What does the Share of Voice metric mean? How do we calculate the visibility score?
The share of voice (SOV) metric shows the percentage of traffic that your target website gets, compared to the traffic of other websites. We currently report this metric in the Rank Tracker tool.
You will see the Share of Voice (SOV) metric shown in the Project Dashboard:
In Overview:
As well as in the Competitors Overview:
How SoV is calculated in Rank Tracker
Share of Voice in Rank Tracker is calculated based on how many clicks your website receives, versus the rest of the results in the SERP of keywords that it ranks for.
Total clicks your target receives from all Tracked keywords / Total clicks going to all result in the SERP receives for all Tracked keywords
So for a hypothetical example, the keyword "Coffee beans" in South Africa has a monthly search volume of 10,000 and total 5,000 clicks going to all results in the SERP, here is how the Share of Voice would be calculated for the top 5 results in the SERP:
SERP for Coffee beans - 🇿🇦
Position | URL | Clicks | SoV |
1 | coffeelovers.za | 1500 | 30% |
2 | coffeemania.com | 930 | 18.6% |
3 | commonmancoffeeroasters.com | 860 | 17.2% |
4 | coffee.za | 450 | 9% |
5 | superbeans/za | 200 | 4% |
This is just one keyword. So if you have Rank Tracker set up for the website coffee.za, the Share of Voice would be calculated for all tracked keywords.