🎯 What the Visibility Score captures
In generative search, visibility is not only about being present, but also about how prominently a brand or domain appears in the answer.
The Visibility Score measures the overall visibility level of a brand and/or a domain within LLM-generated responses, based on:
how often it appears,
and, when applicable, how highly it is positioned when shown as a link.
The score is expressed as a percentage from 0 to 100, where higher values indicate stronger and more consistent visibility across results.
Depending on the view, the Visibility Score can be calculated for:
Brand mentions
Domains appearing as links
or both combined
🧮 How the Visibility Score is calculated
The Visibility Score combines two complementary signals:
Presence Rate: how often a brand or domain appears across individual search results.
Average top ranking (links only): how prominently a domain is positioned when it appears as a link in the generated answer.
These signals are aggregated into a normalised score in percentage from 0 to 100.
The higher the presence and the better the average position, the closer the Visibility Score is to 100.
🔍 How to read the Visibility Score
The Visibility Score should be read as a relative and comparative signal.
A high score indicates frequent and prominent visibility
A lower score may reflect limited exposure, weaker positioning, or both
Because the score aggregates multiple signals, it is most meaningful when compared across engines, thematics or periods.
🔗 How this KPI fits with other signals
The Visibility Score complements:
Presence Rate, which focuses on frequency of appearance
Sentiment Score, which qualifies how brand mentions are framed
Together, these KPIs help distinguish:
frequent but low-impact visibility
strong positioning with limited coverage
and visible narratives that are positively or negatively framed