Share of voice
The proportion of available search visibility a site captures across a defined keyword set, weighting positions by expected click-through…
BusinessTotal addressable search demand
Organic TAM
The total search demand a business could theoretically address, expressed as the aggregate volume or click potential of all relevant queries in its markets.
In full
Organic TAM sets the ceiling for a programme and frames share-of-voice targets: capturing 20% of a well-defined category is a meaningful goal, while ranking for everything is not. Building it requires a defensible query universe — competitor overlap, category taxonomies, Search Console data and demand tools — and a click-potential adjustment for SERPs where features absorb most clicks. It should be refreshed as markets and SERP layouts change.
Example
A category's TAM is estimated at 2.4 million annual clicks, of which the brand currently captures 7%.
Related terms
SEO forecasting
Projecting future organic performance from current rankings, expected position changes, demand trends and seasonality, usually as a range…
Keyword research
Identifying and prioritising the queries a business should target, using volume, difficulty, intent, business value and current visibility.
SEO ROI
The financial return generated by SEO investment, calculated from incremental revenue or cost savings against the fully loaded cost of the…
Competitive analysis
Comparing a site's search position against competitors across visibility, content coverage, authority and technical capability to locate…