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It's a normal process when you start to optimize your website the more specific you are, the more precise information you get. For example, when I started to optimize my website, I started using our brand keywords and the numbers were insane from 2% went to 80% of visibility, of course, it just was our main brand keywords. Things changed when I try to use generic keywords then my visibility drop off and then I started to see real numbers It is an arithmetic trick Moz Search Visibility score represents your overall ranking performance for your tracked keywords. It’s calculated by: Taking all of your keywords and the associated URL’s position and applying a CTR for each position. The CTRs are then summed This number is then divided by the total number of keywords. Some useful links from the MOZ Seo Learning Center Related to your question Guide to Rankings Search Visibility Analyze a Keyword