What is the Visibility Index in SEO and Why Does It Matter?

What is the visibility index in SEO?

The visibility index, or visibility score, is an SEO metric used to measure how visible a website is in search engine results pages (SERPs). It is calculated using a combination of two factors: the website’s rank and the number of times it appears in search results. 

Tools like SEMRush or Sistrix use visibility scores for tracked keywords and let you compare those in a single metric with your competitors for the very same keywords.

visibility index in SEMRush

Why does the visibility index matter? 

The visibility score can be a valuable tool for measuring the success of your SEO efforts. If your website’s visibility index is high, that means you are doing well in terms of ranking and appearing in search results. If your visibility index is low, then you may need to focus on improving your SEO strategy.

An overall number of ranking keywords may deflate the SEO results. The visibility score takes the position into account. Low-ranking keywords are less meaningful for SEO results.

How to calculate the visibility index for your website?

There are several tools and services available that can calculate the visibility index for your website. Most of these services use data from a variety of sources to measure the rank and number of times your website appears in search results. Additionally, some services also track other metrics such as click-through rate (CTR) to provide an even more detailed assessment of your SEO performance.

The visibility index is an important metric for measuring the success of your SEO efforts. By understanding how it works and monitoring its changes over time, you can gain valuable insight into the effectiveness of your strategies and make adjustments to ensure maximum success.

Example of the visibility score

Let’s assume you are ranking for 3 keywords in the top 100 of the search results. The distribution is on positions 20, 30, and 40, with an average keyword position of 30.

Your competitor ranks for two of the same keywords better, but for one way worse than you. Nonetheless, their visibility score is better due to more eyeballs on the high-ranking positions.


Rank of Site A

Rank of Site B

Keyword #1



Keyword #2



Keyword #3



Average Keyword Position



Visibility Index



Analyzing your website’s visibility index can provide you with valuable data to help improve your SEO efforts and make sure that you are appearing in search results as often and as high up on the page as possible. Additionally, by keeping track of your visibility index over time, you can gain useful insights into how well your SEO strategies are working and what changes, if any, need to be made.

Overall, the visibility index is a powerful tool for understanding the success of your SEO strategy and making sure that it remains effective. By regularly monitoring and analyzing this metric, you can maximize the success of your website in search engine rankings.


Limitations with the visibility index

However, it is important to keep in mind that the visibility index does not paint a complete picture of your website’s performance. While it can provide useful data on how visible your website is in search results, there are other factors such as click-through rate (CTR) and social media engagement that also need to be taken into consideration. Additionally, the visibility index does not take into account any changes made by search engines such as Google’s algorithms which can affect the rankings of websites. For these reasons, it is important to supplement the visibility index with other metrics in order to get a comprehensive view of your website’s performance and make sure you are doing everything you can to ensure successful SEO efforts.

How to improve the visibility index?

Some tips to enhance your visibility index. Focus on quick wins: Keywords or pages you are already ranking for low on page 1 or high on page 2 (ranks 8 – 15). Additionally, find keywords that you can realistically rank for and create content strategically. 

Here are some additional general SEO best practices and further resources.

  • Use keyword research tools to identify the most effective keywords for your website and use them in your content.
  • Optimize page titles and meta descriptions with relevant keywords.
  • Write quality content that is informative, engaging, and entertaining for readers.
  • Update old blog posts regularly – Google rewards refreshed, up-to-date content.
  • Build backlinks from other websites to increase your website’s authority.
  • Make sure that all of your pages are indexed by search engines by submitting a sitemap if required.
  • Ensure that all images on your site have alt text and descriptive file names, so they can be found easily in image searches.
  • Improve the speed of your website by optimizing images, minifying code, and using caching techniques where necessary.
  • Utilize social media to promote your content and build a following.
  • Monitor the visibility index regularly and make changes where necessary to ensure maximum success.
  • Join our free 7-day SEO challenge to enhance your SEO results – guaranteed.
7 day marketing challenge

By following these steps, you can improve the visibility of your website in search engine rankings and increase the success of your SEO efforts. Monitoring the visibility index over time can provide you with valuable data on how effective your strategies are so that adjustments can be made as needed to ensure optimal results.

Visibility and viewability in paid media

Visibility is not just a KPI in organic marketing but also in paid media. Advertisers use the visibility and viewability metric for measuring their digital ads, banners, videos, or Google search ads.

The goal is similar to the SEO metrics: You want to achieve high visibility for your marketing efforts.

Further interesting keyword tracking resources

We compared the most used keyword tracking tools and SEO suites, so you don’t have to: