How is Search Visibility Score calculated?

Visibility Score is based on the position of ranking keywords and average search volume. It is calculated per keyword for keywords that are ranking in the top 30 search engine results for each search engine tracked in the campaign.

Keywords track rank all the way to position 100, but we only calculate Visibility Score for keywords ranked in the Top 30, meaning that if a keyword is ranked in position 31 or 99 it will be assigned a Visibility Score of 0. This is based on research of average user behavior indicating that approximately 75% of users never scroll beyond the page 1, 2 or 3 of search results. Therefore, the Visibility value for a keyword is based on the rank position, i.e., a keyword that ranks #1 will have a higher value than a keyword that is ranked #4.

The total of the individual keywords' visibility scores (including those that score 0) results in the campaign's daily Visibility Score. The higher the daily score, the better the site's visibility. The idea is to improve from the baseline Visibility Score over time with the goal of improving click-thru and site traffic.