The amount of non-brand organic traffic your website receives is influenced by two factors: your rankings on keywords and their search trends and seasonality.
Sometimes, when you notice a significant change in the number of organic visits, it is difficult to understand whether it was due to a change in Google rankings or due to the varying search trends (a change in the search volumes). And when you don't understand the nature of the change, deciding if and how to take action can be quite troublesome.
To tackle this uncertainty, SEOmonitor gives you the Visibility Score. It is a metric especially designed to filter out the search seasonality and trends, in order to give you the best vantage point for measuring and reporting SEO results.
Here's a twofold case example where following the Visibility Score provides the key to understanding changes in the organic traffic figures.*
On the one hand, you can encounter a situation like the one above, where the organic traffic (with a full blue line) significantly increases from February to May. But because the Visibility Score (with a dotted line) stays flat, it means that the increase is not caused by a gain in rankings, but rather by an escalation in monthly search volumes (represented by the grey vertical bars). What this also means is that, when seasonality will decrease, the organic traffic will decrease with it.
On the other hand, the case above is another possibility. The left side of the graph shows a slight decrease in organic traffic from June to July, which might bring disappointment (and wrongfully so). The Visibility Score has in fact increased. The real picture will only unfold two months later: from August to September, the impressive Visibility growth manages to produce an increase in organic traffic, in spite of the negative seasonality.
Because the Visibility Score only depends on the rankings of your keywords, it is the key metric for understanding the correlation between your non-brand organic traffic and the search seasonality and trends. This will help accurately measure the SEO performance and it will make the process of reporting to your clients and/or teammates significantly easier.
*The examples were generated in the Organic Traffic module, by selecting a timeframe of a few months, on a monthly granularity.