How the Rest of the market is calculated

In short

Rest of the market is the share of visibility that goes to sites and brands outside the tracked set. For a keyword it is the estimated clicks of Google's top 20 that go to untracked sites; for an AI answer topic it is the share of brand mentions that name untracked brands.

Formula

Search: rest = volume × Σ CTR(positions 1–20) − Σ tracked brands' clicks; as a share of the top-20 clicks
Σ CTR of positions 1–20 = 88.3% of searches
GEO: rest = mentions of untracked brands ÷ all brand mentions in the topic

How it is calculated, step by step

1. Calculate the total clicks the top 20 hands out for the keyword.
2. Subtract the estimated clicks of the tracked brands.
3. For AI answers, count the brands named that are not tracked.

What goes into it

Positions of tracked brands

Their Google positions per keyword.

Brands named in AI answers

Read from each answer; matched to tracked brands, the rest is untracked.

Data sources

• Search data (planned DataForSEO); AI answers from Actavero's GEO measurement.

How often it is updated

Monthly (GEO also on demand).

How to read it

• A large rest of the market means the battle is not only with your tracked competitors: comparison sites, media or new players hold attention.
• Consider tracking a recurring untracked brand as a competitor.

Example

On 1,000 searches the top 20 hands out about 883 clicks; if tracked brands at #1 and #2 get 430, the rest of the market gets 453 (51%).

Limitations

• About 12% of searches end without a click on the top 20 and are not counted.

Frequently asked questions

Related

• SEO share of voice — Your share of the estimated search clicks of all tracked brands: monthly search volume × expected click-through rate of each brand's Google position, per keyword.
• GEO share of voice (AI answers) — Your share of brand mentions in AI answers to a fixed set of buyer questions, asked monthly to Claude with web search; a citation of your own site counts extra.