Visibility score

The Visibility score is calculated considering a proprietary formula, based on the keyword rankings retrieved during the updates. The score reflects the progress of your websites in search, across all keywords and search engines targeted in a project.

To calculate the Visibility score, AWR Cloud assigns a number of points to each of the first 30 positions, as follows:

  • Position 1 = 30 points
  • Position 2 = 29 points
  • .......................
  • Position 30 = 1 point

Positions below 30 have 0 points.

The Visibility score is the sum of the points given to the URL by each search engine. For example, if we have 3 search engines, we assign 3x30=90 points. Now, with a URL that has the following positions:

  • Search engine 1: Position 1 = 30 points
  • Search engine 2: Position 10 = 21 points
  • Search engine 3: Position 32 = 0 points

The Visibility score is 51 points.

Visibility percentage

The Visibility percentage is calculated considering the score, the number of keywords and search engines the project has.

The following formula is being considered:

vis.score / (30 x no. of search engines x no. of keywords) = vis. percentage

The value is approximated.

Average Rank

The Average Rank is the sum of all the ranking positions divided by the number of keywords.

When a keyword is not ranked, its value in this formula is calculated as the search depth (expressed as the number of results) + 1. For example, if a keyword is not ranked and the search depth is set to 5 pages (50 results), the value of this keyword in the formula would be 50 + 1 = 51. With a search depth of 10 pages (100 results), the value assigned for a keyword not ranked would be 100 + 1 = 101.

Net Gain

The Net Loss is the sum of the keyword positions which went up. For example, if you have one keyword that went up 5 positions, one that went up 2 positions and one that went up 4 positions, you would have a Net Gain of 11. The calculation is: 5 + 2 + 4 = 11.

Net Loss

The Net Loss is the sum of the keyword positions which went down. For example, if you have one keyword that went down 3 positions, one that went down 4 positions and one that went down 2 positions, you would have a Net Loss of 9. The calculation is: 3 + 4 + 2 = 9.

Note If the website didn't rank for a keyword on a previous comparison date, but now it ranks for that keyword, the Net Gain is calculated this way: search depth (expressed as the number of results) + 1 - the previous position. For example, if the website was not ranked for a given keyword on the previous comparison date, but now it ranks on the 35th position, with a search depth of 5 pages (50 results), the Net Gain will be 50 + 1 - 35 = 16.

Click Share Score

The Click Share score reflects the percentage of searchers who may click on your website, if listed in the Top 20 positions from the SERPs. The metric is calculated considering the 2016 Organic CTR Study exact data, for Desktop International searches. The estimates are assigned differently, depending on the keyword length (long tail / mid-length or head term).

The CTR Study shows that 33.27% of searchers will click on the 1st position from SERPs, when browsing for a head term (1 word). Percentages are gradually assigned for positions 2-20, with keyword length variations.

Click share position percentages for Top 10 positions are mapped as follows:

Position 1

  • 1 word: 33.27%
  • 2 words: 34.29%
  • 3 words: 33.24%
  • 4+ words: 33.8%

Position 2

  • 1 word: 15.23%
  • 2 words: 15.85%
  • 3 words: 17.48%
  • 4+ words: 20.52%

Position 3

  • 1 word: 8.67%
  • 2 words: 9.89%
  • 3 words: 11.07%
  • 4+ words: 13.18%

Position 4

  • 1 word: 5.92%
  • 2 words: 7.03%
  • 3 words: 7.85%
  • 4+ words: 9.19%

Position 5

  • 1 word: 4.24%
  • 2 words: 5.05%
  • 3 words: 5.68%
  • 4+ words: 6.71%

Position 6

  • 1 word: 3.14%
  • 2 words: 3.75%
  • 3 words: 4.26%
  • 4+ words: 4.98%

Position 7

  • 1 word: 2.4%
  • 2 words: 2.86%
  • 3 words: 3.24%
  • 4+ words: 3.81%

Position 8

  • 1 word: 1.95%
  • 2 words: 2.25%
  • 3 words: 2.52%
  • 4+ words: 2.95%

Position 9

  • 1 word: 1.61%
  • 2 words: 1.8%
  • 3 words: 1.99%
  • 4+ words: 2.25%

Position 10

  • 1 word: 1.4%
  • 2 words: 1.55%
  • 3 words: 1.58%
  • 4+ words: 1.71%

For positions below Top 10, less than 1.5% of searches results are being clicked. The estimated Click Share for positions out of Top 20 is 0.

Click Share is represented as an aggregated metric, for all keywords and monitored search engines, but it can be also calculated per group of terms and / or search engine.

When a website ranks with multiple URLs for the same keyword, only the best position is considered.

Estimated Visits

The Estimated visits is calculated for a keyword and a search engine by multiplying the related Click share value of that keyword with the Google AdWords search volume.

The Estimated visits for a group of keywords and a search engine is the sum of estimated visits for each keyword of that group.