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A Diagram Worth Many Words

| Posted in category Analytics

Lots of us are visual learners: we grasp information better if it is presented in the form of charts or graphs – and find it difficult to analyze raw digits. There are a few SEO software tools that make the life of visual learners easier.

Analytics Visualizations

Analytics Visualizations Analytics Visualizations is a tool developed by Juice Analytics on the basis of Google Analytics API and JuiceKit. Google Analytics API team approached Juice Analytics with the request to find new fresh ways to represent GA data and in response the Juice Analytics engineers created this outstanding tool.

Juice Analytics includes two visualization modes. These are Keyword Tree and Referrer Flow. Keyword Tree visualizes semantic relations among the keywords that are sending traffic to your website and some metrics (Bounce rate, % new visitors, average time on site, number of visits and new visits). At a glimpse one might evaluate the performance of the keywords and get fresh ideas for new long-tail keyword phrases that might generate additional visitors and customers.

Have a look at a fragment of the keyword map generated for an e-commerce website that sells modern furniture in NY.

Grey lines reflect semantic relationships; the font size indicates the number of visits for the relevant keyword (the bigger the font – the more visits a particular keyword enjoys); the font color describes Bounce Rate (the keywords with higher bounce rate are within the red spectrum). In other words, this keyword map allows users to evaluate three dimensions at a time. Apparently, "modern furniture Florida" or "modern furniture in Brooklyn New York" might be good long tail phrases to optimize for. The great thing about such representation is that one may evaluate several crucial metrics simultaneously.
Analytics Visualization

Let’s play around with Referrer Flow visualization tool. This one is able to group your data in four different ways:

  • Title > Referrer
  • Referrer > Title
  • URL > Referrer
  • Referrer > URL

To get a better understanding have a look at the screenshot of Referrer > URL grouping below.Analytics Visualization

Each larger square area represents a referrer, e.g. Google, Facebook or any other significant traffic source. Smaller square areas represent landing pages. The bigger the area – the more traffic a particular landing page gets from the relevant traffic source. The color of the square area describes the bounce rate. Greenish colors tell us that the bounce rate is relatively low. This is a perfect tool to identify landing pages that need your attention due to high bounce rates, e.g. you may be channeling traffic in the wrong direction or there are issues with content, page layout, etc.

Google Analytics

Apart from the traditional line charts that have only two dimensions Google offers users geeky motion charts. Motion charts in Google Analytics enable us to analyze as much as four metrics simultaneously and observe them change within a predetermined period of time. Cool, ha?

Let’s see how to identify underperforming referral sites using Google Analytics motion charts.

First, open Referrals standard report. It may be found in Traffic Sources > Incoming Sources.

Secondly, we need to create a motion chart:

  • Select graph mode Motion Chart
  • Select Bounce Rate in Y axis drop down menu
  • Select Average Time on Site in X axis drop down menu
  • Set the color setting to Unique
  • Set size to reflect Pages/Visit metric

Now you are good to go. Select several traffic sources. Enable trails, push the Play button, and watch the magic.

Google Analytics

Examine the screenshot above. Obviously, the listing in newyork.craiglist.org is not bringing valuable traffic: bounce rate is persistently high, the number of pages per visit and average time on site are low.
All these factors signal that the visitors coming from Craiglist show no interest in the content of our site. We should either take steps to improve the ad, change landing page, or completely get rid of such traffic channel (provided you are paying for it).

Motion charts offer virtually internal number of use cases for a creative user. You may share your ideas in the comments section. By the way, if you are using other cool visualization tools to cope with your routine SEO task – drop a link or tell about them.



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