An estimation of the maximum amount of traffic that a site can generate on a keyword / group of keywords.
This indicator is internal to the tool and based on a multiplication of the search volume and click rate from the 1st position of a result.
Calculation: Click rate of position 1 * Search volume
For example :
My site is 3rd on the keyword “insurance” which has a search volume of 10,000 (10,000 users typed this keyword into the search engine every month).
The click rate of the 1st position is 15%.
So, the maximum traffic estimated is 10,000 * 15 / 100 = 1,500 visits per month while the estimated traffic would be 10,000 * 11 / 100 = 1,100 visits