The Organic Positions report allows you to see all of the keywords that a domain has pages ranking for in Google's top 100 results. For every keyword a domain ranks for, you can see the corresponding landing page and a handful of metrics about the nature of that keyword. Running this report on a competitor's domain is a great first step in gathering competitive intelligence.
Top of Report
At the top you’ll see three numbers; the website’s total number of keywords (1) with organic positions (in Google’s first 100 results), the expected monthly traffic from those keywords (2), and an estimation of the cost of those keywords (3).
These numbers give you a quick snapshot into a website’s overall scope of organic search visibility. As you can see above, in January of 2017, SEMrush found 28.9 million keywords where eBay.com had a page ranking in the top 100 results on Google.
From these 28.9 million keywords, SEMrush estimates that eBay receives an average of 112 million monthly site visits.
The third number, $112 million, tells us that if you wanted to bid on the 28.9 million keywords that eBay ranks for, you would have to spend an average of $112 million per month on Google Adwords.
To compare with another example (below), we can see that YellowPages.com ranks for about 15.8 million keywords, bringing around 31.5 million monthly site visits. Getting those site visits from paid search ads would cost roughly $42.9 million per month on Google AdWords.
Traffic and Keywords Graph
Next is a graph measuring the domain’s change in organic search traffic and keywords over time. Traffic indicates the amount of estimated site visits based on the domain’s organic search positions, and the keywords indicates how many organic keywords the domain has positions for. Change the focus between measuring keywords or traffic, and change the time range from 1 month to All Time with the controls above the graph.
Also featured in this graph are your Notes. Notes are the Google icons and red diamonds at the bottom. The Google icons are added by SEMrush indicating days where we noticed Google implement changes to its algorithm, or SEMrush updated its database. We add these notes because a change to Google’s algorithm could influence a website’s rankings, and an update to the SEMrush database could increase the number of keywords we found a website ranking for. Click on a note to read details.
You can also add your own custom notes to keep track of days where you launched a campaign, performed site maintenance, or any other significant dates. Custom notes display as the red diamonds. To control the types of notes shown, click on Notes above the graph and check the boxes you want to see.
Next to that graph is the SERP features table. Here you can see how many special results like knowledge graphs, local packs, or videos are triggered by the keywords the domain ranks for.
By clicking on any of these SERP features, the Organic Search Positions Table will add a filter so you can see the specific keywords that queue that trigger SERP features.
You’ll notice that the SERP features are divided into two categories: linking to domain and not linking to domain.
If they’re linking to the domain, it means that SEMrush recognizes a link from that special result pointing to the domain. A feature under not linking to domain either means that there’s no link within that SERP feature, or SEMrush doesn’t analyze that feature.
View and Download our SERP Features infographic to learn more about these results.
Organic Search Positions Table
Scroll down to the main section of this report. For each keyword in the table, you’ll see:
- Position (where the URL currently ranks in the SERP, and their position from the previous update)
- Volume (monthly average in the chosen database)
- KD (Keyword Difficulty)
- CPC (Cost-per-click)
- Traffic % (The share of total traffic driven to the website from the keyword over the specific time frame)
- Costs % (The share of total traffic cost driven to the website from the keyword over the specific time frame)
- Com. (Competitive Density of advertisers using the given term for their ads)
- Results (Number of search results in the database)
- Trend (The changes in interest for the given keyword over 12 months)
- SERP (A snapshot of the SERP source where SEMrush found the result)
- Last Update (The time when the given keyword was last updated in our database)
The report automatically sorts keywords by traffic %, so the higher up on this list, the more organic traffic the keyword brings to the website.
The SERP column allows you to view the SERP source, or the actual snapshot of where SEMrush gathered this data. Click on the icon and a new tab will open, taking you to the search engine results page where you can see the site’s landing page listed (it will be highlighted) within the rest of the results.
You can also sort and filter these keywords by various metrics. Choose to sort these keywords by most recent position, search volume, keyword difficulty, competition level, total number of results, and when this data was last updated per keyword. This information is updated daily.
To open the filtering options, select the gray “Filters” button above the table of keywords. You’ll see three drop down boxes to customize the type of filters you’d like to apply to the data.
You’ll see there are over a dozen different metrics to filter the results by, including SERP features, category, and keyword difficulty. Add multiple simultaneous filters to narrow the focus of your data down as specific as you need.
Using multiple filters is a great way to build a list of long-tail keywords, topic-specific keywords, or low-cost keywords to target with your site. As of now, there is no limit to the amount of filters you can run on this report.
Using the Export function, users are able to export rows to an excel, csv, or csv semicolon file. Select specific rows to export with the checkboxes to the left of the keywords or choose to export the first 100, 500, 1,000, 3,000, 10,000, or 30,000 with the “Export” dropdown.
Depending on the level of your account, the number of rows you can view in a report will be limited as follows:
PRO users can view 10,000 rows in a report
GURU users can view 30,000 rows in a report
BUSINESS users can view 50,000 rows in a report
These limits apply to your exports, so a PRO user can export a maximum of 10,000 rows from a Positions report.
To view this report with mobile data, make sure you’ve selected the Mobile button beside the domain name (see below). Mobile data is available in select databases.
The mobile version of this report lets you see the total number of keywords and the position distribution trend. However, traffic estimations, traffic cost estimations, search volume, traffic %, and cost % data are not available in our mobile database. These numbers will be grayed out because SEMrush calculates them using the desktop volume data (so they are not perfect calculations of mobile traffic).
The Organic Search Positions table for a mobile report will list the mobile keywords, mobile URLs, and corresponding positions the mobile site holds for each keyword.
Just like the desktop version, users can export a selected number of rows, or the complete report to excel, csv, or csv semicolon.