SurveyMonkey Organic Growth Opportunities

Create a massive, archived library of public opinion poll results on various topics, segmented by city, county, and state. This play establishes SurveyMonkey as the go-to source for hyper-local data, attracting journalists, researchers, and civic groups.

Example Keywords

• “public opinion on EV adoption Austin”
• “Seattle housing affordability poll results”
• “mental health stigma survey Nebraska 2023”
• “small business optimism index Vermont”

Rationale

There are currently no authoritative sources for public opinion data at a granular, local level. By publishing its vast, anonymized poll data, SurveyMonkey can fill this SERP void, capture a massive long-tail of search queries, and become a primary source for local news and research, generating high-quality backlinks.

Topical Authority

SurveyMonkey's core business is polling and data collection, giving it unparalleled authority. Publishing this data validates its expertise and reinforces its brand as a leader in public opinion measurement. With an Authority Score of 71, the domain is well-positioned to rank for these terms and benefit from the high-quality links this content will attract.

Internal Data Sources

Utilize archived, anonymized data from the SurveyMonkey Audience panel and public 'Curiosity' polls. This data can be segmented by geography (city/county/state) and topic to generate thousands of unique pages with proprietary charts and statistics.

Estimated Number of Pages

24,000+ (Covering 40 recurring topics across 300+ US metro areas, updated over time)

Develop dynamic pages showcasing key performance benchmarks (NPS, CSAT, etc.) segmented by industry, region, and company size. This provides invaluable, proprietary data that positions SurveyMonkey as an industry authority and decision-making tool.

Example Keywords

• “average NPS for SaaS startups”
• “median CSAT score healthcare 2024”
• “employee engagement benchmark manufacturing EMEA”
• “what is a good churn survey response rate fintech”

Rationale

Professionals constantly seek benchmark data to measure their performance, but reliable sources are scarce. By leveraging its 20+ years of anonymized response data, SurveyMonkey can create a unique, defensible content moat that attracts high-intent B2B traffic and cannot be replicated by competitors like Qualtrics.

Topical Authority

As the collector of the data, SurveyMonkey is the ultimate authority on survey-based metrics. This play directly leverages the company's core asset—its data lake—to provide unparalleled insights, solidifying its topical authority in business intelligence and performance measurement.

Internal Data Sources

Ingest aggregated and de-identified data from the main data warehouse, including historical response scores (NPS, CSAT), company metadata (industry, size, geography), and survey outcome metrics (completion rates) to create unique, data-rich pages.

Estimated Number of Pages

5,000+ (Covering 35 industries, 6 key metrics, 8 regions, and 3 company sizes)

Create thousands of dedicated landing pages for niche, industry-specific survey templates, moving beyond generic offerings. This strategy targets long-tail keywords from professionals looking for highly relevant, ready-to-use solutions.

Example Keywords

• “patient intake feedback survey template”
• “manufacturing safety audit questionnaire”
• “hotel employee engagement survey questions”
• “SaaS churn survey example”

Rationale

While SurveyMonkey ranks for general templates, competitors capture significant traffic from industry-specific searches. This play closes the keyword gap with Qualtrics by targeting high-intent, bottom-funnel users who need a solution tailored to their specific vertical, leading to higher conversion rates.

Topical Authority

The domain already has strong topical authority for 'survey templates' (e.g., 'customer satisfaction survey'). Expanding into vertical-specific templates is a natural and credible extension of this authority, signaling to Google that SurveyMonkey is the comprehensive resource for all survey needs.

Internal Data Sources

Use anonymized, aggregated question banks from existing customers, segmented by industry. Incorporate internal outcome benchmarks (e.g., average completion rates for a given template type) and compliance checklists (HIPAA, FERPA) to create differentiated, high-value content.

Estimated Number of Pages

2,000-3,000 (Covering hundreds of use-cases across dozens of industries)

Go beyond generic comparison pages by creating highly-specific 'battle' pages that compare SurveyMonkey to competitors for a single job role and use-case. This micro-targeting captures high-intent users at the final stage of their decision-making process.

Example Keywords

• “SurveyMonkey or Typeform for event registration marketer”
• “best survey tool for CX leaders comparing SurveyMonkey and Alchemer”
• “SurveyMonkey vs Google Forms academic research statistics”
• “Qualtrics alternative for HR onboarding feedback”

Rationale

Buyers don't search for generic comparisons; they search for solutions to their specific problems. Existing 'vs' pages are too broad. This play creates hundreds of targeted pages that directly answer the nuanced questions of different buyer personas, intercepting traffic that competitors currently miss.

Topical Authority

SurveyMonkey's existing `/compare` hub provides a foundation of authority. By creating granular, persona-driven content, the site demonstrates a deep understanding of its customers' unique needs, enhancing its authority not just as a tool, but as a solution provider for specific roles.

Internal Data Sources

Leverage feature-usage telemetry segmented by user persona to highlight the most relevant features. Use internal pricing calculators to demonstrate TCO advantages and reference support ticket data to showcase superior service for specific use-cases.

Estimated Number of Pages

720+ (Covering 12 key competitors, 10 buyer personas, and 6 core use-cases)

Build a library of rapid-response survey kits designed for specific business crises and organizational changes. This positions SurveyMonkey as an essential tool for navigating unexpected events, capturing timely, high-intent search traffic.

Example Keywords

• “post-merger employee pulse survey questions”
• “cyber breach customer notification survey template”
• “natural disaster safety check survey manufacturing”
• “AI layoff morale survey for HR”

Rationale

Major business events (mergers, layoffs, crises) trigger urgent needs for feedback, creating spikes in search demand. Competitors lack content for these time-sensitive, specific scenarios. This play establishes SurveyMonkey as the go-to, proactive solution in moments of critical need.

Topical Authority

This play showcases SurveyMonkey's utility beyond standard feedback, building authority as a strategic HR, CX, and risk management tool. By providing expert-built templates for difficult situations, the brand demonstrates a deeper level of market understanding and thought leadership.

Internal Data Sources

Analyze historical data for survey creation spikes related to past real-world events (e.g., COVID-19, supply chain disruptions). Use internal communications playbooks from SurveyMonkey's own HR and PR teams as a basis for the advice and templates provided in each kit.

Estimated Number of Pages

600+ (Covering 25 common crisis/change scenarios across 12 departments/industries)

Improvements Summary

Consolidate overlapping survey question content into a clear pillar and child structure, targeting high-volume keywords with on-page SEO improvements. Add FAQ schema, comparison tables, and interactive demos to increase engagement and capture featured snippets.

Improvements Details

Merge and restructure pages to reduce cannibalization, mapping each to specific primary and secondary keywords such as 'what is a Likert scale' and 'rating scale 1-5'. Update H1s, meta titles, and descriptions with exact-match phrases, and add FAQ/HowTo schema. Internally link from high-authority pages, add comparison tables, and embed SurveyMonkey demos to drive product exposure and improve rankings.

Improvements Rationale

These actions address low traffic on high-search-volume keywords by improving keyword targeting, technical SEO, and user engagement. Consolidating content and optimizing on-page elements will help win featured snippets, increase organic traffic, and drive more users to product signup pages. Strengthening internal linking and schema usage will also improve authority and search visibility for survey design topics.