Share of voice (SEO)
Share of voice measures the visibility a site captures across a keyword portfolio, expressed as a proportion of total available impressions — weighted by position and volume. It benchmarks against competitors better than any single position.
In practice
Its value is in absorbing noise. A query shifting three positions says nothing; a share of voice moving from 12 to 19 percent across a hundred queries in six months says everything. The metric now extends to the AI side — frequency of citation in AI-generated answers — to measure visibility where clicks no longer exist.