Customizing Keywords Columns

One of the great assets of Nightwatch is the ability to customize the columns for displaying preferred data. As different SEO experts are interested in different kinds of information, we came up with this concept to make tracking more transparent and efficient.

Setting Up the Columns

To set up a custom column view, follow the next steps:

  1. Open the website tab,
  2. Click on the pencil icon in the column header to open the menu,
  3. Choose the data that you want to see in the column.

You can choose between the following data dimensions:

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
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) 

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
 


Read next: Integrating Google Search Console and Google Analytics

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