What it is

This article explains three related metrics:

Visibility Score
Estimated Traffic
Share of Voice (SoV)

Together, they help you understand:

How strong your SEO presence is
How much traffic you can expect
Who truly owns the SERPs for your keywords

Why it matters

Ranking alone doesn’t tell the full story.

Position #3 on a high-volume keyword may be more valuable than position #1 on a low-volume keyword.

These metrics combine:

Ranking position
CTR models
Search volume

To give you:

A performance-weighted view of your SEO strength
A competitive benchmark
A way to track growth over time

1. Visibility score

What It Is

Visibility Score measures your overall presence in Google’s organic results.

It evaluates:

Your keyword rankings
Estimated CTR by position
Search volumes

A higher score = stronger overall visibility.

How Visibility is calculated

For each keyword:

Visibility = (Rank Score × CTR) × Search Volume

All keyword visibility values are then summed.

CTR values are based on industry models, for example:

Position #1 → ~38%
Position #2 → ~12%
Position #3 → ~7.5%
Position #9–10 → ~1%

Where to find It

You can view Visibility:

In the Project Overview Dashboard
In the Ranking Table
In Looker Studio via the Ranking Data connector

How to use It

Use Visibility Score to:

Track performance trends over time
Evaluate impact of SEO changes
Compare projects, groups, or tags
Benchmark against competitors

It’s best used for measuring overall SEO strength, not raw traffic.

2. Estimated Traffic

What it is

Estimated Traffic predicts how many visits your site may receive from your tracked keywords.

It uses:

Ranking position
CTR model
Search volume

How it differs from visibility

Visibility Score	Estimated Traffic
Measures overall search presence	Estimates visitor numbers
Strength indicator	Traffic forecast
Weighted index	Estimated clicks

When they diverge

High Visibility, Low Traffic

If you rank #1 for many low-volume long-tail keywords.

High Traffic, Lower Visibility

If you rank mid-page for very high-volume keywords.

This distinction is important when prioritizing SEO work.

Where to find It

In the Project Overview Dashboard
In the Ranking Table
In Looker Studio

3. Share of Voice (SoV)

What it is

Share of Voice shows which domains own the click equity across your keyword set.

It answers:

“Who is actually winning the SERPs?”

Instead of focusing on just your domain, it calculates the top 10 domains with the highest estimated click share.

How it works

For each keyword:

Expected CTR × Search Volume is calculated
Traffic equity is attributed to ranking domains
Percentages are calculated across all tracked keywords

⚠️ Important notes:

Higher rankings = higher CTR = higher SoV
Higher search volume = more influence
Regions are mixed in SoV calculations

Where to find It

In the Project Overview Dashboard
In Looker Studio (SOV connector)

How to use It

Use Share of Voice to:

Identify real SEO competitors
See winners and losers after algorithm updates
Benchmark your market position
Analyze specific keyword segments using tags

This metric is ideal for:

SEO managers
Agencies
Competitive strategy

Visibility vs Share of Voice

Visibility	Share of Voice
Measures your performance only	Measures the competitive landscape
Keyword-level weighted score	Domain-level click equity
Internal growth metric	Market positioning metric