What it does: Shows your market position vs competitors. Computes how much of the search market you capture compared to competitors ranking for the same keywords.

How Share of Voice Works

Share of Voice (SOV) measures your visibility in search results compared to the total available clicks for your keyword set.

Calculation:

Your estimated clicks = impressions × position-based CTR
Total market clicks = sum of all position CTRs × search volume
SOV = your clicks / market clicks × 100

Position-based CTR benchmarks:

Position 1: 31.6%
Position 2: 24.1%
Position 3: 18.6%
Positions 4-10: 13.1% → 2.5%
Position 11+: <0.5%

What You'll See

Hero Narrative

Dynamic headline based on your SOV:

25%+: "You own [X]% share of voice" — Dominant position
15-24%: "[X]% share of voice across [N] keywords" — Strong presence
5-14%: "[X]% share of voice — room to grow" — Competitive but behind
<5%: "[X]% share of voice" — Early stage or niche focus

Stats Cards

Share of Voice — Your % of total estimated market clicks
Keywords Tracked — Active keywords in last 30 days (from GSC)
Top 3 Rankings — Keywords where you rank position 1-3
Page 1 Keywords — Keywords ranking position 1-10

SOV Trend Chart

12-week trend showing if your SOV is growing, declining, or stable.

SOV by Topic Cluster

Keywords grouped by common terms (e.g., "bikini", "swimwear", "coverup") with SOV per cluster.

Keywords You're Winning

Top 10 keywords where you rank position 1-3, sorted by impressions.

Keywords to Target

Keywords where competitors outrank you (they're top 5, you're not). Focus here to increase SOV.

Competitor Overview

Shows configured competitors' average position, keyword overlap, and estimated CTR.

Data Sources

Primary: Google Search Console

Impressions, clicks, position per query (last 30 days)
Real performance data for your site

Secondary: Competitor ranking data

Weekly SERP snapshots for your top 50 GSC keywords
Competitor domains from your Settings
Updated weekly via automated SERP tracking

Fallback: Content brief SERP data

SERP data captured during brief creation
Used if competitor ranking data is not yet available

Setup Requirements

1. Connect Google Search Console

Navigation: Command Center → Connect Google Search Console

Without GSC, SOV cannot be calculated (no impression/position data).

2. Configure Competitor Domains

Navigation: Settings → Content Strategy → Competitor Domains

Add domains like competitor.com (no http://, no www).

Example:
```
cupshe.com
zaful.com
shein.com
```

3. Run SERP Tracking (Optional but Recommended)

Automatic: Runs weekly for all tenants with configured competitors
Manual trigger: Contact support to trigger immediate scan

Populates competitor ranking data used across the dashboard.

When SOV Data Appears

Minimum requirements:

GSC connected (impressions/clicks data flowing)
At least 5 keywords with impressions in last 30 days

Full data:

Competitor domains configured
First SERP tracking scan completed (within 7 days)

Empty state message: "No Search Visibility Data — Connect Google Search Console and generate content briefs to start tracking your competitive share of voice."

Interpreting Your SOV

What Good Looks Like

| SOV Range | Meaning |
|-----------|---------|
| 30%+ | Market leader — dominant visibility |
| 20-29% | Strong player — top tier competitor |
| 10-19% | Established presence — room to grow |
| 5-9% | Competitive but behind — focus on top positions |
| <5% | Early stage or niche — expand keyword coverage |

Why SOV Matters

Revenue proxy: Higher SOV = more traffic = more conversions
Competitive benchmark: See if you're gaining or losing ground
Strategy guide: Shows which keywords/clusters to prioritize

Red Flags

SOV declining over 12 weeks — Competitors gaining ground or your positions dropping
Low page 1 keywords — Too many keywords ranking page 2+ (not visible)
High competitor keyword overlap but low SOV — Same keywords, worse positions

How to Increase SOV

1. Target High-Impact Keywords

Focus on keywords where:

You rank position 4-10 (close to top)
High impressions (large search volume)
Competitor ranks top 3 (proves it's winnable)

Use the Keywords to Target table to find these.

2. Improve Position on Existing Keywords

Moving from position 5 → position 3 = 2x more clicks.

Actions:

Refresh underperforming content (Content Decay dashboard)
Add depth to thin pages
Improve internal linking to priority pages

3. Expand Keyword Coverage

Low SOV with few tracked keywords = opportunity to rank for more terms.

Actions:

Use Keyword Discovery to find new opportunities
Create content for low-competition keywords competitors miss
Use Content Arbitrage to find high-volume, low-difficulty gaps

4. Monitor Competitor Movement

If a competitor suddenly gains SOV:

Check which keywords they improved on (Keywords to Target)
Analyze their new content (what changed?)
Counter with better content or new angles

Common Questions

Q: Why is my SOV 0% if I have GSC data?

A: No keywords ranking position 1-10 in last 30 days, or all impressions filtered as hidden. Check GSC sync status and keyword rankings.

Q: Competitor data missing — why?

A: Either (1) competitor domains not configured in Settings, or (2) SERP tracking not yet run. Wait 7 days for first weekly scan, or contact support to trigger manual scan.

Q: SOV vs actual traffic — why different?

A: SOV is estimated from position-based CTR benchmarks. Actual traffic depends on branded search, featured snippets, and click behavior. Use SOV as a relative benchmark, not absolute traffic predictor.

Q: Can I compare SOV month-over-month?

A: Yes — 12-week trend chart shows directional change. SOV fluctuates based on keyword mix, so focus on trend direction (growing/declining) not exact %.

Q: What if competitor ranks for keywords I don't track?

A: SOV only measures overlap (keywords you both target). If competitor ranks for 1,000 keywords you ignore, those don't affect your SOV. Expand keyword coverage to get full picture.

Q: How often does SOV update?

A: GSC data syncs daily (your impressions/positions). Competitor SERP data refreshes weekly. SOV recalculates on page load using latest data.

Related Features

Content Decay — Find content losing position (hurts SOV)
Keyword Discovery — Expand keyword coverage to increase SOV
Content Arbitrage — Find high-value keywords competitors miss
Cross-Channel Analytics — See SOV alongside traffic and conversions
Competitor SERP Tracking — Powers competitor position data

Data Updates

SERP tracking runs weekly (Saturdays) to refresh competitor position data
Competitor ranking snapshots are retained for 90 days
Legacy URL: /intelligence/share-of-voice/ redirects to /analytics/?tab=compete

Competitive Share of Voice