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08.18.10 How Site Statistics Can Be Very Misleading  By Peter Da Vanzo We get presented with graphs and statistics every day. "Most SEOs think keywords in the title tag is an important ranking factor." "Spending on search to rise by $10b". Ever get that feeling that what you're being presented with sounds plausible, but the conclusion just doesn't make sense? Here are a few common ways people try to pull the wool over your eyes with statistics. Some you'll be familiar with. If you've got more, add 'em to the comments :) 1. Built In Bias The sample data supports an obvious agenda. For example, a company is hardly likely to show a graph that shows their product has produced negative results. Try to determine the bias of the person or organisation presenting the data - "what would they want me to hear"? then ask yourself: "what data are they not showing me?" 2. The Average The media loves to state "the average", then neglect to tell you which average they are talking about. For example, the average house price for an area could both be 500K and 200K, depending on what type of average is being used. They could be referring to either the mean, the median or the mode. They often mix these up, depending on what conclusion they want you to reach. 3. Inadequate Sample Size 20% of web designers make over $1M. That may be true if the sample size consisted of ten highest earning people in the industry, and two people just happen to have had a great year. But what if the sample size is all those who practice web design for a living? The outcome may be somewhat different. 4. Meaningless Differences A difference is only a difference if it makes a difference. Potential employee Jill may have an IQ of 120, and potential employee Jack may have an IQ of 118, but does that really mean anything? What if Jill has an attitude problem, and Jack is a great conversationalist? Who would be the better hire? 5. Oh My God!  Al Gore loves this one. The graph that shows some astonishing change in the status quo. The impression is one of significant movement and is meant to shock an audience. Continue reading this article. About the Author: Peter Da Vanzo is the founder of Search Engine Blog.com, a news resource for the search engine marketing industry. He is also a regular contributer on SEO Book. |
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