Metrics in report

Traffic

Traffic is the product of search volume and click‑through rate (CTR; depends on the website's rank in SE). It should be used as a benchmark when comparing keywords against each other. Traffic is calculated on a monthly basis. On the graphs, it represents the total traffic for unique keywords in the report or URLs.

CTR refers to the potential value based on the page's ranking for a keyword. For example, the 1st rank has a CTR of 30%, the 2nd rank has 25%, and so on. If the keyword is on the second page of search results, the calculated value is further divided by 5: "[!search volume]" * CTR / 5.

I checked the traffic for my website in your tool, and it doesn’t match my actual traffic at all. Does that mean the traffic data for competitors is also inaccurate?

It’s impossible to get precise and 100% accurate information about another website’s traffic. Only the website owner can see this data in webmaster tools, as well as specialists who have been granted access by the owner. All tools that provide traffic data (including Competitor Research in our service) make estimations and predictions based on indirect data, such as rankings and search volume, to help approximate a website’s traffic. After all, the higher a site ranks in search results, the more traffic it typically receives. However, this data is more of a projection rather than an exact figure.

For calculating metrics in Yandex, we use "[this !kind of !volume]" 💡
If the formula includes volume, the "[!]" type is used for reports in Yandex.

Traffic Forecast

Traffic forecast is calculated by multiplying the keyword volume from the previous year by the website's rank over the last month. It is measured monthly. On graphs, it represents the total traffic forecast for unique keywords in the report.

Volume (Impressions)

Volume refers to the estimated number of impressions for a keyword, based on the search engine and location used for the report. On graphs, it displays the total volume for unique keywords in the report.

Rank

Rank represents the website's ranking in organic search results for a keyword. Report data is historical and may not match real‑time rankings obtained through Rank Tracker Tool.

On graphs — Average position of the website for unique keywords in the report (referred to as "Rank" on the Summary Graph). Calculated as the arithmetic mean (sum of positions divided by the total number of keywords).

Cost

Cost is calculated by multiplying traffic forecast by CPC (cost per click). This represents the potential ad cost for a given keyword based on expected traffic. On graphs — total cost of unique keywords in the report.

Cost Per Click (CPC)

CPC in this section is the same as the Cost Per Click metric in Keywords Tool. On graphs — historical CPC trends for keywords. Read more about CPC →

Results

Results indicate how many documents appear in the search engine’s index for a given keyword. On graphs — historical trend of result counts for keywords.

Keywords

Search Keyword — a keyword for which a site or URL was found in the Top 50 search results or appeared in paid ads. Keywords are sourced from our database. On the summary chart Quantity — unique keywords in the report, in line chart — total number of keywords.

Common — keywords where both the competitor and the analyzed URL rank in search results;
Unique — keywords where only the competitor ranks, while the analyzed URL does not;
Total (Organic) — all keywords where the competitor ranks in organic search;
Total (Ads) — all keywords where the competitor appears in paid search ads.

In the Keyword Report, the Word Forms section suggests variations of the analyzed keyword, while the Related Keywords section generates keyword ideas based on top‑ranking competitor websites. How keywords get added to our database →

Click on the number of keywords to view the list 📋
To see competitor keywords or keywords for a specific URL, click on their count.

Visibility

Visibility is the share of potential impressions a website has in the Top results. On the summary chart, it shows the website’s average Visibility. Read more about Visibility →

URL

A URL is a webpage that ranks in the search engine for a given keyword. In the Structure, the Pages column displays the number of pages in the section found in the Top 50. You can view all pages of a section using search.

Elements

Elements are SERP features that appear in the search results for a keyword (Maps, Knowledge Graph, etc.). The charts display the most popular elements found in the search results for the keywords in the report.

Intersection

Intersection is the percentage of overlap between websites semantics. The higher the Intersection, the more competitor keywords will match the keywords of the URL for which the report was generated.

I purchased a report for a small website, and the selected competitors are also small, with low visibility. I know a major competitor, but it wasn’t included. However, when I bought a separate report for this competitor, the first small website appeared as its competitor. Why?

Competitors are selected based on Intersection, meaning semantics overlap. So, the competitors with the highest Intersection will indeed be the most relevant to your website.

Larger websites may not appear in the report because they rank for a vast number of keywords and topics. Their overlap with a more niche website might be minimal.

You can also analyze the Relevance metric — this shows how much another website's keyword base overlaps with yours. A 100% score means your site completely covers the competitor’s semantics, meaning they are a direct competitor (they appear and advertise for the same keywords as you, without having additional keywords where you don’t rank).

A key difference between Relevance and Intersection is that Relevance only considers the competitor’s keywords.

Reverse Relevance is the opposite — it shows how much your site is covered by another.

To see all competitors, including large websites, you can use My Competitors tool. However, in some niches, sites like wikipedia.org, youtube.com, yandex.ru will always appear as competitors, even if they aren’t direct business rivals. Learn more about My Competitors →

Relevance

Relevance is the ratio between two websites, showing how much another site is covered by yours. A 100% score means your website fully covers the semantic core of another website, making it a direct competitor. This means both sites rank and advertise for the same keywords, with no additional keywords where your competitor ranks but you do not.

A key difference between Relevance and Intersection is that Competitiveness only considers the analyzed competitor’s keywords.

Relevance (Reverse) is the opposite — it shows how much your site is covered by another website.

Average (by Topic)

The Average Position for unique URL keywords, calculated as the arithmetic mean (sum of positions divided by their number). The Average by Topic is the Average Position for Common keywords, also calculated as the arithmetic mean.

Median (by Topic)

The Median Position for unique URL keywords, determined as the middle value when all positions are sorted. The Median by Topic is the Median Position for Common keywords, calculated similarly.

Topic

A thematic keyword selected using our formula, which we don't disclose. It has high search volume (though not necessarily the highest) and is neither too short nor too long.

SERP

Search Engine Results Page (SERP) refers to the Top results for a given keyword. In organic results — Top ranking websites in organic search. In paid results — Top ads.

Leader

Website that ranks first place in organic search for a given keyword. Click on the SERP to the left of the leader to see the full Top ranking list.

Word Count

The number of words in a keyword phrase.

Length

The total character count of a keyword phrase, including spaces.

Topvisor Rank

TR — Topvisor Rank. It is calculated using our formula. It reflects a website’s popularity in a specific location — the higher the TR, the better.

How are keywords selected for the summary chart in the Structure section of the URL report?

The chart includes pages grouped by Average Position. The Average Position is calculated as the arithmetic mean (sum of positions divided by their number). The larger the circle, the higher the traffic to the page.

How are websites displayed in the summary chart of the Competitor Research section in the URL report?

The chart shows 30 websites with the highest Intersection to the analyzed URL. Website size is based on Traffic — the larger the site’s representation, the more traffic it has.

What parameters are used to build the Summary chart (Competitor Research, URL report)?

Websites are distributed on the axes based on Relevance and Traffic.

Which keywords appear in the Keywords Cloud chart in the Keyword Report?

The Keywords Cloud displays 30 keywords, sorted by search volume. The larger the keyword's size, the higher its volume.

What metrics are used to build the Summary chart (Keyword Report, Related Keywords)?

Keywords are plotted on the axes based on Search Volume and Cost‑Per‑Click (CPC).

Charts

Scheme — a visual structure of the website, from the analyzed URL down to all nested pages. Unfilled dots indicate pages without any keywords.

Keywords Cloud (Domain or URL Report) — displays 30 keywords from one of the Top groups, sorted by URL length. The larger the keyword size, the higher its search volume.

Top — keywords from the current and previous reports, distributed by ranks in the Top search results.

Sort the table data, and the chart will reflect the same order ↕️
By default, charts are not sorted. To view pages with the highest number of keywords, traffic, etc., apply sorting in the table — this will automatically update the chart accordingly. How to sort data →