Share of Voice (SoV) is a marketing metric that measures the percentage of a brand’s visibility or presence in a specific market or niche. It is often used to gauge the effectiveness of marketing campaigns and to compare the brand’s prominence against competitors.
SoV is typically calculated by comparing a brand’s total number of impressions, mentions, or engagements to the total number of similar occurrences for all competitors in the same market.
In the context of SEO and digital marketing, Share of Voice can be determined by analyzing factors such as:
- Organic search rankings: Comparing a brand’s search visibility for target keywords against the search visibility of competitors.
- Social media presence: Analyzing the brand’s reach, engagement, and influence on social media platforms in comparison to competitors.
- Paid search advertising: Evaluating the percentage of ad impressions and clicks that a brand receives compared to the total number of ad impressions and clicks for the same keywords within the industry.
- Content marketing: Assessing the visibility and engagement of a brand’s content, such as blog posts, videos, and whitepapers, in comparison to competitors’ content.
- Public relations: Tracking media coverage, press mentions, and online conversations related to the brand and its competitors.
For example, if a brand has 1,000 organic search impressions for a set of target keywords and its competitors collectively have 9,000 impressions, the brand’s Share of Voice for organic search would be 10% (1,000 / 10,000).
By monitoring and optimizing Share of Voice, businesses can identify areas where they excel or need improvement, adjust their marketing strategies, and allocate resources more effectively to enhance their online presence.