Everything You Need To Know About Website Visibility On Google - Semalt Expert

The effects of positioning can be measured in various ways - one of them is the visibility of the website, which every brand that wants to appear on the web is working on to increase. If you don't fully understand yet what page visibility is and why everyone cares about it so much, don't worry. Thanks to this post, you will gain the most important knowledge to start with.

Are you an e-commerce owner, you run a blog, or maybe you want to promote your company website or personal portfolio on the web? One of the issues that you will encounter at the very beginning will be the website's visibility on Google.

Although its definition may seem obvious (after all, it is about how well you are seen on the internet), in practice it is a bit more complex. And even after you understand exactly what the visibility of the website is, you still have issues such as how and where to check such visibility.

Use the guide below and learn a new topic in the field of SEO step by step!

The visibility of the page on Google. What is this?

Page visibility is one of the indicators of how easy it is for search engines to find your site. First of all, we are talking about Google, of course, although Yahoo or Bing may also be important for positioning in some markets. However, most often the situation is similar to e-commerce, where first place is taken by Google (91.73%), second place by Bing (4.27%) and third place by Yahoo! (1.17%).

The easiest way to determine the visibility of a page on Google is by checking:
  • the number of words for which a given page is displayed in TOP3, TOP10, TOP50 of search results (what these terms mean, in a moment);
  • estimated monthly organic traffic.
Website visibility does not translate directly into organic traffic, although it is the key to increasing it. Why is it like that? Visibility determines the number of key phrases a given page is displayed for in the SERPs, but it includes results in positions 1, 2 or 10, as well as 50, and sometimes even 150. Therefore, it is easy to notice that while the presence of the site in TOP3 will translate directly into clicks, its appearance at the very end of the index will not necessarily.

However, if you are just starting work on increasing the visibility of the website on Google, it is completely normal that most of the key phrases you care about will be in very distant positions, or even completely off the index, which is more than 150 positions. Therefore, do not be discouraged and remember that SEO takes time to bring tangible results and high, satisfactory visibility.

Why is website visibility on Google important?

Organic traffic is one of the most valuable sources of web traffic: it is search engines that gather users who are actually interested in a specific service or product. They are often focused on buying (especially in the case of long-tail phrases) And you do not have to persuade them to do so - a good offer and adequate visibility are all you need to increase traffic on the site and - in the next step - achieve conversion and sales.

Even the most visually attractive website, designed in accordance with all UX rules, with a competitive offer will not bring the expected profits if users cannot find it.

Everything is just about high positions in the search results. The higher you are in the SERP, the greater the chance that the user will visit your website.

More than 50% of users' interest is being stolen by the first two items, and the percentage CTR of subsequent items in search results drops significantly, not to mention how difficult it is to get clicks from the second or third search page. Therefore, it is not TOP50 and TOP3 that is the ultimate goal that you are striving for.

Pages displayed in distant positions are characterized by low visibility, and thus - they will reach a small group of recipients. SEO efforts should lead to (and maintain) high visibility for many of the keywords relevant to your business.

Where to check the visibility of the website?

There are many tools available to help you check your page's visibility. On our blog, we have prepared two practical articles for you that will explain to you what the visibility analysis in The Dedicated SEO Dashboard looks like and what you need to remember when carrying it out.

To take full advantage of DSD's capabilities, we recommend that you read the following guide: How to benefit from the DSD?

Visibility problems

1. Sandbox - why can Google put pages into the sandbox?

When setting up a new website, you have to take into account that it may go to the so-called Google Sandbox, i.e. the Google sandbox. This is a kind of temporary filter that is applied to new sites that Google doesn't trust yet.

The purpose of the sandbox is in theory to prevent sites that Google is not sure of the nature of being elevated to high rankings, in order to avoid users coming into contact with low-quality spammy content. The sandbox is a kind of trial period, which can last from a few to several months - during this period, increasing visibility may be difficult.

The fact is that Google has never taken an official position on the existence of Sandbox, but the facts and tests carried out by SEO specialists speak for themselves.

2. Position fluctuations: phrases off the index and returning to the index

By monitoring the positions of key phrases, you can sometimes spot situations in which promising phrases suddenly show significant drops or drop out of the index at all (i.e. they do not appear in the search results, even in distant positions). This is often due to the updating of Google algorithms, introducing changes within the website, and very often also poorly performed website migration. In turn, the return to the index, even to the hundredth position, should be happy - it will not immediately translate into an increase in visibility, but it heralds the success of SEO activities.

3. Seasonality of the website

Seasonality means changes in the interest of users throughout the year. It's normal to consider changes in Google visibility. Just, among others due to seasonality, when comparing the results of SEO activities, not only is the data provided month-to-month but also year-to-year. It can be measured with the Dedicated SEO Dashboard by observing graphs showing deviations from the norm in specific months. In e-commerce, a slight decrease in visibility after the holiday season should not be a concern, as well as lower interest in the off-season tourist industry. 

How to increase the visibility of the website on Google?

Since you already know what a page's visibility on Google is and how to check it, you certainly want to learn how to effectively increase it.

First of all, it is worth distinguishing the basic categories of SEO, which are on-site and off-site, as well as enriching the website with fresh, interesting (and well-optimized) content. The high positioning of a site in search results, which directly increases visibility, is the goal of all SEO activities, so the best answer to this question is simply to create an effective, thoughtful, long-term SEO strategy and stick to it.

Remember that there is no universal way to increase the visibility of a website - it all depends on the specifics of the industry in which you operate (the bookselling and pharmaceutical industries are completely different stories!), The market to which you sell (positioning on the Ukrainian market is different than reaching e-commerce customers in the US) and many other factors. Therefore, at the beginning of activities, it will be necessary to audit the website (we suggest how to perform a simple website audit yourself with The Dedicated SEO Dashboard Webpage analyzer), and preferably also a content audit, and establish them as a starting point for further activities.


Page visibility on Google is a key indicator that should be monitored throughout the SEO process. It may, and even should, constitute an important KPI next to impressions, clicks or Domain Authority. Armed with all this knowledge, you are ready to start your adventure with SEO, and if you want to learn more now, check the FAQ below or post a question in the commentary - we will certainly answer it.


Why has my visibility decreased?

The most common reasons for the drop in visibility are:
  • improvement the position of key phrases of the competition;
  • seasonality;
  • Google algorithm updates;
  • application of a filter to the site;
  • migration to a new domain or addition of the SSL protocol (change from HTTP to HTTPS).

What if my page is not visible on Google at all?

It may happen that your page is not displayed in search results at all because it has not been indexed by Google. To check if it is in the index, just enter the site: domainname.com (e.g. site: Semalt.com) in the Google search field or the URL bar.

If no results are displayed, then be sure to add the Google Search Console code to your website and upload your sitemap (sitemap.xml file) to this tool - this will show Google what the structure of your website looks like and help index it, and then also monitor.

If you need to learn more about the subject of SEO and website promotion, we invite you to visit our Semalt blog.

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