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Eli Schwartz - Director of Growth & SEO at SurveyMonkey

Eli Schwartz.jpeg

Eli is a marketing professional with 12 years of digital marketing and growth experience. Before SurveyMonkey, Eli lead user acquisition at High Gear Media and drove the growth of monthly users from 500k to 6 million during a three-year period. Eli is passionate about customer journey, digital transformation, and growth marketing.


Show Notes

Part 1

Eli’s Background and Experience (02:13)

When I joined Survey Monkey there was only a brand search. They never had an SEO specialist in the past, so I got to build up the architecture, work with engineering and content teams.

The Right Content Strategy (03:52)

I often get the question - ‘Why do you even need SEO’? Wouldn’t people just google for Survey Monkey? However, SEO comes in handy when people don’t know the brand or the solution it offers.

Using Surveys As Marketing Tools (08:28)

An interesting way to use surveys is to create viral content that creates brand awareness and generates a lot of backlinks. You ask people your basic questions and on top of it, you ask them questions related to their gender, demographics, location, how much money they make, if they are married, etc.

As a marketer, I collect data which I later use in content.

Many companies also don’t really understand their customers. That's another reason why surveys are important. They help you validate your assumptions or they will help you discover things you didn’t know.

The Frequency (12:33)

You should do a survey at least once a year. There are companies that do it more often like United Airlines. However, you shouldn’t do surveys very often because people might stop responding to them. You don’t want to annoy people too much. You also don’t want to make it too infrequent.

Best Practices For Using Surveys (15:38)

The first few times, most people don’t send surveys correctly. When they analyze their data, they realize how bad some of the questions were.

It's important to evaluate every question.

Test the survey, test the analysis of it and make sure you're getting out of it what you expect to get out of it.

The Amount of Data You Need To Collect (17:40)

It depends on your goal. But I think the sample size for the US is about 350 people. We have a sample size calculator on our website where you can put your population size and it gives you a number of survey responses that you need.

Part 2

Creating Content To Help Brands Build SEO Strategies (02:50)

When I think about an enterprise SEO strategy, I think about a broader approach to how a company can sort of rearchitect their marketing direction.

I have seen so many examples where pages were not indexed. For example, Google wasn’t even crawling the page or there was no title on the page. There were PDFs being indexed.

Important Content Formats (07:20)

Surveys can give you answers to questions which you can turn into blog posts. These blog posts can answer important questions related to your brand or service.

Transactional content helps people find exactly what they were looking for. This type of content shouldn’t be too long and you also don’t want it to be too distracting.

Another part of SEO is a retention strategy. That's when people have already used your product and you’re trying to find a way to keep them on their site and continue to remind them about your brand.

Other SEO Strategies (12:20)

The first step is a really basic one. Make sure that your content is readable by search engines. Google doesn’t rank Javascript that well.

Last Words (13:40)

It will be very interesting to see how organic traffic will perform in the next few years because there is a lot of things happening. It will be interesting to see the impact of voice search.

People won't be able to deploy a survey by using voice. They will need to discover us by phone or computer.

That means that many companies will need to adapt their strategies.

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