How to Calculate Share of Voice (+ Why it Matters for SEO)

Backlinko discusses how to measure "share of voice" in SEO, defining it as the percentage of total visibility a brand commands within a specific market or topic. The article explains that traditional analytics often miss instances where competitors are mentioned in AI answers or online discussions, representing lost opportunities for brand visibility that don't register as clicks. It then outlines methods for calculating this metric, including tracking brand mentions across various platforms and analyzing search engine results pages beyond direct website traffic.

This concept is important for SEO professionals, site owners, and marketers because it provides a more comprehensive view of a brand's online presence than typical analytics alone. By understanding their share of voice, they can identify gaps in their visibility, uncover competitor strengths in areas like AI-generated content or community forums, and develop strategies to increase their brand's overall presence and influence beyond direct website traffic.