Keyword Analysis measures actual traffic generated by a particular keyword to a particular site from any search engine - not just a snapshot of the keyword position on the results page. In addition, it includes information on CPC, volume, website position, and landing pages related to the SERP.
Search Volume: Monthly avg. of searches for the keyword in Google in the selected country, over the last 12 months.
Clicked vs. Non-Clicked: A query where another website is clicked to from the SERP. A non-clicked search is a query that is answered directly in the results page so the user doesn't click to a website. The results of these queries will show in a percentage of clicked vs non-clicked.
Search Visits: Clicks on search results, on desktop and mobile web, calculated as a monthly average over the last 12 months. The results will show as a number of search visits as well as a percentage of traffic from organic vs paid.
CPC: Estimated price (USD) per click payable for Google search ads relating to the analyzed keyword. This metric will show as the estimated amount in USD.
SEO/PPC Managers – Qualify whether to start optimizing for a new keyword. Understand the difficulty of obtaining traffic from the keyword, by understanding who is currently competing for it, and better understand revenue potential for untapped keywords.
PPC Managers – Understand paid keywords market share, who is bidding for your optimized keywords, and which landing pages would work best for a particular keyword.
Content Managers – Generate content based on trending keywords for your industry, and drive organic traffic to your company’s website and social pages. Understand which other companies are also incorporating the keyword into their content and optimize accordingly.
Gaining Insights with Keyword Analysis
An analysis of a keyword, “website builder” can reveal that competition is fierce among companies offering this type of solution.
Identify the average number of annual search visits and the estimated CPC value. This could be considered a critical industry keyword based on the number of visits and the estimated CPC value. Take a closer look at the Clicked vs Non-clicked to see if a large percentage of people searching for a keyword are getting their answer without any additional actions. Next you will want to check the ratio between the organic vs paid search visits. This will help define the strategy around this keyword knowing how it operates in organic search.
To identify which websites are receiving traffic from this keyword identify the "Traffic distribution" graph of the top 10 websites. This graph will identify the top 10 websites receiving traffic based on this keyword. You can also move your mouse over the months to understand the traffic distribution month over month. Below the graph you will see additional websites, in addition to the Top 10 receiving traffic from "Website Builder".
For more information, see Keyword Overview & Keyword Analysis