Metrics Explanation

Here are the Nightwatch metrics:

Column Description
Rank Best rank from all tracked rank types
Last change Last ranking changed on the keyword with the time from occurence
D / W / M Daily / Weekly / Monthly change of the keyword ranking
Last update Time passed since the keyword was updated
Date added Date when keyword was added
Number of results Number of total results on SERP by this keyword
Owner User who added the keyword (useful when using sub-users feature)
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 CPC (local) Average local cost per click in USD for this keyword (pulled from Adwords API)
Average CPC (global) Average global cost per click in USD for this keyword (pulled from Adwords API)
Location Location configured for tracking the keyword (useful for sorting)
Language Language configured for tracking the keyword (useful for sorting)
Location & Language Location and language merged together (useful for sorting)

Rank columns

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

Column Description
Rank Best rank from all tracked rank types
Organic Rank Organic type keyword ranking
Places Rank Rank of your place on the local map listing widget
Image Carousel Rank Rank of your place on the image carousel (will be replaced with the new Local Pack rank)

Competitor columns

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

Column Description
Rank Competitors rank
Last change Competitor's last change of ranking
D / W / M Competitor's day / week / month change of the ranking

How is average rank 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?

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 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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