{"id":21431,"date":"2022-08-05T07:29:20","date_gmt":"2022-08-05T07:29:20","guid":{"rendered":"https:\/\/www.openbusinesscouncil.org\/?p=21431"},"modified":"2022-08-05T07:29:20","modified_gmt":"2022-08-05T07:29:20","slug":"why-share-of-search-is-changing-marketing","status":"publish","type":"post","link":"https:\/\/www.footballthink.com\/why-share-of-search-is-changing-marketing\/","title":{"rendered":"Why \u201cShare of Search\u201d is Changing Marketing"},"content":{"rendered":"
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Today\u2019s digital marketer has hundreds of tools to better understand consumer behavior \u2013 from what pages they\u2019ve visited to the journey it takes them to reach the check-out page. But one thing they can\u2019t do is analyze these behaviors at a macro level to understand market trends and correlate them to ROI. For many marketers, getting access to this information often means spending thousands or even millions of dollars on expensive market research firms to capture this data.<\/strong><\/p>\n You may have heard of \u201cshare of voice\u201d as a measure of how brands compare to their competitors, and how to gauge brand visibility and authority among prospective customers. However, what share of voice won\u2019t tell you is why people prefer your brand to competitors, or why not.<\/p>\n In an increasingly digital world, a new metric has emerged as a more accurate measurement of consumer and business purchasing intent and demand for products: Share of Search.<\/p>\n To calculate a brand\u2019s Share of Search, you can take the number of organic searches your brand received during a specific period, and divide it by the number of searches all the brands in your industry received at that time.<\/p>\nWhat Is Share of Search?<\/strong><\/h2>\n