How to Track Share of Voice in SEO
Practical steps for measuring SoV weekly, with the CTR curves and pitfalls that trip most teams up.
To track Share of Voice, weight each keyword's position by its click-through rate and by its search volume, sum across your portfolio, and divide by the theoretical maximum (rank 1 on every keyword). Track it weekly against the same keyword set — SoV only means anything when the denominator is stable.
Why track SoV instead of average position
Average position is a lie. Ranking 3 on a 40K-volume keyword is worth vastly more than ranking 1 on a 20/mo phrase, but average position hides that. Share of Voice (SoV) fixes this by weighting positions with real click and volume data.
The formula in one line
SoV = Σ (CTR(position) × volume) ÷ Σ (CTR(1) × volume)
- Numerator: your projected clicks across the portfolio.
- Denominator: the clicks you'd get if you ranked #1 on every tracked keyword.
The result is a percentage (0–100%). 30% is healthy for a challenger; 60%+ is category leadership.
Step-by-step: track SoV weekly
- Lock your keyword set. Don't add/remove keywords mid-quarter — the denominator moves and the trend becomes meaningless.
- Pick a CTR curve. Use an industry-standard curve (Advanced Web Ranking, Sistrix) or your own GSC data. LemRank uses a validated 100-position curve out of the box.
- Pull positions on a fixed cadence — weekly is the sweet spot (see daily vs weekly rank tracking).
- Compute the score with the formula above.
- Chart the weekly value on a rolling 12-week basis so you see trend, not noise.
How LemRank calculates SoV
Every rank check writes to a portfolio-level aggregate. The SoV dashboard shows:
- Your SoV vs each tracked competitor, on the same keyword set, using identical CTR math.
- Week-over-week delta, coloured by whether it's noise or a real shift.
- SoV split by keyword cluster (brand, category, competitor terms) so you can see where you're winning.
CTR math lives in one place (getCtr in src/lib/ctrCurve.ts) — every module uses the same curve so numbers reconcile.
Common mistakes
- Adding new keywords mid-period. Denominator changes, trend breaks. Version your keyword set.
- Using average position as a proxy. They tell different stories — positions can improve while SoV falls if you lose your highest-volume terms.
- Comparing SoV across projects on different keyword sets. Only compare like-for-like.
- Confusing SoV with market share. SoV measures visibility on the keywords you chose, not the total market.
What this doesn't do
- SoV doesn't predict revenue — it predicts organic click potential.
- SoV doesn't account for SERP features (AI Overviews, People Also Ask) unless your CTR curve does.
Related
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Check your positionFrequently asked questions
How often should I recalculate Share of Voice?
Weekly is the standard cadence. Daily introduces too much noise; monthly hides shifts long enough that competitors gain ground before you notice.
Which CTR curve should I use?
Use a validated third-party curve (Advanced Web Ranking, Sistrix) or your own GSC data. Consistency matters more than the specific source — pick one and stick with it.
Should branded keywords be included in SoV?
Track branded and non-branded separately. Branded SoV should always be ~100% and shifts there mean brand hijacking or trademark issues, not SEO performance.
What is a good SoV score?
30% is respectable for a challenger, 60%+ signals category leadership. Compare against direct competitors on the same keyword set for context.
Does LemRank track SoV vs my competitors?
Yes — the Share of Voice dashboard shows your SoV alongside each tracked competitor using identical keyword sets and CTR math.
Related articles
What is Share of Voice in SEO (With Formula)
Share of Voice tells you what slice of the total available search traffic your site captures across a tracked keyword portfolio.
Daily vs Weekly Rank Tracking: Which to Use
How to choose a project tracking frequency without promising checks your plan cannot deliver.
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