The Sunday Talk – Data Visualization


Mondays, Mondays, Mondays. If you hate your Mondays you are definitely in the wrong job. And what a nice day. Don’t you think that when the weather is nice and sunny it feels like there are more colours out there in the world?
It’s exactly the same with data. When you visualise your data it feels like there is more information coming your way. So the goal this week: take data and turn it into information. Information into Insights. Insights into actions. Let the week begin.

All I am trying to say is that you can’t look at a set of numbers in isolation. Let me give you an example. Two three months ago a client of mine was absolutely convinced that the number of organic visits is a good KPI. But then the sales were going down. His content is good. Very educational so he was attracting a lot of organic visits. But then he was attracting the wrong crowd. And he didn’t have a clear call to action. So what was good for the SEO team was not good for the overall business.

Let me make this example, let me make this one a little bit more visual for you with another example.
if you look out outside and you see it’s raining all you know is that it’s raining. But if I tell you that it’s been raining for a whole month and the temperatures are close to zero you pretty much know season I am talking about.

Rob, instead of arguing about it why don’t you look at the picture I sent you on your mobile. Yes, forget about the numbers. The blue colour is the number of pages that didn’t have even one single organic visit for the last twelve months. And tell me what do you think about it. Do you really want to keep those pages?

Are you trying to tell me that I managed to convince you with the simplest form on Earth a circle? So I’m gonna come up with a quote straight away.

In SEO, presentations or speeches less is really more.

Less is more

Last night I was watching a Hangout On Air with Mr David Amerland and believe it or not this morning I woke up with a quote in my head.
Creating content for your online brand or business has nothing to do with making more time or coming up with new ideas.

You simply have to start creating content.

I know a lot of you are worried that you are probably not good because you are at the beginning of the journey. So let me be honest with you. You are probably not good. But that’s OK. The real failure is never starting in the first place.

David Amerland: Whatever reservations you may have overcome them quickly. The web is visual weather we like it or not. More than fifty percent of the content is consumed on devices. There are, usually, there are phones. They are notoriously difficult when it comes to reading a lot of text. They are very easy when it comes to actually watching video. So bare that in mind it’s a massive audience out there. It’s an easy way to connect with them.

As long as you are real. As long as you provide value they will find it appealing. And as Oleg said whatever reservations you may have well these are not the Oscars you are not going for a movie performance. You are trying to deliver value to an audience like you would to a person if you came up and met him face to face. So if you approach it that way you really can’t go wrong.

On my way a team building event so I am quite pumped about it. Or like somebody said before

“The strength of the team is each member. The strength of each member is indeed the team.”

Indeed. The problem was that your content team couldn’t understand the numbers. So yes yesterday I sent them a graph SEO visits against page depth. If you look at the graph, yeah, it’s quite obvious straight away that you shouldn’t be publishing content beyond page depth five. If I was you I would even consider merging three and four.

On the other side, why do we even send numbers to your content team? Those are visual people, right? In fact, I emailed them yesterday, yes, I emailed them yesterday and today Peter came back to me with an email with only one sentence. I get it now.

We should always try and think about the people that are looking at the data we are trying to present.

Data insights

Last night I was out till 3 o’clock but today Saturday morning I am coming to the gym. You don’t demand respect you earn it.

Guys, I don’t know about you but it feels like we all suffer from data overload. The problem: we are not all data analysts but in today’s digital world we are all required to analyse numbers, find problems and come up with solutions.
The good news is there is a solution to the problem called data visualisation or in other words using our eyes more to see patterns and connections that matter.

Guys, I know it’s Sunday but I have to go and see a client. But you do come back here next Sunday cause you’ve got the problems and I’ve got the solutions.