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How-to 6 min read

How and why to analyze the visibility of the website in search engines

Visibility of website is an indicator that characterizes the success of SEO resource optimization. It depends on the number of key phrases for which the site is ranked, their frequency and position of the domain in the search results.

What is the website visibility

The website visibility in search engines is an indicator that characterizes the success of project promotion. Analysis of the site visibility allows you to find out the proportion of users who saw the site in the search results and compare it with competitors.

The higher is the visibility of a site in Google, the more popular the resource is, the higher its position in issuing and the higher the frequency of requests by which it is ranked. Visibility, approaching zero, indicates that the project is on low positions for most requests, and users do not find it.

The rating of a website in search engines is calculated on the basis of the positions taken as the ratio of the actual views of the site's snippet to the total number of hits for a given query.
The maximum visibility of the sites that occupy the first three positions on demand, and the resources that are displayed not on the first page of the issue, is extremely low.
When working with visibility, it is necessary to analyze indicators for the current and previous periods in order to see the dynamics and effectiveness of progress. It is also important to track changes in visibility of competitive websites.

This indicator allows you to estimate the efficiency of SEO-site optimization objectively and can be used by business owners to monitor the work of specialists.

To begin, consider several ways how to find out the website ranking in search engines.

How to find out the visibility of the site

To check the visibility of the site online, we will use the service Serpstat. Enter a domain, select a search engine, and click search:
SEO Analysis of the domain in Serpstat
In the summary report, there is analysis of website visibility in search engines:
Domain visibility in search engines overview
The indicator is calculated as follows:
Millions of specially selected popular keywords are used from the Serpstat database.
The list of phrases by which the domain is included in the TOP-20 search engines is determined.
The frequency of these phrases is calculated.
The frequency of each request is multiplied by the click-through rate of the site position for the specified phrase. Click-through rate is the ratio of the number of clicks to impressions.

The highest three factors have the first three places of search results, then the index drops. For the first position, the coefficient is one, for positions from 11 to 20 - 0.05.
The total domain traffic is determined - the numbers obtained in the previous paragraph are added.
Total traffic is divided by the frequency of a million phrases from the database.
Further, the result is converted to percentages by multiplying by one hundred.
The total number is multiplied by a thousand for convenience.

How to increase site visibility in search engines?

There are dozens of ways to improve search engine rankings. Among the most popular actions for SEO-resource optimization:

  • checking the availability of search engine filters and, in case of detection, carrying out work to eliminate them;
  • use of unique and high-quality content;
  • expansion of semantic core and LSI copywriting application;
  • internal link;
  • improve site navigation and usability;
  • site adaptation for mobile devices;
  • increase the download speed of all pages of the project;
  • conducting technical SEO-site audit and the elimination of errors;
  • working on unique for each page meta tags in which queries from semantics will be used;
  • obtaining links to the site from reputable projects of a similar theme, etc.


To estimate the literacy of actions to optimize the project and make adjustments in time with a negative trend, you need to check the visibility of the site and compare it with competitors. Serpstat will help to track changes in the visibility of the site during the year and establish whether the project is developing in the right direction.

A sharp drop in visibility may indicate superimposed filters of search engines or technical errors on the website, for example, incorrect settings in the robots.txt file.

The complex of actions for internal and external SEO-optimization will allow to promote the website to high places in search results and to improve its visibility.

This article is a part of Serpstat's Checklist tool
Checklist at Serpstat
Checklist is a ready-to-do list that helps to keep reporting of the work progress on a specific project. The tool contains templates with an extensive list of project development parameters where you can also add your own items and plans.
Try Checklist now

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