Site niche (site visibility in search)

Site niche is a tool that helps assess your site’s visibility in search results and find areas of underperformance.

Data is updated daily. Information is available if the site is already present in search. The better the site is indexed and participates in search, the more information Yandex Webmaster receives about it, and the more complete the data in the report is. To inform the indexing bot about new and important pages of the site faster, use crawling with Yandex Metrica tags or other methods.

For statistics analysis, select a group of queries:

Yandex Webmaster queries

Yandex Webmaster selects queries taking competitors into account. To do this, it analyzes the status of your site in search results: the pages that are included in the search, the queries for which they are displayed.

Custom query groups

On the Managing groups of queries page, you can create query groups that you consider important for the site.

What is site visibility?

Site visibility is a relative parameter that determines the share of site impressions in search results. Visibility dynamics reflect your success in promoting the site in Yandex search.

To track visibility dynamics in different regions, select the region from which visitors made search queries.

Details about site visibility

Site visibility reflects the share of users who were shown the site in search results in response to their queries. The value is expressed as a percentage and is calculated using the following formula:

frac{\sumFrequencyOfQueries\times CTR(Positions)}{\sumFrequencyOfQueries\times CTR(FirstPosition)},

where

• Frequency of queries is the total number of search queries over a period;
• CTR of positions is the CTR of all positions in search results for given search queries;
• CTR of the first position is the CTR of the first position in search results for given search queries.

The calculations take into account the top 50 search results.

Visibility close to 100% means that users see the site in response to almost any search query involved in the analysis. Visibility less than 100% means that only a portion of users see the site in search results.

Search query analysis

When analyzing search queries, you can use the following metrics:

• Popularity is the total daily number of queries in the morphological form specified in the report, on all devices and in all regions.
• Clicks are visitor movements to your site from the Yandex search results page.
• Average position of your site is the weighted average position of your site in search. It may differ from what is observed at the moment, as due to personalization, the site’s position may be different for different users. The metric may be absent if Yandex Webmaster does not have enough data to display.

Landing page check

The landing page is a page on your website that a search result link leads to. Typically, it should respond to the search query and help the user solve their problem.

Yandex Webmaster selects examples of popular pages on other sites that are similar to your landing page. Examples are selected for the entire group of search queries. This means that the found similar page is not necessarily displayed in the search for the search query that is shown opposite the page address in the table.

The can help you:

Check if the landing page matches the search query

1. Select the group of queries you want to check: those selected by Yandex Webmaster or custom ones.
2. Compare the search query and the URL of your site’s page that appears in the search results for the query.

Pay attention to the Popularity and Clicks indicators, as well as the page contents.

Find out if there are errors on the landing page that affect optimization

Yandex Webmaster will indicate if there are issues on the page that may affect the site’s status in search. A message about them may also appear on the Troubleshooting page. For example:

• Failed mobile-friendliness check.
• Missing “title” element.
• Missing “description” meta tag.
• The "title” specified on the page is duplicated on one or more pages of the site.
• The "description” meta tag specified on the page is duplicated on one or more pages of the site.
• The page address is not canonical.
• Page content is duplicated on one or more pages of the site.
• Page is unavailable. The indexing bot receives one of the following HTTP status codes from the server: 3xxx (except 301 and 302), 4xxx or 5xxx.

View competitors’ pages for selected queries

The Popular similar pages column lists examples of pages that respond to the same search queries as your landing page. Examples are selected at random. Pages are considered popular if they occupy high positions in search results.

You can view the found pages to get ideas for improving your site.

How Yandex Webmaster selects search queries

The query core can vary in size. If it is too narrow (only those queries for which the site is already shown in search results) or too broad, it will not reflect the current competitive environment and will not identify areas of potential growth. Therefore, Yandex Webmaster compiles the core to fit your site as accurately as possible.

The word form used by the user in the search. For example, “tool” and “tools” are different search queries.

The ratio of the number of clicks on the snippet to the number of its impressions is measured in percent. It can be said that this indicator reflects the attractiveness of the website page snippet.