One of the great assets of Nightwatch is the ability to customize the columns to display your most 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.

On this page:

Setting up the columns
MULTI-COLUMNS - Adjusting the number of columns in the keyword table
List of keyword columns
- Competitor data dimensions

Setting up the columns

There are 2 ways to set up a custom column view. You can easily DRAG and DROP them or follow the next steps:

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

MULTI-COLUMNS - Adjusting the number of columns in the keyword table

A default setup is 5 columns, however, you can adjust the number of columns in the Manage Columns tab. You can add and remove them to create your own keyword view with the most important data:

List of keyword columns

You can choose between the following data dimensions for your keyword columns:

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
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)

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.

Competitor data dimensions

When you add and configure competitors for a specific URL, these competitor ranking data dimensions will be made available to the columns as well:

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 in ranking
D/W/M Change - Competitor's daily/weekly/monthly change of the keyword ranking