Metrics Explanation

Here are all the metrics used in the dashboard:

URL's Dashboard:

SECTION - METRIC DESCRIPTION    
SEO Stats - Page Authority                                                                                Page Authority is a score that predicts how well a specific page will rank on search engine result pages  (SERP). Data source: MOZ (updated every 2 weeks)
SEO Stats - Domain Authority Domain Authority measures the strength of entire domains or subdomains. Data source: MOZ (updated every 2 weeks)
SEO Stats - URL Rating URL Rating measures the strength of a target URL's backlink profile and the likelihood that the URL will rank high in Google. Data Source: Ahrefs (updated every 3 weeks)
SEO Stats - Domain Rating Domain Rating shows the strength of a given website's overall backlink profile. Data source: Ahrefs (updated every 3 weeks)
SEO Stats - Citation Flow Citation Flow measures the link equity or 'power' the website or link carries. Data source: Majestic (updated every 2 weeks)
SEO Stats - Trust Flow Trust Flow measures the quality of the link. Data source: Majestic (updated every 2 weeks)
Visibility - Average Position The adjusted average position for all the keywords in the list.
Visibility - Search Visibility General and calculated search engine visibility metrics.
Visibility - Click Potential  Click potential tells you an estimated number of clicks you should be expecting based on your current rankings and search volume for the chosen keywords.
Visibility - Keyword Distribution The current distribution of all keywords in Top 3, Top 10 and Top 100.
Visibility - Keywords Up/Down Count of keywords whose rank improved and count of keywords that dropped.
Traffic (GA) - Total Sessions Sum of sessions in the selected time period. Change is calculated by comparing sessions from the previous period.
Traffic (GA) - Audience The number of visits to your page, the number of actual visitors (having at least one session in the given period) and bounces (how many times users enter and exit your site from the same page)
Traffic (GA) - Aquisition Distribution of users who are coming to your website through advertisements, organic or direct search, or referral links from other websites.
Traffic (GA) - New/Returning The number of new/returning visitors in a given time period.
Backlinks - Active Backlinks The number of active backlinks pointing to your website.
Backlinks - Backlink Diversity The overview of how many referring domains, IP's and Subnets your backlinks are coming from.
Backlinks - Backlink Quality Quality is determined by URL Rating metrics. High quality (UR more than 50), Medium quality (UR between 20 and 50), Low quality (UR between 2 and 20), Suspicious (UR lower than 2).
Backlinks - New / Lost The number of new backlinks pointing to your website and the number of lost backlinks.

The Keywords Lists

Here you can find all metrics explanation for different columns when setting new views:

COLUMN                      EXPLANATION
Rank                             Best rank from all tracked rank types
Organic Rank Organic type keyword ranking
Image Carousel Rank The rank of your place on the image carousel
Local Pack Rank The rank of your place on the local map listing widget
Previous Rank  The previous rank of your keyword
Best Rank Best rank for a given keyword
Start Rank (Currently available in Reports only) The rank of the keyword when you first started tracking it
End Rank (Currently available in Reports only) The last rank for a given keyword
Added on Date when the keyword was added
Last Update Time passed since the keyword was updated
Last Change The last ranking changed on the keyword with the time from the occurrence
Evolution Keyword evolution graph that shows ranking data for the last 10 days
Search Engine The type of search engine that is used for tracking (Google, Youtube, Bing, Yahoo or Google My Business)
Location Location configured for tracking the keyword (useful for sorting)
Language Language configured for tracking the keyword (useful for sorting)
D/W/M Change Daily / Weekly / Monthly change of the keyword ranking
Weekly Change  Weekly change of given keyword
Monthly Change Monthly change of a given keyword
Results # Number of total results on SERP by this keyword
Search Volume (local) Estimated monthly local searches for this keyword (pulled from Adwords API)
Search Volume (global) Estimated monthly global searches for this keyword (pulled from Adwords API)
Average Cost per Click (local) Average local cost per click in USD for this keyword (pulled from Adwords API)
Average Cost per Click (global) Average global cost per click in USD for this keyword (pulled from Adwords API)
URL Tracked URL for a specific keyword (useful for setting up Global Views)
Daily Clicks The number of daily clicks on your website URLs from a Google Search results page, not including clicks on paid Google Ads search results. 
Daily Impressions The number of times any URL from your site appeared in search results viewed by a user (daily), not including paid Google Ads search impressions.
Daily CTR Click-through rate, calculated as  Clicks / Impressions * 100.
Opportunities Opportunities where you could rank or are already ranking (Image Carousel, Local Pack, Featured Snippet, Knowledge Panel)


Rank Columns

Nightwatch also provides the ability to track different ranking types separately:

Rank  Best rank from all tracked ranks.
Organic Rank Organic type of keyword ranking.
Local Rank Pack The rank of your place on the local map listing widget. Indicated with the Locak Pack icon next to the rank.
Image Carousel Rank Indicated with Image Carousel icon next to the rank.
Featured Snippet Indicated with featured snippet icon next to the rank.
Knowledge Panel Indicated with a knowledge panel icon next to the rank.

Competitor columns

When you configure competitors for a specific URL, you should be able to display competitor ranking data.

COLUMN DESCRIPTION
Rank Competitor's best rank from all tracked rank types
Organic Rank Competitor's organic type keyword ranking
Image Carousel Rank Competitor's rank on the image carousel
Local Pack Rank Competitor's rank on the local map listing widget
Last Change  Competitor's last change of ranking
D/W/M Change Competitor's daily/weekly/monthly change of the keyword ranking

How is the average position calculated?

Average rank or adjusted average rank is a sum of all rankings divided by the number of keywords that you’re tracking for a particular URL or website. For a better representation and comparison, we use  a maximum search depth ranking (100 in most cases) for the keywords that are not ranking anywhere in the searched results.

How is search volume defined?

Search volume is defined as average monthly searches for a particular keyword on Google. One is global search volume (the total number of all searches globally) and local, which is based on the keyword location that you're tracking.

How is click potential calculated?

The click potential of a certain keyword calculated by the number of local searches for this keyword (local search volume) multiplied by an average CTR for that keyword ranking on Google. It is a good indicator of how many clicks you should be getting when ranking on the first page of SERP.

How is the search visibility index calculated?

Search visibility index is a metric representing the percentage (values between 0 and 100) of potential conversion traffic a given keyword (or set of keywords)   has  based on their ranking. Rank #1 is considered to be 100%, the rest of the ranks ratios being proportional to their average CTR values.

CTR rates that we use for calculating click potential and search visibility (as of Dec 14th, 2018):

Rank CTR Rank CTR
1 34.76 11 1.93
2 15.08 12 1.74
3 9.25 13 1.58
4 6.54 14 1.44
5 5 15 1.33
6 4.01 16 1.22
7 3.33 17 1.14
8 2.84 18 1.07
9 2.64 19 1.00
10 2.17 20 0.94

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