I couldn’t stay silent on this issue anymore. Every time I see an SEO report that includes things like year-over-year or month-over-month data broken down by keyword or non-branded organic traffic, I die a little inside. Why you ask? Because it’s junk data. There’s a concept that tethers statistical analysis called the representative sample. If a sample is representative of the total population you can do analysis on it just as you would the entire population. However, when you carve out all the keyword data from organic visitors to your site who were logged in to Google, used Firefox 14 or Chrome 25 or newer, and who came to your site via the local carousel, what your left with is some mutation of your total data population.
Learn more in my presentation about why this is junk data and what you can use organic keyword data for without violating basic scientific principles. I included annotations in this presentation to help you follow along.
Links From Presentation
You can get all the links I shared or referenced in my presentation from this bil.ly bundle.