The Keyword URLs tab of the Keyword Inspector allows you to examine the URLs that appear for each specific keyword in your Keyword List. While it retains most of the metrics from the Keyword List — successes, clicks, and failed clicks — there are new metrics relating to URLs, which are explained below:
  • Impressions. An impression is the number of times the URL was shown to the searcher. Anytime the URL is shown in the Top 10 of the search results list, that’s an impression, even if it was not clicked.
  • Average Rank. The average rank of the URL shows how high it tends to be shown in the results list against other URLs for a specific keyword. This rank can change for different keywords, for the same keyword with different facets selected, and even for the same keyword with the same facets at different times.