Share of voice
How much of a topic's total search visibility your brand owns versus competitors.
In depth
What it really means
Share of voice, in SEO, measures how much of the available visibility for a set of keywords your brand captures compared to everyone else. Instead of tracking one ranking, it tells you your slice of an entire topic.
It reframes SEO from single keywords to market presence. A rising share of voice means you are winning the topic; a falling one means competitors are, even if a few individual rankings look fine.
Share of voice = your visibility across the keyword set ÷ total visibility of all players × 100
Visibility usually weights each ranking by position and search volume, so page-one gains count more.
Best practices
- Define the keyword set that represents your topic or market.
- Track share of voice across the whole set, not single ranks.
- Benchmark against your real competitors, not the whole web.
- Watch the trend over time more than any single reading.
- Tie gains to the clusters and refreshes that drove them.
- Use it to prioritize where to invest next.
FAQs
What is share of voice in SEO?
Your brand’s slice of the total search visibility for a set of keywords, compared to competitors. It measures topic presence, not one ranking.
How is share of voice calculated?
By summing your weighted visibility across a keyword set and dividing by the total for all players, usually weighting by position and search volume.
Why track it instead of rankings?
Because it shows whether you are winning the whole topic. Individual ranks can look fine while your overall share slips.
What keyword set should I use?
The set that represents your topic or market, and benchmark against your genuine competitors rather than the entire web.
What’s a good share of voice?
It’s relative. The useful signal is the trend: rising means you are gaining ground on competitors, falling means you are losing it.
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