Articles on: General FAQ

How is the traffic calculated in Morningscore?

Traffic in Morningscore is calculated based on your domain’s position for a keyword and the monthly search volume for that keyword.


We do not track traffic on your website; instead, the traffic numbers are estimates based on statistical data where positions from 1 to 20 each receive a percentage of the total search volume as traffic.


Here’s the list showing positions and the corresponding percentage click-through rate (CTR) for each position:


  • Position 1 gets 15.00%
  • Position 2 gets 10.00%
  • Position 3 gets 7.00%
  • Position 4 gets 5.00%
  • Position 5 gets 4.00%
  • Position 6 gets 3.00%
  • Position 7 gets 2.00%
  • Position 8 gets 1.60%
  • Position 9 gets 1.30%
  • Position 10 gets 1.00%
  • Position 11 gets 0.70%
  • Position 12 gets 0.60%
  • Position 13 gets 0.50%
  • Position 14 gets 0.45%
  • Position 15 gets 0.40%
  • Position 16 gets 0.35%
  • Position 17 gets 0.30%
  • Position 18 gets 0.25%
  • Position 19 gets 0.20%
  • Position 20 gets 0.15%


Example:

The graph below shows the traffic for each position when ranking for a keyword with 1,000 monthly searches:


Position

CTR (%)

Clicks

1

15.00%

150

2

10.00%

100

3

7.00%

70

4

5.00%

50

5

4.00%

40

6

3.00%

30

7

2.00%

20

8

1.60%

16

9

1.30%

13

10

1.00%

10

11

0.70%

7

12

0.60%

6

13

0.50%

5

14

0.45%

4.5

15

0.40%

4

16

0.35%

3.5

17

0.30%

3

18

0.25%

2.5

19

0.20%

2

20

0.15%

1.5


Brand keywords:

If you rank on a brand keyword from your own website (like lego.com ranking #1 for "lego") or a competitor we (in cases where we detect the brand) multiply the CTR with 3x or decrease it up to 9x (more rare, we only do this with big global brand names that are not product searches). So lego would get 45% CTR for lego.com but not for e.g. toyshop.com.

Updated on: 07/01/2026