Data Visualization for Analysis of SEO Campaigns – Tutorial

Last Updated: May 12, 2020

In an ideal world of analytics there will be no tables and mountain of text, just charts and graphs through which you can visualize patterns and trends in data and take decisions which are beneficial both for your company and clients. This post is an attempt to get one step closer to achieve this ultimate dream.

It is a no brainer that data visualization can easily highlight the most complex problem to you and can easily explain technical issues to a non-technical audience (like your clients) in an effective manner.

So I think there is no need to reinforce its importance and advantages and we can all jump together straight into the wonderful world of Data visualization. Following are the fields of SEO where we need to visualize data the most:

  1. Competitive analysis
  2. Back Links analysis
  3. Crawling, indexing and site architecture

Competitive Analysis

Visualizing the social media strength of your top SEO competitors

It is always good to know the role social media is playing in the rankings of your competitors. If you have no social media presence and all your competitors do then you’re are losing out on this front.  Here is how I have visualized the social media strength of the top 10 sites on for the keyword ‘car insurance’:

social media analysis1

From this chart, I have got a pretty good idea that social media signals are playing some role in the rankings and I have to be active too on social media, especially Facebook and Twitter to get social shares/mentions. The chart above is a 2-D custom column chart that you can easily create in MS Excel. Here is what I did to create this chart:

Step-1: Scrape the top 10 organic search results from using SERPs Redux bookmarklet.

Step-2: Use the Excel Plugin by Niels Bosma to quickly fetch Facebook likes, Google Plus and Twitter counts for each URL.

Excel Plugin Niels Bosma

Step-3: Select the table and create a column chart in your Excel workbook: Insert menu > Column > 2-D clustered Column (in Excel 2007).

Visualizing the ranking potential of top ten SEO competitors for your primary keyword

vis ranking potential 1

vis ranking potential 2

From these two charts, you can get a pretty good idea of the competition in the ‘car insurance’ space. Here is what I did to create this chart:

Step-1: Log in to the Moz Keyword Explorer tool, enter the keyword ‘car insurance’, select your search engine and country, and then click on the ‘run report’ button.

Step-2: Once you get the report, click on the ‘Export to XLS’ link to download the report into Excel.

Step-3: Select ‘URL’, ‘Page Authority’, and ‘Domain Authority’ columns to create the first 2-D clustered Column chart as shown above.

Step-4: Select ‘URL’, ‘Page Linking Root Domains’ and ‘Root Domain Linking Root Domains’ columns to create the second 2-D clustered Column chart.

Download these charts.

Visualizing the backlink profile of your top SEO Competitor(s)


I consider this visualization as the Mother of all SEO data visualization techniques. The kind of insight that you get through this chart is unparalleled. Through this chart, you can easily and quickly see the X-ray report of the backlink profile of any website. Even the top-notch SEO software in the market doesn’t provide such type of analytical insight yet. And this visualization just doesn’t stop here.

You would be very much interested in knowing exactly which blogs, directories, .edu sites, .gov sites, etc are driving the ranks of your competitors along with the PA, DA, and all other metrics provided by tools like open site explorer. Something like this:

Back Links Analysis Tool

 How I created this chart and what I did to get such valuable insight? The answer is a bit difficult. I especially developed my own tool using MS Access to get such type of data visualization. The chart above on ‘visualizing the backlink profile of your top SEO competitor’ is actually an MS Access Chart and not a typical Excel chart.  To learn more about how you can create this tool, check out my post How to create your own backlink analysis tool.

Visualizing the ranking potential of your SEO competitors at a granular level

Visualizing the ranking potential of your SEO competitors at Granular Level

If you take a close look at these charts you will find that there are two websites that stand out in almost every chart. These websites have pretty unnatural backlink profiles. Most probably they are badly SEOed and may not withstand future algorithm updates. So you get a pretty good idea of the competitive space now. To get these awesome charts I used the SEOmoz SERP Analysis Tool. To use this tool follow the steps below:

Step-1: Run the SEOmoz keyword difficulty report

Step-2: Click on the ‘full report’ button

Step-3: Once you get access to the full report, click on ‘Export to XLS’ link (it usually takes several hours to a day to get the report and you also loose 1 credit.  So be careful what you wish for. Download the report into excel.

Step-4: Select different columns to create different column charts as mentioned above.

I have done all the hard work for you. Download all of these charts now.

Please Note: You can also use SEOmoz API to fetch the data if you are really technical. I avoid the usage of APIs in blog posts to keep them simple.

Visualizing backlinks overlap between websites


Through this Venn diagram, you can visualize backlinks overlap between websites. You can also get a complete list of overlapped linking domains. These are those domains that are linking out to two or more of your competitors. Getting links from such domains is relatively easy. So it can help you with your link building campaign.

From the diagram above you can see that the website 1 has got links from 12 domains. Out of these 12 domains: 5 domains link out only to website A, 3 domains link out to both website 1 and website 3, and remaining 4 domains link out to website 1, website 2, and website 3. This is what this Venn diagram is all about. All the numbers on the diagram are clickable (in the actual tool) and you can see the list of overlapped linking domains in the text area below the diagram.

I have used mock data here for simplicity. You can replace websites 1,2 and 3 by your competitors’ websites and use real data in the text fields. You can download the linking domains of up to 4 websites using open site explorer (click on the linking domains tab and then download the list) and then copy-paste the linking domains list into the text boxes of the corresponding websites as shown above to create the Venn Diagram.

The tool that I have used to create this Venn diagram is known as Venny and the credit for discovering the great usage of this awesome tool goes to Kelvin Newman of He has put a nice video on his website that tells in detail how to use this tool efficiently.

Visualizing the overall ranking potential of your website and that of your competitor


Here I am visualizing the ranking potential of BBC and CNN websites. As you can clearly see BBC has, stronger ranking potential than CNN. This is something that you can easily explain to any non-technical person without the need to explain DA, PA, and other OSE metrics.  I developed this Radar Chart through an SEOmoz lab tool known as Visualizing Linkscape Data. You can’t get this type of visual insight from anywhere else.

Visualizing the link growth/velocity of your website and your competitor

link velocity

This chart visualizes the link growth of the BBC and CNN websites. As we can see from the chart, CNN has sped up its link building efforts and is on its way to beat the BBC. Come on BBC! Don’t let us down. You can get similar insight for any website(s). I created this chart through Majestic SEO BackLink History Tool.

Back Links Analysis

Visualizing the Geographic Profile of a site’s backlinks


You would be interested in knowing the geo-locations of your backlinks. The chart above shows the backlinks profile of an English website hosted in the US. Since it is an English website, so it is pretty natural to have the majority of links from English speaking countries. But let us suppose your website is in Hindi (my native language).

If such a website is acquiring the majority of its links from English speaking countries like the US and UK then I will be really surprised and would like to investigate. Often such links turn out to be spammy. This type of visualization is more useful to those marketers who are into international SEO and who deal with multiple language websites.

To get this chart I used the Advanced Report of the Majestic SEO Tool. Follow the steps below to get this chart:

Step-1: Log-in to your Majestic SEO account and click on the ‘reports and tools’ link at the top right-hand side.

Enter the URL of the domain whose backlinks you want to analyze in the ‘Analyse a New Website’ text box. From the drop-down menu select ‘URL Level advanced report for….’ and then click on ‘create a report’ button. This way you can create an advanced report.

Please Note: You can create an advanced report for a domain for free if you can verify the domain ownership in your Majestic SEO account. If you can’t verify the domain ownership then you need to subscribe to their paid service.

Step-3: Click on the ‘Summary Reports’ drop-down menu at the top and then click on ‘countries’. You will see a report like this:


Step-4: Click on the ‘Export Report CSV’ link at the bottom left-hand side and download this report into Excel. Select the ‘country’ and ‘backlinks’ columns and create a 2D Clustered column chart.  You can also create a pie chart if you like.

Visualizing the anchor text distribution analysis of a website


This word cloud is the visual representation of the anchor text distribution of backlinks of a leading insurance website. Their link building bus seems to be going towards the gray area of SEO: over-optimized anchor text.

You can see how the keyword ‘insurance’ is on its way to dominating its brand name followed by the keywords ‘online’ and ‘car’. They should focus on getting more links with the brand name as the anchor text before their backlink profile starts looking unnatural to the point that we no longer need this word cloud.

Consider this bus as a warning system for over-optimized anchor text. To get this bus, follow the steps below:

Step-1: Scan your website using ‘open site explorer’

Step-2: Click on the ‘anchor text’ tab and then click on ‘download CSV’ link to download the list of anchor text into excel.

Step-3: Copy the column which contains all of your anchor text in your excel document and then paste them into Tagxedo to create a word cloud. Tagxedo provides a lot of layouts, colors, themes, shapes, etc. I selected the bus as the shape.

Visualizing the quality of backlinks of a website

This chart shows the distribution of backlinks to a website in the ‘signs’ industry and is a great way to visualize the quality of links a website has acquired. Dr. Pete gets the credit for discovering this awesome way of linking profiling. To create this chart, follow the steps below:

Step-1: Scan the website through Open Site Explorer (OSE)

Step-2: Select “Show [Followed + 301]”, select “from [External Pages Only]”, Select “to [All Pages on the Root Domain]”

Step-3: Export results to CSV/Excel

Step-4: Download the worksheet created by Dr. Pete.

Step-5: Export Open Site Explorer results from Excel and paste it into the first worksheet (“OSE Data”). The second sheet (“Domains”) will automatically strip out the sub-domains. The third sheet (“Max PA”) is a pivot table that calculates the maximum Page Authority for each sub-domain and then collapses that into the 10 buckets.

Please Note: You may need to refresh the Pivot Table (Go to ‘Data’ Menu and Click ‘Refresh All’ in Excel 2007)

Crawling, indexing and site architecture

Visualizing the informational architecture of a small website


This map visualizes the site architecture of one of my website Visualizing the structure and information architecture of a web site can help a lot in understanding the crawlability, indexing, and usability issues of the site. I developed this map through a tool known as Power Mapper.

This tool has a web browser type interface. So if you can use a web browser then you easily use this tool too. Just enter the URL of the website you want to map and then click on Map > Map Entire Site. Boom! You can map the entire site and that too using 7 different styles of the map.

The style that I have used for my map is known as ‘Electrum’. You can also restructure the site structure produced by this tool through a simple drag and drop. In this way, you can create a new prototype of your website structure. The only downside of this tool is that it doesn’t work well for very big websites.

Visualizing the informational architecture of very big and complex websites

The only way I could find to analyze and visualize the information architecture of very big websites is to break down the data into edges and vertices and then look at individual sections of a website instead of the whole website.

If you try to visualize the information architecture of a very big and complex website in a single view, then all you will see is a big black hole. You can’t see the number plates of each and every house and buildings in London in one view no matter how powerful your telescope is, can you?

Big websites are just like megacities; large, and complex. Each web page of the site represents a house and the name (title tag, main heading) of each web page represents the number plates. So you need to learn to navigate while you visualize. I use the graphic visualization tool called NodeXL which has been specially designed to study large and complex social networks.

There are tons of graphic visualization tools out there like Graphviz, Cytoscape, etc. But NodeXL is my personal favorite, mainly because it is an Excel template, it is easy to use unlike Graphviz and other visualization tools and above all it’s Free. You can get the data from Xenu Link Sleuth, Screaming Frog SEO Spider, or Open Site Explorer. Xenu link sleuth and screaming frog are good tools to visualize site architecture. OSE can also be used for this purpose but I mainly use it to visualize internal and external link flow of a website.


 I made this chart through NodeXL. It visualizes the link flow from the home page to other pages on the website. By hiding vertices and edges you can visualize any section of a website no matter how big or complex it is. Explaining how I developed this chart is beyond the scope of this post. You can read the NodeXL Tutorial until I come up with another post just on this. Anyways I have opened up a world of possibilities for you to experiment with. It is not very hard. Trust me.

Visualizing the wireframe of a website


This is the wireframe of a landing page of I created this wireframe in a second and in just one click through Wirify bookmarklet. This bookmarklet can help you lot in usability testing and in understanding the wireframes of your competitors. It can also help you with your PPC landing page design.

Visualizing crawl diagnostic issues

visualizing crawl diagnostic issues
All these charts (and many more) are available in the SEOmoz web app under the ‘crawl diagnostics’ menu. You don’t need to make them. Just select the one you would like to see from a drop-down menu.

The cool thing about these charts is that not only you can visualize the various crawling issues but can actually see the progress made on on-page SEO efforts over time. For example, you can see from the charts that duplicate page titles and page contents are on a rise. This may be due to some CMS issue and you need to look into it. Such type of insight is not available in any other tool and this is why they are special.

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