The hilarious picture above shows how some SEOs look when playing to be scientists. This often occurs when interpreting big data.
Few specific scenarios:
1. Applying the statistical theory of small samples to extremely large samples, like …
2. …using large amount of data to force very small correlation coefficients to become statistically significant.
3. Trying to arithmetically average ratios (like correlation coefficients, standard deviations, slopes, and cosine similarities).
4. Mistaking Cauchy Distributions for Normal Distributions.
5. Adding together intensive properties.
Fortunately, I know of good folks that are doing a great job at educating their search marketing peers (Mike Grehan, Bruce Clay, Danny Sullivan, etc) without playing to be scientists.