📋 Overview
The Keywords tab inside Site Explorer gives you a detailed breakdown of how your tracked domain ranks across search results. Each column surfaces a different dimension of keyword performance. This article explains what every column means so you can interpret your data with confidence.
🧭 How to Access the Keywords Tab
- In the left sidebar, click Site Explorer.
- Select your target domain from the list.
- Click the Keywords tab at the top of the page.
📖 Column Definitions
🔑 Keyword
The exact search query for which the domain holds a ranking URL. This is the term a user typed into Google that triggered your page to appear in the results.
🌐 URL
The specific page on your domain that ranks for the keyword. One keyword maps to one ranking URL at a time.
📍 Position
The organic ranking position of your URL for that keyword in the standard (blue-link) search results. Position 1 is the top organic result. This number reflects only the traditional organic listing — it does not account for any enriched SERP features shown on the same page.
🏆 SERP Features
A separate indicator that shows which enriched result types appear on the search results page for that keyword — and whether your domain owns one of them. SERP Features are special result formats Google displays in addition to standard organic links. Common examples include:
- Featured Snippet — a boxed answer pulled directly from a page.
- People Also Ask — an expandable question-and-answer block.
- Image Pack — a row of images surfaced inline.
- Site Links — additional deep links shown beneath a main result.
- Video Carousel — a row of video thumbnails.
- Local Pack — a map and business listings block.
The column tells you two things at a glance: which features exist for the keyword, and whether your domain is currently capturing any of them. Winning a SERP Feature can significantly increase visibility even if your standard organic Position remains unchanged.
🔍 Position vs. SERP Features — Key Difference
Position measures where your URL sits in the numbered organic list. SERP Features measures whether your domain appears in any of the enriched, non-standard result blocks on the same page. A page can rank at Position 5 yet still own the Featured Snippet at the very top — making SERP Features an equally important metric for true visibility.
📈 Volume
The estimated average monthly search volume for the keyword in the selected country. Higher volume means more potential searchers; use it alongside Position to prioritise which keywords are worth optimising first.
💡 Difficulty
A score from 0–100 indicating how competitive it is to rank for the keyword organically. Lower scores signal easier ranking opportunities; higher scores indicate strong competition from authoritative pages.
🚦 Traffic
The estimated number of monthly organic visits your domain receives from this keyword. Traffic is calculated by combining the keyword's search volume with the expected click-through rate (CTR) for your current Position. Because CTR drops sharply as positions move further down the page, a high-volume keyword at Position 10 may actually deliver less traffic than a lower-volume keyword at Position 2. Use this column to identify which keywords are genuinely driving visitors — not just impressions.
💰 CPC (Cost Per Click)
The average amount advertisers pay per click when bidding on this keyword in Google Ads. A high CPC signals strong commercial intent and indicates that the keyword attracts audiences likely to convert. Even if you are focused on organic SEO, CPC is a useful proxy for a keyword's business value.
🔎 Intent
A classification of the likely purpose behind the search query. The four common intent types are:
- Informational — the user wants to learn something.
- Navigational — the user is looking for a specific website or brand.
- Commercial — the user is researching before making a purchase decision.
- Transactional — the user is ready to take an action, such as buying or signing up.
Matching your page content and calls-to-action to the correct intent improves both rankings and conversions.
💬 Need More Help?
If you need further assistance, open the chat widget in the bottom-right corner of the platform and type human teammate to be connected with a member of our team.
Additional Notes
Traffic — the estimated organic traffic of the analyzed domain (per country). It is an estimate, not a direct measurement from analytics. Also: Search Volume and Keyword Difficulty (KD) column definitions.