If you work in marketing or SEO, looking at data is essential to your day-to-day.
You’re probably analyzing performance to see the results of your efforts, assessing the impact of Google’s latest update, or working on a case study to share with the SEO community.
But when dealing with SEO data, things are not always what they seem. How you perceive data on a high level may not necessarily be valid once you dig deeper.
You need to be thorough, or your assumptions or insights that looked solid initially may be inaccurate.
Throughout my career, I’ve seen many pitfalls that marketing and SEO professionals can encounter when dealing with data. Below are five examples.