What is Share of Search?
Share of Search (SoS) is an emerging metric in market research that provides real-time insights into consumer intent. Unlike traditional methods as Share of Voice, which rely on surveys and self-reported behaviour, Share of Search analyses organic search data to reveal latent brand demand and predict market share. It offers marketers a faster, more dynamic way to adapt strategies and respond to market shifts.
Pioneered by Les Binet and James Hankins at the IPA-led EffWorks Global 2020 Conference, Share of Search has quickly gained traction as a leading indicator of market share and brand health. Its ability to predict market movements and identify consumer interest early in the funnel makes it a powerful tool for marketing strategy.
How effective are your brand-building activities?
These insights allow businesses to respond swiftly to market changes and competitive threats. For instance, detecting a spike in searches for a competitor’s brand can inform immediate adjustments to your own strategy.
The Benefits of Share of Search
Real-Time Insights:
Share of Search delivers timely information on consumer behaviour, enabling dynamic planning and quick decision-making.
Predictive Power:
As a leading indicator, it helps forecast market share shifts and demand changes before they manifest in sales data.
Cost-Effective:
Unlike traditional tracking tools, Share of Search relies on publicly available search data, making it a budget-friendly option for market analysis.
Actionable Strategies:
By integrating Share of Search data with other metrics, brands can optimise both upper- and lower-funnel activities for maximum impact.
How to Use Share of Search
At Predictify Consulting, we use Share of Search to help brands understand their position in the market and identify opportunities for growth.
Here’s how we leverage this metric:
Tracking Performance: Monitor how your brand stacks up against competitors across various markets and channels.
Improving ROI: Align marketing investments with consumer demand patterns revealed by search trends.
Predicting Outcomes: Use early warning signals from Share of Search to adapt strategies and capitalise on market shifts.
We offer an in-house developed API setup for extracting and analysing market and brand trends on a daily level.
Learn about our Attribution Modelling service and how it complements Share of Search insights.
A Real-Time Advantage
Share of Search doesn’t just tell you what happened – it helps you anticipate what’s coming. By analysing organic search data, brands can gain early insights into changes in demand, allowing for faster and more informed decisions. Whether it’s identifying an emerging competitor or adjusting spend to match consumer interest, Share of Search provides the agility needed to stay ahead.
Ready to Leverage Share of Search?
At Predictify Consulting, we specialise in turning Share of Search insights into actionable strategies. Feel free to reach out and we will explain more on how we can enhance your marketing performance and drive measurable results.
