Not all 100% of searches result in clicks. For example, people can search for the right spelling of the word or its definition or anything else, and Google answers a lot of such questions right away. In that case, users wouldn't feel the need to click on search results to find out what they want.
The Search Volume metric of keywords is only the first step to estimate your traffic potential. We process tons of clickstream data to provide you with the accurate “Clicks” metrics that show what percentage of searches actually result in clicks.
To get these numbers, insert the target keywords into our Keyword Explorer 2.0 and switch to the Metrics tab.
There you’ll see a full report on each of those keywords.
The Clicks column shows exactly how many times per month people tend to click some pages when googling this keyword. Some searches result in a lot of clicks, while other high-volume keywords might not bring a lot of traffic from search due to a low number of clicks.
As the example above suggests, the keyword “chauffeur” has a high volume of 48,000 searches per month. But that volume only resulted in 11,113 clicks. It can mean that Google gives people what they wanted right away and they do not need to click on the search results.
The CPS (Click per Search) shows the average number of clicks for all searches. It is basically a correlation between the Clicks metric and the Search Volume of the keyword.
Unlike the “chauffeur” keyword, people search for “chauffeur wow” less frequently, but this keyword actually has more Clicks than Searches. “WoW” here stands for World of Warcraft, and apparently, people are looking for information on how to summon a 'chauffeur' in the game. That makes a completely different search intent.
Here’s what we have CPS metric for. People may not know which result is the best for their search query right away, so they click on a few of them. It means you’ll have more chances to get some traffic even if you can only manage to get to the first page of Google query.
Also, pay attention at the colored graphs there.
- The first graph represents 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.
- Not only organic results get traffic. Google will offer up to 4 ads before other searches. Some of paid results will also get their fair share of clicks. That’s what our second colored graph shows — the percentage of clicks that go to paid pages vs the percentage of clicks on organic results.
Also, note that you can filter your keywords by their number of Clicks or Clicks per Search as it is shown in the screenshot below.
You can find more details about our Keyword Explorer 2.0 in this article: https://ahrefs.com/blog/keyword-generator/