Share of Search

Also known as: Search Share, Google Trends Share, Search Interest

Proportion of Google searches for a brand relative to total category brand searches, used as a proxy for interest and future market share.

Share of Search is the proportion of organic search engine queries (primarily Google) for a specific brand relative to total searches for all brands in its category. It is a free, real-time indicator of relative consumer interest.

Research by Les Binet and Peter Field has demonstrated that Share of Search correlates strongly with current Market Share and can predict future market share changes 3-6 months before they occur. This makes it an exceptionally valuable leading indicator.

It is measured using Google Trends, Google Search Console, or SEO tools like Semrush or SimilarWeb. It is especially useful in categories where brand searches are frequent.