Modeling Share of Voice vs Competitors with Semrush Over Time

Ever wonder how your brand stacks up against rivals on the digital stage? Share of Voice (SOV) tells the story—how much of the online conversation or search traffic you own. Strolling through big data can feel daunting, but Semrush turns chaos into clarity. This guide walks you through a practical, numbers‑backed workflow that anyone in marketing can pull off.

What Is Share of Voice & Why It Matters

SOV isn’t just a vanity metric. It shows the proportion of total search volume (or visibility) you capture compared to competitors. High SOV often correlates with:

• Greater brand awareness and recall
• Higher ranking on SERPs and paid ads
• Better ROI on advertising spend

In short, tracking SOV lets you gauge market dominance and spot growth opportunities before competitors do.

Step‑by‑Step: Building an SOV Model in Semrush

1. Define Your Scope and Keywords

Start by listing core terms that represent your brand and core products. Then, pull a competitor list—ideally 3‑5 forces that share your target audience.

• Use Semrush’s Domain Overview for a quick competitor scan.
• Export the keyword list and keep a dedicated spreadsheet.

2. Compile Visibility Scores Over Time

Visibility is the default metric Semrush uses to estimate traffic share. Grab this for each keyword and competitor over a rolling window (monthly, quarterly).

1. Navigate to Domain Analytics > Organic Research.
2. Select the keyword group and click Download all data.
3. Filter by date range, then export to CSV.

3. Calculate SOV (Percentage)

With a dataset in hand, compute SOV for each period:

 SOV = (Brand Visibility ÷ Total Visibility) × 100 

In spreadsheet terms:

= (BrandVisibility / (BrandVisibility+Competitor1+Competitor2+…)) * 100

Repeat the calculation for every month or quarter you want to compare.

4. Visualize the Trend

Charts bring context. Create a line graph that shows:

• Your brand’s SOV over time.
• Each competitor’s SOV as separate lines.
• Highlights of strategy shifts (new campaigns, algorithm updates).

Semrush’s Position Tracking dashboard can export the raw numbers, while tools like Google Data Studio or a simple Excel chart put them into a visual story.

5. Identify Drivers of Change

When a spike or dip appears, dig deeper:

• Check the Keyword Gap report for keywords you lost or gained.
• Review paid‑search visibility—did a competitor launch a big PPC play?
• Look at backlink health: new links can boost organic visibility.

6. Build a Forecast & Action Plan

Use the trend to anticipate future SOV. Two quick tactics:

1. Set a target SOV increase (e.g., +5% over the next 6 months).
2. Allocate budget toward high‑impact keywords that boost visibility without breaking the bank.

Document the plan in a shared dashboard so stakeholders can stay aligned.

Best Practices & Common Pitfalls

• Keep data fresh. Update your dataset quarterly; outdated numbers hide opportunities.
• Normalize search volume. High‑volume keywords can skew SOV—use weighted averages if needed.
• Beware of algorithm jumps. Google’s core updates can shift visibility; annotate your charts.
• Cross‑check paid vs organic. Combined visibility gives a holistic view, especially when competitors use heavy ad spend.

FAQ

What’s the minimum keyword set for reliable SOV?

At least 50 keyword positions per brand, covering main categories, give the best balance of depth and speed.

Can I use SOV for local search?

Yes—Semrush’s Local SEO tool feeds local visibility scores, so the same formulas apply.

How often should I update my SOV model?

Monthly is optimal for fast‑moving sectors; quarterly works for static markets.

Next Steps & CTA

Ready to supercharge your competitive insight? Sign up for a free trial of Semrush today, and start building your SOV dashboard in minutes. Share your results with a manager, tweak your bids, and watch your brand dominate the conversation.

Internal Linking Ideas

• “How to Use Semrush Position Tracking for SEO Wins”
• “Understanding Google Core Updates and Their Impact on Visibility”

External Authority Reference

For an in‑depth study of market share and SEO, the Ahrefs Benchmarks Report offers valuable industry averages and methodology notes.