What each column means
Volume, CPC, bids, competition, difficulty, intent and trend.
Volume
- What it is
- Monthly Google searches, averaged over the last 12 months, in the chosen country
- How to read it
- More volume = more potential visits. Small volume in a niche that sells can be worth more than a big one.
CPC
- What it is
- What advertisers pay per click on Google Ads (in USD)
- How to read it
- A high CPC says that search sells or pays well. Useful if you live off ads (AdSense) or sales.
Low / top bid
- What it is
- The range paid to show at the top of the ads
- How to read it
- Confirms the CPC: if both are high, there's money behind it.
Competition
- What it is
- Low, medium or high: how many advertisers bid
- How to read it
- It's competition in ADS, not in organic results.
Difficulty
- What it is
- 0 to 100: how hard it is to get into the organic top 10
- How to read it
- Under 30 is usually within reach for a small site with good content.
Intent
- What it is
- What the searcher wants: informational, commercial, transactional or navigational
- How to read it
- Build the page that intent expects: a guide, a comparison, a product page…
Trend
- What it is
- The last 12 months of volume in a mini chart
- How to read it
- You see whether it's growing, falling or seasonal.
| Column | What it is | How to read it |
|---|---|---|
| Volume | Monthly Google searches, averaged over the last 12 months, in the chosen country | More volume = more potential visits. Small volume in a niche that sells can be worth more than a big one. |
| CPC | What advertisers pay per click on Google Ads (in USD) | A high CPC says that search sells or pays well. Useful if you live off ads (AdSense) or sales. |
| Low / top bid | The range paid to show at the top of the ads | Confirms the CPC: if both are high, there's money behind it. |
| Competition | Low, medium or high: how many advertisers bid | It's competition in ADS, not in organic results. |
| Difficulty | 0 to 100: how hard it is to get into the organic top 10 | Under 30 is usually within reach for a small site with good content. |
| Intent | What the searcher wants: informational, commercial, transactional or navigational | Build the page that intent expects: a guide, a comparison, a product page… |
| Trend | The last 12 months of volume in a mini chart | You see whether it's growing, falling or seasonal. |
When a value doesn't exist for a keyword, you'll see a dash (—), not a zero: we don't know the value and we don't make it up.
In the tool, each of these columns has an ⓘ next to it with a short explanation.
In Domain mode you also get that site's position, the URL that ranks and the estimated traffic it brings in.
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