## **📋 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**

1. In the left sidebar, click **Site Explorer**.
2. Select your target domain from the list.
3. 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.