What Is Search Visibility?
Search Visibility is a metric which shows how visible a business is on search engines for keywords of interest.
How Is Search Visibility Calculated?
Search visibility is calculated by first gathering all the rankings of keywords. Then, for each ranking position, an estimated click-through-rate (CTR) is put in place.
After this, the total number of CTRs is combined and divided by the total number of keywords.
This produces a percentage score of 0% to 100%. A low percentage means that a website’s pages rank low in SERPs, while a high percentage means a website owns more rankings for keywords in SERPs.
Most sites score around 40% visibility.
Why Is Search Visibility Important?
Search visibility is important because it tells a website how prominent they are in SERPs.
Therefore, a low search visibility score can actually help a website determine where it is going wrong and how it can improve.
It is also a metric that can help a website compare its performance against competitors.
Additionally, a significant drop in this metric can be an indicator of a Google penalty (Penguin or Panda).
Why Might Your Search Visibility Drop?
It can be a stressful situation when you realise there is a drop in your search visibility. Below are some of the reasons your search visibility might have dropped.
- Featured snippets might be stealing your thunder
- Your backlinks are broken
- There has been an algorithm update
- You might be experiencing hosting issues
- Your competitor has taken their performance to the next level
- Your site has encountered technical glitches in redesign (deleted pages, broken links, URL and HTML structure has been changed)
How Can You Improve Your Search Visibility?
There are a range of white hat SEO tactics that websites can use to improve their search visibility. Below are some of the key techniques:
1. Improve Your Content
It goes without saying that high-quality, relevant and reliable content leads to high search visibility.
By improving the quality of site content, page authority increases, and this leads to higher ranking, which means higher search visibility.
To do this, content must be fresh, have quality links, be optimised for target keywords, well researched and unique.
2. Label Keywords
When you add or remove keywords you will notice a change in your search visibility score. By labelling your keywords you can prevent this. Labelling will allow you to see visibility for a group/cluster of keywords.
3. Optimise Your Site For Local Search
Optimising your site for local search will help nearby customers discover you.
For this, optimise both your homepage and meta data with key information, keywords and phrases like where you are located and exactly what services you offer.
It is also important for you to create a Google ‘My Business’ page and build business citations.
4. Optimise Your Site For Mobile
Another essential for better search visibility is optimising your website for mobile. This will ensure that your website is accessible and readable to a mobile user, without slowing page speed or load time.
5. Add User-Generated Content
User-generated content comes in different forms, from product reviews and star ratings to photos and comments.
And, the stats show that most shoppers conduct online research before purchasing.
The more regularly your site/product is reviewed and commented upon, the higher it will appear in the ranking, meaning the higher search visibility.
Tools To Help You With Track Your Search Visibility
You can calculate/track your website’s search visibility as a whole using the tools below.
How Can We Help?
Is your search visibility score leaving much to be desired? Don’t see any way to boost it that you haven’t already tried? We can help you.
Contact us today and we’ll match you with a marketing team worth their salt. You might just have your best year yet.
You could also jump on over to our training courses filled with techniques and practises that we love and use.