Share Of Voice

What Is Share Of Voice?

Share of Voice (SOV) is a marketing metric that measures your brand’s online visibility compared to your key competitors.

It can calculate your online visibility for:

  • SEO
  • PPC advertising
  • Social media

Put simply: Share of Voice measures your brand’s online presence vs your competitors.

The higher your share of voice, the more visible your brand is online compared to your competitors.

More visibility = More growth.

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Why Is Share Of Voice Important?

Share of voice is important because it directly shows how visible your brand is compared to your competitors.

The more visible, the more impactful your marketing, which can directly affect the number of leads and sales your business gets online.

That means that Share of Voice will help you understand your position in the market and identify gaps where you can improve.

Let me explain:

Brand awareness is often seen as a vanity metric and is hard to measure.

But Share of Voice shows you how much visibility you have online compared to your competitors.

That means you can accurately assess the quality of your marketing efforts and how well you stack up against your competitors.

But that’s not all…

A high Share of Voice is a competitive advantage and often leads to more market share.

Why?

Brands consistently maintaining a high SOV will likely capture more customers over time. And that makes sense.

The more visible your business is online, the more website visitors you’ll attract and the more sales you can generate.

Share of Voice is the best way to understand your entire online presence in a straightforward metric.

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What Is A Good Share Of Voice Percentage?

A good Share of Voice percentage depends on your industry and the marketing channel you are measuring.

With that said, you can use this rough guide:

  • Excellent: Above 50%
  • Good: 30-50%
  • Below Average: 10-30%
  • Needs Improvement: Below 10%

The best way to understand a good Share of Voice for your industry is to track it over time.

Then, compare your brand to your competitors to see how you stack up.

This will give you a better indication of what Share of Voice percentage you should aim for.

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How To Calculate Share Of Voice

To calculate your Share of Voice, divide your website traffic by the available market traffic.

The formula looks like this:

Organic Search Traffic / Total Market Organic Search Traffic x 100

For example, if you get 200 visits to your site out of 1,000 searches per month, your share of voice metric is 20%.

Simple, right?

The truth is that measuring your share of voice can be challenging because it can be difficult to get accurate data.

It also depends on the market source, such as SEO, social media, or paid ads.

That’s why professionals use tools such as:

My favourite Share of Voice tracker for SEO traffic is Semrush.

semrush share of voice

It gives a complete overview of your visibility in the search engine results pages. You can even drill down to see your visibility for individual keywords.

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How To Increase Your Share Of Voice

Use these four strategies to increase your share of voice:

1. Create Great Content

Creating high-quality, relevant content is the backbone of increasing your Share of Voice.

This includes:

  • Blog posts
  • Videos
  • Infographics
  • Case studies
  • Original research
  • Email marketing

And more! Consistently publishing in-depth, well-researched content positions you as an authority in your niche.

That means more organic mentions, traffic, backlinks, and social shares.

Who doesn’t want that, right?

The key here is value. The more value your content delivers, the more people will share and reference it.

Getting people to share your content is the fastest way to increase visibility and Share of Voice.

2. Optimise Your Site For SEO

SEO is essential for increasing your share of voice online.

The best part is that it’s easier than you think!

My three key pillars of SEO are:

  1. Content
  2. On-page SEO
  3. Backlinks

Start by conducting keyword research to identify high-value keywords your audience is searching for.

Then, create content on your site to target those keywords.

Pay attention to on-page SEO elements like meta tags, image alt texts and internal linking to help Google better understand your content.

Don’t forget to increase website speed and ensure your website looks good on mobile devices.

mobile responsive website

Once you’ve got those things taken care of, you can start focusing on link building.

3. Build A Social Media Presence

Boost your Share of Voice with an active and engaged social media presence.

Focus on the platforms where your audience is most active and tailor your content to reach them.

Regularly post a mix of content that is:

  • Educational
  • Entertaining
  • Promotional

The key is NOT to be on every social platform. Choose just 1-2 platforms and focus on those.

That way, you won’t get overwhelmed and burn out from all of the content you need to create.

Remember:

The goal isn’t just to increase visibility – it’s to increase relevant visibility, which means being active on channels and platforms where your audience already is.

4. Invest In Paid Ads

Paid ads like-

  • Google Ads
  • Meta Ads
  • TikTok Ads

Can quickly elevate your brand’s visibility online.

The truth is that paid ads are a great way to boost your business’s brand and generate sales. But you must have a clear, ROI-focused strategy.

Why?

Because you are paying for reach online, you need a solid funnel that will convert views into sales.

The last thing you want to do is spend money on ads that drive traffic but not leads and sales. Keep that in mind before launching into a paid ads campaign.

Track your performance closely and optimise your campaigns regularly to maximise ROI.

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