nhs.uk

Estimated traffic is calculated using:

Search Volume × CTR (by position)

CTR varies by position:

• Position 1: 30%
• Position 2: 15%
• Position 3: 10%
• Positions 4-10: Decreasing rates
• Position 11+: 0.5%

Estimated traffic value is calculated using:

Estimated Traffic × CPC

This represents the estimated monthly value of the traffic based on the keyword's cost-per-click (CPC) from Google Ads data.