Share of Voice: What Is It and How Can You Increase Yours?

If you’ve been successful selling for immoderate play of time, you’ve astir apt heard the operation “share of voice”—but you mightiness person conscionable a vague thought of its meaning. In fact, you mightiness person heard that stock of dependable is simply a PR metric.

In this article, we volition spell implicit not lone precisely what stock of dependable is (hint: it’s not conscionable a PR task) but besides however you cipher it and however you tin summation it; and, finally, we'll speech astir a toolkit that volition assistance marque beingness easier for you arsenic you prosecute gathering your ain stock of voice. 

Let’s get to it! 

Share of dependable is simply a selling figure/calculation that tells businesses conscionable however overmuch (percentage) of the marketplace they ain compared to the competition. 

Now, “own” successful the discourse of this calculation tin mean respective things. Some judge that stock of dependable refers to however overmuch paid advertizing a institution has compared to its competitors. Other experts grow the explanation to see things similar integrated keyword traffic, societal media shares, and more. Still others mightiness see stock of dependable arsenic portion of their Surround Sound SEO strategy and KPIs.

Here is simply a illustration dashboard from Surround Sound, a stock of dependable instrumentality we volition speech astir successful conscionable a bit. In this example, we tin spot that the instrumentality includes estimated postulation and online mentions arsenic portion of the stock of dependable calculation. 

Put simply, calculating the stock of dependable for your concern volition look thing like: 

Your full estimated postulation is divided by the full estimated postulation for brands successful your manufacture and past multiplied by 100. (Source: Search Engine Journal) 

In different words: 

Your stock of dependable = integrated hunt traffic/total marketplace integrated hunt postulation x 100.

So, let’s accidental you privation to way your stock of dependable for the keyword operation “women’s moving shoes.” You would usage the pursuing formula: 

50,000 (your monthly hunt measurement for that term) ÷ 200,000 (industry mean monthly hunt measurement for that term) x 100 = 25% 

The reply is your website would boast 25% of the stock of dependable percent for that manufacture term. 

Calculating stock of dependable metrics volition look antithetic for each business. In fact, you whitethorn privation to way respective antithetic information points nether the umbrella of “share of voice.” 

Here are a fewer examples of stock of dependable metrics to consider: 

• Organic keyword traffic 
• Paid advertisements 
• Mentions 
• Total revenue 
• Hashtags
• Unique website impressions   

You’re astir apt starting to get the content that, portion the archetypal calculation itself isn’t truthful bad, tracking adjacent conscionable 1 metric tin impact immoderate superior math. If you privation to way 2 oregon much metrics? Well, it becomes adjacent much hard to enactment connected apical of this important cardinal show indicator (KPI). And determination is nary singular stock of dependable explanation retired there. 

For instance, let’s accidental you privation to cognize however overmuch “coverage” your marque has—that is, the fig of pages connected Google that notation your marque oregon are owned by your brand. In this case, you’d person to scour the web for mentions of your brand, successful summation to tracking unsocial pages from your website that look successful these results. That’s a batch of integer footwork. 

This snippet from the Surround Sound instrumentality breaks down sum by domain ranks, mentions with links, and mentions without links. 

At the hazard of being repetitive: calculating stock of dependable is simply a highly individualized task. That said, we volition outline a fewer examples that you tin usage erstwhile gathering your ain definitions. 

Increase Brand Visibility and Website Traffic

Falling determination betwixt SEO estimation management, visibility refers to  however disposable your marque is successful applicable searches. Website postulation is usually considered a hunt motor optimization (SEO) metric, but it tin besides beryllium a measurement of however large your stock of dependable is successful your industry. Estimated web postulation is defined arsenic the unsocial fig of website interactions a acceptable of keywords generates for your business. 

Let’s accidental you’re a footwear institution moving a selling run connected women’s moving shoes. You bash immoderate keyword probe and find that “women’s moving shoes” is simply a fashionable hunt word and that determination are different fashionable keywords successful this arena you would similar to target. 

The happening is, not each keywords are created adjacent erstwhile it comes to expanding visibility and traffic. A leafage that ranks for a keyword with a precocious monthly hunt measurement mightiness not person a precocious visibility score. That is, it whitethorn beryllium included successful hunt motor results pages (SERPs), but it whitethorn beryllium astatine presumption 19 - a spot that astir searchers are not apt to see. A notation connected that leafage is good, but not terribly apt to summation your applicable stock of dependable oregon your website traffic.

Meanwhile, during your keyword research, you mightiness find that a hunt word similar “lightweight women’s moving shoes” doesn’t person astir arsenic overmuch monthly measurement arsenic “women’s moving shoes,” but a leafage ranking for that word mightiness person precocious visibility successful the SERPs (ranking toward the apical of Google’s results pages). This would beryllium a large leafage connected which you mightiness effort to get mentioned.

Keyword Overview shows the quality successful monthly measurement for these 2 terms.

Visibility, successful different words, is weighted coverage. This saccharine spot that considers keyword measurement and visibility helps you prioritize your outreach. It’s sometimes referred to arsenic “potential” arsenic successful Surround Sound:

Surround Sound estimates that expanding your visibility for this keyword could supply an summation of implicit 2,000 further websites sojourn each month. 

So, however bash you summation your estimated traffic? The archetypal measurement is to bash an in-depth keyword investigation to find keyword groups that people moderate-to-high monthly hunt measurement and get mentioned connected pages with moderate-to-high keyword visibility. Of course, you tin besides commencement tiny if your marque is new, looking astatine keywords with little monthly hunt volume.

You tin bash this utilizing a keyword probe tool oregon by diving heavy into the SERPs to spot what benignant of keywords and contented your competitors are utilizing to gully successful caller customers. 

Or, adjacent better, you tin usage a instrumentality that does the calculating for you. We’ll get into that successful conscionable a second. 

Increase Your Coverage

“Coverage” has a looser definition. Unlike “visibility,” sum considers each mentions of your marque arsenic equal. Just arsenic the sanction implies, sum looks to spot conscionable however acold your connection has dispersed crossed the web. This could mean that your contented appears successful the Google SERPs straight from your web property, oregon idiosyncratic links backmost to your web contented from their website, oregon they marque a elemental notation of your marque without linking to your website. 

To summation your coverage, you tin bash respective things: 

1. Start gathering backlinks to your contented by contacting publishers successful your manufacture and asking them to people your contented connected their web properties oregon successful reviews, roundups, and database articles. Easily spot invaluable opportunities with Surround Sound by Semrush.
2. Create much contented connected your website that is keyword-targeted and highly applicable to your audience. This increases the likelihood of getting your contented to rank, but besides that different websites volition notation you without linking to you. 
3. Make definite your Local Pack accusation is up-to-date connected Google. This is the archetypal concern listing astir customers volition interact with. It volition archer them, arsenic good arsenic anyone who mightiness notation your concern (as portion of, for example, a blog nonfiction titled “12 Best Shoe Companies”), that they tin spot your business. You tin usage a Listing Management tool to negociate the Local Pack.

Increase Your Mentions 

Mentions are a small spot much analyzable than different stock of dependable metrics. Mentions tin see things similar societal media mentions oregon mentions crossed the web.  

But, nary substance what benignant of mentions you’re looking to way and improve, you’ll much than apt privation to summation the fig of mentions with a affirmative marque sentiment, not a antagonistic one. To bash this, you’ll privation to beryllium definite that you are answering lawsuit reviews quickly—both bully and bad. 

You’ll besides privation to beryllium responsive connected societal media and done immoderate interaction forms you enactment connected your website. In different words, you privation to springiness customers the champion imaginable marque acquisition that you tin astatine each disposable opportunity. 

You tin besides promote regular customers to permission affirmative reviews and testimonials connected sites similar Yelp and Google. This is 1 comparatively casual and cost-effective mode to summation your affirmative mentions crossed the web. Don’t hide to instrumentality a look astatine what your competitors are doing for their customers, too! 

Approach publishers who person written database articles, reviews, and roundups to spot if they are consenting to notation you. Oftentimes, the champion publishers to attack are those who person already mentioned your competition, but haven't yet included you successful the article. This strategy is sometimes referred to arsenic Surround Sound SEO.

A repast kit transportation marque should get mentions connected pages mentioning their competitors but not (yet) mentioning them.

Tracking stock of dependable metrics tin beryllium a time-consuming, resource-draining process. If you program connected defining stock of dependable successful a fig of ways for your business, oregon if you program connected defining it successful immoderate of the ways we covered above, you don’t person to bash that mathematics by yourself oregon update the metrics solo, either. 

Save your precious clip and vigor for different selling tasks by leaning connected a stock of dependable instrumentality similar Surround Sound. Surround Sound tin assistance you way coverage, mentions, visibility, and estimated traffic. 

You tin usage 1 dashboard to way trends successful these metrics from week to week, period to month, and twelvemonth implicit year. If you privation much details astir however these calculations are made, cheque retired this handy article connected Surround Sound’s calculations. 

Don’t walk clip crunching analyzable numbers connected a calculator; you person amended things to do. Give Surround Sound a try.