The Max Traffic indicator refers to the maximum potential traffic a site could generate on a set of keywords.
This indicator is calculated by multiplying the Search Volume and CTR of a site in Position 1.
Search volume * CTR of site in Position 1
On the keyword “Insurance”, let’s say my site ranks in Position 3. The keyword has a search volume of 10,000. The CTR however, of a site that ranks in Position 1 on this keyword is 15% so to calculate the Max Traffic I could generate if my site ranked in Position 1 on this keyword, the formula would be:
10,000 * 15 / 100 = 1,500 visits per month