Share of Search.
Learn what Share of Search means in modern search and SEO.
A brand health metric measuring a brand's proportion of total organic search queries for its category, used as a leading indicator of market share.
Share of Search (SoS) is the proportion of total branded and category search queries attributable to a given brand, measured across Google Search (via tools like Google Trends or Search Console data). Popularised by marketing effectiveness researcher Les Binet, SoS is used as a leading indicator of market share — changes in search share have been shown to precede changes in revenue share by months.
Why Share of Search Predicts Market Share
Consumer intent precedes purchase. When a brand increases its share of searches in a category ('best SEO platform', '[brand name] reviews'), it indicates growing consideration among potential buyers. Market share data is often delayed by 6-12 months in reporting; SoS provides an earlier, more frequently available proxy.
Measuring Share of Search
Google Trends compares relative search volume between brands over time for a given keyword set. For more precise measurement, Search Console branded query data, SEMrush, or Similarweb can be combined to estimate absolute and relative branded search volume. Consistent methodology matters more than the specific tool.
Share of Search vs. Share of Voice
Share of voice (SoV) measures paid media presence (ad impressions) relative to competitors. Share of search measures organic search intent. Both are competitive awareness metrics, but SoS is considered more directionally reliable as a market share predictor because it captures genuine consumer intent rather than advertiser spending.
Articles about Share of Search
Read more on the Aergos blog.
Best AI Visibility Checkers: Free and Paid Ways to See If AI Mentions You
Not sure if AI search engines are mentioning your brand? This guide breaks down the best free and paid AI visibility checker tools — from instant one-time audits to continuous monitoring — so you know exactly where you stand.
Read article
Ahrefs Brand Radar vs AI Visibility Platforms: Coverage, Gaps, and Alternatives
Ahrefs Brand Radar is a solid starting point for AI visibility tracking inside a suite you probably already pay for. But depending on your workflow, it may leave some real gaps. Here's how to think through the fit.
Read article
Best LLM SEO Tools: Software for Ranking in AI Search (2026)
LLM SEO is no longer a future problem — it's happening right now in every search box that runs on AI. This guide breaks down the best LLM SEO tools available in 2026, what each one actually does, and how to pick the right fit for your situation.
Read article
How to Read an SEO Audit Without Getting Overwhelmed
SEO audits can dump hundreds of issues on your screen and leave you frozen. This guide walks you through what to look at first, what actually matters, and how to turn a wall of findings into a clear fix list.
Read article
Kimi K3 and Qwen3.8 Aren't a Surprise — They're a Pattern
Two Chinese AI models dropped last week and the world acted shocked — again. Kimi K3 from Moonshot AI and Qwen3.8 from Alibaba are making credible claims against OpenAI and Anthropic, and the real story isn't the models. It's why we keep being surprised.
Read article
Schema Markup 101: What It Is and How to Add It to Your Site
Schema markup is one of those technical SEO wins that looks intimidating on the surface but pays off fast once you understand the basics. This guide breaks down what it is, which types actually matter, and how to add and validate it without breaking a sweat.
Read articleReady to close the loop?
See every term in action
Aergos tracks your AI and organic visibility across every channel, in one platform.
Not ready to talk? Audit your site free →