Keywords and Keyword Analysis

Is the traffic share taken out of the total search volume?

No. Volume is the number of times someone searched for a keyword; bear in mind, however, that not all searches lead to a click of a result: users might either refine their search or just find the information they were looking for within a SERP feature. Traffic Share is taken as a % of all traffic, i.e., every time someone clicked on a result following a search. Also note that Google provides us volume figures, whereas we calculate visits based on our own data.

What is the difference between Traffic Share and Traffic Trends?

  • Traffic Share: Contains a distribution of the traffic share for up to 10 chosen domains within the selected time-frame and country. Represents 100% per month, so what you see in the graph is a monthly traffic share distribution.

  • Traffic Trend: This new view scales the whole graph to the maximum traffic point during the analyzed period. This view gives a real sense of the seasonality of keywords as well as what may have been trending more recently.

Do you capture paid search (PPC) for all types of Google searches? For example, Google Shopping is probably mostly paid search, but on SimilarWeb, if you filter by Google Shopping, it says it's 100% organic.

When we see traffic from specific types of Google Search, other than regular Google Search (such as Shopping, Image,, News, Maps, Video, etc.), we aren't able to differentiate between paid vs. organic. So while we do see all the traffic, it's currently all shown as "organic."

When does keyword volume and cost per click (CPC) get updated?

Volume and CPC come from Google's Adwords API. Google usually releases the data for the previous month on a two week delay. So you'll usually see the data refresh around the 14th of the following month.

Why does a keyword’s destination URL change month to month? Is this URL the result of the most clicked on a keyword?

We collect SERP data frequently, so this URL is the most recent landing page we've seen with the highest position, not necessarily the most clicked on.

Why do similar keywords have the exact same volume and CPC?

You might find that similar keywords (plurals, for example, like nike vs. nikes) might have the exact same Volume and CPC. This is in line with how Google shares the data with us. They are known to sometimes aggregate certain keywords, but nobody knows the exact algorithm they use.

How is it possible that there are more keywords results when filtering by a specific country than by Worldwide?

For both worldwide and each individual country, we have data for the top 10,000 keyword results per month for each in our database (paid & organic combined). In some cases, the keywords that we show for a specific country that we don't show for worldwide had a lower traffic share, and therefore, they made the cut to be displayed for that country, but not worldwide.

Note: If you take away all filters (except for country) and filter by one month, you can see more than 10,000 results. Here's an explanation of why:

  • We show keywords (in addition to the original 10,000 from our database) for which we didn't actually see any traffic to the website. You can recognize these keywords because they will have a 0% traffic share.

  • Also, note that for the 10,000 keywords we do have data for (meaning we detected traffic from them to the website), this will not necessarily translate to exactly 10,000 keywords (with traffic share over 0%). This is because in our database, out of the 10,000 keywords we have data for, some may be duplicates. For example, if the keyword "books" sends traffic to amazon.com, it would appear once in the results. But in our database, it could be listed multiple times because it would be listed once as organic Google, once as PPC Google, once as organic Yahoo, etc. Meaning the keyword "books" would account for 3 out of the 10,000 results in our database but only be shown once.

How is traffic share calculated?

For each site and month, we keep the top 10,000 keywords from the contributor network and 10,000 keywords from scraping. The contributor network data has visits per keyword.

When a user queries one month of keyword data, and the site has more than 10,000 keywords from the contributor network for that month, then the keyword data we have is not 100%.

Why is there a higher percentage of traffic share when summing up the total traffic share when filtering by a word in ‘Keywords’ than for that same word in Keyword Phrases?

In general, based on the methodologies, we would expect the two numbers to be quite close but not perfectly aligned. This is because there's something that can cause the number of Keywords to be higher than the one in Keyword Phrases.

For example, let's say we're analyzing uniqlo.com and looking at:

  • Filtering the keyword results to include all KWs that contain "shirt."

  • Looking at the Keyword Phrase "shirt."

Let's say these are all the keywords that we see for “shirt”:

  • linen shirt

  • uniqlo shirt

  • polo shirt

  • sweatshirt

  • overshirt

Only the first 3 keywords will be part of the Keyword Phrase "shirt" because the logic which creates a Keyword Phrase looks for individual words; it doesn't look for the string of letters within other words.

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