I'm not sure what this means, but maybe we can find some formula that would help us understand better. These are real stats: Keyphrase = "company name" (two words no plural) Web Stats = 17 per day. wordtracker/overture tool = 39/23.3 per day Traffic Estimator = 7 per day no limit on money and in #1 spot. What does it mean? Broken Down: My server logs says we got 68 referrals for the keyphrase "comapny name" This is the total after 4 days ... that's 17 per day. This has been #1 organic search result in Google for the last 4 days. Wordtracker/Overture tool says that keyphrase is searched 39/23.3 per day respectively. (I know these aren't accurate) Google's Traffic Estimator says about 7 click thrus a day being in the average number one spot all day with no limit of money. What can we get from this formula? Maybe a ratio of how valuable the number on organic spot is comparatively? If anyone else would like to share what traffic estimator says and their actual #1 rankings get them feel free to share. This could be interesting. And you don't have to give away the keyphrase either.