Share of Search
Definition
Share of Search measures a brand's share of search interest within a defined comparison set.
A non-standardized marketing metric: the estimated search interest in a brand divided by the search interest of an explicitly defined brand or competitive set, time period, region, and data provider.
Simply explained
You compare how often your brand is searched for, measured against the jointly considered brands.
Why it matters in practice
The term is relevant for systematically improving digital visibility, qualified traffic, and content findability.
Example from business
A brand receives 28 percent of all brand-related search queries in the defined competitive set.
Limits and pitfalls
- Using Google Trends indices as absolute search volume, mixing generic and brand-related search terms, changing the competitive set retroactively, or claiming causality to market share.
Origin & history
Share of Search has been discussed in brand and search trend analyses as a possible indicator. Definition and data basis vary by provider and study.
Use in mid-sized companies
- Possible example: A brand receives 28 percent of all brand-related search queries in the defined competitive set.
Frequently asked questions
What does Share of Search mean?
A non-standardized marketing metric: the estimated search interest in a brand divided by the search interest of an explicitly defined brand or competitive set, time period, region, and data provider. What mistakes should be avoided? Using Google Trends indices as absolute search volume, mixing generic and brand-related search terms, changing the competitive set retroactively, or claiming causality to market share.
Sources
Source checked on 10.10.2026. Editorial application examples are hypothetical; no evidence of real customer results.
Editorially reviewed on: