What is Share of Market?

What is Share of Market?

Share of Market is the percentage of traffic you should be receiving based on your Managed Keywords out of the total potential versus your competitors. It can be viewed in the platform for all keywords or for a specific keyword tag. This is similar to Share of Voice.

The primary difference between Share of Voice and Share of Market is where Share of Voice measures a domain's share of the potential traffic in proportion to the search volume for a #1 rank position, Share of Market measures a domain's share of potential traffic in proportion to the total search volume (for the top ten rank positions). 

The maximum possible numerator is equal to the maximum possible denominator, thereby the Share of Market can never be greater than 100%. If a domain ranks in all positions from 1-10 for a keyword, then their share is 100%. Summing the Share of Market data across domains will only reach 100% if all top ranking competitors are used.

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Share of Market Calculation
Share of voice is calculated by looking at each keyword's estimated CTR (CTR curve can be seen in Settings > Rank Index CTR.), (determined by rank position in the top ten), and multiplying it by the keyword's search volume. This number is then summed and divided by the total search volume. This would be the same as dividing Estimated Traffic by the total search volume. The search volume denominator is the key differentiator between Share of Market and Share of Voice.
  1. SoM = ((Keyword 1 CTR * Keyword 1 Search Volume) + (Keyword 2 CTR * Keyword 2 Search Volume) +...)/Total Search Volume.

Share of Market as seen in Rank Intelligence
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