The AWR Metrics Index

Where your page came up for a keyword on the last update inside the report's date range. One keyword, one search engine, one day. The range runs to the project's search depth — 1, 2, 3, 5 or 10 pages of results.

The same keyword's position at the update before the current one — the number you subtract from to see movement.

The best rank this keyword has ever reached since you started tracking it — your ceiling, useful when arguing that a page has ranked well before.

The best position a landing page reached on the selected date, across all the keywords that page ranks for.

How high a landing page typically ranks across the keywords it ranks for — the counterpart to Highest Rank, which keeps only the best one.

The average position across your whole tracked set — a single number for “how deep in the results are we, on the whole”.

One keyword's average position across the search engines you ticked in the comparison table — how consistently a keyword performs across Google, Bing, mobile and the rest.

The shape of a keyword's ranking over the selected period, so a one-off dip reads differently from a steady slide.

Which page of results the ranking sits on. Page 2 and page 5 are both “not page 1”, but they are very different distances from traffic.

How many of your tracked keywords currently return a result for you, and how many return nothing at all.

Your keywords sorted into position bands — 1st place, 2–5, 6–10, 11–20 and not ranked — so you can see whether a portfolio is top-heavy or stuck on page two.

How many keywords gained ground and how many lost it, broken out at every update in the period — the fastest read on whether a period went your way.

The same win/loss read, but measured end to end: first update of the period against the last, ignoring what happened in between.

How far a keyword moved on average over the period, banded so you can tell routine noise from something that needs looking at.

The page you decided should rank for a keyword, and whether that page is the one Google actually chose.

Flags keywords where more than one of your own pages is competing for the same query — usually a sign to consolidate or differentiate.

Whether a keyword contains one of your brand names. Splitting the two stops brand demand from flattering your non-brand SEO numbers.

Marks keywords that are near-duplicates of another tracked term — plurals, misspellings, reordered words — so you do not count the same demand twice.