Share of search (SoS)
Cheapest, most predictive proxy for brand demand and future market share.
- Formula
- Brand's organic search volume / total category (all-competitor) search volume; via Google Trends / Keyword Planner
- Unit
- %
- Models
- All models
Benchmark
As of 2020-21
| ALL | Binet (IPA EffWorks 2020): leading indicator of market share, ~6-12mo ahead. Hankins/Vizer (IPA 2021): SoS ~= 83% of market-share variance across 30 cases / 12 categories. CAVEATS: core dataset is 10+yr old, volatile for small brands, confounded by spikes (e.g. competitor bankruptcy). Use the trend and ESOS, not the absolute. | Les Binet / IPA 2020; James Hankins / Vizer / IPA 2021 |
Omega Point BenchmarksAwareness