Modeled Traffic FAQs

What is Modeled Traffic?

Modeled Traffic (formerly known as TrueTraffic) is Conductor's solution for discovering how much organic traffic your content drives based on when it appears in the results for a given keyword. Modeled Traffic calculates the traffic generated by individual keywords based on their online visibility, consumer demand models, and behavior models. With a clearer picture of the keywords driving traffic to your site, you can make informed decisions on how to prioritize your content creation and search initiatives.

How is Modeled Traffic Calculated?

Modeled Traffic calculations are based on monthly search volume, organic rank position, and clickthrough rate. The scope and source of these metrics depends on the feature you are using in Conductor:

• In Explorer and Content Guidance
  In Explorer and Content Guidance, Conductor calculates Modeled Traffic totals with data from our data partner Semrush, including monthly search volume, organic rank position, and clickthrough rate. Conductor calculates Modeled Traffic figures in these features with data that is no older than one calendar month.
• In Keywords and Keyword Groups
  When you report on Standard Rank in Conductor's Keywords and Keyword Groups reports, Conductor calculates Modeled Traffic totals with its own search volume, organic rank position, and clickthrough rate data. The clickthrough rate Modeled Traffic uses in Conductor's keyword reports can be determined at the web property-level. By default, Conductor uses a "Standard" curve, but you can customize this setting.
  
  Modeled Traffic figures throughout Conductor represent the most recent, weekly time period selected. Additionally, multiple ranking pages for a keyword are taken into account. So, if you rank in both positions 1 and 2 for a term, you will have a higher Modeled Traffic figure than if you just ranking in only position 1 OR 2.
  
  All Modeled Traffic figures are rounded 2 or 3 significant digits, which is similar to how Google reports search volume data. For example:
  • 23,456 = 23,500
  • 432 = 430
  • 346,639 = 347,000
• For Daily Keyword Data
  For keywords you track daily, Conductor calculates Modeled Traffic totals with its own search volume, orqanic rank position, and clickthrough rate data.
  
  Modeled Traffic totals for these keywords reflect an estimation of the daily change, positive or negative, in the performance of your daily-tracked keywords. To provide values that are not affected by anomalous changes in the search engine results pages, Conductor uses a calculation that averages your daily performance over the last two weeks and compares it to the average of the most recent two days.
• Business Case Builder
  in Business Case Builder, Conductor calculates Modeled Traffic totals with its own monthly search volume, organic rank position, and clickthrough rate data. The clickthrough rate Modeled Traffic uses in Business Case Builder can be determined at the web property-level. By default, Conductor uses a "Standard" curve, but you can customize this setting.
  
  Modeled Traffic figures in Business Case Builder are monthly figures. When creating a business case, your Initial Modeled Traffic figure is calculated by taking into account all ranking pages for the keywords in the selected category. Potential Modeled Traffic also takes into account all ranking pages for each keyword in the selected category. However, when calculating the projected improvement, only the highest ranking page for each keyword is used to calculate potential Modeled Traffic for the business case.

What is the difference between Modeled Traffic and Traffic metrics from Conductor's content reports?

Traffic metrics—such as sessions or visits—that appear in reports like Pages or Page Details come directly from your integrated web analytics platform.

Modeled Traffic represents keyword traffic data: that is, the traffic a keyword (or set of keywords) is driving to your content. When Conductor shows Modeled Traffic data for a keyword, it represents all the traffic that keyword drives to any page, whether it's one page or many pages.

When calculating the Modeled Traffic for a page, Conductor aggregates the traffic for all the keywords driving traffic to that particular page. Likewise, when calculating the Modeled Traffic for a page group, Conductor aggregates the Modeled Traffic for all the pages in that particular group.

Can I see Modeled Traffic across location and device types?

No. We won't show Modeled Traffic for specific locations and devices until we can obtain city- and device-specific search volumes.

Which clickthrough curve does Conductor use to calculate Modeled Traffic?

The clickthrough curve Conductor uses to calculate modeled traffic depends on the feature:

• Explorer and Content Guidance
  Clickthrough curves in Explorer and Content Guidance come from our data partner Semrush.
• Other Reports and Features
  Clickthrough curve in the rest of Conductor is set at the web property level. By default, Conductor uses a "Standard" clickthrough curve. If you want to modify the clickthrough curve used for your web properties throughout Conductor, you can do so. Refer to the Customize the Clickthrough Curve Used in Conductor article.