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How to Write an SEO Questionnaire

One of the best methods you can use to make sure the onboarding process runs as smoothly as possible is a new SEO client questionnaire.

Blendrit Elezaj


How to Write an SEO Questionnaire

The last thing you want to do when you close a new SEO customer is to mess up the onboarding process. If you do, you may find yourself fighting to regain that client’s respect and trust in the coming weeks or months.


One of the best methods you can use to make sure the onboarding process runs as smoothly as possible is a new SEO client questionnaire. In this article, we’ll show you how to create an SEO client questionnaire, as well as what questions to include in your SEO survey.

What is an SEO Client Questionnaire?

An SEO questionnaire is a set of questions that you ask your SEO clients  (or prospects)  throughout the onboarding process. 

The goal is to gain a deeper understanding of their business and goals before developing their SEO strategy and SEO initiatives.  You can use the answers to these questions to create your creative brief. 

In an SEO client questionnaire, you may ask them about their:

  • Business background
  • Technical information
  • Content management
  • Budget and expectations
  • Design and maintenance

Why You Should Use an SEO Client Questionnaire?

An SEO questionnaire should be a key part of your onboarding process. Here are some of the reasons why.

To save time

Creating your SEO questionnaire can take some time. A well-crafted onboarding questionnaire can drastically shorten that process.

You’ll save yourself a lot of time that you’d normally spend setting up calls, performing in-person interviews, and sending emails to your clients to gather all the information you need. Plus, using questionnaire automation can make things easier and helps you gather information from clients quickly. 

So that you don’t completely miss the mark

When you ask your SEO clients all of your questions right from the start, you prevent wasting time on a project just to have an unhappy client. You get everyone on the same page, which makes mistakes far less likely.

To make a good first impression

Making your clients’ lives easy always goes over well. It looks nice on your agency and improves your onboarding process to have a client SEO survey ready to go. You save them time spent in long meetings if all they have to do is fill out their answers to your questions.

To communicate your worth

Your SEO questionnaire might show your potential SEO client how useful you are to them in an indirect manner. Going over the questions with your client can help to improve your relationship right away.   When you show your clients that you’ve taken the time to ask detailed questions, you’re indirectly showing your marketing competence. This will make it easier for you to sell your services.

To keep out bad customers

Agencies can tell right away whether a customer will be a pleasure or a nightmare to work with via email or in person. You can also use your questionnaire to test this. It says a lot if your contact doesn’t bother to fill it out or leaves one-word answers that don’t help you at all. Use your SEO questionnaire to identify red flags that suggest a prospect may not be a good fit as an SEO customer.  

What Are Some Questions to Ask in a Client SEO Questionnaire?

Title tags and meta descriptions are your website’s first impression in search result

Our questionnaire questions help us learn about our clients, their businesses, and what’s going on with their websites.

Questions to ask your client to strengthen your professional relationship

  • With whom will we be working together, and what are their responsibilities?

Make sure you identify everyone who will be involved in decision-making, carrying out tasks, and managing different parts of the SEO project. 

  • Who will be our main point of contact person?

You’ll have a single point of contact for all of your client’s SEO work if you choose a primary contact. Encourage your client to make a choice if they don’t already have someone in place for that position. 

Your client communications will be more organized, simple, and consistent with the use of a dedicated point person. It’s acceptable if your customer requests that you interact with different team members. But make sure you have a default contact to handle important discussions. 

  • How much expertise does each employee have in search engine optimization? 

It will be easier for you to communicate with your client if you are aware of the level of SEO expertise on their team. It will also help you decide how much training in SEO you should provide your client’s staff so they understand what you are doing on their website.

Questions to ask your new client about their business

  • How would you introduce your business at a dinner party? 

You probably explain your company one way to those in your field and another to others who aren’t. We want to know how a client explains their business in the simplest possible terms. This will guide us through the entire process, from keyword research to choosing categories for a Google Business Profile.

  • What strategic business goals do you hope our SEO efforts will help you achieve? 

This key question will help in the identification of SEO methods that will be most useful to your client. It’s important to understand what your client wants to do. Whether it wants to emphasize a  specific product or service, whether the client simply wants more phone calls, and so on. The goals of your client will drive your SEO strategy.

  • How quickly do you expect results? 

This question allows you to set expectations for how long it will take for SEO to provide measurable benefits. Don’t allow your customers to become impatient after months of waiting for a game-changing breakthrough. Address any unrealistic expectations such as next month, early in the engagement, etc. 

  • What does SEO success look like for your company? 

This, like the last question, will help you and your client in getting on the same page. It will also help you create reasonable client expectations about what you are capable of. This is also a great opportunity to look for any key performance indicators that the client may appreciate.

  • Do you have a marketing or SEO budget that we could help you set aside? If so, how much have you planned each month for spending?

This budget will allow you to figure out whether there is enough funding to support the SEO work you are performing for your client. Is there space to employ qualified writers, designers, or content producers, for instance?

  • Describe the kind of client you want. Who are you trying to reach out to?

You need to be aware of who your audience is in order to effectively target it for your client. You may learn what keywords that audience uses, where and how to generate links, where you might ask for a guest blog post, etc. by figuring out who their ideal client is. This data will also help in guiding your strategy so that you can create content that is both helpful and relevant to the audience of your customers.

  • Where do you conduct business? Where is your target audience located?

You can target customers more effectively in regional, national, or global markets by gaining a better grasp of where your client’s firm operates primarily. It’s important to understand how saturated the industry is, who the competitors are, and any potential regional difficulties.

  • Who are your three main rivals?

Knowing who the competitors are for your client can help you focus your keyword research and help you spot chances that the competition isn’t (yet) using. Additionally, it will help you to understand how difficult it is to compete in the market your client works in.

Website & technology questions

  • Who, when, and how can we get access to your CMS, Google Analytics, etc.? 

You’ll need to know who can provide you with administrative access or the “keys to the castle.” Make a list of every piece of software and equipment you need, then go over it with your customer. You will need access to their content management system (CMS), Google Analytics, Google Search Console, and any communication or document storage tools they use, such Slack or Google Drive. 

  • When did you build or redesign your website? (If you developed the client’s website, skip this question.)

Have you ever suggested a website makeover to a client who just had one? It’s awkward that we do. By asking this question, you can avoid making this mistake and gain some helpful background that could help you understand why a site is performing well or poorly.  

  • Would you consider a redesign? 

(Always start by asking your previous question.) For businesses that have just finished a poor website update, this inquiry can be discouraging. But, if your client hasn’t just undergone a makeover, this can be an excellent question to ask. A successful website makeover can have a lot of SEO advantages. 

  • Do you plan to make any major website modifications in the upcoming 12 months? 

I’m hoping you’ll be able to influence any future website changes. But, it’s always a good idea to ask so you can incorporate any existing customer ideas into your strategy. As an illustration, suppose a client decides to launch a new set of services, each requiring a landing page. Or a customer decides to launch new goods or a training program.

Content requirements

  • What content do you have for the website?

You should have a general understanding of any potential content issues after reading this section of the SEO questionnaire. If the customer has a well-known website, it is highly likely that it has some copy and images. It could be necessary to make changes or start over because of the quality differences.

  • Has your content undergone SEO optimization?

Simply being aware that the content exists does not guarantee that it is properly optimized for search engine results. It can be necessary to add or remove keywords, reduce graphics, or even create brand-new pages entirely.

  • Do you have branding principles for your business?

This can include logos, color schemes, and fonts and are very important to keep in mind when optimizing website photos.  It’s important to get this right from the beginning because graphics can’t be edited as simply as simple text.

  • Do you have a preferred writing style?

The tone that the website copy will take is something else to think about. Brands may have strict rules for the tone of the content on their websites.


Craft Engaging Titles

Consider your title tag as the headline of a newspaper article. It needs to be concise, attention-grabbing, and accurately represent your web page’s content. Include your primary keyword, which communicates your page’s main topic to search engines. This keyword acts as a guiding marker for search engines.

The goal is to create a title that not only captivates the reader’s attention but also hints at the content they will find on your page. Much like an intriguing newspaper headline, an engaging title tag encourages users to click through to your website.

Meta Descriptions

Think of meta descriptions as a brief summary on the back cover of a book. They provide a concise overview of your content, offering potential visitors a sneak peek of what to expect when they visit your page.

Your meta description should be akin to a movie trailer – it should spark curiosity and entice users to delve deeper. When composing your meta description, focus on highlighting the most captivating and valuable aspects of your content.

While it’s important to note that meta descriptions don’t have a direct impact on your website’s search rankings, they significantly influence click-through rates. A well-crafted meta description serves as an invitation to potential visitors, encouraging them to click on your link and explore your website further.

Final Thoughts

Starting an SEO project with a client may bring up many challenges. You must be aware of their requests, help them better grasp SEO, and control their expectations. This SEO client survey serves as a basic model. Based on your experience and knowledge of the sector, take it and improve it however you see fit. Use the responses to guide your strategy and client interactions.


Remember that your client certainly has questions for you as well. Make sure that you give them a chance to get their questions answered. This makes it possible to communicate with your client so that both of you may learn more about one another and understand what success looks like.


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