Total Keywords/Total 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 traffic that comes from the keywords currently being displayed.
Include: This filter lets you narrow your results to keywords that have specific words or phrasing in them. That way you can zero in on a niche without limiting your initial search up front. If you search “pc reviews” you can include “vs” to get comparison ideas.
Exclude: This filter lets you take out results that you don’t want to consider. It’s helpful if some of them don’t match what you offer. For example, search “online tax return software,” but exclude the word “free.”
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). Compare this number to other keywords you're targeting to get an idea of how to prioritize your SEO campaign.
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.
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.
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.
Advertising on higher desktop-search keywords could have different results on research-driven terms like "SAT prep" or "antivirus software."
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.
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.
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.
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.
(Number of) Homepages: This is the number of homepages (from any domain) that rank within the first 100 results for this keyword.
A homepage might be “https://webmd.com” vs a longer path like “https://www.webmd.com/fitness-exercise.”
**Differences in the Export Page**
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.
SERP Features CSV: This lists any special features we saw when we collected the SERP. Sometimes these SERP features might push ads aside or affect how they are clicked.
SERP First Result: This is the most recent top ranked page for this keyword search.
Total Monthly Clicks: This is the estimated number of clicks made on this SERP to any of its paid or organic results.