Average Position

How Average Position is Calculated

In Semrush, Average Position is calculated by determining the ranking position of each keyword in your campaign and then averaging those positions. For example, if you have three keywords ranking in positions 3, 7, and 15, your Average Position will be:

(3 + 7 + 15) ÷ 3 = 8.33.

For any keyword where you’re not ranking (i.e., your website doesn’t appear on the first few pages of search results), Semrush assigns it a ranking of 100. This means that any non-ranking keyword will negatively affect the Average Position, making it appear higher (less favourable) than it would be if you were ranking for more keywords.

Importance of Average Position in SEO

Tracking SEO Performance Over Time
Average Position provides an ongoing metric to track the performance of your SEO efforts. By monitoring how your Average Position changes over time, you can determine whether your SEO strategies are improving or whether adjustments are needed. A steady decrease in Average Position (toward lower ranking numbers) is typically a sign that your SEO campaign is gaining traction and your keywords are moving up in search results.

Assessing Keyword Visibility
Average Position reflects how visible your website is for your target keywords. If your Average Position is high, it suggests your website may not be ranking well for important search terms, which could impact organic traffic and conversions. On the other hand, a lower Average Position indicates better visibility and a higher chance of driving relevant organic traffic to your site.

Identifying Opportunities for Improvement
By analysing your Average Position in detail, you can identify areas where specific keywords or pages might be underperforming. For instance, if you find that some important keywords are ranking beyond page one (e.g., positions 15-30), you can allocate additional resources to improve those rankings through enhanced content, backlinks, or technical SEO improvements.

Evaluating Keyword Strategy Effectiveness
This metric is also crucial in evaluating the effectiveness of your keyword strategy. If your Average Position remains stagnant or rises, it may suggest that your keyword choices are too competitive, or that your SEO efforts for those specific terms need to be strengthened. Conversely, a steady improvement indicates that your chosen keywords are effective and that your optimisation efforts are working.

Comparing Against Competitors
Average Position can be used to compare your rankings to competitors in the same market. By tracking the same keywords that your competitors are targeting, you can see how you measure up in terms of visibility and performance. If your Average Position is lower than theirs, it may indicate areas where they are outperforming you, providing insights into their strategies that could be adopted or improved upon in your own campaign.

Factors That Impact Average Position

Several factors can influence your Average Position in search results:

Search Engine Algorithm Updates: Changes in search engine algorithms can affect how your website ranks for specific keywords, either improving or lowering your position.

Competitor Activity: If your competitors improve their SEO efforts and begin to rank higher for similar keywords, it can negatively affect your Average Position.

Content Quality: High-quality, optimised content that addresses user intent can improve keyword rankings and, consequently, your Average Position.

Backlinks: Building authoritative backlinks to your website or specific pages can help increase your rankings, bringing your Average Position closer to the top of search results.

On-Page SEO: Optimising on-page elements like meta tags, headings, images, and internal linking can also influence your keyword rankings.

Why is a Low Average Position Important?

A low Average Position (close to position 1) is critical because it correlates with increased visibility and a higher likelihood of attracting organic traffic. Most users tend to click on results that appear on the first page of search results, particularly the top three or four results. If your website is ranking high for relevant search terms, you are more likely to capture traffic, increase brand awareness, and ultimately drive more conversions.

How to Improve Average Position

Improving your Average Position is central to achieving long-term SEO success. Here are some strategies that can help:

Target Long-Tail Keywords: Long-tail keywords are often less competitive and more targeted, allowing for higher ranking opportunities with less effort compared to broader, high-competition keywords.

Optimise Existing Content: Regularly update and optimise your existing pages with more detailed content, better keyword targeting, and enhanced user experience.

Build High-Quality Backlinks: Backlinks from reputable and authoritative websites help improve your site’s credibility, which can improve keyword rankings.

Improve Technical SEO: Ensure your site is technically optimised, with fast loading speeds, mobile responsiveness, and a clear site structure to enhance crawling and indexing by search engines.

Focus on User Experience (UX): A positive user experience, including easy navigation and high-quality content, encourages longer site visits and higher engagement, which can influence rankings.

Conclusion

Average Position is an essential metric for SEO professionals and businesses seeking to track their visibility in search results. By understanding how your Average Position reflects the performance of your SEO campaigns, you can fine-tune your strategies, set realistic expectations, and focus efforts on improving rankings. A lower Average Position means greater visibility, more traffic, and a better chance of securing top positions in search engine results pages (SERPs).