Step 1.29: Organic Visibility
Core Concepts | Search Engines | Organic Visibility
This term describes the visibility of a site in relation to the site’s collective rankings for a range of keywords.
An aim of SEO is to increase the organic visibility of a website for its keywords, we measure this in terms of our share of the available traffic or ‘impressions’ (the number of people seeing your organic listing).
If your site ranks on the 3rd page of Google or worse for most of its target keywords, only appearing on the front page for esoteric low search volume terms; then your organic visibility will be very low due to the small percentage of people finding or being exposed to your site through the organic SERPs.
Ranking well for low search volume terms, will not help drive organic visibility. So, if you are looking at the organic visibility through the lens of keyword rankings; you will need to weight that by the search volume of those keywords.
Qualifying Organic Visibility
All the components described so far contribute or affect the organic visibility of a site, but aside from a lot of keyword rankings, how do you quantify Organic Visibility?
Again, as with much of the data in SEO, you need tools to get it and that data is often described with in-house metrics. Typically, these are a score from 0-100, but the way they are calculated is usually algorithmically… Those algorithms are proprietary, and so there is no objective standard for this metric (or many of the metrics in SEO).