SEOmonitor’s Visibility is a group-level metric that takes into account both the ranks and search volumes of the keywords to reliably express the ranking performance of a website on a specific keyword list (a folder or a group).

You can think of it as the impression share of a website on the total search volume of the keyword list, based on its rankings on the said list.

The Visibility metric shows your website’s share of the total searches (impressions), out of the total potential it could get. It is measured in percentages, from 0% (outside Top 20 on all keywords) to 100% (ranking 1st on all keywords), with its own trend shown for a selected time period:

Here's how it's calculated:

Visibility = sum(Impressions) / sum(AverageSearchVolume)

where

Impressions = impresion_rate(rank) * SearchVolume

The impression_rate by rank go from 100% (1st position) to 0% (20+).

You can analyze the Visibility trend on the dedicated chart, or as an overall percentage change compared to the previous equivalent timeframe (for example, "+34%").

In the Visibility chart, you can view daily snapshots of the Visibility values, including any baseline changes generated by modifications of the keyword list (e.g., archiving keywords). Automatic annotations are added to the chart to help you keep track of these changes and their impact:

For an accurate analysis, we recommend considering the annotations and correlating the daily values with the trend breakdown in the Visibility Explainer:

From the dropdowns above the chart, you can select different types of Visibility to compare them in a specific timeframe:

The Average Weighted Rank on the graph is the average rank of all the keywords in the selected group or folder weighted by their search volume. So, the keywords with a higher search volume have a higher weight in the calculation of the average. The Visibility metric only sees the Top 20 ranks, but rank improvements beyond 20 (say, from 46 to 22) are also significant in some cases. To measure these, you can group these low-ranking but promising keywords and see their average weighted rank trend over a selected timeframe. In general, improving ranks of relatively high search volume keywords contributes more to the average rank improvement than low search volume keywords.

Alongside the chart, the Visibility trend is also shown as a single percentage change against the previous equivalent timeframe, for example "+34%". That number answers one question: did your performance change.

Your keyword list changes over time. You add keywords, you archive others. If the trend counted those as gains and losses, the number would tell you how much your list moved, not how much you moved. So a keyword you add part-way through the timeframe is counted from the start date at the rank it actually held on that date. It does not arrive as Visibility appearing out of nowhere, and only its genuine movement reaches the trend. Every keyword you track is in the number, and none of them distort it.

When you remove keywords from a group or archive them, the Visibility is recalculated as if they had never been tracked. Adding keywords to a group that are already tracked in the campaign works the same way. A keyword archived and then reactivated inside the timeframe is treated like any other addition.

See more about the Visibility Trend Explainer here.

The two answer different questions, so their endpoints will not always match. The chart plots the daily Visibility value as it stood each day, including any baseline shifts caused by editing the keyword list, which is why annotations are added when the list changes. The percentage change is performance-only, as described above.

When the two disagree, open the explainer. The breakdown will show you what sits in the gap.

Comparing the same metric for the same keyword list over time shows the performance trends, so you can easily assess your progress. Year-over-year analysis is particularly useful here: comparing the same keyword list across years surfaces long-term movement that a month-on-month view will miss. When the number moves, the explainer tells you what caused it, so you do not have to reconstruct it from the keyword table.

Knowing that 100% Visibility is the maximum, you can easily quantify how much you can grow by optimizing a list of keywords; a value too close to 0% could indicate that ranking in the top would be too difficult at this moment.

Calculating the same metric for the same keyword list also helps you compare your website's performance against competitor websites (apples vs. apples).

Blended Visibility is a separate metric that combines your organic results with the net effect of the SERP features you are listed in. Each feature carries its own weight, and those weights differ from the weights of the top organic positions. This metric is not available through the interface, but can be exported through this API endpoint where its called visibility.