What Is Share of Voice?
Share of voice is a metric used by SEO software to show how your rankings compare to your competitors, painting a detailed picture of a website's SEO. There is often a positive correlation between share of voice and actual organic search traffic.
Why Is Share of Voice Important?
Share of voice is important for a number of reasons. Getting insight into your SOV, will allow you to understand where you are excelling and where you are lacking, and redistribute you resources accordingly.
Share of voice helps companies to discover new competition in the market, and see how they measure up to known competitors.
What are your target audience saying about them? What are you doing differently? SOV analysis will help you answer these questions.
How Can You Measure Share of Voice?
It is important to be able to quantify how much of an impact your SEO efforts are making.
To discover this, companies should conduct a SOV audit and analyse the findings.
This method is great for measuring SOV for organic keywords, backlinks, and traffic to name just a few.
Sentiment and topic analysis are useful here too.
Sentiment analysis allows you to discover the mentions that your brand or company receives across the web, whether positive or negative. You can then compare them to the mentions your competitors receive.
Topical analysis allows you to review which words are regularly associated with your brand.
How Can You Improve Share of Voice?
Once you have conducted your SOV research and found areas in need of improvement, there are a few methods you can use to give your SOV a boost.
1. Engage With Your Audience
Reach out to your audience and establish a relationship with them via social media, rather than bombarding them with advertisements.
A simple ‘thank you’ on a positive review, or a promise to sort out an issue from customer feedback gives a personal touch. It will improve brand/company awareness and likeability.
2. Create Shareworthy Content
Quality is king. You may have seen this phrase thrown about quite a lot in SEO circles, but it’s true.
Create high-quality content that is well researched, insightful and easy to engage with. That way, people are more likely to interact with it, and more importantly share it on social media.
3. Use Multiple Marketing Channels
Social media is a sure fire way of increasing visibility and interaction, but it should supplement other efforts.
You can use paid ads to increase your SOV, both on SERPs and in publications.
Another effective way of increase SOV is developing your website’s on-page, off-page and technical SEO strategies in order to rank higher in SERPs.
What Tools Can Help You Measure Share of Voice?
There are an array of different tools on the web that will help you accurately measure your share of voice and get a better understanding of your presence.
Below are some of the essential tools:
- Awario
- Brandwatch
- PowerPost
- Social Searcher
- Screaming Frog
- SEMRush
- Google Sheet
- Brand24
How Can We Help?
Need to perform a share of voice audit but not sure where to start? Get in touch and we’ll set you up with a free strategy session.
If you like what we come up with and want it implemented then we’ll be able to hook you up with a team that will do that for you at the highest standard!
If you’re wanting more SEO guidance - check out our training courses where you can find practises recommended and used by us that you could start applying to your business today!
