How Estimated Keyword Traffic is Calculated

The formula for estimated traffic is:

Search volume * Click rate of the site's ranking on the keyword

For example:

My site is 1st on the keyword insurance which has a search volume of 10,000 (10,000 users type this keyword every month).

The CTR of the 1st position is 37%. 

So the traffic estimate could be 10,000 * 37 / 100 = 3,700 visits per month. 

It is possible to enter your own click rates on the tool to calculate a traffic estimate. You must then access the "project edition":

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Scroll to step 3:

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Then click on activate. You can allocate different click thru rates for branded and non-branded keywords (provided you have tagged the brand keywords as is).

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