SEO
What Is Data Visualization And How To Use It For SEO
Planning and executing an excellent SEO strategy is critical for any digital marketing campaign.
However, the effort requires data to tell the story in a way that resonates with our clients.
But poring through pools of numbers can be tedious and mentally exhausting. This is where data visualization comes in.
Data visualization takes your data (numbers) and places it in a visual context, such as a chart, graph, or map. It also helps create data stories that communicate insights with clarity.
Without visualizing data to extract insights, trends, and patterns, the chances of getting support from other departments plummet. The best data visualizations break down complicated datasets to present a concise and clear message.
Read on for more on data visualizing, its importance, and how to use it for your SEO campaign.
Types Of Data Visualizations
For years, the easiest way to build data visualization was through adding information to an Excel spreadsheet and transforming it into a chart, graph, or table.
While still effective, the method has undergone a few updates in the last few decades.
The options today allow users to create elaborate data visualizations, including:
- Bullet graphs.
- Animated charts.
- Radial trees.
- Interactive charts.
- Bubble clouds.
- Data art.
- Heatmaps.
- Dashboards.
- Infographics.
And many more.
The above is an example of data visualization to see a website’s crawl hierarchy.
How To Choose The Right Visualization Type
Choose the right visualization type to communicate your message effectively.
Before getting started:
- Identify the key message you want to communicate and summarize it in a short sentence.
- Find the data you require to communicate your message and also consider simplifying it to make this message clearer.
- Consider the type of data you have, such as comparisons, trends, patterns, distribution, and geographical data.
- Consider what display type is simple and will capture the audience’s attention.
- Like all web content, your visualization should be accessible to all users.
- Consider the information to include with the visualization, and readers can understand and interpret the data.
Importance Of Data Visualization
Modern companies are generating massive amounts of data through machine learning.
While excellent, we must sort, filter, and explain the information; so it makes sense for stakeholders and business owners.
It’s easy to identify patterns and trends in your SEO strategy quickly using data visualization. Visualization makes it easy and fast to convey insights. Making data visualization a habit in your business offers several benefits.
Create Robust Value Propositions
It’s easy to express to stakeholders or clients how and why your products are good, but not as easy for the same people to understand what you are saying.
Visualizing your data is an excellent strategy that can increase buy-ins into ideas. The strategy can also transform site traffic into sales, contributing to a business’s success.
Enable Faster, Easier Communication
All businesses are looking to advertise their products to the public. But few people take the time to read tons of words.
Instead, simplify the message into visual content that’s easy to present.
More people will focus on visual data than on text. The visuals help capture the attention of and persuade potential customers, clients, and investors.
As a result, this helps drive traffic into your venture, which leads to success.
Analyze Patterns And Trends
Business industries depend on specific patterns and trends. It’s your role to make decisions based on market patterns and trends.
Visualizing data summarizes the entire process of identifying current and future opportunities.
The data also helps make business owners prudent decision-makers aligned with the market situation.
Motivate Team Members
Business success depends on the effort team members put into the process. Each member of your organization is happy when the business makes development strides.
Data visualization can help identify the business’ initial position and the direction it’s heading.
The process can motivate the team members to work harder and elevate your business to greater heights.
Improve Customer Experience
Visualizing data plays a critical role in improving your customer’s experience. The data makes it easy to ensure customers are happy and their requirements are included.
Data visualization makes shaping, filtering, and desegregating data on-demand easy.
Data Visualization And SEO
SEO data significantly affects the keyword search volume contributing to a site’s ranking.
Keyword search volume is the number of times visitors search for a specific keyword in a particular time frame. The term also refers to the number of people interested in a keyword.
SEO data is also critical for organic traffic in different online marketing aspects. The latter is the number of people visiting your site.
Page speed is another critical SEO practice that determines your website’s reliability.
Your online visitors don’t have the time to wait for a page to load. Further, page speed also affects your position on the search engine.
Using Data Visualization To Improve SEO
Visualizing your data has a significant impact on interpretation. Visualization can help represent search volume for different keyword sets you want to use in your next campaign.
Visualization tools can also present a detailed analysis of your site from the SEO point of view.
Presenting your content in charts and graphs helps the audience grasp every aspect of an SEO campaign.
Elevate SEO Capabilities
Data visualization can help elevate your SEO strategies in several ways. Here are the most effective areas in that visualization will help boost SEO.
Competitive Analysis
Working on your SEO strategy also means evaluating what competitors are doing. The analysis helps you understand what requires doing and areas to improve.
Visualization can help you:
- Determine the social media strength of competitors.
- Find top competitors for a keyword.
- Analyze competitor backlink profiles.
The above is an example of using a bar chart to visualize the keyword difficulty distribution of current keyword rankings.
Backlink Analysis
Visualization also aids you in creating an effective link-building campaign.
Some items to analyze include:
- Backlink geographic locations.
- Quality of backlinks.
- The distribution of backlink anchor text.
Wrapping It Up
Data visualization is a vital contribution to the success of any business practice.
What makes visualization critical is its ability to convey complicated data sets visually.
Anything that can condense large amounts of data into infographics, charts, and graphs is a successful recipe.
It’s clear incorporating visualization in your digital marketing operations elevates SEO capabilities too.
Further, visualizing your data plays a major role in business development and SEO decisions.
More Resources:
Featured Image: ra2 studio/Shutterstock
SEO
Google’s AI Overviews Shake Up Ecommerce Search Visibility
An analysis of 25,000 ecommerce queries by Bartosz Góralewicz, founder of Onely, reveals the impact of Google’s AI overviews on search visibility for online retailers.
The study found that 16% of eCommerce queries now return an AI overview in search results, accounting for 13% of total search volume in this sector.
Notably, 80% of the sources listed in these AI overviews do not rank organically for the original query.
“Ranking #1-3 gives you only an 8% chance of being a source in AI overviews,” Góralewicz stated.
🗞️ Google AI overviews vs. eCommerce 🗞️
We just finished analyzing 25k eCommerce queries.
TL;DR
– 16% of queries return AI-overview (previously SGE)
– 13% of search volume from search goes through AI overviews
– 80% of sources don’t rank organically for the query (!)
— Bartosz Góralewicz (@bart_goralewicz) May 22, 2024
Shift Toward “Accelerated” Product Experiences
International SEO consultant Aleyda Solis analyzed the disconnect between traditional organic ranking and inclusion in AI overviews.
According to Solis, for product-related queries, Google is prioritizing an “accelerated” approach over summarizing currently ranking pages.
She commented Góralewicz’ findings, stating:
“… rather than providing high level summaries of what’s already ranked organically below, what Google does with e-commerce is “accelerate” the experience by already showcasing what the user would get next.”
Solis explains that for queries where Google previously ranked category pages, reviews, and buying guides, it’s now bypassing this level of results with AI overviews.
This: “80% of AI overview sources don’t rank organically for the query” from 25K e-commerce queries that @bart_goralewicz analyzed.
This is what I’ve seen happening too because most of the AI overviews for product related queries are “accelerators”: rather than providing high… https://t.co/UFT2wTG2ht pic.twitter.com/i5neMpALl6
— Aleyda Solis 🕊️ (@aleyda) May 22, 2024
Assessing AI Overview Traffic Impact
To help retailers evaluate their exposure, Solis has shared a spreadsheet that analyzes the potential traffic impact of AI overviews.
I’ve updated my Google AI Overviews (AIO) Traffic Risk Impact Assessment Sheet to make it easier to:
1. Assess the before/after AIO CTR/traffic gap
2. The type of results/pages featured in AIO
3. Prioritize content optimization actions accordinglyCheck it out 👀👇… pic.twitter.com/JFejUcaIni
— Aleyda Solis 🕊️ (@aleyda) May 26, 2024
As Góralewicz notes, this could be an initial rollout, speculating that “Google will expand AI overviews for high-cost queries when enabling ads” based on data showing they are currently excluded for high cost-per-click keywords.
An in-depth report across ecommerce and publishing is expected soon from Góralewicz and Onely, with additional insights into this search trend.
Why SEJ Cares
AI overviews represent a shift in how search visibility is achieved for ecommerce websites.
With most overviews currently pulling product data from non-ranking sources, the traditional connection between organic rankings and search traffic is being disrupted.
Retailers may need to adapt their SEO strategies for this new search environment.
How This Can Benefit You
While unsettling for established brands, AI overviews create new opportunities for retailers to gain visibility without competing for the most commercially valuable keywords.
Ecommerce sites can potentially circumvent traditional ranking barriers by optimizing product data and detail pages for Google’s “accelerated” product displays.
The detailed assessment framework provided by Solis enables merchants to audit their exposure and prioritize optimization needs accordingly.
FAQ
What are the key findings from the analysis of AI overviews & ecommerce queries?
Góralewicz’s analysis of 25,000 ecommerce queries found:
- 16% of ecommerce queries now return an AI overview in the search results.
- 80% of the sources listed in these AI overviews do not rank organically for the original query.
- Ranking positions #1-3 only provides an 8% chance of being a source in AI overviews.
These insights reveal significant shifts in how ecommerce sites need to approach search visibility.
Why are AI overviews pulling product data from non-ranking sources, and what does this mean for retailers?
Google’s AI overviews prioritize “accelerated” experiences over summarizing currently ranked pages for product-related queries.
This shift focuses on showcasing directly what users seek instead of traditional organic results.
For retailers, this means:
- A need to optimize product pages beyond traditional SEO practices, catering to the data requirements of AI overviews.
- Opportunities to gain visibility without necessarily holding top organic rankings.
- Potential to bypass traditional ranking barriers by focusing on enhanced product data integration.
Retailers must adapt quickly to remain competitive in this evolving search environment.
What practical steps can retailers take to evaluate and improve their search visibility in light of AI overview disruptions?
Retailers can take several practical steps to evaluate and improve their search visibility:
- Utilize the spreadsheet provided by Aleyda Solis to assess the potential traffic impact of AI overviews.
- Optimize product and detail pages to align with the data and presentation style preferred by AI overviews.
- Continuously monitor changes and updates to AI overviews, adapting strategies based on new data and trends.
These steps can help retailers navigate the impact of AI overviews and maintain or improve their search visibility.
Featured Image: Marco Lazzarini/Shutterstock
SEO
Google’s AI Overviews Go Viral, Draw Mainstream Media Scrutiny
Google’s rollout of AI-generated overviews in US search results is taking a disastrous turn, with mainstream media outlets like The New York Times, BBC, and CNBC reporting on numerous inaccuracies and bizarre responses.
On social media, users are sharing endless examples of the feature’s nonsensical and sometimes dangerous output.
From recommending non-toxic glue on pizza to suggesting that eating rocks provides nutritional benefits, the blunders would be amusing if they weren’t so alarming.
Replicated….
But I appreciate that the glue suggested is “non-toxic”!
Look, this isn’t about “gotchas”, this is about pointing out clearly foreseeable harms. Before–eg–a child dies from this mess.
This isn’t about Google, it’s about the foreseeable effect of AI on society. https://t.co/kG0xP2if7L pic.twitter.com/MIPjF8hg0i— MMitchell (@mmitchell_ai) May 23, 2024
I couldn’t believe it before I tried it. Google needs to fix this asap.. pic.twitter.com/r3FyOfxiTK
— Kris Kashtanova (@icreatelife) May 23, 2024
Mainstream Media Coverage
As reported by The New York Times, Google’s AI overviews struggle with basic facts, claiming that Barack Obama was the first Muslim president of the United States and stating that Andrew Jackson graduated from college in 2005.
These errors undermine trust in Google’s search engine, which more than two billion people rely on for authoritative information worldwide.
Manual Removal & System Refinements
As reported by The Verge, Google is now scrambling to remove the bizarre AI-generated responses and improve its systems manually.
A Google spokesperson confirmed that the company is taking “swift action” to remove problematic responses and using the examples to refine its AI overview feature.
Google’s Rush To AI Integration
The flawed rollout of AI overviews isn’t an isolated incident for Google.
As CNBC notes in its report, Google made several missteps in a rush to integrate AI into its products.
In February, Google was forced to pause its Gemini chatbot after it generated inaccurate images of historical figures and refused to depict white people in most instances.
Before that, the company’s Bard chatbot faced ridicule for sharing incorrect information about outer space, leading to a $100 billion drop in Google’s market value.
Despite these setbacks, industry experts cited by The New York Times suggest that Google has little choice but to continue advancing AI integration to remain competitive.
However, the challenges of taming large language models, which ingest false information and satirical posts, are now more apparent.
The Debate Over AI In Search
The controversy surrounding AI overviews adds fuel to the debate over the risks and limitations of AI.
While the technology holds potential, these missteps remind everyone that more testing is needed before unleashing it on the public.
The BBC notes that Google’s rivals face similar backlash over their attempts to cram more AI tools into their consumer-facing products.
The UK’s data watchdog is investigating Microsoft after it announced a feature that would take continuous screenshots of users’ online activity.
At the same time, actress Scarlett Johansson criticized OpenAI for using a voice likened to her own without permission.
What This Means For Websites & SEO Professionals
Mainstream media coverage of Google’s erroneous AI overviews brings the issue of declining search quality to public attention.
As the company works to address inaccuracies, the incident serves as a cautionary tale for the entire industry.
Important takeaway: Prioritize responsible use of AI technology to ensure the benefits outweigh its risks.
SEO
New Google Search Ads Resemble AI Assistant App
A keynote at Google’s Marketing Live event showed a new AI-powered visual search results that feature advertisements that engage users within the context of an AI-Assisted search, blurring the line between AI-generated search results and advertisements.
Google Lens is a truly helpful app but it becomes unconventional where it blurs the line between an assistant helping users and being led to a shopping cart. This new way of engaging potential customers with AI is so far out there that the presenter doesn’t even call it advertising, he doesn’t even use the word.
Visual Search Traffic Opportunity?
Google’s Group Product Manager Sylvanus Bent, begins the presentation with an overview of the next version of Google Lens visual search that will be useful for surfacing information and for help finding where to buy them.
Sylvanus explained how it will be an opportunity for websites to receive traffic from this new way to search.
“…whether you’re snapping a photo with lens or circling to search something on your social feed, visual search unlocks new ways to explore whatever catches your eye, and we recently announced a newly redesigned results page for Visual search.
Soon, instead of just visual matches, you’ll see a wide range of results, from images to video, web links, and facts about the knowledge graph. It gets people the helpful information they need and creates new opportunities for sites to be discovered.”
It’s hard to say whether or not this will bring search traffic to websites and what the quality of that traffic will be. Will they stick around to read an article? Will they engage with a product review?
Visual Search Results
Sylvanus shares a hypothetical example of someone at an airport baggage claim who falls in like with someone else’s bag. He explains that all the person needs to do is snap a photo of the luggage bag and Google Lens will take them directly to shopping options.
He explains:
“No words, no problem. Just open Lens, take a quick picture and immediately you’ll see options to purchase.
And for the first time, shopping ads will appear at the very top of the results on linked searches, where a business can offer what a consumer is looking for.
This will help them easily purchase something that catches their eye.”
These are image-heavy shopping ads at the top of the search results and as annoying as that may be it’s nowhere near the “next level” advertising that is coming to Google’s search ads where Google presents a paid promotion within the context of an AI Assistant.
Interactive Search Shopping
Sylvanus next describes an AI-powered form advertising that happens directly within search. But he doesn’t call it advertising. He doesn’t even use the word advertising. He suggests this new form of AI search experience is more than offer, saying that, “it’s an experience.”
He’s right to not use the word advertisement because what he describes goes far beyond advertising and blurs the boundaries between search and advertising within the context of AI-powered suggestions, paid suggestions.
Sylvanus explains how this new form of shopping experience works:
“And next, imagine a world where every search ad is more than an offer. It’s an experience. It’s a new way for you to engage more directly with your customers. And we’re exploring search ads with AI powered recommendations across different verticals. So I want to show you an example that’s going live soon and you’ll see even more when we get to shopping.”
He uses the example of someone who needs to store their furniture for a few months and who turns to Google to find short term storage. What he describes is a query for local short term storage that turns into a “dynamic ad experience” that leads the searcher into throwing packing supplies into their shopping cart.
He narrated how it works:
“You search for short term storage and you see an ad for extra space storage. Now you can click into a new dynamic ad experience.
You can select and upload photos of the different rooms in your house, showing how much furniture you have, and then extra space storage with help from Google, AI generates a description of all your belongings for you to verify. You get a recommendation for the right size and type of storage unit and even how much packing supplies you need to get the job done. Then you just go to the website to complete the transaction.
And this is taking the definition of a helpful ad to the next level. It does everything but physically pick up your stuff and move it, and that is cool.”
Step 1: Search For Short Term Storage
The above screenshot shows an advertisement that when clicked takes the user to what looks like an AI-assisted search but is really an interactive advertisement.
Step 2: Upload Photos For “AI Assistance”
The above image is a screenshot of an advertisement that is presented in the context of AI-assisted search. Masking an advertisement within a different context is the same principal behind an advertorial where an advertisement is hidden in the form of an article. The phrases “Let AI do the heavy lifting” and “AI-powered recommendations” create the context of AI-search that masks the true context of an advertisement.
Step 3: Images Chosen For Uploading
The above screenshot shows how a user uploads an image to the AI-powered advertisement within the context of an AI-powered search app.
The Word “App” Masks That This Is An Ad
Above is a screenshot of how a user uploads a photo to the AI-powered interactive advertisement within the context of a visual search engine, using the word “app” to further the illusion that the user is interacting with an app and not an advertisement.
Upload Process Masks The Advertising Context
The phrase “Generative AI is experimental” contributes to the illusion that this is an AI-assisted search.
Step 4: Upload Confirmation
In step 4 the “app” advertisement is for confirming that the AI correctly identified the furniture that needs to be put into storage.
Step 5: AI “Recommendations”
The above screenshot shows “AI recommendations” that look like search results.
The Recommendations Are Ad Units
Those recommendations are actually ad units that when clicked takes the user to the “Extra Space Storage” shopping website.
Step 6: Searcher Visits Advertiser Website
Blurring The Boundaries
What the Google keynote speaker describes is the integration of paid product suggestions into an AI assisted search. This kind of advertising is so far out there that the Googler doesn’t even call it advertising and rightfully so because what this does is blur the line between AI assisted search and advertising. At what point does a helpful AI search become just a platform for using AI to offer paid suggestions?
Watch The Keynote At The 32 Minute Mark
Featured Image by Shutterstock/Ljupco Smokovski
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