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SEO 4 min read July 25, 2018

What Is Serpstat Visibility And How Is It Calculated

10 Essential Popup Campaigns For eCommerce

Elena K.
Chief Editor at Serpstat
We receive lots of questions about our Visibility metric. That's why we decided to answer the most common ones and cover everything you want to know about Domain Visibility in this post. Keep reading to learn what Domain Visibility is, how we calculate it and how you can benefit from it.

What is Visibility and what is it used for?

Visibility is a relative index developed by Serpstat that indicates how often the domain is shown in the search results for the keywords it ranks for. Simply put, Visibility shows how visible your site is in search. The higher Domain Visibility is, the more traffic it's likely to receive.

You may ask "What is a good Visibility?"
There is no universal perfect score. It highly depends on the niche and the size of the website.

The best way to use this metric is to track how Visibility of your website is changing over time. Or to compare Visibility of sites in the same niche to see which one has a higher score.

Visibility is most often used as a general ratio that shows the effectiveness of the SEO work.

How is Domain Visibility calculated?

Former algorithm was based on all keywords in our database, while the current one considers just 1 million selected keywords from various niches.
We collect keywords a domain ranks for in top-20 search results;
Pull search volume for each keyword from the top-20;
Count the SE traffic by multiplying the search volume of each keyword by the CTR based on domain's position;
Determine the maximum possible SE traffic score by summing up the search volumes of all keywords in the Serpstat's database;
Divide the domain's SE traffic by the maximum possible score;
Multiply by 100 to convert the gained result to per cent;
Multiply by 1000 for better displaying.
Here's the formula:

What is the CTR rate from the formula?

CTR is the proportion of the number of clicks to the number of displays. Each position in SERP has its own CTR: the higher the position is, the better its CTR.

Most often CTR is used in PPC. Sometimes it's also used to predict the amount of traffic that can be obtained from organic search.

Here is the proportion of the position to the CTR.

How about an example?

Let's take a and let's say that there're only 2 keywords it ranks for in top-20.

  • Keyword "A": search volume is 100. Our domain ranks for keyword "A" in position #2 (CTR = 0.97).

  • Keyword "B": search volume is 1000. Our domain ranks for keyword "B" in position #5 (CTR = 0.6).
Let's say that the total search volume of all keywords at the Serpstat base is
100 000 000.

And here is what we get:
I hope this article did a good job explaining how our Visibility is calculated. It's a great metric to follow if you want to keep a track of your website's progress. Don't hesitate to ask if you have any queations.

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