Tag Archives: data

Keyword Research Data Visualizations

I recently found a handy way to do some theme-based, in-depth keyword research.

Start with what you  know as your “head phrases,” the short phrases that form the “root” of many of your keyphrase variations.

Use a tool like SEMRush‘s phrase match report to find other, related phrases along with estimated search volumes, CPC costs and number of results on Google.

Use this data to generate data visualizations so you can SEE your keywords:

Keyword Research Dashboard at Tableau Public

Click the image to get to an interactive keyword research data visualization .

Not Set – the dilemma of who holds the data

I’m sure you’ve noticed in your analytics reports that there are now large numbers of visitors to your site that come through with the keywords (not set) and (not provided). These are the visits that came from people who were logged into their Google Accounts.

It used to be, you could see all the keyword data for all the visitors to your site. Now you can only see the keywords via Google if those visitors came through some sort of paid search, or the URL was specifically tagged with a keyword tag.

This creates holes in the data available to website owners each month when a large percentage of their visitors come in tagged with (not set) or (not provided).

You can, however, get this information for any advertising campaign you are running. The (not set) and (not provided) tags are from visitors through the natural (or “organic”) search results and not any paid advertising.

Diving into the DATA

Working with Tableau has helped me to understand many of the ways that rows and rows of data can be turned into useful information.

For example, I did a little bit of keyword research, using Google’s AdWord tool to try to find the best keywords for a potential client to optimize on.

The initial result is a data-download from Google that looks something like this:

Data Download from Google AdWords Keyword Tool

In Excel you can sort, arrange and even highlight certain rows based on criteria you set. However, by quickly pulling this data into Tableau, you can turn an unmanageable list, into a visualization that can clearly help you see where the keywords fall within certain criteria like greater or less than average search volume, greater or less than average costs-per-click and even by defining a range of search volumes, which keyphrases fall into a range that can reasonably be assumed to provide a good return on advertising investment.

Tableau Software – A Data Analyst’s Dream

Here it is, my first publicly published data visualization:

Cancer Incidence Rates by State and Cancer Site (Stats from National Cancer Institute)

Facts quickly gleaned from this visualization:

  • Breast and Prostate Cancer are the highest incidence cancer sites in the United States
  • The District of Columbia has the highest Prostate Cancer Rate
  • Massachusetts has the highest Breast Cancer Rate
  • Kentucky has the highest rate of Lung Cancer per 100,000 people

Some helpful tips for interacting with this visualization:

  • At the top of the screen are tabs for the different “sheets” of the visualization (Dashboards are sheets that combine one or more detail sheets): 
  • If you hover over a column heading, you get a little icon that allows you to sort the data in ascending or descending order:
  • You can click on a type of cancer or a state and either exclude it, or display only that data: 
    • Use the <ctrl> key to select more than one filter at the same time.
  • You can also filter the data by State:
  • To Undo or Reset to the default settings, click on the reset button at the bottom of the visualization:
  • You can get more detail about any datapoint by hovering your mouse over it to get a “tooltip” to pop-up: 

Feedback welcome. More visualizations coming soon.