Share of Voice (SOV) in SEO: What It Is, Why It Matters & How to Improve It

Imagine yourself in a busy market, every vendor fighting for attention with vibrant displays and strong claims. This situation is also a reflection of the competitiveness that exists amongst brands that are trying to get attention in the digital arena.

in this noise, how well-known is your brand? A metric that sheds light on the visibility of your brand in relation to that of competitors is called Share of Voice (SOV).

In this in-depth look, we'll explore the subtleties of SOV in SEO, how it's a key indicator of an online presence, and how to make it stronger.

What Is Share of Voice (SOV) in SEO?

At its core, Share of Voice in SEO quantifies the portion of exposure your website gets in organic search results relative to the total available for your targeted keywords. Think of it as your brand's slice of the search engine results pie.

The formula to compute SEO SOV is:

Your website's organic search traffic for specific keywords

SOV (%) = -------------------------------------------- × 100

Total organic search traffic for those keywords across all competitors

This gives you the Share of Voice (SOV) as a percentage.

For instance, if your site attracts 5,000 visits from a set of keywords, and the cumulative traffic for those keywords is 100,000, your SOV would be (5,000 / 100,000) × 100 = 5%.

This number offers a lens into how well your brand is featured in search compared to others in your industry.

How to Measure Share of Voice

Measuring your Share of Voice (SOV) helps you understand how much visibility you’re getting in search results compared to your competitors. Here’s how to do it in five easy steps:

1. Pick the Right Keywords

Start with a list of keywords your ideal customers are searching for. Include both branded (your company name) and non-branded (industry terms). Also, don’t discount voice search because over 20% of Google searches in the US happen through voice search.

2. Use SEO Tools

Tools like SEMrush, Ahrefs, or SE Ranking can show where you rank and how visible you are compared to your competitors. These tools are instrumental in tracking visibility across the board.

3. Check Organic Traffic

Find out how much traffic your site and your competitors get from those keywords. You can use Google Search Console, Ahrefs, or similar tools.

4. Do the Math

Use this simple formula:

Your website's traffic for selected keywords

SOV (%) =  --------------------------------------------------------------- × 100

Total traffic for those keywords (all sites)

This shows how big your share of the search traffic pie really is.

Remember, depending on your industry, a 1% increase in SOV can lead to a 0.12%–0.32% rise in market share. So, it’d be a good idea to keep an eye on this metric.

5. Track It Regularly

Check your SOV monthly or quarterly. If it’s going up, you’re doing something right. If it’s dropping, it might be time to refresh your content or revisit your SEO strategy. Brands with a [higher SOV than market share](https://www.brightedge.com/blog/understanding-share-of-voice-in-digital-markets?) tend to grow faster.

Strategies to Improve Your Share of Voice

Boosting your Share of Voice (SOV) is about combining smart SEO practices, quality content and competitive insight to boost your website well above the competition.

Here’s a simple breakdown of what to focus on:

Keyword Optimization

• Target High-Value Keywords
• Look for keywords that have high search volume and match your audience’s intent. These are usually competitive, but they drive the most traffic and visibility.
• Embrace Long-Tail Keywords
• These are longer, more specific phrases like “affordable water filters for home use.” They may have lower search volume but less competition and often lead to higher conversions.
• Refresh Existing Content
• Go back to older blog posts or landing pages and update them. Add relevant keywords, improve clarity, and align with current user intent. Google loves fresh, helpful content.

Use tools like SEMrush or Google Search Console to find content that’s losing traffic. It’s often a sign it needs an update.

Content Creation

• Create Valuable, Search-Optimized Content
• Focus on solving real problems your audience has. Answer questions clearly, structure your content for readability, and include relevant keywords without stuffing.
• Mix Up Content Formats
• Not everyone consumes content the same way. Write blogs, create videos, post carousels on social media, or build simple infographics. Multiple formats improve reach and engagement.
• Build Topic Clusters
• Pick a core topic (like “reverse osmosis filters”) and create supporting content around it (e.g., “How it works,” “Pros & cons,” “Best brands”). This builds authority and improves rankings across all related keywords.

Competitor Analysis

• Find Content Gaps
• Use SEO tools to see what your competitors rank for that you don’t. If they’re winning traffic for a keyword you’ve missed, that’s your chance to create something better.
• Benchmark Your SEO Strategy
• Compare your site’s performance with competitors in terms of backlinks, on-page SEO, and keyword rankings. Understanding their strengths helps you shape your strategy.

94% of content gets zero backlinks, so identifying what’s working for competitors can help you stand out.

Technical SEO

• Improve Site Speed and Mobile Experience
• Slow-loading or hard-to-navigate websites drive users away—and lower your rankings. Use tools like Google PageSpeed Insights to test and improve your site.
• Add Structured Data (Schema Markup)
• This code helps search engines better understand your content and display rich snippets, like ratings or FAQs in the search results. These eye-catching results often boost click-through rates.

Backlink Building

• Earn Quality Backlinks
• Links from trusted, high-authority websites signal to Google that your content is valuable. Aim to build relationships with industry sites or get featured in niche publications.
• Try Guest Posting
• Write guest articles for reputable blogs in your space. You’ll reach a new audience, build credibility, and usually earn a link back to your site.

Focus on relevance over quantity. A few backlinks from trusted industry sites are more powerful than dozens of spammy ones.

Implementing these strategies consistently will help you claim more space on search engine results pages, outrank competitors, and increase brand awareness step by step.

Conclusion

In the intricate dance of digital marketing, Share of Voice in SEO emerges as a pivotal metric, offering insights into your brand's online visibility and competitive standing. By understanding, measuring, and implementing strategies to enhance your SOV, you position your brand for increased recognition and growth in the digital marketplace.

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