Competitive Analysis Product Video
Hear how Rosetta, Food Network, ModCloth, Golf Channel, and BuySeasons gain the competitive edge with BrightEdge
Both the number and types of digital channels that a practitioner can leverage to outrank their competition has exploded. Until now, practitioners had to guess their online market share and relevance across their web site, blogs, social media, video sharing, mobile content and other channels manually, without the confidence of a proven system.
BrightEdge’s patented SEO Share of Voice technology bridges the knowledge gap between guessing and knowing who has the greatest share of voice in organic search, which is incredibly useful information for any SEO practitioner. Use Share of Voice to instantly understand each of your competitors combined on-page, off-page and site structure to boost their rankings on a given set of keywords.
What is Share of Voice?
Traditionally Share of Voice was the % of total ads one brand had vs the other brands in their industry. In search marketing, Share of Voice is the % of the search traffic a brand gets on the SERPs. Because the click-through rate drops by roughly half for each position between 1st, 2nd, 3rd and 4th, Share of Voice in search in search is the same thing as rank. BrightEdge click-curve research shows that within Universal Search results, 1st position desktop gets roughly 30% of the traffic, 2nd gets roughly 15% and 3rd roughly 10% and 4th roughly 5%. SEO performance in these above-the-folde positions can have a huge impact.
How to calcualte Share of Voice in SEO
Basically you want to analyze your site's performance vs. a named set of competitors on a topic that can encompass multiple keywords. Define a set of keywords, claculate the rank for a set of competitors, multiple the click rates stated above by the query volume and this will give you a weighted average Share of Voice on the topic. On a large set of thousands of keywords, this is not practical which is why most larger and mature brands employ a platform like BrightEdge to handle their Share of Voice tracking and calculations. Request a demo today to learn how you can use Share of Voice reporting to improve your competitive tracking and response.
The Share of Voice reports are extremely useful to our company. We like to see how well we’re performing relative to our competitors, and because we are a new and still kind of an emerging brand, it’s a great way to benchmark how far we’ve come relative to who we know we’re competing with in the SERPs.