In the Related Keywords overview, we mentioned that you can customize your results  by choosing which metrics you see for your keyword list.

Click the small widget icon in the upper right.

We include 3 automatic preset buttons (Simple, SEO, PPC) that choose the best view for what you're hoping to research. Of course you can always click the metrics that you'd like to see for your keywords. Choose what you'd like to see. Skip what you don't.

The best way to serve both SEO and PPC without clouding the tool is to make it more like a salad bar. 

Our more traditional metrics are at the end of the post. Let's start with these more exclusive, valuable keyword metrics.

Mobile Searches (Percent)

When we have a breakdown of how many of the searches for this keyword come from mobile vs desktop, we will show it here.

Desktop Searches (Percent)

When we have a breakdown of how many of the searches for this keyword come from desktop vs mobile, we will show it here. 

Not Clicked (Percent)

Some SERPs return enough information that the user does not have to click any results. There might also be unexpected results that cause the user to abandon the SERP without any clicks. This is the rate that searchers leave the page without clicking any result.

Paid Clicks (Percent)

When we have information on how many searches for this keyword result in clicks on any of the ads, we will show it here.

Organic Clicks Searches (Percent)

When we have information on how many searches for this keyword result in clicks on the organic results, we will show it here.

Monthly Cost

Our estimate of what an advertiser would spend, on average, to advertise on this keyword each month. 

We calculate an average cost per click with the estimated number of clicks from the #2 position. Keep in mind that many factors can easily sway these costs.

Paid Competitors

This is the number of different advertisers buying ads for this keyword in the last 12 months.

Ranking Homepages

We roll up the number of home pages that rank within the first 50 results for this keyword. (It doesn’t count ads, only organic results.) A homepage might be “https://webmd.com” vs a longer path like “https://www.webmd.com/fitness-exercise.”

You might look at this as a ranking signal for this keyword.

SERP First Result

This is the top-ranked page on a similar keyword search. You can see patterns if one piece of content dominates a category.

Volume

This is the estimated number of times this past month that people have searched this keyword. The numbers reflect searches done in the US on Google.com (or in the UK on Google.co.uk if you are looking at UK data).

Keyword Difficulty

We’ve calculated how difficult it would be to rank on this keyword. The score is based on a scale of 0-100 (with 100 being the most difficult to rank for). 

Cost per Click

This is the average amount an advertiser pays Google anytime someone clicks their ad on this keyword. These costs fluctuate depending on many factors, so keep that in mind when you are planning.Clicks

This is the total number of all clicks (organic and paid) made on the SERP over the past month.

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