Advice and answers from the Ahrefs Team

These stats represent the percentage of searches which result in one or more clicks vs the percentage of searches that don’t lead to any clicks at all. 

Let’s take a closer look at the keyword “chauffeur” as an example. Its search volume is 48,000 and its clicks count is 11,113. One may be confused, because 11,113 makes 23% of 48k, not 20%. 

The thing is, those clicks are not distributed within searches equally. 80% of the searches didn’t result in any clicks at all, while 20% of them resulted in some clicks (not necessarily one, it can be 2, 3 and more per search). When summed up, they will make 11+K clicks in total.

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