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What is Share Of Voice %?

Share of Voice % measures how much of the available search traffic your domain or brand is capturing for a given keyword.

The formula

Share of Voice % = Domain's Total Estimated Traffic ÷ Total Available Traffic

Total Available Traffic

Not every Google search results in a click — users often get their answer directly from the SERP. Nozzle calculates a No Click % for each SERP, and the total available traffic is:

Total Available Traffic = Search Volume × (1 − No Click %)

Domain's Total Estimated Traffic

This is the sum of Estimated Traffic from every result your domain has on that SERP — not just your highest-ranking result. If your domain appears as an organic result, in sitelinks, in a news carousel, in top stories, in an image pack, or anywhere else on the page, each appearance contributes its own Estimated Traffic to your total.

This is what makes Nozzle's Share of Voice different from simple rank-based calculations. A domain ranking #2 with six sitelinks, a news carousel, and an image pack result is capturing far more of the SERP than a domain ranking #1 with a single blue link — and Share of Voice % reflects that.

Examples

High-volume keyword with many SERP appearances

The keyword "nba" has 30,400,000 monthly search volume and a 75% No Click rate, giving it roughly 7,600,000 in total available traffic.

On this SERP, nba.com appears in 11 places. Here's every result and its Estimated Traffic:

  • Organic — www.nba.com/ — 1,289,125
  • Expanded Sitelink — 2026 Playoff Picture — 300,956
  • Expanded Sitelink — NBA Games & Scores — 180,319
  • Expanded Sitelink — Standings — 135,239
  • Expanded Sitelink — 2026 NBA Playoffs — 108,191
  • Expanded Sitelink — NBA Schedule — 92,699
  • Latest from nba.com — Chicago Bulls vs Washington Wizards — 333,648
  • Latest from nba.com — Deandre Ayton throws it down — 300,283
  • Latest from nba.com — Game Recap: Rockets 113, 76ers 102 — 272,985
  • Top Story — LA Lakers vs Golden State Warriors — 70,843
  • Image — stories.nba.com — 83,131

nba.com's Total Estimated Traffic: 3,167,419

3,167,419 ÷ 7,600,000 = 41.7% Share of Voice

You'll notice a few other rows in the SERP results table that appear near nba.com results but aren't included in this total — like the "More results from nba.com" button, the Top Story container row, and the Image Pack container row. These link to Google URLs, not nba.com, so they don't contribute to nba.com's Share of Voice.




Single result with strong CTR

The keyword "camping gear" has 33,100 monthly search volume and a 5% No Click rate, giving it 31,445 in total available traffic.

REI has one result on this SERP:

REI's Total Estimated Traffic: 10,509

10,509 ÷ 31,445 = 33.5% Share of Voice

Even a single result can produce a strong Share of Voice when it holds the #1 position with a high Click Through Rate (31.75% in this case) and the keyword has a low No Click rate.



Where you'll see Share of Voice %

Share of Voice % appears throughout Nozzle. On every dashboard, the underlying formula is the same — the only thing that changes is how the data is grouped.

Overview dashboard

The Overview dashboard shows your domain's Share of Voice aggregated across all keywords in the selected Keyword Group, along with a per-keyword breakdown below. The top-level metric card gives you a quick pulse check on your overall search visibility and how it's trending. The keyword table below lets you see which individual keywords are contributing the most — or least — to that number.

Competitors dashboard

The Competitors dashboard shows the same aggregated calculation but for every domain, side by side. Each domain's total Estimated Traffic across every keyword is divided by the total available traffic across every keyword.

This gives you a single number representing each domain's overall search visibility. For example, amazon.com might have a 6.9% Share of Voice across 3,086 keywords, meaning it's capturing 6.9% of all available clicks in that group. REI follows at 5.5%, then homedepot.com at 4.6%, and so on. This is useful for understanding the competitive landscape at a glance — who's winning the most traffic, how your visibility compares, and how those shares are trending over time.

Keyword Groups dashboard

The Keyword Groups dashboard breaks down your Share of Voice by the keyword groups you've created in your Project. This lets you see which topics or categories you're strongest in and where you have room to grow.

For example, REI might have a 3.4% Share of Voice for "Camping Cookware/Pots/Pans" keywords but only 0.8% for "Camping Stove" keywords. This helps you prioritize content and SEO efforts toward the categories where you're underperforming relative to the opportunity.

Landing Pages dashboard

The Landing Pages dashboard shows Share of Voice broken down by each URL on your domain. This tells you which pages are driving the most search visibility and how they're trending over time.

For example, REI's ski snowboard shop page might have a 66.7% Share of Voice across the keywords it ranks for, while their camping and hiking category page has 33.1%. This helps you identify your highest-performing pages, spot pages that are losing visibility, and understand which URLs are doing the heavy lifting for your brand's overall Share of Voice.

SERP Features dashboard

The SERP Features dashboard shows your Share of Voice broken down by result type — Organic, Direct Answer, Local, Image, Product, AI Overviews, and more. This reveals how your domain is capturing traffic, not just how much.

For example, REI might have an 83.6% Share of Voice in Local results but only 5.8% in Organic results. Or you might notice that your domain has 23.1% Share of Voice in Direct Answer results — a SERP feature that many brands overlook entirely. This helps you understand which types of SERP presence are driving your visibility and where there are untapped opportunities.

Why is my Share of Voice % very high?

It's common to see Share of Voice at or near 100% in two scenarios:

  • Branded keywords — For a query like "rei cooking stove," REI dominates the SERP with multiple organic results, images, and other appearances. When your domain owns nearly every result, you're capturing nearly all of the available traffic.
  • Low-volume long-tail keywords — For a query like "msr deluxe stove" with high No Click % (80%), the total available traffic pool is very small. Even a single result can represent 100% of the available clicks.

This doesn't mean anything is wrong. It simply reflects that your domain is capturing all or nearly all of the clicks available for that query.