Rank tracking
See who gets the clicks on your keywords
Share of voice turns each day's Google positions into one number: the share of the clicks on your tracked keywords that your client, and each of up to 5 competitors, is likely to get.
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The basics
Why share of voice beats average position
Average position treats every keyword the same. Moving from 9th to 4th on a search made 50 times a month counts as much as the same move on one made 5,000 times. Share of voice weighs each keyword by how many people search it and how many clicks its position usually gets.
Clicks fall away fast down the page. The first organic result usually gets a large share, the tenth a small fraction of that and page two very few. So a climb into the top three on a busy keyword moves share of voice far more than gains further down.
It's also the fairest comparison with competitors. Their positions come from the same daily check on the same keywords, so if a rival's share rises while your client's falls, it's taking clicks your client used to get.
Treat it as an estimate. Real click rates vary with the search, the brand and what else is on the page, such as an AI Overview or a map pack. The trend and the gap to rivals mean more than the exact figure.
In RankTwice
How it works
- 01
Positions every day
The daily check reads Google's top 20 for every keyword and records your client's position and each competitor's. From the Freelancer plan, your client's positions 21–50 come from a weekly check too.
- 02
Clicks by position
Each position gets a typical share of the clicks: 28% for first place, 15% for second, down to 1.7% for tenth, 0.8% on page two and 0.2% from 21 to 50.
- 03
Weighted by search volume
A keyword's clicks are its monthly searches times the share at its position. Until at least half the keywords have a search volume, every keyword counts the same.
- 04
Out of every click available
Each site's share is its estimated clicks divided by the clicks it would get ranking first on every keyword. 100% would mean first everywhere.
- 05
Into the monthly report
The report shows each site's share for the month, next to the client's positions and SERP features.
Reading the screen
How to read it
- One bar per site
- Your client first, then each competitor, with its estimated share of the clicks as a percentage.
- The shares don't add up to 100
- Each one is measured against ranking first on every keyword, not against the other sites, so together they can come to more or less than 100%.
- Counted equally, or by volume
- The note beside the bars says which. Search volumes arrive after keywords are added, so a new project starts with every keyword counting the same.
- Small numbers are normal
- A client in the top 10 for a few keywords can hold a single-digit share. Compare it with competitors and with last month, not with 100%.
Putting it to work
What to do with it
Agencies
Lead the monthly report with it. One number per site, against competitors the client knows by name, says more than a table of positions.
Freelancers and consultants
Pick keywords with the most to gain. Where a rival holds the top spots on busy searches, a few places for your client move its share the most.
In-house teams
Report to leadership in one line: our share of search clicks against the competitors we lose deals to, this month and last.
Plans and limits
Compare plans- Tracked keywords, across all projects: 10 on Free, 300 on Freelancer, 1,000 on Agency and 2,500 on Agency Pro.
- Up to 5 competitors per project on every plan. Their positions come from the same check, at no extra cost.
- Positions 21–50 weekly from the Freelancer plan.
FAQ ( 6 )
Questions about SEO share of voice
How SEO share of voice works in RankTwice, and what each plan includes.
How is SEO share of voice calculated?
For each keyword, a site's estimated clicks are the monthly search volume times the usual click share at its position (28% for first place). A site's share is the total of those clicks over what it would get ranking first on every keyword.
Where do the click rates come from?
They're rounded figures from published click-through studies, for a typical results page. Real rates vary from search to search, so read the result as an estimate.
Why is my client's share low when it ranks well?
Usually because its best positions are on searches with little volume, or competitors hold the top spots on the busiest ones. Check its positions on the keywords with the highest volume.
Does it account for SERP features?
No. It uses organic positions only. An AI Overview or a local pack above the results can take clicks the estimate leaves in; the SERP features column shows where that happens.
Is this the same as AI share of voice?
No. This estimates clicks from Google positions. AI share of voice counts how often AI answers name each brand. A client can lead one and trail in the other, so report both.
Why did the shares change when I added keywords?
Every keyword adds to the clicks available. New keywords where a site doesn't rank lower its share; ones where it ranks well raise it. Note the date when you change the list.
Related
- AI visibilityShare of voiceEvery week, your prompts go to ChatGPT, Perplexity, Gemini and Google AI Overviews. Share of voice shows how the mentions split between your client and up to 5 competitors.
- Rank trackingSERP featuresEach day's top 20 check also records which SERP features Google showed, such as an AI Overview, a local pack or a featured snippet, and which of them show your client.
- Competitor analysisKeyword gapCompare a client's site with up to 4 competitors and see the keywords they rank for on Google that the client doesn't, the ones they share listed first.
- Reports and alertsClient portalEach client gets a private link that opens its latest monthly report under your brand, with no account to create and nothing to export.
Get started
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