Systems and methods enable displaying an indication of traffic quality. The system retrieves keyword or other traffic data for at least one keyword associated with at least one search engine. The system compares the traffic data for a first time period to the traffic data for a second time period, according to one or more date ranges and other parameters selected by a user for each time period. As a result of the comparison, an indication of the traffic quality associated with a disparity between the first time period data and the second time period data, if any, is displayed.