Search Visibility
Also known as: Organic visibility
The extent to which a property appears in search results for queries it cares about, measured as surface, position distribution, and durability rather than as one number.
Search visibility is a property's presence in search results, broken into parts that move independently: how many queries it appears for, where those appearances sit, how often appearances become clicks, and whether any of it survives a period with no new publishing.
The last part is what separates visibility that is an asset from visibility that is a current result. A property whose visibility decays quickly when publishing stops was renting its position.
Visibility is not value. It is the first of three tests, and a property can be extremely visible on queries attached to no decision and be worth very little. Impressions in particular have become a weak proxy, since they include a large volume of positions nobody has ever scrolled to.