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The score is based on the popularity of the keyword, and how well competitors rank for it.
Keyword Gaps This site is not gaining any traffic from these keywords.The score ranges from 1 (least relevant) to 100 (most relevant).An estimate of how relevant a keyword is to this site.If competitors are gaining traffic from the keyword, this may be a good investment opportunity.
Avg Traffic to Competitors An estimate of the traffic that competitors are getting for this keyword.
The competitors list can be found next to the search input field above.