Advice and answers from the Advanced Web Ranking Team
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The AWR Metrics Index
Every metric in the Advanced Web Ranking reports, in one place: definition, calculation, and where to find it.
Every number AWR reports, in one place: what it means, how it is worked out, which report shows it, and what it is good for. Written for the person reading a dashboard at 9am, not for the engineer who built it.
Rankings & position
Where a page sits in the results, and how that has moved. Everything else in AWR is built on top of these numbers, so it is worth knowing exactly which update date each one reads from.
Visibility & traffic potential
AWR’s own scores. These turn a table of positions into something you can put on one line of a client report — and, crucially, into an estimate of the traffic those positions are worth.
Search demand & keyword data
What people are actually typing, how often, what it costs to buy and what they seem to want. Sourced from Google Ads and from AWR’s own analysis of the top ten results.
SERP features & page real estate
Modern results pages are mostly not ten blue links. These metrics describe what else is on the page, how much of it you own, and how much vertical space you occupy.
SERP stability & change
Two reports answer the question “did the results page itself change, or did we?” — SERP Similarity compares two dates side by side, SERP Volatility tracks churn over time.
Competitive share
The same visibility and traffic maths, applied to everyone ranking in your space. Market Share sizes the pie; Keyword Gap shows which slices are unclaimed.
Difficulty & authority
AWR scores how hard a keyword’s top ten actually is, split into the three things that make it hard: the domains, the exact pages, and the content itself.
People Also Ask
The Questions report treats the PAA box as a surface you can own. These metrics track which questions your keywords surface, who answers them, and whether you hold the answer.
Google Search Console & Analytics
Measured data, not estimates. Once a Google account is synced, these numbers sit next to AWR’s own rankings so you can check a model against reality on the same screen.
AI Search visibility
Measured on the prompts you track on AI engines — AI Overviews, AI Mode, ChatGPT, Perplexity — and on keywords that trigger an AI Overview on Google. The unit of success here is being named or cited, not being ranked.
Brand Intelligence
A different question from AI Search: not “did we show up for this prompt”, but “what does the model already associate with our brand”. Topics are retrieved from the AI engine, not supplied by you.
Every metric, A–Z
Above / Below the Fold, Out of Display
Achieved SERP Features Distribution
Aggregated Keyword Difficulty
AI Brand Mentions
AI Citations Rate
AI Presence %
AI Rankings Rate
AI Traffic Potential
AI URLs
AI Visibility
AI vs Organic Overlap
AIO Block SERP Position
Answering Domains
Average Change
Average Rank
Average Rank (Brand Intelligence)
Avg. Position
Avg. Position (GSC)
Avg. SEs Position
Backlinks
Best Position
Brand Ownership
Brand Share of Voice
Brand Visibility
Branded / Non-branded
Branded Questions
Branded vs Non-branded Traffic
Cannibalization
Citation Flow
Citation Rank
Citations
Citations Visibility
Cited Competitors
Cited Domains
Click Opportunities
Click Share
Clicks
Close Variants
Common Keywords
Competition
Competitor Unique Keywords
Content Score
CPC
CTR
Domain Difficulty
Domain URLs in Time
Estimated Daily Traffic
Estimated Visits
Estimated Visits Distribution
Gap (answer ownership)
Gap categories
Global Searches
Google Algorithm Changes
Highest Rank
Impressions
Improved / Declined (Top Sites)
Improved vs Declined
Keyword Difficulty
Keyword Intersection
Keyword Status
Keywords (top 20)
Keywords Distribution (difficulty)
Keywords in Top 10
Local CPC
Local Estimated Visits
Local Searches
Local Traffic Cost
Market Share
Market Share (Brand Intelligence)
Mentions (Brand Intelligence)
My Unique Keywords
Not Provided Sessions
Organic CTR benchmarks
Organic SERP Features
PAA Coverage
Page
Page Views
Pixel Height
Pixel Position
Pixel Position Trend
Position
Position Stability Score
Position Trends
Previous Position
Products
Quarterly Search Trends
Question Status
Question Topics
Ranked / Not Ranked
Ranking Distribution
Ranking URL Pairs Match
Referring Domains
Search Demand
Search Intent
Search Intent Changes
Search Intent Consistency
Search Volume
Sentiment
SERP Features
SERP Features Changes
SERP Features Spread
SERP URL Changes
SERPs with AI Results
Sessions
Similarity Score
Sponsored
Target URL
Title tag & URL changes
Top Changes Summary
Top Competitors
Top Keyword
Topic Overlap
Topic Search Intent
Topics Average Rank
Topics per Citation
Topics Visibility
Total Click Share
Total Questions
Total Searches
Traffic Cost
Trust Flow
Universal SERP Features
URL Difficulty
URL Intent
URL Intersection over Union
URLs (top 20)
Visibility Distribution
Visibility Percentage
Visibility Score
Volatility
Volatility Trend
Winners vs Losers
Won vs Lost Features
Notes
Definitions describe AWR as of September 2026. Scores marked as estimates — Click Share, Estimated Visits, Traffic Cost, AI Traffic Potential — model likely outcomes from ranking position and search demand; they are planning inputs, not measured traffic. For measured traffic, use the Google Search Console and Analytics metrics in section 09.
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