Share of Voice Calculator (Free, Done in 4 Minutes)

Want to know how your website is really performing in search results compared to competitors? Share of Voice (SOV) is the metric you need—and you can calculate it completely free using Google Search Console, Google Sheets, and WriterZen. The best part? Using automation with Comet Browser, the entire process takes just 4 minutes and 21 seconds.

In this comprehensive guide, I’ll show you exactly how to automate your SOV analysis without spending money on expensive SEO tools like Clearscope or SEMrush.

What is Share of Voice in SEO?

Share of Voice (SOV) in SEO measures your website’s visibility for a specific topic compared to the total available search visibility in that market.

Think of it this way: if there are 10,000 monthly searches happening for “tempeh chips” and related keywords, and your website gets shown 4,800 times in search results, your Share of Voice would be 48%.

SOV tells you:

• Why Share of Voice Matters for Your SEO Strategy
• Understanding your Share of Voice provides several critical benefits:
• The History of Share of Voice Metric

Share of Voice originated in traditional advertising, where it measured a brand’s advertising spend relative to total market advertising spend.

The concept was adapted for digital marketing and SEO by BrightEdge, who holds a patent (US 20120209697 A1) filed in 2012 for their SOV calculation method in organic search. However, the fundamental formula and concept are not exclusive to any single company.

Today, expensive tools like Clearscope, SEMrush, and Ahrefs offer SOV tracking, but you can calculate it yourself using free tools, which is exactly what this guide teaches.

The Share of Voice Formula

The Share of Voice formula is straightforward:

SOV = (Your Monthly Impressions / Total Market Monthly Search Volume) × 100

Where:

• Your Monthly Impressions = Total impressions from Google Search Console for topic-related keywords
• Total Market Monthly Search Volume = Combined monthly search volume for all relevant keywords in that topic

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For example:

• Your site gets 4,811 monthly impressions for “tempeh chips” keywords (from GSC)
• Total market searches 3,320/month for those keywords (from WriterZen)
• SOV = (4,811 / 3,320) × 100 = 144.91%

Wait, over 100%? Yes! This happens when your actual impressions exceed the reported search volume, often because:

How to Calculate Share of Voice: Step-by-Step Tutorial

Now let’s walk through the exact process to calculate SOV for any topic on your website.

Step 1: Build Your Topic Keyword List

First, you need to identify all the keywords related to your topic. Here’s how to do it objectively:

1. Go to WriterZen Keyword Explorer (app.writerzen.net)
2. Enter your main topic keyword (e.g., “AI content editor”)
3. Click “Explore” to generate related keywords
4. Export the keyword list – this gives you the complete keyword universe for your topic
5. Note the total search volume shown

This approach is objective because you’re using actual search data rather than guessing which keywords matter.

Step 2: Export Your Google Search Console Data

Now get your actual performance data:

Step 3: Filter Keywords Related to Your Topic

In your exported Google Sheet:

1. Look at the “Top queries” column – this contains all keywords your site appeared for
2. Manually review and identify which queries are related to your topic
3. For systematic filtering, use Google Sheets FILTER or search functions
4. Create a filtered list of only topic-relevant keywords
5. Sum the “Impressions” column for these filtered keywords

Example: For “AI content editor” topic, I filtered for queries containing “ai”, “content”, “editor”, “writing tool”, etc., and found 19 relevant keywords with 710 total impressions.

Step 4: Get Total Market Search Volume

Return to WriterZen:

1. Review your keyword exploration results from Step 1
2. Look for the total search volume across all related keywords
3. If WriterZen doesn’t show a total, you can:

• Export the keyword list to Google Sheets
• Use SUM function to add up all individual keyword volumes
• This is your “Total Market Monthly Search Volume”

Alternatively, you can use Google Keyword Planner (free with Google Ads account) to get search volume data.

Step 5: Calculate Your Share of Voice

Now you have everything you need:Your monthly impressions (from GSC filtered data)

Total market search volume (from WriterZen or Keyword Planner)

Simply plug into the formula:

SOV = (Your Impressions / Market Volume) × 100

For example:

• Your impressions: 710
• Market volume: 565
• SOV = (710 / 565) × 100 = 125.66%

This means you’re capturing 125% of the available search visibility – you’re dominating this topic!

Automating Share of Voice Analysis with Comet Browser

Doing this manually takes time. If you use Comet Browser (an AI-powered browser automation tool), you can automate the entire process with a single prompt.

Here’s how it works:

1. Give Comet a prompt like: “Calculate Share of Voice for [your website] on the topic ‘[your topic]'”
2. Comet automatically:

• Accesses your Google Search Console
• Exports query data to Google Sheets
• Filters relevant keywords
• Searches WriterZen for market volume
• Calculates SOV
• Generates a comprehensive report

The entire process that would take 30-60 minutes manually completes in just a few minutes automatically.

Watch the video tutorial at the top of this article to see the full automation in action.

Interpreting Your Share of Voice Results

What does your SOV percentage mean?

• 0-25% SOV: You’re barely visible in this topic. This is an opportunity area – create more comprehensive content, improve existing pages, and build topical authority.
• 25-50% SOV: You have moderate visibility. You’re competing but not dominating. Focus on improving content quality and targeting more keywords within the topic.
• 50-75% SOV: Strong performance! You’re a major player in this topic. Maintain your position and look for related topics to expand into.
• 75-100% SOV: You’re dominating this topic space. Excellent! Focus on maintaining rankings and defending your position.
• Over 100% SOV: This indicates you’re ranking for more keywords than initially identified, or appearing multiple times in search results. This is actually great – it means your topic coverage is comprehensive.

Start Measuring Your Share of Voice Today

Share of Voice is one of the most powerful SEO metrics because it gives you an objective, competitor-agnostic view of your topical authority.

The best part? You don’t need expensive tools like Clearscope or SEMrush. With just Google Search Console, Google Sheets, and WriterZen (or Google Keyword Planner), you can calculate SOV for any topic completely free.

If you want to save time, use Comet Browser to automate the entire process – from data collection to calculation to reporting.

Start calculating your Share of Voice today and discover which topics you’re winning and which ones need more attention. This data-driven approach will transform how you prioritize your content strategy.