Share of voice
Definition
Share of voice is the proportion of total visibility within a defined keyword set or conversation that a brand captures relative to competitors, expressed as a percentage.
In search it is calculated by weighting rankings across a tracked keyword set by expected click-through rate, which gives a truer picture than average position — moving from four to two on a high-volume term matters more than moving from forty to twenty on ten obscure ones.
The equivalent measurement for answer engines is emerging and requires direct prompting: asking assistants the questions your buyers ask, and recording how often your brand appears and in what terms. There is no analytics report for this yet.
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