If you’re running content campaigns for B2B and want to make decisions based on more than gut feeling, you’ve probably bumped into Surfer SEO. It promises a ton—data-backed recommendations, competitive analysis, the works. But getting that data out, making sense of it, and using it for campaigns isn’t as plug-and-play as the sales page suggests. This guide is for B2B marketers, content leads, or anyone tired of guessing what’s working and what’s fluff.
Let’s walk through how to export Surfer SEO reports, actually analyze them, and use the insights to make smarter decisions—without wasting time on the stuff that doesn’t move the needle.
Step 1: Get Your Surfer SEO Reports Ready
First, if you’re not familiar, Surfer SEO is a tool that audits your content against competitors and spits out recommendations based on what’s ranking now. For B2B, it’s handy because it breaks down exactly which words and topics your content is missing, and how your pages stack up.
Prep tips: - Make sure your content audits or content editor reports are up-to-date. If you’re using old reports, you’re just planning around stale data. - For B2B, focus on reports for core landing pages, blog posts that target high-intent keywords, or resources meant to drive leads—not every random post on your site.
Pro tip: Surfer’s recommendations are most useful for pages targeting specific keywords with clear commercial intent. If you’re auditing a thought leadership piece, take the advice with a grain of salt.
Step 2: Exporting Surfer SEO Reports
Surfer doesn’t exactly shout about its export features, but you can get your data out in a few ways. Here’s what works (and what doesn’t):
2.1 Exporting Content Editor Recommendations
- Open your Content Editor report.
- Click the three-dot menu (“...”) in the top right.
- Select “Export” > “Download as .docx” or “Download as .txt”.
This gets you a document with Surfer’s recommendations, including the keyword suggestions, content structure, and competitor lists.
What you get: The exported doc is readable but not particularly data-rich—it’s mostly for writers, not analysts.
2.2 Exporting Audit Reports
- Go to the Audit report for your URL.
- Look for the small “Export” button (usually top right or near the sections).
- Choose your format: CSV for raw data, PDF for a visual summary.
What’s useful: The CSV gives you a spreadsheet with on-page factors, keyword usage, missing terms, and competitor comparisons.
2.3 What Doesn’t Work (Yet)
- Bulk exports: Surfer doesn’t let you export multiple reports at once. You’re stuck doing it one by one.
- API/Automation: As of mid-2024, there’s no public API for exports. If you want true automation, you’re out of luck.
- Custom formatting: The exports are basic. Don’t expect slick dashboards or custom columns.
Step 3: Organize the Exported Data
Once you’ve got your CSVs or docs, you need to wrangle them into something useful.
3.1 For Content Editor Exports
- These are best for briefing writers or reviewing recommendations line-by-line.
- If you want to compare multiple pages, copy the key recommendations (suggested keywords, headings, word count targets) into a master spreadsheet.
3.2 For Audit CSVs
- Open in Excel or Google Sheets.
- Clean up the columns: Keep what matters (keyword, your usage, competitor average, Surfer’s suggestion, etc.).
- Label each sheet or row with the page and keyword target for clarity.
Ignore: The “LSI keywords” hype. It’s just synonyms and related terms—useful, but don’t obsess if some seem irrelevant.
Step 4: Analyze for B2B Marketing Campaigns
This is where most people get stuck. The export is just a data dump. Here’s how to actually make sense of it, specifically for B2B.
4.1 What Actually Matters for B2B
- Primary keyword usage: Are you underusing or overusing your main terms? For B2B, too much can sound robotic.
- Relevant secondary terms: Look for terms your competitors use that actually make sense for your audience. Ignore generic stuff that doesn’t fit your product or service.
- Content structure: How are top competitors structuring their pages? For B2B, clarity and authority usually beat cutesy intros or fluff.
- Backlinks and internal links: Surfer will show you where you’re missing links. For B2B, internal links to case studies or product pages matter more than chasing every external backlink Surfer suggests.
4.2 What to Ignore
- Word count obsession: Longer isn’t always better. If your audience wants quick answers, don’t pad for the sake of a higher score.
- Exact keyword frequency: Google’s smarter than that. Use recommendations for inspiration, not a checklist.
- “Content Score” as gospel: It’s a helpful indicator, but it’s not a guarantee of rankings.
4.3 How to Find Real Insights
- Gap analysis: Sort your sheet by “missing” or “underused” terms. Highlight ones that are actually relevant to your ICP (ideal customer profile).
- Competitor wins: See what headings or topics competitors cover that you don’t. Is there a stat, framework, or pain point they mention that you missed?
- Quick wins: Spot outlier pages where minor tweaks (adding a section, clarifying a value prop, tightening up a CTA) can close the gap.
Step 5: Turn Insights Into Actionable Recommendations
It’s easy to drown in the data. Here’s how to make your Surfer export drive actual content improvements:
Set priorities: - Focus on pages that drive pipeline, not just traffic. - Prioritize changes that are easy to implement but high-impact—like adding a missing FAQ or reorganizing a messy intro.
Create clear briefs: - For writers: Paste the relevant Surfer recommendations into your brief, but flag what matters and what’s optional. - For stakeholders: Summarize findings in plain English. “We’re missing these three topics competitors always cover. Let’s add them.”
Track changes: - Make a simple before/after tracker in your sheet. Did rankings or conversions improve after you made edits? If not, try something else.
Pro tip: Don’t chase a perfect Content Score. Focus on clarity, authority, and being genuinely useful to your B2B reader.
Step 6: Rinse, Repeat, and Don’t Overthink It
SEO tools are always promising the magic formula, but there’s no secret sauce. Surfer’s exports are a solid starting point, not the final word.
- Review reports regularly, but don’t micromanage every tiny suggestion.
- Use the data to inform your gut, not replace it.
- Iterate: Make a change, watch what happens, and adjust. If rankings or quality leads don’t move, try a different angle.
Bottom line: Keep it simple. Use Surfer’s exports to see what’s missing, fill the gaps that actually matter to your buyers, and ignore the noise. The best campaigns are the ones you actually finish, not the ones that chase every shiny metric.
That’s it. Export your Surfer SEO data, cut through the clutter, and make smarter calls for your B2B marketing. Don’t let the tool run the show—use it as a guide, not a crutch.