What it is
This guide explains every column available in the Keyword Ranking Table in Keyword.com.
It covers:
Ranking columns
Movement metrics
Search metrics (Volume, CPC, Competition)
Google Search Console metrics
SERP feature indicators
Project-level metadata
If you’re unsure what a column represents or how a metric is calculated, this is your reference guide.
Where to find it
You can view these metrics in the Keywords tab for any:
Project
Group
Tag
Customize columns through Settings
Go to Settings → Table.
Under Ranking Table Columns, choose which columns to show in:
Ranking Table: Use the checkbox beside each column name.
Shared reports (ViewKey): Use the Show in Shared checkboxes.
PDF Reports: Use the Show in PDF checkboxes.
Customize columns from the Keywords tab
You can also update the visible columns directly from your keyword table:
Click the columns icon above the right side of the keyword table, beside the gear icon.
Use the toggles to show or hide columns.
Drag the handles beside column names to change their order.
Click Save.
The Keyword column is locked and remains visible.
Ranking columns
Column | Description |
Rank | The current Google ranking position of your tracked keyword for the configured URL, Device, Region, and Location. Lower numbers mean higher positions, for example, #1 is highest visibility. |
Best | The highest ranking position your keyword has achieved since it was added to the project. This does not reset unless the keyword is removed and re-added. |
Start | The ranking position of the keyword on the day it was added to the project. You can manually adjust this value if needed. |
Page | Indicates which page of Google search results your keyword appears on desktop results. For example, Page 1 represents positions 1–10, and Page 2 represents positions 11–20. |
Visibility Score | A percentage score that reflects how visible your domain is for this keyword based on ranking position. Higher positions result in higher visibility scores, weighted using a CTR-based curve. |
For Visibility Score:
Position #1 → Highest visibility contribution
Lower positions → Gradually reduced contribution
Not ranking → 0 visibility
Visibility is useful for aggregating performance across multiple keywords.
Movement columns
These columns show ranking changes compared to previous timeframes.
Column | Description |
1d | Change compared to 1 day ago. |
7d | Change compared to 7 days ago. |
30d | Change compared to 30 days ago. |
Life | Change compared to the rank when the keyword was first added. |
Important:
Movement requires valid comparison data.
If no historical data exists for that period, the column may show blank or N/A.
See the keywords behind a position tracking card
Use Keyword Position Tracking to see which keywords are behind a ranking count or movement.
In Keyword Position Tracking, click a ranking card to see its keywords. Click a positive movement count to open Moved in, or a negative movement count to open Dropped out.
Switch between the ranking bucket, Moved in, and Dropped out to compare the lists.
Select a keyword to open its rank history and search results.
The summary shows how many keywords moved in, how many dropped out, and the net change for the comparison dates. In this demo, 21 moved in and 3 dropped out, giving a net change of +18.
Use Export above the keyword list to download the current list as a CSV.
The project’s dashboard date range also controls the drilldown comparison. Choose All time to compare each keyword from its first check; the drilldown labels this Since start.
Keywords Up uses Up and Down lists. Range cards use the range name, Moved in, and Dropped out.
CSV exports include all rows in the selected list, in its current sort order, up to 50,000 rows. Larger lists are truncated at that limit.
Understanding Rank Volatility
Rank Volatility helps you distinguish a meaningful ranking change from short-term search-result instability.
Keyword.com calculates the signal separately for each keyword using the last 30 days of rank history. The calculation considers:
How often the keyword moved in and out of ranking
The spread between its ranking positions
Its largest single-day movement
Each keyword receives one of three badges:
Low — Rankings are stable. Recent changes are likely reliable.
Medium — Some fluctuation has been detected. Interpret recent changes with caution.
High — Rankings are unstable. Recent changes may not be reliable.
Search engines can sometimes vary results between tracking cycles, particularly for high-volume keywords. Keyword.com automatically re-scrapes highly volatile keywords to help select the most reliable result, but some variance can remain.
If a keyword shows a sudden drop with High volatility, wait for another tracking cycle before treating the movement as a lasting change. A Low badge provides greater confidence that the movement reflects a stable ranking change.
Search metrics
These metrics are collected from external data providers, primarily Google Ads data sources.
Column | Description |
Search Volume (MSV) | Monthly Search Volume represents the average number of searches for that keyword per month in the selected country. It is country-specific, based on Google Keyword Planner data, and reported as exact values rather than ranges. A dash (-) means the value is 0 or data is unavailable. |
Search Results | The total number of results returned by Google for that keyword. Available for desktop searches only and not shown for mobile. |
Competition | Indicates how competitive ad placement is for the keyword in Google Ads: Low, Medium, or High. This reflects advertiser bidding density, not organic SEO difficulty. |
CPC (Cost Per Click) | The average cost an advertiser pays per click in Google Ads, based on the last 30 days of data. Currency is USD by default and can be changed in Project settings. |
Estimated Traffic | An estimated monthly traffic value calculated from your current ranking position and the keyword’s Monthly Search Volume (MSV), using an expected CTR curve. Higher rankings and higher search volume result in higher estimated traffic. If no ranking or MSV data exists, this value may show as 0 or a dash (-). |
Google Search Console metrics
To use these, you must connect your Google Search Console account.
Column | Description |
Clicks | Number of clicks from Google Search results that landed on your property. |
Impressions | Number of times your link appeared in search results. An impression counts even if the result was not scrolled into view. |
CTR (Click-Through Rate) | Calculated as CTR = Clicks ÷ Impressions. If impressions = 0, CTR will show as a dash (-). |
All other columns
Column | Description |
SERP Features | Shows which special SERP features are present for a keyword. A blue icon means the feature is present, but your URL is not featured. A green icon means your URL is featured. Examples include Featured Snippets, Local Packs, Image Packs, Video Carousels, and AI Overviews. |
Search Intent | Displays the dominant intent behind the keyword: C → Commercial, I → Informational, N → Navigational, and T → Transactional. Hovering shows the confidence level. |
Ranking URL | Displays the ranking URL. Single-domain projects show the path only, such as |
Tracked URL | Displays the URL you are tracking. |
Search Location | Indicates the location configured for the keyword. This determines where the ranking is simulated from. |
GMB | If tracking local listings, this shows the associated Google Business Profile name. |
Tags | Shows all tags assigned to the keyword. Tags are used for filtering and reporting segmentation. |
Date Added | Displays the date the keyword was added to the project. Movement calculations use this as the baseline for “Life” change. |
Keyword Source | Shows how the keyword was added: Manual means it was added manually, and GS means it was added through Keyword Suggestions. |
Language | Indicates the language associated with the keyword’s tracking configuration. This determines which localized Google index is queried during rank checks. Language settings affect ranking results, especially for multilingual or international projects. |
Last Updated | Displays the most recent date and time the keyword was checked and ranking data was refreshed. This helps confirm whether the ranking reflects the latest scheduled update. |
Region | Indicates the Google Top-Level Domain (TLD) selected for tracking, such as google.com, google.co.uk, or google.ca. This determines which version of Google is queried when checking rankings. The selected TLD influences how results are localized and can impact rankings, search volume, SERP features, and competition. For example, tracking the same keyword on google.com vs google.co.uk may return different ranking positions and search results. |
Keyword Type | Indicates the device or result type being tracked, illustrated as icons: Desktop, Mobile, or Maps (Local / Google Business Profile tracking). Rankings can vary significantly between device types, so this helps clarify which SERP environment is being measured. |
Customization options
You can:
Show or hide columns
Change sorting order
Set default sorting
Modify position buckets
Adjust keyword count per page
⚠️ Note:
Loading a very high number of keywords per page may slow table performance.
Best practices
Use Search Volume + Rank together for prioritization
Check Rank Volatility before acting on a sudden ranking drop or increase
Use CPC + Competition for commercial value insights
Use GSC metrics for real performance validation
Use Tags to segment keyword strategy
Customize visible columns based on reporting needs