The Rankings Method
This is another simple method to measure visibility within search. The main advantage is that brands can analyse visibility within unbranded searches. For example, keywords like ‘project management app’ rather than branded terms like ‘Asana’. But, it’s a bit of a blunt instrument and delivers no insight into the audience size reached through search.
Within a set of keyword searches, Google will link to lots of different websites. This method looks at how many times Google links to each website within that set.
So, if we look at the top ten results for five keywords, we will have a sample of 50 links. Those websites may link to as many as 50 different websites. But in most cases, there will be several links to a few of the same websites. If there are five links to one website, we can assign that website a 10 per cent share of those searches.
It’s a smart way to find out who you are competing with on search. The websites with the greatest footprint in relevant searches might surprise you. But, as we all know, location is everything. Many people click on the first result they see on Google. Yet, this approach gives equal weighting to websites, regardless of where they rank. So, a website that ranks #1 for five searches would have a smaller share than a website that ranks #10 for six searches.