Share of Voice is a leading indicator that allows us to understand how our business «sounds» in relation to the competition for specific keywords. Essentially, Share of Voice gives you an idea of your brand's market share in search results. Since SEO directly affects search engine rankings, monitoring Share of Voice helps you assess whether your SEO strategy is paying off. If you notice a low Share of Voice, there may be a problem with visibility, or your competition may be gaining a larger share of users searching for products, services, or information in that space.

Many large companies, especially in the e-commerce sector, use this metric to track their performance. According to SEO statistics from reliable sources (such as HubSpot and SEMrush), when Share of Voice improves, there is a corresponding increase in organic traffic. For example, if you have a store that sells sporting goods and you improve your Share of Voice for relevant keywords, the chances of consumers finding your products in search results increase dramatically.

Understanding Share of Voice provides a more comprehensive picture than a simple statistic, such as your Google ranking or average traffic. This is because it takes into account how you compare to your main competitors and where you have gaps that you can exploit. If, for example, you see that despite your high ranking for certain keywords, your overall market share remains low, it may be time to take a closer look at your competitor analysis and readjust your SEO strategy.

At the same time, measuring Share of Voice allows you to confirm whether your efforts and investments are paying off. At regular intervals, you can evaluate how campaigns, website changes, or SEO tips you have implemented have affected your overall presence. This gives you a fundamental picture that guides your next moves, maintaining or increasing your organic footprint.

The easiest way to get started is to choose specific keywords that cover the range of your products or services. This is where keyword research comes into play. Write down the most important phrases used by your target audience. Then, monitor the search engine ranking for each keyword and compare your overall visibility against your competitors. Changes in the percentage of Share of Voice will reveal how often users see your website when searching for something related.

For more accurate measurements, there are various SEO tools that offer relevant reports. SEMrush, Ahrefs, and Moz are popular platforms, as they allow you to enter your keywords and track progress on both your own website and your competitors'. In addition, the combined use of Google Analytics facilitates data collection, as you can correlate organic traffic from specific keywords with progress in rankings.

Steps for accurate results

Start with comprehensive keyword research, focusing on terms that have significant search volume.
Identify your main online competition. This can be done either through Google searches or through specialized reports from tools such as SEMrush.
Regularly monitor competitor analysis to identify which keywords strengthen their Share of Voice.
Compare your progress with that of your competitors to identify changes in market share.
Conduct evaluations whenever you change your SEO strategy or fix technical issues to see if these actions had an impact.

If you find that your current presence is not yielding the desired results, there are certain steps you can take. Based on the experience of many professionals, content optimization and focusing on quality backlinks are two of the most decisive factors for a better Google ranking. At the same time, combining original content with SEO techniques that improve search visibility can give your page the opportunity to climb to the top positions.

Keyword research and content strategy

Identify keywords with high search volume that are also relevant to your subject matter. Choose both general, short-tail terms (e.g., «SEO» or «SEO strategy») and long-tail phrases that respond to more specific user needs (e.g., «best SEO tactics for online stores»).
Create content that motivates users to stay on your website. Well-organized articles, comprehensive guides, and compelling product descriptions are traditionally effective ways to attract and retain traffic.
Use structured data (Schema) where possible, as snippets on the first page of Google often attract more clicks and improve Share of Voice.

Utilizing SEO Tips and Competitor Analysis

Keep a close eye on current trends. Google frequently updates its algorithm, changing the rules of the game. Staying up to date with SEO tips will help you stay one step ahead.
Analyze the backlink strategies of your top competitors. If, for example, you see that some are using specific source websites for backlinks, you may be able to take advantage of similar opportunities.
Invest in improving your technical infrastructure, such as page loading speed or mobile optimization. These factors directly affect your overall ranking and, by extension, your Share of Voice.

Share of Voice in SEO is a strategic metric that should not be overlooked by those who want to achieve high rankings in search engines and capture a larger share of the market. Although monitoring it constantly requires time and detailed analysis of competitors, the benefits are invaluable. Through systematic keyword research, the application of modern SEO tips, the use of Google Analytics, and the continuous use of SEO tools, you will be able to increase organic traffic and significantly improve your position in online competition.

Remember that SEO is not a static process. On the contrary, it is a dynamic practice that evolves along with technological and consumer trends. Measuring and continuously improving your Share of Voice gives you the «edge» you need to stay ahead in a highly competitive environment, especially for professionals and online store owners who want to stand out. The more effectively you understand and manage Share of Voice, the faster you will see improvement in all critical business metrics.

Sources:
https://www.semrush.com/blog/measure-seo-share-of-voice/