Measurement of Online Visibility

To attract web visitors via the internet it is fundamental for all kinds of online activities to be “visible ”in the net. Visibility measurement is important for web sites: it helps to define benchmarks with respect to competition and allows to calculate visibility indices as predictors for site traffic.This paper discusses a new approach to measure online visibility (OV) and compares it with one known from the literature.We describe physical and psychological drivers of OV and suggest a measurement of OV that works automatically as a robot in the internet. Managerial implications to make web sites “smelly ”or “visible ”are also discussed.