What each metric counts

Visibility

The share of queries in which your brand appeared at all, from 0 to 100.

This is the headline number because it is the one that survives explanation to someone who does not use the tool. Fifty questions, named in twenty of them, visibility 40.

Average position

Where your brand sits among the brands named in an answer, averaged only over the answers where you appeared.

Absences are not counted as a bad position. "I am not there" and "I am there, far down" are two different problems with two different fixes, and averaging them together hides both. Read position next to visibility, never alone.

Share of voice

Your mentions as a share of all competitive mentions — your brand plus rival brands.

Marketplaces, review sites and press are excluded. A dental clinic does not compete with an industry ranking, and counting such domains dilutes the metric until it stops reacting to real movements in the answers.

Sentiment

Positive, neutral or negative, judged per mention and averaged. Sentiment moves slowly and is worth watching when a product launch or a bad review cycle lands.

Brand strength

One number from 0 to 100 for comparing periods, composed of:

If sentiment could not be computed, that component is dropped and the remaining weights are rescaled — otherwise a project without sentiment analysis would look permanently weaker than one with it.