TRAFFIC
Visibility
Using Searchmetrics’ Visibility KPI, we can
look at the aggregate amount of traffic a
website is likely to drive.
Three factors are considered on a perkeyword basis: search volume, position,
dynamic CTR:
• Search volume: the greater the number of
searches, the more visible a keyword is
• Position: The higher the position, the
more visible a keyword is
• Dynamic CTR: every results page
displays results differently. Some have
a ton of maps, images, news and
PPC results while others are more
standardized. Searchmetrics factor this
in, as well as the type of keyword –
brand, informational or navigational - to
determine the likelihood of a click at a
given position.
Add up all the visibility numbers for
a domain’s keywords and you get the
SEO Visibility KPI (see Figure 1). US
visibility score shows the MGM Grand
and The Bellagio are some way out in
front compared to the other casinos, with a
negligible difference between the two.
Figure 2 shows the casinos’ mobile )٥ͥ