Survey: SEO Assumptions
Conducted by:
Eli Schwartz
Online Marketing Manager
SurveyMonkey
Background
• We created a survey to test 16 common SEO assumptions
• The survey was conducted via the SurveyMonkey Audienc...
Who answered the surveys? Survey 1
Who answered the surveys? Survey 2
Summary of conclusions
• Search users are biased towards Google, but they consider Bing’s
results to be of equal quality t...
Summary of conclusions cont’d
• The publish date of content does not seem to affect user trust
• Poor grammar and spelling...
Question 1: Do users prefer Google or Bing
• Users in survey 1 were shown a Google search result page and a
Bing Search Re...
Question 1: Do users prefer Google or Bing
Google results
labeled as Bing
Bing results labeled
as Google
Bing results
Goog...
Q2: How much does brand matter for trust?
• Users in survey 1 were asked about their level of trust for an article
publish...
Q2: How much does brand matter for trust?
Conclusion:
Users have a
greater degree of
trust for content on
a recognized bra...
Q3: Impact of Facebook Likes
• In survey 1 users were told that there were a large number of Likes
on an article, and aske...
Q3: Impact of Facebook Likes
Conclusion:
Facebook likes do
impact the
likelihood of
reading content
Q4: Impact of Tweets
• In survey 1 users were told that there were a large number of Tweets
on an article, and asked if th...
Q4: Impact of Tweets
Conclusion:
Tweets do impact
the likelihood of
reading content
Q5: Impact of G Plus
• In survey 1 users were told that there were a large number of Google
pluses on a photo, and asked i...
Q5: Impact of G Plus
Conclusion:
Pluses do impact
the likelihood of
sharing content
Q6: External links conveying trust
• In survey 1 users were told that a site they read links out to well
known sites.
• In...
Q6: External links conveying trust
Conclusion:
Outbound links do
impact the trust of
a site by users
Q7: US user trust of ccTLD
• In survey 1 users were told that they read an article on unknown
.COM site
• In survey 2 user...
Q7: US user trust of ccTLD
Conclusion:
ccTLD does not
significantly impact
trust
Q8: Trust of guest posts
• In survey 1 users were informed that a writer was a staff writer and
asked to rate their trust ...
Q8: Trust of guest posts
Conclusion:
Users trust a guest
poster less than a
staff writer
Q9: Exact match domain as a level of trust
• In survey 1 users were told that the site they are looking at is an
exact mat...
Q9: Exact match domain as a level of trust
Conclusion:
Domain name
match to query
does motivate trust
Q10: Freshness
• In survey 1 users were told that the article was 10 days old
• In survey 2 users were told that the artic...
Q10: Freshness
Conclusion:
Publish date on
evergreen content
had no significant
difference
Q11: Spelling and Grammar
• In survey 1 users were shown an article about oil changes as it was
published on Discovery.com...
Q11: A
Q11: B
Q11: Spelling and Grammar
Conclusion:
Spelling and
grammar
impact trust
Q12: Users block sites in search
• This question was the same in both surveys
Q12: Users block sites in search
Q13: When users bounce
• This question was the same in both surveys
Q13: When users bounce
Q14: First website users go to
This question was the same in both surveys
Q14: First website users go to
Q15: Where users search for information
• This question was the same in both surveys
Q15: Where users search for information
Q16: Linking and context
• In survey 1 users were shown an article that used exact anchor text
to link to another site
• I...
16A: Linking and context (exact match)
16A: Linking and context (domain name)
Q16: Linking and context
Link contained anchor
text
Link did not contain
anchor text
Thank you!
Questions? Email: elis@surveymonkey.com or get in touch on
LinkedIn: http://www.linkedin.com/in/schwartze
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SEO Research Survey: Common SEO Assumptions and Real User Feedback

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SurveyMonkey Audience launched a research project to discover what regular users think about SEO(search engine optimization) basics.

The survey asked common questions like Google vs Bing but also asked deeper questions meant to understand the value of guest posts from a user standpoint. Some of the topics addressed by the SEO research are: social media (specifically Facebook, Twitter and Google Plus, ccTLD, links with or without anchor text, and the reasons user might bounce from a page.

All the raw survey data is freely available and linked in presentation, so feel free to come up with your own insights!

More info here: http://bit.ly/12kS2DfSlide

Veröffentlicht in: Technologie, News & Politik
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  • It is an interesting idea, but the actual methodology of the surveys is too flawed for it to be meaningful. Because all of the 'trust less' assumptions are placed on survey 2, and the most obvious 'trust less' questions are up front (the early questions) you naturally get the snowball effect, or 'priming'.

    Many studies have proven that getting a user to say yes to some questions early on dramatically increases the number and chances of 'Yes' answers later on. Marketers use this technique a lot. Likewise, getting a user to question trust early on, will increase their distrust in later questions - you've put them into 'suspicious mode' so to speak.

    Normally, a survey pair would need to be much more balanced, with an equal number of positive and negative preconceptions in each, rather than always putting the presumably less trusted answers in the second survey.

    I'd love to see the results of a better study, with at least 4 survey variants to properly remove all kinds of 'patterns' and priming from the surveys.

    So, yes, interesting, but utterly unscientific. Please let us know if you run one that isn't just for fun.
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  • Good concept for a survey, I'm sure many people disagree but then there is still a bunch of people that think the moon is made of cheese and the world is flat... It would be hard to find the perfect audience segment as typically users understanding would vary depending on how long they have been using the web and if they have any insight on SEO/Marketing. I do like the highlights made around the quality of content and it's potential impact on your success!
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
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SEO Research Survey: Common SEO Assumptions and Real User Feedback

  1. Survey: SEO Assumptions Conducted by: Eli Schwartz Online Marketing Manager SurveyMonkey
  2. Background • We created a survey to test 16 common SEO assumptions • The survey was conducted via the SurveyMonkey Audience tool • Respondents were randomly assigned into 1 of 2 surveys with 16 questions • Survey sent to 3,000 people • Survey was open for 5 days • 615 people participated • The following slides show a comparison of means between the 2 surveys when the data was shown to be statistically significant • 2 surveys: https://www.surveymonkey.com/s/seo-assumption-1 & https://www.surveymonkey.com/s/seo-assumption-2 • Actual survey response data: http://bit.ly/12kS2DfSlide
  3. Who answered the surveys? Survey 1
  4. Who answered the surveys? Survey 2
  5. Summary of conclusions • Search users are biased towards Google, but they consider Bing’s results to be of equal quality to Google when branding is swapped • A branded site impacts a user’s level of trust on content • An increase in Facebook likes influence a users likelihood of sharing content • An increase in Tweets influences a users likelihood of sharing content • An increase in Google Pluses influences a users likelihood of sharing content • Linking to high quality sites makes a site/content more trustworthy • US users do not seem biased towards .COM vs .CA • Users trust a guest post less when told that it is a guest post • An exact match domain makes a user more likely to do an action like fill out a lead
  6. Summary of conclusions cont’d • The publish date of content does not seem to affect user trust • Poor grammar and spelling impacts user trust of content • The greatest reasons users would block a site from appearing in search is because of “too many ads” and “poor content” • If a user does not find what they expect on a webpage after clicking from search they will most likely go back to Google and click another result • 33% of users start web surfing on Google • 76% of users rely on Google to search for information • Users appear to be able to guess the context of a link whether there is optimized anchor text or not
  7. Question 1: Do users prefer Google or Bing • Users in survey 1 were shown a Google search result page and a Bing Search Result page for the query “File taxes”. The headers on the SERP page showed whether it was a Bing or Google result • Users in survey 2 were shown a Google search result page and a Bing Search Result page for the query “File taxes”. The headers on the SERP page were swapped, and users choosing Bing’s results actually thought they were picking Google.
  8. Question 1: Do users prefer Google or Bing Google results labeled as Bing Bing results labeled as Google Bing results Google results Conclusion: Users are biased towards Google as a result of the brand
  9. Q2: How much does brand matter for trust? • Users in survey 1 were asked about their level of trust for an article published on CNN.com • Users in survey 2 were asked about their level of trust for an article published on Internetnews.com
  10. Q2: How much does brand matter for trust? Conclusion: Users have a greater degree of trust for content on a recognized brand
  11. Q3: Impact of Facebook Likes • In survey 1 users were told that there were a large number of Likes on an article, and asked if they were likely to read the content. • In survey 2 users were told that there were a small number of Likes on an article, and asked if they were likely to read the content.
  12. Q3: Impact of Facebook Likes Conclusion: Facebook likes do impact the likelihood of reading content
  13. Q4: Impact of Tweets • In survey 1 users were told that there were a large number of Tweets on an article, and asked if they were likely to read the content. • In survey 2 users were told that there were a small number of Tweets on an article, and asked if they were likely to read the content.
  14. Q4: Impact of Tweets Conclusion: Tweets do impact the likelihood of reading content
  15. Q5: Impact of G Plus • In survey 1 users were told that there were a large number of Google pluses on a photo, and asked if they were likely to share the photo. • In survey 1 users were told that there were a small number of Google pluses on a photo, and asked if they were likely to share the photo.
  16. Q5: Impact of G Plus Conclusion: Pluses do impact the likelihood of sharing content
  17. Q6: External links conveying trust • In survey 1 users were told that a site they read links out to well known sites. • In survey 2 users were told that a site they read links out to unknown sites.
  18. Q6: External links conveying trust Conclusion: Outbound links do impact the trust of a site by users
  19. Q7: US user trust of ccTLD • In survey 1 users were told that they read an article on unknown .COM site • In survey 2 users were told that they read an article on unknown .CA site
  20. Q7: US user trust of ccTLD Conclusion: ccTLD does not significantly impact trust
  21. Q8: Trust of guest posts • In survey 1 users were informed that a writer was a staff writer and asked to rate their trust of the article • In survey 2 users were told that a writer was a volunteer writerand asked to rate their trust of the article
  22. Q8: Trust of guest posts Conclusion: Users trust a guest poster less than a staff writer
  23. Q9: Exact match domain as a level of trust • In survey 1 users were told that the site they are looking at is an exact match for the business they sought. • In survey 2 users were told that the site they are looking at is a random domain name for the service they sought
  24. Q9: Exact match domain as a level of trust Conclusion: Domain name match to query does motivate trust
  25. Q10: Freshness • In survey 1 users were told that the article was 10 days old • In survey 2 users were told that the article was 2 years old
  26. Q10: Freshness Conclusion: Publish date on evergreen content had no significant difference
  27. Q11: Spelling and Grammar • In survey 1 users were shown an article about oil changes as it was published on Discovery.com. Users were asked to assess their trust of the article. • In survey 2 users were shown the same article about oil changes but typos were inserted and obvious grammar issues were inserted.. Users were asked to assess their trust of the article.
  28. Q11: A
  29. Q11: B
  30. Q11: Spelling and Grammar Conclusion: Spelling and grammar impact trust
  31. Q12: Users block sites in search • This question was the same in both surveys
  32. Q12: Users block sites in search
  33. Q13: When users bounce • This question was the same in both surveys
  34. Q13: When users bounce
  35. Q14: First website users go to This question was the same in both surveys
  36. Q14: First website users go to
  37. Q15: Where users search for information • This question was the same in both surveys
  38. Q15: Where users search for information
  39. Q16: Linking and context • In survey 1 users were shown an article that used exact anchor text to link to another site • In survey 2 users were shown an article that used a domain name as the anchor text to link to another site
  40. 16A: Linking and context (exact match)
  41. 16A: Linking and context (domain name)
  42. Q16: Linking and context Link contained anchor text Link did not contain anchor text
  43. Thank you! Questions? Email: elis@surveymonkey.com or get in touch on LinkedIn: http://www.linkedin.com/in/schwartze

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