Visibility Index (VI):
The Visibility Index aggregates all your keyword ranks into one number, which makes it easy to understand how visible your keywords are on the search engine results page (on SERP).
It works by taking into account the fact that the first position in a search result is much more visible than position #25, for example.
If your keyword is ranked number one, the Visibility Index is 100 and so the lower the rank, the lower the Visibility Index gets.
When you add all this data together and form a moving average, you get the Visibility Index, which is a great way to see your keyword performance.
Keep in mind that adding a new keyword to your tracking will lower your Visibility Index at first (since we don’t know how good that keyword is yet, it will “dilute” the overall Visibility Index at this point). But in the end, if the new keyword is good (meaning it is visible and has a high rank), your VI will go up eventually.
Also note that VI exponentially decreases as your rank position lowers. For example, if your website ranks #1 on SERP, your VI is 100. Now if you rank lowers and you are #2 on SERP, your VI would be 50 now. Thus a smaller drop in rank (from position #1 to position #2) produces a much more drastic drop in VI (from 100 to 50).
But let’s say your website ranks #50 on SERP, then your VI is 5. And later if your website ranks #80, then the VI is now only 2. Notice that a bigger drop in a rank (from #50 to #80) now produces a much smaller gap in VI (from 5 to 2 only).
This happens because ranking on first SERP earns you a much higher Visibility Index. Users are more likely to notice you when you are on the first page of search results rather than when you are on the sixth page of search results, where they most likely wouldn’t even go at all. Thus, losing these top positions will cost you more in the end as a result.
Estimated Visits (EV):
Estimated Visits metric represents an overall potential traffic from your keywords to your tracked website per month.
This metric is based on the click-through rate of a keyword’s current SERP position.
It also gives you an overall picture of your rankings changes on SERP.
Top gainers vs. Top losers:
Top gainers and top losers section allows you to compare keywords that are performing the best and the worst for your website.
You can also see the rank and the changes that are related to the best and the worst performing keywords so that you can diagnose your seo situation.
Keyword Position Flow:
Keyword position flow gives you an overview of how many of your keywords are moving up, or down, or remaining unchanged. This representation is a great way to have an overall understanding of how your keywords are performing in general.
Keyword Position Distribution:
This chart represents how many of your keywords are ranked as the 1st, 2nd - 3rd, 4th - 10th, 11th - 20th, 21st - 100th, 101st+.
Additionally, the table shows the percentage of estimated visits for these keywords.
Hover over the chart to see how data was distributed over the time period.