[{"data":1,"prerenderedAt":228},["ShallowReactive",2],{"$f3xfIO9zdU3oPuSIcS0OlJtPPcjj5kDz82LEbG2ihNtE":3,"$fffvdZNGPxaG7rvj78wxccHByL4fPZkuUIe8a6b8ATRA":24},{"id":4,"tags":5,"type":10,"title":11,"slug":12,"status":13,"description":14,"date":15,"updatedDate":18,"formattedDate":19,"formattedUpdatedDate":19,"publishTime":20,"updatedTime":20,"dateMs":21,"author":22,"tocDepth":23},"dec42349-4e7e-4b4b-8b8d-4ecbf88a7217",[6],{"id":7,"name":8,"color":9},"731e25d3-e6ea-4f03-ba54-604bb476defc","Content Analytics","gray","Blog","What is \"share of search\"?","what-is-share-of-search","Published","Use this metric to compare your brand’s organic search performance against competitors",{"start":16,"end":17,"time_zone":17},"2023-01-05",null,{"start":16,"end":17,"time_zone":17},"Jan 5, 2023","2023-01-05T00:00:00-08:00",1672905600000,false,"h0",[25,46,59,67,95,113,121,154,162,170,197,212,220],{"id":26,"type":27,"content":28},"99ffa6f0-0938-4fd5-a50c-691d5e8045b1","paragraph",{"rich_text":29,"icon":17,"color":35},[30,36,42],{"type":31,"text":32,"annotations":34,"plain_text":33,"href":17},"text",{"content":33,"link":17},"Your brand and product marketing teams might be really excited about this metric we’re running into called ",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},"default",{"type":31,"text":37,"annotations":41,"plain_text":38,"href":40},{"content":38,"link":39},"“Share of Search”",{"url":40},"https://www.youtube.com/watch?v=x1zMufAs3l0",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":31,"text":43,"annotations":45,"plain_text":44,"href":17},{"content":44,"link":17},".",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":47,"type":27,"content":48},"bf6f5771-0313-4093-9b8c-c73737ffff2b",{"rich_text":49,"icon":17,"color":35},[50,54],{"type":31,"text":51,"annotations":53,"plain_text":52,"href":17},{"content":52,"link":17},"It’s simple to understand: ",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":31,"text":55,"annotations":57,"plain_text":56,"href":17},{"content":56,"link":17},"who do people search for the most in our category?",{"bold":22,"italic":58,"strikethrough":22,"underline":22,"code":22,"color":35},true,{"id":60,"type":27,"content":61},"0db99609-11f2-4fc7-be64-c6e1116dfb44",{"rich_text":62,"icon":17,"color":35},[63],{"type":31,"text":64,"annotations":66,"plain_text":65,"href":17},{"content":65,"link":17},"And it’s easy to calculate, too – get the monthly search volume for your brand, and see what percentage that is of all brands in your category. For example:",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":68,"children":69},"bulleted_list",[70,79,87],{"id":71,"type":72,"content":73,"bulleted_list_start":58},"86086dd7-b675-4a65-8721-fcd862b19252","bulleted_list_item",{"rich_text":74,"color":35},[75],{"type":31,"text":76,"annotations":78,"plain_text":77,"href":17},{"content":77,"link":17},"If you have 10,000 searches a month, that’s 10,000 searches for you, and…",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":80,"type":72,"content":81},"df2cbcb1-de20-4163-9046-1388874de3b1",{"rich_text":82,"color":35},[83],{"type":31,"text":84,"annotations":86,"plain_text":85,"href":17},{"content":85,"link":17},"Your 5 competitors all have 5,000 each, that’s 25,000 searches for them, then…",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":88,"type":72,"content":89,"bulleted_list_end":58},"97fd99a9-73d4-4c30-8f25-43e7226301a9",{"rich_text":90,"color":35},[91],{"type":31,"text":92,"annotations":94,"plain_text":93,"href":17},{"content":93,"link":17},"Share of search is about 30% – your searches (10,000) over total searches (35,000)!",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":96,"type":27,"content":97},"9610a5cf-b183-42ff-8a12-7e0101a51f94",{"rich_text":98,"icon":17,"color":35},[99,103,109],{"type":31,"text":100,"annotations":102,"plain_text":101,"href":17},{"content":101,"link":17},"(A quick and very rough way to get a similar analysis is ",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":31,"text":104,"annotations":108,"plain_text":105,"href":107},{"content":105,"link":106},"Google Trends",{"url":107},"http://trends.google.com/",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":31,"text":110,"annotations":112,"plain_text":111,"href":17},{"content":111,"link":17},", so start there if you don’t feel like doing a lot of math right now.)",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":114,"type":27,"content":115},"7106cd43-51fd-40da-bf83-cd59496a4cbd",{"rich_text":116,"icon":17,"color":35},[117],{"type":31,"text":118,"annotations":120,"plain_text":119,"href":17},{"content":119,"link":17},"Share of search is cool for a few reasons.",{"bold":58,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":122,"children":123},"numbered_list",[124,138,146],{"id":125,"type":126,"content":127,"numbered_list_start":58},"9a173265-cace-43b9-b524-cbc0b33a1334","numbered_list_item",{"rich_text":128,"color":35},[129,133],{"type":31,"text":130,"annotations":132,"plain_text":131,"href":17},{"content":131,"link":17},"It’s meaningful. ",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":31,"text":134,"annotations":137,"plain_text":135,"href":40},{"content":135,"link":136},"The more present you are in search, the more you can expect to sell.",{"url":40},{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":139,"type":126,"content":140},"031e0004-b6f1-49dc-9df3-353cde9d4f35",{"rich_text":141,"color":35},[142],{"type":31,"text":143,"annotations":145,"plain_text":144,"href":17},{"content":144,"link":17},"To put it another way, share of search predicts share of market.",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":147,"type":126,"content":148,"numbered_list_end":58},"141b49e6-a224-43d4-8861-0553e8141df6",{"rich_text":149,"color":35},[150],{"type":31,"text":151,"annotations":153,"plain_text":152,"href":17},{"content":152,"link":17},"It’s easy to calculate, understand, and validate. You can track it easily over time.",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":155,"type":27,"content":156},"cfd78ddd-0b28-4b0d-88d9-549b5ff7defc",{"rich_text":157,"icon":17,"color":35},[158],{"type":31,"text":159,"annotations":161,"plain_text":160,"href":17},{"content":160,"link":17},"But most importantly, it helps you make the case for visibility in organic search – and therefore, in investment in content – in a way that should get your colleagues excited. (Or depressed? But then maybe resolute.)",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":163,"type":27,"content":164},"c7be7f6a-9e2d-4444-a70c-baeb9a714311",{"rich_text":165,"icon":17,"color":35},[166],{"type":31,"text":167,"annotations":169,"plain_text":168,"href":17},{"content":168,"link":17},"How to get started:",{"bold":58,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":68,"children":171},[172,189],{"id":173,"type":72,"content":174,"bulleted_list_start":58},"3b4bfd39-a2b2-4ff5-9771-bad4d1d10998",{"rich_text":175,"color":35},[176,180,185],{"type":31,"text":177,"annotations":179,"plain_text":178,"href":17},{"content":178,"link":17},"Go in and explore ",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":31,"text":181,"annotations":184,"plain_text":105,"href":183},{"content":105,"link":182},{"url":183},"https://trends.google.com/",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":31,"text":186,"annotations":188,"plain_text":187,"href":17},{"content":187,"link":17},". Type in your name, and your competitors’ names. Adjust the time range.",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":190,"type":72,"content":191,"bulleted_list_end":58},"c1444d22-4085-4a79-9845-182ba5aafd4a",{"rich_text":192,"color":35},[193],{"type":31,"text":194,"annotations":196,"plain_text":195,"href":17},{"content":195,"link":17},"Compare your competitors. If that didn’t work, tools like SEMRush or Ahrefs will usually have the data even if Trends doesn’t deign to include it.",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":198,"type":27,"content":199},"46e312cf-ed7e-4f09-ad56-9d5e8db9b34a",{"rich_text":200,"icon":17,"color":35},[201,205,209],{"type":31,"text":202,"annotations":204,"plain_text":203,"href":17},{"content":203,"link":17},"You can take this one step further by seeing what your share of search is for certain ",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":31,"text":206,"annotations":208,"plain_text":207,"href":17},{"content":207,"link":17},"topics",{"bold":22,"italic":58,"strikethrough":22,"underline":22,"code":22,"color":35},{"type":31,"text":210,"annotations":211,"plain_text":44,"href":17},{"content":44,"link":17},{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":213,"type":27,"content":214},"ff89e870-35bb-4da2-85af-026e84c0a0a6",{"rich_text":215,"icon":17,"color":35},[216],{"type":31,"text":217,"annotations":219,"plain_text":218,"href":17},{"content":218,"link":17},"You’ll need a tool for this, but look for a tab called “Competitor Analysis” or something similar, and enter the topics that are most important for your brand.",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},{"id":221,"type":27,"content":222},"048b40ba-8829-4bca-bbdc-eb31b4f726a4",{"rich_text":223,"icon":17,"color":35},[224],{"type":31,"text":225,"annotations":227,"plain_text":226,"href":17},{"content":226,"link":17},"Share this data with your comms and product marketing teams.",{"bold":22,"italic":22,"strikethrough":22,"underline":22,"code":22,"color":35},1789867764806]