Share of voice, in an SEO context, measures what percentage of total available search visibility a business captures for a defined set of relevant keywords, compared to its competitors, often calculated using estimated click-through rates weighted by ranking position.
Unlike tracking individual keyword rankings in isolation, share of voice provides a more holistic view of overall competitive market position across an entire keyword set, making it useful for benchmarking progress against direct competitors over time.
Growing share of voice within a specific market or topic area is often a more meaningful long-term strategic goal than optimizing for any single keyword’s ranking position alone.
Share of voice benchmarking is included in our SEO Audits & Reporting service.