Everything About Search Visibility

What is search visibility?

The idea behind search visibility is that, based on a selected set of search terms, you get an estimate of what percentage of users click on your search result. You can think of this as your market share in the search results for the search terms you track.

However, the exact calculation and definition of search visibility vary by SEO tool. For example, SE Ranking provides an estimate of the percentage of users who see your search result, while tools like Moz and Ahrefs estimate the percentage of users who click on your result.

Ultimately, the goal of search visibility is the same for every tool: it gives you, as a marketer, insight into your market share within organic search. You can compare the search visibility of your website or online store with that of your competitors, making it easy to see whether you’re the market leader and where your opportunities for growth lie.

How do you measure search visibility?

Various SEO tools allow you to measure your website’s search visibility. These include tools such as SE Ranking, Semrush, Ahrefs, and Moz. Each tool uses its own formula to determine search visibility.

Still, there is a common thread in every calculation, regardless of the tool used. Based on the search volumes for each search term and the expected CTR, a calculation is made to determine what percentage of visitors see your result or click on it.

By factoring in search volume weights in the calculation, you get a weighted percentage. This is in contrast to the average position, where search volumes do not affect the figure.

The Value of Measuring Search Visibility

Search visibility gives you a clear picture of your market share and whether or not you’re already the market leader. By comparing this to your competitors, you can also see where you stand relative to them. By setting this up in a rank tracking tool, you’ll see these metrics specifically for the search terms that are truly important to you. This makes it a more accurate comparison than simply comparing SEO traffic between your website and those of your competitors.

Do you want to take full advantage of the opportunities? Then it’s a good idea to cluster your search terms, for example by placing them in a folder (such as in SE Ranking) or by tagging them (such as in Semrush or Ahrefs). By segmenting your clusters, you’ll gain a clear picture of which clusters offer growth potential and where you’re falling behind compared to your competitors.

Cluster-level data is an effective way to easily identify growth opportunities and take your SEO strategy to the next level. At our SEO agency, this is one of the ways we prioritize action items for our clients. For example, you don’t need to further optimize clusters that already have 100% search visibility—and therefore no room for growth.