What is Estimated Traffic?
Estimated Traffic
Estimated traffic is a metric calculated by multiplying the click-through rate for that rank position by the average search volume for the keyword. This is the estimated number of clicks that a site receives for a keyword or set of keywords. The CTR for each rank position can be seen via the Rank Index CTR setting. This is also seen as the numerator in the Share of Voice and Share Of Market calculations.
Note: All domain profiles, including those with non-daily tracking, display daily estimated traffic numbers in Rank Intelligence.
Estimated Traffic Calculation
Estimated Traffic = Rank CTR x Avg Search Volume
Estimated Traffic Example
If a keyword is ranking in position 1 (where CTR for position 1 is 30%) and has a search volume of 1,000 the estimated traffic would look like this:
- Monthly: 30% x 1,000 = 300
- Daily: 30% x 1,000 = 300 / 30 = 10
- Note: To find daily estimated traffic, the monthly estimated traffic figure will be divided by the number of days in the month you are viewing.
Estimated Traffic as seen in Rank Intelligence
CTR by Rank Position in the Rank Index CTR setting
Set up your customized click-through rate model to be used when estimating traffic in the Traffic Potential feature. This can be found in the Rank Index CTR section in Settings.
CTR by Rank Position in Research Grid
The Rank Index CTR setting does not apply to estimated traffic in Research Grid, which uses a different CTR model seen below:
Rank | CTR |
1 | 19.3% |
2 | 11.4% |
3 | 7.7% |
4 | 5.2% |
5 | 4.1% |
6 | 3.3% |
7 | 2.6% |
8 | 2.1% |
9 | 2% |
10 | 2.2% |
Estimated Traffic calculated for non highest ranking URLs in the top 10
For keywords where there are multiple ranking URLs from the same domain in the top 10, the CTR will be multiplied by 20% when calculating estimated traffic for the non highest ranking URLs. This does not impact the estimated traffic for a domain's highest ranking URLs for a keyword or keywords where the top 10 ranking URLs are from unique domains.
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