Share of Search Explained

The new metric every eCommerce enthusiast & marketer is looking at. And to be quite frank, one of the features you should pay extreme attention and effort to.  

 It might sound complex but it’s not once you know what Share of Search is and how exactly to use it for the right purposes. This is the metric that displaced the main metric every marketer has used for more than 10 years now – Share of Voice.  

But what exactly is Share of Search (SoS)?  

In a couple of simple words – it measures the total organic searches made for a specific brand. The measurement is done by using a keyword with which the brand identifies a specific product.  

Most commonly results are calculated by how many products of a particular brand are shown as search results in the top 10 or 20 results. Let’s imagine the customer is searching for a search term like toothpaste. We scrape down the first 10 or 20 results in the search results, take how many of them a particular manufacturer has in them and if they are 4 out of 10, then the share of search equals 40% of the total SoS results. It is applicable not only for Google or other big search engines but for eRetailer search engines as well.   

To understand why did the Share of Search displace the Share of Voice we’ll have to go through the explanation of what does the SoV does. SoV is a metric that is showing you how much of the market share does your brand owns compared to the relevant competitors. On its base, the marketers have developed growth strategies, set up budgets, and assess how the brand’s activities across multiple channels – TV, Radio, Newspapers, Social media, etc., are comparing to the ones of the competitors’.  

Now back to the SoS. One of the advantages for easier and more accurate reporting when it comes to eRetailer search engines is that: 

– It’s correlated with Share of Market, meaning, it’s showing who is the leader on the market in a certain category by a relevant keyword. 

– It’s showing quicker results than SoV. With Share of Voice, the marketers need to gather data from different places and it’s taking a long time. As for the Share of Search – it could be done on a regular basis and to track whether there are any changes in a shorter time frame.  

– Share of Search can be calculated either manually for smaller search engines or using different paid and free tools for quicker results.  

How to get a higher share in the SoS results?  

With the right content and using as many keywords as you can. What does that even mean? Keywords play a significant role in search engine results as they’re being detected by bots both in the eRetailer platform and in Google.  

The simplest example could be to explain it by using Amazon’s PDP and Google search results. 

If a certain brand wants to be recognized as the leader in the baby diapers category on Amazon, they will be using as many as possible keywords so that they appear in the first top 10 results. The keywords will be integrated both in the visible text – title, highlights, short/long description, etc; and as hidden keywords. The latter are being picked by the Google bots. When somebody types in a certain keyword in the search bar it would either auto-complete the keyword or the phrase and later show a result of that exact PDP in the search results. Google is also detecting keywords from the A+/Rich content brands upload on Amazon. Meaning that if there are as much as relevant keywords with which the product is related by the customer and manufacturer the PDP will be shown higher in the results ranking. That’s why A+ content is important for converting in more sales. And if we have to take a look at one of the last case studies – more than 50% of searches online nowadays start on Amazon. So, if you have a strong keyword game, you’ll surely have a better Share of Search position. 

Are you looking out how can you perform better Share of Search Results? Let us help you out! Schedule a meeting today for better market share results!  

New Wave 360 Content Solutions, a division of New Wave Digital, develops a wide range of tailored eCommerce content solutions.