The Market Share report gives you insight into your Share of Voice—how your content performs against your competitors for the top positions in search results. Learning about your market share can help you discover:
- How much real estate your content has earned on the first page of results compared to your competitors.
- New SEO competitors for your keywords that might not be your traditional business competitors.
- Backlinking opportunities from publishers and news outlets who rank well for a topic.
Where to find it
Click here ↗️ or follow the path Measure > Market Share in Conductor.
Overview
Determine what data appears in the report
Select whether you want to see data from the following positions in the search results:
- Top 1
- Top 5
- Top 10
Select whether you want to see keywords sorted by True Rank or Standard Rank.
Choose the location and device you want to see results for.
Choose the date range you want to see results for.
Use the Select Keyword Groups filter to choose the specific keyword groups you want to analyze. Use the search bar if you have a lot of keyword groups. By default, the report shows data for all of your tracked keywords.
In the Report Settings section on the left, choose to see Weighted or Not weighted market share data. By default the report uses Weighted results.
In the Report Filters section on the left, select whether you want to see data for:
- Prime keywords only.
- Certain types of universal results, which represent different types of content.
- Comparison Web Properties or Top Rankers.
Review the data in the report
Data in this report reflects whose content appears in the top positions of results (top position, top five positions, or first page, depending on your choice in the filter at the top of the report).
The Summary bar includes high-level information based on filters you have applied to the report. You can review:
- The number of keywords you're reporting on.
- The total monthly search volume of those keywords.
- The web properties with the largest market share.
The pie chart indicates the percentage of times a web property (such as a brand's domain) appeared in the top positions of a results page for the set of keywords you are reporting on.
The line graph shows a trended view of this market share data across the time period you are reporting on. To the right on the graph, you can select the web properties that appear in the graph.
The table includes:
- Each web property that appears in the top positions. Note that data for subdomains are rolled-up under domains. For example, data for www.abc.com and shop.abc.com would be included under the entry for abc.com.
- Market share data for each web property.
- A link to jump to the Rank Comparisons report to compare this content's search visibility with your own
Download data from Market Share
Want to export market share data to manipulate outside the Conductor platform?
- You can export trended market share data for any domain that was in the top five by market share during your reporting time period. Just click the Download XLSX icon under the trend chart.
- You can export your total market share data for your reporting time period by clicking the Download XLSX icon under the table.
Using Market Share
- Identify and track your top competitors with Market Share
- Improve your website's visibility with competitive insights
- Building an executive report
- Create a standard workspace to use across departments
- Compare and monitor your performance against your competitors across your tracked locations
- Determine whether you were affected by a Google algorithm update
FAQs
What is Market Share?
Market Share in Conductor reflects the percentage of results that brands own across the search engine results pages for your tracked keywords. In the report, you can determine whether to see market share data across:
- The top position on your tracked keywords SERPs.
- The top 5 positions on your tracked keywords SERPs.
- The top 10 positions on your tracked keywords SERPs.
You can also determine whether to see weighted or non-weighted market share data.
What is the difference between Not Weighted and Weighted market share?
The short answer
Weighted market share takes each keyword's search volume into account. Keywords with greater search volumes reflect a greater market share.
Not Weighted market share does not take search volume into account. This means that it gives the same value to all keywords regardless of search volume.
Are you the technical type? Here's how we calculate these values:
| Not Weighted | = TA divided by TP |
| Weighted | = MSVA divided by the sum of (RP x MSVS) for each relevant keyword |
Calculation definitions
| TA |
Total Appearances Total appearances of a web property in reported positions for all relevant keywords* |
| RP |
Reported Positions per Relevant Keyword* Number of available positions for a web preperty to potentially rank for a keyword. If you set the report to show the Top 1 or Top 5, the RP is 1 or 5, respectively. |
| TP |
Total Positions Total possible reported positions for all relevant keywords* (RP x number of keywords) |
| MSVA |
Monthly Search Volume for Appearances Total monthly search volume of relevant keywords* that had appearances in the top positions for this web property |
| MSVS |
Monthly Search Volume per Relevant Keyword Monthly search volume of each, individual keyword* |
*Relevant keyword:
Tracked keywords appearing in the report, based on chosen filters (rank
type,
location/device, keyword group, date)
Why choose one over the other?
Weighted values provide a holistic view of market share because they better reflect the actual total visibility of all the results that appear on each search engine results page generated for each keyword you are reporting on.
However, you might choose Not Weighted if you want to report on long-tail or highly specific search terms together with head terms or more general keywords because the outsized visibility of the head terms will overshadow your performance for the long-tail terms. You might be winning market share against your competitors for those low-volume terms, but it could be lost in the "noise" created by your performance for the high-volume keywords.
Search volume means an added dimension for understanding your market share
The denominator for both types of market share determines the universe of possible positions you our your competition could own. We use Reported Positions (RP) to determine this denominator for both market share calculations:
- In Not Weighted market share, the denominator is the two-dimensional variable Total Positions, which we calculate: RP x (number of relevant keywords*)
- In Weighted market share, we add a dimension by multiplying RP by the monthly search volume for all your keywords (MSVS). Then Conductor sums up these products of each keyword. This provides the whole universe of SERP positions in which your content could possibly appear.
The numerator for both types of market share indicates the specific positions your organization owns from the universe defined by the denominator (as explained above):
- In Not Weighted market share, the numerator is straightforward: Total Appearances. It is a simple sum of whether your content appeared for a relevant keyword*.
- In Weighted market share—like with the denominator—we add a dimension in the form of monthly search volume. Instead of just accounting for whether it appeared in a SERP, we sum the total monthly search volume for all of your appearances for relevant keywords*.
With the monthly search volume providing this extra dimensionality to your data, you can see the added depth it provides—and better understand your true visibility each time someone searches for a keyword you track.
Examples
Example 1
You filter the Market Share to report to show market share on the Top 5 results for your "Fruit" keyword group, which includes the following keywords:
| Keyword | MSVS |
| Pear | 1000 |
| Orange | 5000 |
| Apple | 20000 |
Your content appears in the Top 5 positions for "Pear" and for "Orange". However, you do not appear in the Top 5 positions for "Apple". As a result, your performance on these keywords is as follows:
| TA | 2 | Your content appears 2 times for the relevant keywords: once for "Pear" and once for "Orange". |
| TP | 15 | For each of the 3 keywords in the keyword group, there are 5 potential positions. 3 x 5 = 15 |
| MSVA | 6000 | For your 2 appearances, you have a monthly search volume of 6000. 1000 for "Pear" and 5000 for "Orange". |
| RP |
Pear = 5 Orange = 5 Apple = 5 |
Because you are reporting on the Top 5 positions, there are always 5 reported positions for each keyword. |
| MSVS |
Pear = 1000 Orange = 5000 Apple = 20000 |
Each of the keyword's monthly search volume as listed above. |
As a result of the factors shown above, here's how we calculate market shares:
| Not Weighted | TA divided by TP | => | 2 divided by 15 | = 13% |
| Weighted | MSVA divided by the sum of products of each relevant keyword's RP and MSVS | => | 6000 divided by [(5 x 1000) + (5 x 5000) + (5 x 20000)] | = 5% |
Example 2
You filter the Market Share to report to show market share in the Top 10 results for your "Fruit" keyword group, which includes the following keywords:
| Keyword | MSVS |
| Pear | 1000 |
| Orange | 5000 |
| Apple | 20000 |
Your content appears once in the Top 10 results for "Pear", "Orange", and "Apple". As a result, your performance on these keywords is as follows:
| TA | 3 | Your content appears 3 times in the relevant keywords: once for "Pear", once for "Orange", and once for "Apple". |
| TP | 30 | Based on the sum of RP for each keyword: 10 + 10 + 10 |
| MSVA | 26000 | For your 3 appearances, you have a monthly search volume of 26000. 1000 for "Pear", 5000 for "Orange", and 20000 for "Apple". |
| RP |
Pear = 10 Orange = 10 Apple = 10 |
Because you are reporting on the Top 10 positions, there are always 10 reported positions for each keyword. |
| MSVS |
Pear = 1000 Orange = 5000 Apple = 20000 |
Each for the keyword's monthly search volume as listed above. |
As a result of the factors shown above, here's how we calculate market shares:
| Not Weighted | TA divided by TP | => | 3 divided by 30 | = 10% |
| Weighted | MSVA divided by the sum of products of each relevant keyword's RP and MSVS | => | 26000 divided by [(10 x 1000) + (10 x 5000) + (10 x 20000)] | = 10% |
Why is "Carousel" listed as a web property owning market share?
Because of the way Google publishes carousel result types, Conductor cannot always designate a web property as the owner of the market share associated for those results. Rather than simply ignoring these results (because they do take up market share in the SERP), we show this as belonging to an aggregated "Carousel" property so you can understand the impact of those results on your—and and you competitors—market share.
Can I see aggregated market share data for more than one time period in the pie chart?
No. The pie chart only ever shows the most recent time period reflected in the report. This also means that when added as a widget to a Workspace, the pie chart may only show a Time interval of 1 week.