Bounce rate Percentage of visits to the site that consist of a single pageview.
If competitors are gaining traffic from the keyword, this may be a good investment opportunity.
Search Traffic The percentage of organic search referrals to this site.
Search Traffic Competitor Average The average search traffic percentage for this site's competitors.
Avg Traffic to Competitors An estimate of the traffic that competitors are getting for this keyword.
The score is based on the popularity of the keyword, and how well competitors rank for it.