Understand the Market You’re Competing In

Share of search compares how visible each brand is across the searches that matter commercially in your category, weighted by how often those terms are searched. We build the keyword set around your products and buyers, then track your position against named competitors over time. It is a useful early indicator of market share, and it was the measure behind Convoy ATX's 32% increase in keyword share of voice. More detail in our article on market share as a marketing metric.

It covers four areas: visibility across search and paid, how competitors position and message their value, where they concentrate investment, and where realistic gaps exist. We map share of search, paid activity and category dominance, then review value propositions to find white space your brand can credibly own. The output is a set of recommendations for share capture and differentiation rather than a benchmarking report.

We can estimate it, and the estimates are useful for direction rather than accounting. Observable data shows which terms competitors bid on, how consistently they appear, which messages they test and how their activity shifts across the year. Read together, these patterns show where competitors are concentrating spend and where they are absent, which is usually more valuable than a precise figure.

A full analysis is most useful before a strategy or budget cycle, with lighter tracking of visibility and paid activity between those points. Markets can shift quickly when a new entrant arrives or an incumbent changes its pricing, so we agree which signals to monitor and how often. That keeps the picture current without repeating a large piece of work every few months.

Every gap we identify is tested for whether you can realistically capture it, given your budget, product strengths and the competitor's hold on that space. The result is a prioritised list of opportunities with a clear owning channel, whether that is content, paid search, positioning or pricing. We would rather give you three opportunities you can win than twenty you cannot.