What is PAV?

PAV refers to Potential Additional Visitors. This measurement is similar to PTI (Potential Traffic Increase), but instead of predicting a percent increase for how many more visits could go to your site, PAV predicts how many more visitors will go to your site. For example, if you were to gain the number 1 position for “syracuse personal injury lawyer”, and your PAV is reported as 200, then you could get an additional 200 visitors if you gain the number 1 position for that keyword. PAV isn't used heavily as a performance metric because PAV only makes predictions; the actual results could be much different, creating unrealistic expectations which in turn provide insights based on potentially inaccurate data.