Advice and answers from the Advanced Web Ranking Team

Once the two apps are connected, AWR will automatically create a dataset and the rannking, visibility, and/or market share tables inside your selected BigQuery project.

A dataset named awr will appear under your project.

Inside this dataset, you’ll find up to three tables (markeshare, ranking, and/or visibility), depending on the export options you selected in AWR.

The ranking table contains keyword-level ranking data, helping you analyze positions, trends, and search intent.

Columns of the ranking table

• date – the date when ranking positons were updated.

• project – the name of the AWR project.

• searchEngine – the search engine(s) added for tracking in AWR.

• keyword – the keywords added for tracking in AWR.

• website & URL – the domain and specific page found ranking among the search results retrieved from the tracked search engines.

• position – the ranking position across each update date.

• bestHistoricalPosition – the highest position reached since added the keywords to the project.

• bestHistoricalDate – the date when the best historical position was achieved.

• competition – how hard it is to rank for each keyword on the country selected for each search engine, based on the number of advertisers bidding on that term. The value ranges from 0 to 1, where 0 indicates low competition and 1 indicates high competition.

• averageMonthlySearches – average number of searches each keyword has on Google, at the country level, as reported by Keyword Planner in the last 30 days.

• CPC – average cost per keyword with every ad click, as reported by Keyword Planner in the last 30 days for the country selected at the search engine level.

• page – the search engine results page where each ranking URL was found.

• type – the type of search result each URL was found ranking for, such as Organic, Featured Snippet, People Also Ask, Image, or other SERP features reported by AWR.

• keywordGroups – the keyword group(s) each keyword was assigned to in AWR.

• project tag - the custom labels used in AWR to group projects. If in your AWR account you are using tags to organize projects (for example, by client, brand, or market), this field will display the corresponding tag assigned to each project.

• searchIntent & secondarySearchIntent – represent the purpose behind a searcher’s query, based on the Top 10 Google results for each tracked keyword. The primary intent shows the dominant purpose detected across the results pages, while the secondary intent reflects an additional pattern identified within the same SERP. AWR classifies intent into four types: Informational (users seek knowledge), Navigational (search for a specific brand or page), Commercial (compare options before purchase), and Transactional (ready to take action such as buying or signing up).

• previousSearchIntent & previousSecondarySearchIntent – shows the intent from the previous ranking update, allowing you to compare them with the current ones and identify if the dominant or secondary intent has shifted over time.

The visibility table includes aggregated performance data based on keyword rankings.

Columns of the visibility table:

• date – the date when the rankings were refreshed.

• project – the name of the tracked project in AWR.

• keywordGroup – displays the groups that each tracked keyword belongs to in AWR.

• searchEngine - the search engine(s) added for monitoring in AWR

• website – the domain (main website or competitor) monitored with AWR.

• visibilityScore – sum of visibility points assigned to each tracked website based on its Top 30 ranking positions.

• visibilityPercent – search visibility performance percentage, calculated from the visibility score.

• firstPlace / top3 / top5 / top10 / top20 / top30 – the number of keywords found ranking within each position range.

• ranked & notRanked – total count of keywords for which each tracked website owns or does not own a ranking position.

• averageRank – average ranking position of each website across the entire set of tracked keywords.

• movedUp / movedDown / added / dropped – total number of keywords that improved, declined, appeared, or disappeared from the SERPs when compared to previous update.

• onFirstPage & belowFirstPage – the count of keywords for which each website is ranking on the first page vs. those for which is appearing below it.

• netGain & netLoss – total movement of keyword positions between updates. Net Gain is the sum of all positions that moved up, while Net Loss is the sum of all positions that moved down.

• clickShare – estimated percentage of clicks each website may receive from organic search, based on its keyword ranking in a top 20 position.

• estimatedVisits – approximate number of monthly visits a website may receive from its top 20 ranking keywords, based on their related search volume and click share.

• project tag - custom labels used to group projects in AWR. If in you are using tags to organise projects, this field will show the corresponding tag assigned to each project.

• marketShare – The percentage of estimated visits from the total estimated visits that top 20 ranking keywords added for tracking can generate.

The marketshare table summarizes visibility and traffic metrics across top 20 ranking domains for the set of tracked keywords.

Columns of the marketshare table

• date – the date when the ranking data refreshed.

• project – the name of the project set in AWR.

• keywordGroup - the keyword categories each term is assigned to within AWR.

• searchEngine - the search engine(s) on which the keywords are tracked in AWR.

• website – the top ranking domains for the keywords monitored with AWR.

• marketShare – the percentage of each top domain’s estimated visits from the total estimated visits that top 20 ranking keywords can generate.

• urls – total count of URLs each top domain has in the top 20 positions.

• keywords – total number of keywords each top domain has in the top 20 positions.

• clickShare– estimated percentage of clicks that a top domain may receive from organic search, based on its top 20 ranking keywords and their related CTR.

• estimatedVisits – The estimated amount of monthly visits a top domain may receive from its top 20 ranking keywords, based on the keywords’ related click share & search volume .

• visibilityPercent – search performance indicator based on top 20 keyword positions showing how visible each top domain is.

• competitorUniqueKeywords – total number of keywords that each top domain is ranking for in top 20, but the main website of the project is not.

• commonKeywords – total count of keywords that both the main website and each top domain competitor are ranking for in top 20.

• myUniqueKeywords – total number of keywords that the main website of the project is ranking for in top 20, but the top domain competitor is not.

• totalSearches – total monthly search volume generated by all keywords ranking in top 20 for each top domain.