What is Share of Voice?

In SEO Share of Voice is a percentage of the search traffic a brand gets on the SERPs compared to the competitors. Share of Voice helps to better understand competition and identify gaps in content coverage. 

Share of Voice in search is the same thing as rank because the click-through rate drops by roughly half for each position between 1st, 2nd, 3rd, and 4th. BrightEdge click-curve research shows that within Universal Search results, 1st position desktop gets roughly 30% of the traffic, 2nd gets roughly 15%, 3rd roughly 10%, and 4th roughly 5%. SEO performance in these above-the-fold positions can have a huge impact.  

Why is Share of Voice Important?

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.

Share of Voice and Competitive Analysis

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. Share of Voice is also used to better identify gaps in content coverage. 

• Surface unknown competitors - Uncover competitors you aren’t tracking but who rank well for a particular keyword or keyword group
• Detailed competitive analysis - Identify a competitor’s rank for any particular keyword and the associated ranked pages for that keyword. Click into the associated URLs and view a comprehensive report including the page profile, backlinks, keyword rankings and search volume.
• Analyze by segment - Instantly map out all your competitors exhaustively by creating Share of Voice reports for each particular product or category using the corresponding keyword groups.
• Competitive benchmarking - Every time you run a Share of Voice report they are saved automatically, which can be used for historical benchmarking against the competition.
• Discover potential partners - In addition to providing an unbiased view into the competitive landscape, Share of Voice reports will help you uncover potential partners to reach out to for display ads or as sources of backlinks (white hat, of course).
• Trended Share of Voice - Track trends in the Share of Voice and assess the effectiveness of content strategies and tactics; take corrective measures, if needed.
• Support for large keyword sets - Track Share of Voice for keyword groups with up to 5,000 keywords.
• Refresh Share of Voice automatically - Automatically run Share of Voice in sync with weekly keyword analytics refresh.
   

How to Calculate 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, calculate the rank for a set of competitors, multiply 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 more 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.

As brands become publishers, content is being created, consumed, and shared at unprecedented scale. Now more than 27 million pieces of content are shared each day— making content marketing more strategic for businesses than ever. Brands are eager to understand what content performs and measure how that content impacts their business.

Win in the Content Battleground

We believe that the digital world is a battleground. As consumers interact with dozens of brands, every brands’ content is fighting a battle. To remain competitive, marketers need to understand who they are competing with, and what their competitors are doing to succeed. BrightEdge has built technology that enables brands to address this challenge head on and create content that wins in the content battleground.  What’s unique about BrightEdge is that we don’t just rely on first party data, instead we analyze the web at scale to provide actionable insights of what it takes to win.

With Content Optimizer 3.0, BrightEdge brings the power of BrightEdge directly inside Adobe Experience Manager (AEM) to support proactive content optimization during the content creation process. Content Optimizer 3.0 provides that crucial competitive edge: the ability to tap into web-wide competitor content data. With competitive analysis alongside actionable recommendations, Content Optimizer 3.0 helps marketers to produce quality content that is targeted for the user, optimized at the time of creation, and measured at scale. When a marketer knows where their competition is succeeding and failing, they can be significantly more strategic.

BrightEdge + Adobe

BrightEdge is an Adobe Accredited Application Partner, with a five-year history of developing several integrated technology offerings. BrightEdge Content Optimizer brings the most powerful features and the intelligence of BrightEdge seamlessly into Adobe Experience Manager through an enterprise ready integration.

Content Authors: Bridge the Gap Between Content and Performance at the Time of Content Authorship

Now, for the first time content writers can increase the impact of their content while at the same time increasing their productivity. Armed with the machine learning insights into demand from BrightEdge (powered by the BrightEdge Data Cube), authors can focus on the right topics. Through an intuitive user interface, Content Optimizer guides writers in a step-by-step fashion to create content that is optimized for maximum traffic, conversions, and revenue without breaking or slowing down their content creation flow in AEM. Key benefits for content authors:

• Integrated Workflow — Access Content Optimizer’s step-by-step guided user interface within the existing AEM page-editing menu sidekick (AEM 5) or within the top navigation Content Optimizer icon (AEM 6), enabling seamless optimization in parallel with the content creation process.
• Competitor Analysis — With the BrightEdge Data Cube, utilize a detailed analysis of competitors’ digital content, with immediate insights to quickly take action. Webpage content is broken into page components, along with recommendations to create content that wins from day one.
• Consumer Demand Targeting — Guides content writers to topics that are highest in demand and lowest in competition, ensuring content is optimized from day one.
• Content Optimization Progress Tracking — Focus on what matters with up to 16 on-page recommendations that have the most impact on search performance. Recommendations guide content authors seamlessly through each step directly within AEM, prompting optimization recommendations for highly effective content.

Recommendations show the steps needed to drive performance – before authoring content

Online Marketers: Maximize Revenue From Content

With BrightEdge Content Optimizer, organizations are provided with recommendations that evolve along with the search landscape, and are compliant with the complex structure of large websites. Key benefits for online marketers:

• Policy Compliance Across an Organization — Manage policies with out-of-the-box support for multiple teams, templates, websites, and policies. Set guidelines at the account level, or for all site-wide content and enforce compliance across multiple teams and templates.

• Page to Content Pairing — Pair content with targeted web pages to rank in organic search for the correct content without cannibalizing other pages.

• Powerful Competitive Insights — Track top competitor strategies on page elements and use the insights to optimize pages for best performance.

Administrators: Leverage a Flexible, Seamless, and Adaptive Integration

Organizations can easily customize the impact level of content for their different business units with automated web content policy management, all while maintaining a secure enterprise environment.

• Designed for Enterprise Architecture — Working with current infrastructure and IT investments, data is transferred through HTTP proxy and standard package share installation.

• Enterprise Grade Security — Secure API access with government level encryption policies.

• Trusted Technology — BrightEdge actively supports over 7,200 account integrations via the BrightEdge Connect API.

Online Marketers: Measure Compliance Across Your Content Authoring Team

Understand specific areas of your site where optimizations are being made, or still need to be made, and create a culture of content optimization

Leveraging social media for search provides a significant opportunity for digital marketers to provide broad sweeping organization benefits, including: reputation management, increasing brand and product visibility, and driving engagement on social media sites.

Through a partnership with Facebook, BrightEdge has introduced a new way for digital marketers to effectively analyze, track, and optimize content performance for Facebook. BrightEdge is a Facebook-approved technology vendor in the highly selective Facebook Preferred Marketing Developer (PMD) program: an indication of the external validation of the unique ability BrightEdge has in delivering technology that makes social marketing easier and more impactful.

BrightEdge drives Social Content Performance with Facebook by:

• Optimizing Facebook pages for relevance with search engines to increase organic rankings and traffic for those pages
• Measuring the impact of Facebook Shares and Likes on improving rankings of any page on your website, especially pages targeting high-value head terms
• Competitive analysis of your competitors social strategies to identify opportunities for you to gain an advantage
• Demonstrating the ROI of your social efforts by creating reports and dashboards that measure the impact of your Facebook engagement, including traffic and revenue metrics

Taking Social Content Performance efforts for Facebook a step further, BrightEdge S3 Social Site Audit makes it possible to quickly analyze and track all Facebook optimizations by measuring compliance with Open Graph. Social Site Audit provides automated recommendations and instant reporting on Facebook optimization, giving practitioners and executives instant visibility into how Facebook is impacting their organic performance today, and over time.

Practitioners at multi-national firms aspire to reach customers worldwide and drive leads, revenue and traffic through global initiatives. They also seek a greater return on marketing investments by looking beyond just a single country. Companies see global digital marketing as a means to maintain brand consistency worldwide while accommodating for local nuances. A global approach to digital marketing addresses these needs.

BrightEdge S3 Enables Global Content Performance

BrightEdge S3 allows for you to:

• Rank Globally – Drive global conversions with support for 145 country/language combinations across 6 continents.

• Collaborate Internationally – Leverage customizable dashboards and workflow management for easy collaboration across international teams

• Boost Marketing ROI – Extend proven BrightEdge business impact to all geographies

• Maintain Brand Online – Reinforce global brand while tailoring to local sensitivities and colloquialisms

Only BrightEdge S3 is a truly global platform, supporting the following Search Engines / Countries:

Search engines have taken the next step in providing the most relevant results to consumers – displaying different results pages for small geographical locations, even cities that are just miles apart.

Identical queries issued in two cities just a few miles apart result in different local 3-pack rankings

With digital experiences varying according to location you can get a skewed view of content performance if you neglect local SEO and confine your analysis of organic demand (search volume) and content performance (organic ranking) to a single location, such as a large metro area.

Instead, it’s critical to understand how your customers experience search locally, and to optimize your local SEO for the specific locations that matter to your business. Only BrightEdge provides the volume and granularity in search insights to help you hone in on and connect with target audiences in key regions.

Evaluate content experiences from your customers' viewpoints

With enhanced HyperLocal capabilities, the BrightEdge platform is the only SEO solution that allows digital marketers to understand how topics and content perform for searches conducted in every corner of the globe.

Access search volume and rank data for search engines in over 32,000 US and 36,000 non-US cities across desktop and mobile. Or, add custom locations, like retail store addresses, for an even more granular view. Get the clearest and most accurate look at how pages are performing in the specific locations that are the most critical to business success.

Target customers according to residence or other location-based criteria

When you have location information for your target audiences – such as their cities of residence or other location-specific data – track, assess, and optimize content performance to ensure that you display prominently in the SERPs for these locations.

Drive customers to local brick-and-mortar locations

Organic is no longer solely a driver of online traffic; with the growth of mobile search, local SEO is also a significant source of physical traffic to brick-and-mortar locations. View performance for the local search engines closest to each of your storefront locations and optimize to beat the local competition.

Assess trending of your brand visibility in key markets

View how your brand has performed compared to major competitors in key markets over time. Trended performance data allows you to zero in on where you are missing out and where improvements will help you beat the competition.

Secure the most granular local SEO insights on search demand across the globe

Investigate fluctuations in search demand across multiple locations

Interest in and demand for the same products can fluctuate greatly across locations. Track and compare the search volume across various geographical regions to understand differences in demand and allocate resources where opportunity is the greatest.

Select regions for intentional expansion – with confidence

With access to over 36,000 international search engines, and the ability to set custom locations, you can view and compare search volume across different locations across the globe to understand where there is the highest demand for your products and services.

As the only search and content solution that provides insights at the greatest volume and highest resolution, BrightEdge enables digital marketers to understand how pages are performing in the specific locations that are most critical to their business success.