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Keyword Share of Voice Analysis Tool

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by

Brandon Lazovic
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This tool enables you to upload keyword ranking data and obtain a share of voice analysis for the top domains within your keyword landscape. Here’s a detailed guide on what this tool does and how you can use it effectively.

Link To Competitor Keyword Share of Voice Analysis Tool

Understanding Share of Voice

Share of Voice (SoV) operates on a click-through rate (CTR) curve. It helps estimate the clicks you might receive based on your ranking position for a given keyword. For instance:

  • Ranking in position 1 for a keyword with 100,000 monthly searches could yield 45,000 clicks (45% CTR).
  • Ranking in position 2 might get you 13,000 clicks.
  • Ranking in position 3 could result in 8,000 clicks.

The click-through rate decays as you move down the ranking positions, becoming negligible by the time you reach page 2 of Google (position 20). This tool applies the CTR curve data to your keyword rankings, providing an overall estimate of your share of voice, clicks, and impressions.

How to Use the Share of Voice Analysis Tool

Step 1: Download the Sample Template

Begin by downloading the sample template on the keyword competitor share of voice tool. This template includes fields for:

  • Keywords
  • Rankings
  • Search Volume
  • Domain Names
  • Ranked Page URLs

Step 2: Aggregate Data Using BrightEdge

One effective way to gather the necessary data is through BrightEdge. Here’s how:

  1. In BrightEdge’s platform, navigate to the Research tab and click on Instant.
  2. Under Real-Time Rankings, enter your list of keywords.
  3. Typically, this feature is used to see where your domain ranks. However, if you leave the domain field blank, BrightEdge will return the top 100 results for each query.

For a comprehensive analysis, input a keyword set (usually 1,000 to 2,000 keywords) and download the results. This will give you data including tracked keywords, SERP features, search volume, blended rank, and listing type (organic, people also ask, etc.).

Step 3: Clean and Prepare Data

For the Share of Voice tool, clean your dataset by removing unnecessary data and any NA values. Ensure you retain the five original headings (keywords, rankings, search volume, domain names, ranked page URLs).

Step 4: Upload the Template

Once your data is clean:

  1. Save your template.
  2. Upload it into the Share of Voice tool.

The tool also allows you to specify particular domains for analysis. Enter the domains separated by commas (e.g., Chase, Bank of America, Wells Fargo) and upload the template.

Processing and Results

After uploading, the tool processes the data and provides insights:

  • Top 20 Domains: Based on estimated traffic and total search volume for each keyword.
  • Specific Competitors: If specified, it highlights their ranking positions, even if they are beyond the top 20.
  • Top 3 Pages: For each of the top 20 domains, based on estimated traffic.

You can download all the data via four CSV files, sorted from highest to lowest traffic, impressions, and search volume.

Conclusion

This Share of Voice Analysis Tool is designed to give you a clear understanding of your position within the competitive landscape, helping you strategize more effectively. I hope you find this tool and walkthrough helpful. Stay tuned for more insights and tools in our next video.