Share of search

Share of search is a brand's share of all brand searches within its category. The idea: search volume reflects how many people think of a brand, so its share approximates mental market position quickly and for free. Research shows share of search often moves with market share and in some categories leads it, which makes it useful as an early signal between expensive brand-tracking waves. The limits are equally clear: search behaviour differs strongly per category, news and incidents pollute the picture, and a rise says nothing about why people search. A signal, not a measurement.

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