It can be difficult to identify how your overall organic rankings are doing on your site, especially when tracking a large number of keywords or would like to visualize trends over time.
Organic Visibility is a metric designed by Dragon Metrics to help quickly summarize your organic ranking performance. This score roughly correlates to the average expected click-through-rate for all keywords tracked in the current set. Let's take a deeper look at how this metric is calculated.
How it's calculated
Every keyword in the set is given a certain number of points according to its organic ranking position. The points for all keywords in the set are summed, and divided by the number of keywords to arrive at an average. This is the Organic Visibility Score for this set.
The points assigned to each keyword are determined by the site's organic ranking position for this keyword, and generally correlate to the expected click-through-rate a URL may receive at this position.
For example, keywords ranking at position #1 may receive around 30% of the clicks for this keyword, so any keyword ranking at this position is given 30 points. Keywords ranking at position #2 may receive a CTR of around 16%, so any keyword ranking at this position will receive 16 points. Keywords at position 3 will get 11 points, and so on. Keywords ranking below position 10 will receive very few points, since the CTR for these positions will be very low.
Let's say we have a keyword set with 5 keywords at the following ranking positions:
Note that since it's possible for a site to rank for multiple positions with different URLs for the same keyword, each position (URL) will be counted, not just one-per-keyword. This is why in the above table we have two positions for "bluetooth speakers".
We can now see the score for each keyword position
Finally, we sum the keywords' points and divide by the total number of keywords to find the Organic Visibility score:
The Organic Visibility Score for this set is 11.44
What's the maximum possible Organic Visibility Score?
In theory, the highest score a site may receive is 100. However, it's unlikely any site would ever come near a score this high, since it would mean that this site occupies every ranking position from 1-50 for every keyword in the set.
If a site occupies the #1 position for every keyword in the set, the Organic Visibility Score will be approximately 30. For many purposes it may be useful to use this as a "theoretical maximum", though it's possible to exceed it if you rank for more than one URL for each keyword.
What is a good Organic Visibility Score?
Organic Visibility Score can be a very useful way of summarizing ranking data in an easy-to-understand way. However, it's important to remember that this metric should be viewed in relative terms, not absolute. This metric can help you measure performance over time to see how your site is doing compared to last week, last month, or last year. It can also be very useful in comparing how you're doing against competitors.
It's not recommended to use Organic Visibility Score in absolute terms. In this way, it's similarly difficult to say exactly what a "good" Organic Visibility Score is. In most circumstances it will depend on a number of factors, such as the popularity, search volume, search intent, and competition of the keywords in the set.
If you're looking only at your own brand's keywords, many sites may view a score less than 29 to be unacceptable. Anything lower than this would mean you're not ranking #1 for all of your brand terms. A score higher than 29 would mean that you're ranking for multiple URLs per keyword, which may be expected for branded terms.
If you're targeting high search volume, highly competitive terms, even a score as low as 3 could be considered good, since even 3% of high-volume terms could result in a large amount of traffic.
Similarly, targeting long tail keywords would generally require a higher Organic Visibility Score to achieve the same amount of traffic as head terms.
If you're looking at a mix of different keywords, you'll have to decide for yourself what you feel is a good score.
In general, try to think about the CTR you want to achieve, then aim for an Organic Visibility Score of the same number.