Share of Search
Share of Search is the percentage of branded searches a brand captures relative to all competing brands in the same category. Proposed by Les Binet based on IPA research, it serves as a leading indicator of market share.
Share of Search is the percentage of branded searches a brand captures relative to all competing brands in the same category. Proposed by Les Binet based on IPA research, it serves as a leading indicator of market share.
Why It Matters
Share of search predicts market share changes before they show up in sales data. Binet's research shows that brands with growing share of search typically see market share increases follow within 6–24 months. It's more real-time than traditional brand awareness surveys and faster than revenue data at spotting trends. In 2026, tracking share of search alongside Share of Model — brand presence in AI-generated responses — provides a complete picture of brand position across both traditional and AI search.
How to Calculate
Your brand search volume ÷ (your brand + all competitor brand search volumes) × 100
Example: If "inblog" gets 5,000 monthly searches and competitors A (3,000) and B (2,000), share of search = 5,000 ÷ 10,000 × 100 = 50%.
Tools: Google Trends (free, relative comparison), Semrush Position Tracking (SEO Share of Voice), and Ahrefs Share of Voice are the primary measurement tools.
Share of Search vs. Similar Metrics
| Metric | What it measures | Key distinction |
|---|---|---|
| Share of Search | Brand search volume ratio | Leading market share indicator |
| Search Visibility | Click share across target keywords | Measures own SEO performance |
| Share of Voice | Total exposure across all channels | Includes ads and media |
| Share of Model | Brand presence in AI responses | AI search era metric |
How to Improve
Expand brand awareness: Content marketing, PR, and social media increase the occasions where your brand is mentioned and searched.
Category leadership content: Owning the deepest content on core industry topics strengthens brand association.
Competitor analysis-driven strategy: Monitor competitors' share of search trends and move into spaces where their share is declining.
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