Search Volume:
The average number of monthly searches for this keyword on Google. RankDots gets this from Google Keyword Planner, which tracks real search behavior over 12 months to provide a stable monthly average. Higher numbers mean more people are searching for this topic. However, search volume alone doesn't guarantee traffic—you also need to consider if you can actually rank for the keyword based on its difficulty and competition.
Why it matters: Helps you identify which topics have enough audience interest to justify creating content. Balance high volume with realistic ranking chances. A keyword with 500 searches that you can rank for delivers more traffic than one with 50,000 searches where you can't compete.
Examples: "running shoes" = 450,000 (huge but highly competitive). "trail running shoes for wide feet" = 2,400 (smaller but targetable).
Clicks
The number of times users clicked your website link from Google search results for this keyword (data from last 28 days).
Why it matters: Clicks show real traffic coming to your site. While impressions tell you how often you appear in search results, clicks represent actual visitors taking action. This metric reveals which keywords are actively driving people to your website.
Examples:
150 clicks = 150 people visited your site from this keyword
0 clicks despite high impressions = your ranking or title needs improvement
Growing clicks = your content is attracting more traffic
How to use it: Sort by clicks to find your traffic champions. Keywords with high clicks deserve content updates to maintain performance. Keywords with impressions but zero clicks need better titles or higher rankings.
Impressions
How many times your website appeared in Google search results for this keyword, regardless of whether users saw or clicked it (data from last 28 days).
Why it matters: Impressions measure your visibility potential. They show how often Google considers your content relevant enough to display. High impressions mean you're in the game; what you do with that visibility determines your success.
Examples:
1,000 impressions = your link showed up 1,000 times in search results
High impressions + low clicks = poor ranking position or unappealing title
Low impressions = you're not appearing often for this keyword yet
How to use it: Compare impressions to clicks (CTR) to diagnose issues. High impressions with low CTR suggest improving your page title and meta description. Low impressions mean you need better content or more backlinks.
CTR (Click-Through Rate)
The percentage of people who clicked your link after seeing it in search results. Formula: (Clicks ÷ Impressions) × 100. Shows how compelling your listing is.
Why it matters: CTR reveals if your title and description convince people to click. Low CTR means you're showing up but not attracting clicks—wasted visibility. Good CTR means your messaging resonates with searchers.
Examples:
5% CTR = 5 clicks per 100 times your site appeared
Position 1 typically gets 30-40% CTR
Position 10 typically gets 2-3% CTR
0% CTR with impressions = you need better page titles
How to use it: Low CTR below position 5? Rewrite your page title and meta description to be more compelling. Compare your CTR to your ranking position—if you rank #3 but have low CTR, your title isn't working.
Rank
Your average position in Google search results for this keyword. Position 1 is the top result; position 10 is typically the last result on page one. Based on your highest position whenever you appeared (last 28 days).
Why it matters: Rank determines visibility. Position 1-3 gets 75% of clicks; position 4-10 gets 20%; page two gets 5%. Moving from position 8 to position 3 can triple your traffic. This is your scoreboard for SEO success.
Examples:
- Rank 1.5 = you typically appear in positions 1-2
- Rank 8.2 = you're near the bottom of page one
- Rank 45 = you're on page 5 (almost invisible)
How to use it: Focus on keywords ranking 4-10 (bottom of page one)—these are your quick wins for moving up. Keywords ranking 11-20 need content improvements. Track rank changes monthly to measure SEO progress.