Brand search
Searches containing a company or product name, which behave differently from non-brand queries and should always be reported separately.
Analytics
Share of search
A brand's share of total branded search volume within its category, used as a leading indicator of market share and brand demand.
In full
The measure is computed from search volume or trends data for a defined set of competitor brand terms, and its appeal is that it uses a single consistent, cheap data source across a whole market. It has been advanced in marketing effectiveness research as an early signal of market share movement, and it is unaffected by attribution problems. It says nothing about non-brand performance and depends heavily on which competitor set is defined.
Example
A challenger's share of category brand searches rises from 6% to 9% over a year of sustained PR activity.
Related terms
Share of voice
The proportion of available search visibility a site captures across a defined keyword set, weighting positions by expected click-through…
Share of voice in LLMs
A brand's share of all brand mentions across a set of AI-generated answers for a category, whether or not those mentions carry a citation…
SEO ROI
The financial return generated by SEO investment, calculated from incremental revenue or cost savings against the fully loaded cost of the…
SEO forecasting
Projecting future organic performance from current rankings, expected position changes, demand trends and seasonality, usually as a range…