Share of Voice in SEO and Organic Search

Share of Voice Analysis for the Competitive Edge

share of voice chart

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.

Share of voice analysis line plot

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.

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.