Clicking on any Ranking Factor score will reveal a box with additional data regarding that Ranking Factor. You can also click on any URL to expand the details for all Ranking Factors. You can use this information to do an even more granular comparison of any aspect of the competing URLs, which can be useful to help you determine what search engines consider important for this query. Ranking Factor details can also help give us an idea of what it would take to be competitive in each category. Do we need to include the keyword in our URL or page title? How many links would our page need?
Let's look at an example. In this result table comparing the competition for "best crack climbing shoes", we've clicked on the Page Relevancy scores for 3 of the results to reveal additional details:
The High Infatuation blog has the highest Page Relevancy score, as it includes the exact keyword multiple times in the content, and includes the entire keyword as part of its title tag. It also includes a number of related terms, earning it the highest Topic Relevancy Score. Spadout includes 3 of the 4 keyword terms in its page title, but they're out of order. The content includes all 4 of the keyword terms (best, crack, climbing, and shoe), but the exact phrase ("best crack climbing shoe") is never used in the correct order. Finally, the ZionAdventures post includes only 2 of the 4 keyword terms in its page title, and their content only includes 3 of the keyword terms, omitting "best". Most importantly, though, their post is just not as relevant (it's primarily a review of a particular climbing shoe), which results in a lower Topic Relevancy Score of only 7%.