In this article

Take the effort and heavy lifting out of your Keyword Research process with the Keyword Overview tool and get a quick, holistic understanding of any keyword's most important search attributes.

Reveal insights in an instant like search volume, trend analysis, Google SERP structure and SERP features, along with comprehensive competition metrics.

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What is the Value of Keyword Overview?

The Keyword Overview feature allows SEO marketers to quickly conduct analyses of keyword viability for their specific SEO strategies. It enables you to dive into the TAM trends and SERP dynamics of any keyword, as well as assess traffic opportunities, analyze competition intensity, understand competitor strategies, and gain insights into user demographics and related searches – all in one user-centric page.

For Marketers, the Keyword Overview page provides:

  • A gauge on the Total Addressable Market (TAM) of any keyword - providing a trend view of changes over time in core keyword metrics like search volume and clicks. 
  • A summary of keyword or topic performance and relative competition - so you immediately understand specific keyword research signals that help you make strategic search decisions.
  • Deep insight into competitor strategies for keywords, competition intensity and competition against Google - so you can refine your approach and ensure you keep ahead on the SERP.
  • An assessment of the potential traffic range for a targeted keyword.
  • A view of how the SERP is structured for any keyword and what the impact might be of zero-clicks and related SERP features on potential traffic.
  • A viewpoint on user-intent and associated demographics for targeted keyword planning.
  • Opportunities to identify related searches and broader search behavior patterns for content planning purposes. 

  Did you know? Keyword Overview is powered by our Search 3.0 data set. This dataset has vastly expanded coverage of keywords, domains, and covered countries. It allows us to add more filters, metrics and insights to the tool, delivering a more granular and focused analysis, ensuring you always see the most recent and relevant perspective on keywords.

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How to use Keyword Overview

The Keyword Overview tool is found in the Search Intelligence > Keyword Research > Keyword Explorer module.

Enter the keyword or keyword/topic list that you want to see an overview for. 

  1. Using the filters in the upper right, change the time frame so you can view a specific month or the last 28 days to get the most recent perspective on keyword performance. 

  2. Select a specific country filter as well as the device type you wish to analyze: desktop, mobile or all traffic.

    The All Traffic view provides the combined keyword coverage across both desktop and mobile, giving you a holistic understanding of the keyword landscape for the selected website/s.

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What Insights and Metrics does the Keyword Overview provide?

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Metrics

  • Volume: Last 28 Days / Monthly Volume - The monthly average of Google searches for a keyword (over the last 12 months). If based on a keyword list, it is the sum of monthly/last 28 days value.

      Note: Our volume metric is collected and synthesized from Google data only.

  • Clicks: The total number of organic or paid clicks for the analyzed keyword in the selected time period, signaling where a user has clicked on a search result or paid search ad to get to a specific organic or paid landing page. For a keyword list or topic, this is the the sum of monthly/last 28 days value (organic+paid).

      Note: Our clicks metric data is collected and synthesied from all search engines. You may sometimes see a higher number of clicks for some keywords than the volume figure for this reason.

  • Zero Clicks: A Zero-Click search occurs when a SERP displays the answer to a user's query at the top of the page, that does not lead to a click. Understanding the Zero-Click metric for a keyword or keyword list,  helps you optimize your SEO, PPC, and Search strategy for keywords that drive site visits and engagement.
  • SERP Composition: Shows the traffic distribution across classic organic SERP results, organic SERP Features, Search Ads and Product Ads (PLAs)

      Note: Using the example of the keyword “I love Sundays” we can see that it  has 10 clicks in total:  7 on classic organic, 1 on organic SERP Features, 1 Search Ads, and 1 on PLA. The output will be 70% classic organic, 10% SERP features, 10% search ads, 10% PLA.

  • Organic Difficulty: is a numeric measure (0-100) that represents how difficult it is to rank for a particular keyword in search engines. The keyword difficulty score is calculated based on a number of factors, including the number of competing websites, website quality, and backlinks.
  • Paid Competition: this metric allows you to assess the competitive landscape for a paid keyword, giving a competitive index for every keyword or group of keywords. This metric indicates the competitiveness of ad placement for each keyword, helping users gauge the level of competition and adjust their bidding strategies accordingly.
  • CPC Range: is the range of prices that advertisers paid for a click on their ad via the keyword or keyword list selected. The range is derived directly from the Google Ads API which  provides Similarweb with the 20th and 80th percentiles of advertiser bids on keywords. For Keyword Lists, the range is calculated from the minimum CPC value out of all low bids, and the max CPC out of all high bids.
  • Total Spent: gives an estimated spend value on the keyword or keywords within a list, also reflecting the CPC range with a lower and higher estimated spend value Total Spent is calculated by multiplying the CPC range values by the number of paid clicks for the keyword or keyword list selected.  

Graph Insights

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The graph shows the volume and clicks overtime. Users can select the number of months they want to see in the graph (28D, 3M, 6M) and the granularity (D, W, M). 

 

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Highlights the top 5 organic or paid websites receiving clicks from the keyword or keyword list. It provides specific website metrics such as average clicks, a click trend visualization from the previous 12 months and the organic vs paid traffic share.

 

Intent Distribution

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Highlights the dominant keyword search intent for the selected keyword or keyword list, helping reveal more context on the purpose or goal behind a user’s original search query.

 

Device Distribution

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Highlights the search volume distribution across desktop and mobile for the selected keyword or keyword list.

 

Keyword Ideas

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The Keyword Ideas widget gives a sneak peek at keywords provided from the Keyword  Generator tool, helping you to get a ideas of what the long tail around the analyzed keyword looks like. It provides a view of:

  • Related Keywords - Showing the top 5 related keywords to the select keyword or keyword list 
  • Question Queries - Showing the top 5 associated questions queries
  • Trending Keywords - Show the top 5 trending keywords
  • All display the volume, monthly change, 12 month volume trend, Intent, zero clicks, keyword difficulty, CPC, and keyword leader metrics for each keyword.

If you’re doing a Keyword Overview of a Keyword List, then you can also quick-add any of the suggested keyword ideas to your keyword list. 

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