The percentage of total search visibility your brand holds compared to competitors.
Hey friend! Do you want to know if your brand is truly beating your competitors in the minds of your customers? I have the essential metric that answers that question. Today, I am sharing the secret to measuring your true market influence. Get ready for actionable tips to track this vital figure and become the biggest name in your industry!
What is Share of Voice (SOV)?
So, What is Share of Voice (SOV)? It is a measure of how much of the conversation in a market belongs to my brand compared to my competitors. I calculate it by looking at my brand’s mentions, ad spending, or, in the SEO world, my organic visibility. It tells me how dominant I am in a specific industry or niche.
I use SOV because it is a direct proxy for market share and future revenue potential. When my SOV rises, I know I am capturing more attention and trust from the audience. This metric moves me beyond simple keyword tracking to true market analysis.
Impact on CMS Platforms
While SOV is a marketing metric, the CMS affects the content strategy I use to increase it.
WordPress
With WordPress, I increase my SOV by aggressively publishing high-quality, authoritative content on a wide range of relevant topics. I leverage the strong blogging features to create topical authority clusters. This broad content strategy helps me rank for hundreds of related keywords, increasing my overall visibility.
Shopify
For Shopify, I increase SOV by focusing on owning comparison and review keywords for my product niche. I create detailed product guides and review pages to capture search traffic from buyers in the consideration stage. The goal is to be the most visible brand when people are deciding what to purchase.
Wix
Wix users increase SOV by focusing on the local visibility features for small, geo-targeted markets. I ensure the website is fast and clean, allowing me to dominate local pack results for the few keywords that matter most. My strategy focuses on high saturation in a smaller area.
Webflow
Webflow’s technical excellence allows me to focus on creating superior, custom content structures for complex topics. I use the platform to build highly interactive and detailed educational hubs that attract high-authority backlinks. These high-quality assets boost my domain authority and overall SOV.
Custom CMS
With a custom CMS, I use my technical control to implement vast amounts of structured data to win SERP features like PAA boxes and Featured Snippets. Winning these features increases my on-page visibility dramatically. This allows me to take up more digital real estate and steal SOV from competitors.
Application Across Industries
The method I use to increase SOV is tailored to the audience and competitive landscape of the business.
Ecommerce
In ecommerce, I focus on dominating non-branded, generic category keywords like “best travel bags” or “affordable fitness gear.” I create comprehensive buying guides and comparison content to capture the SOV at the top of the funnel. This helps me get discovered by new customers.
Local Businesses
For a local business, SOV is about total visibility for service terms within a defined geographic radius. I ensure I am consistently visible on Google Maps, in the Local Pack, and in traditional organic results. I dominate local queries by building a strong local citation profile.
SaaS (Software as a Service)
SaaS companies increase their SOV by becoming the go-to resource for educational content related to the problem their software solves. I focus on creating expert-level content on industry topics and trends. This establishes my brand as the authoritative voice in the market.
Blogs
On my blogs, I aim to increase SOV by expanding my coverage to own an entire topic cluster, not just individual keywords. I use thorough research and unique perspectives to ensure my content is better than the competition’s. This high-authority approach attracts links and broad visibility.
FAQ
1. How do I track my SEO Share of Voice?
I track it by using a dedicated SEO tool to monitor the rankings of a defined list of important keywords for my industry. The tool calculates my percentage of total available clicks for those keywords compared to my competitors. This gives me a clear visibility percentage.
2. Is Share of Voice more important than ranking #1?
Yes, I believe SOV is a better strategic metric. Ranking #1 for one niche keyword is great, but a strong SOV means I am highly visible for hundreds of relevant keywords. SOV measures overall market influence, which is a better indicator of business health.
3. Can I have a high Share of Voice but low revenue?
Yes, this can happen if I am dominating high-traffic, low-intent (informational) keywords that do not lead to a purchase. I must ensure my SOV strategy includes a balance of both top-of-funnel (awareness) and bottom-of-funnel (transactional) keywords.
4. What is the fastest way to increase my Share of Voice?
The fastest way is often to win the high-visibility SERP features like Featured Snippets and People Also Ask boxes. I optimize my existing pages with clear answers and schema markup. This instantly gives my brand much more digital real estate on the search results page.
5. How does a high Share of Voice affect customer trust?
A high SOV means my brand appears everywhere a customer searches for a solution. This consistent presence in organic search results builds strong credibility and a perception of market leadership. Users naturally trust the brands that Google constantly recommends.
