s authority. Consequently, SEO specialists can use them to develop strategies that not only meet a website’s SEO requirements but also contribute to achieving the client’s overall marketing goals.


Vismaya Babu

Using SEO skills to write content that helps businesses understand customers and grow online strategically.


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