Share of Search

How Share of Search can Grow your Customer Base: 3 Easy Steps

Share of Search is a metric that measures the relative visibility and presence of a brand or product in online search results compared to its competitors. It provides insights into how frequently a brand’s keywords or related terms are being searched by users and how well the brand is performing in capturing that search demand. In other words, it helps businesses understand their market share in terms of online search visibility.

A higher Share of Search percentage indicates that a brand is more visible and relevant to users searching for specific keywords or products. It suggests a stronger online presence, higher brand awareness, and potentially greater customer consideration and conversion opportunities. 

why is Share of Search Important?

Image Source: LinkedIn 

On the other hand, a lower percentage would mean lesser awareness and a lack of conversions. By monitoring Share of Search, businesses can assess their performance over time and track changes in their market positioning. They can also identify fluctuations and trends in their Share of Search, which can provide valuable insights into the effectiveness of their marketing efforts, the impact of competitors, and shifts in consumer behavior.

3 Easy Steps to Grow Your Customer Base

Image Source: MetricsCart

The first step in optimizing your Share of Search is to identify the keywords that are relevant to your business. Conduct thorough keyword research to determine the phrases and terms that your target audience is using when searching for products or services like yours. Use tools like Google Keyword Planner or SEMrush to find keywords with high search volume and low competition.

Once you have identified your keywords, it’s time to optimize your online presence. Ensure that your website is optimized for both search engines and users by incorporating your keywords into critical elements like page titles, meta descriptions, headings, and body copy. Make sure your website is mobile-friendly, fast, and easy to navigate. Also, create high-quality content that addresses the needs and concerns of your target audience.

The final step is to monitor your Search regularly and adjust your strategy accordingly. Use tools like 42Signals to track your Share of Search and identify areas for improvement. Analyze your performance via the Keyword Ranking Dashboard, Competitor Analysis Dashboard, and Product Performance Dashboard. Get suggestions for new keywords to target and optimize your campaigns for maximum ROI.

The formula for Share of Search (SOS) is typically calculated by taking the number of searches for your brand and dividing it by the total number of searches for all brands within a category. It can be represented as:

Share of Search (SOS) = Total number of searches for all brands / Number of searches for your brand​

The difference between Share of Search (SOS) and Share of Voice (SOV), SOS refers to the volume of search queries for a brand in proportion to the total search queries for all brands in a category, often based on search data like Google Trends. It’s a measure of brand visibility and interest in the digital space.

On the other hand, SOV traditionally measures the percentage of media spending by a company compared to the total media expenditure for the product, service, or category in the market. It’s an advertising metric that can also apply to other channels like SEO, social media, and website traffic, where it measures your brand’s exposure compared to competitors. 

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