In a busy online digital world, where each brand is fighting for attention, you need to find out if your digital marketing strategies are working or not. One way to do this is through measuring Share of Voice on social media. This metric measures your brand visibility and the number of mentions compared to your competitors'.

Share of voice can track your visibility across different platforms, including social media, websites, and traditional media. To assess your website's visibility in the SERP, consider the SEO Share of Voice. In this article, we will help you understand what it is and how to utilize it to enhance your website's visibility on a crowded search engine results page (SERP).

What is SEO Share of Voice?

SEO share of voice is a metric that measures your website's visibility in organic search results relative to competitors for a specific keyword or phrase. To track your SEO share of voice, you need to begin by identifying the keywords you are targeting. You can then use an SEO platform, such as Ahrefs or Semrush, to identify the keywords your competitors are ranking for.

To calculate the SOV, you should divide the estimated traffic from the keyword by the estimated traffic all sites ranking for the keyword are getting, and then multiply the answer by 100. By understanding how often your site ranks compared to the competitor, you can identify ranking opportunities and determine the percentage of total organic search traffic directed to your website.

Benefits of Tracking SEO Share of Voice

Tracking the SEO share of voice can benefit your brand in various ways. These include:

• Competitive analysis. SEO Share of Voice allows you to benchmark against the competitors. You have the opportunity to identify growth opportunities and areas for improvement. If you notice a sudden drop in the SOV, investigate the possible causes. For instance, are your competitors creating content that is better than yours?
• Get insights into the market position. SEO share of voice can offer more comprehensive insights into your brand's visibility in search results. This can help you understand your position in relation to your competitors in the market.
• Improved keyword performance. When you analyze your SEO SOV for a particular keyword, you can find out what is bringing you the most traffic. You can get insights into the keywords your competitors are ranking for.
• Determine your SEO campaign effectiveness. Understanding where you rank compared to your competitors helps you determine whether your SEO strategies are working. If you notice an increase in your SOV, it indicates that you are receiving attention for specific search queries.
• Optimizing your content. Understanding the SEO SOV can also improve the performance of your websites. You can use the data to make your campaign more comprehensive. You can also use the data to optimize your current pages and improve visibility in search engines.

How to Share Your SEO Share of Voice

Ensure you follow these steps when tracking your SEO share of voice:

Find Your Industry’s High-Impact Keywords

For optimal results in measuring your SEO share of voice, begin by identifying the top keywords in your industry. Begin with a list of keywords your customers use to search, including the branded and non-branded keywords. Remember to use voice search, as 20% of U.S. Google searches are voice searches.

You can also combine the competitor research and keyword analysis. Consider using various tools such as: 

• Google Keyword Planner. A great tool for getting ideas for your keywords and getting insights into the estimates of the search volumes. 
• Ahrefs. This can provide all the data you need on keyword difficulty and backlink analysis.
• SEMrush. You can get in-depth insights into your keyword tracking and competitor analysis.

Ensure you analyze the websites of your top competitors and understand the keywords they are ranking for to identify any valuable opportunities. If you find a particular keyword appearing in several of your competitors’ sites, there is a chance that those keywords are essential for your industry.

Pay attention to long-tail keywords, as they can boost your visibility in your niche. Through thorough research, you can identify keywords with lower search volumes but higher conversion rates. For instance, instead of targeting a keyword like “running shoes,” you can focus on a long-tail keyword such as “best orthopedic shoes for neuropathy.” 

Competition for longer-tail keywords is usually lower, making it easier to rank for them. Additionally, users searching for these long-tail keywords are generally lower in the sales funnel, increasing their conversion rates. 

Track Your Keyword Ranking

After determining the keywords you want to rank for, track your performance for those keywords, paying attention to your ranking position in the SERPs for keywords relevant to your business. You should track the traffic your site and the competitors are getting from the keywords,

The SEO tools can help you track your keywords more effectively, including by location and division settings. This will provide insights into your current ranking and help you understand shifts over a specific period.

This approach will enable you to track your visibility across various platforms and search engines, providing a better understanding of their SEO efforts and helping you achieve higher rankings. By analyzing this data, you can determine whether your strategy is effective and identify areas that require improvement.

Use Keyword Visibility to Calculate the SEO SOV

The next step is to calculate the keyboard. For example, when your site gets 500 visits from a particular set of keywords, and the cumulative traffic you are getting for the keywords is 10,000, your SOV is 5%. The number provides a lens into how the brand appears in search results compared to other industry players. 

Remember that in specific industries, a 1% SOV increase can lead to a 0.12% to 0.32% in the market share. Therefore, it is helpful to monitor this metric.

Track Regularly

Tracking the SOV should not be a one-time affair. You need to have a schedule for monitoring the SOV, which could be monthly or quarterly. When you discover that the number is dropping, you need to revisit your strategy.

Final Thoughts

SOV can be a good metric for showing how well people know your brand and how it is positioned relative to competitors. This is a good reflection of the competition that exists in your industry. By understanding your SEO SOV, you can gain better insight into your brand's SERP rankings and use that data to improve your SEO strategy.