Core Keywords (Kombat category): Keywords that all of these domains rank for. As you add more competitors, this category likely gets smaller. There are fewer keywords that all domains would share.

All Keywords (Kombat category): Keywords that any of these domains rank for. If one domain ranks for a keyword that others don't, that keyword still shows up in this category.

Questions (Kombat category): These are questions inspired by keywords from the "All Keywords" category.

Missing Keywords (Kombat category): These are keywords that the primary domain (the first one listed) does not rank for, but all other competitors do.

You can find more information on how to use these segments here.

Keywords/Estimated Search Volume: These metrics shown at the top of the keyword list will update every time you filter the keywords or change your segment. It shows the keyword count and estimated volume for the keywords currently being displayed.

Keywords Include/Exclude

This serves two purposes. The include filter requires that what you type appears in the results. That helps you narrow the results to specific topics. The exclude filter helps you avoid branded terms you don't want to target or products/categories you don't offer.

Volume: This shows the number of searches done this past month across the US on Google.com (or in the UK on Google.co.uk if you are looking at UK data). We blend data from multiple sources to give a better snapshot of search activity on this keyword, so it won’t be identical to Google’s metrics for search volume.

Keyword Difficulty/Ranking 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).

Keyword difficulty takes into account the strength of the domains, on-page signals like “keyword in title,” and the number of .gov and .edu domains.

Cost per Click: The average amount advertisers pay Google anytime someone clicks their own ad for this keyword. The default is “broad match” costs, but exact match and phrase match are available.

You can find more information on Google's match types here.

Monthly Cost: Our estimate of what an advertiser would spend, on average, to advertise on this keyword each month. We include it with SEO research to help with reference points and benchmarks.

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

Organic Clicks (Percent): Of all clicks made to this keyword's SERP, this percentage measures how many went to organic results.

Paid Clicks (Percent) Of all clicks made to this keyword's SERP, this percentage measures how many went to the paid ads.

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.

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.

Searches 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.

Ads: This is the total number of advertisers we've seen over the last 6 months for this keyword. It's helpful to know how competitive the field is and how many advertisers have tested this keyword over time.

Homepages: This is the number of homepages (from any domain) that rank within the first 50 results for this keyword.

Adult Filters: If we detect any potentially NSFW search terms, we hide them by default and keep them out of the roll-up metrics. You have options to include, exclude, or view them alone in your results.

Cost Selections: You can change the metrics displayed on this page from the default of "broad match" to exact or phrase match.

CPC Selections: The CPC metric is calculated off of broad match metrics, but you can change the metrics displayed on this page from the default of "broad match" to exact or phrase match.

Export pages are usually spreadsheets that cannot rely on icons and charts in the same way that our live pages can. A chart that you see on the live page might appear as a number in the export. Or, we include some notations that are used for sorting purposes on the live page. Because of that, we list any significant differences below.

Is Question?: This TRUE/FALSE notation is used behind the scenes so that we can display the right entries in the "Questions" segment.

Is not Safe for Work? This TRUE/FALSE notation is used behind the scenes to help us show the "Adult Filter" results.