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Your brand awareness report.
Every month we count how many people search for your brand by name, and how many search for each of your competitors. Your slice of that total is your share of search, and it usually turns before market share does.
No card. Your own brand against your biggest rival, in about two minutes.
| Brand | Searches | Share | Change |
|---|---|---|---|
| Your brand | 5,210 | 18.9% | +0.4 pp |
| Competitor A | 7,810 | 28.3% | −0.5 pp |
| Competitor B | 6,790 | 24.6% | +0.3 pp |
| Competitor C | 7,790 | 28.2% | −0.2 pp |
| Competitor D | 40 | — | — |
| Category | 27,600 | 100% |
- Your share is at a twelve-month high18.9% in August, up from 14.1% last September
- Competitor B has risen every month since November22.0% → 24.6% · worth a look at what they changed
- Competitor D left out of the share40 searches a month · below the 50-a-month threshold
Most brands still buy their awareness number from a survey, twice a year, at a price that makes it a board decision. The same direction is sitting in branded search every month for almost nothing, and unlike a survey, it covers your competitors too.
How it works.
Share of search is simpler than the name suggests. Take everyone who typed your brand into Google last month. Take everyone who typed a competitor's. Your share is your number divided by the total.
There is no tracking code, no survey and no panel. Branded search volume is public, so we can measure your competitors exactly as accurately as we measure you, which is the part a survey can never do.
- 01
You name the brands
Yours, and the competitors you want to be measured against: three, ten or twenty-five, depending on the plan. We suggest the ones you have left out, based on who competes with your website in Google.
- 02
We fetch the last twelve months
How many people searched for each of those brands, every month for a year. This happens once, at setup, so you have a trend on your first day instead of waiting a year to build one.
- 03
A report arrives every month
Your share, each brand's raw numbers, and what moved since last month.
All of this, you do yourself.
Two minutes, no call, no onboarding session. Choosing the right competitors and the right keywords is the part that decides whether the number holds up, though, and not everybody wants to make those calls on their own.
Free trial.
7 days, no card. It runs on your real brand rather than a demo account: you name the one competitor you care most about, and we show you both, three months back.
We also show you who else is in your category, with their volumes, greyed out. Your share with them and without them sits on the same screen. The number with them is lower.
We would rather you saw that now than in your first invoice.
Nothing is charged when the 7 days end. You choose a plan or the workspace pauses.
Why share of search matters.
In 2020 Les Binet looked at three markets for the IPA: cars, household energy and mobile phones. In all three, share of search tracked market share, and it turned first. In cars the lead ran up to a year, which is long enough to do something about it.
He was clear about the limits, and so are we. Share of search will not predict market share to the decimal. Price decides a great deal of what happens between somebody searching and somebody buying, and not every search about a brand is a friendly one.
What it gives you is the direction of demand, a long way before the invoices show it.
By tracking Share of Search we have a powerful, not to mention cheap, metric to measure what people are actually doing online, rather than what they say they are doing.
Les Binet · IPA EffWorks Global 2020
Methodology.
Four decisions decide whether this number is worth anything. Which searches count as yours. Who you are counted against. Which month the figure actually belongs to. And whether we show you the inputs or ask you to take our word for it.
We make all four the same way on every account. Here they are.
| Brand | Searches | Share | vs. July |
|---|---|---|---|
| Your brand | 5,200 | 18.9% | +0.4 pp |
| Competitor A | 7,800 | 28.3% | −0.5 pp |
| Competitor B | 6,800 | 24.6% | +0.3 pp |
| Competitor C | 7,800 | 28.2% | −0.2 pp |
| Competitor D | 40 | — | — |
| Category | 27,600 | 100% |
The keyword set
Branded terms only (the name, the domain, the misspellings) and the same number of them for every brand in the set. Searches that are not demand, such as careers pages, logins and discount codes, are excluded and the exclusions are listed.
The competitor set
Assembled from the brands that compete for your category in search, rather than the ones that come to mind in a meeting. We have been caught by this ourselves: a hosting client of ours looked comfortably ahead of its category until one competitor doing 15,000 searches a month went into the set next to their 5,000. Same data, honest denominator, different story. A brand under fifty searches a month is named and left out, because down there Google's rounding is larger than the brand.
The month
Read from the data itself, never from the calendar. A month is reported only once every brand in the set has landed on it, so two different months are never summed into one figure.
The arithmetic, in the open
Every brand's own search volume sits beside its percentage. Add the column and you get the share. Where a comparison has no basis, the cell holds a dash and a sentence explaining it, rather than a zero that reads like standing still.
Agency setup.
Everything above rests on one question: are these the right competitors and the right keywords? If you would rather not answer it yourself, talk to us and we will answer it for you. It is the work we have done by hand for clients for ten years, and it is what decides whether the monthly number is worth reading.
- We pick the branded keywords for every brand, symmetrically, so the shares compare
- We build the competitor set from who actually competes for your category, not who you remember
- We apply the exclusion rules, so jobs, logins and discount-code searches stay out of your demand
- You get a one-page note on how it was done, in writing, to keep
Tell us the brand and the market. We come back within one working day with the set built and the reasoning written down.
Contact usAlready started on your own? Hand it over whenever you like. Nothing is lost: we rebuild the twelve months behind the corrected set so the history still matches.
Pricing.
Selling in three countries means three plans, each with its own competitor set and keywords in the local language. Every plan is billed month to month and you can stop whenever you like.
EUR · EX. VAT · UNLIMITED SEATS ON EVERY PLAN
One brand against a small, well-defined set of rivals.
- Up to 3 competitors
- 12 months of history
- Monthly report · CSV
- Unlimited seats
7 days free first · no card today
A full category, including the brands you do not yet think of as rivals.
- Up to 10 competitors
- 12 months of history
- Monthly report · CSV
- Unlimited seats
7 days free first · no card today
Crowded categories, or one brand across several product lines.
- Up to 25 competitors
- 12 months of history
- Monthly report · CSV
- Unlimited seats
7 days free first · no card today
Several markets, or a category wide enough to need the lot.
- 50 competitors
- 12 months of history
- Monthly report · CSV
- Unlimited seats
We reply within one working day
This is not for everyone.
If all you want is your own brand's trend line, Google Trends is free and will give you one. Share of search only earns its money when you need the comparison: your demand set against everybody else's, on one scale, recalculated every month, with the competitor list kept honest on your behalf.
And if your brand does fewer than fifty searches a month, we will tell you during setup rather than sell you a number that is mostly rounding.
FAQ.
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Google's own branded search volume. We don't estimate it or model it. It's the same figure a media agency would put in a share-of-search deck, pulled every month instead of by hand.
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Google publishes search volume one to two months behind, and the lag isn't fixed. We name the data month, never the sending month, and we hold the report until every keyword in your set has landed on the same month. Half on June and half on July would give you a share that means nothing.
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Because one rival is enough to show you whether the data is any good, and we'd rather not give away the category. The trial does tell you which other brands we found in your category and what they're doing, so you can see what your share looks like with them counted: it drops, and you should know that before you pay rather than after.
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Five branded terms per brand: the name, the domain, the common misspellings. We leave out terms that aren't demand, like jobs, careers, login, support, opening hours and discount codes. Someone looking for your careers page isn't in your market. Every exclusion is visible and you can put it back.
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Yes. Swapping a brand in or out recalculates every past month, because the bottom half of the fraction changes all the way back. We show you the old series and the new one side by side before you confirm.
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No. This module reads public search volume, which is how it can measure your competitors as well as you. Nothing goes on your site and we ask for no access to your accounts.
See how much of your category islooking for you.
7 days free on your own brand, no card. Then €29 a month if you keep it, and nothing if you don't.