Glossary / Share of voice
What is Share of voice?
Share of voice is your slice of the total visibility in a market, measured against competitors rather than against your own past.
In search it is usually the share of impressions or estimated clicks you hold across a set of keywords, compared with the other sites ranking for them. In social and PR it is the share of mentions.
Its value is that it is relative. Traffic can fall in a month when the whole category fell, and rise in a month when you actually lost ground. Share of voice separates your performance from the weather.
Define the keyword or mention set once, honestly, and keep it fixed. Changing the set is the easiest way to manufacture an improvement.
In Creaiter
Creaiter tracks the keyword set you choose over time, so a change in position is read against the same list each month.