In today’s data-driven marketing world, understanding brand performance is critical. One powerful metric that has gained popularity is the Share of Search. But what is Share of Search, and why should marketers, brand managers, and SEO professionals care about it?
In this guide, we’ll break down everything you need to know about Share of Search, how it compares to Share of Voice, and how you can track it to gain a competitive edge.
What Is Share of Search?
Share of Search (SoS) is a marketing metric that measures the percentage of online search interest a brand commands compared to its competitors within a specific market or category. It reflects how often people are searching for your brand versus others.
Formula:
Share of Search = (Search Volume for Your Brand ÷ Total Search Volume for All Brands in Category) × 100
Example:
If there are 100,000 searches for athletic shoe brands in a month, and your brand gets 20,000 of those searches, your Share of Search is 20%.
Why Is Share of Search Important?
Share of Search is not just a vanity metric — it offers deep insights into brand awareness, market interest, and consumer intent. Here’s why it matters:
1. Brand Visibility Benchmark
It helps you understand how visible your brand is in search engines compared to your competitors.
2. Predictive Indicator of Market Share
Studies suggest that Share of Search is a leading indicator of actual market share. An increase in SoS often predicts a rise in sales and market performance.
3. Real-Time Competitive Analysis
Unlike Share of Voice, which often relies on paid media data, SoS uses organic consumer behavior data, offering a more authentic measure of brand traction.
4. Supports SEO and Marketing Strategy
By tracking your Share of Search over time, you can refine your SEO strategies, content marketing plans, and campaign targeting.
Share of Search vs. Share of Voice
While both metrics assess brand presence, they differ in how they’re measured:
| Metric | Share of Search | Share of Voice |
|---|---|---|
| Definition | % of brand-related search volume in a category | % of ad spend or media mentions |
| Data Source | Google Trends, SEO tools | Advertising platforms, PR data |
| Focus | Organic search interest | Paid or media visibility |
| Use Case | SEO, demand analysis | Ad performance, PR reach |
Key Insight:
Use Share of Voice to measure brand exposure, and Share of Search to gauge brand interest and intent.
How to Measure Share of Search
Here are steps to calculate and track Share of Search using free and paid tools:
1. Identify Your Brand and Competitors
List all key brands in your industry or niche. For example, in the smartphone market: Apple, Samsung, OnePlus, etc.
2. Collect Search Volume Data
Use tools like:
- Google Trends (for relative comparisons)
- Semrush, Ahrefs, or Moz (for exact search volumes)
- Google Keyword Planner (for CPC insights)
3. Calculate the Share
Apply the formula using the monthly search volume data of all brands combined.
4. Track Over Time
Monitor your SoS monthly or quarterly to identify trends, campaign impact, and shifts in consumer behavior.
How to Increase Your Share of Search
Improving your Share of Search requires smart marketing and SEO execution. Here are proven strategies:
1. Optimize for Branded Keywords
Ensure your brand name and related keywords dominate the first page of search results.
2. Invest in Content Marketing
Create high-value content that aligns with search intent, including blog posts, guides, videos, and news articles.
3. Boost Your Online Reputation
Encourage positive reviews, mentions, and user-generated content to build authority and trust.
4. Run Targeted Campaigns
Drive awareness through social media, influencer partnerships, and targeted ads that generate organic searches.
5. Enhance PR & Thought Leadership
Get featured in authoritative publications and use thought leadership content to position your brand as an industry expert.
Tools to Track Share of Search
You can track your SoS using these tools:
- Google Trends – For brand search comparisons over time
- Semrush – Provides branded keyword tracking and competitor insights
- Ahrefs – Offers keyword and brand visibility metrics
- Brandwatch or Meltwater – For combining SoS with Share of Voice and social data
Final Thoughts: Share of Search Is the New Must-Track Metric
In the era of Generative Engine Optimization (GEO) and AI-powered search, brand visibility through search is more important than ever. Share of Search gives marketers a real-time, intent-driven window into consumer interest and brand momentum.
Tracking and optimizing your Share of Search can lead to better SEO performance, higher brand awareness, and ultimately, greater market share.
FAQs About Share of Search
Q1: Is Share of Search the same as market share?
No. But it can be a predictive indicator of market share, especially in categories where search is a key driver of purchasing decisions.
Q2: Can I track Share of Search for product names?
Yes, but ensure you consider brand-level queries vs. generic terms to avoid skewed data.
Q3: How often should I analyze my Share of Search?
Monthly or quarterly analysis is ideal for most businesses.
