The Visibility Score, our core SEO metric, takes into account search volumes and ranks and was designed to work as an improved KPI over the traditional (and misleading) keywords stacks and average position, that lack the potential impact (in impressions) that a rank generates. This indicator is updated daily on mobile and desktop, not only for your campaign, but for your competitors as well. SEOmonitor also provides an estimate of their monthly non-brand organic visits.
How do we estimate non-brand organic visits?
Once a user inputs a keyword in a search engine, they see a bunch of websites before deciding on what to click. This is what we would call impressions. Out of these, they will eventually decide to click on one - and that is the click rate.
With each scroll, an impression is counted. In this example, all 10 websites have received an impression.
But only one click was counted. So all websites received impressions and the third one (in this case torrid.com) received the click.
Our internal research on millions of keywords shows what may already seem obvious - there’s a strong connection between how the keyword ranks and the number of clicks it attracts.
But ranks aren’t all created equally. Occasionally, those websites are on what is called “position 0” and a part of the content is already displayed, sometimes 3 or 4 ads are displayed before the organic rankings or videos and images take half of the screen (on mobile). SEOmonitor takes into account all of these factors, to best estimate the number of clicks (or visits) a competitor generates.
Why a lower Visibility Score can still show higher estimated visits?
In the Competition Insights section, you might see a competitor with a smaller Visibility Score, but more estimated visits, which might seem contradictory at first sight.
It comes down to the search volume, amount of impressions and click-through rates. All of these contribute to the number of estimated visits.
Take for example two websites that have the same 50% Visibility Score on a keyword list:
One ranks for half of the search volume on position #1 and for the rest below the TOP 20.
The other one ranks on all search volume somewhere in TOP 10, but none on #1.
Because the click-through-rate for rank #1 is significantly higher than the rest, the first website could generate more clicks on the same number of impressions (Visibility Score).
For more details on how to use the Competitor analysis, please check this article.