As an SEO, you want to make sense of the keywords you’re optimizing for against the competition.
For instance, do you know how much traffic you’re generating for your page based on your target keyword(s) and search position?
By answering this question, you’ll be able to generate insights about your content and competitors on SERPs. From here, you can make the necessary changes to adjust your direction on your SEO efforts.
This is precisely what SEO Share of Voice (SoV) is about.
What Does Share of Voice Mean in Marketing?
In general, Share of Voice is a metric that measures how much awareness do people have about your brand.
For example, when it comes to copier machines, Xerox has an overwhelming SOV over its competitors. In fact, some people use “xerox” as a replacement for the word “copy”. This goes to show how strong the brand’s Share of Voice is.
What is SEO Share of Voice?
SEO Share of Voice refers to the percentage of your market’s total estimated search traffic going to your website.
The higher your SOV is, the more traffic from organic search your site is generating. This means your website is ranking for keywords relevant to your niche on top of organic search results.
Conversely, if you’re not getting lots of website traffic from search engines, it it because your site isn’t ranking well in SERPs. Therefore, your SEO Share of Voice will be low as compared to the competitors.
If you run paid search ads in Google Adwords, you should be able to find your Share of Voice for your PPC campaigns as well which is an important metric to gauge the effectiveness of your Google Ads campaigns. Based on your keyword and campaign settings, you are able to find out your website’s impressions share against your competitors.
Why Do I Need to Know SEO Share of Voice?
While SEO Share of Voice is a great metric to help guide your SEO campaigns, this might be probably the first time you’re finding out about it.
Therefore, before anything else, you need to know why exactly you should care about your site’s Share of Voice for search.
It Simplifies SEO Competitor Analysis
Most SEOs do competitor research by looking at target keywords they’re showing up for in SERPs and finding ways to leapfrog over them and reach the top spot.
While this is as good as any tactic you’ll find regarding competitive analysis, adding Share of Voice into the equation along with other metrics allows SEOs to analyze multiple keywords at once!
Because SOV covers all keywords your website and competitors are ranking for, the metric provides site owners an overview of their website’s organic search performance against other similar sites.
From here, you will gain access to other keywords you probably haven’t researched yet. You can then target those new keywords by figuring out out how your competitors are ranking for them.
Improve Marketing Efforts
Once you’ve gathered insights by comparing your site’s SEO Share of Voice against competitors, you must have a clearer picture of how to improve your site’s SEO performance and marketing strategy as a result.
Raise Brand Awareness
Your SEO share of voice gives you consumer insights on your brand awareness based on your impression share in search. You can use this information to figure out keywords where you need improvement and thus work on those keywords which will eventually help gain more visibility and capture more market share.
How to Calculate SEO Share of Voice?
To find out organic share of voice for your website, you must first compute the estimated organic traffic your website is receiving for your target keywords.
Refer to Advanced Web Ranking’s Google Organic CTR Study, which shows you the number of clicks a page receives for a specific position on SERPs.
Below is the CTR data for Google US across all desktop devices for March 2021:
Here are the CTR figures for the top five positions:
Using these figures, let’s say you’re ranking in the second position on Google US for a keyword with 10,000 monthly searches.
To compute your estimated traffic, multiply the search volume with the CTR percentage that corresponds to your ranking position.
Here’s the equation:
Estimated traffic = Monthly search volume x CTR clicks % according to SERP position
Using the formula above, we can compute the approximate number of clicks your page is receiving relative to these factors:
10,000 * 0.1285 = 1285
Therefore, your page has an estimated search traffic of 1285 for this keyword.
Now that you know the formula, you must do this for all your target keywords!
Once you have computed the estimated traffic for all keywords you’re ranking for, you can now measure Share of Voice for SEO by using the following formula:
Sum of Estimated traffic from all ranking keywords / Total search volume of all keywords
Let’s say the keywords you’re ranking for have a total organic search volume of 200 million, and your site is generating 2 million organic visitors from these keywords. Replace the equation above to
2,000,000 / 200,000,000 = 1%
Therefore, your site’s SEO SOV is 1%.
To put this data into context, you also need to compute the SEO SOV of your top competitors.
Keyword.com Makes Calculating SEO SOV Easy
As you can see, calculating Share of Voice for search is a time-consuming and even an impossible task, especially if you’re covering thousands of keywords for your site. However, it’s good to learn the manual process of calculating Share of Voice to understand what it actually is.
With Keyword.com, tracking SOV is easy as pie. It allows you to view your websites’s SEO Share of Voice and compare with other competitors without having to do any work.
After signing up for an account, you must add your website as a project. Then, you can add in all the keywords or upload a list that you want to track.
Once you’ve added your target keywords, give the tool time to gather data for your site’s keywords. After some time, you should be able to see your Organic Share of Voice on the Overview tab.
Keyword.com will show you the top 10 domains with the highest SOV for the keywords you entered in your project.
It also shows you a line graph of their progress over time. By default, you can see the domain’s progress of their respective Share of Voice for the past 30 days. You can change the timeframe up to 365 days if you want to have an in-depth look at how each domain progressed over time.
How to Use Organic Share of Voice to Improve Your SEO Efforts
Based on your target keywords, Keyword.com gives you a list of the top 10 domains that have the highest share of voice.
If you don’t see your website in this list, it means you definitely need to up your game and improve your SEO share of voice.
To find out why your Share of Voice is low, identify keywords that you need to increase your organic search rankings for.
You will see the percentage of keywords these are in the Ranking Average vs. Distribution section at the bottom of the page. It gives you the breakdown of the keyword rankings divided into buckets (top 1-3, top 4-10, etc.).
Over time, Keyword.com shows how your keywords are trending. For example, if the percentage of keywords in the top 1-3 positions is decreasing, you need to determine what those keywords are and optimize for them to restore high rankings on organic search.
Another benefit of using Keyword.com’s Share of Voice is to determine your actual SEO competitors.
You may already have a list of competitors you’re comparing your site to prior to measuring Share of Voice. However, what you’re probably not taking into account is how your competitors are ranking for the same keywords as you.
Keyword.com helps validate websites based on their Share of Voice. The fact that these domains have the highest SOV for your keywords means you should research about their SEO strategy as well. This allows you to potentially uncover topically relevant keywords to your market that you weren’t aware of before!
SEO Share of Voice is one among many vital competitive metrics all site owners must look into if they want to increase their organic traffic.
You can start by computing the SEO Share of Voice manually. But if you want to get the most out of your SEO strategy, Keyword.com is a great starting point to calculate Share of Voice of your website and competitors. At the same time, the tool lets you track your keyword ranking positions and monitor their performance over time.
Sign up for a free 7-day trial now by clicking here!