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Share of voice

How much of the clickable Google demand you hold on the searches you actually share with rivals — and which websites hold the rest.

#In 10 seconds

• Share is measured only on keywords where a rival was actually captured — a search nobody else competes for is not a market.
• The rivals listed here are the ones Google shows us. They are not the ones you chose to follow; that list lives on Competitors.
• The bottom-right link is one of the only ways into your AI keyword portfolio.

#Before you start

• Your keyword list must exist and your first Google scan must have run. Both are set up for you — see Portfolio.
• Competitor pages must have been captured on at least one of your keywords. Without that there is a coverage picture but no share, and the screen says so rather than inventing one.
• No plan requirement. Every plan opens this screen; your plan sets how many keywords get a full search-results page fetched each week. See Plans and limits.

#Steps

#1 — Open SEO → Share of Voice

┌─ sidebar ──────────────┐
│ ● SEO                  │
│     SEO summary        │
│     Share of Voice ← click
│     Opportunities      │
└────────────────────────┘

#2 — Read the big percentage together with the line under it

The line under it names how many keywords the percentage was measured on. The two belong together — quoting the percentage without the count is the fastest way to mislead yourself.

#3 — Work down to the two tables at the bottom

Where your visibility comes from is what to defend. Where you're losing — biggest gaps is what to attack, and the column on its right names who is currently taking it.

#What you'll see

#"Search engine visibility" and the big "Share of Voice" number

The title strip, then the headline percentage set large, sometimes with a green or red pill beside it reading N pts vs last month. Under it: how many keywords it was measured on, and a sentence putting the same figure in words.

#The five-column rail — "Measured", "Ranking", "Top 3", "Striking (4–10)", "Avg position"

A row of five figures across the width of the screen, describing coverage rather than share.

#"Share of voice · where rivals are visible" and "Who shares your keywords"

Side by side. A ring chart with your slice in mint and a legend naming every slice, then a list of the rival domains with their share and average position. Under the list, a line pointing at the Competitors screen.

#"Where your visibility comes from" and "Where you're losing — biggest gaps"

Two tables at the bottom, six rows each, with the same columns: Keyword, Google, AI, You, and either Top rival or Who leads.

#The footnote and "View the full AI keyword portfolio →"

Bottom left explains the AI column; bottom right is a link into your AI keyword portfolio at /aeo/keywords. That link matters — the AI keyword screen has no sidebar entry of its own, so this is one of the few doors into it. See Keyword portfolio.

#Reading the numbers

Share of Voice — for example 10.1%, "of the 91 keywords where we can see rivals". On those 91 searches, about one click in ten comes to you. The count is the honest part: if you are measured on 518 keywords but only 91 have a rival captured, this percentage describes those 91 and nothing else. A brand measured on its own uncontested keywords would read near 100% and mean nothing.

"▼ 7.2 pts vs last month". The change is worked out on the keywords present in both months, then both months are recalculated on that shared set. Without that, adding or removing keywords would move the line exactly like a real loss. If fewer than five keywords are common to both months, no pill appears at all — a missing number is honest, a wrong one is not.

"Measured" — for example 518. Keywords we hold a Google position for. This is not the number your plan pays for: that one is on Rank tracking, and it is usually far smaller (25 to 100 depending on plan). Three different keyword counts exist across these screens and this one is the widest.

"Ranking" — for example 314 (61%), and "Top 3" — 27. Of the 518 measured, you appear in the top 20 on 314, and hold the top three on 27.

"Striking (4–10)" — for example 46. Forty-six keywords sit on page 1 but below the top three. These move with a better page rather than a new one. Note that the Opportunities screen uses the same word for a wider band, 4–20 — the two screens count different things under one label.

"Avg position" — for example #8.4. Averaged across the keywords you rank on only, so it cannot be read as "how visible am I" on its own — pair it with Ranking.

The ring chart slices. Your slice, up to five rival domains, and a grey others remainder — all shares of the same contested demand, so they add to 100.

A rival row — for example sahibinden.com · 79 kw · 16.6% · #6.2. That domain shows up on 79 of your keywords, takes about seventeen clicks in every hundred, and averages position 6.2 where it appears. A domain must appear on at least two of your keywords to be listed — one shared keyword is a coincidence, and listing it made an unknown site outrank a real competitor.

▼ and ▲ beside a rival. ▼ green means that rival is losing ground to you. ▲ red means they are gaining on you. The arrow describes their trend, not yours.

Missing platforms in the rivals list. Instagram, YouTube, Wikipedia, job boards and forums are counted in the denominator — they really do take those clicks — but are kept out of the rivals list, because a site people search to find a job is not competing with you for a customer.

"6,600" in the Google column, a teal number in the AI column. Monthly Google searches, then monthly answer-engine demand for the same keyword. The AI figure is context only; the share above is weighted by Google volume.

#When it goes wrong

#Related

• Opportunities — the keywords closest to a win
• Competitors — choose which rivals get followed week to week
• Keyword portfolio — the AI-side keyword screen this page links out to