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Making The Most of Google Consumer Surveys5 min read

5 min read

[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][text_output]Google Consumer Surveys first were first highlighted to us at the Croud at Google event at the end of 2014 and it was clear to us how much potential they have within SEO and other search channels. The reason for this is due to the huge benefits that scientific data and methods can bring to search.[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]Here comes the science bit [/custom_headline][text_output]For those of you who don’t know scientific method is a method of procedure that has characterised natural science since the 17th century, consisting in systematic observation, measurement, and experiment, and the formulation, testing, and modification of hypotheses”.

This has made the greatest impact on the development of society since it was widely accepted in the 17th century. Since then, science has very stubbornly continued to pop its head up above the parapet and bit by bit increased our knowledge of the universe that we are part of.

It may seem ridiculous today, but there was a time when people believed that the earth was at the centre of the universe and there are still some that believe that the earth is flat. Thankfully science has gone on to prove otherwise, however this has done nothing to dissuade the Flat Earth Society (yes – they do exist) and sadly I doubt there is any evidence that ever will.[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]What, might you ask, does this have to do with Google Consumer Surveys? [/custom_headline][text_output]Google Consumer Surveys offer us an opportunity to observe, measure, experiment and test hypotheses on our target demographicsaudience in the form of surveys. In other words, a fairly scientific method of measuring and observing data on virtually anything that can be asked as a question. However this is only the beginning. The potential of the data gathered by Google Consumer Surveys extends beyond simply content.

But let’s not get ahead of ourselves. First and foremost we now have a way of gathering great data and audience insight which goes a long way towards making content, which is increasingly important in the eyes of Google. It has been said before many times, but content really is king.[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]Google Consumer Surveys and Content Marketing[/custom_headline][text_output]Great content needs to tick a lot of boxes. It has to be interesting, relevant, unique, well researched, have the right technical on-page factors, internal linking, look and feel, images, the list goes on. These are all important elements, but they are all superseded by one thing, the audience.

The audience has to be at the heart of content. And with Google Consumer Surveys we have a tool which allows us to understand the audience a little bit better. We have the ability to choose our audience, allowing us to serve our Google Consumer Survey to people in specific countries, or regions within countries. We can also decide if we would like to target a specific demographic, from 18 to 24 year olds, right through to 65 years or older.

When creating the survey there are a wide range of choices of how people can answer the question, including single answer, multiple choice, selecting different images, a star rating system, or user-generated answers. All of this can deliver an abundance of data, which we then have the pleasure of using for blog content, infographics, case studies and white papers in a fairly short space of time.


gcs[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]Google Consumer Surveys and SEO[/custom_headline][text_output]However content is just one side to the advantages of using Google Consumer Surveys. The other benefit is the ability to use our new audience focused content on Social Media channels which allow us to target different demographics and their behaviour in amazing detail. The benefit of this process is the ability to speak to different audiences in the right way with the right content, which helps improve the performance of Social Media campaigns. This is also increasingly important in the eyes of Google when it comes to SEO. There are many reports and articles which have identified that social metrics are search ranking factors.



Before concluding it must be made clear that Google Consumer Surveys is just one survey tool of many. Survey Monkey, Kwik Surveys and Survey Gizmo are examples of other useful survey tools to give us a choice.

So, in conclusion, Google Consumer Surveys is a tool with huge potential for SEO, particularly around content development, audience analysis, and integration with social media promotion. It also has wider potential to be used on other channels, particularly PPC, Display and Video content development strategies.

Long live the scientific method and if you ever want a laugh or want to feel insanely intelligent, I urge you to listen to The Flat Earth Society Podcast – Episode 4 with guest Hollow Earth expert Professor Darryl Jones and the fascinating Rodney Cluff. Trust me, it is a blinder.[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]