The Traffic Value Metric is a powerful new feature designed to help you gauge the monetary worth of organic search traffic generated by specific keywords.
It calculates the potential value a website can derive from ranking for a particular keyword based on factors such as search volume, cost-per-click (CPC), and click-through rate (CTR).
How Traffic Value is Calculated
For each keyword, the Traffic Value is determined using this formula:
Search Volume (how many people are searching for the keyword)
CTR (the percentage of clicks you receive based on your keyword's ranking position)
CPC (how much the keyword would cost if paid for in an ad campaign)
CTR rates that we use for calculating Traffic Value are as follows:
Formula:
Traffic Value = Search Volume × CTR × CPC
For example:
A keyword with a search volume of 3,000, a ranking at position 1 (with a CTR of 33%), and a CPC of 1.5 USD would generate a monthly traffic value of:
(3,000 × 0.33) × 1.5 = 1,485 USD
Traffic Vallue on Nightwatch Dashboard
You can find the Traffic Value information on your Rankings dashboard as part of the Overview section and Dynamic Columns.
The Overview dashboard shows you the Traffic Value of all tracked keywords for the current date, along with the Traffic Value Change over a selected date range.
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You can also access this metric as part of the Dynamic Columns, where it displays the sum of Traffic Value for each individual keyword over the selected period.
The Traffic Value column shows the cumulative traffic value for the selected period, while the Traffic Value Change column highlights the difference between this period and the previous one.
For example, if a 30-day range for October is selected, the system will compare the Traffic Value with the previous 30-day period.
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The Traffic Value Metric is calculated for the Google Search Engine.
Key Benefits
Monetary Insights on SEO Efforts:
Traffic Value shows users the financial return on their SEO performance for individual keywords. It highlights the value of the traffic generated without relying on paid ads, helping users prioritize high-value keywords.
Informed Keyword Strategy:
By calculating and comparing the Traffic Value of multiple keywords over a date range or across keyword groups, users can focus on optimizing their most profitable keywords. This insight helps SEO professionals make data-driven decisions about where to invest their time and effort for maximum ROI.
Long-Term Trend Analysis:
With dynamic columns, graphs, and dashboards, users can visualize Traffic Value trends over time. This helps them track the progress of their SEO campaigns and adjust strategies for consistent growth.
In summary, the Traffic Value metric offers actionable insights into the financial impact of a site's organic rankings, helping users optimize for higher profitability in their SEO efforts.