Robert Petković
SEO Analytics: When the Numbers are right but the Conclusions are wrong
Being on the other side of the SEO stick, the analytical one, I often see the results of SEO fuckups or misconceptions SEO professionals have when it comes to real human behavior and digital analytics data.
Some of those mistakes come from comparing numbers that should never have been compared in the first place. Others come from trusting data without understanding how it was collected, or from assuming that a change in organic performance must have been caused by SEO.
In this session, I’ll go through some of the mistakes and misconceptions I encounter most often, explain why they happen, and show how easily perfectly valid data can lead to completely wrong conclusions.
Why? Because analytics is rarely about finding a number; it is about understanding what that number actually means.