Share of Voice (SOV)
Share of Voice in SEO is the percentage of total possible organic visibility (across a defined keyword set) captured by your domain versus the competitive set.
In context
SOV is the strategic counterpart to keyword-by-keyword rank tracking: instead of asking 'where do I rank for X', it asks 'what fraction of the category am I winning'. Calculation: define a representative keyword set, weight by search volume, sum your weighted visibility (typically using a CTR curve applied to your ranking position), divide by the total possible. Tools that compute SOV: Ahrefs, Semrush, Sistrix, AccuRanker. Track quarterly; SOV trends are the most important narrative metric in board-level SEO reporting.
A Toronto B2B SaaS tracked SOV across a 200-keyword category set and watched it climb from 3% to 18% over 18 months — a far more board-friendly metric than rank-by-rank reports.
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