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Share of Search

Share of Search a new way to track brand demand

Step 1: Insert the Brand, Product, or Service to Monitor

Start by identifying the brand, product, or service you want to monitor. For example, if you’re tracking "Sauza Tequila," input it into MyTelescope.

Step 2: Pick Competitors or Add Them Manually

MyTelescope will identify competitors based on search data. If competitors aren’t listed, you can add them manually. Once complete, let MyTelescope’s AI work its magic to deliver actionable insights.

What Is Share of Search?

Share of Search (SoS) measures the percentage of organic searches your brand receives compared to competitors. This metric is a robust indicator of brand health and future performance. Research by Les Binet and James Hankins has established a clear link between Share of Search and Share of Market (SoM). Their studies show that in most cases, increases in SoS lead to increases in market share.

SoS reflects consumer intent, as people often search for a brand when they plan to purchase its products or already own them. Brands with a growing SoS are typically poised for growth, as research suggests SoS accounts for 83% of a brand's SoM.

EDO, a data-driven marketing platform, and studies by organizations like IPA and Kantar, have further validated this metric’s value, showcasing its predictive power in gauging consumer demand and market share.

Share of Search vs. Share of Voice

In traditional media, Share of Voice (SoV) was a primary metric for predicting market share. SoV compared a brand’s advertising spend to the total ad spend within its industry. For example, if a brand spent $5 million on ads in a $50 million industry, its SoV would be 10%.

However, the rise of digital marketing has made SoV less reliable. Fragmented platforms, hidden advertising costs, and diverse ad formats make it nearly impossible to measure total ad spend.

Share of Search solves this problem by analyzing search behavior instead of ad budgets. Unlike SoV, SoS uses publicly available search data from Google, making it easier to calculate and universally applicable.

Why Is Share of Search Important?

With advertising moving online and consumer behavior evolving, Share of Search has become a key metric for brands. Its advantages include:

1. Fast and Easy Calculation

Unlike SoV, which requires extensive data collection, SoS can be calculated using tools like Google’s Keyword Planner or MyTelescope. This accessibility makes it ideal for brands of all sizes and allows for regular tracking.

2. Reliability

SoV doesn’t account for ad quality, crises, or consumer trust—96% of people distrust ads. By focusing on consumer behavior, SoS provides a clearer picture of brand health and demand.

3. Universal Applicability

SoS works across industries, including B2B and sectors that don’t heavily invest in advertising. It’s particularly useful for modern marketing approaches, like viral campaigns or social media strategies, that traditional SoV metrics can’t measure.

How to Improve Share of Search

To increase your Share of Search, focus on boosting awareness and engagement. Key strategies include:

  • Invest in Advertising: Channels like TV, social media, and digital ads can drive brand awareness.

  • Leverage PR and Influencers: Collaborations can amplify reach and generate organic searches.

  • Simplify Branding: Memorable names and campaigns increase the likelihood of searches.

  • Incorporate CTAs: Encourage audiences to search for your brand directly.

Insights from MyTelescope make it easy to track, analyze, and improve your Share of Search, helping you stay ahead in the market.

Why MyTelescope?

Powered by research from experts like Les Binet, James Hankins, and validated by organizations such as EDO, IPA, and Kantar, MyTelescope transforms Share of Search from a concept into actionable insights. Use our AI-driven platform to unlock trends, predict market shifts, and align your strategies with consumer intent.