What Is Share of Voice?
Share of voice (SOV) measures how visible your brand is in search results for a set of relevant keywords, compared to your competitors’ visibility for those same terms.
How It’s Calculated
A common approach weights ranking positions by estimated click-through rate for a defined group of keywords, then compares your total estimated visibility to the combined visibility of your tracked competitors, expressed as a percentage of the overall “voice” available across that keyword set.
Why It Matters for SEO
Share of voice gives a competitive, market-level view that individual keyword rankings can’t — it’s possible to rank well for many keywords while still losing overall visibility if competitors are winning the terms with the highest actual demand. Tracking SOV over time helps show whether SEO efforts are gaining or losing ground relative to the competitive landscape, not just in isolation.
