{"id":277,"date":"2021-05-26T09:12:57","date_gmt":"2021-05-26T14:12:57","guid":{"rendered":"https:\/\/keyword.com\/blog\/?p=277"},"modified":"2025-09-11T03:02:08","modified_gmt":"2025-09-11T08:02:08","slug":"seo-share-of-voice","status":"publish","type":"blog","link":"https:\/\/keyword.com\/blog\/seo-share-of-voice\/","title":{"rendered":"SEO Share of Voice – What it is and how to calculate it"},"content":{"rendered":"

As an SEO specialist, you want to make sense of the keywords you\u2019re optimizing for and measure it against your competitor\u2019s performance.<\/p>\n

For instance, do you know how much traffic you\u2019re generating for your page based on your target keyword(s) and search position?<\/p>\n

By answering this question, you\u2019ll be able to derive insights about your content versus competitors within search engine result pages. From here, you can make the necessary changes to adjust the direction of your SEO efforts.<\/p>\n

This is precisely what SEO Share of Voice (SoV) is about.<\/p>\n

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What does Share of Voice mean in marketing?<\/h2>\n

Share of Voice is a metric that measures how much awareness do people have about your brand.<\/p>\n

For example, when it comes to copier machines, Xerox has an overwhelming SOV over its competitors. In fact, some people use \u201cxerox\u201d as a replacement for the word \u201ccopy\u201d. This goes to show how strong the brand\u2019s Share of Voice is.<\/p>\n

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What is SEO Share of Voice?<\/h2>\n

SEO Share of Voice is the percentage of your market\u2019s total estimated search traffic going to your website. It is an analysis that shows which websites are shown most often for a keyword set or topic in organic search results.<\/p>\n

The higher your SEO share of voice is, the more traffic from organic search results is generated for your website. This means your website pages are ranking for keywords relevant to your niche.<\/p>\n

If you\u2019re not getting much website traffic that engages favorably with your website from search engines, it is because your site isn\u2019t very visible for popular search queries relevant to your industry. Therefore, your SEO Share of Voice will be low.<\/p>\n

If you run paid search ads in Google Ads, you should be able to find your Share of Voice for your PPC campaigns as well which is an important metric to gauge the effectiveness of your Google Ads campaigns. Based on your keyword and campaign settings, you are able to find out your website\u2019s impressions share against your competitors.<\/p>\n

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Why do you need to track SEO Share of Voice?<\/h2>\n

You need to track SEO Share of Voice because it helps you to identify websites competing for the same topics or search terms over time.<\/p>\n

Therefore, before anything else, you need to know why exactly you should care about your site\u2019s Share of Voice for search.<\/p>\n

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Why you should care about your site’s Share of Voice for search<\/h2>\n

1. It simplifies SEO competitor analysis<\/h3>\n

Most SEOs do competitor research by looking at target keywords they’re showing up for in SERPs and finding ways to leapfrog over them and reach the top spot.<\/p>\n

While this is as good as any tactic you’ll find regarding competitive analysis, adding Share of Voice into the equation along with other metrics (such as <\/span>keyword metrics<\/a>) allows SEOs to analyze multiple keywords at once<\/em>!<\/p>\n

Because SOV covers all keywords your website and competitors are ranking for, the metric provides site owners an overview of their website’s organic search performance against other similar sites.<\/p>\n

From here, you will gain access to other keywords you probably haven’t researched yet. You can then target those new keywords by figuring out how your competitors are ranking for them.<\/p>\n

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2. Helps to improve marketing efforts<\/h3>\n

Once you’ve gathered insights by comparing your site’s SEO Share of Voice against competitors, you must have a clearer picture of how to improve your site’s SEO performance and marketing strategy as a result.<\/p>\n

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3. Raise brand awareness<\/h3>\n

Your SEO Share of Voice gives you insight into your brand awareness based on your impression share in organic search results. You can use it to figure out which keywords to target and to improve ranking positions for. Eventually this will help your website to gain more visibility and capture more market share.<\/p>\n

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Related:<\/strong><\/p>\n

How to see and track competitor keywords<\/a><\/p>\n

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How to Calculate SEO Share of Voice?<\/h2>\n

To calculate the Organic Share of Voice for your website, you must first determine the estimated organic traffic your website is receiving for your target keywords.<\/p>\n

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Here are the latest click through rate averages according to the latest study by Smart Insights<\/a>:<\/p>\n