Share of voice
The proportion of available search visibility a site captures across a defined keyword set, weighting positions by expected click-through…
BusinessCompetitor research
Competitive analysis
Comparing a site's search position against competitors across visibility, content coverage, authority and technical capability to locate realistic opportunities.
In full
Search competitors are often not business competitors — publishers, marketplaces and comparison sites frequently occupy the SERPs a brand wants. Useful analysis identifies where competitors are winning, why structurally, and which of those advantages are replicable. Gap analysis at keyword level is the common starting point, but template and architecture comparison usually explains more of the difference.
Example
Analysis shows a competitor's advantage rests on 3,000 indexable facet pages the brand's platform cannot currently produce.
Related terms
Organic TAM
The total search demand a business could theoretically address, expressed as the aggregate volume or click potential of all relevant…
Keyword research
Identifying and prioritising the queries a business should target, using volume, difficulty, intent, business value and current visibility.
SEO audit
A structured assessment of a site's technical, content and authority position, producing prioritised, actionable findings rather than an…
SEO strategy
A documented plan connecting business objectives to a defined search opportunity, the capabilities required, the sequence of work and how…