/share-of-voice

name: share-of-voice
description: "Measure share of voice. Use when: comparing keyword visibility, SERP presence, ad share, or AI citations vs competitors."

/digital-marketing-pro:share-of-voice

Purpose

Calculate and track share of voice across multiple competitive dimensions. Measure how visible the brand is relative to competitors across organic search (keyword rankings weighted by search volume), paid search (impression share and auction dynamics), social media (mention volume and sentiment-weighted presence), and AI engines (GEO visibility and citation rates). Share of voice is a leading indicator of market share — brands that consistently outperform competitors in visibility tend to gain market share over time, making SOV one of the most strategically important competitive metrics to track. This command provides a comprehensive competitive visibility picture by aggregating dimension-specific SOV scores into an overall competitive position assessment, with trend tracking to surface momentum shifts before they impact pipeline or revenue. Supports both point-in-time snapshots for current competitive standing and historical trend analysis when previous SOV measurements exist from prior runs.

Input Required

The user must provide (or will be prompted for):

• **Competitors to compare**: A list of competitor names to include in the SOV calculation — e.g., "Acme Corp, Beta Inc, Gamma Labs". These should match competitors already tracked via competitor-monitor with saved baselines for the richest analysis, though new competitors can be added on the fly with reduced historical context and no trend data for the first measurement. Minimum two competitors recommended for meaningful competitive comparison, but single-competitor head-to-head analysis is supported for focused rivalry assessment
• **SOV dimensions to calculate**: Which visibility dimensions to include in the analysis — `organic` (keyword ranking visibility weighted by monthly search volume across the target keyword set), `paid` (Google Ads impression share, auction insights, and Meta ads impression data where available), `social` (mention volume and sentiment-weighted presence across social platforms over the specified time period), `ai` (AI engine citation rates and GEO visibility scores across the 6 canonical AI surfaces — Google AI Mode, Google AI Overviews, ChatGPT, Perplexity, Gemini, and Copilot; the same surface set and rubric defined in `/digital-marketing-pro:aeo-audit`). Select all dimensions for a comprehensive competitive visibility picture or choose individual dimensions for focused analysis on a specific channel
• **Target keyword list**: The keyword set used for organic and paid SOV calculation — brand terms, category head terms, product-specific terms, and high-intent commercial queries where competitive visibility directly impacts pipeline. If not provided, defaults to keywords from brand context profile, any tracked keyword lists from previous keyword-research or seo-audit commands, and competitor overlap terms identified during baseline collection
• **Time period for social listening data**: The date range for social mention volume and sentiment analysis — e.g., "last 30 days", "Q4 2025", "January 2026", "trailing 90 days". Longer periods smooth out event-driven spikes and produce more reliable SOV percentages that reflect sustained presence rather than momentary virality. If not specified, defaults to the trailing 30 days
• **Comparison period (optional)**: A previous time period to compare against for trend analysis — e.g., "previous 30 days", "same period last year", "last quarter". Enables delta reporting showing SOV gains and losses per dimension per competitor, surfacing competitive momentum shifts and identifying which entities are gaining or losing ground

Process

1. **Load brand context and load competitor baselines**: Read `~/.claude-marketing/brands/_active-brand.json` for the active slug, then load `~/.claude-marketing/brands/{slug}/profile.json`. Apply brand positioning, target market definitions, and competitive landscape context. Load existing competitor baselines and monitoring data from competitor-tracker.py to pull saved competitor profiles, tracked keyword lists, and any previous SOV measurements for trend comparison. If a comparison period was specified, retrieve the SOV snapshot from that period for delta calculation. Check for agency SOPs at `~/.claude-marketing/sops/`. If no brand exists, ask: "Set up a brand first (/digital-marketing-pro:brand-setup)?" — or proceed with defaults. 2. **Calculate organic keyword SOV**: For each target keyword in the keyword set, determine the brand's current ranking position and every competitor's ranking position using available search ranking data. Weight each keyword by its monthly search volume to reflect actual visibility impact — a position 3 ranking on a 50,000 volume keyword contributes more to SOV than a position 1 on a 500 volume keyword. Calculate a visibility score per position using a click-through-rate-based model — position 1 receives 100% visibility, position 2 approximately 65%, position 3 approximately 45%, position 4 approximately 30%, position 5 approximately 22%, scaling down through position 10 at approximately 10%, with page 2 and beyond receiving 0% visibility. For each entity (the brand and each competitor), sum the visibility-weighted scores across all keywords in the set and express as a percentage of the total available visibility pool. The result is organic SOV — the share of total organic search visibility each entity captures across the tracked keyword universe. 3. **Calculate paid SOV**: Pull auction insights data from Google Ads MCP for the target keyword set — impression share (percentage of eligible impressions actually won), overlap rate (how often each competitor's ads appeared alongside the brand's), outranking share (percentage of auctions where the brand's ad ranked above each competitor's), and