Analyzing Visibility of a Website using Rankinity

Analyzing Visibility of a Website using Rankinity

Website promotion is always accompanied by risk and requires constant evaluation of the tactics and strategy you apply. Besides, search engine algorithms change, and the outcome of such changes may influence SEO optimization significantly requiring certain corrections. In order to be informed about the current lay of the land and to be able to respond to any changes of search engines, recurrent website visibility analysis is required.

Imagine your website is a tree in the forest striving to survive in the competitive environment. To keep an eye on everything that goes on in the forest around your tree, we offer a powerful camera to record circumstances in accordance with your preferences. The picture you see in the lens of your camera is website visibility. By loading keywords to a project, you set the zoom of the camera, and by adjusting keyword weight you configure the focal distance.

How to imagine website visibility
Common definition of visibility is an average position of your website in search engine results for all your keywords, in percents. The higher visibility is, the better are website positions in SERP.

Rankinity calculates website visibility using the following formula:

Website visibility formula

The formula uses the following variables:

  • Pi – the position of i-th keyword [1..101].
  • Wi – weight of i-th keyword.

The keyword weight can be one of the following:

  • 1 – Maximum weight.
  • 0,5 – Average weight.
  • 0,1 – Minimum weight.

You can specify a zero weight to a keyword as well in the project settings, but such keywords will be excluded from visibility calculation.

Ability to assign a weight to keywords is a unique feature of Rankinity helping you adjust the extent to which a certain word influences visibility of the website. The higher the keyword weight is, the more effect changing position of this keyword in SERPs has on the entire visibility of the website. And vice versa. We recommend the following rule of thumb when assigning a weight to keywords: the longer a long-tail keyword is, the lower its weight should be.

The rule of assigning weight for keywords

Nevertheless this rule isn’t a law, and you always can assign a weight as you prefer. Weight coefficients are basically an instrument to match website visibility formula to your specific needs.

Here is a simple example to help you understand, how the visibility formula works. Let’s suppose we have two keywords:

  • A short-tail keyword Test1 with maximum weight.
  • A long-tail keyword Test2 with minimum weight.

After the first check we receive the following positions of the keywords:

  • Test1: 20
  • Test2: 20
  • Visibility = 101 – (20*1 + 20*0,1)/(1 + 0,1) = 81%

After the second check, the Test1 keyword goes up one position, while the Test2 keyword goes one position down:

  • Test1: 19
  • Test2: 21
  • Visibility = 101 – (19*1 + 21*0,1)/(1 + 0,1) = 82%

As we see from the results, despite the average position of the keywords remained the same (20), the overall visibility of the website has increased by 1%. This can be explained by the fact that the keywords have different weight, so changing of a position of the more important Test1 keyword had higher effect on visibility that the same change of the less important Test2 keyword. If the weight was the same, the visibility would not change either.

Keep in mind that if the amount of keywords is significant, it is worth to split them to several groups. Thanks to that you still can analyze visibility of the website, plus individual visibility of each keyword group. Such approach allows faster localization of keyword sets for analysis, and greatly improves the performance of your work.