How it is measured
Divide your brand's figure by the total for you and your competitors. In paid search, Google Ads impression share is one version. In social, it is your mentions as a share of all brand mentions in your category. In SEO, it is your share of visibility for a set of keywords.
Share of voice versus share of search
Share of voice measures how visible or talked about you are. Share of search measures how often people search for your brand compared with competitors. The two often move together.
Why it is linked to growth
Marketing research has long found that brands with a share of voice above their market share tend to grow over time, while those below it tend to lose ground. It is a trend to watch, not a guarantee.
Why Share of Voice matters
Share of voice shows whether you are being heard in your market or drowned out. Tracking it helps you see if marketing is keeping pace with competitors.
Losing ground without noticing
A regional HVAC company's sales were flat. A share-of-voice check across search ads, map results and local social mentions showed a new competitor had taken much of the visibility in its area. That led to more ad budget and a review push in key ZIP codes.
Common mistakes
Choosing the wrong competitors
Measure against the brands customers actually compare you with, not only the biggest names.
Counting all mentions as good
A spike in negative mentions raises share of voice too. Pair it with sentiment.
One-off snapshots
Share of voice matters as a trend. Measure it the same way regularly.
Where we work on this