You can then go ahead and add one more column for each of your brands, to the right of your current data. In the first cell of these new rows, we want to calculate the share of search for each brand. To do that, reference the original data for the brand and divide it by the sum of all data on that row. If you’d like help measuring your brand’s Share of Search or turning your data into insights that move the needle, reach out to our marketing team at Redefine. We can help you focus your energies where you need them and help you elevate your brand. This helps you connect brand marketing activities to actual public interest and helps to inform your marketing strategy and capitalize on the dips and spikes.
How To Measure Share of Search
Luckily, this data is readily available, either for free or as part of a specialized tool. Excluding brands that are in fact competitors, regardless of their size, will just risk making your reporting look better or worse than it actually is. The formula to calculate Share of Search is extremely simple – the tricky part can be to get the underlying data to power the calculation.
Why Share of Search Metrics Are Important
It’s a textbook case of how Digital PR for SEO can directly contribute to your Share of Search. Because it’s not just about visibility—it’s about increasing branded search volume. People who search for your brand directly are more likely to be engaged, informed, and ready to purchase. Aligning those two pieces — what people are searching and what they find — is often the quickest way to turn branded demand into real business.
How to boost your share of search
Keep in mind that consistent tracking is essential to identify trends and spot growth opportunities. Since Awario collects data in real time, you can watch how your share of voice changes week by week, and see how campaigns, product launches, or PR events shift the conversation. To get started with Awario, first sign up for an account and create a project. Within the project, you’ll set up alerts to monitor specific mentions, like your brand name, product descriptions, and competitors.
- Unlike non-branded keywords or generic terms like “running shoes,” share of search zeroes in on brand names.
- This helps you focus only on the topics that are clearly about your brand.
- Despite this it is sometimes taken for granted or ignored by SEO teams under the premise that they can’t do anything to improve it (most brands will rank in 1st position for a branded search).
- Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights.
- Like market share, accurate data on advertising spend is often difficult to obtain, making share of search a more accessible alternative.
Over just two weeks (February 4–17, 2025), the mascot was mentioned about 169,000 times online. On February 11 (the day the brand revealed Duo’s “death”) mentions shot up by more than 25,000% compared to normal levels. The law firm also experienced a significant increase in brand searches. Share of Search on the other hand is purely digital, without any direct input needed from consumers. This means that you can get real-time information, whenever you need it, for free.
Use real-time topic data to create content that resonates and brings results. In a Google Trends comparison of Steve Madden, Everlane, and Stitch Fix, the average interest scores were 58, 9, and 7, respectively, totalling 74. See 12 SEO examples from real websites showing what works in organic search with actionable takeaways you can apply to your own site. By systematically closing these gaps, you build parity in authority and make it more likely for consumers to search for your brand alongside or instead of competitors. That means every time your competitor earns a mention without you, their share of search edge grows. That’s why building a content library around branded terms is essential.
Awario then uses this information to collect mentions from various online sources and social media. You can refine your alerts with filters for location, language, and specific sources. Awario monitors all major social networks (X, Facebook, Instagram, YouTube, Reddit), plus blogs, news sites, and the wider web. It calculates your share of voice — the percentage of conversations mentioning your brand compared to competitors.
- Regardless of what terms you look up, you’ll always see that one of them will have a single peak at 100 popularity and all other data points are relative to that.
- There’s also the fact that some brands won’t be searched for as widely, even if they are big players in their market.
- This will make it easier to track brand demand without manual comparisons.
- To properly analyze SoS for clients, Kantar has an AI-driven analytics engine that expertly navigates the intricacies of this metric.
- Share of search can be calculated as the total search volume of your branded keyword divided by the combined search volumes of all brand-related keywords in the industry.
- Many teams now run Share-of-Search analysis (sometimes written as ShareOfSearch or Share-of-Search) alongside classic SEO reporting to understand real brand demand.
Tools To Track and Measure Share of Search
When analyzing share of search, two critical factors to consider are search volume and intent. Search volume refers to the number of searches performed for a particular keyword or phrase, while intent delves into the reason behind those searches. As SEO and brand marketing continue to overlap, SoS can act as a shared metric to unify efforts across content, messaging, and performance tracking. A rising Share of Search means more people are searching for your brand. This shows if campaigns, content, or PR efforts are building recognition.
Let’s begin with a clear definition of what share of search is, and how search data can impact brand visibility. SoV (Share of Voice) estimates the overall success of the company’s marketing strategy which directly influences the SoS (Share of Search). The value of the SoS directly correlates with the SoM (Share of Market) metric. Higher SoV (marketing expenditure) leads to higher SoS (Brand’s SERP visibility in Google) https://construction-rent.com/learning-python-for-data-automation-what-you-actually-need-to-know.html and therefore to higher SoM (number of generated sales by a company).
Brands that monitor SoS alongside their own campaign and commercial data have time to adjust acquisition spend, renegotiate affiliate terms, or accelerate a campaign before competitors can respond. In iGaming, the SoS-to-market-share lag runs roughly 1–4 months — shorter than the 6–12 months Les Binet measured in automotive, because iGaming acquisition cycles are faster. Short-term SoS movements warrant attention, but confirm them with 60-day trend data before acting on a single week’s shift. BAP (Brand Accumulated Power) is a brand’s percentage share of total market demand in a country and period. A brand at 12% BAP holds 12 cents of every dollar of acquisition demand in that market.