A metric calculated by dividing a brand's impressions for specific keywords by the total impressions across all market brands.
SEO specialists analyzing search performance metrics alongside competitor data from Google Search Console.
01What it is and how it works
Share of Search is calculated by dividing the number of impressions your brand receives for a set of keywords by the total impressions for the same keywords across all brands in the market. The metric reflects consumer interest at the moment they type a query, not the result of paid ads. It helps you see whether your brand is top‑of‑mind when people search for product categories, features, or problems.
It is the percentage of searches that include your brand name.
02What to do about it
1. Pull a list of core keywords from your SEO audit. 2. Use Google Search Console to extract impression data for your brand and for competitors (you can do this with the “Compare” feature or by exporting data and adding competitor domains). 3. Calculate the share of search for each keyword and flag any where you fall below 30%. 4. Prioritize content updates or new pages that target those weak keywords. 5. Run a quick A/B test on meta titles to see if a clearer brand mention lifts impressions within a week.
03How it is measured or noticed
In practice you look at the "Performance" report in Google Search Console. The report shows total clicks, impressions, CTR and average position for each query. Export the data, add a column for competitor impressions (available from third‑party tools or by estimating based on market share), and compute: Share of Search = (Your Impressions ÷ Total Impressions) × 100. A rising curve over several weeks signals growing brand relevance.
04Common mistakes
- Counting paid search impressions as organic Share of Search.
- Using a single keyword list that ignores seasonal variations.
- Comparing across different device types without normalising the data.
05Limits
Share of Search does not capture brand awareness outside of search, such as social media or offline channels. It can be skewed by brand‑specific queries (e.g., "Nike shoes") that naturally favour the brand name. The metric is also less useful for ultra‑niche markets where total search volume is too low to produce stable percentages.
06Worked example
"For the keyword ‘organic protein powder’, our brand recorded 1,200 impressions in March while the market total was 8,000. Share of Search = (1,200 ÷ 8,000) × 100 = 15%. After publishing a new FAQ page, impressions rose to 2,100 in April, lifting Share of Search to 26%."
Frequently asked questions
How does Share of Search differ from Share of Voice?
It depends on the channel. Share of Search measures how often your brand appears in relevant search queries compared with rivals, while Share of Voice looks at overall exposure across all media, including ads, social, and offline mentions.
Should I start tracking Share of Search now, or wait until I have enough search data?
Usually you can begin as soon as you have a modest amount of keyword data. Even with limited impressions, trends can reveal whether your brand is gaining or losing visibility relative to competitors.
How is Share of Search calculated in practice, and who can run the analysis?
It is calculated by dividing the number of impressions your brand receives for a set of keywords by the total impressions for those keywords across all brands. Marketing analysts or SEO specialists can pull the data from tools like Google Search Console and perform the calculation in a spreadsheet or BI platform.
Does Share of Search still provide useful insights in a market where most traffic comes from social media?
No, it only reflects search‑based visibility. If the majority of your audience engages on social platforms, Share of Search will miss a large part of brand awareness and should be complemented with social listening metrics.
What are the risks of misinterpreting Share of Search, and how can I notice if I'm making a mistake?
Usually the biggest risk is assuming a higher Share of Search equals overall brand health. You’ll notice a problem when other indicators—like sales or social sentiment—move in the opposite direction, suggesting the metric is not telling the full story.
How long does it take for changes in marketing spend to show up in Share of Search metrics?
It depends on the volume of search traffic for your keywords. In most cases, you’ll see a noticeable shift within a few weeks, but for low‑search volume terms it can take a month or more for the effect to become clear.
Asked out loud
spoken, not typedThe same term in the words somebody uses speaking to an assistant rather than typing into a box — written from the situation, which is why each one carries the situation it came from.
Yes, you can check that instantly in the Performance report of Google Search Console, which shows the share of impressions for each brand on your selected keywords.
Usually you need to compare the current impression share to the previous period for the same keyword set. A rising percentage indicates improvement, while a drop signals a loss of visibility.
It’s located under the “Search analytics” tab in Google Search Console; there you can add a comparison of your brand’s impressions against competitors to see the Share of Search.