Share of Voice
Share of Voice measures how visible your brand is in search results compared to your competitors. It's calculated by looking at how often your website appears for specific keywords versus how often competing sites show up for those same terms.
Why does Share of Voice matter for fitness businesses?
Share of Voice tells you whether you're winning or losing the visibility battle in your market. If your gym ranks for 30% of the keywords in your niche while a competitor captures 50%, they're dominating the conversation and likely getting more traffic, leads, and memberships.
When someone searches "personal training near me" or "gym CRM for franchises," you want your business showing up consistently. The more visible you are across relevant searches, the more familiar your brand becomes. Familiarity builds trust, and trust drives conversions.
Let's say you run a supplement store in Austin and track 50 keywords related to your niche. Your site ranks for 15 of those keywords while your main competitor ranks for 30. Your Share of Voice is 30%, theirs is 60%.
After six months of publishing targeted content and building backlinks, you're ranking for 25 keywords while they're still at 30. Your Share of Voice is now 45%, meaning you've closed the visibility gap and are capturing more search traffic.
How do you measure Share of Voice?
Start by identifying your core keyword set — the search terms that matter most to your business, like "yoga studio [city]" or "home workout tracker." Include branded terms, category terms, and competitor terms.
Use an SEO tool like SEMrush or Ahrefs to track how often your site ranks for these keywords compared to competitors. Most tools calculate Share of Voice as a percentage based on your visibility across the tracked keyword set.
Track changes over time, because Share of Voice isn't static.
How do you increase your Share of Voice?
Here's what works:
- Target more relevant keywords by expanding your content to cover related searches your competitors rank for but you don't.
- Improve rankings for existing keywords, since moving from position 5 to position 3 significantly increases your visibility and click share.
- Build authority through backlinks, as sites with stronger domain authority tend to rank for a wider range of keywords.
- Optimise for local search by claiming your Google Business Profile, earning local citations, and creating location-specific content.
"What's our current Share of Voice compared to our top three competitors? Which keyword categories are we losing visibility in, and how are we planning to close that gap?"