The question on everyone's lips - what's the real cost saving of my organic traffic in money terms? The platform offers a unique insight into this using a metric called "Media Value". Find it in 'Rank Tracking':
The media value calculates a value based on a website’s estimated traffic multiplied by the CPC values for each keyword to show you the potential equivalent spend that would be necessary to achieve that same ranking performance from paid search on a monthly basis! This is expressed as a percentage of the total opportunity on a bar chart with the percentage and total opportunity listed underneath:
The platform provides a detailed view of the media value at keyword level alongside other useful metrics:
Estimated Traffic - the sum of the estimated number of visitors (calculated from the ranking position x monthly search volume x CTR model %) for each keyword.
Estimated Media Value - The value here is calculated based on the estimated traffic multiplied by the CPC values per keyword to show you the potential equivalent spend that would be necessary to achieve that same ranking performance from paid search on a monthly basis.
Potential media value - The amount it would cost according to the estimated cost-per-click (or any CPC values uploaded by you) to buy the amount of traffic equivalent to that of a #1 ranking for the keyword.
Search Volume - This is the number of times this particular search query has been used (within your current ranking configuration) within the last month. A higher number here could be an indication that the keyword in question could be worth chasing if you’re not currently ranking for it. If we currently have no data for a keyword you’ll see a hyphen here. As mentioned, we use this figure towards calculating Estimated Traffic.
'CPC' - This is the current Cost-Per-Click value for paid search results via Google AdWords. Competition is fierce for higher value keywords, but they usually offer great conversion rates and are worth ranking for. If we currently have no data for a keyword you’ll see a hyphen here, showing areas where you potentially provide your own data.