This page contains all the metrics and term definitions used in the various dashboards and data tables in Nightwatch.
Tips to use this page
As this page contains all Nightwatch metrics and terms and it may be hard to navigate, search for a specific term by pressing CTRL + F (for Windows) or Command + F (for Mac).
On this page:
Here are all the metrics used in the URL dashboard in Nightwatch:
The adjusted average position for all the keywords in the list.
General and calculated search engine visibility metrics.
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.
The current distribution of all keywords in Top 3, Top 10, and Top 100.
Count of keywords whose rank improved and count of keywords that dropped.
Sum of sessions in the selected time period. Change is calculated by comparing sessions from the previous period.
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)
Distribution of users who are coming to your website through advertisements, organic or direct search, or referral links from other websites.
The number of new/returning visitors in a given time period.
Keyword filters and columns
Here you can find all metrics explanations for different keyword columns when setting up new Views:
To filter and list keywords containing specific strings.
To filter tracked URL for a specific keyword (useful for setting up Global Views).
Last position change
To filter the number of the last position changed on the keyword.
To filter and list keywords within a specific location.
To filter and list keywords of a set language.
To filter and list keywords with a specific best position for all tracked rank types.
To filter and list keywords with a specific previous position.
To filter and list keywords with a specific best position.
To filter and list keywords with a specific organic position.
Position in local pack
To filter and list keywords with a specific local pack position.
Position in image carousel
To filter and list keywords with a specific image carousel position.
Position for featured snippet
To filter and list keywords with a specific featured snippet position.
Position for knowledge panel
To filter and list keywords with a specific knowledge panel position.
Search volume global
To filter and list keywords with a specific estimated monthly global search.
Search volume local
To filter and list keywords with a specific estimated monthly local search.
Average CPC global
To filter and list keywords with a specific average global cost per click in USD.
Average CPC local
To filter and list keywords with a specific average local cost per click in USD.
To filter and list keywords with a specific daily change position.
To filter and list keywords with a specific weekly change position.
To filter and list keywords with a specific monthly change position.
Keyword date added
To filter and list keywords with a specific date they were added to the tool.
Keyword date last updated
To filter and list keywords with their specific last updated date in the tool.
Ranking Full URL
To filter and list keywords with a specific ranking URL.
To filter and list keywords with a specific tag assigned to them.
To filter and list keywords with a specific search engine it was assigned to when it was added.
To filter and list keywords with a specific device it was assigned to when it was added.
Best rank from all tracked rank types
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
The previous rank of your keyword
Best rank for a given keyword
Start Rank (Currently available in Reports only)
The rank of the keyword on the first day in the selected date range
End Rank (Currently available in Reports only)
The rank of the keyword on the last day in the selected date range.
Date when the keyword was added
Time passed since the keyword was updated
The last ranking changed on the keyword with the time from the occurrence
Keyword evolution graph that shows ranking data for the last 10 days
The type of search engine that is used for tracking (Google, Youtube, Bing, Yahoo, DuckDuckGo, or Google My Business)
Location configured for tracking the keyword (useful for sorting)
Language configured for tracking the keyword (useful for sorting)
Daily / Weekly / Monthly change of the keyword ranking
Weekly change of given keyword
Monthly change of a given keyword
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)
Tracked URL for a specific keyword (useful for setting up Global Views)
The number of daily clicks on your website URLs from a Google Search results page, not including clicks on paid Google Ads search results.
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.
Click-through rate, calculated as Clicks / Impressions.
Opportunities where you could rank or are already ranking (Image Carousel, Local Pack, Featured Snippet, Knowledge Panel)
When you configure competitors for a specific URL, you should be able to display competitor ranking data:
Competitor's best rank from all tracked rank types
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
Competitor's last change of ranking
Competitor's daily/weekly/monthly change of the keyword ranking
Nightwatch also provides the ability to track different ranking types separately:
Best rank from all tracked ranks.
The organic type of keyword ranking.
Local Rank Pack
The rank of your place on the local map listing widget. Indicated with the Local Pack icon next to the rank.
Image Carousel Rank
Indicated with Image Carousel icon next to the rank.
Indicated with featured snippet icon next to the rank.
Indicated with a knowledge panel icon next to the rank.
Keyword metrics calculations for keywords distribution, average position, search volume, click potential and search visibility index
How do you measure the Top 3, 10, and 100 for keyword distribution?
The keyword distribution section shows you how the keywords that you track are distributed after the last update.
For example, if you click on 'Top 3', you will see only the keywords ranking in the first 3 places on your keywords list. If you click on 'Top 10', you will see all the keywords ranking on the first 10 places and so on.
Under the Keyword Distribution in the Overview section and your keywords list below, you see how your keywords are distributed on the current day. Therefore, if you choose date ranges like last day, last 7 days, last 14 days, last month, etc. - you will see all the keywords and their distribution on the current day.
How is the average position calculated?
Average rank or adjusted average rank is a sum of all rankings divided by the number of keywords 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, based on the keyword location you're tracking.
How is click potential calculated?
A certain keyword's click potential is 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 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):
There are other factors involved that will affect your search visibility score:
Other rankings in SERP, such as feature snippets, map rankings, etc.
The position is > 20,
The search volume is 0
Then the Search Visibility will be 0.
Site Audit Overview Dashboard
Here are the definitions of the data used for the Site Audit Overview Dashboard:
Site health is defined as a percent of non-problematic pages.
The total number of pages on a website.
The number of problematic pages on a website.
The number of pages that the system sees as potentially problematic.
The status shows whether the website has a valid SSL.
Page depth is the average number of pages that your visitors view during a single session.
A search engine’s ability to access and crawl content on a page.
The number of pages facing a specific status.
Site Audit Filters and Columns
Here you can find all metrics explanations for different Site Audit filters and columns when setting new Site Audit Views:
A page URL of the website that was site-audited.
The page where a specific page URL is linked from.
Codes that determine the status of a page URL.
Codes that determine the redirection status of a page URL.
Shows whether your URL is a nofollow link. It will contain a rel="nofollow" tag in the HTML if it is.
Shows whether your URL is a noindex link. It will contain a rel="noindex" tag in the HTML if it is.
The number of linking pages found on a page.
Broken links count
The number of broken links found on a page.
Missing alt images count
The number of missing alt images found on a page.
Shows whether the specific page URL is indexable.
Shows the number of internal links that the page URL is pointing to.
Shows the number of external links that the page URL is pointing to.
Load time (ms)
The time (in ms) taken to load or crawl a specific page URL.
The title of a specific page.
The number of characters on a page title.
The description of a specific page
The number of characters on a page description
The number of clicks needed to reach a page from the homepage, using the shortest path.
The H1 found on a page.
The number of H1 tags found on a page
The number of characters on the H1 of a page.
The H2 found on a page.
The number of characters on the H2 of a page.
The H3 found on a page.
The number of characters on the H3 of a page.
Shows the HTML charset attribute of a page. E.g. UTF-8, ASCII, ANSI, etc.
Shows the width and scaling of a viewport on a page (if it is available).
Shows the Open Graph description of a page.
Shows the Open Graph title of a page.
Shows the Open Graph image of a page.
Shows the Open Graph URL of a page.
Blocked by robots
Shows if a specific page is blocked by robots.txt
Shows if a specific page's title is unique across the website.
Shows if a specific page's description is unique across the website.
Shows if a specific page's H1 is unique across the website.
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