share of search

The Ultimate Guide to Share of Search in 2023

Have you heard of share of search? If not, you’re in for a treat. In this ultimate guide, we’ll demystify this important metric and show you how it can grow your online presence. Think of it as your digital barometer of success: the more you have, the more people see your content.

We’ll walk you through what share of search is, why it’s a key indicator of marketing success, and how to measure it. We’ll also share some effective strategies to help you increase your share of search. Ready to take your online marketing to the next level? Let’s get started!

What is the Share of Search?

Share of Search is a metric used in digital marketing to assess the visibility and popularity of a brand or product in online search results. It represents the proportion of total searches related to a particular industry, product, or brand that a specific entity (like a company or a brand) receives.It’s a dynamic indicator of consumer interest and can provide insights into market trends and competitive landscapes.

To calculate Share of Search, you first need to identify the total number of searches related to a particular industry, product, or brand over a defined period. Then, you determine how many of those searches were specifically for your brand or entity. The formula for how to  calculate Share of Search is:

Share of search = (Number of organic searches for your brand / Total number of organic searches for all brands in your industry) x 100

For instance, let’s consider a hypothetical scenario in the fast-food industry. Suppose there were a total of 100,000 searches for fast-food restaurants in a month, and out of those, 30,000 were for McDonald’s, 25,000 were for Burger King, and 45,000 were for various other fast-food chains. The Share of Search formula  for McDonald’s would be:

Share of search vs. share of voice vs. market share

Share of Search

Definition: Share of Search strategy which measures the proportion of total searches within a specific industry or category that are related to a particular brand, product, or entity.

Focus: It specifically pertains to online search queries and indicates the level of consumer interest and engagement with a brand in the digital space.

Calculation: It is calculated by dividing the number of searches for a brand by the total number of searches in a given category, and then expressed as a percentage.

Example: If there were 100,000 searches for smartphones in a month, and 40,000 were for Apple, then Apple’s Share of Search would be 40%.

Share of Voice

Definition: Share of Voice refers to a brand’s visibility and presence in the overall media landscape, including traditional advertising channels like TV, radio, print, as well as digital platforms.

Focus: It encompasses both online and offline channels and measures a brand’s exposure in relation to its competitors across all forms of media.

Calculation: It is calculated by dividing a brand’s advertising presence (e.g., total ad impressions) by the total advertising presence of all brands in the industry.

Example: If Apple had 30% of the total advertising impressions in the smartphone industry, then its Share of Voice would be 30%.

Market Share

Definition: Market Share represents the portion of the total sales or revenue within a specific industry that a particular company or product holds.

Focus: It is not limited to digital channels and encompasses all sales, both online and offline. It indicates a brand’s performance in terms of actual revenue generation.

Calculation: It is calculated by dividing a company’s total sales or revenue by the total sales or revenue of the entire industry.

Example: If Apple’s revenue from smartphone sales accounted for 25% of the total revenue generated by all smartphone companies, then Apple’s Market Share in the smartphone industry would be 25%.

Why it’s important to track the share of search?

Consumer Interest and Trends

Insight into Consumer Behavior: Share of Search analysis provides real-time data on what consumers are actively searching for online. This insight helps businesses understand evolving trends, interests, and preferences.

Early Indicator of Demand: By monitoring shifts in Share of Search, companies can identify emerging trends or products that are gaining traction in the market. This allows for timely adjustments in marketing strategies or product offerings.

Competitive Analysis

Benchmarking Against Competitors: Comparing your Share of Search with that of competitors reveals how well your brand is performing relative to others in the same industry. This information is invaluable for assessing your market position.

Identifying Competitor Strategies: Observing changes in a competitor’s Share of Search can provide insights into their marketing efforts and potentially reveal new tactics or product launches.

Effectiveness of Marketing Campaigns

Measuring Campaign Impact: Share of Search is a direct indicator of the impact of marketing campaigns on brand visibility. If a campaign is successful, it should lead to an increase in Share of Search.

Optimizing Marketing Spend: By tracking Share of Search, businesses can allocate resources more effectively. They can identify which campaigns or channels are driving the most search interest and optimize their marketing budget accordingly.

How to measure share of search?

Certainly! Here’s how you can measure Share of Search tool using Google Trends, Keyword Overview Tools, and Surround Sound SEO, along with an additional tool:

Google Trends:

share of search tool

Step 1: Select Relevant Keywords:

Start by identifying the key search terms or keywords that are relevant to your industry, brand, or product.

Step 2: Compare Search Interest:

Enter these keywords into Google Trends and compare their search interest over a specific time period. This tool provides a visual representation of how search interest fluctuates.

Step 3: Analyze Share of Search:

Pay attention to the relative search volumes of your selected keywords compared to your competitors. This gives you an indication of your Share of Search in comparison to others.

Keyword Overview Tool (e.g., Ahrefs, SEMrush, Moz):

share of search

Step 1: Enter Keywords:

Input your selected keywords into the keyword overview tool. These tools provide detailed information on search volume, keyword difficulty, and other relevant metrics.

Step 2: Analyze Competition:

Look for metrics that indicate the competitiveness of these keywords, such as Keyword Difficulty or SERP analysis. This will help you understand how well your brand is performing against others in terms of search visibility.

Step 3: Estimate Share of Search:

While the tool may not explicitly provide a “Share of Search” metric, you can estimate it based on the search volumes and competitiveness of your selected keywords.

Surround Sound SEO

Step 1: Identify Core Keywords:

Define a set of core keywords that are most relevant to your brand or product.

Step 2: Create Comprehensive Content:

Develop high-quality content around these core keywords. This content should be informative, engaging, and designed to rank well in search results.

Step 3: Promote Across Platforms:

Utilize various online channels (e.g., social media, forums, blogs) to promote your content. This creates a “surround sound” effect where your brand is consistently present in multiple online spaces.

Step 4: Monitor Performance:

Use web analytics tools to track the performance of your content. Look for increases in organic traffic, keyword rankings, and overall online visibility.

 Google Search Console:

how to measure share of search

Step 1: Verify Your Website:

Ensure your website is verified in Google Search Console, which provides valuable data on how your site performs in Google search results.

Step 2: Analyze Search Queries:

Use the Search Analytics report to see which queries lead users to your site. This data can help you understand the keywords that are driving traffic to your website.

Step 3: Assess Click-Through Rates (CTR):

Analyze the CTR for specific keywords. A high CTR indicates strong visibility for those keywords.

How to Improve your share of search?

Here are the steps to improve your share of search:

1. Keyword Research and Optimization

Keyword Research: Identify high-relevance keywords and phrases related to your industry, products, or services. Use keyword research tools to find keywords with high search volumes and relatively low competition.

On-Page Optimization: Optimize your website’s content by incorporating these keywords naturally into your web pages, meta titles, meta descriptions, and header tags. Ensure your content provides value and answers users’ questions effectively.

2. Content Creation and Quality

Create High-Quality Content: Develop informative, engaging, and shareable content that addresses user needs and interests. Consistently producing valuable content can help improve your Share of Search.

Diverse Content Types: Diversify your content with blog posts, articles, videos, infographics, and other media formats. Cater to different preferences and consumption habits of your audience.

3. Technical SEO

Site Speed and Mobile Optimization: Ensure your website loads quickly and is mobile-friendly. Google considers these factors when ranking websites in search results.

Site Structure: Organize your website with a clear and logical structure. Use XML sitemaps and schema markup to make it easier for search engines to crawl and understand your content.

SSL Certificate: Secure your website with an SSL certificate to boost user trust and enhance SEO rankings.

4. Backlink Building

Quality Backlinks: Focus on acquiring high-quality, authoritative backlinks from reputable websites in your industry. Natural backlinks improve your website’s credibility and search rankings.

Guest Posting: Contribute guest posts to relevant blogs and websites with a link back to your site. This helps establish your authority in your niche.

5. User Experience and Engagement

Mobile Responsiveness: Ensure a seamless user experience on mobile devices. Google prioritizes mobile-friendly websites in its rankings.

Page Speed: Optimize your website’s loading speed to reduce bounce rates and improve user experience.

User Engagement Metrics: Monitor metrics like time on page, click-through rates (CTR), and bounce rates. Engaging content that keeps users on your site can positively influence your Share of Search.

6. Local SEO

Google My Business: Set up and optimize your Google My Business listing to improve local search visibility. Encourage reviews and ratings from satisfied customers.

Local Keywords: Include location-specific keywords in your content and meta tags to target local searchers.

SERP visibility: An alternative of “Share of search”

SERP (Search Engine Results Page) visibility is closely related to Share of Search, and it can be considered as an alternative metric to some extent. However, they have distinct differences in terms of what they measure and how they are calculated as above we discussed about share of search now lets understand SERP:

SERP Visibility:

Focus: SERP visibility measures how often a particular website or webpage appears in search engine results for specific keywords or queries. It assesses the presence and ranking of a website on search engine results pages.

Calculation: It is typically calculated by tracking the rankings of a website’s pages for target keywords and analyzing their click-through rates (CTR).

Use: SERP visibility is used to evaluate a website’s overall performance in search results, monitor changes in rankings, and assess the effectiveness of SEO efforts.

While both Share of Search and SERP Visibility are related to online visibility and search engine performance, they serve different purposes:

Share of Search focuses on the broader market share of search queries related to a specific entity in a particular category. It provides insights into the entity’s popularity and consumer interest in the digital space.

SERP Visibility, on the other hand, hones in on a specific website’s or webpage’s performance in search engine results for targeted keywords. It helps website owners and marketers assess their online presence and SEO effectiveness.

Final thoughts

In conclusion, share of search strategy is a valuable metric that can be used to track your online visibility and marketing performance. By understanding what share of search is, how to calculate it, and how to improve it, you can increase your chances of success in the digital world.

Here are some key takeaways from this guide:

  • Share of search is a metric that measures how often your brand is searched for online, relative to your competitors.
  • It is a valuable tool for understanding your online visibility and gauging your brand’s overall health.
  • There are a number of different ways to calculate share of search, but the most common method is to use Google Trends data.
  • There are a number of things you can do to improve your share of search in marketing, such as:
  • Creating high-quality content that is relevant to your target audience
  • Optimizing your website for search engines
  • Running paid search campaigns
  • Building backlinks to your website

By tracking and improving your share of search, you can increase your online visibility and boost your bottom line.

Frequently asked questions

What is the market share of google search engine?

Share of Search in Google’s search engine refers to the proportion of total searches related to a specific industry, brand, or product that a particular entity receives. It quantifies a brand’s online visibility and popularity within a specific category. Calculated as a percentage, it helps businesses gauge their market presence and competitiveness in the digital space. Monitoring Share of Search on Google provides valuable insights into consumer behavior, allowing companies to refine their digital marketing strategies effectively.

What Is Share of Search?

Share of Search (SOS) is a metric that measures how often a brand is searched for online, relative to its competitors. It is calculated by dividing the number of times a brand is searched for by the total number of times all brands in a particular industry are searched for.

Share of search is a valuable metric for businesses of all sizes, but it is especially important for businesses that are competing in highly competitive markets. By tracking your share of search, you can identify areas where you can improve your online visibility and marketing performance.

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