The SERP Feature Visibility is a group-level performance metric based on whether a website is listed in a SERP feature, and on the search volumes of the keywords where the specific feature is present.

It is an adapted version of the Visibility metric for a website being listed (ranking) in a SERP feature, rather than in the organic results. It can also be seen as an impression share of a website in a specific SERP feature on the total search volume of the keywords where the SERP feature is present, in a specific keyword list. It shows your site’s share of the total searches (impressions) out of the total potential it could get.

In SEOmonitor, we compute your website's SERP Visibility on any of the features which can list websites:

Here's the formula we use to calculate the Visibility:

(only for the keywords where the SERP feature is present)

where:

The impression_rate is measured in percentages from 0% to 100%, where:

For a business, some SERP features present the opportunity to occupy more visible space in search results. If you're looking at ranking in one of the SERP features, you can track their performance over time using the Rank Tracker's Visibility chart.

You can view the Visibility metric for any of the SERP feature types that list websites within their content. The list of options in the Visibility drop-downs (above the chart) is narrowed to only those that appear on the keywords in the selected group on a specific date, and meet the following criteria:

Example:

On Dec 22, the following SERP features appeared on the keywords in the selected group (in this case, All Keywords).

You can choose between any of these SERP features in the Visibility chart drop-down (desktop or mobile) to view the SERP feature Visibility and compare it with other Visibilities (e.g. Questions vs. Mobile Visibility):

Each business has a SERP feature that dominates its keywords. SEOmonitor automatically selects the SERP feature Visibility for whichever feature is listed on the tracked keywords in a group.

Click the group Visibility metric and trend card in any group's top stats and the Visibility trend explainer opens. Under the Google tab you can switch between the organic results and any SERP feature present on your keywords.

The metric is built on whether your site is listed in the feature rather than on a rank, so the breakdown works differently from the organic one. It separates three things:

Each row carries the keywords behind it, ordered by how much they affected the metric, so you can go from the size of the change straight to the keywords that caused it.

Keeping the first two apart is the whole point. A Product Grid Visibility that fell because Google stopped showing Product Grids on a third of your keywords is not the same problem as one that fell because you dropped out of the grids that are still there, and only the second is something you can work on.

When archiving a keyword you can choose to recalculate the Visibility historically. With that option on, the trend is recalculated as if the archived keyword had never been there. With it off, the Visibility stays as it was for the previous period and an annotation appears on the chart to explain the sudden change.