Share of Voice

Historically, share of voiceShare of VoiceShare of voice is the percentage of total category visibility — across search, social, AI citations, or media — that a brand owns relative to its competitors. tracked paid media spend or branded mentions. Today it increasingly includes share of AI citations: how often a brand is referenced in answers from ChatGPT, Perplexity, Google AI Overviews, and other generative engines.

Tracking share of voice over time is one of the cleanest ways to measure whether brand-building investments — content, PR, thought leadership — are actually moving the needle in modern search.