Share of search (SoS) is the share of all brand-name searches in your market that point out your model. To seek out it, rely what number of occasions individuals searched in your model identify, add up the searches for each competing model, then divide your quantity by that complete and multiply by 100.
For instance, let’s say your model will get 20,000 searches in a month, and your three fundamental opponents get 15,000, 10,000, and 5,000 searches, respectively. The whole branded search quantity in your class is 50,000. To calculate your share of search:
20,000 ÷ 50,000 × 100 = 40%
As a result of SoS displays actual search conduct, it offers you fast suggestions on model consciousness—a lot sooner than surveys or gross sales studies.
In case your share of search rises, curiosity in your model might be rising and will quickly flip into the next market share. If it falls, opponents are gaining floor, so you could want to regulate your message or content material earlier than gross sales slip. Checking this metric each month or quarter will enable you spot traits early.
These are related metrics that may simply be confused, particularly as a result of all of them measure aggressive visibility, however in very totally different contexts.
- Classical Share of Voice (SoV) tells you the way a lot paid-media publicity you’re shopping for versus rivals.
- Natural SoV exhibits how a lot of the natural search site visitors you win in your key phrase set.
- Share of Search reveals how typically individuals seek for your model identify in contrast with opponents—an early sign of brand name demand.
Right here’s a extra detailed comparability to make clear the variations:
| Facet | Classical Share of Voice | Natural Share of Voice | Share of Search |
|---|---|---|---|
| Core query | How loud is our paid media in contrast with opponents? | How seen is our web site in natural SERPs on a key phrase set? | How salient is our model in customers’ search behaviour? |
| What’s measured | % of complete promoting impressions, spend, or GRPs your model captures | % of complete natural clicks/site visitors your website receives throughout tracked key phrases | % of all branded‑search queries within the class that point out your model |
| Major information supply | Media-buying logs, Nielsen/Comscore, advert‑server studies | Rating & CTR fashions (e.g., Ahrefs’ Rank Tracker) | Google Traits or key phrase analysis instruments like Ahrefs’ Key phrases Explorer |
| Calculation | Model advert impressions ÷ complete market impressions (or spend) | Web site Explorer: your est. site visitors ÷ sum of site visitors of you + opponents; Rank Tracker: your clicks ÷ complete clicks throughout SERP outcomes for tracked key phrases | Model’s search quantity ÷ complete branded‑search quantity for competitor set |
| Replace cadence | Weekly – month-to-month (advert information lag) | Day by day – weekly (is determined by rank‑examine schedule) | Month-to-month – quarterly (smooths model‑search noise) |
| Key strengths | Funds benchmarking & media‑combine planning; covers all paid channels | Granular, key phrase‑stage diagnostics; captures search engine optimisation/content material wins & losses shortly | Main indicator of market‑share shifts; tied to actual demand, not spend |
| Foremost limitations | Publicity ≠ consideration; typically lagging/pattern‑primarily based information | Solely natural Google outcomes; wants effectively‑chosen key phrase basket | Works finest for distinctive model names; doesn’t clarify why demand modified |
| Typical house owners | Model & media planners | search engine optimisation and content material groups | CMOs, model & insights groups |
Tip
Ahrefs’ Rank Tracker mechanically calculates natural share of voice for all your goal key phrases.
It additionally calculates Share of Visitors Worth (SoTV)—the share of your goal’s natural search site visitors worth in comparison with the entire natural search site visitors worth for all tracked key phrases.
What’s extra, you may observe the progress of accelerating your natural share of search utilizing the historic information.
First, you want to get the information on branded search quantity. For this, you should use a instrument like Ahrefs’ Key phrases Explorer.
- Enter your model identify within the search field. Select one nation at a time.
- Go to the matching phrases report.
- Be aware down the numbers: SV (search quantity for all key phrases containing your model identify within the chosen nation), and GSV (search quantity for all key phrases containing your model identify in all 217 nations from Ahrefs’ database).
Repeat the identical steps in your opponents and key places.
Lastly, add all volumes collectively, divide your model’s quantity, and multiply by 100. The quickest option to crunch the numbers and visualize outcomes is through the use of an LLM like ChatGPT.
For model names that might imply various things (like “Apple” or “Delta”), you should use Ahrefs’ Mother or father Subject characteristic to filter out unrelated searches. This helps you focus solely on the matters which can be clearly about your model. When you’ve narrowed it down, you may export the related information to calculate your SoS extra precisely.
The SoS share alone solely tells you the way a lot curiosity you get. To really decide model energy in search, you may pair it with different associated metrics.
Class penetration
This metric tells you the way your brand-name searches stack up towards complete searches for the entire product class.
If most individuals already looking for you continue to make up solely a small slice of all class queries, your model is well-known to current followers however nonetheless hidden from the broader market.
By watching each branded and generic searches collectively over time, you may see whether or not you might be reaching new audiences past your present base and the way you stack up towards opponents.
You possibly can calculate it like this:
Class penetration (%) = (Branded search quantity ÷ Whole class search quantity) × 100
For instance, let’s say you’re within the mission administration area. If:
- Your model will get 90K branded searches/month.
- Whole month-to-month searches for all associated key phrases (together with opponents and generic phrases like “mission administration instruments”) is 1.5M.
Then:
Class penetration = (90,000 ÷ 1,500,000) × 100 = 6%
This tells you that 6% of all curiosity in your class goes to your model. When you’re seeing excessive branded search quantity however your class penetration is low, it means you’re well-known amongst current customers, however have restricted attain past your base.
In Ahrefs, go to Web site Explorer > Overview, add opponents, and examine the Common branded vs. non-branded natural site visitors part. From there, add up branded searches throughout opponents to get the class complete.
Momentum
Momentum seems at how your model’s search quantity rises or falls every month and stacks that development towards your opponents.
Quicker progress means you’re gaining consideration; slower progress means others are pulling forward. By lining these shifts up with the dates your campaigns started, you may see which promotions really lifted your visibility.
As an example, within the chart beneath, you may see how shortly Monday.com started to realize momentum in branded search in 2022. They’re on trajectory to meet up with Asana.
To quantify momentum:
Momentum = % change in branded search quantity over a interval
Suppose:
- Your branded search site visitors went from 80K to 100K over the past 6 months = 25% progress.
- A competitor went from 50K to 90K = 80% progress.
Though you’ve extra complete quantity, they’ve extra momentum. This helps you establish rising challengers early.
Conversion-oriented intent
Even when your total branded search quantity is small, rating effectively for high-intent queries can nonetheless drive gross sales. Including this layer to your share-of-search monitoring turns it right into a sensible instrument, letting you see model features, rising opponents, or slipping demand sooner.
To measure this, use:
Excessive-intent site visitors ratio = Visitors from industrial/transactional queries ÷ Whole site visitors
Let’s say Ahrefs exhibits:
- Whole natural site visitors = 200K
- Visitors from industrial + transactional intent key phrases = 40K
Then:
Excessive-intent site visitors ratio = 40,000 ÷ 200,000 = 20%
A excessive ratio right here means you’re not simply attracting consciousness—you’re attracting potential patrons.
In Ahrefs, use Web site Explorer >Overview > Natural key phrases by intent to see site visitors breakdown by intent. You may as well examine this throughout manufacturers to see who’s capturing demand.
You may as well use Ahrefs to match key phrase intent between your model and opponents. In the identical Overview report, you may visualize this on a chart, displaying how a lot of every model’s key phrase footprint targets informational, navigational, industrial, or transactional intent.
Share of Search in Google’s AI Solutions
As Google strikes towards AI-powered search outcomes, the best way individuals seek for manufacturers may begin to change. With AI giving immediate summaries on the search web page, customers would possibly get solutions sooner, with out totally typing a branded question or clicking via to a web site.
If you wish to see how typically Google recommends your model vs your opponents, check out Ahrefs’ Model Radar. Merely enter your and your opponents’ model names, and set the mode to AI overviews.
This may present you what number of occasions your model has been talked about in comparison with opponents and calculate your share over all mentions.
Listed here are 4 concepts for utilizing SoS information in your advertising and marketing technique.
Validate strategic path early
Share of search helps verify whether or not your model technique is resonating. When you enter a brand new market and see an uptick in branded searches earlier than gross sales seem, it’s an indication that individuals are paying consideration and your positioning is working. It acts as an early pulse examine on market match.
Monitor marketing campaign momentum
Search curiosity builds throughout a number of touchpoints. Manufacturers that mix wide-reach campaigns (like TV or social) with helpful content material typically see compounding progress in branded search quantity.
By monitoring this over a number of weeks or months, you may see how briskly your viewers responds and alter your messaging cadence accordingly.
Spot aggressive shifts early
Evaluating your share of search development with opponents over time exhibits who’s gaining or dropping visibility, particularly round seasonal occasions or product launches. This helps you reply to market modifications earlier than they have an effect on click on share, site visitors, or engagement.
Monitor long-term model impression
Share of search will be very helpful for measuring the impression of brand-building campaigns. You possibly can observe modifications in branded search quantity in your personal area to see how consciousness shifts over time, however the true perception comes from evaluating that development towards your opponents.
This helps you perceive whether or not the raise you’re seeing is actually market-moving or simply a part of a broader class development. In case your SoS rises whereas others stay flat or decline, it’s a robust sign that your marketing campaign had a significant impression on model visibility.
If you would like extra individuals Googling your model, you want to present up in the appropriate locations earlier than they even suppose to go looking.
Which means getting talked about in trusted articles, opinions, and on-line communities the place potential clients are already hanging out. Let’s have a look at a number of examples.
Run campaigns that spark branded searches
Run campaigns that stick in individuals’s minds. Whether or not it’s a cool product drop, a collaboration with an influencer, or a narrative within the media, give them a purpose to look you up later.
For instance, when Duolingo introduced the loss of life of the Duolingo mascot throughout a viral marketing campaign in February 2025, the search quantity for the time period “duolingo” peaked to a brand new all-time excessive, and so did the branded site visitors to the location (see charts beneath).
Discover competitor mentions utilizing backlinks
Take a look at the place your opponents are talked about on-line and goal to get your model featured in those self same locations. This can be a confirmed option to construct consciousness in the appropriate context, so when individuals are prepared to go looking, your model is already on their radar.
A method to do that is by following backlinks to your opponents. Right here’s the way it works in Ahrefs’ Web site Explorer.
- Enter your competitor’s URL.
- Go to the Backlinks report.
- Enter the phrase “instrument” within the Ref. web page URL filter.
- Set the mode to Group by related and type the pages by Web page site visitors (to point out the pages with probably the most natural site visitors first).
Open referring pages and see if you will get angle to pitch your product.
Discover competitor mentions utilizing model mentions in AI overviews
One other efficient option to discover high-profile model mentions is to make use of Ahrefs’ Model Radar.
- Click on on the Filter dataset button and set the market scope to AI overviews that don’t include your model identify, and Key phrase doesn’t include [your competitors].
- Plug in your opponents within the subsequent part and set the mode to AI overviews.
Now, have a look at the key phrases the place Google recommends your opponents however not your model. These are the matters the place you’re being neglected of the dialog. Attempt to get your merchandise or model talked about on those self same pages. This might imply pitching your product to the writer, providing professional enter, or creating content material that’s much more useful.
Create content material for non-branded searches
After all, you don’t have to attend for others to say your model. You possibly can take the lead by concentrating on non-branded key phrases that relate to your viewers’s issues. Then, place your model as the answer immediately inside that content material.
To do that successfully, you’ll want stable key phrase analysis to seek out the appropriate phrases and matters. We’ve acquired a full information on how to do this, so you can begin creating content material that not solely ranks but additionally earns consideration in your model.
For instance, I wouldn’t naturally hyperlink a advertising and marketing analytics model like PostHog with the time period “search engine optimisation for startups.” However due to a pointy, well-written article on the subject, they now rank within the prime 10 for that key phrase. By doing this, they’ve expanded their attain, boosted model consciousness, and launched their product in a extremely related context.
Monitor missed model point out alternatives
And if you wish to keep on prime of what’s taking place, instruments like Ahrefs Alerts are good for maintaining your finger on the heartbeat. You possibly can set them as much as monitor the net for pages that point out your opponents however not your model. This helps you see potential hyperlink or point out alternatives you could be lacking out on.
You may as well add filters, like Area Score or estimated site visitors, to focus solely on high-quality websites (these may provide you with an even bigger search engine optimisation enhance).
Optimize your branded search expertise
Final however not least, when somebody does look you up, be sure your website is prepared: clear pages for issues like returns, pricing, or help, and simple navigation that helps them discover what they’re on the lookout for quick. An inventory of your branded key phrases will enable you with that.
Merely go to Ahrefs’ Web site Explorer, open the Natural key phrases report, and plug in your model identify. Then see if the doubtless purpose behind the key phrase matches the web page that ranks for it.
Whereas the share of search is a robust option to gauge model curiosity and spot early shifts in market visibility, it’s necessary to grasp its limitations.
- It’s a directional metric, not a exact one—information will be affected by instrument sampling, algorithm modifications, or noise.
- Model identify ambiguity can skew outcomes, particularly for generic or multi-meaning names, so branded phrases must be vetted rigorously.
- Not each branded search displays shopping for intent; some could also be for help or common information, so it helps to section queries.
- It’s additionally not perfect for all manufacturers—smaller manufacturers might lack quantity, whereas bigger ones can face information dilution throughout merchandise or areas.
- Exterior elements may trigger sudden spikes or drops unrelated to precise advertising and marketing efforts, like information, seasonality, or viral occasions.
- SoS most likely shouldn’t be utilized in isolation—combining it with different metrics like direct site visitors, social mentions, and gross sales information offers a extra full image.
Lastly, do not forget that third-party instruments have limits in accuracy and protection, so at all times cross-check the place doable.
Last ideas
No metric is flawless and share of search has its quirks. Nevertheless it’s one of many few methods to peek contained in the minds of potential clients at scale. Monitor it, cross-check it, and mix it with what you already know. Over time, it’ll enable you perceive not simply how your model is performing, however why.
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