How to Increase Share of Search
Share of Search is a fantastic new metric that more and more brands and businesses are realizing the potential of. With this new powerful metric often comes a question: "How do we increase our Share of Search"?
But here's where many get it wrong. Share of Search isn't about climbing search engine rankings or optimizing for keywords. It's about something far more fundamental to your business success: Brand Awareness and Brand Consideration.
What is Share of Search?
Share of Search measures the percentage of total search volume that your brand captures within your category or market. In simple terms, it's how often people search for your brand compared to your competitors, regardless of where you appear in search results.
For example, if there are 1,000 total searches in your category this month, and 100 of them are for your brand specifically, your Share of Search is 10%.
This metric serves as a powerful leading indicator of market share and brand strength. Research has consistently shown that Share of Search often predicts future market share, making it invaluable for strategic planning.
Want to learn more about Share of Search? Read our Ultimate Guide To Share of Search here!
The Great SEO Misconception
We have read countless articles where large brands get confused (or perhaps intentionally confuse their readers - yes, we're looking at you SEO software giants) and mix up SEO, SERP visibility and Share of Search. To be direct: working on rankings and SEO will not directly increase your Share of Search.
This confusion stems from conflating two entirely different concepts:
Share of Search: The volume of branded searches for your company
Search visibility: How well you rank for various keywords
Working on your SEO might help you capture more traffic from existing searches, and yes over time it could be considered a tool to build your brand, but it won't make more people search for your brand by name in the short or even mid-term. You could rank #1 for every keyword in your industry, but if no one is specifically searching for your brand name, your Share of Search remains low.
Think about it this way: when someone searches for "Nike shoes," that counts toward Nike's Share of Search. When someone searches for "running shoes" and Nike appears in the results, that doesn't count toward their Share of Search—even if Nike ranks first.
What Actually Drives Share of Search
Since Share of Search measures branded search volume, increasing it comes down to one fundamental goal: making more people aware of and interested in your brand. This solidifies Share of Search as a brand metric - NOT an SEO metric.
The drivers of Share of Search align with classic brand building principles:
Brand Awareness: People can't search for what they don't know exists. The more people who know your brand name, the higher your potential Share of Search.
Brand Consideration: Awareness alone isn't enough. People need to view your brand as a viable option in your category to search for it specifically.
Brand Preference: The strongest brands don't just get searched—they get searched first and most frequently.
Top-of-Mind Recall: When someone has a need in your category, your brand should be among the first they think of.
Proven Strategies to Increase Share of Search
1. Invest in Brand Marketing Campaigns
Traditional brand marketing remains one of the most effective ways to increase Share of Search. This includes:
Mass media advertising: TV, radio, and digital display campaigns that prioritize reach and frequency
Out-of-home advertising: Billboards, transit ads, and sponsorships that build familiarity
Content marketing: Valuable content that showcases your brand's expertise and personality
Brand partnerships: Collaborations that expose your brand to new audiences
2. Create Memorable Brand Experiences
Remarkable experiences generate word-of-mouth and organic branded searches:
Customer service excellence: Outstanding service creates brand advocates who recommend you by name
Product innovation: Breakthrough products that get people talking and searching
Event marketing: Conferences, webinars, and experiential marketing that create lasting impressions
Community building: Fostering loyal communities around your brand
3. Leverage Social Media Strategically
Social media can significantly impact Share of Search when used for brand building:
Consistent brand voice: Develop a distinctive personality that makes your brand memorable
Viral content: Create shareable content that increases brand exposure
Influencer partnerships: Collaborate with influencers who can introduce your brand to new audiences
4. Implement Public Relations Initiatives
PR generates earned media that builds credibility and awareness:
Thought leadership: Position executives as industry experts through speaking engagements and media interviews
Newsworthy announcements: Product launches, partnerships, and company milestones that generate coverage
Awards and recognition: Industry awards that enhance brand credibility and visibility
Crisis communication: Proper handling of challenges that can actually strengthen brand trust
5. Focus on Brand Differentiation
Distinctive brands are more likely to be searched for specifically:
Unique value proposition: Clearly communicate what makes your brand different
Brand personality: Develop traits that make your brand memorable and relatable
Visual identity: Create recognizable design elements that increase brand recall
Brand storytelling: Share compelling narratives that connect emotionally with audiences
6. Optimize Offline-to-Online Journeys
Many branded searches start with offline interactions:
Packaging design: Make your products memorable at the point of sale
Retail presence: Strong in-store experiences that drive later online searches
Word-of-mouth programs: Systematic approaches to generating customer referrals
Local marketing: Community involvement that builds regional brand strength
Common Pitfalls to Avoid
Don't confuse correlation with causation: Just because SEO and Share of Search sometimes move together doesn't mean SEO drives Share of Search.
Don't neglect long-term thinking: Share of Search is built over time through consistent brand building, not quick tactics.
Don't ignore emotional connection: Brands that connect emotionally with customers generate more passionate advocacy and searches.
Don't underestimate offline impact: Many digital searches originate from offline brand encounters.
The Long-Term Perspective
Increasing Share of Search is ultimately about building a stronger brand. This requires patience, consistency, and a willingness to invest in activities that may not show immediate ROI but compound over time.
The brands with the highest Share of Search didn't get there through SEO tactics or keyword optimization. They got there by becoming brands that people actively seek out, think about, and recommend to others.
Conclusion
Share of Search represents the ultimate brand metric—it measures how often people actively look for your brand versus alternatives. While SEO helps you capture demand, building Share of Search creates demand.
The path to increasing Share of Search runs through brand building: creating awareness, generating consideration, and fostering preference. This means investing in marketing activities that make your brand more memorable, differentiated, and top-of-mind.
By focusing on these fundamental drivers rather than getting distracted by SEO tactics, you'll build not just higher Share of Search, but a stronger, more valuable brand that drives sustainable business growth.
Ready to start tracking your Share of Search and understanding your brand's performance against competitors? Learn how Branquo can help you measure and improve your Share of Search with comprehensive brand tracking and competitive analysis.
