Share of Voice
Share of Voice tells you how much of the AI conversation is yours.
What it measures
Where Visibility asks "do I show up?", Share of Voice asks "how much of the conversation is mine?" It's your brand's mentions expressed as a proportion of every brand mention in the tracked answers.
How it's calculated
Your brand's mentions divided by the total mentions of all tracked brands, times 100:
- It's occurrence-based — if a single answer names your brand three times, that counts as three mentions.
- Mentions are summed across every answer in the selected period.
| # | Brand | Visibility | SOV | Sentiment | Position |
|---|---|---|---|---|---|
| 1 | Your brandYou | 75.4% | 15.5% | 78 | 2.5 |
| 2 | Competitor A | 50.8% | 8.1% | 74 | 4.6 |
| 3 | Competitor B | 29.5% | 3.7% | 80 | 4.0 |
| 4 | Competitor C | 11.5% | 0.9% | 76 | 5.3 |
| 5 | Competitor D | 6.6% | 1.1% | 80 | 3.6 |
Share of Voice is calculated against the brands you track — your brand plus your tracked competitors. Brands you don't track aren't counted, so read it as your share within your competitive set rather than the entire market.
How to read and improve it
A rising Share of Voice means you're claiming more of the conversation relative to competitors. Because it's relative, it can move when competitors gain or lose ground even if your own mentions hold steady. To grow it, increase how often you're mentioned (Visibility) and earn a place in the sources models cite across your category.
Share of Voice vs. Visibility
Visibility and Share of Voice measure two different aspects of your brand's performance in AI search.
Visibility tells you how often your brand appears in AI-generated responses.
Share of Voice (SoV) goes a step further by measuring your share of all brand mentions across the competitors you're tracking. Rather than looking at your brand in isolation, it shows how much of the overall conversation belongs to you.
Example
- Visibility: If your brand is mentioned in 9 out of 30 AI responses, your Visibility score is 30%.
- Share of Voice: Across those same responses, suppose your brand is mentioned 9 times while your tracked competitors receive 21 mentions in total. Your Share of Voice is 30% (9 ÷ (9 + 21) × 100).
Why Share of Voice matters
Benchmark against competitors. Visibility tells you whether AI mentions your brand. Share of Voice tells you how you perform relative to the rest of the market. Two brands can have similar visibility but very different competitive positions depending on how often other brands are mentioned.
Track your competitive momentum. Monitoring Share of Voice over time helps you see whether your brand is gaining or losing ground as AI models evolve and competitors strengthen their online presence.
Evaluate the impact of your strategy. An increasing Share of Voice is often a sign that your optimization efforts are helping AI systems recognize and reference your brand more frequently than competing brands.
Build a stronger AI presence. A higher Share of Voice means your brand represents a larger portion of the AI conversation within your industry, increasing the likelihood that users will encounter your brand when asking relevant questions.