Rethinking the “Share of Search” Metric

By: Krista LaRiviere on October 28, 2014 Categories: SEO
Share of Search by Keyword

This data was useful in understanding just how much activity around a particular keyword you were capturing and what keywords you might want to increase content efforts around, in order to increase your share of activity. It was one of the better gauges for marketers on the health of their website and content efforts.

But then ‘Not Provided’ showed up and gone were the days of knowing exactly how much traffic each keyword was delivering to your site. Marketers instantly lost the ability to extrapolate their share of search quickly and easily. All was not lost, however, as new methods of calculating share of search were just as quickly developed by those recognizing the need for this critical data.

Chart Share Of Search 300x230

This method enables brands to determine how visible they are on Page 1 for their chosen keywords and not just by highest-ranking page, but also by the total  number of results owned by the brand. This gives marketers a much more effective view of how their content commands visibility within search results. For example, if your brand owns more than one result on Page 1, then you should expect to see a higher level of performance around the keywords selected, due to higher combined click-through rates and increased brand visibility.

Taking this metric one step further, by calculating total share of Page 1 weighted across all desired keywords and measured against competitor visibility, marketers gain a powerful view of their total brand discoverability in search.

It is pretty much a given that high search visibility on the right keywords translates to greater activity on your site. Of course, once searchers arrive at your site it becomes the responsibility of your content to deliver the goods they are looking for. Search visibility is one important aspect of digital presence, but brands need to correlate this to the quality of the traffic and how visitors engage with your content once they arrive. Connecting the data dots from search visibility to traffic to engagement to conversion enables marketers to truly understand how their digital content marketing efforts are paying off.