Share of Search
Share of Search is the percentage of search queries for a keyword or topic that mention or result in a specific brand or competitor. It measures a brand's share of the total search interest in a category.
Definition
Share of Search is calculated by dividing branded queries or branded keyword volume by the total search volume for a category or topic. It reveals competitive positioning in search. For example, if 100 people search for 'running shoes' and 15 search for 'Nike running shoes,' Nike has a 15 percent share of search for that category.
Brands monitor share of search to track market positioning relative to competitors. Growth in share of search indicates increasing brand preference or awareness. The metric guides keyword strategy and helps teams identify underserving or overserving segments. Paid search marketers use share of search to benchmark campaign reach.
Why it matters for AI visibility
Share of search must now account for AI search as a distinct channel. As users shift from Google to ChatGPT or Perplexity, the search landscape fragments. Teams need to measure share of voice across both traditional search and AI assistants. This reveals whether a brand maintains visibility as users migrate to new search platforms.
Related terms
AI Share of Voice
AI Share of Voice is the percentage of citations, mentions, or recommendations assigned to a brand compared to its competitors within AI-generated responses across a defined set of queries or topics.
GEOAI Search
AI Search refers to search and discovery systems powered by large language models that generate synthesized answers from multiple sources rather than rank-ordering links in a traditional search results page.
AnalyticsBrand Tracking
Brand Tracking is the continuous monitoring of metrics related to brand awareness, perception, and health. It measures how a target audience recognizes, perceives, and feels about a brand over time.
GEOAI Visibility
AI Visibility is the extent to which a brand, product, or content appears and is cited within AI-generated search results, conversational responses, and answer recommendations across multiple LLM and generative search platforms.