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Data to Visualize
- data 1: Popular Keywords in a certain domain
- data 2: The traffic (times be searched) for each keyword
- data 3: The overall traffic for each website
- data 4: Power score of each website for each keyword (scale: 0 - 1000)
(How easy a website can be found by searching a keyword) - data 5: The overall visibility of the website
Output and Goals
- Represent all relevant data (nominal, ordinal, and quantitative) in one interactive visualization.
- Discover the correlations between keywords, traffic, page rank and the overall visibility of a website.
- Identify the ideal keywords with high traffic and low competition
Low-Fi prototype
First Version: Bar chart
Each website is represented by a single row, each keyword is represented by a bar.
The height of the bar is the power score of this website by searching a certain keyword
The width of the bar is the traffic score of the keyword
The order of each row represent the overall visibility of the website. The upper, the more visible.
Advantage: data is clearly represented in an intuitive way
Disadvantage: If there are many website under study, it is hard to discover the general pattern from the multiple parallel rows.
Second Version: Concentric Circle Rings
Combine all of the websites together to build the Concentric Circle Rings.
Each keyword is represented by a sector of the circle, the Arc Length represent the traffic score of that keyword. The keyword of higher traffic will have longer arc.
Each circle ring represents a website, we assume that the website only contain the keywords under study. So all keywords together compose the entire circle ring. The width of the ring represents the overall traffic of the website, which is not necessary related to the traffic of keywords.
The outer ring represents the website have a higher overall visibility level, and the inner ring indicates a lower visibility level.
Orginally, we plan to use the full color spectrum to represent the power score of each website for each key, as follow. The visualization looks pretty messy, because too many different colors involved. It is not helpful for users to effectively discover correlations among the variables or get insight into the overall pattern.
Final Version
In the end, we simplify the color spectrum by only using two major colors: red and blue. If the website for a keyword has high power score which means by searching this keyword the website appears on the top of the search result, the color of the keyword in the ring of that website tends to be red. On the contrary, low power score make the color closer to blue.
We also noticed that a website might not necessary contain all of the keywords. In this case, we use black color to demonstrate the absence of the keyword in a certain website.
More interaction functions were designed in the final Low-Fi prototype.
- User can zoom in and out to view the visualization at different level.
- Additional keyword or website of interest could be added into the visualization.
- Left click of keyword name or website name could highlight the selected sector or ring in the visualization
- Multiple selection of the keywords or website are allowed.
- Right click of keyword name or website name will provide options for users to remove them, so as to simplify the visualization and focus on only a subset of the data.
One of the most important goals of this project is to help our client identify the ideal keywords with high popularity and low competition. With regards to the visualization, that is to find the keyword of relatively longer arc (high traffic) and relatively more blue (competitor's page rank is low by searching this keyword) or black (competitor just don't contain this keyword) area.
