Visibility Matrix Overview
The Visibility Matrix is a grid view where rows are your tracked keywords and columns are your competitors. Each cell shows the organic ranking position plus badges for ads and AI visibility, giving you a complete competitive picture in a single view. Open it from Organic Search > Ranking Matrix or the sidebar.
Reading the Matrix
The matrix displays up to 10 competitors as columns. If you have more than 10 competitors, a note indicates how many are shown. The keyword column on the left is sticky so it stays visible as you scroll horizontally. Each keyword row also shows the current trend score with a green arrow.
Cell contents show three data points layered together:
- Organic position number - the competitor's Google ranking for that keyword (for example, #1, #5, #14) or an em-dash if not ranked
- ADS badge (blue) - appears when the competitor is running Google Ads for that keyword
- AI badge (pink) - appears when the competitor has AI visibility for that keyword, from either AI Overviews or AI chatbot mentions
Cell Color Coding
Cell background colors indicate ranking quality at a glance:
| Color | Position Range | Meaning |
|---|---|---|
| Green | 1-3 | Top of page 1 |
| Yellow/Amber | 4-10 | Rest of page 1 |
| Red | 11-20 | Page 2 |
| Gray | Not ranked | No organic presence detected |
A legend card above the grid explains all colors and badges.
Gap Analysis View
Switch to the gap analysis view to focus on keywords where your brand has no presence but competitors do. Three gap types are available:
- Ads Gaps - keywords where competitors run ads but your brand does not
- Organic Gaps - keywords where competitors rank organically but your brand does not
- AI Gaps - keywords where competitors have AI visibility but your brand does not
The gap view shows each keyword with its trend score, how many competitors have presence, and which competitors by name. Gaps are sorted by trend score descending so the highest-value opportunities appear first.
Data Sources
The matrix pulls from four data sources in a single batch load:
- Organic positions - Google search rankings from SerpAPI snapshots
- Ads data - Google Ads presence from DataForSEO and Google Ads Transparency
- AI Overview mentions - Google AI Overview appearances
- AI Chat mentions - mentions across ChatGPT, Claude, Perplexity, and Gemini
Exporting Data
Click Export CSV to download the matrix. The full matrix export includes columns for each competitor with their rank, ads presence, and AI visibility. The gap analysis export includes keyword, trend score, competitor count, and competitor names. Both exports use your current filter settings.
Using the Matrix Effectively
- Find gaps - look for rows where your column is gray but competitor columns are green. These are keywords where competitors rank but you do not.
- Spot threats - watch for keywords where competitor cells are darker (higher ranking) than yours
- Identify strengths - green cells in your column with gray cells in competitor columns show where you dominate
- Monitor ads activity - blue ADS badges reveal which keywords competitors are actively bidding on
- Track AI overlap - pink AI badges show where AI platforms mention competitors, highlighting gaps in your AI optimization strategy