Description of Column Headers

“Ad Pos/Ad Position”
This shows the domain’s most recent ad position and how it compared to last month’s position.  “New” next to the rank shows that the page did not appear in the Top 50 results last month. You can always verify positions using the Historical SERP Cache at the top of the page.

“Organic Rank”
This shows the page’s most recent organic rank and how it compared to last month’s position.  “New” next to the rank shows that the page did not appear in the Top 50 results last month. You can always verify positions using the Historical SERP Cache at the top of the page.

Cached SERP
We keep a SERP screenshot on every keyword we search to confirm all organic and paid results listed.

“Cost Per Click”
The average amount advertisers pay Google anytime someone clicks their own ad for this keyword. The default is “broad match” costs, but exact match and phrase match costs are available. By experimenting in the Google Traffic estimator, we find the cost per click that comes closest to our target Avg. Ad Position of 2.0.  http://screencast.com/t/NHibnmedZL

Find more information on match types here.

“Daily Clicks”
The number of clicks your ad may receive each day for this keyword. Each advertiser’s expected clicks will vary. By experimenting in the Google Traffic estimator, we find the clicks per day that come closest to our target Avg. Ad Position of 2.0.   http://screencast.com/t/NHibnmedZL

“Daily Cost”
What Google estimates you would spend, on average, to advertise on this keyword each day.

By experimenting in the Google Traffic estimator, we find the cost per day that comes closest to our target Avg. Ad Position of 2.0.

http://screencast.com/t/NHibnmedZL

“Est. (Pos) Clicks/Mo.”
The estimated number of clicks expected for the result (in one month).

This is based on an estimated click-through curve. In other words, results at the #2 spot get more clicks than those at the #11 position.

“Est. Click Value/Mo.”
Every click from an organic ranking delivers value. It is similar to PPC costs, but not identical. SEO Value takes a domain’s ranking on that keyword into consideration. A rank of #11 means fewer clicks than ranking on #2. With that drop in rank, we decrease the expected amount of traffic a domain would get from that keyword so its value decreases.

This helps you estimate what ranking organically on this keyword means–in dollars–to a domain. It provides a true reflection of your SEO efforts as well as a measurement of the keyword’s potential value.

“Monthly Searches”
Average number of times each month that Google users search this keyword, based (by default) on exact match figures in the US.  “Phrase, broad, and Global information is provided below.”

Find more information here on match type and local or global markets.

Local (US)
“Local” is specific to US nationwide searches.

Global
“Global” figures include world-wide traffic from Google searches in all countries.

“Number/# of Advertisers”
This shows how many unique advertisers have appeared on this keyword in the last 3 months.

“Ranking Difficulty”
We’ve calculated how difficult it would be to rank on this keyword. It’s not a number out of 100 or 1000. Compare this number to other keywords you’re targeting to get an idea of how to prioritize your SEO campaign.

Ranking difficulty takes into account the strength of the domains, on-page signals like “keyword in title,” and the number of .gov and .edu domains. See more (below) for more details.

“Ranking History”
This charts a domain or page’s organic positions over time. It includes milestones like Google’s algorithm updates and allows you to compare other domains and pages on the same keyword or other keywords for the original domain.

History for paid keywords shows where domains have appeared on an ad and includes the evolution of their ad copy for each keyword.