New GT Blog Header Image - How To Use Share Of Voice In SEO Reporting

If you’re wanting to know how your brand fairs when it comes to your competition, you’ve come to the right page. Measuring the Share of voice determines your position in the market. And SEO reports display the information for you.

Digital marketing has opened many doors when it comes to promoting your brand. The only downfall is there are increased numbers of metrics to track. Lucky for you we are going to give you a simple and easy way to display this information.

What Is SEO Reporting?

SEO reporting gives your client an overview of how their website is performing in search engines

The focus of the SEO reports is typically on domain metrics, organic traffic, and rankings. But they also highlight any work done by the SEO agency.

A great SEO strategy is based on planning what you’re going to do and executing it within the time frame of the next meeting. An SEO report is simply the analysis of your work, to see the effects produced.

It goes without saying really: without analysing your work, how do you know it’s working or what to do if it isn’t?

What Is Share Of Voice?

Share of voice is an analysis that shows which websites rank most frequently for a given set of keywords or topics in organic search. This type of exercise helps website owners better understand competitive pressures in search engines as well as identify link building, content creation, and social media opportunities.

Traditionally share of voice described the share of your advertising (print, radio or TV) compared to all the competitors. But, nowadays, the term has expanded to all forms of measurable brand awareness such as the number and reach of online mentions, PPC, website traffic, and more.

Why Should You Measure Share Of Voice?

Knowing your share of voice is a great place to start when figuring out your company’s position on the market. This metric not only shows where you are currently, but where you could be, and how to get there.

Share of voice reflects both your marketing and product decisions, which makes it a crucial metric for the evaluation of your overall efforts.

And it can provide you with a range of valuable insights.

SEO Reporting: Share Of Voice

Knowing your competitors is a great way to learn about what they’re doing well and most importantly what they aren’t.

For SEO Search of voice, you need to follow these 4 steps:

Step 1. Pick your core topics – Identify what you want to rank for. You should come up with 3-5 keywords/topics.

Step 2. Export the first page rankings for each of your keywords/topics. One website you could use for this is Moz.

Step 3. Create a pivot table – Identify which websites rank for each separate keyword. Calculate the number of times you rank divided by the number of total domains that are ranking.

Once you have this analysis, you can create actionable ways to help your organisation improve and target specific areas of marketing.

How to Use SEO Share of Voice to Improve Your Marketing

Content Analysis

Use the data to evaluate your position in the market, but use it to your advantage moving forward. If you aren’t at the top of the list then look at the type of content your competitors are creating to help their rankings.

Focus on the content. Look at how they’re formatting it, is it consistent throughout the website, are their images?

Are they covering topics that you aren’t? Are they utilising the Keyword Pyramid to create specific and niche content?

Social Media And PR

Look at the type of content that is resonating with the consumers in your sector and from which platforms. This will help you best decide with a social media platform to focus on and which ones to not bother wasting your time.

Who are the major publications and influencers that are sharing or linking to your competitors’ content? This could be a good opportunity for PR or outreach to build relationships with these sources.

Backlink Building

One of the key areas for improving your domain authority. Backlink building is a great way to build credibility in your industry, especially in the eyes of search engines.

What links do your competitors have that you don’t? Tools like Moz can help you pull the analysis.

Look at the SERP features that pop up most frequently when searching the topics surrounding your business.

There are many more things you can do once you have a better understanding of your organic share of voice and once you start to realise that your SEO competition is often a lot different from your direct competition.

Share of voice is a much more complex metric than it used to be, but also a much more rewarding one.

GrowTraffic: SEO Experts

I hope this was helpful for you. Remember every website is different, so your approach to Share of Voice should be too. There are multiple things to consider, such as the number of SERPs, to group or not group domains, how many keywords to evaluate, and how often you want to update a Share of Voice report.

If you’re unsuccessful following the tips above or overwhelmed by the task, why not get in touch with a digital marketing agency. GrowTraffic is a digital marketing agency based in Lancashire and Yorkshire.

We offer a wide range of marketing services, but we specialise in SEO and content marketing. If you would like expert help, get in touch with our team.

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