The importance of search share in digital marketing

Share of Search is an extremely important tool for businesses seeking to measure their visibility and enhance their digital marketing strategies. In a nutshell, Share of Search is the percentage of searches your brand records compared to your competitors' searches for the same category of products or services. Systematic analysis of Share of Search can reveal valuable insights about your market share and guide you in improving your SEO strategy.

Why Share of Search is important

The reason why Share of Search has become a business "must" is directly related to the constant increase in competition in the e-commerce space. The more awareness your brand gains through online searches, the higher you tend to rank in terms of actual market share. For example, if you have an online clothing store, you will see demand for specific keywords such as "brand awareness" or "online visibility" increase. So by tracking Share of Search, you can spot trends early and predict how consumer preference is moving.

The relationship of Share of Search with other KPIs

- Market Share: Research has shown that there is a positive correlation between Share of Search and a brand's actual market share. A regular decline in Share of Search may indicate that the brand is losing "ground" and market share.
- Brand Monitoring: using digital marketing tools, you can monitor how often consumers search for your brand compared to competing brands. This helps you identify critical improvement points in your strategy.
- Brand Awareness: the more people who type in your business name or relevant search terms, the greater the awareness and trust in your brand.

How to calculate Share of Search

The calculation of Share of Search is not as complex as it may seem. Below is a general step-by-step guide so you have a clear picture of what you need to do:

Step 1: Choose the right search terms

First, make a list of keywords that you think are directly related to your brand or your product/service category. Here it is advisable to use Google Trends to examine which terms are showing high search volume. For example, "SEO strategy" or "competitive analysis" can give you an early indication of the popularity of these topics.

Step 2: Collect data from analysis tools

You can use online tools such as Semrush's keyword research platform, Google Keyword Planner or even custom data reports. The goal is to find out how many total searches are recorded for your keywords and how many for competitors' terms. Through this process, you will see a broader picture of how popular your products or services are.

Step 3: Calculate the percentage (Share)

Let's say you have collected data on the total number of searches (e.g. 100,000) in a certain period of time. If your company records 20,000 searches, then your Share of Search is 20%. By comparing your result to that of your competitors, you clearly understand who dominates in terms of demand.

Step 4: Monitoring & evaluation

The final stage involves continuous monitoring of the results. As the market evolves, consumer preferences can change rapidly. Using competitive analysis, search volume analysis and the capabilities offered by digital marketing, you'll always be steps ahead.

Strategies for utilizing Share of Search

Measurement alone doesn't tell you much if you don't combine it with proper execution of actions. Below are some strategies that can help you:

1. Improve presence across multiple channels

- Use market share analysis to see where there is a gap between searches and actual sales.
- Invest in social media campaigns, SEO optimization and email marketing based on Share of Search data.

2. Review of keywords

- Use the findings from keyword research to refresh your content.
- Target both short-tail and long-tail keywords for greater accuracy and better audience targeting.

3. Combination of Online and Offline data

In addition to your digital presence, keep an eye on your offline campaigns. If you have TV ads or radio campaigns, consider how these influence online searches for your brand. Correlating offline and online channels can reveal how the market is moving across the board.

Example of true use

Suppose you are the owner of an e-shop selling sports shoes. You notice that your three major competitors appear more often in Google results. Using Share of Search, you find that your own brand garners just 15% of searches, while competitors occupy the remaining 85%. This indicator prompts you to improve your SEO strategy, rethink pricing and highlight your brand strengths (e.g. unique materials, innovative design) in order to increase online visibility and therefore turnover.

Next steps

Share of Search is a critical indicator that should not be ignored by those involved in digital marketing. It's an indicator that aligns with brand awareness, the volume of searches around your products and services, and the actual market share you manage. With the proper use of tools such as Google Trends, Semrush, keyword research analysis and search volume metrics, you can detect any changes in market dynamics early and make targeted corrective actions.

Continuous monitoring is not a luxury, but a necessary process for the development of any online store. In the long run, investing in Share of Search can be the focal point for maximizing profits and permanently establishing yourself at the top of search results.

Sources:
- https://www.semrush.com/blog/share-of-search/