What do the Visibility, Opportunity, Impressions and SERP features cards mean?

The four cards above the Keywords table sum up your searches for the chosen period. Visibility is the share of searchers your positions usually win, Opportunity is the average opportunity score out of 10, Impressions is how often you were seen, and SERP features counts the special result types Google showed your site as. Click any card for its breakdown.

#Visibility

Visibility estimates the share of the people who saw you that a result at your positions usually wins, in other words how many of them click. Position 1 wins about 28% of the people who see it, position 10 about 2%, and each keyword is weighted by its impressions. The change beside it is in points against the previous period. The small bars show your strongest keywords, so one tall bar means a single search is carrying you. Moving existing keywords up raises this more than adding new ones.

#Opportunity

The average opportunity score across your keywords, out of 10. The score blends four things: room to climb from your position, search volume, the gap between your click rate and what the position usually earns, and how hard the search is. The bars show how your keywords spread across the scale; the darker ones score 7 or more, where a small move pays most. The breakdown has Show the quick wins.

#Impressions

Your total Search Console impressions for these keywords. An impression is one appearance in the results: exposure, not a visit. The percentage beside it compares the same period last year. Underneath, ranked higher and ranked lower count keywords that moved since the previous period; click either to filter the table to them.

#SERP features

How many kinds of rich result Google showed your site as this period, such as sitelinks, review stars, video or featured snippets. This is counted across the whole site, because Search Console reports search appearance apart from searches, so it cannot say which keyword earned which feature. "None" means every listing appeared as a plain link. Rich results usually follow structured data (code that tells Google what a page is) on an established page.

#The AI chips

When you have imported Google's AI report, a chip such as 3 cited in AI answers appears above the table: keywords where a page of yours that ranks for them is a source in Google's AI Overviews. If the report is not imported, a line under the cards links to the dashboard to import it. See import your Google AI report.

#Questions people ask

#Why is Visibility not a percentage of all searches?

It describes the people who saw you, not everyone who searched. For that, open a keyword: its details window shows searches a month against how many saw your page. See the keyword details window.

#Do ignored keywords count in the cards?

No. Every card leaves ignored keywords out, as the table does.